For several days now, I’ve been following a discussion about cause marketing on a Listserv which I follow on a regular basis. It’s a fascinating discussion.

The issue at hand: is there a benefit for nonprofits in partnering with corporations and businesses for mutual benefit? The discussion has ranged over an amazing spectrum of opinions. The cynical hold that there is no value – and considerable taint – in working with the corporate world and that we’ve been all but corrupted beyond redemption by MBAs. The pragmatic assert that in lots of circumstances, even those which may challenge the core values of the nonprofit, there is something to be gained when the nonprofit expands its resource base in a cause marketing partnership.

I’ve long argued that there is very good reason for nonprofits to find the right partner and work together. I’ve seen several examples in which both sides worked together effectively and both derived considerable benefit. Here’s one good example:

A very large gated apartment complex which features lots of green space and lush landscaping inside isn’t quite so attractive from the outside. The management of the complex wanted to find a way to get potential residents onto the property so they could see for themselves what lay inside. At the same time, a group of artists wanted to expose their work to an audience of potential buyers. The artists and the complex joined forces to create a public art fair. To draw a large audience, they sought and secured a partnership with a nonprofit which aids young people with cancer.

The result was exactly what cause marketing should be: Everybody won. The nonprofit and the artists publicized the art fair to their respective communities while the management of the complex made their facilities and their staff available to help stage the fair. Everyone worked together to publicize the event and, over several years, the art fair drew thousands of visitors. The artists got their show and some sales, the nonprofit gained expanded exposure and the donations to its cause the visitors offered and the complex was able to show off its property to a large audience of new potential customers.

Nobody’s ethics were compromised, nobody had to do or say anything which was at odds with their goals, their mission or their values and everybody realized their own goals.

So the answer to the question, it seems to me, is simple:

In the right circumstances and the right partnership, cause marketing is a terrific tool. Good planning, thoughtful cooperation and the right mixture are essential, but it can – and it does – work.

IF YOU’RE INTERESTED, THE LISTSERV I FOLLOW IS COMPOSED OF NONPROFIT ACTIVISTS WORKING A WIDE RANGE OF ISSUES AND THOSE WHO SERVE THEM. IT’S OFTEN VALUABLE FOR A WIDE RANGE OF INTERNET AND TECHNICAL INFORMATION, BUT IT ALSO FREQUENTLY EXPLORES TOPICS LIKE THE SUBJECT OF THIS BLOG. HERE’S WHERE YOU CAN FIND IT: DISCUSS@PROGRESSIVEEXCHANGE.ORG