Cause marketing is a great way for your business to give back to a cause you’re passionate about or get involved in your community. It also encourages your employees to bond and connect in team building activities. But what exactly is cause marketing? Cause marketing is a collaborative effort between a for-profit brand and a non-profit organization for mutual benefit. The term can also be used in a more general sense to refer to marketing programs by for-profit brands based around a social or charitable cause.
Cause-related marketing is not just an opportunity to make the world a better place, it serves genuine business goals too. In a global study by Cone Communications and Echo Research, 91% of consumers said they were likely to switch to a brand that supports a good cause, given similar price and quality. 92% said they would buy a product with a social or environmental benefit given the opportunity, and 67% said they had done so in the past 12 months. Those are some pretty powerful numbers.
So, where do you start? Here are a few points to keep in mind as you create a strategy and decide who to partner with:
Develop Your Cause Marketing Strategy
- Choose something you believe in | Get behind a cause or non-profit that really speaks to you and your employees. The more passionate your team is the more willing they will be to participate and share what you are doing.
- Find a related cause | Not all cause marketing has to be directly related to your industry, but it often helps if it’s similar. This helps people connect the two and makes for easy ways to streamline messaging.
- You don’t have to give money | Many non-profits are looking to partner with businesses that can help with promotion, volunteers, time and resources instead of monetary contributions alone. Look for a partnership that make the most sense for your business.
- Share on social | One of the mutual benefits of partnering for cause marketing is bringing awareness to both businesses! Be sure to share your excitement for your cause, tag the non-profit and encourage your employees to share as well.
As always, if you’re looking for help with all the different ways you can market your business we’d love to connect with you. Reach out to us via our contact form so we can get started on your comprehensive marketing strategy. Contact Us!