The Power of Cause Marketing: Elevating Brands and Changing the World
With the season of giving soon to be upon us, now is a great time to start thinking about how your business can make a positive impact in the community.
In today’s competitive marketplace, merely offering an excellent product or service isn’t enough anymore. In other words, the consumer of the 21st century isn’t just buying a product; they’re buying a philosophy. Consequently, brands are no longer just about logos and catchy taglines; they’ve evolved into entities that reflect certain values and principles. One strategy that’s proving to be both impactful and effective is Cause Marketing.
What is Cause Marketing?
At its core, cause marketing involves a partnership between a for-profit brand and a non-profit cause. It’s aim is to promote the brand’s product or service while also supporting a social or environmental cause. Most importantly, it’s a win-win. The brand enjoys increased loyalty and recognition, and the cause receives support and awareness.
Why Cause Marketing?
Whether its climate change, inclusion or helping in some way to make the world a better place for all, more and more customers expect the brands they support to take a stand on the issues of the day. Consequently, your brand can no longer afford to remain neutral or silent. In today’s socially conscious world, brands have the power and responsibility to drive change. For instance, even small businesses in regional communities can make a tremendous difference to peoples lives by simply providing the right support at the right time. Here are a few ways it can help your business:
Getting Started with Cause Marketing:
1. Find the right cause:
Authenticity is key! Customers can quickly discern when a brand’s association with a cause is superficial. Accusations of virtue signaling will not help your brand or its reputation so make sure the causes you choose aligns with your brand’s values.
2. Try to keep it local:
No matter where your business is situated, there will always be a local cause that your business can support. If you expect your community to support your business by shopping locally, you should support your community in return. Walk the Walk! Also many of these activities will be a tax deduction for your business so its a win win.
Here are some local cause marketing examples you could try:
🏀Sponsor a local sporting team or a local club.
🎓 Offer a scholarship in a course related to your industry.
🏫 Sponsor local school events or donate supplies to underfunded programs.
🤝 Partner with a local charity by donating a percentage of sales or hosting fundraising events.
🌳 Support a community project, such as a park clean-up, community garden, or local sports teams.
🩺 Partner with healthcare providers to offer free or discounted services, like flu shots or health check-ups.
🎒 Organise drives for back-to-school supplies, winter coats, or holiday meals for families in need.
💡 Offer your staff’s expertise to benefit non-profits. For example, a local accounting business could provide pro bono financial advice or accounting services to local charities, or local health care providers can volunteer at community sporting or fund raising events.
♻️ Support or initiate local sustainability efforts, like tree planting or recycling programs.
🍽️ Create a special product or service where proceeds go to a cause, like a “charity of the month” sandwich at a café.
🎨 Support local artists and makers by featuring their work or hosting events that highlight local talent.
🏛️ Contribute to the preservation of local historical sites or sponsor history-related community events.
There are so many ways to give back to your local community. To find out what’s happening or to get some inspo on how your business can help, you can;
🏢 Follow your local council on social media,
👥 Join a local community social media group,
❓ Ask around,
There are many ways you can find great causes to support within your local community.
3. Engage your team:
Encourage your employees to share causes that are close to their hearts. Their personal stories can make charitable initiatives more meaningful and can drive greater participation. Showing support for your staff and the things they are passionate about can help your business’ reputation both within, and outside of the organisation.
4. Collaborate with credible organisations:
Partner with reputable non-profits to ensure that the support reaches the intended recipients. Check out their on-line presence to make sure their content aligns with your brand. Research any on-line reviews they may have. If you are making a significant contribution to their cause, ask them for information on how they spend their money. Registered charities should have this type of information readily available. Above all, remember that any damage to their reputation will reflect onto yours if you align yourself to them so make sure you do your homework before you commit.
5. Try not to be a bandwagon jumper:
Like anything, causes can be trendy. From environmental movements to social justice campaigns, it’s not uncommon to see waves of attention around specific causes, especially in the age of social media. So, while it’s great that these causes are getting the attention they deserve, it’s crucial for both individuals and businesses to be authentic in their support. This will not only ensure you’re making a real difference, but also strengthens trust in your brand.
6. Choose multiple causes:
You don’t need to choose just one! There may be many causes to choose from that suit your brand’s philosophy. This will also ensure you reach a wider audience and resonate with different segments of your customer base. Also, look for causes that serve multiple purposes. For example, a charity run can help your team bond, get heathy and support a good cause all at the same time.
7. Be careful which cause you choose:
Steer clear of divisive causes unless it is something your brand clearly identities with. There is always more than one side to a contentious issue. And taking a stand against one could alienate you from a significant portion of your potential customers or even your existing customer base. Therefore, before publicly aligning with a cause, conduct thorough research and understand all facets of the issue at hand.
8. Communicate clearly:
Be transparent! Make sure your audience knows how their purchase or engagement supports the cause.
9. Integrate the cause throughout:
Build a plan! Cause marketing isn’t just about a single campaign. Therefore, it’s best to build a communications plan to integrate the cause into all your customer touchpoints, from point of sale right through to your social media channels.
10. Evaluate & adapt:
Regularly assess the impact of your cause marketing efforts, both for your brand and the cause you’re supporting. This ensures long-term sustainability and success.
Cause marketing is not just a trend; it’s the future of branding. By bridging the gap between profit and purpose, brands can create meaningful, lasting connections with their customers. And in doing so, they don’t just improve their bottom line; they make the world a better place.
