Cause Marketing or Corporate Philanthropy Program? It’s Not a Yes or No Question.
Cause Related Marketing
APRIL 29, 2012
The question was prompted by a press release I saw recently announcing a new cause marketing effort from Godiva, the high-end chocolatier owned by the Turkish company Yildiz Holding, and headlined ‘Godiva Launches Philanthropy Program.’ Now Godiva almost certainly didn’t write the headline for the release I saw, but a quick reading made it clear that what Godiva was announcing was more a cause marketing than a corporate philanthropy effort.