Cause Marketing

Back in October 2012 the office of New York State’s Attorney General Eric Schneiderman released five “best practices” for conducting cause marketing in the Empire State. They accord to a remarkable degree what I’ve been telling clients for more than 10 years now and have written in the Cause Marketing blog since my first posts almost six and half years ago. But a local cause marketing promotion reinforced for me the fact that every year a new generation of marketers arises that, as the story in the Bible puts it , “knew not Joseph.” That is, they haven’t gotten the message yet about the right ways to do cause marketing. Here’s the AG’s guidelines as published : Clearly Describe the Promotion. Allow Consumers to Easily Determine Donation Amount. Be Transparent About What Is Not Apparent. Ensure Transparency in Social Media. Tell the Public How Much Was Raised. Let’s be clear that the AG’s guidelines don’t currently have the force of law. But if they did, any cause marketing offe...