Cause Marketing: How Much is Enough?

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Cause Marketing: How Much is Enough?

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Monday, May 21, 2012 - 7:00pm

$10,000, $100,000 or $1 million – how much is enough for a company to invest in a cause?

It's a question Cause Marketing Forum president, David Hessekiel, broaches in his "Marketing:causes" column this week, among other cause marketing complexities. The answer, of course, is it depends. The moment marketers try to ascribe a cause marketing "formula" from one company, product or issue to the next may be the moment authenticity goes out the window. After all, it's all arbitrary unless considered in context of the full campaign. Forget preconceived notions, and instead, strive for a sensible ratio between marketing spend and cause investment, thinking strategically about the appropriate figure.

To read more on Cone's What Do You Stand For? blog, please click here.