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Mission and Market
Reprinted with special permission from the American Cancer Society.
The following document outlines the necessary criteria by which the American Cancer Society selects and manages cause-related marketing partnerships.
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Product Match:
The American Cancer Society will select commercial tie-ins only with products that meet strict guidelines and scientific standards for reducing the risk of cancer. Any representation of the American Cancer Society logo on a product must include attending language that specifies the relationship and the connection of the product, if any, to cancer. American Cancer Society experts will review and evaluate all potential product matches, and will not approve commercial deals or tie-ins that feature products that are not supported by science. |
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| 2. |
Brand Effect:
Relationships must generate a positive impact on the American Cancer Society brand. |
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Risk to the American Cancer Society:
Each opportunity is assessed on a case-by-case basis, including full prospect research to ensure company ownership, holdings and any public relations "baggage" that could negatively affect the American Cancer Society. This applies on a case-by-case basis, whether on a local or national level. |
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Customer value:
Relationships must generate additional value for the customer: education, goodwill, financial. |
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Reach of American Cancer Society Messaging:
Relationships should ultimately have a nationwide scope. |
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Revenue for American Cancer Society programs:
There must be fair revenue to the American Cancer Society for the use of its marks. |
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Best of Breed:
Corporate partners must be industry/category leaders. |
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Maintenance and Internal Infrastructure:
Requirements for maintenance of relationships must be appropriately proportional to returns received. In short, lower maintenance/high yield is infinitely preferable to high-maintenance/low-yield. |
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Measurements of mutual success:
Measurements are undertaken to assess the short and longer-term success of all cause-related marketing endeavors. Some examples include the measurement of " lives saved," "brand valuation," and ability to meet partnering company's objectives. |
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| 10. |
American Cancer Society's Community Involvement:
Varying levels of involvement for local American Cancer Society communities (opt-in only) are negotiated. |
It may not be necessary to meet all ten of the above criteria within each cause-related marketing relationship (for example, some product matches do not qualify as neither ingestibles nor topicals, and therefore a full review by American Cancer Society experts may not be necessary). However, a majority representation of the above criteria should be adhered to in an effort to provide the greatest levels of success in the cause-related marketing marketplace while adhering to the standards of the American Cancer Society.
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