LUSH Charity Pot = effective cause-related marketing

Photo credit: LUSH

In 2007 LUSH launched a program called Charity Pot. Since then the charity has been able to raise over $10,000,000 for more than 850 grassroots charities in 42 different countries. LUSH gives 100% of the proceeds to the charity that is indicated on the lid of the pot.

Charities supported by LUSH range from humanitarian to environmental and animal rights. Of you of the charities that have benefited from the charity pot program are:

• Victory Community Development Society
•  Supporting sustainable community building and poverty alleviation in Northern Ethiopia.
• For the Children
• Every student should have school supplies to begin each school year regardless of socio-economic status.
• Equality New Mexico
•  Equality New Mexico is the state's LGBTQ advocacy and civil rights organization.
• Project Coyote
• Promoting compassionate conservation and coexistence between people and wildlife 
• Honor the Earth 
• Honor the Earth: a national environmental Native-led organization protecting our sacred waters, land and relatives.
• Spirit Bear Research Foundation
• Conducting locally relevant, ecosystem-based wildlife research addressing pressing conservation concerns in Canada’s Great Bear Rainforest.

This cause-related marketing is effective because it allows people to buy a useful product (lotion) encased in

Photo credit: LUSH

attractive packaging. Each pot has a picture and description on the lid of the charity that proceeds from the sale will help fund. Purchasers of the charity pot also aren't limited to donating to just one charity as the program has a number of different pots offering support to a wide number of different charities.

LUSH already has other initiatives that make it  a very socially responsible company. All of the companies products are ethically sourced, environmentally friendly and are not tested on animals. The companies ethical efforts is a huge part of it's brand.

The charity pot program has also been tied into some of the companies other intiatives making it an even more attractive buy. Each charity pot includes 7 ingredients from the companies SLush Fund projects around the world. The SLush Fund mandate is: 2% of the amount spent on raw materials and packaging is used to invest in sustainable farming and community projects from scratch.

Charity Pots can be purchased online or in store. Charities that are interested in applying for funding can do so here.

- Thea Ness