How it actually works

Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at the Kumbh Mela 2013,

CRM Practices TransactionalPropagandaLicensing

CSR and CRM

CAUSE PROMOTION To increase awareness and concern about a social cause To support fund raising, participation and volunteer recruitment for a cause

Improves attitude towards a company Generate consumer traffic, sales and increased loyalty Motivate employees and trade partners Result

PRODUCT SUPPORTER METHOD A company gives a donation for a cause/non profit organization which is not from the sale of a product

DONATION WITH PURCHASE Donation is triggered for each specially marked package sold during specific time frame Donation is a percentage of dollar amount of each product

Betty Crocker’s partnership with Make-A-Wish Foundation Receives fund for a wish through consumer voting and participation

DONATION WITH ONLINE APPLICATION Donation made through online purchase

DONATION WITH CONSUMER ACTION A company makes a donation when a consumer takes a specific action

Dual Incentive Method Company provides an incentive to drive consumer donations e.g., a donation match, a product coupon or discount.

Donate a used jacket and receive 20% off a new one!

Consumer Pledge Drives Companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge.

Donate five hours of time to their communities

Buy One, Give One (BOGO) Method Donation by a company is communicated in terms of a comparable social impact

Raised funds for 300 million doses of tetanus toxin vaccines Protecting 100 million vulnerable mothers and their babies from tetanus.

Consumer-Directed Donation This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.

“Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page

Volunteerism Rally The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services.

It provides a great incentive to volunteer and it is family focused, helping to promote volunteerism among children.

Boost Brand Equity, Change Consumer Behavior and improve the bottom line Creates a public awareness of it’s values and willingness to support good cause

Partnership with corporations to create social and increase shareholder value Connects to broad range of Suppliers, Consumers

Choosing the right partner – Relationship and Reputation May weaken the trustworthiness of Non profits