Cause Marketing

For at least five years now I’ve been looking for a means whereby Alden Keene could predict the potential fit between a cause and a sponsor in cause-related marketing campaign. A matchmaking tool, if you will. I approached at least a half dozen professors and researchers and the answer was always some variation on a theme of “yes we can survey people, but what we really need is a theoretical underpinning.” Can you recommend a theoretical footing, I would ask? “No. But we can conduct a survey for you once you find it,” would come the response. Well, I can survey people. That’s no challenge. My company, Alden Keene, conducts surveys and focus groups all the time. But until now I never found the theoretical foundation for such a predictive tool. And, I’m especially pleased to report it comes from a familiar source. An old friend from my Children’s Miracle Network days runs a firm called Venture Dynamics, LLC that draws on research from stakeholder theory to produce predictive instruments ...