Regarding tax deduction issues – that is opening an entirely different can of worms. When individual make a CM purchase that benefits an organization, they are getting something in return. Perhaps it’s a coupon book as with your meal deals program, maybe a ribbon they can wear on their lapel, etc. The fair market value of what the purchaser/donor is receiving would need to be assessed and subtracted from the amount that they “paid” directly to the charity. More often than not, donors are getting more than they pay for in terms of their donation.

Another great post. I am sure we all define “real gift” differently.

Cause marketing is extremely successful in engaging new donors. It teaches individuals who have never given before a quick and easy way to do so. CM also has huge benefits in regards to CSR and perception of corporate partners within a community. Is this giving? Is this a true sense of the word philanthropy? Maybe not, but it does have significant benefits.

Where I’ve had the biggest challenges in CM is with donors who feel invested in your organization because they made a purchase at major retailer X during campaign season. I saw a great deal of this when I was working on Go Red. Donors “gave” through a purchase at Macy’s and then couldn’t understand why they were not immediately connected to our organization – they weren’t on donor lists, they did not get a thank you, they did not start receiving regular communications, etc.