Cause marketing boosts a company's credibility in communities and helps companies attract customers who 'want to see that their purchasing power is well-spent and goes to something they care about,' Neal said. Presented by Mailchimp.
Neal said her company researches the organizations it works with to ensure that most of their donations go toward the cause, rather than a nonprofit's administrative expenses.
"There's a corporate side, and then there's a personal side where our team members will say, 'Here's why this matters to me,' and they'll tag the organization to celebrate them," he said. "You have to remain focused and not get distracted by the outside influences that may not love what you're doing," Conway said."You can't make all the people happy all the time."
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