Fearless Predictions About Cause-Related Marketing in 2008

Last September, at the request of San Francisco blogger Gayle Roberts, I posted my predictions on the future of cause-related marketing. With the coming of the New Year it makes sense to re-release this post.


I have a spotty record predicting the future.
I bought a Zip drive about a week before the first USB drive came out.
And then, admiring the portability of said USB drives, I bought 2 of them with 56K of memory for about $50 a pop.
I have two complete sets of the 1987 Topps baseball cards (which includes the rookie cards for Barry Bonds and Mark McGuire) still in the original shrink-wrap. They’re worth almost exactly what I paid for them. Or rather less, considering the ravages of inflation.
(I also have a first edition of Hayduke Lives by Edward Abbey in very fine condition that has more than doubled in value. So, I’m not always dead wrong.)
So imagine my surprise to get a short missive from Bay-area fundraising consultant Gayle Roberts asking me to weigh in on the topic of “Predicting the Future of Fundraising” for the September Giving Carnival.
But like all pundits, I’ve got an opinion no matter my history of accuracy!
That said, to paraphrase Abbey’s ‘warning’ at the front of Hayduke “Anyone who takes these predictions seriously will be shot. Anyone who does not take them seriously will be buried by a Mitsubishi bulldozer.”
Here then are my bold predictions on the future of cause-related marketing over 2008.
Mostly, though I predict that cause-related marketing will continue as a viable tactic and in some cases a strategy for both companies and nonprofits. That’s because for all the naysayers and bad press in the last year, cause-related marketing works.
More to the point, cause-related marketing works best with women in general, who control 80 percent of all household spending in the United States and Gen Y in particular, who on the balance seem to appreciate the practice.

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