On behalf of a charity: depth of charity marketing profit mode

For many enterprises, the charity is often a synonym for contributions, but why there are so many enterprises to join the philanthropy? for the simple reason that the enterprise is to profit-focused, and charity marketing use properly will become an effective "profit" mode. 　Charity marketing, this will introduce consumer mechanism of charity of new fundraising methods and consumption trend, not only in foreign countries is more common in recent years, more and more businesses are starting to do a charity marketing: every purchase of a bottle of farmer Springs, you can donate to the Western mountains children; 1 penny per ride on a China Southern flight, there will be 1 point money into China Southern Airlines care Fund; apply for a China Merchants Bank credit card, you have 1 dollar money to charity to film experidance premiere of charitable donations; double happiness "Hi-transmission world" charity fund; Alibaba will social responsibility into their business models, enterprise media by doing charity to social responsibility forms is transmitted to the public, has become a new commercial extension model. Charity marketing in accordance with the commercial behaviour of cooperation can be divided into three categories: the first is direct contributions and company business related charity or organization; the second category is the star, celebrity, shot by a charity, righteousness, will host the charity party revenue contributions to charities; the third category is embedded charity marketing activities through publicity to encourage consumers to purchase their product, and then to charities to donate part of the profits.

Why do charitable enterprise marketing? Michael · Porter considers: of charitable expenditures of enterprises only if both generate social and economic benefits of its activities with strategic. In other words, the enterprises to develop the purpose of marketing campaigns, not only to obtain corporate reputation, but also to take account of the economic benefits of diversity for the economy, the third category of embedded charity marketing activities are more and more businesses to accept and promote. 　To various charitable sales promotions in the name, has become a corporate or brand links important content into enterprise build "social citizenship image" important public relations tools is the corporate social responsibility. 　This mode will be public, enterprise efficiency and consumers ' interests organic combination to form a win-win value chain of interaction of love, not only for the seller and the creative spirit and material values, but also greatly enhance the effectiveness of charitable donations, community will become a new happy consumer fashion. Case:

Abroad has a dedicated charity Marketing Fund: (PRODUCT) RED body, it was in 2006 by the rock band U2 lead singer Bono, care of the African Group and the Global Fund established. It will behavior of enterprise products, charity and consumer purchase, effectively binding. 　Its practice is to authorize the use by enterprises "(PRODUCT) RED branded" marking products, part of the specified product sales profit contributions to "(PRODUCT) RED organization" to help Africa AIDS patients, and consumers through the purchase of a product to disguised donations, help others. Will the binding, you need to know three different needs: charities need funds to help more people; enterprises need a new marketing tool to maintain product or brand and consumers; consumer likes to contribute to society and the sense of enterprise (or a politician), willing to purchase their products. These three constitute a useful commercial relations, through the business model of the application can make all three benefits maximized. Participation of enterprises, including the new Motorola products, Apple, converse, GARP children's wear, Armani and other international brand.