Add to the Bank It’s fair to say that most marketers are likely to grow tired of their marketing long before their customers do. So after a few meaningful years it’s easy to look at your cause-related marketing relationships and wonder how to get out of them. In most cases, that’s a mistake. Just as acquiring customers is more expensive than keeping them, so too with your cause-related marketing relationships. Moreover, unless you’ve spent tens of millions of dollars on your cause-related marketing campaigns for a dozen years, chances are a big chunk of your customers still don’t know about it. When I was at Children’s Miracle Network (CMN) every person on the staff had at least five anecdotes about individuals who had mistaken CMN for the Make-A-Wish Foundation . This despite the fact that CMN dwarfed Make-A-Wish, got good publicity, was associated with 170 children’s hospitals and 210 TV stations, and had a telethon that aired for 21 hours each year. I’d bet money that after decades...
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