Cause and effect: five guidelines for cause marketing that makes a difference.
Communication World › Vol. 28 Nbr. 5, September 2011
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CSR GETS DOWN TO BUSINESS
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Cause and effect: five guidelines for cause marketing that makes a difference.
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It's all the rage for companies these days to tie their marketing efforts to a social or environmental cause. After all, why, not make money and help out a cause at the same time? With digital communication channels heating up, Facebook reaching more than 70 percent of all of those online in the U.S., and social networks accounting for one out of every six minutes spent online, cause-connected campaigns are becoming even more prevalent. People who use social networking channels are apparently receptive to this outreach. According to the 2010 Cone Cause Evolution Study, 75 percent of Americans have bought a product that promoted or donated a portion of sales to a nonprofit (cause-connected product), and the same numb...See the full content of this document
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