CAUSE MARKETING ARTICLES

Cause Branding In the 21st Century
Author: Carol Cone
Source: Public Service Report Newsletter

The country’s foremost expert in cause branding discusses why it is so important for non-profits, corporations and the media to get involved with cause marketing and provides a brief case study of a successful partnership.

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Rethinking Smokey Bear
Author: Barry Schoenfeld
Source: Agency Magazine

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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Cause Marketing Pros & Cons
Author: Bill Goodwill
Source: Broadcast Café Newsletter

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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Cause and Effect
Author: Richard Earle
Source: Adweek

This is an excerpt from the book "The Art of Cause Marketing", written by Richard Earle. The passage explains the theoretical framework for cause marketing and demonstrates its capabilities with a campaign for Tylenol (initiated by retired Johnson & Johnson chairman James Burke).

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The Wider Benefits Of Backing A Good Cause
Author: Sue Adkins
Source: Marketing

As firms are discovering, initiatives linked to good causes are also good for business. The article demonstrates the importance of cause-related marketing (CRM) by explaining goals and definitions of CRM as well as potential problems.

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When the Cause is Just
Author: Harvey Meyer
Source: Journal of Business Strategy

Proponents of cause-related marketing believe it yields a big payoff. But there are pitfalls. The comprehensive article shows examples of successful cause branding, the drawbacks as well as changes in consumer behavior associated with CRM.

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Michael J. Fox Foundation Breaks the "Rules"
Source: www.causemarketer.com

A recent print ad for the Michael J. Fox Foundation for Parkinson's Research defies recommendations for successful advertising - yet scores big. Because of this exceptional success it was selected "Cause Pick of the Month" by Causemarketer.com.

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Cause and Effects Marketing
Source: Brandweek Magazine

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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Buy a Lipstick and Better the World
Author: Patrick J. Kiger
Source: Good Housekeeping

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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Corporate Sponsorships -
The New Media Hybrid

Author: Bill Goodwill
Source: NBCA News

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.

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Non-Profits Get Market Savvy
Author: Jeff Smyth
Source: Advertising Age

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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Doing Well by Doing Good
Source: Responsive Philanthropy Newsletter

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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Not Just a Worthy Cause
Author: Paul T. Carringer
Source: American Advertising

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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Turning Good Deeds Into Good Business
Author: Michael J. Major
Source: Promo - The International Magazine for Promotion

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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Cause and Effect
Author: Noreen Brubeck
Source: Promo - The International Magazine for Promotion

Charities are wooing marketers with turnkey programs that make them look good and move products too. Increasingly promotions arc 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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A New Twist to Cause Marketing
Author: John Garrison, President National Easter Seal Society
Source: Fund Raising Management

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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The Art of Cause Marketing
Author: Richard Earle
Reviewed by Lynn Fenske
Source:McGraw-Hill

Public service announcements are the property of the non-profit sector. Is your organization capitalizing on their power? Are they included in your arsenal of public education, fundraising and volunteer recruitment tools? If not, you need to read this book.

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