We all get cause marketing based on food and other consumables. But is cause marketing out of reach if the product you sell is a little on the esoteric side? What charity do you partner with and what is the shape of that partnership? How do you make sure your brand is really served by your sponsorship? These and other questions came to me as I read a press release announcing Celestron’s sponsorship of the nonprofit Astronomers Without Borders (AWB). Celestron is the world’s largest telescope maker, with a special emphasis on selling telescopes to serious amateur astronomers. Astronomers Without Borders seeks to promote “understanding and peaceful international relations, while also supporting outreach and education in astronomy.” I don’t want to oversell the obscurity of telescopes. Astronomy and telescopes aren’t exactly invisible to the wider world. This isn’t Olympic badminton, after all. By the same token, amateur astronomy is not like the NBA or even the NHL in term...
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