Cause Related Marketing
By Barry Schoenfeld
Source: Agency Magazine, Spring 1999
In this stimulating article, the author discusses how today’s social issues marketing campaigns differ from the classic PSA programs of yesteryear.
He provides examples of how marketing techniques are being used to raise public awareness and change public attitudes, beliefs and behavior.
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articleCause Marketing Pros & Cons
While there are many strategic marketing benefits for corporations and non-profits to enter into cause marketing agreements, there are also pitfalls as well. This article outlines some issues for non-profits to think about as they enter into these alliances.
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article"Cause and Effects Marketing"
Source: Brandweek Magazine, April 22, 1996
Synopsis: Charity, in and of itself, doesn't pass muster as cause marketers seek unprecedented brand accountability. Article provides examples of several outstanding campaigns which tied an important social issue together with a consumer products such as Avon's breast cancer awareness campaign and the benefits to be realized by both parties in forging these strategic alliances.
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article
"Buy a Lipstick and Better the World"
Source: Good Housekeeping, September 1995
Synopsis: A good background primer on what cause-related marketing is all about with examples of major marketing campaigns in the public interest and what consumers should consider when making purchases where cause related tie-ins are involved.
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article
"Corporate Sponsorships - The New Media Hybrid for the 90's"
Author: B. Goodwill, NBCA News, Spring 1995
Synopsis: This article is itself a synopsis of a larger study entitled: "Corporate Sponsored Media Campaigns - New Opportunities for Public Health" produced by Harvard University's Center for Health Communication. It provides an excellent overview of what corporate sponsorships are about, how they work, examples of campaigns and the benefits to the three parties involved - media, non-profits and the corporate sponsor. For a copy of the complete study, contact: Susan Moses or Terri Mendoza, Harvard University School of Public Health 1-617-432-1038
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study"Non-Profits Get Market Savvy"
Source: Advertising Age, May 29, 1995
Synopsis: Non-profits are increasingly lending their names to products as a way to generate income. Example in the article include the tie-in between the Arthritis Foundation and McNeil Consumer Products Company, which produce aspirin, considered by many to be the prototype for future relationships between non-profits and corporate America.
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article"Cause Related Marketing, Doing Well by Doing Good"
Source: Responsive Philanthropy Newsletter, Summer 1994
Synopsis: Article focuses on the "Charge Against Hunger" campaign which has become one of the more successful examples of cause related marketing pairing the non-profit Share Our Strength and American Express, as well as other corporate partners in an on-going campaign to overcome hunger and homelessness.
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article
"Not Just a Worthy Cause"
Source: American Advertising, Spring 1994
Synopsis: Cause related marketing delivers the goods and the good. Today's consumers often want more than just quality, price and service in their purchases; they want to do business with companies that are socially responsible. The companies, on the other hand, have discovered that cause-related marketing not only satisfies the consumer, but also helps position them on the right side of important social issues.
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article"Turning Good Deeds Into Good Business"
Source: Promo: The International Magazine for Promotion, Marketing February, 1992
Synopsis: Faced with dwindling corporate donations, charities are creating promotion programs that deliver positive PR and increased sales. Many companies are viewing cause related tie-ins not so much as extracurricular activities but integral components in their overall business strategies which has replaced the concept of doing good deeds strictly for altruistic reasons.
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article"Cause and Effect"
Source: Promo: The International Magazine for Promotion, Marketing February 1991
Synopsis: Charities are wooing marketers with turnkey programs that make them look good and move products too. Increasingly promotions are moving beyond the "feel-good" campaigns of a few years ago, and instead are focusing on marketing tie-ins that move product and create positive images of both corporate and non-profit partners.
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article"A New Twist to Cause Marketing"
Author: John Garrison, president National Easter Seal Society
Source: Fund Raising Management, February 1990
Synpopsis: A case history of how Easter Seals uses "social responsibility marketing" via corporate sponsors to bolster volunteering, employing people with disabilities, increasing both public support and public exposure. Article details how Easter Seals ties in national sponsors with local volunteers and other local support groups.
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article