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I was discussing the subject of cause marketing with a peer recently. Cause marketing is a nice fit for today’s socially conscious world. For the agency that facilitates it, it makes it easier to generate leads. It’s a 2-part exercise. On one hand, you have to build a willing library of causes that are looking for sources of income in a variety of topics. The next challenge is to match the causes up with companies that share the same values and possibly culture. If this marriage works, then the target brand has a terrific platform to show their social conscience to the world.

This platform is your opportunity to manage it’s worth to the brand and build influence throughout the community. In Canada for instance, most not for profits are cash poor, so this would be a welcome opportunity for them – someone to help them find a partner in fund-raising. In a situation where the not for profit’s financial picture is healthier, it’s a further opportunity to cross-promote. For marketing companies, this is a great source for new business

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