Global Review of Cause-Related Marketing Alliances

Project context

UNICEF relies on a broad and diverse set of corporate alliances to implement its mission – strengthening the protection of children’s rights, helping to meet their basic needs and expanding their opportunities. Cause-related marketing (CRM) is already a key element of many of these alliances and is likely to gain greater relevance in the future as the partnership agenda continues to evolve from traditional philanthropy to more complex engagements between charitable/humanitarian organizations and companies.

However, there are a number of challenges and risks attached to cause-related marketing for both non-profits and businesses that cannot be ignored if the overall implications of CRM are to be understood thoroughly. For example, CRM alliances could commercialize non-profits, take them away from their mission focus and potentially scare off loyal donors. There is also a significant degree of scepticism toward a firm’s motives. Such programs could be interpreted by consumers as an attempt on the part of these businesses to “buy” their way out of a negative situation, something which may reflect poorly on non-profit organizations as well. Additional risks for businesses can also include high expectations for short-term results, thus jeopardizing perceptions of their commitment to partners and goals of the initiative.

Given its scale and relevance, a comprehensive review of cause-related marketing alliances between charitable/humanitarian organizations and corporations worldwide that analyses its overall impact on non-profits, corporations and society, is essential.

Project objectives

The question at the core of the review is how UNICEF can best utilize cause-related marketing to fulfil its mission and create the best results for children. In order to gain robust results and a global outlook, the review will not only capture alliances in which UNICEF is involved, but also alliances that are external to UNICEF. Information for the review will be gathered from a thorough examination of existing documentation and a series of in-depth interviews with key staff members in charitable/humanitarian, corporate and, where appropriate, academic entities.

The goal of this comprehensive review is to provide UNICEF with a thorough examination of CRM globally and strategic recommendations in order to support the organization in formulating policies and guidelines relating to its strategy for cooperation with the private sector.