MasterCard drives dining with a purpose

 
July 3, 2013 | by Alicia Kelso

This summer, MasterCard and Stand Up To Cancer are once again teaming up to offer restaurants and their guests an opportunity to help raise money in support of cancer research.

"Dig In & Do Good" is a national marketing campaign designed to raise funds for SU2C, a program of the Entertainment Industry Foundation and 501(c)(3) charitable organization that raises funds for translational research that can get new therapies to patients quickly.

How it works

From July 12 to Sept. 28, when U.S. MasterCard cardholders use their card to pay for their bill of $10 or more, MasterCard will make a 1-cent donation to Stand Up To Cancer — up to a total of $4 million.

Eligible transactions include dine-in, takeout and delivery. For this program, restaurants are defined as: full-service restaurants; quick-service and fast casual restaurants; and many sports concessions (certain terms and conditions apply).

While the program formally launches July 12, engagement activities will take place throughout the duration, including focused activities around the 2013 MBL All-Star Week encouraging consumers to actively support SU2C by using their MasterCard card while dining out.

Share your story

As part of this year's program, MasterCard is providing enhanced ways for consumers to get involved. Throughout the campaign, consumers will have an opportunity to take action in a number of ways and involve their own social networks in supporting the cause.

"Cancer has affected almost all of our lives in some way, leading us to appreciate our everyday activities," said Cheryl Guerin, senior vice president, U.S. marketing, MasterCard. "This program provides our cardholders and restaurant partners one way to come together to stand up for such a valuable cause and help give those living with cancer a chance to celebrate many more priceless moments in their life."

Getting involved

The program can help restaurant owners build their business by giving them a cause marketing platform. Restaurateurs can join this effort by using MasterCard-developed tools, including easy-to-download POS template materials and other resources, available at mastercard.com/supportSU2C.

This year's campaign builds on an initiative started in 2011 that has raised more than $12 million for cancer research to date based on the use of MasterCard cards for purchases ranging from takeout to fine dining.

Read more about cause marketing initiatives.


Topics: Marketing / Branding / Promotion , Operations Management , Social Responsibility


Alicia Kelso / Alicia Kelso has been a professional journalist for 15 years. Her work with QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.
View Alicia Kelso's profile on LinkedIn

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