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Click on a Term to Read the Definition Consumer Activism GIK Right of First Refusal Consumer Product Gift In-Kind Sales Rights CLICK ON A Content Curation Giving Platform SEO Content Marketing Good Washing Share of Mind Content Strategy Core Government Funding Share of Voice TERM TO Competencies Grass Roots Marketing Share of Wallet Corporate Citizenship Halo Effect Shared Responsibility READ THE Corporate Community Partners Holistic Marketing Shared Value Corporate Contributions Hospitality Impact Shopper Proceeds Program DEFINITION. Corporate Donations Corporate Reporting Impact Signage Donation Section Corporate Washing Skills based Volunteerism Foundation Grants Corporate In-Kind Sponsorship Intangible Slacktivism Funding Marketing Benefits Integrated Smarketing Corporate Fundraising Partnership Internal Brand Smart Content Corporate Grants Corporate Engagement Licensed SMS Donations Identity Corporate Merchandise Licensee Snackable Content Philanthropy Corporate Licensing Social Capital Social Relations Corporate Marginal Social Cost (MSC) Change Social Reputation Corporate Social Market Segment Enterprise Marketing Market Share Social Entrepreneurship Activation Corporate Social Responsibility Matching Grant Social Giving Activism or CSR mCommerce Social Good Advocacy Corporate Volunteerism Media Sponsor Social Impact Partnerships Astro-Turfing Corporate Volunteer Program Metrics Social Marketing Authenticity Co-sponsors Micro Donation Social Media Awareness Cost/Benefit Ratio Micro-Influencer Marketing Social Media Optimization Awareness-Raising Partners Creative Disruption Micro Volunteering Social Networking B-Corp or B Lab Cross-Promotions Millennials Social Proof Baby Boomer Crowd Funding Minimum Guarantee Social Return on Investment (SROI) Blog Crowd Sourcing Mobile Giving Socially Responsible Brand CSR Native Advertising Business Practices Brand Authenticity Curator Customer New Business Development Sole Sponsor Brand Identity Brand Journey Customer Newsjacking Sponsee Personality Brand Loyalty Niche Marketing Sponsor Philanthropy Brand Customer Relationship NGO Sponsor ID Purpose Management (CRM) Offering Sponsorship Branded Partnership Customized Programs Omnichannel Sponsorship Agency Business to Business (B2B) Data Visualization One for One Sponsorship Fee Business-to-Business Sponsorship Demographics Online Giving Platform Storytelling Business to Consumer (B2C) Differential Advantage Online Screening Process Storytelling as Currency Buy One Get One (BOGO) Differentiation Optics Strategic Gift-In-Kind Buy One Give One (BOGO) Differentiator Organizational Readiness Strategic Giving Strategic Campaign Digital Partner Summit Partnership Strategic Category Exclusivity Digital Story Telling Disaster Peer-to-Peer Fundraising (P2P) Philanthropy Cause Alliance Philanthropy Plan DIY Personal Fundraising Page Superficial Cause Marketing Cause Alliance Campaign Fundraising Philanthropy Sustainability Cause Branding Dollars for Doers Pinup Sustainable Development Goals Cause Marketing Donations in Kind Positioning Statement Tactical Philanthropy Cause Partnership Double Bottom Line Premiums Tangible Marketing Benefits Cause Promotion Echo Boomers Editorial Presenting Sponsor Target Market Cause-Related Marketing Coverage Editorial Primary Sponsor TBL or 3BL Cause Sponsorship Cause Guidelines Emotional Proceeds Marketing Third Party On-Line Giving Platform Strategic Alliances Cause Engagement Employee Product Donations Title Sponsor Washing Certification Activism Employee Product Proceeds Program Transactional Cause Marketing Certified B-Corporation Engagement Ephemeral Promotional Partnership Transformative Cause Marketing Charitable Checkout Campaign Marketing Event Property Transparency Civic Media Marketing Evergreen Pro Social Triple Bottom Line (TPL) Client Entertainment Facebook Fundraisers Psychographics Turn-Key Programs Ubit Co-branding Fair Trade Foundation Public Domain Unique Selling Proposition (USP) Collective Impact Funding Friendraising Purpose Based Marketing Upcycling Commercial Co-Venture Fulfillment Fundraising Purpose-Driven Brand Valuation Commercial Co-Venturer Fundraising Partnership (or Organization) Venture Philanthropy Funds Community Affairs Gamification Purpose Driven Marketing Volunteerism Community Investment Gen X QR Code Win-Win Community Relations Gen Y Quantifiable Marketing Assets Win-Win-Win Conspicuous Conservation Gen Z Register Campaign Word-of-Mouth Marketing Consultative Selling Return on Investment (ROI) Workplace Giving Initiative Consumer Activation Responsible Business Practices Wrap-Around Event CAUSE MARKETING GLOSSARY | 2 Activation: Awareness: A Marketing activities a company The percentage of population or target conducts to promote a sponsorship. Money market who are aware of a given brand or spent on activation helps to generate company. There are two types of awareness: awareness of and consumer participation in a unaided awareness, which measures the cause offering. percentage of people who independently mention a particular brand when asked to Activism: name brands in a certain category, and aided The doctrine or practice of vigorous action or awareness which measures the percentage of involvement as a means of achieving political people who recognize a brand from a or other goals, sometimes by demonstrations, particular category when shown a list. protests, etc. Awareness-Raising Partners: Advocacy: Corporate partners who aid an organization in Defined by IEG as a partnership in which promoting a program and raising awareness. a nonprofit and a company work together Referred to as a strategic gift in kind, often to alter their operations, promote changes times, this partnership does not include a in public policies, support self-regulation, cash funding component. or endorse operating or ethical standards. Unlike promotional partnerships, advocacy tends to be aimed at internal, B2B or B2G B-Corp: B audiences rather than promoted to See Benefit Corporation consumers. B Lab: Astro-Turfing: B Lab is the nonprofit organization that This describes fake grass roots efforts that provides the official B-Corporation appear to be citizens but are actually paid Certification. B Lab is dedicated to using the “actors” by agencies. power of business to solve social and environmental problems. See also Certified Authenticity: B-Corporation. The quality of being genuine, a best practice for successful cause alliances. Baby Boomer: The generation born between 1946 and 1964. Boomers have the largest population of any generation. Commonly described as optimistic, ambitious and loyal. Back to List CAUSE MARKETING GLOSSARY | 3 Belief-Driven Buyers: Brand Identity: Buyers who choose, switch, avoid or boycott a The outward expression of the brand, brand based on its’ stand on political or social including its name and visual appearance. issues they care about. Visible elements of a brand include colors, design, logotype, name and symbol. Together, Benefit Corporation: brand elements identify and distinguish the A new class of corporations that 1) create a brand in the consumer’s mind. material positive impact on society and the environment; 2) expand fiduciary duty to Brand Image: require consideration of non-financial The consumer’s net impression of a brand, interests when making decisions; and 3) can include real and imaginary qualities and report on its overall social and environmental shortcomings. Brand image is developed performance using recognized third party over time through advertising campaigns standards. Also referred to as B-Corp. with a consistent theme, and is authenticated through the consumer’s direct experience. Blog: An online journal that is updated on a regular Brand Personality: basis with entries on a chosen subject. A vlog is The attribution of human personality traits similar, with the primary medium being video. (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. The Brand: brand personality gives consumers A brand is a mixture of attributes, tangible and something with which they can relate, intangible, symbolized in a trademark. effectively increasing brand awareness and Comprised of a name, term, design, symbol, or popularity. other features, which identifies one seller’s good or service as distinct from those of other Brand Philanthropy: sellers. Brand activities that associate a brand with a particular cause or nonprofit organization, also Brand Authenticity: referred to as “cause marketing.” Sharing genuine user experiences that reflect a brand’s values to develop long-term Brand Purpose: customer loyalty to increase sales To strategically blend business and brand in ways that benefit the community; the organization’s reason for existence beyond making a profit. Back to List CAUSE MARKETING GLOSSARY | 4 Branded Partnership: Buy One Give One (BOGO): Branded partnership is when two brands form A marketing practice grounded in social an alliance to work together, creating impact whereby a consumer buys one marketing synergy. Also referred to as co- product and one is given away. This model is branding. well-known thanks to Toms Shoes, which donates one pair of shoes for every pair it Business to Business (B2B): sells. This strategy offers consumers a Describes marketing and sales activities of powerful incentive to become customers businesses targeting other businesses with while also contributing to the greater good. products and/or services. An example of a B2B Also referred to as One for One or BOGO. promotion would be a paper supplier’s marketing
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