How to Choose a Cause for Cause Marketing
Last week I was meeting with a friend and talking cause marketing. He explained he had recently seen a cause marketing promotion between the Arthritis Foundation and Massage Envy and thought it was a great partnership. Massage Envy customers, arthritis sufferers and their supporters would benefit from the therapeutic touch of massage and the Arthritis Foundation would reap a donation. Perfect.
I couldn't have disagreed more, for two reasons.
People often operate what I call "Garanimal" cause marketing. They like things to match, including their cause marketing. But just because something matches doesn't mean it's a good fit.
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