5 Reasons Your Cause Marketing Should Have Coupons

We’ve always included coupons on our cause marketing pinups. They have an immediate value at the register when cashiers are asking shoppers to support our cause.

“Would you like to donate a dollar to help sick kids? As a thank you, you get these coupons that have $125 in savings.”

It’s a great one-two punch! But here are four more reasons your cause marketing should have coupons.

Coupons open the door to cross-promotional partners. We learned early on that some retailers would partner with us they could cross-promote with another business. This was the case with Valvoline Instant Oil Change, which wanted to target the minivan-driving moms that shopped at iParty. Now when we recruit a partner we partly base our prospect outreach on what businesses would value cross-promotion in their stores.

Coupons are hot! According to a Ad Age, last year redemption of coupons that go through clearinghouses surged 23% to 3.2 billion coupons (and up 30% to $3.5 billion in value) in the U.S., the first gain in 17 consecutive years. Through the first nine months of 2010, coupon redemption is up another 5.3% to 2.5 billion vs. the year-ago period, with the value of coupons redeemed up 7.7% to $2.8 billion. Consumers are looking for more coupons, which is great for cause marketers like me that rely on point-of-sale programs like pinups where coupons can be added. The surprising news is that consumers of all ages aren’t getting their coupons from the internet, they’re getting them the old-fashioned way: they’re clipping them.

Coupons are overwhelmingly clipped, not downloaded. 2.1 billion coupon redemptions last year came from print inserts. Internet coupons account for just 1% of distributions. So if you think adding coupons to your pinups seems a bit old school, think again. A soon to be released report shows that 91% of consumers ages 25 to 34 use newspaper coupons. Consumers are eager to use coupons and they’re getting them almost exclusively offline. And what better place to get your coupons than after donating to a good cause at a favorite store.

Coupons prove that cause marketing works. Coupon redemption during or after a campaign is an excellent way to show partners that cause marketing works and is driving traffic. After successfully helping your cause, this is just the result a business wants. One partner of ours was thrilled when a pinup program brought in 1,100 coupon-bearing customers from cross-partner stores that generated an additional $400,000 in revenue.

Coupons give your cause marketing program a one-two punch, open the door to additional partners and provides the paper trail that cause marketing works. You also have the wind at your back. Coupons are in high demand and consumers get them offline so why not through a pinup.

Why wouldn’t you want to include coupons in your next cause marketing program?

This article originally appeared on SelfishGiving.com and is republished here with permission.


Photo credit: via Flickr by sdc2027

66 comments

Aaren cs
Aaren cs5 years ago

To get extra discount we need to use coupon codes and i have seen one of the best website for such coupon codes is

http://showcouponcodes.com/

Megan Tyson
Megan Tyson5 years ago

I agree printed coupons are much easier than the ones you have to download and then print. But now that so many people have smart phones and can use coupons directly on the phones, have you looked into trying the popularity of that?

Michael Kirkby
Michael Kirkby5 years ago

I don't use coupons and no coupon will cause me to donate to a cause unless I can afford it and I know it's worthwhile. Per Elise from Quebec's comment, try donating to a political party instead. I believe you get 80% of your donation back. The other 20% still disappears mind you. It's magic and please, pay no attention to that many behind the curtain. I am the all omniscient, omnipotent, omnipresent elected by the people governement. LOL

Lika S.
Lika S.5 years ago

So how do I get my cause to be the benefit for these programs? I'm having one heck of a time trying to do fund raisers. I have a non profit, a 501c4, called Youth Voice Initiative or YVI. It's a group to push legislation to protect abused children. http://www.youthvoiceinitiative.org/

Teresa Wlosowicz
Teresa W.5 years ago

Sorry for the double comment. A problem occurred and I had to repost it.

Teresa Wlosowicz
Teresa W.5 years ago

interesting

Teresa Wlosowicz
Teresa W.5 years ago

interesting

Hannah W.
Hannah W.5 years ago

Thanks.

Red Velvet Rose
Red Velvet Rose5 years ago

Always nice to get a discount.

Elise Lanciault-Breton
Elise L.5 years ago

Sadly, this is a proof that people are very cheap.

I mean, why do you need a REASON to DONATE??

I mean, if you want to donate for a cause, it's because you believe in it, not because you will gain money from this.

Capitalism is weak in this way. Cuz imagine, tax payers in Quebec, Canada can give money for a good cause and receive half of it back from income tax deduction. And people mostly give because they know their donation is only will only cost half the price.
But in the end, who's paying the other half? Government and we are ruinning them, and they are corrupted, so welcome to wonderland where money disapears before you can say hello!