Cause marketing can work in both tangible (generating business) and intangible (creating goodwill, giving back) ways. And although big companies have perfected the process of linking with a cause as part of their marketing mix, the reality is that any kind of business can do it effectively, regardless of type, size, location or prominence.
Whether or not you’ve tried cause marketing in the past, it’s more important than ever to understand it and to incorporate some form into your marketing efforts. Why? Because your customers want you to. See, among today’s customers, it’s no longer enough to offer quality/value/convenience/service. Those things are non-negotiable, of course. But customers are also looking to businesses—all kinds, all sizes—to be giving back and doing good…to be providing real support to communities, charitable groups and worthwhile causes.
At its most basic, cause marketing involves partnering with a charity, non-profit or social cause for mutual benefit. But it can also be more complicated than that. You’ll hear terms like cause branding, social good and social responsibility, among others. These are all different but intersect and overlap. There’s some great insight on the Selfish Giving blog, written by the author of Cause Marketing for Dummies. While you’re at it, check out the Cause Marketing for Dummies cheat sheet.
Cause marketing is an area where small businesses can really shine. It can be pretty inexpensive and very effective without a giant marketing machine behind it. But it does take thought and planning. This is one area where you do not want a misfire!
A word of caution: Don’t jump on the bandwagon of a cause du jour. Case in point: How many hundreds (or thousands?) of businesses have teamed up to raise money for breast cancer research. Worthy, yes. Differentiating, no. And now, there’s even some backlash because so many other diseases and causes are being overlooked. The basic message here? There are so many great causes; find one that is worthy and appealing, and one that you can make your own.
There are two non-negotiables for cause marketing that must also be the pillars of your campaign:
- Commitment. Go all in. Follow through. Sign up for the long haul.
- Authenticity. Of course the cause marketing efforts benefit your business. But there also needs to be a genuine desire to help behind it. Clarify your objectives before you commit.
If you’re thinking seriously about incorporating some cause marketing into your plan, be sure to consider the following:
- Choose a cause that’s complimentary to your business.
- Talk to several different charities about how different partnerships could work.
- National vs. local? There are pros and cons to each.
- Know your customers. Choose something they can really relate to and get behind.
- Promote! Social media, especially location-based media, is a natural.
- Involve your employees early on.
- Promote your results.
Get feedback, from all stakeholders to employees to customers to your “cause” partner to the community at large. This will be the foundation that guides and shapes your future cause marketing efforts.
Image courtesy of winnond / FreeDigitalPhotos.net
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