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By Ristic M.M., Popovic B.C.

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The company must be clear about what it hopes to accomplish with its cause marketing effort. If its objective is simply to improve its visibility or enhance its image, any number of highly visible programs or events will afford plenty of signage and sponsor credit. But if the aim is to alter or enhance its image with a particular constituency—perhaps the audience the company currently has, once had, or hopes to get in the future—that should narrow the field of prospective partners. 2 / When the Cause Fits the Company 39 Some companies choose to partner with well-established, safe, mainstream causes or nonprofit organizations with a high degree of name recognition, high favorability ratings, a good public report card, and a scandal-free history.

By running several ads, each of which identified the work of a cause or organization to which the company gave money, the company, rather than identifying itself with a cause or issue about which it felt passionately committed, took a something-for-everybody approach and spread the wealth around. Finally, many of the good causes that benefited from the company’s generosity by receiving donations of money or products were organizations whose purposes seemed at odds with the effects of the company’s f lagship products.

Corporate social responsibility is decision making linked to ethical values, compliance with legal requirements, and respect for people, community, and the environment. C H 2 A P T E R When the Cause Fits the Company The company or organization has made a decision to go ahead with a cause marketing effort. Now what? The world seemed a much simpler place a few decades ago, and such a decision might have been carried out with relative ease. For example, employers agreed to withhold an amount from employees’ paychecks, match it with a corporate contribution, and write one fat check for the total amount to United Way, a group of worthy charities that funded any number of good causes and activities in hundreds of communities.

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A bivariate uniform autoregressive process by Ristic M.M., Popovic B.C.


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