The cause marketing process partners a charitable organization with a business organization and results in benefits for the three key stakeholders: charity, business, and customer. The charity get income it would not normally receive. The business is partnered with a charity and is viewed in a positive light while serving more customers. The customer’s cause or charity receives funds that it would not ordinarily get. Cause for Concern describes how this process works.
Part I Cause Marketing Philosophy
Part II Cause Marketing Review
Part III Cause Marketing Practice
"As you well know, P&G believes that CRM is good for both the cause and the business of the company when both parties are inherently linked in the mind of the consumer. Ask her what she believes in; she will tell you."
--Jim O'Connell, Senior Manager, Corporate Marketing, P&G North America--
"Inspiring, Motivating, and truly an example for all companies to follow."
--Saran Schleider, Director of Marketing, Omega Watches, Swatch Group--