Cause-related loyalty marketing

Cause-related loyalty marketing is a recent trend in cause marketing. As the name implies, it is the marriage of cause marketing and loyalty programs. Cause marketing occurs when for-profit companies join forces with nonprofits to promote a cause. Recent examples include Nike, Inc. partnering with Livestrong, athlete Lance Armstrong’s cancer-fighting foundation, and Eastman Kodak teaming with stationery designer Bonnie Marcus in support of Breast Cancer Awareness Month. Cause-related loyalty marketing takes these donations and corporate social responsibility efforts one step further, wedding them to thousands of customer loyalty programs. Rather than requiring the outlay of funds from donors, cause-related loyalty marketing “recycles” loyalty program members’ unused points or miles. It then converts them into usable currency for a cause of the loyalty members’ choosing.

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