The Cause Marketing Script

Current theory from Professor Ronald K. Mitchell at Texas Tech suggests that the people most likely to be a success at entrepreneurship are those who understand that there is an ‘entrepreneurship script.’

I contend that there is also a script in cause marketing.

In entrepreneurship the script, says Mitchell (who like Bob McDonald, the CEO of Procter & Gamble, and yours truly is an alumnus of the University of Utah) is “commonly recognized sequences of events that permit rapid comprehension of expertise-specific information by experts; mental representations of the causality-connected actions, props, and participants that are involved in common activities.”

I’ve cherry-picked from Professor Mitchell’s paper to come up with a list of attributes that I think characterize the best cause marketers:

• They have a great base of domain knowledge of cause marketing

• They are predisposed to action

• They are deliberate network builders

• They recognize changes and know how to exploit them

• They have a great deal of cause marketing experience

• They possess a schema about the way cause marketing works which comes from extensive experience

• They have better and less biased recall of relevant information

• They have and effectively use strategic resources

• They efficiently translate problems into solutions

• They understand how value is built

Agree? Disagree? Please comment below.