10 Commandments of Cause Marketing

Cause-Related Marketing Isn't That Difficult...

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Having escaped the bonds of traditional philanthropy, cause marketers set forth for the land of milk and honey. During their journey, a tribe among the cause marketers, called Komen, made a great golden [deep-fried] chicken and they worshiped it.

Everyone got really pissed. And they complained of the golden chicken.

To avoid ever having another stupid golden chicken, the cause marketers agreed to these 10 commandments of cause marketing.

#1 You shall know what cause marketing is.

Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit. For the nonprofit, the profit is money AND branding/visibility. For the for-profit, the profit is greater favorability with consumers and, potentially, increased sales. The premise is a simple one. Consumers buy from companies they like and respect. Cause marketing is a conduit to earning their favor.

#2 You shall not confuse cause marketing with philanthropy, sponsorship or corporate social responsibility.

While cause marketing certainly involves giving, philanthropy is not the primary goal. Marketing is. Sponsorship is very similar to cause marketing, but what distinguishes the two are the tactics they employ. I'm not totally sure what corporate social responsibility (CSR) is, but it's not cause marketing. What I do know is the former is a strategy that can employ cause marketing as a tactic. Calling cause marketing CSR is like calling a savings account an investment strategy.

#3 You shall choose your cause marketing partners carefully.

As we learned from Komen and KFC, not all cause marketing partners are a good fit. Consider carefully with whom you partner or you just might do more harm than good. Take a cause marketer's Hippocratic Oath: "Do no harm." Don't harm your organization, the constituents you serve or your trusted partner.

#4 You shall create cause marketing programs that are win-win.

The essence of cause marketing is mutual benefit. Just as nonprofits hope to increase visibility and raise money, for-profits aspire to enhance favorability with consumers and, ultimately, drive sales. If it's not win-win, it doesn't work. And it's not cause marketing.

#5 You shall act like a business person, with a conscience.

Cause marketing exists at the intersection of philanthropy, business and marketing. You have to be innovative, results driven and customer-focused like a business person, but giving, human and humane like a philanthropist. A cause marketer must balance herself between value and values.

#6 You shall not limit the benefits of cause marketing to money.

Cause marketing is a great way to build your brand, increase your visibility, promote your events, recruit participants for your cause walk, run or ride and identify prospects for major gifts. The list goes on and on.

#7 You shall make your cause marketing program transparent for all to see.

Consumers aren't fools. When they support a cause marketing promotion, identify the cause that's getting the money, how much they will receive and a quick blurb on how they will use it. "For every (RED) beverage purchased at Starbucks, five cents will be donated to buy lifesaving medicines for those living with HIV in Africa." Don't hide your giving behind "A portion of the proceeds will be donated to organizations that fight breast cancer."

#8 You shall not expect results overnight.

It takes time to build a successful cause marketing program. Most begin with an existing company or corporate leader that you've already worked with. Once you have the credibility of a couple successful programs behind you, it will be easier to create partnerships with new businesses. Training helps.

#9 You shall use social media strategically with cause marketing.

Businesses are using social media more than ever. It's important you keep pace with new trends and new technologies to solidify cause marketings place in the corporate marketing mix. Of course, I've written that geo-location services like Foursquare will be huge for cause marketers so it's good place to start!

#10 You shall not over complicate cause marketing.

The tactics behind cause marketing aren't brain surgery. KFC's ambitions to make the single largest donation to a breast cancer organization hinges on a simple percentage of sale program (i.e. 50 cents from every bucket).

Cause-related marketing really isn't that difficult. Just handle the relationship, deliver what you promise, and provide value to your partner. Best of all, cause-related marketing is fun and exciting. The sooner you master it, the sooner everyone will benefit from its incredible potential. - Kurt Aschermann

Joe Waters - Cause Marketing 101