Category Archives: Cause Marketing 101

Where I Get My Cause News (and Everything Else for That Matter)

Written on January 8, 2013 in Cause Marketing 101
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Screen shot 2013-01-08 at 10.03.28 AM

Today, on Razoo I posted 3 Steps to Using Twitter to Gather Nonprofit News. The post has a good list of cause marketing resources if you’re upping your commitment to following cause marketing news and trends in 2013.

But man does not live by cause alone. I learn a lot from reading the tweets of people in different fields and industries. Here are the people I follow on Twitter that cross-pollinate my writing and ideas.

@GeoffLiving: I think I get more links and new people to follow from Geoff than anyone else. Mobile, social media, tech, writing, rants, cross-dressing – Geoff has it all!

@AdviceToWriters: Even with two books under my belt, I call myself a blogger, not a writer. I have a long way to go to earn that distinction. But the daily tidbits from @AdviceToWriters inspire me to keep trying.

@DanBlank: He’s helping me and others build our author platform – one tweet at a time.… Keep reading

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4 Steps To Achieving Lasting Cause Marketing Partnerships

Written on November 2, 2012 in Cause Marketing 101
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This is a guest post from Ashley Halligan, an analyst at Software Advice. You can reach Ashley at ashley@softwareadvice.com.

The idea of cause marketing has been around since the ’70s — that is, developing a partnership between nonprofits and for-profits with a sense of lateral interest and synergy, demonstrating ROI for both parties. How does a nonprofit begin a cause marketing endeavor? Professionals from both nonprofit organizations and weigh in to help NPOs establish a plan of action.

The first step is determining what the nonprofit actually hopes to achieve through the partnership. Some nonprofits are in dire need of funding–whether that be via grants or assistance with fundraising. Some nonprofits are seeking exposure, leveraging them into public light–boosting visibility, building credibility, raising awareness for a mission and cause, and, hopefully, building donor, volunteer, and member bases. Others, however, may be seeking labor or hard goods to further their mission.… Keep reading

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7 Cause Marketing Lessons from Machiavelli

Written on September 19, 2012 in Cause Marketing 101
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Nevermind I wrote this post last year. It will live forever!

Niccolo Machiavelli, the Italian diplomat who wrote the classical treatise The Prince 500 years ago, probably would have been a big fan of cause marketing. For a man so interested in statecraft, Machiavelli would appreciate the bottom-line benefits of cause marketing to causes and companies.

Some have called Machiavelli a manipulator. I see him more as a realist. He was practical and committed to getting things done – in any way possible.

That doesn’t mean Machiavelli didn’t believe in ethics, morals and scruples. He did, but not just because doing good was the right thing. It was frequently the best thing for any savvy prince to get what he wanted.

While Machiavelli never bought a pinup to help children made orphans by the plague, or “liked” a Facebook page to trigger a donation from the powerful Medici family in Florence that would support local artists (including some guy named Michelangelo), Machiavelli’s advice transcends the renaissance and politics.… Keep reading

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Cause Marketing Hangout & Chat with Megan Strand & Peter Wright

Written on August 20, 2012 in Cause Marketing 101
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Pete Wright, the producer of CauseTalk Radio, moonlights as an instructor for Marylhurst University and asked Megan Strand and me to join him for a class on – what else – cause marketing.

Here’s Pete’s description of the class.

Megan Strand of the Cause Marketing Forum and Joe Waters, author of Cause Marketing for Dummies, join me to share their insights and expertise on the field of cause marketing, the role of cause in strategic marketing campaigns, and how cause creates a bridge between product marketing and public relations. In the process, Joe and Megan share a few of their favorite campaigns and why these cause initiatives work for brand impact.

This was my first Google+ Hangout and it was a lot of fun. I hope to do more of them. Listen and learn as Megan and I talk about our favorite topic, cause marketing.

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What Does and Doesn’t Work at the Register

Written on August 8, 2012 in Cause Marketing 101
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Dd sign

I ran across this register sign at my local Dunkin Donuts yesterday when I was picking up some donuts for the kids.

The problem with register signs is they, well, just sit there. The cashier was nice enough, but never asked me to donate a dollar or even mentioned the program.

So, I didn’t give.

Register signs, posters, banners, buttons are all nice, but if the cashier isn’t asking the question, “Would you like to donate a dollar to ____________?” these other things really don’t matter. Shoppers miss them or see right through them because they are looking at you!



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