A New Twist on Cause Marketing: Drinking for Charity

June 5, 2014 Posted by Jessica Shofler in Fundraising, News, Nonprofits

Cause MarketingWhen you’re making a purchase, are you more likely to choose the brand that promises to give a portion of the sale to charity?

This type of marketing, commonly known as cause marketing, has become commonplace in recent years. We recently told you about Amazon Smile and you have likely seen Starbucks’ new campaign touting that a donation to the Oprah Winfrey Leadership Academy Foundation will be made with the sale of each Teavana® Oprah Chai product.

But organizers of Negroni Week are trying to put a new twist on cause marketing. The campaign, “a drink for your cause,” asks bars and restaurants to donate a portion of the proceeds from their sales of all Negronis to charities of their choice. One of the organizers, Campari America, the seller of Campari liqueur, a key ingredient for Negronis, will also donate $10,000 to the charity chosen by the bar or restaurant that raises the most money.

Bars and restaurants across the country are participating. Find one near you and check out the charity that your drinking will help support.

Notwithstanding, would your charity accept a donation from an alcoholic beverage company or a bar? Does your answer depend on the mission of the charity? Think Alcoholics Anonymous for example.

NOTE: The information contained herein is not intended to be legal advice and the reader should know that no Attorney-Client relationship or privilege is formed by the posting or reading of this article which is also not intended to solicit business.

Casey Summar, Partner, The Law Firm for Non-Profits, 4705 Laurel Canyon Blvd, #306, Studio City, CA 91607

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