Comments on: Corporate Altruism: The Blurring of the Lines Between CSR and Cause Marketing http://www.bethkanter.org/sncr-1/ How Connected Nonprofits Leverage Networks and Data for Social Change Sat, 19 Aug 2017 20:28:44 +0000 hourly 1 https://wordpress.org/?v=4.8.1 By: Why brands that do good must also do it well | Simon Mainwaring http://www.bethkanter.org/sncr-1/comment-page-1/#comment-19633 Fri, 04 Mar 2011 17:48:24 +0000 http://www.bethkanter.org/?p=958#comment-19633 […] brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong […]

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By: The IdeaConnection Blog · Crowdsourcing Strategies for Nonprofits http://www.bethkanter.org/sncr-1/comment-page-1/#comment-15073 Thu, 13 Jan 2011 05:14:05 +0000 http://www.bethkanter.org/?p=958#comment-15073 […] took on causes to improve their image and causes took on brands to improve their visibility. This practice has come under increasing scrutiny however, as donors seek impact and authenticity in their giving, […]

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By: The 25 Best Cause Marketing Posts of 2010 http://www.bethkanter.org/sncr-1/comment-page-1/#comment-13688 Mon, 03 Jan 2011 16:05:54 +0000 http://www.bethkanter.org/?p=958#comment-13688 […] Corporate Altruism: The Blurring Lines Between CSR & Cause Marketing by Beth Kanter […]

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By: 3 Predictions for Social Good in 2011 http://www.bethkanter.org/sncr-1/comment-page-1/#comment-12261 Thu, 23 Dec 2010 06:46:37 +0000 http://www.bethkanter.org/?p=958#comment-12261 […] intra-company and personal communications, this new level of online accountability will require a more authentic corporate social responsibility. Look for more core value ties between cause marketing efforts and actual causes in 2011.More […]

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By: Why Is CSR Popular? http://www.bethkanter.org/sncr-1/comment-page-1/#comment-8329 Thu, 18 Nov 2010 18:47:38 +0000 http://www.bethkanter.org/?p=958#comment-8329 […] Corporate Altruism: The Blurring of the Lines Between CSR and Cause Marketing (bethkanter.org) […]

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By: Beth http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6448 Tue, 26 Oct 2010 19:57:38 +0000 http://www.bethkanter.org/?p=958#comment-6448 Joe: The more I read your comments and thoughts, the more I see where we are saying the same thing …. we are not saying that “cause marketing” is evil and “csr” is good – we’re beginning to see that some integration/relationship is a best practice.

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By: Beth http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6447 Tue, 26 Oct 2010 19:56:12 +0000 http://www.bethkanter.org/?p=958#comment-6447 Marnie:

We interviewed the good folks from Microsoft about their approach to cause-marketing. As you know, they have an impressive CSR program with higher purpose goals that align with their corporate mission.

The cause marketing campaign we looked at included supporting a nonprofit that they had an existing relationship with in the CSR area. The Cause marketing department found it valuable because they didn’t have to start from scratch with the relationship and CSR was able to add value to an existing relationship. In fact, CSR works in partnership with cause marketing – and they admit not every campaign can ladder up to their CSR goals – but if it is supporting a nonprofit that they have a relationship with as part of the CSR strategy – then it is of value.

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By: Ruth Zive http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6444 Tue, 26 Oct 2010 19:33:04 +0000 http://www.bethkanter.org/?p=958#comment-6444 Look forward to reading the results of your research. We wrote about the KFC debacle several months ago on our blog (http://doinggoodforbusiness.wordpress.com/2010/05/17/cause-splash-vs-cause-marketing/). I think that in the best case examples, cause marketing strategies do reflect authentic CSR principles. But I agree that these lines are becoming increasingly blurred. In our blog article, we highlighted the HuggiesMomInspired initiative – not sure to what extent they are leveraging social media resources. I really like the DoveDifference campaign – very organic and seamlessly integrates with their business model.

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By: marnie webb http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6442 Tue, 26 Oct 2010 18:23:03 +0000 http://www.bethkanter.org/?p=958#comment-6442 (disclaimer: i work for an org — http://www.techsoupglobal.org — that does significant work with the philanthropic areas of many major companies)

I gotta say that I agree with a lot of what Joe wrote above. Cause marketing should be, ideally, an extension and promotion of the CSR work that a company is doing. I think that things start to go area when cause marketing is a corporate buzz word used to garner email addresses or get you buy the product with the pink ribbon on it but does not, other than a few dollars thrown at a nonprofits, represent a corporate investment in a particular cause.

In this way, I’d love to see organizations partnering with companies in their issue area. While I’d never want to stand in the way of a large breast cancer donation, it seems that KFC partnering with orgs over sustainable food and health issues map the cause to the product to the CSR efforts in way that is more sustaining for everyone — most particularly the community.

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By: Joe Waters http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6434 Tue, 26 Oct 2010 17:02:11 +0000 http://www.bethkanter.org/?p=958#comment-6434 Hey Beth,

Cause marketing does both: it supports a higher purpose and moves product. But when we’re in the presence of great cause marketing–like say in the case of Timberland–sales drives social innovation, although this certainly isn’t true for most cause marketing. But it’s an ideal to strive for.

Your second question on whether all cause marketing campaigns articulate a higher purpose that aligns with CSR goals is interesting. It varies. Significantly, with the companies I’ve had the best and most successful relationships with, yes it does. There’s no doubt that when CM aligns with CSR (or VALUES, as we once called them) the results are better.

That said, we do transactional partnerships all the time because we (1) need the money, like most nonprofits (2) hope that we can work bottom up and use cause marketing to share values that will make them long-term partners. This doesn’t always work. Some partners stay for a couple years and leave. Some come in and out again as market conditions warrant. And some–but very few–drink the cool-aid and join the ranks of the committed.

I think the point is that sometimes, but not always, cause marketing doesn’t always need to flow from CSR (values). It can be reversed. It’s not easy. But it’s this hope and, of course, the money that keeps transactional cause marketers like me doing less-than-ideal campaigns.

Fortunately, my judgement hasn’t been so clouded as to execute a promotion along the line of “Buckets for the Cure.” 😉

Hope this helps!

Joe

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By: Beth http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6429 Tue, 26 Oct 2010 15:34:56 +0000 http://www.bethkanter.org/?p=958#comment-6429 Also wanted to point over the post at Kami’s blog – some terrific discussion threads over there as well, particularly from Carol Cone
http://overtonecomm.blogspot.com/2010/10/corporate-altruism-blurring-of-lines.html

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By: Beth http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6426 Tue, 26 Oct 2010 15:17:20 +0000 http://www.bethkanter.org/?p=958#comment-6426 Joe:

Thanks for your comment!

I have a question about your framing of cause marketing – you say it isn’t done to sell products but for a higher purpose. Isn’t is both?

In looking at field, do you see that all cause marketing campaigns articulate a higher purpose that aligns company CSR goals or are there examples where they do not? Are there differences in the end results? Do you have specific examples?

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By: Rachel http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6423 Tue, 26 Oct 2010 15:03:53 +0000 http://www.bethkanter.org/?p=958#comment-6423 I personally was a fan of the Pepsi Refresh program. I thought they utilized social medias really effectively, and the programs that got the grants were top notch.

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By: Joe Waters http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6378 Mon, 25 Oct 2010 23:51:06 +0000 http://www.bethkanter.org/?p=958#comment-6378 It’s interesting how you portray CSR and Cause Marketing as two seperate entities (“On the other side, cause marketing has risen up…”)because I’ve never really viewed it that way.

At its best, cause marketing is an extension of CSR not an “other”. But cause marketing, and you describe it transactionally as I do, is a tactic (keep in mind that we’re not even talking about cause branding, which is different)that can be practiced without the strategic values that come with CSR, but it’s not recommended.

So when you say that you see “CSR elements popping up in cause marketing programs” to me those have always been a part of thoughtful cause marketing and the real goal is to encourage more programs like that.

Ultimately, cause marketing isn’t done to sell things. It’s done to achieve higher purpose. The purpose articulated in corporate social responsibility and acted on through cause marketing.

Joe
@joewaters

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By: ichi http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6376 Mon, 25 Oct 2010 23:13:25 +0000 http://www.bethkanter.org/?p=958#comment-6376 Hi Beth –
I am also thrilled to hear that you and Kami are generous enough to share this ongoing important research process, opening to the public. I would like to follow closely in the coming weeks, and would like to join the discussion! maybe introduce some of the cases happening in Japan.

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By: Megan Strand http://www.bethkanter.org/sncr-1/comment-page-1/#comment-6343 Mon, 25 Oct 2010 16:29:25 +0000 http://www.bethkanter.org/?p=958#comment-6343 I’m beyond thrilled that you’re taking on this research and very much look forward to your results (thanks so much for sharing!).

In my observation, the *best*, most effective and authentic cause marketing campaigns are conducted by companies where there is a corporate commitment to a cause, whether it’s organizationally called “CSR” or “Sustainability” or some other strategic initiative.

One of my favorite campaigns is Levi’s “Care to Air” campaign (http://www.us.levi.com/care/contest.aspx). It effectively uses social media and consumer engagement in an attempt to both educate and change behavior. The company itself has made a commitment to sustainability and has done an admirable job in doing so. I wrote a post about their efforts here: http://www.incouraged.com/2010/05/26/levis-and-sustainability-a-classic-fit/

I’m also completely enamored with Chipotle’s Boorito cause marketing campaign benefitting Jamie Oliver’s Food Revolution (http://www.chipotle.com/en-US/fan-antics/boorito/boorito.aspx)

Both of these campaigns are asking for a creative contribution from consumers, not simply a “Like” on a Facebook page. They’re fun, creative and productive AND benefit a good cause – wins all around in my book.

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