Principles

1. Authenticity
2. Passion
3. Vision
4. Integration
5. Discernment
6. Patience
7. Persistence
8. Commitment to Service
9. Commitment to Mutual Benefit

Principle #1: Authenticity is absolutely critical to success

A core objective of cause marketing in general, and Cause Alliance Marketing in particular, is to deliver genuine service to society, and in the process to build values-based affinity relationships. Relationships are based in trust. Trust is based in being truthful, authentic. So it follows that, for your program to be effective, you must be authentic in what you do. Your commitment to providing a genuine service to community must be integral to who you are, and fully embodied by the program.

Principle #2: Passion grounded in purpose fuels the process.

Passion animates the process of building a program and brings partners together, and catalyzes broader support for vision. Passion is contagious, and inspires others to embrace a vision and plan, especially if the vision is realistic (even if ambitious), and the plan is thoughtful and detailed.

Principle #3: Clear vision inspires effective action.

A clear vision, effectively articulated, provides a powerful attractor and motivating force.

Principle #4: Integration is a key to manifestation.

If every aspect of your program is directed toward realizing the same objectives, reinforcing the same positioning, collaborating with the same allies in multiple ways, and building relationships with the same stakeholders, then the whole will be profoundly greater than the sum of the parts.

Integration calls for thoughtful consideration of the implications of any action and requires consistent messaging.

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