How Cause Related Marketing Can Drive Social Impact

Cause-related marketing, also known as cause marketing, pairs a 501 © non-profit with a for profit business to raise funds and awareness for a worthwhile charitable cause.  It is a win-win scenario – 1) the for profit business is positioned as a good corporate citizen dedicated to philanthropy and 2) the charitable cause benefits from donations.
 
Research shows the following key findings as it pertains to a company’s cause-related marketing initiatives.

• “Seventy-three percent of Americans consider a company’s charitable work when making a purchase.” (Source: Mintel)

• “Half (50 percent) of Americans say they would switch to a company that supports a a cause they believe in.” (Source: Mintel)

​

• “Nearly two-thirds believe it is a company’s responsibility to give back (65 percent) and to have a moral or ethical viewpoint (64 percent), while around half expect brands to improve the local community (53 percent) and to donate proceeds to charity (49 percent) (Source: Mintel)

 
In this blog, Allen Marketing Communications, Inc, a Non-Profit Cause Related PR Agency in NYC, shares insights on how companies, small and large, can include cause-related marketing as part of their overall strategy.
 
Cause related marketing initiatives are becoming increasingly popular among businesses looking to make a positive impact while also promoting their products and services. There are six different types of cause-related marketing initiatives: advertising, sponsorships, licensing, direct marketing, facilitated giving, and purchase-triggered giving.

• Advertising is one of the most common forms of cause related marketing initiatives. In this type of initiative, a business creates an advertising campaign that promotes a particular cause. The advertisement can be in the form of a print ad, television commercial, or social media post, among others. The goal is to create awareness for the cause while also promoting the business's products or services

​

• Direct Marketing provides a platform for a business to communicate directly with its customers about a particular cause. This can be in the form of a letter, email, or other communication. The goal is to educate customers about the cause and encourage them to take action, such as making a donation or purchasing a product. 

​

• Facilitated Giving enables a business to facilitate donations from its customers to a particular cause. This can be in the form of a donation button on a website or app, or through a point-of-sale system in a physical store. The business may also match a portion of the customer's donation.

​

• Licensing allows a business to support a cause or organization and creates a product that incorporates the cause's branding or messaging. The business pays a fee to the cause for the right to use its branding or messaging, and a portion of the proceeds from the product's sales are donated to the cause.

​

• Purchase-Triggered Giving allows a business to donate a portion of the proceeds from a particular product or service to a cause. The customer's purchase triggers the donation, and the business may also promote the cause through its marketing efforts.

​​

• Sponsorships enable a business to partner with a particular cause or organization and provide financial or other types of support. In return, the business receives recognition and exposure for its brand.

 
Choose A Charity That Suits Your Brand
Finding a cause that complements your brand is the first step in integrating cause marketing into your plan. Companies should choose a cause that appeals to your target market and is consistent with the principles of your brand.

​Align With A Charitable Organization
The next step is to collaborate with a nonprofit organization that supports the company’s core values. Choose a charity that is well-known in your area or whose goals are consistent with your company.

Create A Marketing Strategy
It's time to make a marketing strategy with a Cause Related Marketing PR agency in NYC. You should have a budget, marketing materials, and an event schedule in your strategy. To reach a larger audience, make sure your marketing strategy incorporates both print, broadcast and online media.

• Authentic and genuine communication is key to the success of your company’s cause marketing communications – media relations and social media.  It is important to support causes that align with your company's core values.

• Leverage influencers to spread the word about a specific cause or to motivate their followers to take action.  Once again, it is important to make sure that the influencer's values match those of the cause being promoted is crucial when utilizing influencers in this marketing effort. By doing this, authenticity will be enhanced and allegations of "greenwashing" or "cause washing" would be avoided in the cause-related marketing campaign.

• Use augmented reality (AR) to develop engaging experiences that promote a certain cause. This might include developing augmented reality (AR) applications that enable users to see the effects of deforestation in a specific region or developing virtual reality (VR) experiences that transport users to areas impacted by environmental catastrophes.

• Embrace technology to simplify the process for customers to support a cause. For instance, businesses may develop mobile applications that let customers join petitions or donate money from their devices.

• Use LinkedIn to promote non-profit goals and to expand your network of potential donors and supporters. Research shows LinkedIn will replace Facebook as the social media network used by organizations and nonprofit professionals.

 
Allen Marketing Communications, Inc. team of non-profit specialists can help companies develop successful cause-related marketing campaigns. Give us a call.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.