Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

by Philip Kotler

Pick a cause your company and your target audience are or can be passion about. When selecting a charity partner seek one that has a broad base of engaged supporters that can be activated to stimulate high volumes of activity. Target a product offer that has the most chemistry with the cause, looking for the intersection between your customer base, your products, and people who care about the cause. Research the idea with targeted customers, or consider a pilot program to gauge general appeal and refine marketing strategies. Give the effort considerable visibility with potential buyers. Small mentions on product labels or small type added to existing ads may go unnoticed. Keep the offer simple and transparent to ease communication and avoid consumer suspicion. Consider the benefits of disclosing the actual or anticipated amount to be donated to the charity and its potential impact (e.g., the next $1 million raised will be designated to eradicating polio in the world). Be willing to recognize errors and make changes.