Jaago Re!, One Billion Votes Campaign, by TATA TEA, India’s largest tea company by volume, with Janaagraha, a not-for-profit institution, is a classic example of cause marketing technique.
Cause marketing is a collaborative marketing partnership between a nonprofit and a business, where the business provides resources to aid the cause and the cause provides PR for the business.
Marketing studies reveal that people support businesses that support causes. A partnership with just one nonprofit can connect you to an endless web of causes and the massive niche markets they represent. Since their activities are newsworthy, they generate publicity for their partners. Since their memberships are highly motivated by values, their members become a deeply loyal new market for you. And as the above studies show, it isn’t only the niche markets that will respond.
As per the Web site PRWatch.com, cause-marketing sponsorships are now outpacing sports sponsorships, and that large nonprofits are spending upwards of $7.6 billion per year on marketing and PR.
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