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Cause for Concern
Book

Cause for Concern

Results-Oriented Cause Marketing

Stephen M. Adler
Thomson South-Western, 2006

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Editorial Rating

7

Qualities

  • Overview
  • Concrete Examples

Recommendation

Stephen M. Adler explains how corporations can pair with charitable causes to enhance their visibility, goodwill and sales in this brief, straightforward book that includes illuminating case studies. Adler is realistic about the purposes of corporate philanthropy. He argues that it should always make business sense. He shows that nonprofits also are thinking of survival and growth: They use their causes to drive contributions and keep themselves in business. getAbstract recommends this book to marketers who want an overview of how corporations and charities can work together – for their mutual benefit and for that of society.

Take-Aways

  • Consumers and businesses have donated more than $1 billion to cause-related marketing (CRM) campaigns.
  • In 2001, CRM spending in the U.S. and Canada rose 5% to reach $733 million.
  • CRM is different from outright charitable giving or philanthropy.

About the Author

Stephen M. Adler has designed many cause-related marketing programs for corporations, including several Fortune 1000 companies.

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