Empowering Brands with Purpose through Cause Marketing

Every organization has to consider how to promote their brands. And frequently, it takes brainstorming ideas and making adjustments to campaigns. It's something thousands, if not millions, of marketers, are doing worldwide—including in the social good sector. So, today, we wanted to remind you of cause marketing. If you're a member of a large nonprofit, the chances are that you know it. But it doesn't only work for large organizations. It can also work for small ones too, so here's what you need to know.

What’s Cause Marketing?

When people speak about cause marketing, what they’re referring to are partnerships, typically, between for-profit and nonprofits that are wins for both parties. It can also include partnerships with for-profit social enterprises. These partnerships involve marketing efforts and campaigns that aim to increase the for-profit’s sales or brand, while also promoting social good. The idea behind it is that people will support companies that do good in the world and that the cause will give a boost to fundraising revenue or demonstrate leadership.

There are various forms of cause marketing, including:

1.???? Point-of-Sale Campaigns: In these efforts, consumers support a nonprofit at checkout. You’ve probably seen it with “rounding up” purchases to the nearest dollar.

2.???? Percentage of Sale: In this cause marketing campaign, a business pledges a percentage of its sales during a specific period.

3.???? Licensing: An organization allows a company to use their logos and branding in exchange for a fee or a percentage of sales.

4.???? Message Promotion: A company uses its resources to promote cause-related messaging. That happens on social media , advertising and packaging.?

5.???? Employee Engagement: In this instance, employees volunteer at a nonprofit or donate to special campaigns. The fundraising may include matching gifts.

Why Social Good is a Boost to Business.

The digital era has pushed marketers and businesses to care about social responsibility. In challenging and disruptive times, people of all backgrounds need support. In fact, through our own experiences talking to our partners, we've learned that people care more than ever about brands that care about their customers.

Marketers have long understood that offering value and being socially responsible makes good sense. And it also ultimately impacts their bottom lines. As an example of brands' push toward social good, we can look at the fashion and clothing industry. Currently, it’s a $6.5 billion industry , and it's expected to grow to $15 billion by 2030.

As a for-profit social enterprise, our sustainability partners for sneaker recycling include many for-profit gyms and organizations looking to do social good. But there are plenty of other great cause marketing opportunities and partnerships. For instance, Bandcamp allows independent musicians sell their music directly to fans. That helps them make a living.

How to Create a Thriving Partnership.

Marketers know that each engagement, it’s an opportunity to inspire. It’s also a chance to share a compelling story and inform our audiences. That's what makes cause marketing a good approach for any brand. Doing marketing for social good involves the following to ensure a thriving partnership between two brands:

1.?Campaign efforts for social good need to be transparent. So, if a for-profit company is selling a product, it should say that it benefits a nonprofit or cause.

2.?A cause marketing campaign should leverage the media and social influence . In short, getting the word out helps others get involved.

3.?It is important to know that a brand shares your values when aligning with it. So, brands should do some due diligence.

4.?It’s important to track and measure any marketing campaign effort for social good. Therefore, look to ensure marketers and salespeople work in tandem.

5.?Finally, make it a point to see what works—and what doesn’t. Speak to customers and get feedback to make necessary adjustments.

Brands and marketers understand the skill of amplifying messaging to help the public with goodwill and inspiring messaging. Although there seems to be a lot of division, it's important to make a brand a driver for good. In other words, brands coming together can make a positive social good impact. In turn, that helps brands remain top of mind when consumers need your products or services—and when they’re inspired to make a difference.

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? 2024 Wayne Elsey . All Rights Reserved.