Cause related marketing!

Cause related marketing

MADD Vancouver teaming up with Car Heaven

Get your cause on!

By supporting organizations that focus their efforts towards cause related marketing you are not only supporting said organization, but you are also supporting a great cause. The action of cause related marketing usually sees a lesser-known organization piggyback onto a better-known organization in an effort to celebrate a greater cause.

Cause Related Marketing is one of the most effective ways your company can demonstrate its support for stopping impaired driving while publicly promoting your commitment to the cause (Madd Vancouver, n.d.).

Madd Vancouver is teaming with charity car programs throughout the lower mainland in an effort to lower pollution, raise awareness towards impaired driving and tax benefits for local citizens.

 Everyone knows the importance of battling impaired drivers; everyone knows the importance of recycling.  The same cant be said for getting rid of unfit vehicles. Currently, Madd Vancouver is teaming up with charity car programs through the lower mainland such as Car heaven to encourage Vancouverites and lower mainlanders alike to donate their old junker.

Each year in Canada, approximately 500,000 vehicles are declared no longer fit for the road for reasons such as failed emissions testing or accidents. We may recycle our glass and plastic but most of us never think about recycling our cars (Madd Vancouver, n.d.).

By donating these vehicles citizens are able to offer a charity donation (tax deductible of course) from Madd Vancouver with all proceeds going to support Madd Vancouver. This type of cause related marketing is especially effective as it appeals to a local, specific audience. By catering to a selected audience Madd Vancouver offers a very real call to action. In theory, this cause related marketing campaign is fantastic!

This cause related marketing campaign is extremely appealing as it related to a targeted market that not only has a dislike for impaired driving (no different than the rest of Canada)  but more importantly has a major dislike for anyone with a dirty carbon footprint.

British Columbia, and especially the lower mainland for the longest time has been a primary proponent of working to make Canada a more green country. The city of Vancouver currently has an initiative in place to make Vancouver the “greenest” city in Canada,

“Greenest City 2020 is a bold initiative that will address Vancouver's environmental challenges. Through a set of measurable and attainable targets, we will put the city on the path to sustainability, and make us the greenest city in the world by 2020” (City of Vancouver 2012).

This is an extremely unique form of cause related marketing because it appeals to lower mainland residents on a very personal level. Everyone knows someone who has been affected by impaired driving, if they don’t know someone who has been affected personally, they have read about the horrors that come with it, with that everyone knows its wrong and wants to do something about it.

Another thing that is wrong in the lower mainland and Vancouver alike is the ever-growing problem of pollution. Vancouver is currently situated on the upper coast of the pacific ocean, it is not only a port city, but as close to a boarder town (with Washington state just down the road), as any city in Canada.  To say pollution is plentiful would be an understatement.

To work towards their greenest city in Canada challenge residents of the lower mainland have fallen in love with this fantastic cause related marketing campaign. Major benefits associated with this cause related marketing campaign include:

A cleaner Vancouver and surrounding area

Less ugly cars to look at look

Donations for a great cause!-----Madd Vancouver

A big fat tax deduction

This is an excellent outcome for any resident looking for that big tax deduction. Rather than whipping out your cheque book, residents can simply donate their old, smelly, beaten down, loud, broken vehicle. With that it also saves drivers the hassle of battling haggling low bidders on kijiji if they wanted to get rid of their crappy old car, van, truck, or motor cycle anyways. Oh and it goes to a good cause, as mentioned above all the money raised through this fantastic cause related marketing campaign goes towards support and funding for Madd Vancouver, a local treasure that fights impaired driving.

When it comes to finding flaws in this cause related marketing campaign, its easier said than done. Quite frankly, this blogger sees no major flaws as it appeals to a local audience, is easy to do and most importantly goes towards a good cause.

Everyone hates old beater vehicles and impaired drivers! If you have an old car, truck, van or motor cycle that has seen better days, get out, take that add off kijiji and donate it to a great cause, Madd Vancouver will thank you!  

Sources

City of Vancouver (N.D.). Greenest city in 2020: A bright green city. Retrieved on June 8, 2013 from, https://vancouver.ca/green-vancouver/a-bright-green-future.aspx

Madd Vancouver  (N.D). Corporate Partner-Cause related marketing. Retrieved on June 8, 2013 from http://madd.ca/vancouver/pages/corporate-partnership/cause-related-marketing.php