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  • Answer Upon - Cause-Related Marketing vs. Strategic Philanthropy

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    hat they come up with. Just one month ago, I visited the corporations website. There it was, just as I thought was going to happen. They have a program
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    Six months ago, I had communication with a national corporation about their consideration to developing a corporate strategic philanthropy program. They didn't have one at all. I kept thinking, imagine the impact this corporation could have in communities where they have a presence! WOW! It would be phenomenal for them and communities. Let me say this corporation is big. Okay, they are huge.

    Well, they were kind enough to let me know that they had just hired a public relations firm to create one for them. I thought to myself, "What a pr firm? No please no." But what to do next, just wait and see what they come up with. Just one month ago, I visited the corporations website. There it was, just as I thought was going to happen. They have a program,

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    didn't have one at all. I kept thinking, imagine the impact this corporation could have in communities where they have a presence! WOW! It would be phenomenal for them and communities. Let me say this corporation is big. Okay, they are huge.

    Well, they were kind enough to let me know that they had just hired a public relations firm to create one for them. I thought to myself, "What a pr firm? No please no." But what to do next, just wait and see what they come up with. Just one month ago, I visited the corporations website. There it was, just as I thought was going to happen. They have a program

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    omenal for them and communities. Let me say this corporation is big. Okay, they are huge.

    Well, they were kind enough to let me know that they had just hired a public relations firm to create one for them. I thought to myself, "What a pr firm? No please no." But what to do next, just wait and see what they come up with. Just one month ago, I visited the corporations website. There it was, just as I thought was going to happen. They have a program

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    just hired a public relations firm to create one for them. I thought to myself, "What a pr firm? No please no." But what to do next, just wait and see what they come up with. Just one month ago, I visited the corporations website. There it was, just as I thought was going to happen. They have a program
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    hat they come up with. Just one month ago, I visited the corporations website. There it was, just as I thought was going to happen. They have a program, but it is a cause-related marketing program. I was crushed and let me tell you why.

    Cause-related marketing programs are based on two things. One is a one-on-one partnership between a company and a charity. The other is it's product driven/sales promoted. The program works as long as there is no negative publicity about either the company or the charity and it works so as long as the product moves. In a nutshell, cause related marketing has a shelf-life. While folks contend that any giving is a good thing, these type of programs are not sustainable. The message is not necessarily one that stands

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