Some sponsors do so much volume and have such great visibility and recognition that they almost have the pick of charities to partner with. So, like actor George Clooney, some sponsors have been seen with a lot of different pretty faces over the years. Toys R Us has had cause marketing relationships with at least 4 charities in the last 20 years and is currently with Toys for Tots. In the last year Purina, the pet foods brand, has done cause marketing campaigns with Adopt-A-Pet.com, as seen at the left, and with Susan G. Komen for the Cure. But there is value to strict monogamy in cause marketing relationships. After all, which is cuter, George Clooney canoodling with girlfriend #32 or a couple that’s been married 65 years that still holds hands and snuggles? With that in mind, here’s my short list of the positives of long-term monogamous cause marketing relationships. Customers begin to think of you and your charity partner as an inseparable pair. And that’s good for both your brands...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.