Our learning support and mentoring programs in 90 Australian communities directly help children in need achieve their goals through education.
View all programs Cause-related marketing
What is cause-related marketing?
Today, doing good is more than a choice. It’s a social and strategic imperative.
Consumer attitudes have shifted. Australians now expect brands to build a better world and be an engine for positive change.
Cause-related marketing (CRM) is a collaboration between a for-profit business and a
nonprofit organisation for mutual benefit.
It usually takes the form of a marketing campaign that demonstrates how an organisation's social responsibility translates into specific benefits for society.
Reach out to our team
Tiffany Jeffs
National Manager, Corporate Partnerships
Based in VIC
0423 420 269
tiffany.jeffs@thesmithfamily.com.au
Alex Tardif
Senior Manager, Partnership Development
Based in VIC
0433 792 222
alex.tardif@thesmithfamily.com.au
Luke Greggor
Senior Manager, Corporate Partnerships
Based in NSW
0421 102 415
luke.greggor@thesmithfamily.com.au
Why consider a cause-related marketing campaign?
Cause-related marketing campaigns provide you with a powerful way to achieve your business goals while making a life-changing difference for young Australians impacted by poverty.
Benefits:
- Allows you to support a cause that aligns with your Corporate Social Responsibility/Environmental, Social, and Governance strategies and values.
- Demonstrates your organisation as a responsible corporate citizen and shows your customers, employees and stakeholders that you are serious about giving back to your community.
- Increases brand awareness, deepens customer loyalty and can even boost sales.
- Enhances your organisation’s reputation and image.
- Boosts employee morale and camaraderie, uniting your team around a common cause.
- Allows your customers to make a direct social impact through their participation in your campaign.
Why partner with The Smith Family?
The Smith Family is a well-known and respected charity. Our reputation can help you build trust and awareness for your organisation and products.
Partnering with The Smith Family means aligning your organisation with a legacy of positive impact – connecting you with our 100-year history of supporting Australian families while demonstrating your commitment to social responsibility.
Together, we'll make a real difference in the lives of Australian families and create a deeper connection with your customers who care about making a difference.
The life-changing impact of your support
Every child should have the opportunity to change their future. But for 1.2 million young Australians*, poverty stands in the way.
Through no fault of their own, children growing up with disadvantage face daily challenges that can prevent them from achieving all they’re capable of.
The risk factors that lead to educational inequality can begin in a child’s early years and continue throughout school. Without the right support at the right time, the effects can be long-term and intergenerational.
Education provides a pathway out of poverty – empowering future generations of young Australians.
Different types of cause-related marketing campaigns
- Donations at point of sale: Your customers simply add a donation on top of their purchase.
- Product sales campaigns: Your organisation pledges to donate a percentage or a set amount from the sale of certain products.
- Round-up campaigns: Your customers donate to The Smith Family by rounding up their transactions to the nearest dollar or amount set by you.
- Incentive-based campaigns: Your organisation pledges to make a donation for each customer who completes a set task.
- Matched giving: Your organisation pledges to match donations made by others (customers, employees, event participants).
- Event sponsorship: Your organisation sponsors a Smith Family event, such as The Dream Run or The Smith Family Challenge.
We have extensive experience running successful cause-related marketing campaigns that we'd love to share with you. If you'd like to find out more, please drop us a line today.
Powering better journeys with Ampol
Each year, the Ampol Foundation partners with The Smith Family to engage their employees, retail network and customers to raise funds to support our work.
In 2024, a set amount was donated from the sale of a range of products at selected Ampol Foodary stores, and customers could also donate at the point of sale.
Our Communications team works closely with Ampol on a range of in-store collateral, marketing materials and social media content. We also prepare briefing materials for their team to ensure their employees feel inspired and confident to engage customers and solicit donations.
Over the past four years, the Ampol Foundation has raised almost $1.4 million for The Smith Family to support children and young people impacted by poverty.
Giving back with Asahi Lifestyle Beverages
Recent years have been challenging, with many Australians doing it tough. Asahi Lifestyle Beverages recognised the need and keen interest among their employees and customers to support their local communities.
As a result, The Big Giveback campaign was born. It embodies the belief that small change can add up to make a significant impact. Our annual campaign, ‘Thirst for Change’ is dedicated to creating better futures for Australian children in need by providing vital educational support.
The premise is simple – 10 cents from the sale of selected non-alcoholic drinks at participating retailers is donated to The Smith Family, and therefore, creating campaign materials to engage and support their retailers has been key.
Over the past five years, Asahi Lifestyle Beverages has raised over $1.7 million for The Smith Family.
Brewing up positive change with Hungry Jack's
Hungry Jack's is proudly supporting The Smith Family as part of their commitment to build stronger communities and express their core value to Make a Difference.
As a leading employer of young Australians, Hungry Jack’s understands the importance of providing opportunities that enable Australia's youth to develop essential skills, which will serve as a foundation for success – regardless of their background or circumstances.
In late 2024, Hungry Jack’s kicked off their in-store cause-related marketing campaign to support the education of young Australians through The Smith Family’s core Learning for Life program.
Hungry Jack’s is generously donating 10 cents from the sale of every medium and large hot drink ordered, year-round.
Helping to change students' lives with Officeworks
Officeworks has been proudly working together with The Smith Family for more than a decade.
Our flagship cause-related marketing campaign, which brings the partnership to life, is the annual Officeworks Back to School Appeal – a national fundraising drive that runs for around six weeks. Officeworks’ customers are asked to donate $2, $5, $15 or $20, in-store or online. It’s an incredible nationwide team effort powered by Officeworks’ management, implemented by their retail employees, and deeply embedded into their culture.
The campaign has experienced phenomenal growth. Since our first appeal, Officeworks has raised more than $10.6 million for The Smith Family.
Thanks to the generosity of their customers and the support of their 9,000 strong team across 171 stores nationwide, Officeworks is empowering students to create brighter futures for themselves.
Corporate partner testimonials
Our partnership with The Smith Family forms part of our community work through the Ampol Foundation, including our commitment to supporting the education of Australian youth. We know the work The Smith Family does is so important to positively impact the lives of young Australians and their families.
We’re proud that Officeworks’ long-term partnership with The Smith Family makes a real impact in students’ lives, helping to close the literacy, numeracy and social connection divide for so many young people in Australia.
More ways to support
Become a corporate partner
With your people and our combined passion, together, we can offer many more young Australians the chance to create a better future for themselves.
Current partners
Our partners have joined forces with us to support the education of young Australians experiencing disadvantage, so they can create better futures for themselves.
Workplace Giving
Workplace Giving allows your employees to make small, regular donations to The Smith Family at the same time as reducing their taxable income.
1 Davidson, P; Bradbury, B; and Wong, M (2023), Poverty in Australia 2023: Who is affected, Poverty and Inequality Partnership Report no. 20. Australian Council of Social Service and UNSW Sydney.