Why Cause Marketing Makes Cents
What in the World is Going On?! And how can I help?
In light of recent disasters and upcoming pink campaigns, let’s talk about cause marketing and why it just makes “cents.”
What is cause marketing?
Simply put, cause marketing is when you align your business with a nonprofit or cause to gain more exposure and perhaps raise funds to further their mission. In the process, your business gains exposure through a wider audience and potential customer base.
Popular causes are those that help alleviate poverty and/or hunger – especially for children; the environment and sustainability and improving education. Perhaps the one of the most visible cause marketing efforts relates to the month of October – when everything turns pink and businesses everywhere want you to know they care about breast cancer.
Why should I?
Every problem presents an opportunity. Homeless kittens and hungry kids might not sound like a warm fuzzy prospect to align with your business but if given the choice between spending your money with someone who openly seems to care for their neighbors and one that doesn’t, which would you choose?
According to Nielson market research study, nearly half of consumers surveyed worldwide said they were willing to pay more for goods and services from companies that are giving back.
More than half (55%) of global respondents say they are willing to pay extra for products and services from companies that are committed to positive social and environmental impact—an increase from 50 percent in 2012 and 45 percent in 2011.
This could mean an increase in revenue for your business
How does it work?
The sky’s the limit when it comes to ideas that can help others – mostly depending upon your time constraints and budget. There are plenty of simple, low cost ways to get involved such as:
Donations:
Donation bucket encouraging customers to participate
Percentage of sales donated to a cause
Donation matching of customers/employee contributions
Start a grant program or scholarship for employees or customers
Donation Items:
New items you sell or make
Services your company provides such as tax preparation or cleaning
Donation drive from employees or customers for new/used items
Volunteering:
Company workday at nonprofit site or site in need
Regular commitment to serve with the nonprofit
Help at an event such as a walk-athon or phone campaign
Serving on a board of directors
Where do I start?
These “opportunities” to help are literally everywhere – locally, regionally and globally.
Right now, it’s almost overwhelming. There are nonprofits and causes that are currently working all around the world that are addressing issues like:
• War overseas creating wounded veterans and refugees.
• Hurricanes Hugo and Irma creating total devastation in Texas and Florida.
• Wildfires in Oregon.
• School violence in Washington.
• Wildfires, suicide and meth orphans in Montana.
• Habitat loss or damage in the Yellowstone region. Limited housing options right here in our hometown.
• Cancer, domestic violence and addiction – perhaps right in your own home.
While these causes help those who are struggling with a problem, there are also great organizations providing something positive and fulfilling like the arts, music and culture, physical fitness; sustainable agriculture and activities for kids, elderly or disabled. There are a lot of good people doing great things in the world – why not make what you do every day a part of it?
