Where is cause marketing headed in 2010?
While the rules of a successful cause campaign remain solidified, the category is set to change dramatically in 2010. The biggest dynamic impacting cause in 2010 is that it is becoming a mature marketing option. As the newness continues to wear off and the number of cause programs continues to increase, so too grows scrutiny of these programs: What is the ROI of a cause program? Is the charitable partner truly receiving a real benefit from the cause program? And so on. Programs that monitor nonprofit organizations, such as Charity Navigator, have existed in some form for quite a while. However, the launch of programs such as Goodness500, which measures a brand’s social responsibility, will only continue to rise in 2010. Case in point: The January 2010 issue of Ladies’ Home Journal contains their first-ever Do Good Awards. Expect to see more of these watchdog groups in the coming year. The importance of transparency Programs run the right way and in place for the long term can stand up
