m-cause

Cause marketing campaigns are on the rise…indeed, companies have increased their “cause spend” significantly since 2005 (click here for details).  All this increase in spending would suggest that marketing mix models (within companies) are signaling high ROIs for cause related campaigns.  But is this really the case?  Are TV, Print, Interactive campaigns centered on cause being rigorously measured internally?  Jack Neff posits in a recent AdvertisingAge article that YES, there is an ROI for Doing Good but admits that numbers are “hard to come by.”

Wouldn’t it be great to see cause campaigns measured more effectively?  If there was more convincing data available to the global marketing community, doing good would become even more fashionable…