Cause marketing is what happens when a for-profit brand ties its marketing to your mission, a percentage of sales, a co-branded product, a matched campaign. Done well, it introduces your organization to an audience you couldn't reach alone and puts real money behind it. Done badly, your name becomes decoration on someone else's ad campaign. These articles cover how to vet a pitch, structure a deal, and protect your name. Pairs well with Brand Strategy and Social Impact reporting once a partnership is live.
Most cause marketing pitches are decoration deals dressed up as partnerships. Here's how to tell the difference before you sign anything.
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