Venable of counsel Jonathan Pompan and associate Kristalyn Loson were interviewed on an August 6, 2012 podcast of Nonprofit Spark about cause-related marketing and potential pitfalls to avoid. Cause-related marketing is a unique relationship between a nonprofit organization and a for profit organization where both benefit from their association and generate revenue for the nonprofit.
During the interview, Loson cited a couple of examples of cause-related marketing including Coca Cola’s recent partnership with the World Wildlife Fund. From a business standpoint, Pompan noted that cause-related marketing allows organizations to connect locally with potential consumers. Before embarking on cause-related marketing, both Pompan and Loson advise both nonprofits and for profits to perform due diligence to determine what will be most beneficial for both organizations.
Please click here to listen to the full interview.