This document discusses the intersection of cause marketing and corporate social responsibility (CSR). It explains that cause marketing involves partnerships between for-profit companies and nonprofits that increase sales and visibility for a cause. CSR involves managing a company's social and environmental impacts. The document argues that leading companies implement CSR platforms that their brands then develop programs around, ensuring focus on issues where the company can make a large impact. This allows companies to commercially drive sales through commitments aligned with their strategic direction and purpose.

1. Purpose and Profit
Intersection of
Cause Marketing
and Corporate
Social
Responsibility

2. PURPOSE and PROFIT
INTERSECTION OF CAUSE MARKETING and CORPORATE
SOCIAL RESPONSIBILITY
Often times the terms cause marketing and corporate social responsibility (CSR) are used
interchangeably. Rather than grouping them together, it is essential that we understand
the role of each so we can align efforts to enhance our financial, social and environmental
impacts and performance. By definition, CSR is the way a company manages its social and
environmental impacts on stakeholders, the community and society at large. Cause marketing
is typically defined as a mutually beneficial partnership between a for-profit company and a
nonprofit organization, which increases the company’s sales while raising money and visibility
for the cause. So what happens when these two approaches intersect and align?
Over the years, societies have expected companies to act responsibly, yet recently this
expectation has risen to a new level. Businesses are now being called upon to leverage their
core competencies and partner with stakeholders in order to solve today’s most pressing
social and environmental issues. In addition to compliance with legal mandates such as
equal employment opportunities, product/worker safety and environmental regulations,
stakeholders are expecting companies to take a leadership role in solving issues, where there is
shared impact on both business and society.
To meet the heightened expectations; brands and companies need to carefully consider and
evaluate their purpose in society and their role in ensuring consumers, the communities they
serve and the environment are treated fairly. This is not new. What is new, however, is the way
companies fulfill these responsibilities and the way we, as public relations professionals,
communicate it.
In the past, for example, companies leveraged charitable organizations to get the message or
story pulled through the media and other influencers. Today, we must take a more strategic
approach that will not only convey our clients’ key messages, but also drive their business.
This requires a shift in thinking to realize profit and purpose are not mutually exclusive; in other
words, when a company or brand fulfills its purpose, profit will follow.
Leading companies today have implemented overarching CSR platforms, of which their brands
can then develop programs, which directly align with the CSR platform. Rather than donating
to a number of causes and diluting the brand, this ensures that companies focus their social
investments on an identified area where they can make a large impact and one which they
believe is critically important now and for generations to come. The commercialization of these
commitments at the brand level is when companies are able to drive sales, through alignment
with their strategic direction, all equating to purpose and profit.
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3. DEVELOPING A BREAKTHROUGH STRATEGY
As leadership companies continue to make impressive inroads in aligning their cause
marketing and CSR for purpose and profit, many are wondering how they did it. Where did they
begin and how did it all get started? And what does it take to make these programs viable in
today’s competitive environment? MSLGROUP approaches both cause marketing & CSR with a
laser focus on purpose AND profit. We believe the fastest way to move profit through purpose-
driven platforms is to activate stakeholders around clients’ values, while communicating the
value to the company and society. A proprietary approach developed by MSLGROUP guides
companies through four comprehensive phases, which assist companies in identifying what
they stand for, developing a strategic platform, connecting the platform to key influencers
and mobilizing influencers through execution of the platform. As companies continue to
identify their purpose, communication professionals are well positioned to develop innovative
strategies to bring companies values to life while driving the business. The intersection of
cause marketing & CSR will help a company or brand fulfill its purpose and profits will soon
follow.
Scott Beaudoin, Senior Vice President and Director of Cause Marketing & CSR at MSLGROUP, is
an award-winning industry veteran with experience in cause marketing, influencer marketing and
CSR, specializing in the intersection of consumer passion and beliefs to drive brand affinity and
sales. Scott has created and implemented some of the most well known programs including:
Tampax/Always Protecting Futures, Dawn Saves Wildlife, Sodexo The Better Tomorrow Plan,
Yoplait Save Lids to Save Lives, General Mills Box Tops for Education and the ConAgra Foods
Feeding Children Better initiatives. He also worked closely with CVS/pharmacy to develop
and successfully launch their award winning multi-year, multi-million dollar CVS All Kids Can
program, which is the largest corporate initiative solely focused on supporting children with
disabilities in the U.S.
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