Consumer Activism GIK Right of First Refusal Consumer Product Gift In-Kind Rights CLICK ON A Content Curation Giving Platform SEO Content 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 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 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 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 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 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 B-Corp: 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.

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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.

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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 efforts promoting their product to C Campaign: office supply retailers. A set of coordinated marketing messages delivered at intervals with a Business-to-Business Sponsorship: specific goal. Sponsorship programs intended to influence corporate purchase/awareness, as opposed to Cash Mob: targeting individual consumers. A cash mob is a trend in which people join together or use social channels to organize Business to Consumer (B2C): events that support local businesses. Describes activities of businesses targeting end consumers with products and/or services. An Category Exclusivity: example of a B2C transaction is a person The right of a sponsor to be the only company buying a pair of shoes from a retailer. within its product or service category associated with the sponsored property. Buy One Get One (BOGO): A common marketing offering whereby a Cause Alliance: consumer buys a product and gets a second An alliance is defined as a close association of product for free. groups, formed to advance common interests. Cause alliances are collaborative relationships between organizations, created to leverage each partner’s assets and capabilities to address shared interests.

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CAUSE MARKETING GLOSSARY | 5 Cause Alliance Campaign: Cause Promotion: An integrated, collaborative campaign with Corporate provision of funds, in-kind multiple partners to advance a cause. contributions or other resources for promotions intended to increase awareness Cause Branding: and concern about a social cause or to support Cause Marketing is a business initiative to fundraising, participation or volunteer integrate a cause into a to recruitment for a cause. Also referred to as advance both business and social impacts Cause Sponsorship. while making a connection to stakeholders. Cause Branding goes further and attempts to Cause-Related Marketing: create a permanent association in the eyes of A corporate commitment to make a the consumer between the company or brand contribution or donate a percentage of and the cause or issue. revenue to a specific cause based on predetermined consumer activity. Unlike Cause Licensing: philanthropy, cause marketing is a business A royalty-based relationship between a expense, not a donation, and is expected to manufacturer or retailer and a nonprofit show a return on investment. Also known as organization whereby a link is created Commercial Co-venture, Transactional Cause between the sale of the licensed product and Marketing, Proceeds Partnerships or the cause. Proceeds Programs. Often confused with the term Cause Marketing, proceeds Cause Marketing: arrangements are only one form of cause A business relationship in which a corporation activations. and a nonprofit form a partnership that results in increased business for the corporation and a Cause Sponsorship: financial or marketing return for the See Cause Promotion. nonprofit.Also referred to as Cause Alliances, Cause Partnership, Strategic Alliances, Cause Strategic Alliances: Strategic Philanthropy. See Cause Marketing.

Cause Partnership: See Cause Marketing.

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CAUSE MARKETING GLOSSARY | 6 Cause Washing: Civic Media: A term coined to describe inauthentic A form of communication that strengthens marketing-for-good, similar to “green- the social bonds within a community or washing” which Urban Dictionary defines as creates a strong sense of civic engagement “when companies pretend to be among its residents. environmentally friendly -- when in fact they are not.” See Good Washing. Client Entertainment: Hosting key customers, clients, officials, Certification: employees and other VIPs at an event. An arrangement in which an organization Usually involves experiences, tickets, parking, grants its seal of approval to a branded dining and other amenities, often in a product or service that complies with specially-designated area. Also referred to as established standards. Hospitality.

Certified B-Corporation: Co-branding: Certified B-Corporations have undergone a Co-branding is when two brands form an rigorous certification process developed by alliance to work together, creating marketing the nonprofit organization B Lab. synergy. Also referred to as Branded Unlike traditional businesses, Partnership. B-Corporations: Collective Impact: 1. Meet comprehensive and This is the commitment of a group of actors transparent social and from different sectors to a common agenda environmental for solving a specific social problem, using a performance standards; structured form of collaboration.

2. Meet higher legal Commercial Co-Venture: accountability standards; Definitions vary by state, but in general refers to 3. Build business constituency for a marketing campaign conducted by a co- public policies that support venturer (the corporation), which represents sustainable business. that the purchase or use of goods or services will benefit a charitable organization. Often Also referred to as Certified B-Corp. referred to as “cause marketing” though this is See also B Lab. only one form of possible cause partnership.

Charitable Checkout Campaign: See Register Campaign.

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CAUSE MARKETING GLOSSARY | 7 Commercial Co-Venturer: Consumer Activation Any company who, for profit or other Used to describe the series of elements that commercial consideration, conducts, lead to triggering an action from a consumer promotes, underwrites, arranges, or sponsors that results in a donation being made to a sale, or event of any kind which is nonprofit. Common examples include advertised, and which will benefit, to any encouraging a consumer to “add a dollar” or extent, a charitable organization. “round up” at check-out, tweet a photo or post a favorable comment. Community Affairs: The various methods companies use to Consumer Activism: establish and maintain a mutually-beneficial The practice of using social influence that relationship with the communities in which leads to influencing business practices and they operate. Also known as Community outcomes, or that are seemingly safer and Relations. more readily available products or services.

Community Investment: Consumer Product: Proactive and primarily outcome-driven giving in Goods or services purchased for private use or which a corporation makes gifts that are for other members of the household. simultaneously important to the long-term success of the business and serve a critical Content Curation: community need. The process of identifying relevant content for an audience from multiple sources, modifying or Community Relations: editing that content to reflect their needs and See Community Affairs. delivering the content to through multiple channels. Conspicuous Conservation: Consumers who desire to show evidence of Content Marketing: their conservation, such as driving a Prius. The practice of creating relevant and compelling content in a consistent fashion to Consultative Selling: a targeted buyer, focusing on all stages of the Style of selling in which a salesperson plays buying process, from brand awareness the role of a consultant. He or she first assists the through brand evangelism. buyer in identifying his or her needs, and then suggests products that satisfy those needs.

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CAUSE MARKETING GLOSSARY | 8 Content Strategy: Corporate Foundation Grants: The framework including people, process and Donations to a nonprofit from a foundation tools to deliver the content your audience arm of a corporation. seeks, in all the places they search, for each stage in the buyer journey. Corporate Funding: Sponsorships, grants, or other monetary Core Competencies: donations that are given to a nonprofit Relates to particular areas of skill and from a corporation’s marketing, community competence that best contribute to its ability to relations, or corporate social responsibility compete. budgets.

Corporate Citizenship: Corporate Fundraising: See Corporate Social Responsibility. Corporations raising money for nonprofit partners through organized activities and by Corporate Community Partners: soliciting funds from customers or employees. Corporate partners who have provided funding or in-kind donations to an organization Corporate Grants: in exchange for sponsorship privileges; a See Corporate Philanthropy. joint partnership between a corporation and a nonprofit. Corporate Identity: Refers to the visual identity of a corporation Corporate Contributions: (logo, marks, etc.). Often understood to The variety of ways that a corporation can mean a corporation’s presentation to its support community organizations. stakeholders and the means by which it Typically includes funding, grants, in-kind differentiates itself from other corporations. donations, and volunteer programs. Also known as Corporate Donations. Corporate Philanthropy: Direct contributions from a corporation to a Corporate Donations: nonprofit, the widest umbrella term to See Corporate Contributions. describe most traditional forms of corporate support. Also referred to as Corporate Corporate Donation Section: Foundation Grants or Corporate Grants. A unique section on a nonprofit organization’s Web site defining how corporations can donate or support the organization.

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CAUSE MARKETING GLOSSARY | 9 Corporate Relations: Corporate Volunteerism: Some nonprofit organizations refer to their A practice that harnesses the valuable work with corporate partners as Corporate network of employee interests, talent and Relations and often give staff responsible for time to create value for nonprofits. this function a Corporate Relations title. Corporate Volunteer Program: Corporate Reputation: Corporate-led opportunities for their See Corporate Social Responsibility. employees to participate in volunteer activities in support of a nonprofit partner. Corporate Social Marketing: Can be organized by individual, skills-based, micro or team volunteer activities. Corporate support for the development and/or implementation of a behavior-change campaign intended to improve public health, Co-sponsors: safety, the environment or community Sponsors of the same property. well-being. Cost/Benefit Ratio: Corporate Social Responsibility or CSR: This is the ratio used to determine the amount of Refers to operating a business in a manner value received for each dollar invested in that accounts for the social and environmental rights fees. impact created by the business. CSR means a commitment to developing policies that Creative Disruption: integrate responsible practices into daily Occurs when a traditional marketing message is business operations, and to reporting on flipped to attract attention. Does not progress made toward implementing these necessarily connote negativity, and this practices. It is the sum of all activities including approach is increasingly popular for brands Cause Marketing, Community Affairs and today as they try to become more memorable. Responsible Business Practices. Related concepts include Corporate Reputation, Cross-Promotions: Corporate Citizenship, Triple Bottom Line. A joint marketing effort conducted by two or more partners using the sponsored property as the central theme.

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CAUSE MARKETING GLOSSARY | 10 Crowd Funding: Customer Relationship The collective cooperation, attention and Management (CRM): trust by people who network and pool their Tracking customer behavior for the purpose of money and other resources together to developing marketing and relationship- support efforts initiated by other people or building processes that bond the consumer organizations. to the brand. Typically uses software and systems to provide one-to-one personal Crowd Sourcing: contact between the organization and the Refers to the harnessing and enthusiasm from customer. a large number of people who are prepared to volunteer their time contribute content or Customized Programs: skill to solve a problem and/or create positive Corporate partnership elements that have impact. been customized and/or provide the opportunity for customization based on CSR: shared objectives and goals. See Corporate Social Responsibility. D Data Visualization: Curator: Using visual elements Someone who searches, finds and filters the such as infographics, timelines, charts, graphs best content on a topic from multiple sources and maps to illustrate patterns, trends and providing an interpretative service. correlations.

Customer Journey: Demographics: Plotting a customer’s experience of interacting The description of outward traits that with a brand which includes touchpoints characterize a group of people such as age, along the way. sex, nationality, marital status, education, occupation or income. Decisions on market Customer Loyalty: segmentation are often based on Customer loyalty is exhibited when a customer demographic data. repeatedly prefers and purchases one brand over others in the same category. Loyalty can be positively (or negatively) affected by cause marketing.

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CAUSE MARKETING GLOSSARY | 11 Differential Advantage: DIY Fundraising: A feature of a product that is valuable to When an individual determines the type of customers and is not found in other products of activity they choose to undertake and the same category. fundraise to benefit a cause or nonprofit. Oftentimes organizations provide turn-key, Differentiation: flexible resources that support a variety of Creation or demonstration of unique athletic and/or social activities (run, walk, characteristics in a brand compared to those of dance, motorcycle ride, bake sales, etc.) its competitors. Dollars for Doers: Differentiator: Direct corporate giving and/or matching Any tangible or intangible dollars to nonprofits in recognition of characteristic that can be used to distinguish a employee-volunteer service. product or a company from other products and companies. Donations in Kind: Donations that are made in goods and Digital: services rather than in money. See Gift in Digital describes electronic technology that Kind. generates, stores and processes data. Double Bottom Line: Digital Storytelling: Refers to businesses’ attention to both A short, compelling narrative that is composed conventional profit and loss as well as to using emergent forms of digital technologies. social good.

Disaster Philanthropy Plan: An overall strategy developed and shared in advance by companies in order to respond more effectively to natural disasters and to help affected employees and communities recover.

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CAUSE MARKETING GLOSSARY | 12 Echo Boomers: Employee Activism: E See Gen X. Employees following issues that affect them while taking note of where their employers Editorial Calendar: stand as they straddle the role of brand Organized content to be published by topic ambassador and concerned citizen. and channel across time. Employee Engagement: Editorial Coverage: Refers to the involvement of employees and Exposure that is generated by a third party, the emotional connections created by typically this type of coverage is referred to as connecting the employee to the corporation’s unpaid media coverage. chosen charitable activities.

Editorial Guidelines: Ephemeral Marketing: Identification of the types, tone and topics of Temporary content, primarily images and content to be selected for a given channel. videos that are only accessible for a brief period of time such as Snapchat. Emotional Engagement: Level of involvement, interaction, intimacy, Event Marketing: and influence an individual has with a brand Promotional strategy linking a company to an over time. event (sponsorship of a sports competition, festival, etc.)

Evergreen: Information and marketing materials developed that are valid for a long period of time without being continuously updated.

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CAUSE MARKETING GLOSSARY | 13 Facebook Fundraisers: Fundraising Partnership: F An in-app fundraising tool that allows The use of a company’s assets and outlets as nonprofits to collect donations and enables collection points for donations. supporters to fundraise and engage their community. G Gamification: The use of game playing and design Fair Trade: techniques to enhance non- game contexts, A market- based approach that aims to help products and services. Gamification producers in developing countries obtain encourages users to engage in desired better trading conditions and promote behaviors by taking advantage of a human’s sustainability. Also, a social movement and psychological predisposition to engage in certification. game playing.

Foundation Funding: Gen X: Grants or other monetary donations that are The cohort of people born between 1965 and given to a nonprofit from a private, family or 1984 (following boomers and preceding corporate foundation. Millennials). Generation X is often characterized as independent, resourceful and self- Friendraising: sufficient. Also referred to as Echo Boomers. A form of fundraising that involves befriending an organization or individual for the purpose of helping support the financial aspect of a charity.

Fulfillment: The delivery of benefits promised in the partnership agreement.

Fundraising: The organized activity of raising funds for a charity, institution or cause.

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CAUSE MARKETING GLOSSARY | 14 Gen Y: Giving Platform: Often interchanged with the term Millennial, An online or mobile fundraising site where the age range varies by source. Some say it is individuals can raise money for a cause. the group of people born between 1978 and Similar technology is offered, often co- 2000, others say it begins at 1982. Most agree branded, by nonprofits to enable individuals Gen Y is the last generation of children wholly (such as walk or other event participants) to born in the 20th century. Also referred to as raise money from their personal networks. Millennial. Also referred to as Online or Mobile Giving Platform, Social Giving Platform. Gen Z: Some define this as the cohort born between Good Washing: 2001 and present, others use the term to refer to A term coined to describe inauthentic people born between 1994 and 2004. The marketing for good, similar to “green-washing,” distinguishing characteristic of Gen Z is that which Urban Dictionary defines as “when they have likely never known life without the companies pretend to be environmentally internet, mobile phones or YouTube. friendly -- when in fact they are not.” See Cause Washing. GIK: See Gift In-Kind. Government Funding: Grants or other monetary donations that Gift In-Kind: come from a state or federal agency. Gifts In-Kind are a type of charitable giving in which, instead of giving money to fund Grass Roots Marketing: goods/services/ or program support the Grassroots marketing starts from the ground actual goods/services are given. Often up. Instead of launching a message to appeal includes marketing assets to help raise to many people, a marketer targets a small awareness of a cause. Also referred to as group to spread the message to a much larger GIK. audience.

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CAUSE MARKETING GLOSSARY | 15 Halo Effect: In-Kind Sponsorship: H The halo effect is a term used Payment (full or partial) of sponsorship fee in to describe the bias shown by customers goods or services rather than cash. towards certain products or brands. As it relates to cause, it is the positive or altruistic Intangible Marketing Benefits: reputation received by a company that The qualitative benefits of a marketing supports a nonprofit or cause. program or cause partnership. Includes critical elements, such as audience loyalty, which do Holistic Marketing: not have an easily measurable quantitative A strategy which considers the business as a component. whole and not as an entity with separate parts in order to convey a positive united image to Integrated Partnership: consumers. A multi-faceted relationship whereby the corporate partner is seeking a return on Hospitality: investment (ROI). Integrated partnerships Hosting key customers, clients, key ultimately leverage many corporate assets stakeholders, employees and other VIPs at an and budgets to support the partnership and event. Usually involves unique experiences, business goals. tickets, parking and other amenities, often in a specially designated area. Also referred to as Internal Brand Engagement: Client Entertainment. The process of linking internal culture and employee behavior to business goals. Authentic brands are often built from within, I Impact Reporting: Communicating the difference you starting with an organization’s people and made to the people you are trying to help, or culture. to the issue you are trying to improve. Impact reporting often takes the form of an impact L Licensed Merchandise: report or annual report. Goods produced by a manufacturer (the licensee) who has obtained a license to Impact Washing: produce and distribute the official marks on Occurs when companies claim impact or seek products. Cause licensing requires a legal to wash themselves in the language of social agreement and typically includes royalties or good without really doing anything other fees. substantive; similar to greenwashing.

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CAUSE MARKETING GLOSSARY | 16 Licensee: Matching Gifts: Manufacturer which has obtained a license to Offered by corporations to encourage and produce and distribute licensed merchandise. promote charitable giving by employees by matching individual donations with a Licensing: corporate gift. Relationship between a manufacturer and a property, which can be a nonprofit, where the Matching Grant: property grants the former a license to When a funder offers a certain donation produce and sell merchandise with its logos based on the condition that the same amount and terminology. The property receives a (whatever the declared amount is) also be royalty on each piece of merchandise sold; raised from other sources. there is often also an upfront payment made to the property. The manufacturer (licensee) does mCommerce: not have the right to use the property marks Refers to the buying and selling of goods or and logos anywhere except on the licensed services via a mobile device (rather than e- merchandise. commerce, which is online sales). Mcommerce has become an essential business strategy. M Marginal Social Cost (MSC): The total cost to society as a whole Media Sponsor: for producing one further unit, or taking one Broadcast, online, print, out-of-home and further action, in an economy. outdoor media suppliers that provide Market Segment: advertising time or space to a property in A group of customers who (a) share the same exchange for official designation. needs and values (b) can be expected to respond in much the same way to a company’s Metrics: offering, and (c) command enough purchasing A measurement used to gauge some power to be of strategic importance to the quantifiable component of performance. Also company. referred to as return on investment (ROI).

Market Share: A company’s share of total sales of a given category of product on a given market. Can be expressed either in terms of volume (how many units sold) or value (the worth of units sold).

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CAUSE MARKETING GLOSSARY | 17 Micro-Donation: Minimum Guarantee: Micro-donations are small charitable A partner agrees to pay a specific minimum donations. In the past, they have been sum, regardless of the actual result of the limited to collecting spare change at registers cause promotion. If sales (or other calls to and checkouts. Micro-donations as a valid action, i.e. tweets or posts) do not trigger the philanthropic strategy has increased due to anticipated amount, the company makes up the advent and popularity of online and the difference. mobile. Mobile Giving: Micro-Influencer Marketing: Enabling multiple mobile channels and social The practice of engaging people who have a networks for charitable giving. smaller social media reach than traditional influencers, but can often deliver higher N : quality leads to recommend products or that takes on services. the form and function of the platform it appears on, to make ads feel less like ads, Micro Volunteering: and more like part of the conversation. Markedly different from traditional forms of volunteering, micro-volunteer opportunities New Business Development: generally do not require a long-term obligation The term used to describe all the activities and are flexible, resulting in only a short involved in realizing new business commitment of time and talent. opportunities.

Millennials: Newsjacking: Often interchanged with the term Gen Y the Occurs when an organization capitalizes on a age range varies by source. Some say it is the news story and puts a spin on it to draw group of people born between 1978 and 2000, attention to their content/opinion in order to others say it begins at 1982. Most agree Gen Y is boost engagement and marketing. the last generation of children wholly born in the 20th century. Also referred to as GenY.

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CAUSE MARKETING GLOSSARY | 18 Niche Marketing: One for One: Marketing adapted to the needs, wishes and A marketing practice whereby a expectations of small, precisely-defined consumer buys one and one is given away. groups of individuals. A form of market This model is well-known thanks to Toms, segmentation. which donates one pair of shoes (or other product) for every pair it sells. This NGO: strategy offers consumers a powerful NGO stands for nongovernmental incentive to become customers while organization, an entity apart from business also contributing to social good. and government sectors. Also referred to as Buy One, Give One.

Offering: Online Giving Platform: O What a company offers for sale to See Giving Platform. customers. An offering includes the product and its design, features, quality, packaging, Online Screening Process: distribution, etc. An area on an organization’s Website where interested partners can submit Omnichannel: requested information to the organization as Similar to multi-channel marketing but with a first step toward the possibility of the goal of providing a seamless, consistent, partnering. holistic, effortless customer experience over multiple devices and channels including Optics: physical stores. The aspects of an action, policy, or decision (as in politics or business) that relate to public perceptions.

Organizational Readiness: A comprehensive assessment of organizational functioning and readiness for change.

P Partner Summit: A cultivation tool that brings together representatives from current and potential partners for education/information sharing and networking/relationship building.

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CAUSE MARKETING GLOSSARY | 19 Peer-to-Peer Fundraising (P2P): Positioning Statement: A growing one-to-many model and fundraising A written description of the position that an channel based on the premise of empowering organization wishes itself, its product and/ or its individuals to fundraise on behalf of a cause brand to occupy in the minds of a defined or nonprofit. A passionate individual serves as target audience. the connector and opens up his or her network to garner support. P2P success is Premiums: often achieved through leveraging a number Merchandise produced to promote of digital resources and communities. involvement with a property; often times customized with the names/logos of the Personal Fundraising Page: sponsor and the property. A fundraising tool available on an organization’s or corporation’s website where individuals can create their own customized pages to raise funds in support of a cause via their personal and professional networks.

Philanthropy: Support for a nonprofit or cause where no commercial advantage is expected.

Pinup: Any point-of-sale item used for cause marketing donation programs such as paper cutouts, scannable icons, etc. and typically posted somewhere within a visible, bricks and mortar location. The MDA Shamrocks are the classic example.

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CAUSE MARKETING GLOSSARY | 20 Presenting Sponsor: compliance, a disclosure statement might The sponsor who has paid a fee with read: “5 cents will go to ABC Charity for every entitlement for their name to be associated box of XYZ Cereal sold in October up to a either above or below that of the sponsored maximum of $200,000.” See Proceeds, property, e.g. “The Music of Andrew Lloyd Transactional Cause Marketing, Commercial Webber presented by Lexus” or “AT&T Co-venture. presents Cirque du Soleil.” Promotional Partnership: Primary Sponsor: An alliance in which a company or media Refers to sponsor paying the largest fee and outlet promotes a cause and its message. receiving largest package of benefits when a While typically no cash changes hands, the property has no title or presenting sponsor. promotion builds the nonprofit or cause brand via amplification by the company. The Proceeds Marketing: company benefits from the halo the cause See Product Proceeds Program, Commercial brings to its brand. Co-Venture, Cause Related Marketing, Transactional Marketing. Property: A unique, commercially- exploitable entity, Product Donations: (typically in sports, arts, events, entertainment When a nonprofit accepts or a corporation or cause). donates products as a form of donation. Pro Social: Product Proceeds Program: Voluntary actions that are intended to help Program designed to allow a nonprofit or or benefit another individual or group of cause to benefit from the sale of products/ individuals. services by a corporate partner. At the point of solicitation, details of the agreement must be Psychographics: made clear to the consumer. Partners should Quantified psychological profiles of disclose: the actual or anticipated portion of individuals, based on their attitudes the purchase price that will benefit the charity and behavior. (e.g. 5 cents will be contributed to ABC charity for every XYZ product sold); the duration of the Public Domain: campaign (e.g. the month of October); any A work enters the public domain when it maximum or guaranteed minimum is donated by its creator or when the contribution amount (e.g. up to a maximum of creator’s copyright expires making it $200,000). As an example of available to the public.

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CAUSE MARKETING GLOSSARY | 21 Purpose Based Marketing: R Register Campaign: Umbrella term used to describe how A cause campaign that uses a organizations define and market their purpose either a traditional or point-of-sale and what they stand for – other than making a checkout option to ask for a donation profit. Can be targeted toward internal and and raise awareness. Add a dollar or external audiences or both. Typically involves Round Up to the nearest dollar are both raising awareness and/or funds for a cause, traditional register campaign asks. clearly-defined goals and reporting specific metrics toward achieving social good. Also Return on Investment (ROI): referred to as Purpose Driven Marketing. See Metrics.

Purpose-Driven Brand (or Organization): A Responsible Business Practices: Responsible brand that consciously conducts its business business practices refer to those corporate according to its purpose and consistently activities whose main purpose is to benefit communicates its values and what it stands for individuals, a community, or the environment. to consumers and employees. They may be one or several of the following: cause partnership, sponsorship, grants, Purpose Driven Marketing: product donation, corporate volunteering, See Purpose Based Marketing. community engagement. The goals of having a social business strategy in place are to deliver an impact, further a cause, or gain a Q QR Code: The trademark for a type of black and positive public image. white matrix barcode arranged in a square pattern on a white background, designed Right of First Refusal: to store virtually any kind of data. Can store Contractual right granting a sponsor the URLs, donation links, etc. ability to renew sponsorship rights during a specific period of time in the sponsor’s Quantifiable Marketing Assets: product category. Marketing attributes which can be measured.

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CAUSE MARKETING GLOSSARY | 22 Sales Rights: Shared Responsibility: S When a sponsor is granted preferred Collaboration between all members of a team or supplier rights to sell its product or service to partnership. the property or its attendees or members. One example is pouring rights at an event. Shared Value: Policies and practices that enhance the SEO: competitiveness of a company while Search engine optimization is the process of simultaneously advancing the economic, affecting the online visibility of a website or a and social conditions in the communities in web page in a web search engine’s unpaid which it operates. results—often referred to as “natural”, “organic”, or “earned” results. Shopper Proceeds Program: When a consumer uses the charity’s link to Share of Mind: complete a transaction, the charity receives a At its most precise, share of mind measures percentage or portion of the purchase how often consumers think about a particular amount. brand as a percentage of all the times they think about all the brands in its category. More Signage: loosely, share of mind can be defined simply as A proprietary, branded fundraising initiative positive perceptions of the brand obtained by with multi-partner potential owned by a . Whereas market share nonprofit. measures the width of market position, share of mind can be said to measure its depth. Skills based Volunteerism: Volunteering that leverages the specialized Share of Voice: skills and talents of individuals to strengthen The measurement of exposure a brand gets; the infrastructure of nonprofits, helping them often used in a competitive analysis to gauge build and sustain their capacity to successfully visibility among a specific audience. achieve their missions.

Share of Wallet: Slacktivism: The measure of how much a customer A mashup of the words “slacker” and spends on a particular brand compared to “activism”. Considered a pejorative term that others in the same category. Metric used to describes “feel-good” measures, in support of demonstrate preference and loyalty. an issue or social cause, that have little or no practical effect other than to make the person doing it feel satisfaction.

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CAUSE MARKETING GLOSSARY | 23 Smarketing: Social Change: Refers to the practice of aligning sales and A significant alteration in the patterns, marketing efforts to positively impact the values or structure of a social group or bottom line through coordinated society, i.e., a change in the social nature, communication. institutions, behaviors or relations of a society. Smart Content: Refers to personalized content that is designed to Social Enterprise: meet a consumer’s needs. Generated by An organization that applies commercial marketing automation tools and technology strategies to maximize improvements in with tailored messages and content. human and environmental well-being rather than maximizing profits for external SMS Donations: shareholders. Social enterprises can be Secure mobile text-based donations using a structured as for profit or nonprofit. keyword or shortcode. Social Entrepreneurship: Snackable Content: The practice of simultaneously pursuing Short-form content like Instagram stories and both a financial and a social return on Facebook videos that are created to be investment. consumed in small, bite-sized pieces that are engaging and easily digestible. Social Giving: Raising funds through social media networks. Social Capital: A concept that refers to the good will and Social Good: positive reputation that flows to an entity Measured in many ways, social good lies at through diverse relationships with others in the intersection of technology, advocacy and social networks. the ability to affect change in a positive, measurable way. Social good implies more Social Causes: than just money changing hands. Campaigns A field of work within the nonprofit sector, often combine the ability of technologies to such as climate change, education, health, etc. find, introduce and bond communities around a common interest.

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CAUSE MARKETING GLOSSARY | 24 Social Impact Partnerships: Social Proof: A partnership, usually between a business and People seeking direction from those around a nonprofit, with a deliberate goal to address them to determine how they are supposed to a pressing social challenge and create a act or think in a situation; in social media, the significant, positive change as a result. idea that if others are sharing something or following someone, it must be good. Social Marketing: The application of marketing concepts and Social Return on Investment (SROI): Refers techniques applied to achieve specific to the nonfinancial returns sought by a social behavioral goals for a social good. Sometimes entrepreneur. confused with social media marketing. Classic examples are marketing campaigns Socially Responsible Business Practices: promoting smoking cessation or changing Business practices and codes of conduct with the batteries in smoke detectors to save lives. the main purpose to provide benefit to a particular audience or social cause. Also Social Media: known as Social Responsibility. Electronic means of communication disseminated through social interaction via Sole Sponsor: apps and networks designed to be simple to A company that has paid to be the only sponsor use, highly accessible and scalable. Popular of a property. platforms include Facebook, Instagram Twitter and LinkedIn. Sponsee: A property available for sponsorship. Social Media Optimization: A set of practices for managing and promoting Sponsor: a brand (or campaign, product, etc.), raising An entity that pays a property for the right to awareness and encouraging sharing content promote itself and its products or services in that continues to attract more association with the property. through social media, online communities and networks. Sponsor ID: Visual, digital and audio recognitions of Social Networking: sponsor, e.g., sponsor name/logo on The act of socializing in an online community participant clothing, equipment, in via websites, apps and networks. publications and advertising mentioned in public address and broadcast.

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CAUSE MARKETING GLOSSARY | 25 Sponsorship: Strategic Gift-In-Kind: Sponsorship is a cash and/or in-kind fee A strategic in-kind donation from a corporation paid to a property (typically in sports, arts, provides an organization with a budget- entertainment or causes) in return for access to relieving good or service that aids in executing its the exploitable commercial potential mission in lieu of a cash donation. Examples associated with that property. include advertising space, office furniture and airline miles. Sponsorship Agency: A firm which specializes in advising on, Strategic Giving: managing, brokering or organizing sponsored See Strategic Philanthropy. properties. The agency may be employed by either the sponsor or property. Strategic Partnership: Strategic partnership is a formal alliance Sponsorship Fee: between two enterprises. Typically, Payment made by a sponsor to a property as organizations enter into strategic partnerships stipulated in the partnership agreement. with the intent to leverage shared assets to achieve shared goals. Storytelling: A powerful tool that enables marketers to Strategic Philanthropy: understand what is going on in the Philanthropic decisions that are integrated marketplace and what that means for the with corporate citizenship and other key customer, consumer, society, brand, and strategic performance-related decisions. Also organization. Storytelling isn’t just a creative referred to as Strategic Giving or Tactical approach to marketing, it allows consumers to Philanthropy. connect with your brand. Superficial Cause Marketing: Storytelling as Currency: A hollow attempt that undermines consumer Stories that create lasting connections have trust of well-executed cause marketing social become important currencies as consumers good programs. look for brands they can believe in and that echo their personal beliefs. Sustainability: In general, this refers to the ability to live, build and create systems that provide quality of life without damaging resources and the environment today or in the future. Can also mean the ability to continue and sustain a certain practice.

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CAUSE MARKETING GLOSSARY | 26 Sustainable Development Goals: Transactional Cause Marketing: Created by the United Nations, the Sustainable A marketing strategy that includes a call to Development Goals are the blueprint to action by the company that triggers a achieve a better and more sustainable donation to a nonprofit or cause. Often tied to future for all. They address the global a purchase, social media share, post, etc. of its challenges we face, including those related to product or service. Unlike philanthropy, cause poverty, inequality, climate, environmental marketing is a business expense and is degradation, prosperity, and peace and expected to show ROI for both partners. Also justice. Find more information on the United referred to as Transactional Cause Related Nations website here. Marketing, Proceeds Marketing.

Tactical Philanthropy: Transformative Cause Marketing: T See Strategic Philanthropy. One-off promotions are replaced with transformative cause programs that are Tangible Marketing Benefits: proactive, brand-centric and, in most cases, The quantitative benefits of a marketing grow over time and have long-lasting impact. program or cause partnership. Includes Companies and causes are making the shift measurable elements, such as earned and from a transactional to a transformative paid media. mindset.

Target Market: Transparency: The market segment or group of consumers Open, clear communication with information an organization aims its marketing activities. readily available for public consumption, transparency is a required component of TBL or 3BL: successful cause alliances. See Triple Bottom Line. Triple Bottom Line: (TPL) Third Party On-Line Giving Platform: A framework for measuring business A way to generate funds for a nonprofit performance that captures values that organization via a provider that offers an on- organizations embrace to benefit people, line fundraising platform. planet, profit. Also referred to as TBL or 3BL.

Title Sponsor: A sponsor that has its name incorporated into the name of the sponsored property, e.g., the Tostitos Fiesta Bowl.

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CAUSE MARKETING GLOSSARY | 27 Turn-Key Programs: V Valuation: A turn-key program is strategically constructed to Accumulation of data and knowledge be turned over to an organization in a ready- to accurately provide an assessment and fair to-implement condition. Also refers to market value of any sponsorship opportunity. something that is ready for immediate use. A cause campaign that could launch with little Venture Philanthropy Funds: human capital investment or other expense. Taking cues from venture capitalists and translating those business and investment concepts to achieving philanthropic or social U Ubit: Even though an organization is impact goals. recognized as tax exempt, it still may be liable for tax on its unrelated business income. For Volunteerism: most organizations, unrelated business The act or practice of providing time, treasure or income is income from a trade or business, talent without being paid. Can take many regularly carried on, that is not substantially forms and often is grounded in community related to the charitable, educational, or other service. purpose that is the basis of the organization’s exemption. Learn more here. W Win-Win: A term used to describe a partnership Unique Selling Proposition (USP): whereby both partners -company and Attributes or benefits that uniquely nonprofit – receive benefit. differentiate and set apart a brand from its competitor. A USP is seen as strategic and Win-Win-Win: critical in defining an organization’s Used to describe a partnership whereby both competitive advantage and branding. partners -company and nonprofit – and the consumer receives a benefit too. Upcycling: Upcycling is the practice of taking something Word-of-Mouth Marketing: and transforming it into something of greater Word-of-mouth marketing is an umbrella use and value. term used for dozens of techniques that can be used to engage and energize customers. USP: See Unique Selling Proposition.

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CAUSE MARKETING GLOSSARY | 28 Workplace Giving Initiative: SOURCES: An employee engagement activity executed by a company that encourages its’ employees to Definitions developed by make a donation to a selected charity. Often referencing sources including: times the employee is incented by the company with a perk and/or a corporate match b2bmarketinginsider.com, to drive participation. Brandchannel.com, BusinessDictionary. com, Cause Marketing Forum, Wrap-Around Event: Dictionary.com, IEG or Sponsorship. com, A series of activities that surround and Searchcrm.com, Socialrite. support a cause campaign or peer to peer org, Urban Dictionary, fundraising initiative. Websters.com, Wikipedia. Back to List