I find myself increasingly intrigued by cause marketing. It’s marketing, right? And getting bigger all the time. A recent IEG study finds that cause marketing spending totaled $1.34 billion in 2006 — an increase of 7.5% — and is expected to reach $1.44 billion this year.
Cause marketing seems to be a strategy used by the known few — like the Susan G. Komen Breast Cancer Foundation/Avon and Red/Gap partnerships. But how does your nonprofit get a piece of it?
For answers, I turned to Joe Waters, one of the best cause marketers (and bloggers) I know, and Director of Cause & Event Marketing at Boston Medical Center. Read on for Joe’s guidance on capturing cause marketing dollars for your organization.
And don’t check out these recent GA posts on the topic:
- How cause marketing benefits both parties (the sponsor and your nonprofit)
- A great Campbell’s Soup cause marketing case study .
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