What's your favorite cause marketing book?

I recently finished Cause Marketing for Nonprofits by Jocelyne Daw and found it a great read.  While written from the perspective of the nonprofit, it had so much that could relate to the corporate side as well.  It would have to rank up there as one of my top choices.  I had also finished Stephen Adler's Cause For Concern, but found it to be too much like an extended advertisment for the author.

What book would you recommend if you could only give one?

Does Cause Marketing Violate The Primary Goal of the Firm?

Cause Marketing vs. the Primary Goal of the Firm

One of the biggest selling points for a company to take on a cause marketing program is the boost the campaign can have in the company's public image.  The alliance may have that effect, but is that worth the campaign?  For those who may be unfamiliar with the PGF, it has been defined as such: The primary goal of the firm is shareholder wealth maximization, which translates into stock price maximization.  Furthermore, the firm should not presume it knows how to spend the owner's money better than the owner does.  Any investment in a company is solely there to earn the greatest return possible.

In light of this, can cause marketing be justified?  Yes, and it is a result of the way the campaign is defined.  I may not score any points with the non-profits out there for this, but there is no place for corporate philanthropy.  Giving grants away may be a worth while endeavor, but it should be left to the individual, not the firm.  Cause marketing differs in that it should be a gift from the consumer.  Consider the following types of cause related endeavors:

purchase plus - Round Up: Customer has the option to round up their purchase to the next dollar by donating the excess change to the cause. OR Optional Flat Rate - Upon making a purchase a customer has the option to donate a predetermined amount (let's say $1) to a cause.

product sales - In this case, the $1 donation per purchase is worked into the retail price of the item (cost + donation).

Other options could be cobranded events, programs, or certain licensing agreements.  These different campaigns are fully explained and illustrated in a book I highly recommend to anyone looking to consider cause marketing, Jocelyne Daw's Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits.

Cause related marketing has shown to raise sales and influence buyer behavior, but we as marketers can not fall to violate the primary goal of the firm.  We are after all in the business to make money.

So the latest addition to the Product (Red) portfolio is Starbucks (RED). May I suggest Me (RED)?

(RED) has always been a favorite of mine in the sense that it is, in the words of Bono, commerce, not charity.  Results show the positive impact cause marketing can have through building brand relationships with charitable causes, but less often is "the cause" turned into "the business."  Such an adaptable business model can work anywhere though, even on a personal level.  From the perspective of Chris Anderson's The Long Tail eventually marketing efforts become less and less about ties to companies and more and more about personalized messages to each individual. If this is the case, can we take the next step and create personalized Product (RED)?  What if there was a national database for pre-tax direct deposit distributions out of someone's paycheck?  Someone could give around $5 a week out of their check between the 401(k) and health insurance withdrawals without missing it, and in turn provide life to someone in Africa.  Talk about making a difference.

That time of year again...

It has come to the time of year when ad agencies everywhere break out Carol of the Bells to soundtrack the latest brands and products looking to make an impact during the shopping season.  Here are a list of some you may have seen:

While these may be cute and even successful in marketing terms, there is also a huge market in this season for cause related marketing.  Consider this video to the tune of...you guessed it:

Still, we have yet to see an ad set to my personal favorite, George Winston's version of Carol of the Bells.  Maybe this is an opportunity for your cause.

Cause Marketing Can Give Sales a Boost

In these tough economic times, companies are looking for any edge.  This study shows that cause marketing can do more than create emotional warm fuzzies for the consumer.  It can actually help the bottom line of companies.  A well run campaign makes real financial results that benefit all involved.  While broad popular causes like the Susan G. Komen breast cancer organization can be popular ways to lift sales, consumers are looking for ways to customize their giving.  As companies develop more personal customer experiences, the giving in a cause campaign also needs to be customizable.  Consider GOOD magazine for those "who want to live well and do good."  This media company serves as a forum for organizations, people, and causes that create a better community.  As consumers pay for their subscription, 100% of the fee can be sent to the charitable organization of their choice.  These types of customized and innovative transactions can be just what companies need to help survive these tough economic times.

Get Ready for the Halo's

Click here to see what previous campaigns have made a huge difference through cause marketing.  The Halo Awards will be accepting entries for the next round starting in December.  Now is the time to start reviewing successful plans or launch those end of year initiatives.  The Cause Marketing Forum is the leading hub for cause related marketing efforts.  The Halo Awards truly show how marketing can do more than just make money for a firm.  

Armstrong to Brandgelina; Top 10 Cause Marketing Stars

Seems like the uber-Hollywood/child rearing/actor/socially minded couple couldn't muster up enough juice between the two of them to take down perennial winner Lance Armstrong from this years top 10 Cause Marketing Stars.  Lance came in first ahead of Jolie, while Brad came in a disappointing 6th.  Below are the stars and their respective cause, continue to the article to see others mentioned outside of the top 10.  One note to consider, as Barry Janoff writes in the article, "According tot he survey, 73.8% of those who responded said their personal opinion about a celebrity spokesperson, be it positive or negative, directly affects the perception of the cause marketing campaign they support."

1. Lance Armstrong - Livestrong
   
2. Angelina Jolie - UNICEF
   
3. Bono - (RED)
   
4. Tiger Woods - Tiger Woods Lerning Center/Foundation
   
5. Bill Gates - Various causes, largely funded from the Bill and Melinda Gates Foundation
   
6. Brad Pitt - Rebuilding New Orleans
   
7. Al Gore - Global Warming
   
8. George Clooney - Darfur
   
9. Michael J. Fox - Parkinson's Disease
   
10. Peyton Manning - PeyBack Foundation