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A mutually beneficial partnership

S2’s caused-related practice is predicated on our years of experience and understanding, addressing the needs of both nonprofit organizations and for-profit entities, the challenges and opportunities they face individually and when partnering.

Cause Marketing

Cause marketing takes shape as a mutually beneficial marketing partnership between a nonprofit charity and a for-profit business in service of both parties’ respective business, social, or environmental goals. Businesses commonly leverage the good virtue associated with the cause to differentiate a product, encourage prospective customers to switch brands, increase sales, or nurture customer loyalty.

For the nonprofit, the contributions from a cause-related marketing project can be significant, and those funds are usually unrestricted so even overhead costs can be covered. Besides actual monetary benefit, a charity enjoys the expanded publicity and advertising that often accompanies a cause-related marketing program. That marketing and PR may come from the corporation's public relations and marketing departments in partnership with the nonprofit's marketing.


Our Experience

Based on our experience working with nonprofit organizations and understanding both their challenges and opportunities cause marketing offers, our cause marketing practice is headed by S-Squared Creative, Partner, Scott Farace. Scott has lead efforts both as a senior executive at the American Heart Association and has deep experience working with other nonprofit organizations.


Experience with nonprofit organizations:

  • American Heart Association

  • Billy Graham Evangelistic Association

  • Children’s Miracle Network

  • The Dallas Foundation

  • Driscoll Children's Health Plan

  • Entrepreneurs Foundation of North Texas

  • The Jim Utley Foundation

  • Kid Net Foundation – Jonathan’s Place

  • Muscular Dystrophy/Coach to Cure MD

  • Texas Education Reform Caucus

  • Texas Stampede/Children’s Medical Center –North Texas Children’s Charities

  • United Cerebral Palsy of North Texas

  • World War II Memorial Fundraising campaign


What we offer our clients


  • We help manage charitable initiatives

  • Goal setting and strategies

  • Review and evaluate charitable requests

  • Develop strategic platforms

  • Manage charitable programs/initiatives

  • Manage charitable communications

Nonprofit Organizations:

  • Goal setting and market strategies

  • Review/enhance/create developmental initiatives

  • Build and execute communications. media and public relations plans

  • Creation of fundraising programs

Project work example

Resurrecting History Teaches Us All Valuable Lessons.

The first volume in a series of museum quality coffee table books, highlighting Glenn Beck’s Historical Artifact Collected for his Rights and Responsibilities Museum.

Cause Marketing – Fundraising: Glenn Beck, American conservative political commentator, radio host, television producer and CEO, founder, and owner of Mercury Radio Arts, and television and radio network TheBlaze hired us to help lead creative efforts and strategies involving fundraising for his nonprofit organization Mercury One. Mercury One is a humanitarian aid, and educational organization focused on restoring the human spirit. Mercury One’s initiatives include providing programs to individuals to advance the skills, knowledge, and attitudes necessary for communities to help themselves as well as assisting our nation’s veterans, providing aid to those in crisis, and rebuilding and restoring the lives of Christians and other persecuted religious minorities in the Middle East.

About This Project: The Mercury One Collection, Volume I: Untold Stories represents the first in a series of coffee table books produced for as a fundraising vehicle and to promote Glenn Beck’s and David Barton’s (founder of WallBuilders, LLC) plans to establish a permanent exhibit called the Rights and Responsibilities Museum. The museum will highlight over 200,000 historical artifacts acquired by Beck and Barton.

Click for enlarged viewing

Nonprofits benefit from both the funding is driven by their cause as well as increased exposure to potential donors in a highly-positive context. In this new era of social responsibility, what you don't do can cost you. "Cause marketing" is now the norm and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause

If your business or brand doesn't stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.

Even niche markets, such as the nation's college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95 percent of students say they are less likely to ignore an ad that promotes a brand's partnership with a cause. There's a strong connection between entrepreneurship and giving. The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these five essential steps:


Step One. Give from the heart: Cause marketing works best when you and your employees feel great about the help you're providing to a nonprofit group. Work with an organization you and your team believe in, whether that means supporting a national, regional or local effort, as long as the organization aligns and is a good fit with belief systems of you, your team and your customers? You'll work hard to make a difference when you give from the heart.


Step Two. Choose a related cause: A solid cause-marketing campaign often starts with the right affiliation. So as you go through the nonprofit selection process, look for a purpose that relates to your company or its products.


Step Three. Contribute more than dollars: For many types of businesses, cause marketing involves donating products or services and not merely writing a check. This can help form even stronger consumer associations between what you offer and the good work you do.


Step Four. Formalize your affiliations: To make your associations a win-win for everyone, work with the nonprofit you choose to define how it will help your business increase its visibility, brand or company awareness. If the organization communications regularly with its constituents, recommend opportunities to create joint promotions. Discuss how you will use the organization's logo and name in your marketing campaigns, and how it, in turn, will use your company logo and name in its press releases, on the organization's website, and in other materials.


Step Five. Mount a marketing campaign: Success in cause marketing often means motivating an audience to take action, such as making a donation or participating in an event. Using a dedicated marketing campaign, you can reach and persuade the target group while also raising awareness for your business and its commitment to social responsibility.


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