Cause Marketing

All nonprofit fundraisers must make some accommodation with the issue of ‘tainted’ money. It’s a question of morality. Is there money that you cannot accept because of the way it was generated or from whom it comes? If you’re PETA do you take money from Purina or Hormel ? If you’re MADD do you accept donations from beer and liquor companies? If you’re a liberal political action committee can you accept money from a conservative? Or, vice versa? If you’re the Sierra Club can you take money from Clorox  (without having to fire state directors)? It’s not just a matter of cashing checks. It’s what cashing those checks says to the rest of your supporters. Will taking money from certain individuals or entities stifle dissent or muzzle your voice? Can you retain your independence and still accept money from those you disagree with? Are you enabling what I’ve come to call ‘causewashing?’ For many nonprofits the indirect nature of the donation in cause marketing doesn’t make the que...