Cause-related marketing is a partnership between a for-profit company and a non-profit organization that increases the company's sales while raising money and visibility for the cause. It can be a benefit for everyone concerned: for your company, it can mean increased profit. For the charitable organization, it can mean increased contributions and visibility. And for the consumer, it can mean a stronger emotional connection to their purchase and to the brand.

Nearly two-thirds of Americans say they feel that cause-related marketing should be a standard business practice . . . and add that they have a greater trust in companies aligned with a social issue. Cause-related marketing has internal benefits as well: cause programs lead nine out of 10 workers to feel proud of their company's values. And a similar number -- 87% feel a stronger sense of loyalty to their companies because of their cause programs. More than half of all workers wish their employers would do more to support a social cause.

It's not surprising, then, that more than half of all large corporations currently have programs associated with a social issue. And while 86% of Americans want companies to talk about the causes they support, only four in ten say companies are doing that well.

• Invest some careful thought and consideration into choosing your charity
• Determine corporate goals and objectives
• Seek partners with missions and values relevant to your customer
• Partner with professionals
• Involve your partner
• Develop a written contract that includes: corporate and charity goals, goods and services to be offered, start and end dates, creative specs (use of logos, etc.), detail level and method of contribution, tracking and measureables
• Be creative in exploring ways to talk about and promote your affiliation with the charity
• Involve your employees
• Evaluate
• Celebrate your successes

Godfrey has experience developing national cause-related campaigns. If your company is interested in embracing a cause-related campaign, we can show you how to maximize its impact, externally and internally. And do the best for your charity as well.