Supporting a Corporate Cause-Related Marketing Program?

Supporting a Corporate Cause-Related Marketing Program? Here's What You Should Ask

Every October, everyone is very much aware that it is also Breast Cancer Awareness month by the sea of pink ribbons on television, people's shirts, in magazines, and online. It seems that everyone that has a mother, sister, daughter, aunt, girlfriend, or wife is in a cause-related mode. This goes for corporations throughout the United States as well. From major airlines to yogurt companies, everyone does a little something extra to give to the cause, usually through the Susan G. Komen for the Cure organization.

But it's not just in October that major companies offer a way to get involved in a good cause. And it's not just for breast cancer, either. All throughout the year, such corporations offer consumers a variety of options for getting involved in the race for the cure or to save the dolphins or to conserve energy. Involvement ranges from the company donating a portion of their sales to asking consumers to participate in a program in exchange for a donation on their behalf. Many of these programs appear meaningful and a great way to educate the public about the cause all the while generating funding for research and treatment.

That sounds great, but how do you know that the particular corporate-sponsored program is really worth it? Which programs really do put the money to a good cause? Simply being an informed consumer and asking some of these questions should help you determine if the corporate cause-related marketing program you choose to support is worth it.

1 - What does the program mean to you?

You'll know you should look more into the program if the cause means something to you. Do you care about the environment? Did your mother or sister have breast cancer? Ask yourself what's important, and if the cause is on the list, read more about the program. Consider the details of the program. If they make sense, move on.

2 - What will the targeted non-profit organization do with the money?

Another very important thing to consider is what the charitable organization will do with the money that's raised. Any well-organized and legitimate cause-related program will clearly state and outline how the money will be used. If you are unclear about anything at all, you may want to move away from this particular cause. Transparency is a key element in a good, solid cause-related program.

3 - Who benefits?

The group that benefits from the money raised should be clearly stated. You should never guess about this. Will all proceeds be sent to a third-party charity? Has that charity acknowledged their association with this cause-related program? If not, beware! Check out the Better Business Bureau Wise Giving Alliance (www.give.org) for more information on legit charities.

4 - Does the program have a structure?

Read all the fine print of the cause-related program. How will the funds make it to the targeted charity? Will the company provide 100% of all proceeds to the charity or just a percentage? Are there any stipulations? What do you have to do as a donor, if anything? Make sure you are clear on the structure, and that you agree with it, before moving ahead.

Remember, you don't have to buy into any corporate cause-related program just because you think it benefits a cause or charity you support as well. Some of these programs seem wonderful at a glance, but with a deeper look aren't what they seem. Always read about the corporate charitable sponsorship before getting involved. If you don't feel comfortable supporting such a campaign, there is nothing stopping you from making a donation directly to legitimate charities on your own.