Conference Roundup: Reaching Out to Corporations

Cause marketing provides a long list of unique benefits for companies, such as expanding their markets, developing communities, increasing employee retention and strengthening the workforce, increasing customer loyalty, and helping manage exposure.

“For compliance/managing exposure, this is helpful,” Koon said. “If a company does something and then reaches out to a community and fixes a problem … if a retailer learns there is unfair labor practices at one of their factories and then starts a fund to better train all factory workers … [it is] helping a community and managing the exposure to your company.”