Cause Marketing
Cause marketing or cause
related marketing are terms used to describe a strategic partnership
between a for profit and non profit organization. Support is given to a
charitable cause in such a way that it also promotes the business
interest or image of the for profit company.
Wikipedia, the free encyclopedia, defines
cause marketing or cause-related marketing as a type of
marketing involving the cooperative efforts of a "for
profit" business and a non-profit organization for
mutual benefit. The term is sometimes used more broadly
and generally to refer to any type of marketing effort
for social and other charitable causes, including
in-house marketing efforts by non-profit organizations.
Cause marketing differs from corporate giving
(philanthropy) as the latter generally involves a
specific donation that is tax deductible, while cause
marketing is a marketing relationship generally not
based on a donation. Source:
http://en.wikipedia.org/wiki/Cause_marketing
Interestingly, this style of marketing is
relatively new with one of the first campaigns which started in
1979 with the Famous Amos Cookie
Company. Company founder and owner Wally Amos became the national
spokesperson for the Literacy Volunteers of America from 1979 until 2002
when they merged with the Laubach Literacy Council to create ProLiteracy
Worldwide.
In 1983 another successful cause
related marketing campaign was introduced by American Express which
touted their partnership with the now famous restoration project for the
Statue of Liberty.
According to
Tom Watson, Publisher of
onPhilanthropy, cause marketing campaigns spend over one billion
dollars each year, and each year this figure is on the increase.
Companies are all seeking
to identify with their consumers and establish some point of difference.
Studies have shown that if consumers think a company is associated with
a "good cause" or if the company is "socially responsible" this may reason
enough for the consumer to choose one brand over the other
assuming the products in question are comparable in both price and
quality.
Likewise, there is also cause a related marketing myth
that has been circulating for years associated with the National Kidney
Foundation concerning the pull tabs or top
tab on aluminum cans. The
original source of this myth/rumor is unknown but the ongoing claim
states that pull tabs have some special redemption value for time on a
dialysis machine. This unfortunately is FALSE!
Source:
http://www.snopes.com/business/redeem/pulltabs.asp
Sponsorship
Network has been
providing clients across the country with sponsorship solutions
for over 15 years. From single event tie-ins to cause marketing
campaigns to venue naming rights, we’re passionate about
creating profitable sponsorships for our clients. Services
include: creating, planning and selling sponsorships as well as
coaching and training. They also share their expertise at
regional and national conferences.
In short, they help you approach and secure sponsors
by providing insights into the changing world of sponsorship.
When thoroughly researched, thoughtfully planned and properly
executed, sponsorships deliver revenue to the bottom line and
so much more.
The right corporate sponsors increase awareness, build
credibility and improve advocacy.
Whether seeking sponsors for arts programs, concerts or major
sporting events, the professionals at The Sponsorship Network
bring mission and sales together to create ethical sponsorships
that deliver results.
Our assistance is always strategic in nature
and usually begins with an on-site visit. It’s amazing how many
pieces come together in a face-to-face meeting. It’s not
essential that we sell your sponsorships. Many clients hire us
to create Strategic Sponsorship Plans. Plans vary in size and
scope. Most clarify marketing benefits, calculate fair market
value and identify top prospects.
Sponsorship means different things to different people.
When everyone shares the same sponsorship knowledge, sales
increase. It’s just that simple.
Sponsorship
Network tailors
sponsorship presentations that educate, inspire and motivate.
Because we sell sponsorships for clients nationwide, training is
real-world.
Trainings are tailored, interactive and fast-paced.
For details call the Sponsorship Network at (716)565-6900 or
visit them online at:
https://www.sponsorshipnetwork.com/.
Make sure to ask for their free simple training
questionnaire.
Additional
Resources:
Foundation Center - What
is cause-related Marketing?
http://foundationcenter.org/getstarted/faqs/html/cause_marketing.html
Cause Marketing - Dedicated to Highlighting And Dissecting The Best and
Worse Cause Marketing Promotion Campaigns
Cause-Related Marketing by Steven Van Yoder
"Cause-Related Marketing":
Why Social Change and Corporate Profits Don’t Mix
Submitted by Inger Stole
Cause Marketing Forum, Inc. was
founded in 2002 to help companies and nonprofits do well by doing good.
To advance and expand cause marketing in America, CMFI has created:
The Cause
Marketing Annual Forum Conference,
The Cause
Marketing Halo Awards,
The CM Guide
at causemarketingforum.com,
Cause
Marketing Forum Membership, Cause Marketing Forum Workshops and
Tele-classes, and the Cause Alliance Research Service.
Managing the Risks of Gifts with Strings Attached - This paper by Donald
W. Kramer, Editor, Don Kramer's Nonprofit Issues, was presented during a June
2000 PERI Symposium entitled "Managing Fundraising Risks."
Money and Reputation: Benefits and Risks in Cause-Related Marketing -
This paper by James Bausch, Advisor in Not-for-Profit Enterprise, was presented
during the June 2000 PERI Symposium "Managing Fundraising Risks."
Hunting for Cause Related
Marketing's Charitable Impact By Sandra Miniutti
http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=203
Cause Branding
In the 21st Century by Carol Cone
Rethinking Smokey
Bear by Barry Schoenfeld
Cause Marketing
Pros & Cons by Bill Goodwill
Cause and Effect by
Richard Earle
The Wider Benefits Of
Backing A Good Cause by Sue Adkins
When the cause is just
by Harvey Meyer
Michael J. Fox
Foundation breaks the "rules" yet comes up with a winner!
Cause and Effects
Marketing
Buy a Lipstick and
Better the World by Patrick J. Kiger
Corporate Sponsorships
- The New Media Hybrid for the 90's by Bill Goodwill
Non-Profits Get Market
Savvy by Jeff Smyth
Cause Related
Marketing, Doing Well by Doing Good
Not Just a Worthy
Cause by Paul T. Carringer
Turning Good Deeds
Into Good Business by Michael J. Major
Cause and Effect by
Noreen Brubeck
A New Twist to Cause
Marketing by John Garrison, President National Easter Seal Society
