Campaigning for Commitment

Implications - Non-profit charities and organizations typically ask for consumer commitment through pledges and donations, and now for-profit brands are doing the same. Companies are using oath-based campaigns as part of their cause marketing initiatives -- which are becoming almost a requirement of any marketing plan -- to elicit promises from consumers to undertake socially or environmentally beneficial activities. In addition to doing good, these pledges also place accountability among participants, creating an interactive element with the campaign that may build brand loyalty.