Joe Waters is a leading expert on cause marketing. He trains, speaks and consults on the topic and recently authored "Cause Marketing for Dummies" (Wiley, 2011). You can follow his blog at selfishgiving.com
People often make a big mistake with cause marketing: they confuse it with sponsorship. They talk about logos and billboards and companies cutting fat checks. For every cause marketing program that is funded by a company, there should be three
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