We would like to think that we're all altruistic people. That when we donate to a worthy cause, we're doing it for nothing more than our desire to support that cause.
This is, very often, not the case. We give because NPR will send us a sweet tote bag we can show off at our next poetry reading. We give for tax deductions. We give for personal experiences. We give for recognition. We give to cultivate personal experiences and connections. We give to have buildings named after us. We give for that warm fuzzy feeling. And sometimes, we give for the sake of marketing.
And, that's OK.
In his latest piece in CSQ, Echo-Factory CEO Mike Schaffer talks about the value of cause marketing to both your company and the philanthropic organizations you partner with.
Sure, giving with the expectation of getting something back for your brand may seem callous, but in truth, it can be a win for your brand, and a win for your charitable partner.
Read the article to find out how.