Broadly defined, cause marketing is a partnership between a for-profit company and a non-profit organization whereby the for-profit seeks to create a fundraising effort in order to generate funds, awareness and community involvement for its cause-of-choice or social/environmental issue (the non-profit).
As the Corporate Marketing Manager for Look Good Feel Better (LGFB), I partnered with several incredible supporters of this program from Shoppers Drug Mart, Hudson’s Bay to L’Oreal, Chatters, Estee Lauder and Coty (just to name a few). Not only were many of these companies proud sponsors of the Foundation’s annual fundraiser, Mirror Ball, but each also supported the LGFB throughout the year with varying in-store beauty events, promotions and product purchase (portion of proceeds) donations.
From the perspective of a non-profit, managing the relationship with a company that seeks to raise and donate funds, whatever the avenue, requires a careful balancing act of nurturing and diplomacy while at the same time, tactfully ensuring that its vision, mission and brand integrity are enforced and communicated with every initiative. To learn more about the many initiatives that were activated and the manner in which each relationship was managed uniquely, please contact me. I would be happy to discuss and share my learnings.