Known as the “Father of Cause Marketing,” Bruce Burtch is recognized internationally as a pioneer and leading expert in the field of cross-sector partnerships and cause marketing.“In 40 years of being in business, I’ve never seen anything provide as much benefit, on as many levels, as a partnership between nonprofit and for-profit organizations working together to create a greater good,” he says of his professional inspirations. “When I see the effect good partnerships can have on helping those in need—especially my area of strongest interest, children at risk—it moves me to the very depths of my soul.”
He’s recently released a book, Win-Win for the Greater Good, which outlines practical steps companies can take to develop effective cause marketing relationships.
Did you go to college?
I went to Ohio University in Athens. In my sophomore year, I was selected to be one of the first 30 students in an experimental major called Bachelor of General Studies, which dropped all requirements and prerequisites other than having enough units to graduate. I spent the majority of my junior and senior years conceiving and working on what became, in 1972, the Honors Tutorial College, which to this day is the only degree-granting college in the United States based on the Oxford/Cambridge tutorial system. I’m very proud of the fact that thousands of exceptional students have since graduated from that unique college.
Are you married?
I was a bachelor until the age of 41, when I met my wife, Janie, in the candy section of the Safeway in Mill Valley on Halloween. Janie had two young daughters, Christie and Lisa. We’ve been married 19 years and now have five amazing grandchildren. I love being a grandfather.
What do you love to do outside of work?
I have two serious hobbies, photography and gardening. I’ve published two books of travel/nature photography and try to get out often (but don’t nearly as often as I should). I also tend a rather large garden, which includes more than 300 succulent plants, 40 rosebushes and probably 200 other flowering plants. Digging in the dirt with my hands is one of the only forms a relaxation that really works for me.
What’s your favorite dessert?
Anything chocolate while finishing a bottle of nice wine.
Do you have a pet?
I have an aquarium with my “home team” of seven fish: Three are orange and black (the Giants), two are striped (the umpires) and two are bottom-feeders (the groundskeepers).
If you could rid the world of one evil, what would it be?
Greed
If you were stranded on a deserted island, what three “luxury items” would you want with you?
An unlimited supply of 24-year-old, single-malt scotch; a 60-inch satellite TV; and my wife. While she’s neither an item nor a luxury, I couldn’t live without her.
What item in your office has special significance for you?
My father’s favorite saying has always been “Life is good,” and I have that saying magnificently drawn on parchment and framed on my desk. It keeps me appreciative for all the blessings I have.
What TV programs did you love as a child?
Anything with cowboys, horses and dogs.
What skill would you like to learn in the next year?
How to somehow place my priorities in the right order and keep them there.
What was your last argument about?
My priorities!
What’s something mischievous you’ve done?
There are several, but the first to come to mind are: Going trick-or-treating in the middle of the summer, and picking Mrs. Bold’s flowers and then coming to her door to sell them—which she bought.
Which famous person would you least like to be stuck in an elevator with?
Speaker John Boehner: I’ve never seen anyone lie so much and be convinced he’s telling the truth.
If you could do something daring without fear, what would it be?
Give a speech about partnerships for the greater good to the combined Houses of Congress.
What lesson has failure taught you?
You can always get back up, dust yourself off…and fail again…and then win.
