Cause marketing worth in region of £30m to charities

Cause-related marketing is worth at least £30 million a year to charities, according to Business in the Community's latest research.

The top five charity beneficiaries of corporate largesse in 2001 were Comic Relief, Breakthrough Breast Cancer, Breast Cancer Care, Help the Aged and Children in Need, the research found.

For the first time, Business in the Community has "tracked" what company donations - in cash and equipment - were worth in 2001.

The biggest programme last year was Tesco's Computers for Schools scheme, which put IT equipment worth more than £7 million into schools.

But the £30 million is dwarfed by the value of free exposure. The Alzheimer's Society logo appeared on two billion Tesco carrier bags as part of the supermarket's charity of the year partnership, generating an estimated £1 million.

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