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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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