Repairing Reputations with Cause-related Marketing - Creating Positive Change for Financial Institutions

Teleseminar: Wednesday, August 26, 1–2:30 p.m. EDT
Public Relations Society of America - Financial Communications

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Developing cause-related marketing initiatives is important for a financial institution seeking to increase brand awareness and regain trust.

Consumers are aware of organizations that support global concerns such as poverty, and increasingly influencing their buying decisions. Effectively integrating cause marketing can also help companies repair damaged reputations by donating resources and volunteer support to non-profit/NGO organizations. With current economic conditions, sponsorships of fundraising events are more important than ever and they are willing to negotiate these costs, as well as return on investment. Cause-related marketing is expected to reach $1.57 billion this year.

Why should a financial services firm use cause marketing to improve its reputation with its various stakeholders?

By getting involved in charitable causes and mobilizing employees, the company makes a positive impact in the communities it conducts business. This will translate into positive brand impact and strengthen stakeholder relationships such as shareholders, board of directors, employees, public officials and the general public.

You will learn:

  • About corporate social responsibility and trends
  • How to choose the right cause or nonprofit organization
  • How to increase employee involvement
  • How to leverage your sponsorship
  • Best practices and approaches in cause marketing


Samantha Taylor - founder and principal, Reputation Dynamics
Steve Bumgarner - co-founder and co-principal, Capture Public Relations and Marketing
Dan Marks - chief marketing officer, First Horizon Bank


Keith Tolbert - marketing specialist, First Community Bank

TELESEMINAR: Wednesday, August 26, 1 — 2:30 p.m. EDT

PRSA Financial Communications Section Member $85
Member $190 / Non-Member $290

APR Accreditation Maintenance Credits Approved: 1.0

Click here to register!