Marketing Management, 16th Edition

Cause Marketing

Many firms blend corporate social responsibility initiatives with marketing activities. Cause marketing links the firm’s contributions toward a designated cause to customers’ engaging directly or indirectly in revenue-producing transactions with the firm. For example, a company might donate a percentage of the proceeds from every sale to a specific charity. Consider Procter & Gamble’s use of cause marketing for its dishwashing liquid Dawn.

Dawn

Procter & Gamble’s Dawn, the top dishwashing liquid in the United States, has an unusual side benefit: It can clean birds caught in oil spills. A report by the U.S. Fish and Wildlife Service called Dawn “the only bird-cleaning agent that is recommended because it removes oil from feathers; ...