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5 Reasons Why Cause Marketing Hurts

pungle 5 Reasons Why Cause Marketing Despite good intentions, major cause marketing Hurts More Than Helps campaigns do more to toot their horn than tO make a difference. WHY? by Madeline Puckette & Jourdan McGinn, June 20, 2011 Kaboom kills baby unicorns to make their cereal smile OH NO! KABOOM 1 Iresponsible manufacturing creates new problems. 100% MINIMUM DAILY REQUIREMENTS OF VITAMINS AND IRON IN 1 02. SUGARY OAT CEREAL WITH MARSHMALLOW STARS! e.g., ipod (RED) campaign created demand on rare earth resources such as tungsten, tin & gold which put strain on the war in The Democratic Republic of Congo'. VITAMIN&IRON CEREAL Help This Major Ribbon Örganization! TWT 7 02 Marketing e.g., (RED) spent over $100 million marketing and raised a 2 2 Donation value dilluted by marketing costs. mere 18 million for the cause.? Actual Aid Donated Cause marketing is favored by big name businesses internal structure. Small Organizations thrive on innovation & are easier to adjust quickly when markets change. Big Businesses are susceptible to waste and have trouble pivoting based on their $61,427,693 Susan G. Komen for Administrative & Fundraising Expenses (2010)³ $1,280,078 Charity:Water for Administrative & Development Expenses (2009)³ figure a figure b. Cause Marketing givers not as 4 "happy" as connected donors. THIS SHIRT "SORTA' HELPED CHARITY THIS SHIRT DIDN'T DO SHIT BUT I DID! Connected givers have more altruistic behavior and more overall happiness vs. consumers of cause marketed goods based on a recent study." The average cause marketing consumer gives less overall. In a recent study the average direct donation amounted to $23.13 per person versus $9.70 donated through cause-marketed goods.“ $9.70 ro25679A BF O253679A BFO253679A $23.13 OVIVE DOLLARN DOLL RN arOu2s3679 A TUE UNED STAES BF 04253679A THE STATES BFO4253679 A OF 04253679 A BF04253679A Eజ్య PIVE BOLLARN PIVE OLLARN Sources 1 Goldberg, Mark Leon "Steve Jobs Stumbles Into the Congo Conflict Minerals Debate" 28 June 2010. Retrieved June 7, 2011, from http://www.undispatch.com/steve-jobs-stumbles-into-the-congo-conflict-minerals-debate 2 Nixon, Ron "Bottom Line for (RED)" New York Times 6 Feb. 2008. Retrieved June 7, 2011, from http://www.nytimes.com/2008/02/06/business/06red.html 3 charity:water (n.d.) Charity:Water 2009 Annual Report. Retrieved June 7, 2011, from http://www.charitywater.org/about/cw_09_annual_report.pdf.zip Charity Navigator (n.d.) Susan G. Komen Income Statement. Retrieved June 7, 2011, from http://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=4509 4 Krishna, Aradhna “Can Supporting a Cause Decrease Donations and Happiness?: The Cause Marketing Paradox". Retrieved June 7, 2011, from http://philanthropy.com/blogs/prospecting/fles/2011/03/cause_marketing_JCP_2011.pdf by Madeline Puckette & Jourdan McGinn, June 20, 2011 punglemo

5 Reasons Why Cause Marketing Hurts

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5 Reasons Why Cause Marketing Hurts More than Helps.

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