Positioning Strategies for Social Cause Organizations: A Multivariate Analysis of Dimensions and Ideals

The purpose of this article is to provide a framework for exploring positioning strategies for social cause organizations (SCO) in an attempt to better utilize their distinguishable nature and ability to foster aspects of desired change. Although much research has been considered regarding SCOs and their ability to attract understandable interest and passion, limited work has investigated their unique positioning strategies. Statistical positioning tools will provide an analytical perspective of the attributes these organizations possess and what influences they may have on individual perceptions. Published marketing materials from select SCOs will be examined. Analysis will reveal perceptual maps based upon respondent attribute ratings. “Ideal” SCOs will then be identified with multivariate regression. Results will be further tested to discern the predictive capabilities of the maps. Last, theoretical and managerial implications will be forwarded for discussion.