Seven Cause Marketing Musts and Must-Nots

May 23, 2006

By Abny Santicola, editor, FS Advisor

The final chapter of the book "Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits" by Jocelyne Daw, a hands-on guide to cause marketing featuring advice and case studies, leaves readers with seven golden rules and seven deadly sins of cause marketing.

Daw's seven golden rules for any organization considering a corporate partnership are:

1) Put the mission, goals and values of your organization first.

2) Be focused, marketing oriented and proactive.

3) Choose partners carefully to ensure positive brand alignment.

4) Combine assets and strengths to create mutually beneficial programs that meet the goals of both partners and key stake holders.

5) Build a relationship of equals that is based on mutual respect, trust and open communication.

6) Develop the structure and framework of the relationship jointly and be aware of legal and regulatory requirements.

7) Be disciplined in planning and organizing, and in the execution and evaluation of the program.

As for cautions, Daw warns to beware these seven deadly sins:

1) A cause marketing relationship that is too one sided, self serving or commercial.

2) Advertising that is not sincere or transparent or that gives the perception of nonprofit endorsement. Organizations should be aware of the use of their logo and the wording of ads.

3) Not explaining expectations and what each party can and can't deliver.

4) Not protecting the integrity of the organization's brand and visual identity.

5) Not recognizing that nonprofits have valuable assets to contribute and should receive compensation accordingly.

6) Not doing a risk assessment and failing to get institution-wide support.

7) Not working with a corporation that engages in corporate citizenship.

"Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits" by Jocelyne Daw is available in hardcover for $45 via www.wiley.com