Yet another great disabilities-related question that has resulted in
lots of useful information for me, the researcher, as well as you (I
hope!) the requestor.
In order to make sure I was researching appropriately for your
question, I decided to define cause related marketing first. As a
number of advertising and marketing agencies are now specializing in
CRM, I stole liberally from their definitions to come up with the
Cause related marketing is a strategic positioning tool that links a
company or brand to a relevant social cause, or issue, for mutual
benefit. It is an alternative to sponsorship that involves the
business and the community organisation working together to raise
funds and awareness for mutual benefit.
It includes such things as price-off promotions (i.e, part of the
sales of particular goods or services are earmarked for the cause);
employee giving programs (i.e, automatic salary deductions are set up
by the firm); corporate donations (from both the corporate & their
suppliers); and appeals for public donations both through free media
Additional methods for companies to help provide support include
employee volunteer program and gifts in kind.
With that as a starting point, I started investigating.
An initial search using such search terms as cause related marketing
+disabilities +Australia didnt bring me up as much as I had hoped
I did learn at < http://www.actcommunity.org/dpi/links/corpp.html >
that Quest Canberra is supporting DPI ACT (Disabled Peoples
Initiative)through an ongoing sponsorship program. For every booking
received through DPI, Quest Canberra will donate ten per cent of the
tariff to DPI. Please mention that you heard about Quest through DPI
ACT or bring this flier with you when booking to receive a free
Other than that, I didnt really get any specific examples.
But I did come across that source I mentioned in my first request for
clarification, which I think is excellent.
Its a study published by the Commonwealth Department of Family and
Community Services called *Mutual Benefit: Community and Business
Getting Together. A Focus On Partnerships In The Disability Sector* in
It is available at
< http://www.facs.gov.au/disability/mutual_benefits/toc_07.htm >
To me, the most interesting and useful portion are the case studies
< http://www.facs.gov.au/disability/mutual_benefits/toc_07.htm > where
examples are given of a variety of partnerships between companies and
Unfortunately, in about a third of the case studies (there are 62
total) names are unpublished. On the other hand, information is
provided as to how these partnerships were initiated and maintained,
the benefits of the partnership and the keys to success for each,
making the report quite valuable in answering your question.
I also came across Multicap,. which offers a wide range of services
for people with disabilities in Australia, includes the following
info on cause-related marketing:
< http://www.multicap.asn.au/company.html >
Many of Australia's top 100 companies are now involved in some sort
of social-corporate response program. In fact, most of the top 20
companies are now involved in cause related marketing programs that
provide a range of benefits.
Kelloggs (Aust) Pty Ltd's venture with Kids Helpline is one example
of a successful cause-related marketing campaign. This campaign
reportedly helped to increase the company's share of the breakfast
cereal market by a staggering 7% with customers showing a new loyalty
Consumer research demonstrates that nearly 80% of family shoppers
believe companies should involve themselves in community programs.
Importantly, 49% of respondents say they would change brands if they
could see tangible evidence that a company was supporting its local
This gave me another approach.
I decided to see if I could find Australias top companies and see
what cause-related marketing or other disability-related partnerships
they might have. This proved to be time consuming, but a good method
Using the search term top 100 +australia +business, I came up with
the BRW business lists.
< http://brw.com.au/businesslists/businesslists.asp >
They gave me the definitive guide to the 1000 biggest enterprises in
Australia and New Zealand from November 2002.
Using that list, I went to the websites of the top 50 companies
listed. As I quoted Multicap saying earlier, Many of Australia's top
100 companies are now involved in some sort of social-corporate
response program. In fact, most of the top 20 companies are now
involved in cause related marketing programs that provide a range of
However I discovered that most of them are *not* involved in
disability causes. (Boo hiss :-) But here are the results for those
17 companies in the Top 50 who *are* involved in disability-related
causes along with their ranking in the list.
3) National Australia Bank - <
· the introduction of a transaction fee concession for people who
cannot use ATMs because of a disability
· the introduction of a telephone typewriter service to our Telephone
· adoption of staff recruitment policies which have resulted in the
employment of nearly 100 people with disabilities
· training and awareness raising for all staff, including senior
· the introduction of "close captions" and positive images of
disability in the National's advertising
· better physical access to ATMs and premises throughout the network
4) Coles Myer - < http://corporate.colesmyer.com.au/ms/pg324/Community_Relations.html?use=pg&pg=324&ct=1&pc=114
BI-LO and Coles have supported The Intensive Care Appeal, an
initiative of the Australian and New Zealand Intensive Care Foundation
(ANZIC) for the past two years. The foundation raises funds to improve
intensive care treatment in the areas of infection, lung injury, brain
injury and prevention. Through the sale of $2 wristbands, Coles and
BI-LO have raised more than $306,000 for the Intensive Care Appeal.
8) Commonwealth Bank <
Organisations which have benefited include the Variety Club, Camp
Quality, the Children's Medical Television Foundation, Cerebral Palsy
League, Diabetes Australia and the Children's Cancer Institute of
9) Westpac - < http://www.westpac.com.au/internet/publish.nsf/Content/WIWC+Our+Community+Involvement
List of their Matching Gifts charities (staff supported charities):
13) ANZ Banking - (kinda looks like they consider their administering
of trusts to be sufficient good deeds)
< http://www.anz.com/australia/charitabletrusts/guPrograms.asp >
administers trusts for
· programs designed to enable children with physical disabilities in
Victoria to gain access to mainstream community activities; and
· projects which provide access to work, education and mainstream
community activities for people with physical and/or psychiatric
disabilities. Projects will be preferred which benefit a substantial
portion of the population of people with disabilities.
15) Shell Australia - <
o Shell Volunteers - Specific activities depend on the interest of
16) Qantas -
*** Spirit of Community - <
Supported CANTeen with National Bandanna Day, Starlight Foundation (
been a sponsor of the Starlight Children's Foundation for more than 10
years), and Prime Minister's Employer of the Year Awards
***Spirit of Our People - <
28) Holden - < http://www.holden.com.au/www-holden/jsp/environmentcommunity/environmentcommunity.jsp?link=communityprograms&heading=community
Supports the United Way
29) SingTel Optus <
Supports the Starlight Foundation
30) Axa Asia Pacific - <
Hearts in Action - donate time and skills to the community by
participating in volunteer activities.
31) Leighton Holdings - < http://www.leighton.com.au/ >
Through its sponsorship program in Australia and Asia, the Group
actively supports medical research, charitable and community
organisations, youth and education projects, disadvantaged groups and
organisations that are committed to preserving our natural and built
33) Mayne Group - <
We have also supported a variety of health promotion and
fundraising campaigns, including the National Breast Cancer
Foundations Pink Ribbon Day, the Juvenile Diabetes Research
Foundations jelly baby campaign, Diabetes Australias Whats the Buzz
Day, and the Cure for Life Foundations fundraising dinner to aid the
treatment of brain cancer in young people.
35) Caltax - < http://www.caltex.com.au/corporate_com_spo.asp >
Caltex provides assistance for the foundation's dedication to helping
brighten the lives of seriously ill children through wish granting,
Starlight express rooms and more. Caltex supports the work of the
Starlight Foundation through sponsorship of the national Star Day
campaign and assisting in wish granting and fundraising for the
organisation at a national and local level.
36) Suncorp Metway - <
As well as direct company support, Suncorp staff give freely of their
time and expertise to help charities such as the Youth Enterprise
Trust, the Hear and Say Centre, the Queensland Cancer Fund and the
39) AMP - < http://www.ampgroup.com/2column/0,2445,CH937%255FCT5%255FCI2765%255FSI3,00.html
*** The AMP Community Partnership Program - three year
partnerships with the Leukaemia Foundation of Australia and the
National Breast Cancer Centre;
*** The AMP Volunteering Program - recognising those AMP
employees who support their local communities through voluntary work
outside work hours.
*** Social Ventures Australia - A new initiative that will be
launched in April . This program aims to attract and support
innovative solutions to entrenched social issues, by providing funding
and business mentoring.
49) Boral Ltd. - < http://www.boral.com.au/Article/General_10122001_131515.asp?AUD=communityEducation&Nodes=&site=Boral
monetary funding or goods in kind: Technical Aid To The
50) Alcoa World Alumina Australia - <
support provided by grants and employee volunteer organizations
(ACTION and Bravo! )
FYI, elsewhere I came across the following: "Listed among the Top 50
companies in Australia, TABCORP supports Gippsland's Big BBQ Benefit,
helping kids with Cerebral Palsy and the Cerebral Palsy Education
I hope that you will find the information about the companies above
(and for further info, please go to the links provided) as well as the
great amount of information provided in the Mutual Benefit: Community
and Business Getting Together report more than useful.
If you have any further questions or wish clarification, please dont
hesitate to ask.
Thanks for using Google Answers.