Cause marketing isn’t a new thing. It’s actually been around since Marriott Corporation partnered with the March of Dimes in the 1970s. But it may be more important today than ever. Not because causes are more important now, rather it’s more important for brands to support them. Why? Brands need a way to cut through the noise and connect with consumers on a more purposeful level. Doing good for others certainly fits that bill. Here are tips to get you started.

What is a Cause Marketing Campaign?

Cause marketing in and of itself is a cooperative effort between a for-profit brand and a non-profit for the mutual benefit of both. The benefits include increased connection with consumers and increased awareness of the cause as well as profit. A cause marketing campaign is the implementation of that effort with the goal to increase sales for the brand while also increasing money contributed to the non-profit.

Keep in mind that cause marketing campaigns don’t have to focus on just national or global causes. They can and should focus on local causes as well.

The Impact of Cause Marketing 

So how much impact can cause marketing really have for brands? Quite a bit actually. In fact, a Mintel study shows that 73% of Americans say a company’s charitable giving affects their purchase decisions. Not only that, 50% of Americans say that they would switch to a company that supports a cause they believe in and that stat rises to 61% for Millennials (aged 24-41).

But it’s not just that consumers think it’s nice for brands to support causes. It’s increasingly becoming an expectation. That same Mintel study found that nearly two-thirds of Americans believe it is a company’s responsibility to give back (65%), while around half expect brands to improve the local community (53%). 

Cause marketing has even become so important there’s an actual day devoted to it–Giving Tuesday. It’s a day that not only encourages all people to do good by donating to causes that are important to them, many brands partner with those nonprofits to match a certain percentage of donations they receive that day. It’s hugely impactful for consumers, nonprofits, and brands alike! 

How to Do Cause Marketing

So, how do you create a successful cause marketing campaign? Start right here:

  • Authenticity: We encourage all R clients to give back with a cause that speaks to their mission because, above all, your campaign must be authentic to resonate with consumers. Ask yourself, is there a non-profit that aligns with your goals as an organization?
  • Audience: Next, consider the target audience for your brand. Are there causes that are more likely to speak to them and/or that they may already support? Ideally, the cause that you choose will align with your mission and the interests of your target audience.
  • Collaboration: Most non-profits are thrilled for any support, but collaboration can maximize the effectiveness of your campaign as it can give you insight on what’s worked and what hasn’t in the past. Not to mention to help you get the message right!
  • Timing: Not only when to launch but also the duration of the campaign. Typically up to 2 weeks gives you enough time to generate excitement and to hold your consumer’s attention. Then consider if there a certain time of year in which your cause is more urgent?
  • Branding: Go beyond simply putting a non-profit’s logo on your marketing materials. Think about a cohesive strategy across all your platforms. Create a hashtag and content to share as well as perhaps even a logo and/or specific design for the campaign. The idea is for the campaign to stand out while complementing your brand and keeping consumers engaged.
  • Call to Action: Consumers need to be able to quickly understand the ‘why’ for the campaign and what you want them to do. So, make sure there is a clear call to action at each touchpoint. This will also help you quantify the success of the campaign later. 
  • Share the Results: Another connection builder with consumers is to share the results of the campaign as well as its impact on the cause. And thank them for their contributions! This creates trust that you did what you said you would, and who doesn’t like appreciation?

Cause Marketing Campaigns in Action

Here are some favorite cause marketing campaigns from R clients:

This year’s Giving Tuesday is coming up on December 1 which means now is the perfect time to create your cause marketing campaign. We’d love to help—click HERE to schedule a FREE Discovery Call today!