Sponsorship Kit:
Creating Awareness & Finding Solutions
The Power of Cause-Related Marketing
Why Support HERA?
How HERA Events Meet the Challenge
Levels of Sponsorship
Exposure
Partners in Action Campaign
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The Power of Cause-Related Marketing
When manufacturers and retailers align with a cause that they care deeply about, they successfully merge passion and profit.
Take, for example, American Express, which increased its number of cardholders
by 45% in 1983. How did they do this? By donating profits to the restoration of the
Statue of Liberty, coining the term "cause-related marketing," in essence the
association of a for-profit company with a nonprofit organization, which both promotes
the company's product and raises money for the nonprofit.
By linking your business with HERA, at any level of sponsorship, you stand to enjoy similar benefits. In fact, research has shown that 78% of people are more inclined to buy from manufacturers that support worthwhile causes.
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84% of Americans say they are likely to switch brands,
when price and quality are equal, to help support a cause.
Source: 2002 Cone Corporate Citizenship Study, The Role of Cause Branding (2002).
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