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The Business of Good: A Guide to Cause Marketing

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Cause marketing has become an increasingly popular strategy for businesses looking to positively impact society while promoting their brand. This WebBook aims to provide an understanding of cause marketing, from its history and evolution to planning, executing, and measuring successful campaigns. This WebBook will explore the benefits of cause marketing, how to identify a cause that aligns with your brand, and the potential risks and ethical considerations.


  • Explanation of what cause marketing is and its purpose
  • Brief history of cause marketing and its evolution

Understanding Cause Marketing

  • Definition of cause marketing
  • Types of cause marketing
  • Benefits of cause marketing
  • Examples of successful cause marketing campaigns

Planning a Cause Marketing Campaign

  • Identifying a cause that aligns with your brand
  • Setting goals and objectives
  • Choosing a partner organization
  • Creating a marketing plan
  • Allocating resources and budget

Executing a Cause Marketing Campaign

  • Collaborating with partner organizations
  • Building awareness and engagement
  • Measuring success and impact
  • Maintaining long-term relationships

Challenges and Best Practices in Cause Marketing

  • Potential risks and challenges
  • Ethical considerations
  • Tips for successful cause marketing campaigns
  • Case studies of companies that have successfully integrated cause marketing


  • Recap of the key points
  • Final thoughts on the importance of cause marketing
  • Call to action for businesses to consider cause marketing in their marketing strategies.

   Will include a minimum of 10 assignments/activities.