Thinking Pink: Things to Consider When Considering Cause-Related Marketing

Corporations put their marketing dollars where they are going to get the best return on their investments. So your job is to figure out why your nonprofit is a better investment than, say, an insert in the newspaper.

Know what you have to offer
Marketing is about give and take — Company X gives up money in exchange for advertising or "promotional consideration." Cause-related marketing agreements aren't entered into simply because companies want to help make the world a better place. Sure, they all do (or say they do), but that's the role of their corporate philanthropy departments.