▲不論是身為企業的行銷人員或只是參與公益活動的一份子，都可以藉由這幾個面向來衡量正在計畫籌備的公益活動，或者藉此評估是否要參加眼前所見的公益活動。
photo by inciteimpact.com
米田共/Jim Wu譯
公益行銷有效執行的6個支柱
1.公益行銷必須與品牌本身配合
確認公益任務或公益夥伴是與品牌的使命相契合。
2.找到品牌的主張
確認為公益行銷的付出，會反映整個品牌調性和主張，並且用消費者喜歡接受的方式分享訊息。
3.透明與確實的
明確地告訴消費者公益行銷是如何運作。
4.有意義和目的性
與消費者的情感連結。從頭到尾地讓消費者投入其中，並確保公益行銷的付出會持續反映並處理這些與人們生活切身相關的事物上。
5.與目標對象接觸
清楚在何時、何地目標對象會最容易接受公益行銷的資訊。
6.在定義的標準上衡量成功與否
在公益活動上線之前，先定義成功的模樣讓品牌可以有依循的方向改善優化，接著將報告活動成功的部分做為教材，並結束這次的公益行銷活動。
-----以下原文供對照-----
Six Pillars of Effective Cause Marketing
1.THE CAUSE MUST ALIGN WITH YOUR BRAND
Ensure the mission of the cause or nonprofit partner properly aligns with your brand’s mission.
2.FIND YOUR VOICE
Ensure your cause marketing efforts reflect the tone and voice of your overall brand and that the messages are shared with your consumers in a way they like to receive information.
3.BE TRANSPARENT & AUTHENTIC
Tell your consumers exactly how your cause marketing partnership works.
4.BE RELEVANT AND INTENTIONAL
Connect emotionally with your consumers. Consistently engage them to ensure your cause marketing efforts continue to reflect and address the causes and issues that matter in their lives.
5. REACH PEOPLE WHERE THEY ARE
Understand when and where your target audience will be most receptive to receive your cause marketing message.
6.MEASURE SUCCESS AGAINST DEFINED METRICS
Before your cause marketing campaign launches, define what success will look likes so you can be sure to optimize along the way, and report the success of your campaign to educate and “close the cause marketing loop” for your consumers.
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更多公益行銷案例分享http://lovefieldtw.pixnet.net/blog/category/list/475879
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