For a Good Cause Promote a charity and your business.
By Gwen Moran Edited by Frances Dodds
Opinions expressed by Entrepreneur contributors are their own.
Red products fight the AIDS crisis in Africa. Pink ribbon products support breast cancer research. Should you create a cause-related product?
"Usually people have no problem purchasing when it's for charity," says Uri Shemesh, 43, who, along with his wife, Melinda, 43, owns Moda Fina, a Phoenix jewelry retail and design shop that has created limited-edition pendants for various causes. Recently, Moda Fina designed a $4,200 pendant for the Phoenix Children's Hospital and sold five in two months--a quicker turnaround than other pendants at that price point.
John Rosica, founder of Rosica Strategic Public Relations in Paramus, New Jersey, which specializes in cause-related marketing, offers some tips for doing this well.
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