Word of the Day: Proud Supporter

Is a “Proud Supporter” just another way to say sponsor? Yes, and no. The Proud Supporter approach in cause marketing is used when a company donates to a cause without tying its donations to any customer purchases., It then uses the charity’s logo on its packaging to boast the fact that it supports the cause.

This is an example of how cause marketing really is a growing field. Creating an in-depth partner relationship with a nonprofit is not always a requirement. However, a good fit between a company and a nonprofit is still necessary. The “Proud Supporter” marketing efforts should only be used as a benefit to both organizations involved.

I think this really works, because the for-profit gets an image boost by voicing its cause support, and the charity – in addition to reaping donation money – is given a public spotlight for its name and logo. I, for one, tend to check out websites of any cause I see mentioned on product packaging. In that sense, the “supporter” role helps raise awareness of the cause.