Common Wedges in Cause-Marketing Relationships

Those times, continued Paul Jones in a post on the Cause-Related Marketing blog in June, include times when the relationship is unprofitable or costs more than it generates. Other reasons Jones says charities and sponsors should disband are:

* Scandal.

* Bankruptcy.

* It just doesn’t work.

* It’s a bad match. Signs of a bad match are “if customers don’t get the connection, or the cause doesn’t, by itself, have enough affinity.”