In this generation of social activism, consumers are trying to be responsible citizens of the world, and they expect the same from your business. According to a Nielsen Global online survey, 56% of consumers are willing to pay more for products from brands and companies that demonstrate a commitment to a social cause.
What is Cause Marketing?
Cause-related marketing is different from supporting a charity. Cause marketing is embodying a social cause and fully incorporating it into your business culture. Once you adopt a cause, really make it a part of your ongoing effort to improve the engagement of your employees and customer base.
Supporting a cause in this comprehensive way is good for your customers, and grows loyalty among your employees. It gives them the opportunity to feel like more than just an employee. It enriches the workplace experience and gives them a satisfaction beyond money. The younger generation wants more than just a paycheck. They want a career path with an organization that inspires them.
How to Build a Successful Cause Marketing Campaign
- Choose a cause you are passionate about: Consider choosing a non-profit that relates to your company and it’s products. Make the cause personal to you and your mission.
- Contribute more than just money: Recognize the needs of your cause and adjust your resources to me those needs. Get your employees involved on the ground-level and give your time, energy, and care in addition to dollars.
- Collaborate with the cause on a program or event: Work with them to define the best and most helpful strategy. Funds and exposure can only go so far.
- Get the word out on social media: Generate a solid media plan to reach your audience in the most effective way. Choose your target group and reach them using the appropriate methods.
- Motivate your audience: Create a donation platform or event to engage your audience to participate in a meaningful way.
Get Involved in Your Community
Cause marketing also inspires other businesses in the community to do the same kind of work. Jody Devere, CEO of AskPatty.com, an online interactive training platform says, “It’s really being a good community citizen and a valuable corporate entity. If they’re a standalone point, I would definitely look in their own local market, and really do some research into [the community’s] needs. Where are people really struggling?”
In your neighborhood, there are veterans, a homeless population, and families in crisis. And these groups need help and assistance year round. They also need more than just money. With the involvement of your staff, you’ll not only have the satisfaction of improving your community; you’ll also have less employee turnover and a loyal customer base.