Most charities that do a meaningful amount of cause-related marketing probably need an advisory board or group whose job is only to help the organization make contacts and expand its CRM footprint. At first blush you might think that all you need is Rolodex warriors willing to battle on your behalf. In fact, once corporate types reach a certain threshold they probably have a Rolodex that any competent cause marketer could effectively mine, to mix the metaphor. Instead, in homage to Guy Kawasaki , whose excellent book The Art of the Start I’m reading right now, I suggest that are actually five types of people you want on your cause-related marketing advisory board (CRMAB). Industry Heavy Hitters . If your cause-related marketing takes place in different settings, you need a representative number of people from each of those principal industries on your CRMAB. Captain Rolodex. This guy/gal has more than just a list of buddies from his/her rise in rank and power. This person could get t...
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