Cause Marketing: Attention Campers
How Girls Inc. put the power of Lancome to work in support of mission.
Cause Marketing
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Best of Breed
When it comes to gaining a market edge while supporting a social cause, ‘corporate social marketing’ leads the pack.
Loud and Clear
Crafting messages that stick -- What nonprofits can learn from urban legends.
Coming Clean
Firms fare better when they acknowledge self-interest in cause marketing.
Going Head to Head
When activists miscalculate their strategic approach, their boycotts tend to falter and fade away, squandering important resources and credibility. Similarly, when companies mishandle their nonmarket strategies, they too pay a steep price.
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Catalytic Philanthropy
Despite spending vast amounts of money and helping to create the world’s largest nonprofit sector, philanthropists have fallen far short of solving America’s most pressing problems. What the nation needs is “catalytic philanthropy”—a new approach that is already being practiced by some of the most innovative donors.
The Dragonfly Effect
Two veterans of consumer psychology, marketing, and entrepreneurship provide a guide to using social media for social change.
The Hidden Costs of Cause Marketing
From pink ribbons to Product Red, cause marketing adroitly serves two masters, earning profits for corporations while raising funds for charities. Yet the short-term benefits of cause marketing—also known as consumption philanthropy—belie its long-term costs. These hidden costs include individualizing solutions to collective problems; replacing virtuous action with mindless buying; and hiding how markets create many social problems in the first place. Consumption philanthropy is therefore unsuited to create real social change.
Cultivating the Green Consumer
Consumers say they want to buy ecologically friendly products and reduce their impact on the environment. But when they get to the cash register, their Earth-minded sentiments die on the vine. Although individual quirks underlie some of this hypocrisy, businesses can do a lot more to help would-be green consumers turn their talk into walk.
Antipoverty Apps
mPowering has created an app that awards goods and services to individuals facing extreme poverty when they make beneficial choices.