Cause Related Marketing: Improving People Willingness to Donate By Selling Them a Product

Ilaria Baghi, University of Ca' Foscari Venice, Italy
Marcello Tedeschi, University of Modena and Reggio Emilia, Italy
Enrico Rubaltelli, University of Padova, Italy
Cause related marketing (CRM) is a strategy in which for every product sold, the company contributes a share of proceeds to a charitable cause. This study investigates people’s perception of cause related-marketing programs compared with fund raising campaigns promoted by non-profit association. Results showed that people choose more often CRM programs and fund raising campaigns describing the total amount of people they could help when paired with programs helping single victims. When presented with only one program individuals donate more to support a single victim but not to buy a product supporting a single victim rather than many victims.
[ to cite ]:
Ilaria Baghi, Marcello Tedeschi, and Enrico Rubaltelli (2008) ,"Cause Related Marketing: Improving People Willingness to Donate By Selling Them a Product", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 922-922.