Cause Marketing – When To Ask For The Money

Woman with credit card - cause marketing

 So your brand has decided to team up with a charity, or perhaps you have your own cause marketing campaign.

When's the best time to ask someone to pull out the cash, checkbook or credit card?

The answer – when the cash, checkbook or credit card is already pulled out.

When someone is already spending money, adding on a donation is much easier than having to make a whole separate transaction.

Brooks Brothers – Make A Wish Example

Here's an example from Brooks Brothers.  They teamed up for a campaign with the Make A Wish Foundation.

During the checkout process you can add a donation to Make A Wish right there in your shopping cart.  Brilliant.

Brooks Brothers Make a Wish

Animal lovers will recognize this same strategy at Petsmart when they're buying treats for their cats and pooches.   When you swipe your credit card, you see a screen asking if you'd like to donate to Petsmart's charity with suggested amounts – and they're small, like $1 or $2.  How can you say no?  You're already spending money.  (especially if you're like me with a Boston Terrier who routinely disembowels his stuffed animals.)  If I'm already spending, say, $45, what's another one or two for a good cause?

The secret is – you're already engaged in a buying transaction.  Adding on a few bucks more for charity is easy, almost a no-brainer.

I think this is especially important for women. If she's feeling any guilt at all about spending money, adding in a donation to a good cause can  make her feel better about her purchase.

If you're working on a cause marketing campaign, look for ways to ask for money during an existing transaction.  This way even small donations can add up quickly.

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4 Responses to Cause Marketing – When To Ask For The Money

  1. Chris Busch says:

    “The answer – when the cash, checkbook or credit card is already pulled out.”
    This should be obvious, but it’s surprising how often people in the non-profit world forget this great piece of advice.
    I’m going to share your article with a number of our clients. Thanks.

  2. Holly Buchanan says:

    Thanks Chris. Yup, usually the best ideas are the most obvious.

  3. Thanks for the details.Quite an interesting concept you have discussed over here.Always get to learn a lot of new things from your posts about marketing.Doing a bit of charity any which way always gives a sense of satisfaction.

  4. Ivania says:

    Yeh I used to work at an engineering firm where I was the only fealme. Thankfully most of the guys were great and we got on well but my boss, ew, disgusting fat pig of a man was the real old school’ type bloke who would make inappropriate comments at times and was just generally gross. When we got internet in the office he used to spend his days at his desk looking at porn. How did we know this? It was in the early days of having the net and individual computers so we just used to go to the main network computer and open his cookies to see what smut he was looking at on that day. On the tug’ was the code .as in is he on the tug again?’ I don’t think he was ever actually masturbating in the office but knowing he was looking at porn when you walked into his office and catching a flash of the screen as he quickly alt-tabbed away was rather disconcerting. So was his habit of undoing his pants at his desk (to relieve his fat gut) and coming out into the hall tucking himself back in.For some reason every weekend he’d smirk and ask me if I was heading off to Hellfire club that weekend even though I’d never even been there and certainly wouldn’t have told him if I had! God knows what horrible fantasies he had in his mind.

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