Tangibility in Cause Marketing
I recently read an article on tangibility in the Cause Marketing Forum Newsletter. It really resonated with me. At Charity Charms we know when supporters have something meaningful it can be an incredible way of spreading the message. After all tangible items, like a custom charm bracelet, people are proud to wear and use can draw attention to important causes. Therefore, cause marketing tangibility benefits causes and consumers equally.
This is specifically true of the Target FEED campaign to benefit Feeding America. Target is a Cause Marketing Forum member, and they have already hit their goal. Their goal was to donate 10 million meals to Feeding America with its Feed Collection.
Cause Marketing Tangibility & Feeding America with Target
The Feed Collection spans three categories. First is a women’s apparel line, second being a men’s apparel line, and lastly, a housewares line. One of the most successful aspects of the line was its offering of knowledge. Consumers were able to walk away knowing exactly how many donated meals occurred as a result of their donation.
Each product featured a number representing the number of meals donated. Obviously, the 10 million meals donated is not a cap. Therefore each item sold will continue to benefit Feeding America in-stores through mid-October. In addition, money will continue to be raised online through November.
Cause marketing tangibility has two main benefits as shown above. First, having tangible items consumers feel like they have made a difference while receiving a gift in return. Second, tangible items allow messages to spread further through word of mouth. When people see interesting, unique, or fun items branding your cause, they often act as conversation starters. Ultimately, this can lead to more supporters, wider reach, and greater donations.
Charity Charms is the perfect tangible item for your cause marketing. They make great thank you gifts, levels of giving incentives, and donation incentives.
We work with you to create a tangible token your supporters will love to show off and talk about!
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