About Cause Marketing > With For Momentum, you have a partner who knows the cause marketing landscape intimately and can help you combine the best dynamics for success.
There is no doubt that alliances between corporations and nonprofits are an important element in today's business landscape and that this business practice is gaining in popularity and demand. What can be confusing, however, is the terminology. In an effort to help clarify the cause lexicon, we have compiled a variety of resources for your ease of reference:
Glossary of Terms
Cause Marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. Also referred to as Cause Alliances, Cause Strategic Alliances, Cause Branding, Cause Partnership, Strategic Philanthropy.
- Cause Promotions: Corporate provision of funds, in-kind contributions or other resources for promotions intended to increase awareness and concern about a social cause or to support fundraising, participation or volunteer recruitment for a cause. Also referred to as Cause Sponsorship.
- Cause-Related Marketing: A corporate commitment to make a contribution or donate a percentage of revenues to a specific cause based on product sales or other consumer activity. Also known as Commercial Co-venture, Transactional Cause Marketing, Proceeds Partnerships or Proceeds Programs.
- Community Affairs: The various methods companies use to establish and maintain a mutually beneficial relationship with the communities in which they operate. Also known as Community Relations, Community Outreach, Community Volunteerism.
- Corporate Contributions: The variety of ways that a corporation can support community organizations. Typically includes donations, grants, in-kind donations, and volunteer programs. Also known as Corporate Donations.
- Corporate Fundraising: Corporations raise money for charity partners through organized activities and by soliciting money or pledges from customers. Several popular corporate fundraising strategies include asking consumers to add a dollar at checkout or to purchase a paper "pin up" e.g. paper shamrocks for MDA, or paper sneakers for March of Dimes. Also referred to as Purchase Plus. In addition to these tactical examples, there are many other corporate fundraising options.
- Corporate Philanthropy: Direct contributions – the most traditional of corporate social initiatives. Also referred to as Corporate Foundation Grants or Corporate Grants.
- Corporate Relations: Some nonprofit organizations refer to their work with corporate partners as Corporate Relations and often give staff responsible for this functionality a Corporate Relations title.
- Corporate Social Marketing: Corporate support for the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment or community well being.
- Corporate Social Responsibility or CSR: The sum of all activities including Cause Marketing, Community Affairs and Responsible Business Practices. Related concepts include Corporate Reputation, Corporate Citizenship, Triple Bottom Line.
- Corporate Volunteerism: Corporate support for employees and other stakeholders to volunteer time and expertise. Common terms include Dollars for Doers, Employee Volunteerism.
- Socially Responsible Business Practices: Discretionary business practices that support responsible business practices and social causes. Also known as Social Responsibility.
- Social Marketing: Sometimes confused with Social Media, Social Marketing is the application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
- Social Media: Media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Popular methods include FaceBook, Twitter and Linked In. Many cause campaigns are currently integrating social media strategies to communicate their message.
- Strategic Philanthropy: Philanthropic decisions that are integrated with corporate citizenship and other key strategic organizational performance-related decisions. Also referred to as Tactical Philanthropy, Strategic Giving.
Helpful Links
Recommended Reading
- Cause Marketing Forum newsletters -- subscribe at www.causemarketingforum.com
- For Momentum Cause Alliances Insights papers provide latest cause research and news, put in a context you can use for your planning purposes.
- Corporate Social Responsibility, Doing the Most Good for Your Company and Your Cause, by Philip Kotler and Nancy Lee
- Cause Marketing for Nonprofits, Partner for Purpose, Passion and Profits, by Jocelyne Daw
- Robin Hood Marketing, Stealing Corporate Savvy to Sell Just Causes, by Katya Andresen