Cause Marketing: How to Promote Your Brand by Giving Back
What is Cause Marketing?
Causely says it best in that Cause Marketing is “the marketing of a for-profit product or business which benefits a nonprofit charity or supports a social cause in some way...it's an intricate part of an overall business strategy.”
Just like digital or social media marketing, brands implement tactics into their strategy to promote an organization or cause through the various marketing channels.
What are the Benefits of Cause Marketing?
Let’s look at the data provided by The Vernon Company:
80% of consumers would switch to a brand that supports a cause, when price and quality are equal.
41% have bought a product because it was associated with a cause or issue.
83% wish more of the products, services and retailers they use would support causes.
85% have a more positive image of a product or company when it supports a cause they care about.
79% of employees feel a stronger sense of loyalty to their employer at companies with cause marketing programs.
69% of employees decide where to work based on a company’s support of a cause.
All-in-all, cause marketing can increase brand loyalty with your consumers, set you apart from the competition, improve employee recruitment, acquisition & retention, and ultimately increase your profits.
How Your Brand Utilizes Cause Marketing
Now let’s talk about how to implement Cause Marketing into your brand strategy.
Grab a notepad, pencil, plenty of coffee, and download this Cause Marketing Exercise template.
Step One: Strategy Review
Whip out your brand strategy document and review your goals & objectives, target audience, competition, USP, marketing channels, tactics, etc.
Need a Brand Strategy? We can help with that. Contact us for more deets.
Step Two: Choose a Cause
After reviewing your brand strategy, brainstorm causes that relate to your overall brand mission, message, goals & objectives and target audience. Remember, cause marketing needs to benefit both the brand and the cause, so relativity is important when it comes to choosing your cause partner.
Tips from Zimmer Marketing:
Support a cause that relates to your business in form or fashion. For example, an outdoor apparel company that gives 1% of their proceeds to environmental conservation projects.
Ensure that your brand values are aligned with the cause you choose. If you're brand promotes sustainability, you might not want to partner with an organization or cause that pollutes the environment.
Partner with a cause you and your employees believe in. Include your employees in the selection process — it’s a great way to gather ideas, boost morale and promote engagement in the brand’s cause marketing efforts.
Go beyond donating dollars by also donating your time, products & services. Money isn't always the answer. Consider donating any excess products, pro bono services, and volunteer work to the cause.
Work with your nonprofit partner to develop a plan that works well for both your brand and the cause. Having their full support and joint marketing efforts can only increase your success and exposure.
Step Three: Goals, Channels & Tactics
Now that you’ve identified your organization, how you will contribute to the cause, and received their blessing, set your goals for the cause partnership and outline how you'll get there. Here are a few things to ask yourself when completing the exercise (with example ideas):
Benefit: What will you be providing the organization or cause? Ideas:
Grants & Scholarships
Event Hosting & Fundraising
Volunteer & Pro Bono Work
Source & Logistics: Who will help you achieve this goal? How will they contribute? Ideas:
Will you donate a portion of your profits?
Will employees bring donation items to work?
Will you host a community drive for donations?
Will you partner with another brand to achieve your goals?
Will your brand spend a day volunteering at the organization?
Timeline: When will you hold each campaign? How long will each campaign last? Your goals can be monthly, quarterly, or annually based on what fits your budget & spending, campaigns, etc. and what's best for the organization.
Step Four: Spread the Word
Don't forget to tell the world. Here's a basic checklist to ensure you cover all the channels:
Social Media Posts
Family & Friends
Brands that Give Back
We highly recommend you check out these 29 companies that give back from Business Insider for some quality inspiration.
If you want more information or assistance with your Brand Strategy & Cause Marketing, have comments or additions, reach out to firstname.lastname@example.org — we'd love to hear from you.