Nov 11, 2009

You buy, and the store gives to charityBy David KaplanChron.com

It’s one of the most iconic images of the Christmas season: On a snowy night outside a department store, shoppers drop money in the kettle of a Salvation Army bell-ringer.

The holidays are known as a time to help the needy, and retailers have always had a part in it.

This year, retail chains are finding innovative ways to help nonprofit groups.

Referred to in the industry as cause-related marketing, these campaigns involve the cooperative efforts of a retailer and a not-for-profit organization.

The Toys R Us cause-related campaign stars basketball great Shaquille O’Neal as “Shaq-A-Claus,” while Target’s features GiftCoins.

Macy’s has launched a multifaceted campaign that includes letters to Santa, a “National Believe Day” in which the chain will “reward and recognize random acts of kindness” and an animated special on CBS.

Target, Toys R Us and Macy’s all have cause-related marketing campaigns in which the consumer doesn’t spend any extra money for the charity.

Cause marketing in which the retailer — not the customer — donates gives consumers “an excuse to buy with a clear conscience,” said Betsy Gelb, professor of marketing at the Bauer College of Business at the University of Houston.

The act of buying, she explained, leads to money being raised for charity — “it’s kind of like a twofer.”

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