In a world with an ever-increasing emphasis on social responsibility, it is becoming even more important for businesses to focus their marketing efforts on campaigns and strategies that revolve around creating positive change in their communities. Cause marketing, which refers to a type of marketing that involves the cooperative efforts of a for profit business and a non-profit organization for mutual benefit, is now the norm in 2015. Consumers want to know that your business values supporting other great organizations and is interested in the common good.
According to the 2013 Cone Communications Social Impact Study, 89% of U.S. consumers are likely to switch brands to one associated with a cause, given comparable price and quality. Even more intriguing, 42% of North American respondents reported they would pay extra for products and services from companies committed to positive social and environmental impact.
These numbers are not to be ignored. Cause marketing can easily be a win-win-win situation if done correctly. Your business receives positive PR, an amazing non-profit receives much-needed support, and your customers feel great about supporting a business that is concerned with making a positive impact. If you want your business to be relevant and profitable, it pays to look into the benefits of cause marketing.
Here are a handful of ways to launch yourself into becoming a successful cause marketer:
1. Give to what matters
It is important that you love the organization that you are supporting just as much as your employees or your customers. Choose an organization that you feel proud to be a part of, and you’ll be even more excited to make a difference in your community. What type of organization would you love to start supporting?
2. Select a cause that relates to your business
There are an incredible amount of amazing non-profits that need your support, but be sure to select an organization that makes sense to support. Do the values of this non-profit align with the values of your business and its individuals? For example, when Procter & Gamble’s Olay brand skin-care line partnered with the American Society for Dermatologic Surgery, its campaign goal was to inspire women to protect their skin from the sun. PR support yielded widespread broadcast, print and online coverage, helping the program attract more than 9,000 individuals for free skin-cancer screenings.
3. Give more than just money
While it is extremely beneficial for non-profits to receive financial support, consider giving more than just something monetary. Volunteer your time and skills to give a non-profit a much-needed edge so they may be able to serve their clients in ways they may have never imagined. Round up your employees and choose to volunteer for a day. You can even create a marketing campaign or volunteer your bookkeeping knowledge. Feel free to think outside of the box to allow yourself and your employees to get even more involved and make an even bigger impact.
4. Make your partnership official
Discuss how you can help a non-profit get the word out about their organization via social media, email footers, space on your company’s website, or even through professional videos. Don’t forget to ask the non-profit to do the same for you. This is a partnership that should benefit everyone involved, so don’t be afraid to ask for some teamwork on their part – most non-profits will be happy to help.
5. Launch a marketing campaign
Non-profits are always struggling to raise financial support – this is where your business can help immensely. Launch a thought-out marketing campaign to share what your organization is doing, the mission of the non-profit you are supporting, and a prominent link for viewers to click on that will educate them of how they can get involved either financially or as a volunteer.
If you are interested in enacting change in the community of Denver and partnering with a non-profit, contact us to set up a meeting. We would love to connect you with non-profits that are doing amazing things in the city of Denver.