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C'mon, corporate America! Get on it!
With that statistic, how is your nonprofit going to approach corporate partnerships?
Geoff Livingston's profile photoDan Morrison's profile photoKatrina Moody's profile photoMichael Cherenson's profile photo
Why did I NEVER think about approaching a corporate sponsor before now? This completely makes sense!
Looking forward to reading this with healthy reservations. +Edelman's goodpurpose group has been looking at this for a while, but are we asking/measuring the right question? Is it too easy to say yes to wanting corporations supporting a cause? More thoughts on that to come. Thanks for posting Geoff.
Totally agree. But some (or actually many) issues we face will only be seriously addressed when we change behavior and reduce consumption. That is hard to make money on so money flows to the cause marketing campaigns that are still consumption positive.
A good business and cause relationship changes both entities for the better.
+Dan Morrison I'm a little newer to cause marketing campaigns and am still developing my own NPO so help me out ... consumption positive -- wouldn't all campaigns in effect be consumption positive depending on what you define as the 'thing' being consumed, or the consumer, population being served?
+Katrina Moody exactly. Many nonprofits and movements are working to change behavior that results in reduced consumption (or consumption negative).'s campaign against the Keystone pipeline is a perfect example. How about asking this question, "would you not support a brand if you knew it was good for the cause?"
+Dan Morrison OOOH, good question! And I think it comes down to how effective the cause is at marketing its position. I did a case study on the power of social influence on cause marketing, and the influence of social cause marketing as a whole and was really impressed with the various ways a cause can successfully lobby the public at large utilizing social media in order to effect a change in attitude.

It's almost like finding a way to connect the emotional goal with your cause marketing goal - a "how do I want people to feel about this, and then act based on that emotion and new level of understanding and empathy for the cause" - versus the traditional approach in many circles, which is to only look at the end goal - which is "how do I want people to act or react to this campaign" - and is the goal actual cause awareness or fundraising ... since those would be tied to different levels of engagement with the audience.
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