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Cause related marketing

As today's marketplace is becoming more fragmented and diverse, the competitive advantage is defined by the creation of an affinity with the customer. Connecting emotionally can be a more potent motivator than either price or brand. The question is how? The answer is Barnardos cause-related marketing strategy.

Publicly linking with a charity can provide a credible incentive for customers and staff to select your products or services and support their community at the same time. Cause-related marketing is the commercial activity by which a business and charity form a partnership to market an image, product or service for mutual benefit. This can include on-pack promotions, in-store merchandising and trade promotions.

The benefits of cause-related marketing can include:

  • Improved brand perception and recognition.
  • Increased sales, press and PR coverage.
  • Strong brand switching incentives.
  • Increased long-term customer loyalty.
  • Increased awareness of the launch of a new product.


The Sponsorship market in Australia continues to grow. It is a great way to make your brand stand out from the crowd. Barnardos has a number of unique sponsorship opportunities targeted at a varied and diverse audience. We can tailor sponsorship packages to meet your organisation's business objectives.

Sponsorship packages include:

  • Australia's Mother of the Year Awards (a high profile national awards and event program).
  • Barnardos publications (including reports and appeals).
  • Events.
  • Areas of our work, for example education and family support.

Benefits of sponsorship include:

  • Improvement of corporate profile in local communities.
  • Improvement of brand perception.
  • Direct exposure to desired target audience.