By now cause-related marketing has penetrated almost every kind of market. Here’s more proof that cause-related marketing finding a home at the high end : when you buy a rug from Dan Golden Inc., a New York City designer and maker of high-end hand-tufted wool rugs, the company will buy a sheep for a family in a developing country from Oxfam . Golden’s work, which is sometimes in the form of the cheeky ‘rug-cartoon’ like the piece on the left and sometimes more straightforward, sell at retail starting around $3,000 and range north of $13,000 depending on the size. The Dan Golden website is, naturally, rather artsy and the mention of the campaign is quite subtle . But that befits the audience and the artist. Since Golden’s rugs are made of sheep’s wool, a sheep is the right animal to donate. It can be sheared and the wool sold or bartered. Sheep can also be milked. The cause, too, is a good fit even though Oxfam is not known primarily for its animal donation efforts. Heifer International...
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