Cause Related Marketing

Cause-Related Marketing links monetary or in-kind donations to product sales or other consumer action. What most distinguishes cause-related marketing is the way it links a corporation’s level of giving to consumer action. Because of that linkage, cause-related marketing initiatives often require more detailed agreements and coordination with nonprofit partners involving important activities such as establishing specific promotional offers, developing co-branded advertisements, abiding by state regulations and industry guidelines, and tracking consumer purchases and activities.

Examples include:

  • Free the Children RBC Virtual Visa Debit Free The Children Virtual Debit is a fully secure debit card that allows anyone 14 years of age or older to pay for online purchases directly from funds in their RBC bank account. It’s nicknamed “A Card That Cares” because RBC donates a portion of every purchase you make to support Free The Children in ...
  • #RBCGolf4Kids Challenge RBC challenges 10 PGA TOUR players to ‘play it forward’ in support of children’s charities Proving it’s not just their play on the course, but what they do off the course that makes them good, 10 PGA TOUR members gathered in Hilton Head, S.C. this morning to launch #RBCGolf4Kids, a new online challenge designed to raise ...
  • TELUS HELPS CANADIANS GIVE BACK TO THEIR COMMUNITIES Telus launched its annual “Give Where We Live” campaign on social media July 15 with a YouTube video about Hugginz by Angel, a charity run by an 18-year-old Vancouver Island native. Telus found out about Angel, who sews blankets and pyjamas for sick children in hospitals, during its ninth “Day of Giving” campaign this year, which ...
  • Clean Drinking Water Campaign In April and July 2014, Procter & Gamble donated one day of clean drinking water for every P&G product purchased in store or online at Walmart to the Children’s Safe Drinking Water Fund. The Canadian initiative supported P&G’s goal to save one life every hour by 2020 through the provision of two billion litres of ...
  • Molson Canadian Red Leaf Project Launched in Canada June 2011, the Molson Canadian Red Leaf Project is a commitment to positively impact the Canadian environment in communities from coast to coast, incorporating tree plantings, urban greening projects and shoreline cleanup efforts. In 2012, the Red Leaf Project was responsible for an additional 100 park clean-up projects across the country. With more ...
  • Tire Take Back Ontario Automotive Recyclers Association (OARA) and Ontario Tire Stewardship (OTS) hold an annual Tire Take Back event to raise money for the Sunshine Foundation of Canada. For 6 days in May, Ontario residents can drop off unlimited used tires for free at 60 participating OARA Member locations during business hours across the province. OARA Members process ...
  • This Shirt Project Buy a T-Shirt. Build a school. Dhani Oks, co-founder of the Academy of Lions, heard Michael “Pinball” Clemons speaking on the Bob McCown Show in December 2010 about his foundation’s 131 School Project. Inspired by the fact that it only takes $8,500 to build a school in Africa, Dhani enlisted the kids at the Academy of ...
  • The White Cashmere Collection The White Cashmere Collection (WCC) is a fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF) that hinges on a mega runway fashion show. The bathroom tissue collection is crafted entirely using sheets of Cashmere bathroom tissue and showcases its Pink Cashmere product, with 25 cents from the sale of every package going to ...
  • The Lush-est of gardens By Erin Knutson Special to The Pioneer Since 2007, the ethically conscious handmade cosmetics company Lush Canada has been generously donating its profits from their charity-giving enterprise Charity Pot. Envisioned by CEO and founder Mark Constantine, the handmade cosmetic program supports grassroots organizations in exciting new ventures. Locally, the Groundswell Community Greenhouse has been the recipient of a ...
  • Home Sweet Home Home Sweet Home  – TELUS and WWF Canada Canadian telecommunications company TELUS is the country’s second largest telecom company, differentiating itself with a strong community investment program. Since 2000, TELUS has contributed more than $340 million to charitable and nonprofit organizations including $5.2 million to animal-related causes. In 2013, TELUS entered into a formal partnership with WWF ...
  • So Long, Winter! To celebrate the end of a long, hard winter, 7-Eleven invited Canadians to shed their winter blues along with their coats, boots, fleece, hats and gloves. In partnership with the Salvation Army Thrift Store, the convenience chain encouraged its guests to give back and, at the same time, celebrate the unofficial start of summer with Slurpee. ...
  • Paws for the Planet Animals at the Toronto Humane Society will be spending more time outside this summer thanks to the Paws for the Planet initiative, a program established by Purina and Evergreen to create a better, greener world for people and their pets. Communities across the country are pitching in to create safe and sustainable spaces for shelter ...
  • Jars from the Stars Home canning company Bernardin has enlisted 45 Canadian celebrities for its “Jars from the Stars” initiative. The company asked well-known celebrities, personalities and chefs to fill up Bernardin’s vintage-inspired green mason jars with something that represented them. Each one was signed and put up for auction on eBay. Bids start at $9.99 and all benefits ...
  • Chatters Canada and AG Hair Cut a Thon Canadian hair care brands AG Hair and Chatters Canada Limited have teamed up to build schools in Northern Uganda. Through proceeds from every bottle sold, AG has built 5 schools for girls in Africa since 2008 and has raised over 1 million dollars under its philanthropic umbrella, Women Leading Change. In 2013, Chatters Salons raised over ...
  • M&M Charity BBQ Day The M&M Meat Shops charity barbecue day is an annual event supporting Crohn’s and Colitis Canada and takes place at more than 400 shop locations across Canada. M&M franchisees, staff and thousands of volunteers grill towards their goal of raising $1 million. Visitors can purchase a hamburger or hotdog, drink and bag of chips for a ...
  • Campbell’s Labels for Education  Labels for Education is a school support program whereby registered schools or institutions collect labels from Campbell product labels and redeem them for educational resources ranging from sports equipment and musical instruments to video equipment and computers. The program is open to nearly all Canadian schools (void in the province of Québec) grades Kindergarten to ...
  • McHappy Day On McHappy Day in 2014, more than 1,400 McDonald’s restaurants across Canada donated one dollar from every Big Mac, Happy Meal, and any hot McCafé beverage sold to benefit Ronald McDonald Houses and other local children’s charities. In addition, many restaurants ran fundraising events and activities throughout the year to generate additional funds for their ...
  • Tim Hortons Partnership Blend In May of 2014, Tim Hortons launched a new blend of packaged coffee sourced from its partnership with coffee farmers in Guatemala, Honduras, Brazil and Colombia. Called “Partnership Blend”, it is Tim Hortons’ first product sourced solely from the partnership it formed in 2005 to improve the lives of coffee farmers in those markets. Sold at ...
  • Tim Hortons Camp Day On Camp Day, 100% of proceeds from coffee sales at the more than 4,500 Tim Hortons restaurants across Canada and the United States are donated to the Tim Horton Children’s Foundation (THCF) to send kids from low-income homes on an unforgettable camp experience. In 2014, the cause-related marketing program raised $11.8 million on Wednesday, June 4, ...
  • Bell Let’s Talk Bell Let’s Talk is a multi-year charitable program dedicated to mental health. Bell has committed over $100 million to support a wide range of mental health organizations, large and small, from coast to coast. During the latest Bell Let’s Talk Day, for every text message, wireless and long distance call made by Bell Canada and Bell ...
  • Shop for Hope Part of TJX Canada, Winners and HomeSense have long partnered with organizations to help enrich the lives of women and children in communities where stores are located. Winners and HomeSense support the Canadian Women’s Foundation, an organization committed to ending violence against women, moving low-income women out of poverty and empowering girls with confidence. For ...
  • Arctic Home Polar bears were first introduced in Coca-Cola’s print advertising in 1922, and remain one of the brand’s most loved icons. Because of its long history with the arctic bears, Coca-Cola has supported the World Wildlife Fund’s (WWF) research and conservation efforts to protect the animal’s natural habitat for the past five years. Given how remote the ...
  • Hyundai Hockey Helpers Launched in 2012, Hyundai Hockey Helpers is a partnership between Hyundai Canada and KidSport that runs a nation-wide, grassroots campaign to help deserving kids play organized hockey. Since then it has provided grants to over 4,700 kids so they can participate in organized hockey. Each year, October marks Hyundai Hockey Helpers month in Canada where participating ...
  • Spread a Little Sunshine WINNERS and HomeSense have a long-standing partnership with the Sunshine Foundation with the annual in-store “Spread a Little Sunshine” pin-up campaign. Customers can purchase a $2, $5 or $10 decal at all WINNERS and HomeSense stores across the country and 100% of proceeds go to The Sunshine Foundation.  Since 1999, WINNERS, HomeSense and their customers ...
  • Phones for Good Phones for Good – TELUS & Free the Children TELUS is a leading national telecommunications company, with $10.8 billion in annual revenue and 13 million customer connections. With a focus on youth, community investment program is one of TELUS’ key competitive differentiators in a competitive marketplace. A multi-pronged social media effort moved young people to get involved ...
  • The Starlight Campaign Because kids are central to the Toys “R” Us brand, the retailer focuses much of its CSR efforts on helping provide distractions and entertainment during lengthy treatments. Having to spend their days in and out of hospital beds, gravely ill and injured children typically experience stress, anxiety and boredom. Strategy For the last 15 years, the toy ...
  • Blue Water Project Blue Water Project: Royal Bank of Canada and nonprofits that protect watersheds and provide clean drinking water The RBC Blue Water Project is their $50 million philanthropic commitment to hundreds of organizations throughout the world that are committed to protecting the earth’s most precious resource:  freshwater.  Each of the videos in RBC’s Blue Water series presents ...
  • The Community TELUS TV Campaign The Community TELUS TV Campaign:  TELUS and Various Local Charities Leading national telecommunications company TELUS provides a wide range of communications products and services for both business and residential customers. Expanded from a successful pilot program in 2009, the 2010 Community TELUS TV (CTTV) campaign made a $100 donation to a local community cause for every new TELUS ...
  • Blue Water Project Blue Water Project:  Royal Bank of Canada and Free The Children, Tides Canada and The National Geographic Society In 2007 RBC took a leadership role in advancing the cause of water sustainability and created the RBC Blue Water Project – a $50,000,000, multi-year global commitment to protect the world’s most precious natural resource – fresh water, ...
  • The Aviva Community Fund The Aviva Community Fund:  Aviva Canada Aviva Canada is the Canadian arm of Aviva PLC, the world’s fifth largest insurance company. In a period of extreme financial stress and with brand development budgets being cut by 50%, Aviva’s marketing challenge was to maintain and build aided and unaided brand awareness for a fledging brand that had ...