Cause marketing has been defined as a mutually beneficial collaboration between a corporation and a nonprofit in which their respective assets are combined to:

• create shareholder and social value
• connect with a range of constituents
• communicate the shared values of both organizations

Mid-America Events & Expos has participated in cause marketing for years. It’s part of our corporate values and corporate culture to give back. Many people in our company are deeply involved with volunteer work, and it just feels right to use our expertise to help others.

Most recently our cause has been breast cancer. By first featuring Breast Cancer Awareness Association and now Hope Chest for Breast Cancer in our marketing campaigns, as well as donating 50% of ticket proceeds and booths at each event, we are hoping to call attention to these charities and to help them financially.

In return, we’ve had some fabulous speakers and entertainment at our events. And representatives from these organizations have given our attendees valuable information that could save lives.

Consider using cause marketing as a tangible demonstration of your corporate values. Choose a cause that you believe in, perhaps one that holds a personal meaning. Be care to select an organization whose quality work/service is similar to the quality you deliver to your customers.

We enjoy being socially involved,  and enabling our attendees to feel they are doing something good each time they purchase an admission ticket. Our team feels great about helping these causes while also helping our clients succeed with their businesses.

P.S. Want to see cause marketing in action? Come to our Seniors Spring Show next month to enjoy the Hope Chest Seniors Fashion Show, featuring designer fashions and accessories from the Hope Chest for Breast Cancer retail stores. Emcee will be 5 Eyewitness News anchor Leah McLean. Cause marketing can be a lot of fun!