These days, it seems like everyone is participating in some kind of cause-based marketing campaign. Some pretty famous brands center on causes, like Livestrong and Product (RED). Box Tops for Education have long brightened our cereal boxes. Other brands like TOMS and Warby Parker have built a business around a cause. Even the NFL outfits their athletes in either pink or camo (depending on the month) for breast cancer awareness and their Salute to Service for veterans.
Cause-based marketing is a partnership between nonprofit and for-profit organizations for mutual benefit. It intends to bring awareness and fundraising to a good cause or nonprofit. This might sound like a lot of work, time, and money to spend on charity rather than on your own business, but there are a lot of good reasons why you might consider a cause-based marketing campaign. It’s an excellent way to build a reputation for your company and to create trust.
Your customers probably prefer a company that is associated with a cause. Almost a quarter of American shoppers usually buy one brand over another for this reason. Not only do customers care about causes, it’s also a lucrative field slated to continue growing. That’s a great big piece of market for you to get in on. And, despite the influx of cause-based campaigns, consumers remain very receptive to them.
Your employees also prefer to work for a company associated with a cause, especially one that relates to their community. It shows an investment from your company in your community — right where your employees live. People want their work to make a difference.
Cause-based marketing engages both your customers and employees, showing them that you care not only about them, but about the communities where they work and live. You’re not only doing good, you’re building a brand reputation.
So, how do you get involved in cause-based marketing? There are a couple things to consider, and it’s best to be strategic.
First, consider your company, your mission, your values, your audience. You want to be involved in a campaign that benefits you and the nonprofit or cause you partner with.
Any campaign you get involved in must feel true to your brand – consumers can see through gimmicks designed to pull their heartstrings and get their dollar. You want to keep and grow your customers’ trust. Don’t lose it by jumping aboard the cause-based train without careful thought.
Second, consider your range. Your company may be small and local, or vast and global.
For Jet Marketing, it makes sense for us to be involved locally. We are involved with WomenGive, an organization that supports local single mothers with childcare scholarships as they go back to school. Our team members support WomenGive individually, but we participate as a team. As Jet is largely made up of women, this makes sense for us. It appeals to all of us working here, and we get to support our community by participating.
Far from just being trendy, cause-based marketing is a strategy that you can use to grow your brand and support your community. These type of campaigns promote your name, build trust around your brand, and motivate both your customers and employees. Making a difference in the world can also make the difference for your brand down the road.
Reach out to Jet whenever you’re ready to get started.
Sources: http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm; http://adage.com/article/agency-viewpoint/marketing-hot-pay-good/293537/
Kirsten Queen, Project Manager at Jet Marketing
Kirsten comes from a background in nonprofit work and is excited to learn more about the places where nonprofit work and marketing connect.