Watch this important short video on the many benefits of cause marketing
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What is cause marketing
Cause marketing is the development of a marketing partnership between two or more partners from nonprofit and for-profit organizations. The focus is on each party receiving benefits (funding, product sales, brand awareness, media coverage, community goodwill, and much more) toward their individual marketing objectives while striving to create a greater good through their combined resources.
Indeed, over the years, Bruce has developed a list of nearly 70 benefits that nonprofits and for-profits can receive from a well-designed, strategic partnership. A detailed list of these benefits can be found in the Resource Center, and in the free PDF of his book Win-Win for the Greater Good. These lists will help you focus your partnership on maximum success.
Cause marketing comes in all sizes, from national campaigns down to a local retail store working with a Big Brothers/Big Sisters chapter. The results have been proven time and time again to benefit all stakeholders and to have a significant impact on the bottom line of the partners. What matters most is the commitment of the partners to help someone or something in need. When done right, the results are not only win-win – more importantly: “everybody wins”.
Cross-sector partnerships are very similar to cause marketing, though the educational and governmental sectors can also be involved in such a campaign or program. Cross-sector partnerships do not necessarily focus on fundraising or marketing a product. In most cases, the goal is to have multiple partners focus on a mutual goal that benefits the greater good.
Cause marketing comes in all sizes, from national campaigns down to a local retail store working with a Big Brothers/Big Sisters chapter. The results have been proven time and time again to benefit all stakeholders and to have a significant impact on the bottom line of the partners. What matters most is the commitment of the partners to help someone or something in need. When done right, the results are not only win-win – more importantly: “everybody wins”.
Cross-sector partnerships are very similar to cause marketing, though the educational and governmental sectors can also be involved in such a campaign or program. Cross-sector partnerships do not necessarily focus on fundraising or marketing a product. In most cases, the goal is to have multiple partners focus on a mutual goal that benefits the greater good.