Since nonprofits typically have a limited budget for marketing, getting a small business or corporation to partner with them can help get information about their efforts and their cause out in front of consumers they might not otherwise reach.
However, there are also huge benefits to the corporate partner. A successful cause marketing campaign can bring many benefits, from generating new leads to creating loyalty and trust among your customers. Done properly, cause marketing will help both your business and your nonprofit partner. A cause marketing campaign should reflect the values of your company and your customers. While there are examples of successful partnerships between organizations with nothing obvious in common, cause marketing will come off as more genuine if the cause is related to your brand in some way.
Knowing your audience and constructing a campaign around their values will not only help the nonprofit you are involved with, but will also increase loyalty to your brand. Their passion will show through their work, enhancing the outcomes for the nonprofit. Furthermore, many small businesses might not have the budget to write a large check. Luckily, businesses and marketing departments have more to offer than just money. However, even monetary support can be funded in a variety of ways.
For example, your company could create a promotion that donates a certain amount to a nonprofit for every sale you make on a specific product or service. Your audience can be a driving force in your cause marketing campaign if you let them. By using social media or creating a custom-built landing page, you can motivate your audience to participate in many ways. Using customer relationship management CRM software can help you pursue the right audience for your cause marketing while raising awareness for your nonprofit partners.
It can also help ensure you follow up and create personalized messages of gratitude and appreciation. Messaging and outreach that validates these feelings can be a great way to drive engagement.
The campaign will likely get more traction if both you and your nonprofit partner are promoting it. Strategizing with your nonprofit partner can help ensure both of you will get the most out of the partnership. Some of the most successful cause marketing campaigns developed omnichannel marketing strategies to increase awareness and exposure. In some states, co-venture contracts must be submitted to state charity officials for review. Typically, any required paperwork must be filed within a specified time period before the campaign launch.
The data is irrefutable. Consumers want to buy from companies making a difference in the world and give back to societal causes.
Cause marketing is a win-win proposition when orchestrated properly. A holiday season campaign that pulled all the right heartstrings gave away warm coats and hot chocolate to poor Americans. The campaign was organized as a truck tour that traveled across seven states armed with cups of hot chocolate, over gingerbread cookies, and 20, pre-owned winter coats.
The event was a big hit, largely due to the social media outreach and emotional appeal. Brandwatch reports that Walmart partnered with the nonprofit organization Feeding America for this campaign. As a result, Walmart took an active role in educating shoppers and consumers online and in the store about the number of Americans who worry about whether they will have enough to eat from day to day.
In addition, Walmart harnessed the power of social media and donated 90 cents to pay for food for the disadvantaged for every relevant FightHunger hashtag posted. Additionally, Walmart partnered with influencers to spread the word. As a result, the campaign ended with an impressive 80, people involved with the Snapchat filters. Statistics speak volumes about the social impact of cause marketing and why corporate brands are lining up to find the best way to make it work for them. Below are some numbers worth mentioning.
Skip links Skip to primary navigation Skip to content. Select an appealing cause for your campaign. Set a goal. Strategically select a good time for the campaign. Get your customers involved. Use a variety of media to reach the most people.
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One example is the Product Red campaign, which California politician Robert Shriver has led and U2 lead singer Bono has promoted since its launch in By purchasing select Product Redbranded items from companies like Gap Inc.
Consumption philanthropy seems like the ideal solution to many of the problems our society faces today. It allows charities to raise much-needed funds and to educate consumers. It helps corporations increase their profits, bolster their reputations, and distinguish their brands. And it lets consumers feel that they are making a difference in the world. On the surface, all seems rosy. Yet lurking beneath this rosy surface are some disturbing consequences of combining consumption and philanthropy.
I do not mean the often-cited risks of cause marketing, which include misalignment between the charity and the corporate sponsor, wasted resources, customer cynicism, or tainted images of charity. Most critiques of consumption philanthropy focus on these pesky problems of execution without questioning its basic underlying assumption—that consumption philanthropy, if done well, would do good for all.
I disagree with this assumption. Consumption philanthropy individualizes solutions to collective social problems, distracting our attention and resources away from the neediest causes, the most effective interventions, and the act of critical questioning itself.
It devalues the moral core of philanthropy by making virtuous action easy and thoughtless. And it obscures the links between markets—their firms, products, and services—and the negative impacts they can have on human well-being. For these reasons, consumption philanthropy compromises the potential for charity to better society. Strategies that combine consumption with philanthropy have skyrocketed in the last two decades.
At the same time, consumers increasingly demand that companies practice philanthropy and social responsibility.
As a growing body of research attests, consumption philanthropy does offer short-term benefits. Many corporations that sign on for cause-marketing campaigns enjoy higher sales and wider publicity for their products and services, improve their image with consumers, expand their markets, and boost employee morale. For example, cosmetics giant Avon Products Inc. For instance, the Susan G.
Consumers also seem to win from participating in cause marketing. They get additional information about a charity or cause, as well as a convenient way to spend their disposable income on charitable causes. Yet the long-term effects of consumption philanthropy are troubling. The first of these effects is that consumption philanthropy—which usually takes place as individual market transactions—distracts its participants from collective solutions to collective problems.
That confidence stems from the ideology of neoliberal economics, which prevailed worldwide—at least before the current economic collapse. The primary goal of people in marketplaces is to make choices that fulfill their self-interested, individual material needs and desires. And unlike citizens who share in the collective authority, responsibility, and dignity of public life, individual consumers have little reason to wonder how larger political-economic structures might create social problems in the first place.
University of Toronto management professor Sanford DeVoe and his colleagues, for example, have shown in laboratory experiments that participants are less likely to volunteer for a charity after calculating how much money they earn per hour than they are after merely reporting their annual salary.
The research evidence also shows that individualized consumer approaches to philanthropy actually shift giving away from more collective approaches. Professors Karen Flaherty, currently at Oklahoma State University, and William Diamond of the University of Massachusetts Amherst found in a study that cause-marketing campaigns hinder future donations to charities because consumers think that their purchases are donations.
Likewise, findings published in in the Journal of Marketing suggest that consumers who support socially responsible companies believe that they have already done their philanthropic share. Consistent with these findings, Zimmerman and Dart tell the story of a person who attended a book sale held by a nonprofit organization.
The person bought a hot dog, a drink, and a couple of books at the event. When the nonprofit asked for donations, the attendee demurred, thinking that the purchases were a sufficient contribution to the organization. Consider the many pink ribbon campaigns for breast cancer, for instance.
Since , when the first pink ribbon was handed out at the Susan G. The sheer volume of pink products seems to lead many consumers to believe that breast cancer is the most pressing health problem facing women today. Yet the most recent data from the U. Centers for Disease Control and Prevention show that the leading cause of death among women in the United States is heart disease, not breast cancer.
And although cancer is the leading cause of death for women ages , breast cancer is not the most common form of cancer among women skin cancer is , nor is it the leading cause of death among women diagnosed with cancer lung cancer holds this distinction. Because of the success of cause marketing for breast cancer, however, breast cancer-related organizations receive attention that is disproportionate to the scope of the disease.
As consumption philanthropy becomes ubiquitous, some observers worry that it may, in the long run, have exactly the opposite of its intended effect and will desensitize the public to social ills while decreasing other forms of philanthropic action. One of the redeeming aspects of consumption philanthropy is that it makes philanthropy simple and convenient. As I do every weekend at the grocery store, shoppers can protect the Earth, promote world peace, and fund a network of otherwise unnamed charities without deviating from their routines in the least.
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