Hurricanes & Cause Marketing

Thousands are still reeling from the aftermaths of hurricanes Helene and Milton. Mother Nature has once again taken her anger out on the human population, and while the future looks uncertain for many, cause marketing steps in as a valuable resource to not only help those in need but also build brand loyalty for those organizations inclined to assist.?

Triple-A names, including but not limited to Target, USAA, FedEx, and even Walt Disney, are rallying together to ease the burden of recovery on those affected by Mother Nature’s recent episodes. Efforts, so far, include collecting cash donations and sending expert volunteers to fill experience gaps and reduce the number of Google “how to” searches as much as possible.

But how can smaller, local businesses get involved in exercising some good ol’ CSR without damaging their bottom line? The answer is, well, still cause marketing, but you don’t have to go off and spend thousands to create an impactful campaign.?

“Our values should not get compromised because of the way someone else or some situation or circumstantial moment affected us,” says Do Good Points CEO Andy Choi in a recent LinkedIn post (check it out here ??).?

And he’s right: cause marketing, when done correctly, doesn’t require your business to be something it’s not. Above all else, it simply requires an illustration of empathy.

The Power of Cause Marketing

While the crux of cause marketing is to help a cause, it differs greatly from traditional philanthropy. Instead of simply raising money, it also brings attention to (and, ideally, helps grow) for-profit businesses.

The ultimate goal is to create a win-win situation for everyone: A charity gets money, a company gets more business, and customers feel good about supporting both.?

Benefits of Cause Marketing

When businesses take the time to integrate cause marketing into their CSR strategies, the benefits are plentiful, including but not limited to:

• Enhancing a brand’s reputation and image
• Increasing customer loyalty and engagement
• Improving employee morale and satisfaction
• Positively impacting communities

Companies have been using cause marketing for years. You’ve probably donated to or at least caught wind of organizations in need thanks to cause marketing efforts deployed by for-profit entities..

For example, Walgreens is a big supporter of Comic Relief, which aims to end childhood poverty. Every year, there is a Red Nose Day, and the proceeds from the clown noses Walgreens sells go to Comic Relief.?

And let’s not forget about those Dawn dish soap commercials (remember? The ones with the oily ducks being scrubbed clean?) Dawn has forged partnerships with International Bird Rescue and the Marine Mammal Center to clean up birds and marine life affected by oil spills and other man-made disasters.

Integrating Cause Marketing into Your CSR Strategy

The right cause marketing strategy begins with three important considerations:

1. Finding the right cause: What do you care about? What aligns with your brand values and also resonates with your target audience?
2. Developing a strategic plan: Outline the key steps involved in creating a successful cause marketing campaign. Set SMART goals, develop a realistic budget, and select the right partnerships.
3. Measuring your impact: Create a strategy for tracking and measuring the results of your cause marketing efforts to demonstrate ROI and inform future initiatives.

Do Good Points: Your Partner in Cause Marketing

Do Good Points was created to simplify cause marketing for companies and facilitate partnerships between businesses and nonprofits.

Our platform is simple to use, and our rewards program is designed to make it easy (and HYPE) for folks to donate.?

No matter if it’s hurricane recovery efforts, oily ducks, or something in between, Do Good Points is here to help small businesses make Doing Good easy and profitable.?

Get in touch today to learn more about us and how we can get you started with the right cause marketing campaign.