Having escaped the bonds of traditional philanthropy, cause marketers set forth for the land of milk and honey. During their journey, a tribe among the cause marketers, called Komen, made a great golden [deep-fried] chicken and they worshiped it.
Everyone got really pissed. And they complained of the golden chicken.
To avoid ever having another stupid golden chicken, the cause marketers agreed to these 10 commandments of cause marketing.
#1 You shall know what cause marketing is. You can use my definition of cause marketing, but I point you to others. Be sure to read the comments to my post as well.
#2 You shall not confuse cause marketing with philanthropy, sponsorship or corporate social responsibility. While cause marketing certainly involves giving, philanthropy is not the primary goal. Marketing is. Sponsorship is very similar to cause marketing, but what distinguishes the two are the tactics they employ. I’m not totally sure what CSR is, but it’s not cause marketing.… Keep reading