I‘ve written before about creating a “product” to sell corporate donors, who live in a paradigm of “buying and selling” as opposed to “sponsoring”.

Fred Thompson, President of Public Relations, at Creative Partners posted this 60-second video on “Cause-Related Marketing”.

He makes three major points:

• Cause-related marketing is when a company attaches their product or service to a cause that benefits the greater good.
• Consumers love it when they can buy a product or service that supports a cause they believe in.
• Employees love to work for an organization that they believe is doing good things for the greater community.

This third point relates directly to employee retention and talent acquisition which I covered in my post titled “3 Instant Product Ideas for Non-Profits“.

This is also a great example of a cheap, high quality video:

If you liked this, you should read these:

The Corporate Boomerang
Your NPO’s Sustainable Energy
E-Newsletters can kill your NPO
3 “Instant Product” Ideas for Non-Profits