Pizza Chain Uses Co-Marketing to Raise Funds for Causes - By Joe Waters

Pizza Chain Uses Co-Marketing to Raise Funds for Causes - By Joe Waters

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


The 3BL Media blog roll is a select list of the most influential, respected, and authoritative voices in corporate social responsibility. Compiled from the 3BL Media staff’s extensive contacts with longtime CSR commentators, these bloggers offer relevant news, opinions, and ideas about all things CSR in one convenient place.

Friday, March 11, 2011 - 7:38am




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 CinemasBoston Red SoxAAABattleship CoveModell’sBoston Duck ToursiPartyand 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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