Cause marketing campaigns enable brands to give something back to make a real difference to their customers. In recent years we’ve seen companies in almost every sector grasp the opportunities that the socially responsible marketing strategy presents. And the results have been staggering.
If you’re looking for a new, intriguing way to entice customers while also doing some good (and moving up in the search engine results!), cause marketing could be the answer.
Read on, and we’ll explain more about how cause marketing works and why it’s proving irresistible to brands and consumers alike.
What is Cause Marketing?
Cause marketing sees brands partner with causes that matter to them to raise awareness of the causes in question – and offer real support.
In cause marketing campaigns, brands connect with a charity or an important issue, helping to fundraise and get the public talking.
Brands using cause marketing campaigns will sometimes pledge to donate a percentage of their profits to their chosen cause. They might also offer support to those affected by the issue in question, offering apprenticeships or roles within their organisation to those in need. Brands will sometimes also help with event planning, advertising and donations.
In a best-case scenario, the cause will be relevant to the brand and, therefore, more likely to resonate with its target market. Relevance is key to the authenticity of the cause marketing campaign. Success does depend on it.
How Cause-Related Marketing Works?
Cause marketing works through establishing partnerships between big name brands and charitable organisations. If a campaign is successful, both parties stand to benefit considerably.
Brands will usually enjoy a boost to their reputations and an uptick in customer retention thanks to their charity marketing efforts. Charitable partners, meanwhile, tend to be offered support in terms of funding for the duration of the campaign. This will usually be a part of the brands’ profits, or it might be all profits from a particular product line.
It’s not just the money raised through the cause marketing campaign that benefits the charities. Organisations will usually get a further boost thanks to increased exposure, new fundraising opportunities, and increased much-needed volunteers and supporters.
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How to Build a Successful Cause Marketing Campaign?
If you’re thinking of showcasing your corporate social responsibility with a cause marketing campaign, take a look at our step by step guide to executing your marketing plan.
Step 1: Choose your cause
The first and most crucial step is deciding on your cause.
The cause you choose must be relevant to your brand so that your decision to support it feels authentic. Think about the causes that matter most to your target demographic, paying careful attention to those that might be lesser-known and in need of exposure.
Step 2: Establish your support
Once you’ve chosen a cause, it’s time to think about what you will do to help.
There are several ways in which brands can support charitable causes. Of course, you could pledge to donate a certain amount of money or a certain percentage of your profits from a product or service. But you could also provide support in terms of your own experience or offer the expertise of your skilled team members, using anything from video calls and workshops to mentorship programmes.
Consider what you have to offer and how it could make a difference to the charitable organisation you’ve decided to support. Get your whole team on board; you might be surprised by some of the new ideas they come up with.
Step 3: Spread the word
So, now you know which nonprofit organisation you’re supporting, and you’ve got a good idea of how you can help. It’s time to start communicating your message.
Use your channels to get your audience involved. Create content marketing campaigns and share them via social media. Design targeted newsletters and start sharing content wherever you can.
Motivate your audience to join the movement by donating, participating in a fundraising event or simply sharing your message with their friends and family. Even simple actions like hitting a share button can make a real difference at this point. Remember, customer experience remains vital, so use your marketing skills to create an experience your audience will want to engage with.
For more ideas on how to promote your campaign, take a look at these cause marketing examples by Don’t Panic London.
Step 4: Plan your promotion strategy
As interest builds around your campaign, you’ll need to go one step further to capitalise on what your team is doing.
There are many ways to make the most of your cause marketing campaign. You could send out joint press releases, tag each other in social posts, film interviews and show your audience what a difference their support makes. Promote your partner charity or not-for-profit on social channels. Keep an eye on how your campaign is progressing.
Publish blogs on your own and the charity’s websites and share content to continue building interest in the campaign. Don’t stop talking about it!
Learn More About Cause Marketing
The success of a cause marketing campaign lies in its planning, so don’t be afraid of spending too much time perfecting your strategy. When your plan starts coming together, you’ll be ready to make some noise about a cause that matters to you while also offering real support to the cause in question.
To learn more about cause marketing and how it works, visit dontpaniclondon.com. The London-based creative agency does advertising differently by working with brands to identify and activate their social purpose. Take a look at some of the company’s recent cause marketing case studies to find out more.
