#UberMADD: the Importance of Purpose and Alignment in Cause Campaigns
![Uber MADD logo lockup](https://csic.georgetown.edu/wp-content/uploads/2016/12/SD_Uber-MADD_Partnership-Lockup_R1_PARTNERSHIP-LOCK-UP-FOR-BLOG-BODY-600x265-329x147.png)
Last week, Simon Mainwaring contributed an article to Forbes Magazine emphasizing the importance of defining an organization’s purpose when aligning with a cause, and before developing a marketing promotion around said cause.
While identifying a specific purpose might seem obvious, how often really do organizations partner with causes and actually achieve a partnership that is: Authentic. Aligned. Calibrated. Coordinated. Impactful. Integrated. Strategic. Synergistic.