Selfish Giving: Observations of a cause related marketer.
Blogging about the things I see, learn and do as the Director of Cause & Event Marketing at Boston Medical Center.
Companies often question the bottom-line benefit of cause marketing, dismissing it as "branding" (i.e. nice but not necessary). But just like any good marketing initiative, cause marketing helps a company make and save money. Starbucks' solid reputation for corporate responsibility is one reason why baristas keep pouring for seven bucks an hour, consumers keep ordering three dollar lattes and union officials buy their coffee somewhere else.