Cause Marketing

I want to revisit a question that I’ve posted on before, but for which I haven’t found a satisfying answer: Is ‘any’ charity as good as one charity in cause-related marketing? Here’s the setup: for each item bought from the page in their circular to the left, the Rite Aid Foundation will donate $1 to local causes. The last time I posted on this subject was a campaign from Irwin Union Bank , which would donate $50 in your name to any charity you designated when you opened a certificate of deposit account for $10,000 or more. This Rite Aid campaign is different in that the putative donor can’t designate the charity to which the $1 would go. The Rite Aid Foundation bases its donations on funding requests it receives . So money only goes to local charities that make a request of the Rite Aid Foundation. Moreover, to add a wrinkle, Rite Aid already has a longstanding relationship with Children’s Miracle Network (CMN) with which both parties are evidently happy. The argument for partnering ...