Motivating the less charitable

I bet I’m not the only one to find the Which? comments on cause-related marketing schemes a few points short of a loyalty bonus (MW December 6). The fact is that these schemes attract people who wouldn’t usually respond to charity appeals. Given that 43 per cent of the UK population gives less than £5 a year to charity, any scheme that can get people actively involved (and the Tesco Computers in Schools promotion motivated over 8 million people this year) is tapping into a vast pool of people who probably wouldn’t give at all unless the schemes existed.

Of course the companies involved benefit, but as Tesco’s Tim Mason has pointed out, anyone who has tried to raise £1,000 through a parent-teacher association knows what a tough slog fundraising can be. Cause-related marketing makes it much easier for everyone both to benefit and to feel they are doing their bit – and that should be celebrated not castigated.

Clive Humby

Chairman

Dunnhumby

London W5

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now