Common Wedges in Cause-Marketing Relationships
“Normally, when it comes to cause-related marketing I would say that longer relationships are better for sponsor and charity. … Lasting corporate-cause relationships are like marriages that require persistent maintenance. Or like bank accounts whereto you must make frequent deposits to cover the inevitable withdrawals. But there are times when it makes sense to end cause-marketing relationships.”
Those times, continued Paul Jones in a post on the Cause-Related Marketing blog in June, include times when the relationship is unprofitable or costs more than it generates. Other reasons Jones says charities and sponsors should disband are:
* It just doesn’t work.
* It’s a bad match. Signs of a bad match are “if customers don’t get the connection, or the cause doesn’t, by itself, have enough affinity.”
* Colliding cultures. “If the cultures of sponsors and charity don’t share some common ground, then the relationship may be doomed,” Jones wrote.
— “When to End a Cause-Related Marketing Relationship,” June 12 (http://causerelatedmarketing.blogspot.com)