White Paper

4 Pages
  • 4 Pages

Cause Marketing: The Charity's Perspective


What options do charities have?

Cause marketing programs can take many forms, including sponsorships, licensing, coupon and product tie-ins, affinity programs, seals of approval, commercial co-venture sales, cooperative marketing efforts, and direct solicitation of donations. All forms share two basic elements: money flowing to a charity, plus use of the charity's name in connection with a commercial company's goods or services. Seemingly small changes in form can have large effects on the charity. In this white paper, the authors look at some of the options a charity might consider and the consequences of choosing those options.



Ed Chansky

Ed Chansky

Greenberg Traurig, LLP

  • Shareholder with Greenberg Traurig, LLP
  • Practices in the areas of intellectual property (particularly development, selection, protection and licensing of trademarks worldwide) and advertising, sales promotion, and trade-regulation law, including charitable promotions, cause-related marketing, sweepstakes, contests, gift cards, eCommerce, substantiation of advertising claims, social gaming, social media, and all aspects of unfair or deceptive trade practices in a wide variety of industries
  • Co-chair, Brand Activation Association National Marketing Law Conference, 2013
  • Cause Marketing Forum Legal Instructor for many years
  • Former chair, Connecticut Bar Association, Intellectual Property Law Section
  • Listed, Managing IP magazine, World IP Handbook and Survey, "IP Stars," 2013-2014
  • Listed, VEGAS INC, "Top Lawyers," Business and Intellectual Property, 2012 and 2013
  • Achieved the highest rating in the Martindale-Hubbell Law Directory
  • J.D. degree, cum laude, Harvard Law School; B.A. degree, summa cum laude, Yale University

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