Generally cause marketing is targeted to consumers. But there are examples of B2B (business to business) cause marketing, including the one at the left. There’s a lot of moving parts in this promotion, so bear with me for a paragraph or two of explanation. When you buy an ad that will appear in a special tabloid-sized insert in both of Salt Lake City’s daily newspapers, 10% of the ad price will go to purchase books for children in low-income homes. The insert drops on Sunday, March 27, 2011. The insert will be about the “ Utah Story Literacy Event ,” which is a telethon/radiothon event to be held March 30, 2011 with a goal of raising $1 million. The money raised from the event will go to the Road to Success program, which will use the funds to place children’s books in low-income homes. Road to Success was started by the Robert H. and Katherine B. Garff Foundation. Robert Garff, a prominently local community leader, owns the Ken Garff Automotive Group, a collection of about two dozen ...
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