CAUTION: Cause Marketing can be hazardous to your health.

“Cause marketing” is the term being used today to describe all manner of crosspromotional efforts betweenfor-profit businesses and nonprofit organizations. More than 1 of every 4 retailers are promoting charities at some level — and the Web seems to be speeding that growth.

Research shows 64% say they for cause marketinghave purchased from a brand because it supported a cause they believe in. A 2001 survey suggested that 81% would choose one brandover another if a cause wereinvolved, assuming price andquality were similar.

If you have done due diligence,and your stakeholdersunderstand and believe in thecause, great! But sales people—with noble titles in the nonprofit world like corporate outreach or community development officer — have their own agendas which may not coincide with your best interests.

Never ever assume your customers share the values to which you are hitching your corporate wagon just because the nonprofit makes that claim.

Sources: FutureNow; Synapse Associates