12 Apr '11, 8am

Cause Marketing – Does the Motivation Matter?

The value proposition for businesses to form alliances with non-profits is strong: increase in customer satisfaction by linking the sale to a cause, positive impact on an organization supporting a particular cause, differentiation from the competition, and, of course, promotion of their business as being socially responsible. This last benefit needs to be handled with grace and care as it is a balance between being perceived as giving and just using a cause to shamelessly promote the business. For instance, Microsoft and its search engine Bing were recently criticized for their strategy to raise $100,000 for Japan disaster relief efforts on Twitter by asking people to retweet their message for $1. Bing claims to have wanted to give the world an easy way to give to Japan but it was seen by many to be a poorly executed marketing opportunity.

Full article: http://www.triplepundit.com/2011/04/marketing-motivation-...

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