First, this paper examines the growth of cause marketing. Then, an overview is provided of cause marketing partnerships used to increase awareness of the breast cancer cause by nonprofit organizations in the U.S. and in Australia Next, this paper discusses Diffusion of Innovation Theory, and is the first to apply this theory to cause marketing, with an analysis done in the specific context of The Susan G. Komen Race for the Cure, the largest breast cancer nonprofit organisation in the world. The rationale for selecting this particular organisation had the purpose of determining Komen’s successful usage of partnerships, including cause marketing alliances, which can serve as an example for other nonprofit organisations. This paper provided new insights on the relationship of diffusion characteristics, cause marketing benefits and marketing strategies which can be of valuable assistance to nonprofit organisations to help achieve greater success in the future. In addition, recommendations are made for future research.
Vaccaro, V. L., "Cause Marketing Partnerships, Diffusion of Breast Cancer Awareness & the Komen Case" (2008). Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings. Paper 9.