Session 4

Cause related marketing isn't a new concept. What is new, however, is the fact that the current generation of consumers is demanding it from businesses more than ever.

In this age, brands must compete on more than just price, placement, and quality. In a global study, 91% of consumers said they were likely to switch to a brand that supports a good cause, given similar price and quality.

It Allows the Business and Nonprofit Organization to Reach a Wider Audience

Both of them can tap into each other's audiences

It benefits both the business and the cause

Starbucks example: Starbucks teamed up with CI to help farmers run more sustainable operations. The effort helped more than one million farmers and helped Starbucks as well because they can now boast that they’re the largest coffee retailer to use coffee that is 99% ethically sourced

It Builds a Connection Between the Corporation and the Cause

A successful cause marketing campaign should build a connection between the business and the cause it sponsors. All this means is that the cause the business is marketing toward should be somehow related to the business and/or products itself to create brand connection.

It Enhances Customer Loyalty

Customers tend to believe that when a company donates some of its hard-earned money to a worthy cause, that company is more deserving of their business as opposed to a company that just continues to keep all their profits for themselves. Not to mention, consumers get to feel like they’re also making a difference by supporting a company that aids a nonprofit organization and/or a good cause. That, all on its own, is enough motivation to get them to keep coming back for more.

It Boosts a Company’s Public Image

A business’s brand perception is one of the most important things that effects their profits; it’s extremely important to have a positive public image.

Also keep in mind that if your product doesn’t necessarily stand out from the competition, embracing cause marketing could be your solution. This might be an excellent way to boost your brand perception and also show how your company differs (in a positive way) from the others in your line of work.

It Builds Employee Morale and Improves Employee Productivity and Teamwork

Businesses like Salesforce—which gives its employees paid time off to volunteer and grants to use towards nonprofit organizations—are gaining more and more popularity among millennials searching for employment. If you have the budget to put something like this into effect for your business, it will more than likely pay off in an increase in employee loyalty and morale in the end.

6 Steps to Creating a Successful Cause Marketing Campaign

• Choose a Related Cause to Support
• Choose a Cause You Feel Passionate About
• Create a Simple but Memorable Message
• Give More Than Just Money
• Create a Strong Advertising Campaign
• Create a Hashtag

What not to do:

1) Don't be a hypocrite and fake your concern

In this age where tools like social media and the Internet are powerful drivers for engagement, authenticity matters. Consumers today are increasingly becoming wary and can see through stunts that don’t align with a brand’s values or cause.

To carve a permanent space in your target market’s hearts and minds, put your money where your mouth is. Alignment is necessary to ensure your brand’s socially-minded efforts remain authentic.

2) Don't randomly choose any cause

Note that some of the most successful CRM campaigns existed between causes and businesses that are somehow related. Choosing an unrelated cause will do your business no good. Your message will fall flat if you’re simply trying to copy others around you and it won’t have the impact you imagined.

3) Don't simply make a statement

Simply stating that your business supports a cause or making an ad around it will not stick with your customer for too long. Think long term and plan on making an actual difference. Numbers speak volumes!