Caring More About The Cause Than The Marketing

If you read my post last month about volunteering at the Boston Marathon and have been following the news, you might understand why I don’t feel like talking about marketing right now. It seems a bit trivial to me, even though it’s part of my job (and something I love – I’m a self-proclaimed “marcom maven”). This is because I experienced the second explosion at the finish line from across the street — a blast that sent two of my friends to the hospital (I will not discuss the details, but it’s been a tough few weeks, and everyone is getting better each day.).

What I will discuss is the good that came out of that unimaginable, surreal day. Strangers, locals, foreigners, volunteers, runners, responders, families and friends found a common cause on April 15. We all chose to stand with Boston, to be Boston Strong. A mayor and a governor got together and almost instantly created The One Fund that has unbelievably raised more than  $28 million in just a few weeks (almost $12 million of which is from the public, people like you and me). Runners, spectators, and volunteers vow to return next year in a greater, more collective force of positivity. No one is going to take this day from us — especially in such an unthinkable way. But, still, our hearts ache, as they should.



The cause still grows, and, naturally, so does the marketing. Infectious in a good way, people encourage each other to donate or volunteer; independent businesses decide to create shirts and other items with all proceeds going to help victims. A local company here in Salem, Mass., B&S Fitness, created a “Boston Strong” shirt to benefit the Woolfenden Family Fund. The Woolfendens are a local family, and my friends, so I really care about the cause. I bought two shirts. And by wearing one I’m, well, marketing the cause. Word of mouth, digital marketing, social media, and TV ads encourage us all to donate and help in a variety of ways. So, I guess I do care about the marketing.

My attempts at returning to normalcy after such a shocking, violent experience have been a mix of success and failure. But caring about the cause, being involved in the healing, and promoting the good will ultimately lead to more success than failure. Right now I do care more about the cause than the marketing, but, deep down, I know that cause marketing is a discipline that is changing the world for the better. It inspires people to act, to give, to volunteer.

So get out there and care about a cause. And, then, help market it.

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