First let’s define what we are talking about.
Definition 1: Cause marketing is a partnership, usually between one or more nonprofit and for-profit organizations, that promotes a social or environmental cause. The aim of the partnership is to bring mutual benefit to each member of the marketing relationship.
Definition 2: Cause marketing is the marketing of a good cause.
Why Should You Promote a Cause
Causes connect with consumers more quickly, more strongly and bring about results more consistently. When you connect with what a consumer believes in, what speaks to their heart, they engage. We live in a society where corporate reputation and social responsibility are growing in importance. In the past, doing well in business versus doing good in business were seen as two separate pursuits. Today they are merging.
In fact, one of the top 10 reasons consumers are motivated to make purchases occurs when a company supports a worthwhile cause, particularly a cause they believe in. Companies are learning that can gain a competitive advantage then they weave social conscience into their business practices.
Simply, the goals of cause marketing include:
- Companies that want to improve their image with a positive return on investment
- Nonprofits that need exposure and increased funding
- Social causes that merit attention and action
Whether it’s a landing page for a website, a sales letter that informs and explains, or a blog that updates and connects, targeted and well-crafted words play a crucial role in spreading the messages that go hand-in-hand with cause campaigns.
The most common benefits of cause marketing include:
- Cause marketing makes the most of the marketing clout and connections of the organizations involved
- It attracts free media attention
- When done right, it draws public approval
- It creates employee engagement and retention
- It accomplishes objectives a single person or company cannot do alone.
Want a few more positive results of Cause Marketing?
- Increased sales generation
- Greater donations
- Improved reputation
- Brand recognition
- Better public relations
- Higher public awareness
- Expansion of service delivery
- Ramped up activity for a specific mission
- Additional funding
- A change in corporate culture
- Enhanced employee morale
- Impressed shareholders
- More comprehensive reach to prospects
- Shoring up the non-profit
- Ya get to feel good about what you are doing
Finally, here are the 10 most common types of campaigns that are proven most effective:
- Donation With Purchase
- Donation With Coupon Redemption
- Donation With Online Activation
- The Proud Supporter
- Buy One, Give One
- Volunteerism Rally
- Consumer-Directed Donation
- Consumer Pledge Drives
- Dual Incentive Approach
- Request for Consumer Action
Each cause campaign has its own intriguing story.
A good rule to live by is this: Sell to the heart, not the head.