Let’s Get Rid of the Heresy in Cause Marketing - A blog by Joe Waters of Selfish Giving

Joe Waters is Director, Cause Marketing for a Boston hospital, and the author of Selfish Giving blog.
Oct 13, 2010 1:35 PM ET

The 3BL Media blog roll is a select list of the most influential, respected, and authoritative voices in corporate social responsibility. Compiled from the 3BL Media staff’s extensive contacts with longtime CSR commentators, these bloggers offer relevant news, opinions, and ideas about all things CSR in one convenient place. 


It seems only fitting that in October we expose a few witches, a few frauds, to redeem cause marketing–especially during this month of “pink” when scams abound.

But unlike my foreparents in Salem let’s be sure we’re condemning the right heretics.

That’s why I think Tim Ogden’s rating system for cause marketing programs could be the beginning of much needed standards for businesses and causes to follow and for consumers to use when they evaluate campaigns.

Like all of us, Tim’s tired of programs that are more like gimmicks, and he has proposed a 5-star standard for cause promotions.

Tim’s goal isn’t to turn these cause promotions into better programs. Oh, no. These are sinners in the hands of an angry God. “Any program that doesn’t meet all of these standards should be shunned” (although Tim admits this isn’t quite realistic).

Nevertheless, Tim means business. So do I.

continue reading.