Posts tagged ‘marketing’

Cause Marketing Grows Up

Cause Marketing is maturing into Meaningful Marketing and that is a good thing.

The concept of cause marketing as noted on The Philantrepreneur Radio Show in September has been around since 1974 when John Carr and The Foundation for Charitable Giving as a way of “giving back” engaged Charities and Businesses to support each other. We’re now witnessing the first major change in almost four decades–a shift referred to as “meaningful marketing.” This shift was initiated by corporate partners need to decrease cause based philanthropy but to developing purpose-based brands, sustainability and require nonprofits to fundamentally shift their approach to working with businesses if they wished to secure significant support.

It is a great concept because meaningful marketing unites and integrates businesses’ and organizations’ efforts behind a singular and truly meaningful idea that can achieve significant impact. Equipped with that big idea, corporations then need to identify the cause or causes that can deliver the brand value and marketing assets needed to live up to the idea’s promise, spread its message, and achieve the desired results.

Meaningful marketing hit its stride, with a handful of pioneering companies taking the lead and many more poised to adopt it as their central approach to partnering with nonprofits. Among those at the forefront: Coca Cola: Live Positively; Liberty Mutual: Responsibility Project; Kohl’s: Kohl’s Cares; and Dove’s Unstoppable Project.

Philantrepreneur-Sample-CoverMeaningful marketing can also work for small to midsize of entrepreneurs and nonprofits. The strategies are the same: demonstrate  marketing strategies that have community impact. The Philantrepreneur’ Ads for A Cause marketing platform provides the opportunity to implement meaningful marketing immediately in ongoing strategies.

To find out more about Ads For A Cause visit: http://thephilantrepreneur.com/marketing-ads/

Resources:

http://mythologymarketing.com/pillars/

http://www.cmo.com/articles/2012/11/1/cause-marketing-matures-into-meaningful-marketing.html

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Philantrepreneur

Philantrepreneur…. you probably won’t find this word in the dictionary yet, however, it is catching my attention as I hear the term more and more lately… or maybe I am imposing wishful thinking into my mindset. Working in the nonprofit sector for over 30 years I have seen the peaks and valleys, good, bad and ugly and trends and practices evolve. Some with great impact… others not so much. One strategy (trend) that I hope will grow and have great impact is the concept of Philantrepreneurs.

The entrepreneurial sector has seen exponential growth due to many factors. A positive small business climate, corporate cutbacks and internet technology that has influenced individuals to step out on their own to create businesses. The concept of Philantrepreneur goes beyond an entrepreneur’s company supporting nonprofit organizations by making financial contributions or providing volunteers. As I would define this term, it combines the entrepreneurs personal passion and desire to give back to the community WITH planning and strategies that legally involve the business as a primary sponsor or donor in some cases. The traditional format of financially supporting external existing causes is still mainstream philanthropy however trends are changing and it is a viable and satisfying way of using the entrepreneurial spirit to benefit others.  Entrepreneurs are living and creating their own legacy. Following a model that creates financial stability for the nonprofit allowing it the capacity to build sound organizational operations ensuring an enduring future.

Corporations that create foundations have been using philanthropy as a solid business strategy for years. Cause marketing, social enterprise, corporate social responsibility are terms that identify various areas, means and methods of corporate philanthropy. IEG, a leader in global sponsorship has coined the phrase “Meaningful Marketing” as the trend for sponsorship involvement. It emphasizes measuring the return on investments of these strategies.  Foundations are looking for measurable outcomes. So everyone is considering the business impact nonprofit relationships can generate. The Philantrepreneur model does it for entrepreneurs.

Do you envision yourself a Philantrepreneur? Would you like to learn more about the Philantrepreneur model?

GALAXY Logo2 for emailTo learn more about the strategies of becoming a Philantrepreneur visit: www.thegalaxygrouplv.com

Or email: info@thegalaxygrouplv.com

www.DrVictoriaBoyd.com

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