Whilst the aim of commercial marketing is ‘financial’ and the aim of social marketing is ‘social good’ the two are not mutually exclusive. Brands need to tell the story of this journey, as more embrace purpose as a business-imperative strategy; not only because it is the right thing to do but also because it is the profitable thing to do.
However, out of the R16bn that is spent every year on social causes in South Africa, over R4bn of that is wasted. Added to this, is that brands now have to manage CSI as a legislative imperative, making the area of socio-economic development have an even greater significance to companies.
B-Cause focuses on harnessing the power and benefits of social and cause related marketing. It is part of the Gallimaufry Group that also includes 5th Dimension, South Africa’s most awarded agency for fundraising, and Fundraising That Works, South Africa’s most effective face-to-face fundraising agency.
For more information, go to www.b-cause.co.za.
