How should an agency evaluate a cause campaign it had a hand in? This question comes on the heels of posts the last two Fridays about how to evaluate a cause marketing campaign if you represent the cause and how to do so if you represent the sponsor . While there’s plenty in both posts that’s pertinent, agencies still have their own unique gloss on evaluating the success of a campaign. Agencies frequently care about things like whether a campaign helps them ad another trophy to the case or brings the respect of peers and the trade press. Agencies care about achieving higher creative standards. And it goes without saying that agencies care about whether the work they do for the campaign meets internal benchmarks for profitability. But in my view what should matter most for agencies is the degree to which they are aligned with the nonprofit’s goals and objectives. Agencies must evaluate the success of a cause marketing campaign based on whether it achieved the nonprofit’s and the sponso...
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