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BizReport : Internet : May 10, 2013

How cause marketing can impact your brand

Cause marketing is not new, it's one of the oldest forms of marketing around. Brands get involved with charitable causes for a variety of reasons, but the Internet and social networks make it even easier for a brand to show support; here's how that support can also help the brand.

by Kristina Knight

Kristina: Tell me how KULA Causes works?

Mark Dority, Director of Marketing, KULA Causes: Kula is the world's largest aggregator of charitable causes; we enable giving to more than 2 million charities around the globe. Through our Cause-Related Loyalty Marketing Platform (CLM™), companies can enable their loyalty program members to convert unused points, miles or other rewards into donations to their cause or causes of choice from among the many in our database. About $16 billion in loyalty rewards go unredeemed each year and Kula's CLM platform can help consumers make sure their unused rewards don't go to waste. Consumers are also able to donate directly to any of the 2 million-plus causes on our B2C website, They don't even have to be members of a loyalty program to exercise their charitable impulses.

Kristina: How does this help the brand?

Mark: Our CLM platform provides brands with an additional marketing outlet for current cause partnerships. As I mentioned earlier, we help brands enable their loyal customers to direct unused rewards to the causes closest to their hearts. This helps brands forge stronger and more meaningful relationships with their loyalty members. When brands help their customers act on their charitable instincts, they earn those customers' goodwill and boost the likelihood that those customers will return to buy and donate again and again. Not only that, a happy customer experiencing the "glow" of doing good is likely to share that experience with friends and family on social networks, essentially becoming a cause - and brand - advocate.

More from Mark and KULA on Monday, including his top tips for picking the right cause for your brand.

Tags: cause marketing, cause marketing tips, cause marketing trends, KULA Causes

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