Corporate investment in cause marketing partnerships could hit $1 billion this year and Cause Marketing Forum, Inc., is doing a great deal to educate individuals and organizations about this powerful partnering strategy.

A novice can begin with articles as basic as Cause Marketing 101 while seasoned professionals can tap into more advanced materials related to marketing a cause with the help of a business partner.

“Cause marketing is the development of mutually-beneficial marketing relationships between companies and causes,” explained David Hessekiel, founder and president of CMFI.

The "mutually beneficial" element of cause marketing is behind their explosive popularity around the globe. Businesses and corporations can distinguish themselves from competitors, increase visibility and sales through successfully promoting awareness about worthy causes. Their images are burnished by demonstrating responsible "citizenship" through giving back to communities. Depending on the nature of the partnership, nonprofit causes can receive benefits such as funding, media coverage or advertising time that they could not have budgeted for on their own.

How important is cause marketing in the corporate and nonprofit sectors today? According to Carol Cone and her colleagues at Cone, Inc., their 2001 study asked the core question: "Price and quality being equal, would you be likely to switch brands if the other brand were associated with a good cause? In October 2001, 81% of respondents said they would be likely to switch - a record score!" These results demonstrate an increasing expectation of responsible corporate citizenship.

Individuals and organizations can educate themselves through a wide spectrum of offerings in the free CMF Resource Center at www.causemarketingforum.com. The variety of practical information, professional recognition, and hands-on training offered manages to bridge the gap between beginners and masterful practitioners of the art of marketing a cause.

In the past, public recognition for impressive cause marketing campaigns was very limited. The Cause Marketing Forum's Halo Awards have changed all that, becoming the leading honor in this rapidly growing field.

Halo Award judges from left to right: Donna Feiner of the Ad Council, Patricia Lippe Davis of Good Housekeeping, David Hessekiel of Cause Marketing Forum, Sheila Charton of amfAR, Susan Arnot Heany of The Avon Foundation, and Stu Seltzer of Marketing on Demand.

This year the award categories are Best Transactional Campaign, Best Joint Message Promotion, Best Health Campaign, Best Environmental/Wildlife Campaign, Best Social Service/Education Campaign, Best Event, Best Print Creative, and Best National/Local Integration. In addition, each year CMF honors one corporation and one nonprofit with the Cause Marketing Golden Halo Award to recognize a record of excellence and leadership in the field. Here are the past winners...

2006
Non Profit: KaBOOM!
Business: Home Depot

2005
Non Profit: American Heart Association
Business: Target

2004
Non Profit: Boys & Girls Clubs of America
Business: American Express

2003
Non Profit: Susan G Komen Breast Cancer Foundation
Business: General Mills

To read about all the winners, see Halo Awards Page

“Cause marketing is a diverse and varied field and the Cause Marketing Forum tries to provide actionable information that will be helpful to beginners and veterans,” said Hessekiel. (Please see sidebar for an overview of available resources.)

Those uninitiated in the philosophy and practice of cause driven marketing campaigns should not feel intimidated. With resources provided by the Cause Marketing Forum, Inc., a basic grasp of the concept can expand to a graduate level understanding and cause marketing campaigns worthy of a doctoral dissertation.

-- Annie Van Bebber

EDITOR'S NOTE

Look for Fundraisers.Com at the October 5th Companies and Causes Day in LA. We're always on the lookout for compelling Cause Marketing features and developments within the nonprofit sector.

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