Cause Marketing vs. Sponsorship – What’s the Difference? - By Selfish Giving

Joe Waters blogs on cause marketing at He is the co-author of Cause Marketing for Dummies (July, 2011).
Apr 28, 2011 7:52 AM ET

Cause Marketing vs. Sponsorship – What’s the Difference?

I’m really excited to have Jocelyne Daw guest post on my blog today. In addition to being a wonderful author who’s written two of my favorite books on cause marketing, Cause Marketing for Nonprofits and Breakthrough Nonprofit Branding (with Carol Cone), Jocelyne has been a great mentor to me and other cause marketers.

In her post today, Jocelyne makes an important distinction between cause marketing and sponsorship. Too often, we lump everything cause and company related into cause marketing. But if cause marketing doesn’t stand for something, it won’t mean anything. Thanks to Jocelyne for standing tall today for all cause marketers!


Recently I presented at the AFP Toronto congress, a national gathering of nonprofit professionals, on cause marketing trends and best practices.   It’s always a great group. I deem a presentation successful if the attendees are engaged and ask lots of questions.  At this session I was not to be disappointed.  One question that popped up and generated a great deal of good discussion was “What is the difference between sponsorship and cause marketing?”.

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