What Is Cause-Related Marketing?

Cause-related marketing (CRM) is the mutually beneficial partnership between the University of Pittsburgh Cancer Institute/UPMC Cancer Centers and your business, through which our mission enhances your brand recognition, builds favorable visibility in the community, and promotes business growth. Cause marketing has evolved into a powerful positioning discipline used to enliven brand equity, and to enhance corporate image and credibility with significant bottom-line and community impacts. Consumers today are looking for companies who are socially responsible in supporting causes within their community.

All CRM programs will direct funds to A Reason to Hope Cancer Fund in support of UPMC Cancer Centers and the University of Pittsburgh Cancer Institute. All of the money raised will benefit cancer research and patient care.

Campaigns net big results, raising both company visibility and needed funds to help the fight against cancer. Recent successes have included:

• Panera Bread's Operation Dough-Nation campaign raised $36,000
• Snyder's of Hanover and Giant Eagle "Snack Attack on Cancer"campaign raised $75,000
• Hershey Foods and Giant Eagle "Kiss Cancer Goodbye" campaign raised $25,000

For further information, please contact:
Jennifer Zgurich via email zgurichjp@upmc.edu or (412) 623-4709
Norma J. McGowan via email mcgowannj@upmc.edu or (412) 623-4777