Limited-Edition Cause-Related Marketing

Still selling $15 pink hoodies and $28 cosmetic bags to benefit your charity? That’s so 2006!

Right now is selling limited-edition handbags to benefit the Audrey Hepburn Children’s Fund. Audreybags, like the Trocadero to the left, are made of canvas and feature images of the timeless beauty that is Audrey Hepburn.

Only 36 of each handbag is made. Prices range from $325 to $825. The Trocadero clocks in at $725.

I love Audrey Hepburn. But I can’t imagine paying $725 for a canvas handbag (I don’t carry handbags so I can’t imagine paying even $25 for one). But isn’t targeting me. They’re targeting high net worth individuals.

If you sell merchandise as a part of your cause-related marketing or fundraising you might strongly consider targeting a similar audience.

Here’s why.
In short, there are plenty of people who can afford an Audreybag.

But will they buy it? That depends on how shrewdly markets their wares. Can Audreybag reach their audience effectively? Will Audrey Hepburn’s considerable cachet translate into the status that high net worth individuals often crave? Is 36-count limited edition exclusive enough? What will they do with inventory should it not sell? Is the online direct-to-consumer sales channel sufficient by itself?

There are other charities that could pull off something like Audreybag. Perhaps yours is one of them.

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