Are Sponsorship Deals Resulting in Cause Clutter?
#spacer{clear:left}#abc #sidebar{margin-top:1.5em}zSB(3,3)The Chronicle of Philanthropy, in a recent article, discusses the benefits and dangers of too much cause marketing by too many charities. The recent Product Red campaign, led by rock star Bono, has enticed more charities into seeking deals with corporations to create products bearing the charity’s name. However, the Chronicle says there are some dangers as well as opportunities in such deals: • Merchandising deals are not appropriate for just any charity. The ones that do well have significant name recognition or expertise in a particular topic. • It can take up to two years of research, negotiation, and product development before an organization realizes any profit. • Too many charities pursuing high profile deals can result in “cause clutter.” Consumers may grow tired of the constant appeals to buy things to support g
