6 Pillars of Effective Cause Marketing

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6 Pillars of Effective Cause Marketing

Based on our white paper on the subject, Six Pillars of Effective Cause Marketing Campaigns explores six critical components to ensure a successful cause marketing campaign. They are:

  1. The cause must align with your brand,
  2. Finding your voice,
  3. The need to be transparent and authentic,
  4. Be relevant and intentional,
  5. Reach people where they are, and
  6. Measure success against defined metrics.

Over the next few weeks we will explore each pillar, and then compare and contrast well known examples of cause marketing campaigns that have either been successful in their use of specific pillars or have failed to use them and have suffered a PR backlash or consumer outrage due to the error. For example, we show how Yoplait's Lids for the Cure campaign has been very successful, while Kentucky Fried Chicken's Buckets for the Cure was a PR challenge to say the least. We provide clear cut examples and best practices on how to set yourself up for success with your cause marketing campaign.

Download the complete white paper.

Content from this campaign

The Six Pillars of Effective Cause Marketing
It’s been nearly 30 years since American Express famously launched its campaign to benefit the Statue of Liberty restoration project. This effort, often regarded as the first cause-related marketing campaign, unlocked a penny toward the restoration effort for every American Express transaction made within the campaign period. In addition, for each new card issued, a dollar was given to the...
Jan 15, 2013 11:30 AM ET
Pillar #6 of the 6 Pillars of Effective Cause Marketing - Measure Success Against Defined Metrics
At Incite, we believe the most effective cause marketing campaigns are crafted with careful consideration of a company’s consumers, employees and key partners. Here in a series of six blog posts, we demonstrate the importance of understanding the causes and issues that are relevant to these stakeholder groups and present six critical pillars for developing effective cause marketing campaigns...
Apr 18, 2012 10:00 AM ET
Pillar #5 of the 6 Pillars of Effective Cause Marketing
At Incite, we believe the most effective cause marketing campaigns are crafted with careful consideration of a company’s consumers, employees and key partners. Here in a series of six blog posts, we demonstrate the importance of understanding the causes and issues that are relevant to these stakeholder groups and present six critical pillars for developing effective cause marketing campaigns...
Apr 17, 2012 10:00 AM ET
Pillar #4 of the 6 Pillars of Effective Cause Marketing - Be Relevant and Intentional
At Incite, we believe the most effective cause marketing campaigns are crafted with careful consideration of a company’s consumers, employees and key partners. Here in a series of six blog posts, we demonstrate the importance of understanding the causes and issues that are relevant to these stakeholder groups and present six critical pillars for developing effective cause marketing campaigns...
Apr 13, 2012 10:00 AM ET
Pillar #3 of the 6 Pillars of Effective Cause Marketing - Be Transparent & Authentic
At Incite, we believe the most effective cause marketing campaigns are crafted with careful consideration of a company’s consumers, employees and key partners. Here in a series of six blog posts, we demonstrate the importance of understanding the causes and issues that are relevant to these stakeholder groups and present six critical pillars for developing effective cause marketing campaigns...
Apr 12, 2012 10:00 AM ET

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