Corporate social responsibility has been a vital part of business practices for years and giving back to the community is not only well-regarded, it is essential to the sustainability of a company. However, recently, corporations have shifted from traditional philanthropy to cause marketing, a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization. This new wave of charitable giving not only provides brand awareness, but it also allows companies to save money and still give back by promoting a cause.

A cause marketing campaign can have huge benefits for those involved, yet, if not executed properly, it can create negative results and even destroy any trust the public might have in the company.

Here are a few guidelines to help companies execute a cause marketing campaign successfully:

Choose carefully

Choosing a cause that makes sense to your brand is important. If your company doesn’t…

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