Cause Marketing

At Alden Keene we use a handy-dandy chart we call “The Five Flavors of Cause-Related Marketing” that helps us build cause-related marketing campaigns for our clients. That’s the same chart I send you when you sign up for the Cause-Related Marketing GoogleGroup. Until now, I’ve never published it on the blog. But the time seems ripe to share a version of it with all my readers. The chart we use is in graphic form and has more information. But what follows is substantially the same. I need to give props to Professors Michael Jay Polansky and Richard Speed of the University of Newcastle and University of Melbourne respectively in Australia, who published it in their paper called “Linking Sponsorship and Cause-Related Marketing.” Without further ado, The Five Flavors of Cause-Related Marketing: Broad-Based. A large campaign, perhaps one the runs year-round, and generally has no limits on the donation that might be made. Example: the General Mills Box Tops for Education effort. Limited. ...