E030: The Pitfalls and Benefits of Cause Marketing

Cause marketing campaigns often start out with good intentions but don’t always have intended impact. In this episode, I interview Nada Fornier who developed some of the most successful global cause marketing campaigns with Proctor and Gamble.

During our conversation we discuss:

  • The importance of seeking to understand the reality of those you intend to help through your charitable giving
  • What to consider when selecting a charitable partner
  • Differences in working practices, priorities and desired outcomes of business and causes
  • How to build trust with partners and stakeholders
  • Tthe key components of a successful cause marketing campaign
  • The benefits of partnering with businesses, from the perspective of causes

This episode is packed with examples of campaigns and stories of people on the ground who have ‘benefited’ from them.

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About Nada:

One of Nada’s biggest achievements was to develop the global Pampers UNICEF partnership, P&G biggest cause marketing campaign that helped build the Pampers brand equity and business for over 11 years and has been recognized as one of the best global cause marketing programs and set as a business case study by Oxford University. The campaign has also won many awards and was presented at the Clinton Global Initiative as well as World Economic Forum as an example of « doing well while doing good.
Nada was featured as one of the most successful Arab women in a book entitled Domains of Influence by Jacqueline Hassink .   
Nada has also been featured in the book  “Leading with Care:  How Women Around the World Are Inspiring Businesses, Empowering Communities, and Creating Opportunity” authored by Mary Cantando. Nada was featured in Oxford case study for public private partnerships done by Said business School and recently in the “Path to Purpose” book by Carolyn Butler Madden.

Nada’s Links:

Check out Give-to-Profit

 Connect with your host: Alisoun Mackenzie

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