Magazine article Marketing

Promotion Boost for Charities

Magazine article Marketing

Promotion Boost for Charities

Article excerpt

Promotion boost for charities The RSPCA signalled an acceleration of the trend toward charity-linked sales promotion when it became the first charity to attend the Incentive 90 exhibition last week.

Recent charity link-ups include Save the Children with Weetabix, the Family Heart Association with Heinz Baked Beans, Dunlop with the National Children's Home and Andrex Toilet Tissues with Guide Dogs for the Blind.

Charity promotions boost client companies' sales and provide a small, but growing, source of funding for charities. Such link-ups appeal to up-market consumers who are les responsive to more direct forms of advertising by charities.

Consumers are receptive to on-pack promotions, the most frequent form of charity promotion. Only 20% of consumers said they would not pay extra for goods from a company that makes a small donation with each purchase, according to a Henley Centre report.

There is movement away from on-pack promotions toward more sophisticated schemes, says Jim Addision, managing director of CPM Sales Promotions.

"I don't believe on-pack promotions are generally right for many products except fast-moving consumer goods that can be linked to children or the environment."

Clients are becoming less certain of the sales benefits of on-pack promotions, says chief executive of IMP, John Farrell. …

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