In a recent post, I offered an expanded definition of currency that includes social currency…the way you interact with the people that touch your organization. How do we know when we’re dealing with social currency? Stories. The telling of our collective stories. It’s a Basic Human Need Stories of how our products or programs have [...]
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Cold, Hard Currency for Your Cause
Depending on whose definition you cite, cause marketing typically involves (and campaign success is often measured by) an exchange of currency. We’re talking cold hard cash…moolah…dollars. Increases in sales for a point-of-sale retailer, funds raised or donated to a non-profit organization. You know the drill. The bottom line. As consumer expectations continue to evolve, it’s [...]
What Will it Take For Your Project to Bear Fruit?
Beginning anything new from scratch, be it a new business venture, cause marketing campaign, strategic partnership or other major project is exciting. And a little daunting. In certain situations, it can feel like you’re betting the farm. Except it’s not a farm yet. Not really. More like an empty garden plot upon which you envision [...]
The Choice Between Cause and Brand
Let’s assume for a moment, that the recent article, “Charity Brawl: Nonprofits Aren’t So Generous When A Name’s at Stake” was about a for-profit company. The article, appearing in the Wall Street Journal this week, outlines the trend toward legal action by large non-profit organizations against other organizations to protect their brand from “…dilution, tarnishment, [...]
Name That Cause Marketing Organization
Here’s a cause marketing trivia question for you: Who’s been doing cause marketing campaigns for 20 years and cranks out an astounding 60-70 campaigns per year? Here’s a hint. They’re not an agency, though they broker cause marketing partnerships all day long. They’re not a non-profit organization, though their hopper is full of amazing causes [...]
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