Google+

Best Practices For Transparent Cause Marketing

0
0
0
0
0
0
0
0
0
or copy the link

1. Clearly Describe the Promotion — Consumers should be provided with key information before making a purchase, including the name and mission of the charity, the specific dollar amount per purchase that will go to charity, any caps on the donation, whether any consumer action is necessary to trigger a donation, and the start and end dates of the promotion.

2. Allow Consumers to Easily Determine the Donation Amount — Instead of using vague language like “a portion of proceeds” will go to charity, companies should use a fixed dollar amount or percentage for every purchase in advertisements, marketing and product packaging.

3. Be Transparent About What Is Not Apparent — The AG urges companies to maintain consumers’ trust by disclosing information that may not be obvious to them. For example, if using a ribbon, color, logo or other indicia commonly associated with a particular charitable cause, companies should clearly indicate if the purchase of a product or service will trigger such a donation.

4. Ensure Transparency in Social Media — Increasingly, companies are using social media to promote their products and contribute to charities. Companies often make donations to charities when a user “likes” a company on Facebook or follows a company on Twitter.  Companies should operate campaigns through social media with the same standards of transparency they would use in traditional promotions.

5. Tell the Public How Much Was Raised — After the conclusion of a promotion, the company should clearly display the amount of the charitable donation generated by the promotion on its website.