CAUSE GLOSSARY

More than 200 cause marketing industry terms and definitions in one handy reference guide.

A free cause marketing resource from www.formomentum.com Activation: Marketing Awareness-Raising Partners: activities a company conducts Corporate partners who aid an to promote a sponsorship. organization in promoting a program Money spent on activation helps to and raising awareness. Often does not generate awareness of and consumer include a cash funding component. participation in a cause offering. B-Corp: see Benefit Activism: The doctrine or practice of Corporation vigorous action or involvement as a B Lab: B Lab is the nonprofit means of achieving political or other goals, sometimes by demonstrations, organization that provides the official protests, etc. B-Corporation Certification. B Lab is dedicated to using the power of Advocacy: Defined by IEG as a business to solve social and partnership in which a nonprofit and a environmental problems. See also company work together to alter their Certified B-Corporation. operations, promote changes in public Baby Boomer: The generation born policies, support self-regulation, or endorse operating or ethical between 1946 and 1964. Boomers standards. Unlike promotional have the largest population of any partnerships, advocacy tends to be generation. Commonly described as aimed at internal, B2B or B2G optimistic, ambitious and loyal. audiences rather than promoted to Benefit Corporation: Benefit consumers. Corporations are a new class of App: An application that performs a corporation that 1) create a material specific function typically on a hand- positive impact on society and the held device, but can also occur in the environment; 2) expand fiduciary online environment. duty to require consideration of non- financial interests when making Authenticity: The quality of being decisions; and 3) report on its overall genuine. social and environmental performance using recognized third party Awareness: The percentage of standards. Also referred to as B-Corp. population or target market who are aware of a given or company. Blog: An online journal that is There are two types of awareness: updated on a regular basis with unaided awareness, which measures entries on a chosen subject. the percentage of people who Brand: A brand is a mixture of independently mention a particular brand when asked to name in attributes, tangible and intangible, a certain category, and aided symbolized in a trademark. A brand is awareness which measures the a name, term, design, symbol, or any percentage of people who recognize a other feature that identifies one brand from a particular category when seller’s good or service as distinct shown a list. from those of other sellers.

Cause Marketing Glossary www.formomentum.com 1 Brand Identity: The outward services. An example of a B2B expression of the brand, including its would be a paper supplier’s name and visual appearance. Visible marketing efforts promoting their elements of a brand include colors, product to office supply retailers. design, logotype, name and symbol. Business-to-Business Together, brand elements identify and Sponsorship programs distinguish the brand in the Sponsorship: consumer's mind. intended to influence corporate purchase/awareness, as opposed to Brand Image: The consumer’s net individual consumers. impression of a brand. The impression Business to Consumer (B2C): in the consumer’s mind of a brand’s total personality can include real and Describes activities of businesses imaginary qualities and shortcomings. targeting end consumers with Brand image is developed over time products and/or services. An example through campaigns with a of a B2C transaction would be a consistent theme, and is person buying a pair of shoes from a authenticated through the consumer's retailer. direct experience. Buy One Get One: A common Brand Personality: The attribution marketing offering whereby a of human personality traits consumer buys a product and gets a (seriousness, warmth, imagination, second product for free. etc.) to a brand as a way to achieve Buy One Give One: A marketing differentiation. The brand personality practice grounded in social enterprise gives consumers something with whereby a consumer buys one and which they can relate, effectively one is given away. This model is well- increasing brand awareness and known thanks to Toms Shoes, which popularity. donates one pair of shoes for every Brand Philanthropy: Brand pair it sells. This strategy offers activities that associate a brand with a consumers a powerful incentive to become customers while also particular cause or nonprofit organization, also referred to as contributing to the greater good. Also “cause marketing.” referred to as One for One. Branded Partnership: Branded Campaign: A set of partnership is when two brands form coordinated marketing an alliance to work together, creating messages delivered at marketing synergy. Also referred to as intervals with a specific goal. co-branding. Cash Mob: A cash mob is a new Business to Business (B2B): trend in which people use social Describes marketing and sales media to plan organized events to activities of businesses targeting other support local businesses. businesses with products and/or

Cause Marketing Glossary www.formomentum.com 2 Category Exclusivity: The right of Strategic Alliances, Strategic a sponsor to be the only company Philanthropy. within its product or service category Cause Partnership: See Cause associated with the sponsored Marketing. property. Cause Promotion: Corporate An alliance is Cause Alliance: provision of funds, in-kind defined as a close association of contributions or other resources for groups, formed to advance common promotions intended to increase interests. Cause alliances are awareness and concern about a social collaborative relationships between cause or to support fundraising, organizations, created to leverage participation or volunteer recruitment each partner's assets and capabilities for a cause. Also referred to as Cause to address shared interests. Sponsorship. Cause Alliance Campaign: An Cause-Related Marketing: A integrated, collaborative campaign corporate commitment to make a with multiple partners to advance a contribution or donate a percentage of cause. revenue to a specific cause based on Cause Branding: Cause Marketing is product sales or other consumer a business initiative to integrate a activity. Unlike philanthropy, money cause into a to spent on cause marketing is a advance both sales and social impacts business expense, not a donation, and while making a connection to is expected to show a return on stakeholders. Cause Branding goes investment. Also known as further and attempts to create a Commercial Co-venture, Transactional permanent association in the eyes of Cause Marketing, Proceeds the consumer between the company Partnerships or Proceeds Programs. or brand and the cause or issue. Often confused with the term Cause Marketing, proceeds arrangements Cause Licensing: A royalty-based are only one form of Cause relationship between a manufacturer Partnerships. or retailer and a nonprofit organization whereby a link is created Cause Sponsorship: See Cause between sale of the licensed product Promotion. and the cause. Cause Strategic Alliances: See Cause Marketing: A business Cause Marketing. relationship in which a corporation Cause Washing: A term coined to and a nonprofit form a partnership describe inauthentic marketing-for- that results in increased business for good, similar to “green-washing” the corporation and a financial or which Urban Dictionary defines as marketing return for the nonprofit. “when companies pretend to be Also referred to as Cause Alliances, Cause Branding, Cause Partnership,

Cause Marketing Glossary www.formomentum.com 3 environmentally friendly -- when in Commercial Co-Venture: fact they are not." See Good Washing. Definitions vary by state, but in Certification: An arrangement in general refers to an advertising or which an organization grants its seal marketing campaign conducted by a of approval to a branded product or charitable co-venturer (the service that complies with established corporation) which represents that the standards. purchase or use of goods or services will benefit a charitable organization Certified B-Corporation: Certified or purpose. Often referred to as B-Corporations have undergone a "cause marketing" though this is only rigorous certification process one form of possible cause developed by the nonprofit partnership. organization B Lab. Certified Commercial Co-Venturer: Any B-Corporations, unlike traditional businesses: 1) Meet comprehensive company who, for profit or other and transparent social and commercial consideration, conducts, environmental performance promotes, underwrites, arranges, or standards; 2) Meet higher legal sponsors a sale, performance, or accountability standards; 3) Build event of any kind which is advertised, business constituency for public and which will benefit, to any extent, policies that support sustainable a charitable organization. business. Also referred to as Certified Community Affairs: The various B-Corp. See also B Lab. methods companies use to establish Civic Media: A form of and maintain a mutually-beneficial communication that strengthens the relationship with the communities in social bonds within a community or which they operate. Also known as creates a strong sense of civic Community Relations. engagement among its residents. Community Investment: Proactive Client Entertainment: Hosting key and primarily outcome-driven giving customers, clients, government in which a corporation makes gifts officials, employees and other VIPs at that are simultaneously important to an event. Usually involves tickets, the long-term success of the business parking, dining and other amenities, and serve a critical community need. often in a specially-designated area. Community Relations: See Also referred to as Hospitality. Community Affairs. Co-branding: Co-branding is when Conspicuous Conservation: two brands form an alliance to work Consumers who desire to show together, creating marketing synergy. evidence of their conservation, such Also referred to as Branded as driving a Prius. Partnership. Consultative Selling: Style of selling in which a salesperson plays

Cause Marketing Glossary www.formomentum.com 4 the role of a consultant. He or she seeks, in all the places they search, first assists the buyer in identifying for each stage in the buyer journey. his or her needs, and then suggests Relates to a products that satisfy those needs. Core Competencies: company’s particular areas of skill and Consumer Activation: Used to competence that best contribute to its describe the process of triggering a ability to compete. transaction from a consumer that Corporate Citizenship: See results in a donation being made to a charitable organization. Common Corporate Social Responsibility. examples include encouraging a Corporate Community Partners: consumer to “add a dollar” or “round Corporate partners who have provided up” at funding or check-out. in-kind donations to an organization in Consumer Activism: The practice exchange for sponsorship privileges; a of making goods and services safer, joint partnership between a better quality, environmentally corporation and a nonprofit. friendly, and more readily available. Corporate Contributions: The Consumer Product: Goods variety of ways that a corporation can (consumer goods) or services support community organizations. (consumer services) purchased for Typically includes donations, grants, private use or for other members of in-kind donations, and volunteer the household. programs. Also known as Corporate Donations. Content Curation: The process of Corporate Donations: See identifying relevant content for an audience from multiple sources, Corporate Contributions. modifying or editing that content to Corporate Donation Section: A reflect the needs of an audience and unique section on a nonprofit delivering the content to the organization’s Web site defining how appropriate channels of . corporations can donate or support Content Marketing: The practice of the organization. creating relevant and compelling Corporate Foundation Grants: content in a consistent fashion to a Donations to charity from a targeted buyer, focusing on all stages Foundation arm of a Corporation. of the buying process, from brand awareness through to brand Corporate Funding: Sponsorships, evangelism. grants, or other monetary donations that are given to a nonprofit Content Strategy: The framework organization from a corporation’s including people, process and tools to marketing, community relations, or deliver the content your audience corporate social responsibility budgets.

Cause Marketing Glossary www.formomentum.com 5 Corporate Fundraising: for the social and environmental Corporations raise money for charity impact created by the business. CSR partners through organized activities means a commitment to developing and by soliciting money or pledges policies that integrate responsible from customers or employees. practices into daily business operations, and to reporting on Corporate Grants: See Corporate progress made toward implementing Philanthropy. these practices. It is the sum of all : At a minimum, activities including Cause Marketing, is used to refer to the visual identity Community Affairs and Responsible of a corporation (its logo, signage, Business Practices. Related concepts etc.), but usually taken to mean a include Corporate Reputation, corporation’s presentation to its Corporate Citizenship, Triple Bottom stakeholders and the means by which Line. it differentiates itself from other Corporate Volunteerism: A corporations. practice that harnesses the valuable Corporate Philanthropy: Direct network of employee interests, talent contributions from a corporation to a and financial resources to create value charity. The most traditional form of for nonprofits. corporate support for a charity. Also Corporate Volunteer Program: referred to as Corporate Foundation Promoted opportunities for corporate Grants or Corporate Grants. partner’s employees to participate in Corporate Relations: Some volunteer activities in support of a nonprofit organizations refer to their nonprofit partner. work with corporate partners as Co-sponsors: Sponsors of the same Corporate Relations and often give property. staff responsible for this functionality a Corporate Relations title. Cost/Benefit Ratio: This is the ratio used to determine the amount of Corporate Reputation: See value a sponsor receives for each Corporate Social Responsibility. dollar invested in rights fees. Corporate : Cross-Promotions: A joint Corporate support for the marketing effort conducted by two or development and/or implementation more co-sponsors using the of a behavior-change campaign sponsored property as the central intended to improve public health, theme. safety, the environment or community well-being. Crowd Funding: Crowd funding or Crowdfunding describes the collective Corporate Social Responsibility cooperation, attention and trust by or CSR: Refers to operating a people who network and pool their business in a manner that accounts money and other resources together

Cause Marketing Glossary www.formomentum.com 6 to support efforts initiated by other Demographics: The people or organizations. description of outward traits Crowd Sourcing: Refers to the that characterize a group of harnessing of skills and enthusiasm of people such as age, sex, nationality, those outside an organization who are marital status, education, occupation prepared to volunteer their time or income. Decisions on market contributing content or skills or segmentation are often based on solving problems. demographic data. CSR: See Corporate Social Differential Product Advantage: Responsibility. A feature of a product that is valuable to customers and is not found in other Curator: Someone who searches, products of the same category. finds and filters the best content on a Creation or topic or topics from multiple sources Differentiation: providing a service to the audience. demonstration of unique characteristics in a company’s Customer Loyalty: Customer products or brands compared to those loyalty is exhibited when a customer of its competitors. repeatedly prefers and purchases one Differentiator: Any tangible or brand over others in the same product/service category. As the intangible characteristic that can be marketplace approaches a super- used to distinguish a product or a saturation of products, and as the company from other products and power in the marketing equation companies. shifts from product to consumer, Digital: Digital describes electronic brand loyalty disappears. technology that generates, stores and Customer Relationship processes data. Management (CRM): Tracking Digital Story Telling: A short customer behavior for the purpose of narrative that is composed on a developing marketing and computer and shares the narrator’s relationship-building processes that point of view on a subject. bond the consumer to the brand. DIY Fundraising: Do-it-Yourself or Developing software or systems to provide one-to-one customer service Independent Fundraising Events and personal contact between the where an individual determines the company and the customer. type of fundraising activity they choose to undertake to benefit a Customized Programs: Corporate cause or nonprofit organization. partnership programs that have Oftentimes organizations provide elements that have been customized turn-key resources that are flexible and/or provide the opportunity for and can support a variety of athletic customization vs. standardized and/or social activities (run, walk, benefits.

Cause Marketing Glossary www.formomentum.com 7 dance, motorcycle ride, bake sales, Employee Engagement: In the etc.) cause space, employee engagement Dollars for Doers: Corporate giving refers to the involvement of to nonprofits in recognition of employees within a corporation’s employee-volunteer service to that charitable activities. organization. Event Marketing: Promotional Donations in Kind: Donations that strategy linking a company to an are made in goods and services rather event (sponsorship of a sports than in money. See Gift in Kind. competition, festival, etc.) Double Bottom Line: Refers to Evergreen: Information and businesses’ attention to both materials developed that are valid for conventional profit and loss as well as a long period of time and do not need to social good. to be continuously updated. Echo Boomers: See Gen X. Fair Trade: An organized social movement and market- Editor: Someone who has based approach that aims to authority to publish within a channel help producers in developing countries without needing further approvals, obtain better trading conditions and generally following documented and promote sustainability. approved editorial guidelines. Foundation Funding: Grants or Editorial Calendar: Content to be other monetary donations that are published by topic by channel by given to a nonprofit from a family or person across time. corporate foundation. (Ex: Bill and Melinda Gates Foundation, The Home Editorial Coverage: Exposure that Depot Foundation) is generated by media coverage of the sponsored property that includes Friendraising: Friendraising is a mention of the sponsor. form of fundraising that involves befriending an organization or Editorial Guidelines: Identification individual for the purpose of helping of the types, tone and topics of support the financial aspect of a content to be selected for a given charity. publishing channel. Fulfillment: The delivery of benefits Embedded Generosity: Embedded promised to the sponsor in the generosity is the incorporation of contract. charitable donations into the sale of a product at no extra cost. Fundraising: The organized activity of raising funds for a charity, Embedded Giving: Embedded institution or political cause. giving is a form of charitable donation in which an act of philanthropy is built Fundraising Partnership: The use into a larger financial transaction. of a company’s outlets as collection

Cause Marketing Glossary www.formomentum.com 8 points for donations. For example, is that they have likely never known supermarkets often place collection life without the Internet, cell phones canisters in checkout lanes or or YouTube. scannable icons that add a designated GIK: See Gift In-Kind. amount to the grocery bill which is donated to the nonprofit. Web sites Gift In-Kind: Gifts In-Kind are a and company stores can also be used type of charitable giving in which, as collection points. For example, instead of giving money to buy Nike’s yellow LiveSTRONG wristband needed goods and services, the goods was sold by Nike on its Web site and and services themselves are given. through retailers and the sale price Also referred to as GIK. went to the Lance Armstrong Foundation (now named Giving Platform: An online LIVESTRONG.) fundraising site where individuals can raise money for a charity or cause. Gamification: Gamification Similar technology is offered, often is the use of game design co-branded, by nonprofits to enable techniques to enhance non- individuals (such has marathon and game contexts. Gamification works by walk participants) to raise money encouraging users to engage in from their personal networks. Giving desired behaviors by taking Platforms, such as Crowdrise, provide advantage of a human’s psychological this technological tool to individuals predisposition to engage in gaming. who raise money for a cause of their Gen X: The group of people born choice. Also referred to as Online between 1965 and 1984. Generation Giving Platform, Social Giving X is often characterized as Platform. independent, resourceful and self- Good Washing: A term coined to sufficient. Also referred to as Echo describe inauthentic marketing for Boomers. good, similar to “green-washing” Gen Y: The age range for Gen Y which Urban Dictionary defines as “when companies pretend to be varies by source. Some say it is the group of people born between 1978 environmentally friendly -- when in and 2000. Some define the cohort fact they are not." See Cause beginning as late as 1982. Most agree Washing. Gen Y is the last generation of Government Funding: Grants or children wholly born in the 20th other monetary donations that come century. Also referred to as from a state or federal agency. Millennials. Grass Roots Marketing: Gen Z: Some define this as the group Grassroots marketing starts from the of people born between 2001 and ground up. Instead of launching a present. Others define it as those message to appeal to many people, a born between 1994 and 2004. The marketer targets efforts to a small distinguishing characteristic of Gen Z

Cause Marketing Glossary www.formomentum.com 9 group and hopes the group will spread support the partnership and business the message to a much larger goals. audience. Licensed Merchandise: Halo Effect: The halo effect Goods produced by a is a term used in marketing manufacturer (the licensee) to explain the bias shown by who has obtained a license to produce customers towards certain products and distribute the official Marks on because of a favorable experience products such as clothing and with other products made by the souvenirs. same manufacturer or maker. As it Manufacturer which has relates to cause, it is the positive or Licensee: altruistic reputation of a charity or obtained a license to produce and cause spreading to the company that distribute licensed merchandise. supports it. Licensing: Relationship between a Hospitality: Hosting key customers, manufacturer and a property, which clients, government officials, can be a nonprofit, where the employees and other VIPs at an property grants the former a license event. Usually involves tickets, to produce and sell merchandise with parking, dining and other amenities, its logos and terminology. The often in a specially designated area, property receives a royalty on each and may include program spots, piece of merchandise sold; there is backstage tours, etc. Also referred to often also an upfront payment made as Client Entertainment. to the property. The manufacturer (licensee) does not have the right to In-Kind Sponsorship: use the property marks and logos Payment (full or partial) of anywhere except on the licensed sponsorship fee in goods or merchandise. services rather than cash. Marginal Social Cost Intangible Marketing Benefits: (MSC): The total cost to The qualitative benefits of a society as a whole for marketing program or cause producing one further unit, or taking partnership. Includes critical one further action, in an economy. elements, such as audience loyalty, which do not have a quantitative Market Segment: A group of component. customers who (a) share the same needs and values (b) can be expected Integrated Partnership: A longer- to respond in much the same way to a term relationship whereby the company’s offering, and (c) command corporate partner is seeking a return enough purchasing power to be of on investment (ROI). Integrated strategic importance to the company. partnerships ultimately leverage many corporate assets and budgets to Market Share: A company’s share of total sales of a given category of

Cause Marketing Glossary www.formomentum.com 10 product on a given market. Can be Micro Volunteering: A new crop of expressed either in terms of volume organizations connects skilled (how many units sold) or value (the volunteers with nonprofits in need of worth of units sold). relevant services, such as logo design, Matching Gifts: A program offered accounting help or membership by corporations to encourage and development strategies. promote charitable giving by Millennials: Also referred to as Gen employees by matching their donation Y. The age range for Gen Y varies by with a corporate gift. source. Some say it is the group of Matching Grant: When a funder people born between 1978 and 2000. offers a certain amount toward a Some define the cohort beginning as project or general operations, on the late as 1982. Most agree Gen Y is the condition that the same amount (or last generation of children wholly born more, or half, or whatever the in the 20th century. declared amount is) also be raised Minimum Guarantee: A sponsor from other sources. agrees to pay a specific minimum Media Sponsor: Broadcast, online, sum, regardless of the actual result of print, out-of-home and outdoor media the program. In cause-related suppliers that provide advertising time marketing, which raises funds for or space, to a property in exchange nonprofits by donating a percent of for official designation, according to each sale during the promotional IEG. period to the nonprofit, a minimum guarantee means if sales do not Metrics: A measurement used to trigger the sum anticipated, the gauge some quantifiable component company makes up the difference. of a company’s performance. Data to Mobile Giving: Enabling mobile help enterprise users make better business decisions. Also referred to as channels, primarily Internet and return on investment (ROI). cellular networks, for charitable giving. Micro Donation: Micro donations New Business are a form of charitable donations that are small in the donated amount. Development: New In the past, they have been used business development most effectively by companies concerns all the activities involved in collecting spare change at registers realizing new business opportunities, and checkouts. Recently this form of including product or service design, philanthropy has become more business model design, and popular with the advent and marketing. popularity of online and mobile Niche Marketing: Marketing donating. adapted to the needs, wishes and expectations of small, precisely- defined groups of individuals. A form

Cause Marketing Glossary www.formomentum.com 11 of , but aimed at current and potential partners for very small segments. education/information-sharing and networking/relationship-building. NGO: NGO stands for nongovernmental organization, an Peer-to-Peer Fundraising: A one- entity apart from business and to-many model and growing government sectors. fundraising channel based on the premise of empowering others to Offering: What a company fundraise on behalf of a cause or offers for sale to customers. nonprofit organization. A passionate An offering includes the individual serves as the connector and product and its design, features, opens up his or her network to garner quality, packaging, distribution, etc., support. P2P success is often achieved together with associated services such through leveraging a number of digital as financing, warranties and resources and communities. installation. Personal Fundraising Page: A One for One: A marketing practice fundraising tool available on an grounded in social enterprise whereby organization’s or corporation’s a consumer buys one and one is given Website where individuals can create away. This model is well-known their own Webpage to raise funds in thanks to Toms Shoes, which donates support of an identified cause via their one pair of shoes for every pair it personal and/or professional contacts. sells. This strategy offers consumers a powerful incentive to become Philanthropy: Support for a customers while also contributing to nonprofit property where no the greater good. Also referred to as commercial advantage is expected. Buy One, Give One. Pinup: Any point-of-sale item used Online Giving Platform: See for cause marketing donation Giving Platform. programs such as paper cutouts, scannable icons, etc. and typically An area Online Screening Process: posted somewhere within the on an organization’s Website where location. The MDA Shamrocks are the interested partners can submit classic example. requested information to the organization as a first step toward the Plurals: Also known as Gen Z. This possibility of partnering. generation follows the Millennials. Demographers and researchers Organizational Readiness: A typically use starting birth years comprehensive assessment of ranging from the mid-1990s to mid- organizational functioning and 2000s and ending birth years ranging readiness for change. from the late 2000s to mid-2020s. Partner Summit: A A significant aspect of this generation cultivation tool that brings is its widespread usage of the internet together representatives from from a young age. Members of

Cause Marketing Glossary www.formomentum.com 12 Generation Z are typically thought of Product Philanthropy: as being comfortable with technology, Philanthropic support for a charity and interacting on social media through the donation of products. websites for a significant portion of their socializing. Product Proceeds Program: Program designed to allow a charity to Positioning Statement: A written benefit from the sale of products or description of the position that a services by a corporate partner. At company wishes itself, its product or the point of solicitation, such its brand to occupy in the minds of a promotions should disclose: the actual defined target audience. or anticipated portion of the purchase Premiums: Souvenir merchandise price that will benefit the charity (e.g. produced to promote a sponsor’s 5 cents will be contributed to ABC involvement with a property charity for every XYZ product sold); customized with the names/logos of the duration of the campaign (e.g. the the sponsor and the property. month of October); any maximum or guaranteed minimum contribution Presenting Sponsor: The sponsor amount (e.g. up to a maximum of that has its name presented just $200,000). As an example of above or below that of the sponsored compliance, a disclosure statement property, e.g. “The Music of Andrew might read: “5 cents will go to ABC Lloyd Webber presented by Lexus” or Charity for every box of XYZ Cereal “AT&T presents Cirque du Soleil.” In sold in October up to a maximum of presenting arrangements, the Event $200,000.” See Proceeds, name and the Sponsor name are not Transactional Cause Marketing, fully integrated since the word(s) Commercial Co-venture. “presents” or “presented by” always An come between them. Promotional Partnership: alliance in which a company or media Primary Sponsor: Refers to outlet promotes a cause and its sponsor paying the largest fee and message. While no cash changes receiving largest package of benefits hands, the company’s promotions when a property has no title or build the cause’s brand and achieve presenting sponsor. wider circulation which should lead to new volunteers and donors, behavior Proceeds Marketing: See Product changes, etc. The company benefits Proceeds Program, Commercial Co- from the halo the cause brings to its Venture, Cause Related Marketing, brand awareness. Transactional Marketing. Property: A unique, commercially- When a Product Donations: exploitable entity, (typically in sports, nonprofit accepts or a corporation arts, events, entertainment or donates products as a form of causes). donation.

Cause Marketing Glossary www.formomentum.com 13 Psychographics: Quantified Return on Investment: psychological profiles of individuals, See Metrics. based on their attitudes and behavior. Right of First Refusal: Public Domain: A work enters the Contractual right granting a sponsor public domain when it is donated by the ability to renew sponsorship rights its creator, or when the creator’s during a specific period of time in the copyright expires. sponsor’s product category. Purpose Based Marketing: ROI: See Metrics. Leveraging the consumerist nature of Sales Rights: When a American society to raise money and awareness for charitable and social sponsor is granted preferred causes. Also referred to as Purpose supplier rights to sell its Driven Marketing. product or service to the property or its attendees or members. Purpose Driven Marketing: See Self Orientation: Self orientation Purpose Based Marketing. refers to how much an organization is Purpose Driven Organization: An perceived as focusing on itself vs. organization that focuses and others. In his book Trust-Based empowers employees and, in some Selling, Charles Green suggests a cases consumers, toward achieving formula which says trust is the sum of clearly-defined values-based long credibility, reliability and security term goals and benchmarks within the divided by the self-orientation of the scope of the organization's core company (or person). competencies. Share of Mind: There are many QR Code: QR Code definitions of share of mind. At its (abbreviated from Quick most precise, share of mind measures Response Code) is the how often consumers think about a trademark for a type of matrix particular brand as a percentage of all barcode (or two-dimensional code) the times they think about all the consisting of black modules (square brands in its category. More loosely, dots) arranged in a square pattern on share of mind can be defined simply a white background, designed to store as positive perceptions of the brand virtually any kind of data. obtained by . Whereas market share measures the QR Code Donations: Technology width of a company’s market position, providing for the scanning of QR share of mind can be said to measure Codes, or typing a URL address, to its depth. make a donation. Share of Voice: The media spending Quantifiable Marketing Assets: of a particular brand when compared Marketing attributes which can be to others in its category. measured.

Cause Marketing Glossary www.formomentum.com 14 Shared Responsibility: flows to an entity through their Responsibility to all members of a relationships with others in social team or partnership. networks. Shared Value: Policies and Social Causes: A field of work within operating practices that enhance the the nonprofit sector, such as climate competitiveness of a company while change, education, health, etc. simultaneously advancing the Social Change: Social change refers economic and social conditions in the to an alteration in the social structure communities in which it operates. of a social group or society, i.e., a Shopper Proceeds Program: change in the nature, social Charity maintains links on its Website institutions, social behaviors or social to a specific page set up by a relations of a society. corporate sponsor or internet Social Enterprise: A social shopping site. When a shopper uses enterprise is an organization that the charity’s link to complete a applies commercial strategies to transaction, the charity receives a maximize improvements in human percentage or portion of the purchase and environmental well-being rather amount. than maximizing profits for external Signage: Banners, billboards, shareholders. Social enterprises can electronic messages, decals, etc., be structured as for-profit or displayed on-site and containing nonprofit. Sponsor ID. Social Entrepreneurship: The Signature Campaign: A branded practice of simultaneously pursuing annual fundraising initiative with both a financial and a social return on multi-partner potential ‘owned’ by a investment. nonprofit organization. Social Giving: Raising funds through Slacktivism: A mashup of the words social media networks. “slacker” and “activism.” The word is Social Giving Platform: See Giving considered a pejorative term that Platform. describes “feel-good” measures, in support of an issue or social cause, Social Good: Social good is equal that have little or no practical effect parts online fundraising and advocacy other than to make the person doing via social networks. While the Internet it feel satisfaction. has been used before by nonprofits and charities to raise money, social Mobile-phone text- SMS Donations: good implies more than just money based donations. changing hands. Social good Social Capital: Social capital is a campaigns often combine the ability concept used in business, nonprofits of the Internet to find, introduce and and other arenas that refers to the bond communities around a common good will and positive reputation that interest.

Cause Marketing Glossary www.formomentum.com 15 Social Marketing: Sometimes Sponsee: A property available for confused with Social Media, Social sponsorship. Marketing is the application of Sponsor: An entity that pays a marketing, along with other concepts and techniques, to achieve specific property for the right to promote itself behavioral goals for a social good. and its products or services in Classic examples are marketing association with the property. campaigns promoting smoking Sponsor ID: Visual and audio cessation or wearing seat belts. recognitions of sponsor, e.g., sponsor Social Media: Media designed to be name/logo on participant clothing, disseminated through social equipment, etc. in property’s interaction, using highly accessible publications and advertising; public- and scalable publishing techniques. address and on-air broadcast Popular methods include Facebook, mentions. Twitter and Linked In. Many cause Sponsorship: Sponsorship is a cash campaigns are currently integrating and/or in-kind fee paid to a property social media strategies to (typically in sports, arts, communicate their message. entertainment or causes) in return for Social Media Optimization: SMO access to the exploitable commercial is a set of practices for generating potential associated with that through social media, online property, according to IEG. communities and social networks. The Sponsorship Agency: A firm which focus is on driving traffic from sources specializes in advising on, managing, other than search engines. brokering or organizing sponsored Social Networking: The act of properties. The agency may be socializing in an online community. employed by either the sponsor or property. Social Return on Investment: Payment made by SROI refers to the non-financial Sponsorship Fee: returns sought by a social a sponsor to a property. entrepreneur. SROI: See Social Return On Socially Responsible Business Investment. Practices: Discretionary business Strategic Gifts-In-Kind: A practices that support responsible strategic in-kind donation from a business practices and social causes. corporation provides an organization Also known as Social Responsibility. with a budget-relieving good or service that aids in executing its Sole Sponsor: A company that has mission in lieu of a cash donation. paid to be the only sponsor of a Examples include advertising space, property. office furniture, hotel points and airline miles.

Cause Marketing Glossary www.formomentum.com 16 Strategic Giving: See Strategic Target Market: The market Philanthropy. segment or group of customers that a company has decided to serve, and at Strategic Partnership: Strategic which it consequently aims its partnership is a formal alliance marketing activities. between two enterprises. Typically, two companies form a strategic TBL: See Triple Bottom Line. partnership when each possesses one Third Party On-Line Giving or more business assets that will help the other. Platform: A way to generate funds for a nonprofit organization via a Strategic Philanthropy: provider that offers an on-line Philanthropic decisions that are fundraising platform. integrated with corporate citizenship and other key strategic organizational Title Sponsor: A sponsor that has performance-related decisions. Also its name incorporated into the name referred to as Strategic Giving or of the sponsored property, e.g., the Tactical Philanthropy. Tostitos Fiesta Bowl. Superficial Cause Marketing: A Transactional Cause Marketing: hollow cause marketing program that Promotional strategy that links a undermines consumer trust and trust company’s sales campaign directly to in well-executed cause a nonprofit organization. Generally, marketing/social good programs. includes an offer by the sponsor to make a donation to the cause with Sustainability: In the nonprofit purchase of its product or service. sector, sustainability is the ability to Unlike philanthropy, money spent on fund the future of a nonprofit through cause marketing is a business a combination of charitable expense, not a donation, and is contributions, public sector subsidies expected to show a return on and earned income. investment. Also referred to as Sustainable Value: Sustainable Transactional Cause Related Marketing, Proceeds Marketing. value is a way of managing and measuring sustainability performance. Transformative Cause Tactical Philanthropy: Marketing: One-off promotions are See Strategic Philanthropy. replaced with strategic partnership programs that are proactive, brand- Tangible Marketing centric and long-term. Multiplatform Benefits: The quantitative benefits programs reflect the shift from a of a marketing program or cause transactional to a relationship mindset partnership. Includes measurable between partners. Raising money and elements, such as impressions building awareness becomes delivered. secondary to an overarching priority - accomplishing the nonprofit’s mission.

Cause Marketing Glossary www.formomentum.com 17 Transparency: A form of Venture Philanthropy Funds: communication where information is These nonprofits are like venture readily available to the public. capital organizations. They provide seed money to nascent businesses, Triple Bottom Line: The Triple except they invest exclusively in Bottom line is a framework for socially responsible enterprises. Once measuring business performance. It a company has developed, it must captures the values that some repay this investment, but interest organizations embrace to benefit rates are low and all returns from people, planet, profit – that is social, investments are directed back into the environmental and economic factors. fund. Also referred to as TBL or 3BL. Volunteerism: The act or practice of Turn-Key Programs: A turn-key doing volunteer work in community program is a type of project that is service. constructed by a strategist or organization and turned over to a Win-Win: A term used to corporation or nonprofit in a ready-to- describe a partnership implement condition. Turn-key refers whereby both partners to something that is ready for (corporate and nonprofit) receive immediate use; with slight benefit. customization a corporation could Win-Win-Win: A term used to launch this type of program with little human capital or expense. describe a partnership whereby both partners (corporate and nonprofit) Unique Selling receive benefit and the consumer Proposition (USP): receives a benefit too. Attributes or benefits that Word-of-Mouth Marketing: Word- uniquely differentiate and set apart a of-mouth marketing is an umbrella brand from its competitor. A USP is term used for dozens of techniques seen as strategic and critical in that can be used to engage and defining an organization’s competitive energize customers. advantage and branding. Workplace Giving Initiative: A Upcycling: Upcycling is the practice fundraising activity executed in the of taking something that is disposable headquarters office and/or field or and transforming it into something of franchise locations of a corporation greater use and value. that encourages employees to make a USP: See Unique Selling Proposition. donation to a selected charity in exchange for an incentive from their Valuation: Accumulation of employer, such as the opportunity to data and knowledge to dress down on Fridays, an extra accurately provide an vacation day, or other perk. assessment and fair market value of any sponsorship opportunity.

Cause Marketing Glossary www.formomentum.com 18 Wrap-Around Event: A beneficial element of integrated cause alliances, wrap-around events refer to fundraisers conducted by individuals on their own that raise money toward a stated fundraising goal, often a team goal.

SOURCES:

Definitions developed by referencing sources including: b2bmarketinginsider.com, Brandchannel.com, BusinessDictionary.com, Cause Marketing Forum, Dictionary.com, IEG or Sponsorship.com, Searchcrm.com, Socialrite.org, Urban Dictionary, Websters.com, Wikipedia.

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