Cause marketing: build your image and bottom line through by Joe Marconi

By Joe Marconi

Your company's a hit, thanks, and now you need to supply anything again. What if you happen to do? Write a cost? begin a beginning? Joe Marconi explains that reason advertising is all this and extra. In reason advertising, you determine how your organization can top make contributions whereas leveraging its stable deeds to enhance company. This is smart: humans prefer to purchase from businesses that care. yet it isn't as effortless because it sounds. How do you opt the fitting associate (or do you need a associate in any respect) and layout a application? What are the capability pitfalls? Marconi's ebook is a primer, entire with considerable real-world examples, at the rules of reason advertising, with perception at the problem of taking credits with out showing phony or egocentric. even though it is extra rhetorical than functional, we propose this booklet to senior executives who are looking to know about the advantages - and downsides - of reason advertising.

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Extra resources for Cause marketing: build your image and bottom line through socially responsible partnerships, programs, and events

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Maybe not. Network TV news broadcasts and national magazines routinely report on famine, f lood, earthquake, and wars in which children are left homeless and seemingly without hope unless someone reaches into both heart and wallet to help in some meaningful way. Cause marketing is specifically about helping people in a meaningful way that will in turn ref lect back favorably on the doer of the good work. CARE, UNICEF, the International Red Cross, and countless others appeal to companies and individuals without concern for borders, viewing their constituents as the community of the world.

Such an organization cannot afford to let a representative of a company that knows less about an issue or cause appear to be in charge. That would look like the kind of sellout that could irreparably harm the organization’s reputation. Yet a company that receives no responsible role beyond providing financing risks the appearance that it knows precious little about the subject with which it would identify itself. Assuming the partnership is a good fit and both the company and the nonprofit organization share a mutual respect, an easy solution is to create a governing board composed of members (of equal rank and status) from both camps.

Consider, for example, the organizational differences that typically result from dissimilar cultures: On the one hand, the business that achieves maximum efficiency through the use of such incentives as benefit plans, bonuses, and stock options and whose workforce is trained to accomplish objectives within a specific time and budget; and on the other hand, a nonprofit organization that may have some paid staff but relies largely on volunteers, whose motivation is rarely linked to compensation and who must be managed very differently.

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