Wednesday, January 11, 2012

Harvard Business Review - 97% of marketing executives believe corporate social responsibility programs (CSRs) to be a valid business strategy.

"Cause-marketing programs will multiply. These programs are created when a for-profit and nonprofit partner to drive revenues, exposure, and fundraising dollars to the non-profit's cause.

Why will these programs continue to appeal to corporations this year? Cause-marketing provides businesses with legitimacy, along with a partner that has issue expertise. If done authentically, such programs can enhance a firm's reputation in the eyes of stakeholders, leading to public good, the viral sharing of information and potentially increased revenues. Marketing experts agree. According to a PRWeek/Barkely PR Cause Survey in 2010, two-thirds of brands now engage in cause marketing, up from 58% in 2009. The same survey found that 97% of marketing executives believe this to be a valid business strategy."

The Innovation Kitchen model is forming strategic partnerships that can create jobs for people that need help from all of us, including support from CSRs. Welcome!

Harvard Business Review blog 'Why CSR's Future Matters to Your Company', by Susan McPherson

Wisconsin Innovation Kitchen

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