One of the benefits of social media changing the nature of brands’ conversations with their customers is the increase in many companies’ philanthropic efforts through cause marketing. While sincere about giving back to their communities, these initiatives should also be an integral part of brands’ marketing initiatives.
In this conversation, I speak with Rachel Armbruster, author of Branding Together For A Cause: Proven Strategies for Revenue and Awareness Generation. Armbruster is a nonprofit strategist, known for her work as director of development at the Lance Armstrong Foundation during the iconic yellow wristband campaign.
We look at the landscape at the intersection of brand marketing and corporate giving, starting with reasons why companies should be motivated to develop deep partnerships with charities.
Armbruster provides guidance on finding the right charity with whom to partner and how to make the most of the relationship so that it’s a win for both the brand and the non-profit.
What’s been your experience with corporate giving? Do you feel both your brand and the charity have reaped the rewards of the relationship?
More on cause marketing
Grow With Cause Marketing (Inc.com)
Cause Marketing Matters to Consumers (Entrepreneur.com)
this convo is sponsored by
Convo at the PowWow is presented by Social Media Today, offering the Web’s best thinkers on business and public policy. Social Media Today is a rapidly-growing community of blogs, webinars, e-books, moderated Tweet chats and other digital content. The community currently includes more than 1,800 bloggers and 100,000 registered members, attracting about 700,000 monthly visits.
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Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.