Every month in our
calendar year hosts a number of causes and issue-related campaigns. Initiatives
that educate the public and generate support for a good cause are becoming
increasingly important parts of promoting a business.
“Cause-marketing”, as
defined by businessdictionary.com, is a joint funding and promotional strategy
in which a firm's sales are linked (and a percentage of the sales revenue is
donated) to a charity or other public cause. However, unlike philanthropy,
money spent in the cause-related marketing is considered an expense and is
expected to show a return.
Businesses have been
jumping aboard the cause-marketing band wagon lately, and for good reason.
Social responsibility is an ever increasing value in our culture and marketing
is taking note of its significance. Consumers who visit your websites and see
your advertising want to know that you share their desire to make the world a
better place by supporting an important cause.
The number of consumers
who say they would switch from one brand to another if the other brand were
associated with a good cause has risen to 87 percent, a dramatic increase in
recent years, according to a Cone Cause Evolution Survey.
Your company's challenge
is to make your socially responsible efforts an undeniably valuable proposition
for the cause or group you support, the community and your business. You can
rise to the challenge and do so effectively with these tips:
1. Put some heart in it
Cause marketing is most
successful when you and your employees are personally connected to and feel
good about the help you're providing to your cause. Work with an organization
you believe in - what matters most to you, your team and your customers? You'll
work harder to make a difference when you're heart is in it.
2. Choose a related cause
An effective cause-marketing
campaign often starts with the right affiliation. Look for a cause that relates
to your company or its products as you go through the selection process. For
example, Procter & Gamble's Olay brand skin-care line partnered with the
American Society for Dermatologic Surgery with a campaign goal of inspiring
women to protect their skin from the sun. PR support yielded widespread
broadcast, print and online coverage, helping the program attract more than
9,000 individuals for free skin-cancer screenings.
3. Contribute more than money
Cause-marketing values
strive to go above and beyond simply writing a check by donating products or
services as well, forming even stronger consumer associations between what you
offer and the good work you do.
4. Formalize your partnership
To make your affiliation a
win-win for everyone, work with the nonprofit of your choosing to define how it
will help your business increase visibility, branding or company awareness. If
the organization has a newsletter or other communications with its
constituents, negotiate for opportunities to do joint promotions.
5. Mount a marketing campaign
Success in cause-marketing
often means motivating an audience to take action, such as making a donation or
participating in an event. You can reach and persuade the target group, while
also raising awareness for your business and its commitment to social
responsibility, by using a dedicated marketing campaign.
Health: Cancer, ADHD, Autism, HIV/AIDS,
childhood obesity, smoking
Safety: Fire prevention, poison control,
texting while driving
Social: Workers rights, poverty,
homelessness, crime prevention, anti-bullying
Environmental: Pollution, global warming, recycling,
sustainability
