Paul Jones

“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: * Scandal. * Bankruptcy. * It just doesn’t work.

Using the fame of celebrities to enhance response to a cause or campaign has its positives and negatives. In the Feb. 2 post on the blog “Cause-Related Marketing,” author Paul Jones, principal of integrated marketing consultancy Alden Keene & Associates, looked at the issue of using celebrities to get constituents to respond to a campaign. While celebrities will attract public and media attention, give a campaign credibility, donate money, expertise and time to your organization, and even connect you with their personal contacts and potentially greater funds, Jones recommended that organizations considering alignment with celebrities keep the following in mind: 1. Cost. The