Cause And Effect: It's How You Give, Not How Much

While there is a growing expectation for companies to be good corporate citizens supporting worthy causes, it is more important to promote the difference they make to their cause rather than simply the size of their donations. Companies should also make a long-term commitment to a cause and widely publicise their involvement, according to Hailey Cavill, managing director of Cavill + Co, a Port Melbourne consultancy specialising in cause-related marketing (CRM).