Importance of Continuing to give to Charities... BUT use it in your marketing efforts to increase sales and loyalty

"As businesses, we have a responsibility to society. Let me be clear about this point. There is no conflict between delivering value to shareholders and helping solve bigger societal problems."

-H. Lee Scott Jr., Wal-Mart Chairman and Former CEO, January 12, 2009

But we all need to cut costs... shouldn't charitable giving be one of the first things to go? Definitely not-- 80% of the time consumers are more likely to buy a brand with a charitable affiliation over one that does not. You lose your affiliation you lose a strong value proposition (Cone Research 2009).

In fact some brands like P&G are even increasing their charity programs to deliver greater value to their consumers to buy their brands. In their latest BrandSaver (monthly coupon booklet distributed to 50 Million households), P&G promoted its highest number of charities (BrandWeek March 2009).

The challenging part is partnering with the right charity that aligns with your brand objectives and resonates with your target audience.

Whether it is Yoplait's "Save Lids to Save Lives" campaign for Breast Cancer Awareness or T-Mobile's "Huddle Up" outreach via its NBA sponsorship to connect children in urban communities with positive people and places; every brand can incorporate a charity affiliation seamlessly into its marketing. This investment is not only positive for the brand image, but can directly influence sales and loyalty.

When considering a charitable affiliation consider the various ways to leverage the partnership in your brand's sales and marketing:

• Co-branding/logo creation
  
• Spokespeople/endorsers
• Workplace participation
• Co-branded consumer promotions
• Retailer participation and outreach
• Community or school programs to localize the campaign
• Exclusive, limited time or special packages dedicated to charity
• PR for your commitment to corporate social responsibility
• Annual Fundraisers, Events, National Campaigns

If you need help in finding the right partnership with a charitable organization to meet your brand objectives and goals, please contact Diane Nicoletti at dnicoletti@rubikmarketing.com.