It is an undeniable fact that the success of the Rewards for Justice Program totally hinges on the application of relevant marketing, promotional or advertising strategies. Two kinds of marketing that have produced effective outcomes in RFJ Program include social and cause marketing.

Social marketing has been recognized as a workable technique that the management of most non-profit organizations utilize to reach people by publicizing a particular issue to raise funds for their organizations¹. The vital aspect of this marketing strategy is that a matter of interest, possibly a worrisome health issue that people are passionate about—for example, HIV/AIDS—would be the centerpiece of the marketing campaign. Also employed by non-profit organizations to generate funds, cause marketing works in an entirely different way by creating a kind of partnership between non-profit organizations and corporate bodies in pursuant of a cause or purpose with great passion².

Some characteristics of both social and cause marketing are, in a way, similar: they both support that undertaking marketing research is non-negotiable, and that customers or audience’s preferences should be given an unconditional priority.