The American Optician

FALL 2017

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1 7 BY KEVIN HARRISON As a consumer, chances are you've purchased goods with a charitable component. That's cause marketing. It's a win-win-win for business, consumers and charity. As a business owner, you connect with a charity and make donations to it on a regular basis. You get the publicity, the charity gets the donations (and some publicity) and customers feel good knowing that a percentage of their purchases went to a worthy cause. Cause marketing is not a new concept. In the 1980s, the Statue of Liberty went through a substantial and costly restoration. Work began in 1984 and was completed in time for its Centennial anniversary in 1986. During this time, American Express ran an advertising campaign offering to donate one cent for every purchase made to this restoration. This campaign was so successful that American Express raised $1.7 million for the restoration project. American Express customers simply shopped with their American Express card and were proud to know that their purchase triggered a donation restoring one of America's most iconic treasures. Today, cause marketing, also referred to as cause- related marketing, is the cornerstone of marketing efforts for hundreds of companies. Tom's Shoes recognized that Gen-X and Millennials enjoy being philanthropic through their purchases. The company was based on the Buy One-Give One concept. Firehouse Subs gives a portion of its proceeds to the Firehouse Subs Public Foundation, which helps first FEEL EVEN BETTER ABOUT WHAT YOU DO How—and why—to create a cause marketing campaign.

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