Cause-related marketing refers to a type of marketing for profit and non-profit businesses working together for a mutual benefit. The creation of the term has been attributed to American Express in order to describe their efforts to support locally-based charitable causes that promote businesses and their good works.In this doggie dog world, I am very impressed with the charitable, cause campaigns of Toru Dog. The company sells dog hoodies, tees and tanks, as well as some products for people, too.
In July 2008, Toru produced a hip, rock 'n roll clothing line for dogs to raise awareness and funds for The Good Dog Foundation, located in Brooklyn, NY. Fifteen percent of the proceeds of The Good Dog charity line are donated to The Good Dog Foundation, a non-profit organization dedicated to all forms of animal-assisted therapy. To learn more about or to make a donation to The Good Dog Foundation, visit http://www.thegooddogfoundation.org/.
This year, Toru owners, Susan and Vanessa, have created Rescue Wear to promote awareness for rescue groups, as well as adoption and spay/neuter programs nationwide. Fifteen percent of the proceeds from this line are donated to Miami-based Paws 4 You Rescue, whose top priority is to save animals from euthanasia at Miami Dade Animal Services. To learn more or make a donation to this 501(c)(3) organization, visit http://www.paws4you.org/.Good luck, girls, and keep up the good work! If you want to learn more about Toru and its good works, visit the girls at the HH Backer Christmas Trade Show in Booth #4644 on Friday, Saturday or Sunday.