I’ve been reading cause-related marketing books for almost 10 years now and can trace the arc of their development.
They started out being highfalutin, even ethereal. Brand Spirit
by Saatchi & Saatchi veterans Hamish Pringle and Marjorie Thomson which came out in 1999 and 2001’s The Cathedral Within
by Bill Shore imbued cause-related marketing with an almost mystical power to save companies, causes and individuals.
Shore, who founded the hunger charity Share Our Strength
, compared the meaning businesspeople could find in helping nonprofits to building a cathedral. In that formulation cause-related marketing felt less like a promotional tactic or business strategy and more like a call to build “a city on a hill.”
Nowadays cause marketers have ceded some of that high ground to green marketers.
In time the books started coming back to earth. But they still tended to be heavy on good feelings and light on practical help. There were plenty of examples of campaigns, but not much help if you needed to move from grand theories to brass tacks practice.
If you accepted Shore’s premise that the intersection between cause and commerce was like a cathedral, too many of the authors expected you to be able to create new cathedrals by merely looking at pictures of cathedrals.
That’s why I’m glad to review Cause Marketing for Nonprofits
by Jocelyn Daw, a longstanding Canadian cause marketer.
Daw who started doing cause-related marketing in 1988-89 for the Canadian Parks Partnership, tackles the nuts and bolts of cause-related marketing. How to manage the relationship, how to integrate a campaign across multiple channels, how to draft your first CRM agreement, how to look at assets and create value, the differences between selling products using cause-related marketing and issues, and more.
This is a cause-related marketing book for people on the nonprofit side of the equation who’ve bought the land (and maybe cleared it, too) and now need the instruction manual for building the cathedral.
Daw over-relies on the Cone
cause marketing studies. She cites on no less than 20 separate pages. There was a very long stretch when cause marketers had only the Cone cause marketing studies to give evidence of the efficacy and appeal of the practice. But that’s no longer the case.
There are now dozens if not hundreds of surveys, reports, papers and academic journal articles that undergird cause-related marketing, including experimental data. And in my view more of them should have found their way into the book.
Cause Marketing for Nonprofits is written to be read cover to cover. So with that said, here are the chapters:
Part I The Cause Marketing Movement
1. The New Corporate-Nonprofit Engagement
2. Integrating Value and Values
3. Evolution of Cause Marketing
Part II Cause Marketing Initiatives: The Seven P’s; Best Practices, Case Studies
4. Cause-Marketing Products
5. Cause-Marketing Issue Promotions
6. Cause-Marketing Programs
Part III Getting it Right: Framework for Success
7. Creating a Cause-marketing Orientation: Cause Preparedness
8. Building the Cause-marketing Program: Collaboration, Combining Assets, Creating Value
9. Implementing the Cause-Marketing Program: Execution and corporate and Community Outcomes
10. National Organizations: American Heart Association and First Book.
Part IV Making it Happen: Best Practices Case Studies
11. Local Organizations: Food bank (New York City) and Canadian Cancer Society (Vancouver Island Region, British Columbia and Yukon District)
12. Cause-Marketing Principles and Cautions: Seven Golden Rules and Seven Deadly Sins