Cause-Marketing
Cause Marketing - Research Paper – Arts Marketing AAd 565
Emily Saunders – saunder2@uoregon.edu
I chose to research the topic of cause marketing to benefit the nonprofit cancer community, specifically nonprofit cancer survivor camps for children, teens and young adults. These camps have not used this fundraising strategy and I believe they could benefit from it greatly. This research will provide the tools and understanding of how to design a custom program with for-profits which will fit their marketing and business goals, while raising profits for the camp’s operational costs.
Introduction to Cause Marketing Cause Marketing is the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. (Wikapedia) The company puts the power of its brand and marketing behind the nonprofit’s cause to generate profits for both. (Daw, p.1) The for-profit has the ability to reach consumers the nonprofit would not be able to for donations, while making the for-profit appear more socially responsible to consumers. “Numerous studies have shown cause-related marketing has helped increase a company’s profits.” (Wikapedia) It also raises awareness for the nonprofits cause and reaches more supporters while increasing funding for the cause. “Today, more and more companies are realizing they can no longer afford to be anonymous benefactors or disengaged citizens.” (Daw, p.28) In recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes. However it is important to differentiate cause marketing from corporate philanthropy or sponsorship, it is in fact an intersection of the two. (Sundar, p.208) The objective of all cause-related marketing programs is sales and a promotional campaign is undertaken to that end. Sponsorship and corporate philanthropy is a fixed amount of money which is negotiated and donated in advance to a nonprofit organization
Emily Saunders – saunder2@uoregon.edu
I chose to research the topic of cause marketing to benefit the nonprofit cancer community, specifically nonprofit cancer survivor camps for children, teens and young adults. These camps have not used this fundraising strategy and I believe they could benefit from it greatly. This research will provide the tools and understanding of how to design a custom program with for-profits which will fit their marketing and business goals, while raising profits for the camp’s operational costs.
Introduction to Cause Marketing Cause Marketing is the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. (Wikapedia) The company puts the power of its brand and marketing behind the nonprofit’s cause to generate profits for both. (Daw, p.1) The for-profit has the ability to reach consumers the nonprofit would not be able to for donations, while making the for-profit appear more socially responsible to consumers. “Numerous studies have shown cause-related marketing has helped increase a company’s profits.” (Wikapedia) It also raises awareness for the nonprofits cause and reaches more supporters while increasing funding for the cause. “Today, more and more companies are realizing they can no longer afford to be anonymous benefactors or disengaged citizens.” (Daw, p.28) In recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes. However it is important to differentiate cause marketing from corporate philanthropy or sponsorship, it is in fact an intersection of the two. (Sundar, p.208) The objective of all cause-related marketing programs is sales and a promotional campaign is undertaken to that end. Sponsorship and corporate philanthropy is a fixed amount of money which is negotiated and donated in advance to a nonprofit organization
Bibliography: Andreasen, Alan. (1996). Profits for Nonprofits: Find a Corporate Partner. Harvard Business Review, (Nov 1996), 47-59. Better Business Bureau Standards for Charitable Accountability, (2003) BBB Wise Giving Alliance, (2003), Retrieved from http://www.bbb.org/us/Charity-Standards/ Bower, A., & Grau, S. (2009). Explicit Donations and Inferred Endorsements. Journal of Advertising, 38(Fall 2009), 113-126. Daw, Jocelyne. (2006). Cause Marketing for Nonprofits. New Jersey: John Wiley & Sons, Inc. Daw, Jocelyne. (2011). Cause Marketing vs. Sponsorship – What’s the Difference? Cause Marketing 101, (April 27, 2011), Retrieved from http://selfishgiving.com/cause- marketing-101/cause-marketing-vs-sponsorship-whats-difference Eikenberry, Angela. (2009). The Hidden Costs of Cause Marketing. Stanford Social Innovation Review, (Summer, 2009), 51-56. File, K., & Prince, R. (1998). Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise. Journal of Business Ethics, (Oct 1998), 1529-1539. Gourville, J., & Rangan, V. (2004). Valuing the Cause Marketing Relationship. California Management Review, (Fall 2004), 38-57. Krishna, Aradhna. (2011). Cause Marketing Seen Reducing Giving. PJ Staff Report, (April 11, 2011), Retrieved from http://www.philanthropyjournal.org/news/top-stories/cause- website, (2011), Retrieved from http://www.fhcrc.org/ Runte, Mary Sundar, S. (2007). Cause Related Marketing: Tactic or Strategy? International Marketing Conference on Marketing & Society, (April 8-10, 2007), 207-214. Waters, J. (2010). Five Reasons You Don’t Need to be a Cancer Cause to do Cause Marketing. Cause Practices, (Nov 2010), Retrieved from http://selfishgiving.com/cause- practices/reasons-dont-need-be-cancer-cause-do-cause-marketing