Cause Marketing Partnerships Overview - dummies

Cause Marketing Partnerships Overview

By Joe Waters, Joanna MacDonald

Cause marketing is like a marriage: You need a partner. But choosing that special someone is never easy. Compatibility is important, but you also want a good provider. No one wants to wake up one morning and realize they picked the wrong partner!

Cause marketing is a partnership between a nonprofit and a company for mutual benefit. The company wants to enhance its reputation with customers and drive sales. The cause wants to generate awareness for its mission and raise money. Cause marketing is win-win. It’s no wonder Joe named his blog Selfish Giving!

Cause marketing can’t happen without two players. Some people think that when a cause that clothes the poor opens its own for-profit used clothing store, it’s cause marketing. It’s not, because there’s no for-profit partner — it’s just a nonprofit undertaking a for-profit activity.

On the other hand, a business that just gives money to a cause without working strategically with one can’t be called cause marketing, either. There’s another name for it: corporate philanthropy.

Cause marketing can take many shapes, but it all starts with a partnership between a cause and a company. Let the courtship begin.