Cause Related Marketing
Enhance your brand and drive sales by partnering with CHILDREN 1ST in a Cause Related Marketing Activity.
Market research shows that nearly half of UK shoppers would be prepared to pay more for their goods if a percentage of the profits are donated to a worthwhile charity.
A recent survey of 1,200 UK shoppers conducted by ethical marketing specialist FEEL, showed 43% of respondents would spend 20p or more on a standard household item and 25% would pay an extra 30p if they knew it would benefit a good cause.
It speaks for the power of a charity's brand and is a fantastic way to drive a brand forward!
To learn more about how CHILDREN 1ST can help differentiate your brand, please contact our corporate fundraising team at corporate@children1st.org.uk, or call 0131 446 2300.
SPAR
In April 2006, SPAR UK chose CHILDREN 1ST in Scotland, and sister charity the NSPCC in England and Wales, as their Charity of the Year.
The partnership was initially set up for two years and focused on engaging staff in fundraising activities and driving the SPAR brand forward.
A first Cause Related Marketing activity was organised in May 2007 where 20p of the purchase price of a range of sandwiches was donated to CHILDREN 1ST in Scotland. The Super BLT Sandwich, Moroccan Chicken Wrap and Green Thai Prawn Wrap were available in store over the three summer months.
In just 12 weeks, over £20,000 was raised for CHILDREN 1ST and the NSPCC and sales of the sandwiches significantly increased during the promotion. Building on the success of this activity, a second sandwich promotion was organised on a range of Christmas sandwiches.
Following the success of these activities, SPAR went further and engaged some of their suppliers in Cause Related Marketing Activities. In September 2008, Mars agreed to a CRM on a range of Galaxy bars where 10p from every purchase of 150g GALAXY Milk, 120g GALAXY® Roasted & Caramelised Hazelnuts, 120g GALAXY Raisin Almond & Hazelnut, 125g GALAXY Smooth Dark was donated by Mars to CHILDREN 1ST or the NSPCC. The promotion raised over £25,000 in just eight weeks and helped to drive sales!!
