But cause marketing can take many other shapes as well, including going local to partner with small businesses in your community which works especially well for organizations that serve a specific region, town or neighborhood. Selecting the right marketing strategies is more critical now than ever, with resources so scarce. And if it is, how do you bring the program to life? Joe, why is it so tricky to understand cause marketing?
How do you define it? Some people call anything related to corporate giving cause marketing. Others think that the marketing of causes is cause marketing.
Cause Marketing 101: How to Partner With For-Profits for Mutual Gain
Whenever American Express cardholders used their card, the company donated one cent to the renovation of the Statue. The promotion was truly win-win. A win for American Express, a win for restoring Lady Liberty. Joe, you are all cause marketing, all the time. What makes you so passionate about this strategy? Two things.
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First, I truly believe that any nonprofit or company—of any type or size—can use cause marketing. Nor, from the business owner point of view, is cause marketing just for Starbucks, Wal-Mart and Kentucky Fried Chicken. Businesses of every size can demonstrate your commitment to the community and build your favorability with customers. Second, cause marketing has an important connection with two interests of mine: technology and social media.
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Cause marketing began as an innovative marketing strategy. As the web, social media, location-based services and mobile technology are growing and changing, cause marketing is adapting and evolving with them.
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We all hear about the big players and their successes. How can small and medium nonprofits get started with cause marketing? A lot of nonprofits begin with developing a program idea and listing the companies they want to approach. Name required. Mail will not be published required.
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