Cause Marketing –– How Giving Can Give Back
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It’s that time of the year when we all feel the philanthropist in us calling to help others in need. During these tough economic times it is not difficult to find worthy targets for our generous hearts. Most people donate cash, food or even their time to help those in need. We want to do these charitable labors and that’s awesome! Some feel it’s not sincere if our efforts are reciprocal, meaning both sides receive something, but that’s not necessarily true. There are many instances where giving can give back and everybody benefits.
Cause marketing is a term that refers to businesses partnering with non-profit organizations for the mutual benefit of both. It’s not a check that was written and sent for the purpose of sending out a press release or getting a tax write off, it’s a genuine relationship created between the company and its charity of choice to work towards a meaningful positive result.
Some non-profits in the children’s industry that companies have partnered with are Kids in Distressed Situations (K.I.D.S.), Soles4Souls and First Candle. These are all worthy charities among others. If this sounds intriguing to you, keep in mind that creating your cause marketing program is something which requires thought and planning to ensure that your efforts achieve the maximum benefits for both your business and the charity you are serving.
Finding a Non-Profit with a Good Fit for Your Business
Deciding which non-profit to partner with is an important decision. The charity you choose should be one that clearly makes sense. Finding a charity with a personal connection to the leaders of your business would be ideal. Is there a cause that you have experience with? If so, make sure to share your story and why this particular charity has meaning for you and your business. This will not only connect your relationship with that particular organization in the minds of others but also help those with similar experiences identify with your business in a whole new way.
If you don’t have a personal experience to draw from, and many don’t, then select a charity that compliments your company’s products or mission, so there is some level that you both have in common. For example, a shoe company might partner with Soles4Souls or food/beverage company might partner with Three Square.
Determining How to Best Serve Them
Once you’ve identified a charity, the next step is determining how you are going to assist them. Will it be financially, with in-kind gifts or possibly with other company resources such as employees donating time or running a fundraiser? However, you choose to serve is up to you and the extent to which you give is also up to you.
Working with a charity should not be drain on your company and its resources. Just reaching out and sharing in whatever way you can within the community is important. As the old adage goes, every little bit helps. So don’t feel intimidated thinking you have to overdo it for your efforts to have an impact.
Communicating your Relationship
Sharing your relationship with a charity, as well as your gifts, whatever those may be, is one way to generate goodwill among potential and current customers. People like to hear that companies are sharing their good fortune. This adds a human side to the business and creates a new facet from which customers can relate to your company.
You can even involve your customers in the giving process allowing them to also share in the experience. Examples include promotions where a portion of the transaction goes to charity; or inviting some other activity on their part, such as liking your Facebook page (where likes equate to some monetary amount to be donated). You will find you will be most successful when your make your charitable efforts a company-wide, if not customer-wide event. People, in general, like to be included (or at least invited to be included), and when they are the results are always more fruitful.
One last note on communicating your cause marketing efforts, try not to neglect social media. Facebook®, Twitter, and You Tube among others are great vehicles for promoting your philanthropic efforts to the public at large. Social medial is excellent medium to spark viral activity. Post a You Tube video on Facebook® , start a dialogue on Twitter about your cause or blog about your companies charitable endeavors. Engaging and involving others through the social media sites is a great way to introduce and endear them to your company while possibly even educating them about your cause.
Creating Goodwill through Cause Marketing
Your company’s involvement in charitable activities and the communication of your efforts will generate goodwill among your customers. This may not translate into revenue immediately but will make a favorable impression that may just lead to a referral or patronage of your business in the future. Giving back is an endeavor that is supported by a large majority of people and when evidence is presented that a company is doing just that, positive impressions are made that will only serve to benefit the company.
All of this aside, the experience of helping others has many rewards of its own in ways one would never imagine. If your company can support a cause I encourage it. Look for a cause that has some special meaning or connection to your business or its leaders. Don’t be shy about your good deeds, share them! Telling, involving and letting people share in your efforts will only serve to create a bond between your business and them. Cause marketing may sound impersonal but can really be very meaningful if you choose to participate.
About Insights Discovered
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Based in Las Vegas, Nevada, Insights Discovered was founded by Penny Redlin in an effort to share her professional expertise within the children’s product category. The company’s mission is to give every mompreneur an opportunity for success. Insights Discovered exclusively services children’s products brands. The specific industry focus demonstrates a strong dedication to the unique needs of children’s products companies. Insights Discovered offers strategic planning, market research and traditional marketing services.
For more information, visit www.insightsdiscovered.com or call 702.218.5707.
