The online directory has introduced visitors to Philanthropy and Partnership. At the intersection of these two sets of values is positioned Cause Related Marketing. A differentiating characteristic of Cause Related Marketing is the strong focus on the financial return to business.

Cause Related Marketing is most evident in the retail environment. Supermarkets have been the scene of numerous Cause Related Marketing marketing campaigns, including the following:

• Saving the Koala by buying Koala Brand long grain rice.
• Training guide dogs for the blind through the purchase of Pal dog food.
  (50cents donated for each tin purchased by consumers).
• Support for the Heart Foundation by purchasing grocery items with the Heart Foundation seal of approval.
• Assisting Kids Help Line through the purchase of Kellogg’s breakfast cereals.
• Supporting research into breast cancer treatment through the purchase of the women’s magazine, New Idea. (A share of sales income was donated).

Cause Related Marketing aligns a product purchased with a benefit for a not-for-profit and is increasingly becoming part of the marketing mix of business. It is a win-win relationship:- the not-for-profit gains financially and in other ways, while business gets brand recognition, improved sales and an enhanced community profile. Cause Related Marketing is a genuine commercial partnership which pitches the not-for-profit into the marketing spotlight.

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