Subaru of America is running third annual end-of-year cause marketing campaign called ‘ Share the Love ,’ which has helped the brand grow through the recession, increase its market share and decrease its incentive costs, all while generating substantial donations to five respected charities. The campaign is wonderfully simple. Buy or lease a new Subaru before Jan 3, 2011 and Suburu will donate $250 up to $5 million total to the ASPCA, Big Brothers and Big Sisters of America, Habitat for Humanity, Meals on Wheels, and the Ocean Conservancy. The owner/leaser determines which charity gets the money. Subaru even allows you to split the money between the charities in percentages you decide. In the event certain new owners don’t express a preference the $250 is donated equally among all five charities. In campaigns like this that benefit multiple charities, I've often advocated the ability to split the donation. Subaru also gets kudos on its website for pointing people to ways they can h...
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