It turns out customers are paying a lot of attention to the tizzy of cause marketing campaigns surrounding them. In fact, they are underwhelmed with information. Cone’s 2010 Nonprofit Marketing Trend Tracker shows yet another reason to report on your campaign or program results–because customers care. Astoundingly, not even half of consumers think companies and nonprofits […]
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Altruism May Be a Company’s Best Bet to Keep Customers Coming
If you give me an easy opportunity to do something good when I’m buying your product or even after I’ve taken it home, I’ll think better of you and I’ll likely share my positive feeling with the next person I come in contact with. I like to do good things. If your store gives me the […]
7 Steps to Building Partnerships From the People Who Are Ending Hunger
If you truly want your company to have a great impact, you can’t go it alone. You need to have partners. But what type and how? Scott Henderson and his colleagues Anne Bertelsen and Brian Reich seem to be wizards at creating partnerships and drawing out the best from each party. Together, they launched WeCanEndThis.com, a year-long campaign […]
Foursquare and CauseWorld Lead to Better Cause Marketing–with Joe Waters
It’s a no-brainer to decide to run a cause marketing program. There’s ample evidence that (1) consumers choose products aligned with a cause, (2) employees and brand benefit from socially driven programs and (3) causes can use the help. But there are important considerations when deciding what type of program best suites your business, how […]
How to Build an Effective Cause Marketing Program–With Joe Waters
Building on our new understanding of what cause marketing is (a partnership between a nonprofit and a for-profit for mutual profit) and how we can use it (point-of-sale, percentage-of-sale, licensing), cause marketing expert Joe Waters schools us in the tactics for running a successful cause marketing campaign, beginning with an important caveat: You’re not going to […]
The Empty Suit: 5 Cause Marketing Mistakes to Avoid
My usual sentiment is that an imperfect effort is better than none (as applies to cause marketing and CSR), but a recent press release about Joseph Abboud’s campaign to benefit victims of the Haiti quake was too much for even my accepting-self to bear. Joseph Abboud, maker of formal menswear, is partnering with Nordstrom (and […]
What is Cause Marketing and Is It Right for You?–With Joe Waters Part I
Before you can come up with ways to implement cause marketing (or even decide whether it’s right for your business) you need to get a basic understanding of what cause marketing is and what it isn’t. That’s why I invited cause marketing expert Joe Waters to Cause Capitalism and asked him to explain what cause […]
It’s Time to Abandon (Cause) Marketing Micro-sites
One afternoon last week I saw news of 3 new cause marketing campaigns powered by micro-sites. COVERGIRL is partnering with Children’s Safe Drinking Water (a pet cause of parent company Procter & Gamble) to launch the “Clean Makeup for Clean Water” campaign and micro-site. In addition to donating $500,000 to prevent 4,000 daily deaths from […]
Cookie Cause Marketing: Why These Two Campaigns Would be Better Together
Holiday season is starting to equal a hyper-selection of cause marketing programs meant to draw in shoppers and make their purchases count twice through portion of the price donations, matching gifts or buy-one-give-one promotions. Terrific. Done right, cause marketing campaigns are virtuous and smart business. But I wonder lately if every Joe’s personalized version dilutes […]
I'm Olivia Khalili. I created Cause Capitalism to show you how to grow your business by incorporating a social mission. I've worked extensively with both nonprofits and for-profits. I found that when you combine the two, you grow your profits, impassion all your stakeholders and do good in the world. Read more.
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