Pizza Chain Uses Co-Marketing to Raise Funds for Causes

For 33 years Papa Gino’s and its sister company D’angelo have been raising money a buck at a time for Easter Seals and The Genesis Fund.

What always distinguished this point-of-sale program from any other is that Papa Gino’s andD’Angelo didn’t use a traditional pinup. They chose a coupon book.

I’ve been buying the coupon book for years! I remember that it always had money-saving coupons for the two restaurants.

This year I noticed the pizza and sub chain added coupons from other businesses: Showcase Cinemas, Boston Red Sox, AAA, Battleship Cove, Modell’s, Boston Duck Tours, iPartyand The New England Revolution.

I’m a big fan of co-marketing with cause marketing. We’ve used the strategy ourselves. It adds value for the customer at the register and entrepreneurial causes can use co-marketing to recruit additional partners and raise money.

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Joe Waters blogs on cause marketing at Selfishgiving.com. He is the co-author of Cause Marketing for Dummies (July, 2011).