Cause Marketing And Commercial Co-Ventures

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Course Description

This program was recorded on March 7th, 2018

Many brands today want to join up with a cause for both the goodwill and the additional profits it may generate. A common marketing promotion is the commercial co-venture in which a portion of a product’s sales are donated to charity. This is a highly-regulated area of law, from contractual and advertising requirements to registration and bonding. In this webinar, you will learn the difference between commercial co-ventures and other cause marketing efforts, how to comply with the various state laws, and how to spot the important issues and provide solutions to problems. You will also learn what responsibilities charities have during commercial co-venture campaigns, as well as best practices for running successful campaigns nationwide.



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  • Robert Laplaca
    Rob leads the Firm's Promotion Law practice, which includes sweepstakes, skill contests, instant win games, internet and mobile marketing promotions, trade promotions and consumer offers. Rob counsels well-known brands, as well as advertising and marketing companies, from concept development through implementation to fulfillment. His practice also includes reviewing and drafting agency contracts, publicity agreements, and various advertising agreements. Rob is also experienced in reviewing advertisements for television, radio, online and print marketing. Throughout his career, Rob has worked on many popular marketing promotions, including ones seen on television shows, on well-known social media sites, and at live sporting events. He regularly speaks on promotion law topics at the annual national law conference of the Brand Activation Association.

    Contact Robert Laplaca

      • 2 General Credits
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      Each On-Demand course is available to you for 1 year from date of purchase. Additionally, CLE credit is only available within that year.
    1. THE BASICS OF COMMERCIAL CO-VENTURES
      1. What is a commercial co-venture as opposed to a paid solicitor, paid fundraiser or and how does it differ from other types of cause marketing
      2. What are the mandatory contractual and advertising requirements
      3. What are the registration requirements
    2. THE CHARITY’S RESPONSIBILITIES
      1. When and where does a charity need to be registered
      2. What are the charity’s contractual and reporting requirements
      3. What activities can (and cannot) a charity do to support a commercial co-venture campaign
    3. PRACTICAL APPLICATIONS
      1. Review sceneries to discuss whether different cause marketing campaigns would be considered commercial co-ventures
      2. Provide instruction on how to handle complicated situations
      3. Review other cause marketing options

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