Consumers today want businesses to have greater social responsibility. These changing expectations have contributed to the rise in popularity of cause-related marketing—a marketing strategy that gives relationships with nonprofits and causes top priority. You as a business owner are probably considering whether it would be advantageous for you to use this marketing tactic. The essentials of cause-related marketing are covered in this tutorial, including its social marketing campaign and example of how to run it.
Cause Marketing
Cause marketing is a strategy where commercial and non-profit organizations work together to develop campaigns that boost sales and promote social change. In its marketing initiatives, it conveys messages about activism and corporate social responsibility. This tactic enables a business to enhance the perception of its brand, distinguish itself from rivals, alter consumer behavior, and build solid relationships with communities.
What Makes Cause Marketing so Essential?
People are becoming more and more aware of social and environmental issues. Cause marketing enables businesses to increase client retention and loyalty while raising awareness of issues in our community. It’s advantageous for society and the company’s earnings. This strategy includes campaigns to support charities and social communities as well as partnerships between for-profit and nonprofit organizations.
Benefits for Using Cause Marketing
For nonprofit organizations with typically constrained funds and resources, cause marketing is a great idea. It aids NGOs in building their brand and bringing awareness to the issues they address. Additionally, this strategy has advantages for the corporate partner as well. In favor are:
- Positive brand image;
- Social responsibility;
- Competitive advantage;
- Strong relationships with communities;
- Conscious employees;
- An increase in sales volume;
- Customer loyalty and trust
- Satisfied customers’ expectations.
How Can You Build a Successful Cause Marketing Plan?
Your campaign’s success will depend on how you design it. We’ll help you through the process of creating a flawless campaign that encourages people to act responsibly toward others.
- Choose the cause. You must choose the issue to raise once you have decided to implement a cause marketing strategy. Think about your company when making your choice. Choosing a cause that is relevant to your profession is always a smart idea.
- Specify your aims. After deciding on a cause, it’s time to consider your ambitions. Determine what objectives you have for this campaign.
- Pick the ideal moment to act. You should plan your event during the ideal time of day and make efficient use of your resources. Time is influenced by a variety of variables, including corporate schedules, campaign-related days, and the time of year.
- Include the public. You must persuade as many individuals as you can to take part. You can do it in a variety of ways, chiefly with the aid of social media. Use your social media networks to advertise your cause marketing campaign to engage the public.
- Use marketing avenues. As we’ve already discussed, using marketing channels is one of the best ways to engage consumers. Customers can learn about your campaign through emails and messengers, as well as through well-known social media platforms like Facebook and Instagram.
- Implement a CTA that is obvious and concise. Ensure that every communication you send contains a clear call to action. Consumers will back your cause by contributing to it and spreading the word.
Cause Marketing Example
Businesses have successfully launched campaigns by collaborating with organizations as customers increasingly hold them responsible for social responsibility. Let’s go over the cause marketing example:
#1. Yoplait Save Lids to Save Lives
In order to generate money for the Susan G. Komen Foundation’s fight against breast cancer, Yoplait launched the Save Lids to Save Lives initiative. They made some of their yogurt lids pink and urged people to turn them in to raise 10 cents each. Yoplait harnessed the national popularity of the Susan G. Komen Race for the Cure and supported the project with sponsored and earned media. It even expanded to other General Mills trademarks, including Cheerios, Nature Valley, and Betty Crocker. The campaign brought in approximately $26 million in total.
#2. Red Nose Day & Walgreens
Red Nose Day and Walgreens have teamed up to raise money for underprivileged kids. During the annual 6-week campaign, Walgreens sells recognizable red noses, and patrons are urged to take pictures with them and wear them to other Red Nose Day fundraising activities. Celebrities and other influential people are made aware of the campaign using the power of social media marketing, and all profits are given to the foundation.
#3. Buy a Pair, Give a Pair by Warby Parker
Warby Parker continues to engage with numerous healthcare and medical groups to distribute spectacles to individuals in need. They also impart basic eye examination techniques to their nonprofit partners, and they provide free glasses to children who are visually challenged so that they can more easily complete their schooling. To offer free vision screenings and eye exams to schoolchildren, they have collaborated with organizations like VisionSpring and developed initiatives like Pupils Project. Warby Parker has reached customers in more than 50 countries because of these collaborations.
#4. PurposeFULL Cause Marketing Campaign
In order to feed children in America, Share Our Strength, a nonprofit organization, and Arby’s joined up to create this initiative. A point-of-sale promotion called PurposeFULL asks customers to make a donation when they purchase something from Arby’s. Customers can supply food for 10 meals by donating $1. Customers can concentrate on the support because of the low donation threshold. Arby’s has already raised more than $15 million for the cause.
Customers hold businesses accountable, and many decide to take part in corporate social responsibility activities. Customers nowadays are more concerned with where their money is going and more informed about business practices than ever before. Businesses that choose corporate social responsibility can match their objectives with improving the planet.
Cause Marketing Campaign
Cause marketing tries to promote non-profits and deserving causes and raise money for them while promoting business through campaigns. Brands can broaden their appeal while fostering positive consumer sentiment by supporting a good cause. Cause marketing has become more popular in part because most consumers can see the advantages such campaigns are having for the charities they support. Over the years, many firms have benefited from cause marketing, creating memorable campaigns that support deserving causes.
We list a few current, well-known cause marketing campaigns below.
#1. Starbucks
Customers and Starbucks have always been acquainted by first names. However, the coffee shop chain wished to demonstrate the effect that a chosen name can have on a non-binary or transgender young person while also supporting the transgender charity Mermaids.
#2. Gillette
Gillette decided to update its old campaign, “the best a man can get,” in order to appeal to guys all over the world. Gillette’s new slogan challenges toxic masculinity and male stereotypes by urging men to be their best selves and keep other men accountable.
#3. Intimina
A Swedish company called Intimina, which sells menstrual cups for menstruators and other intimate care items, developed a campaign called The Wait to draw attention to how long it takes to diagnose endometriosis. Since it often takes eight years to identify endometriosis, the campaign asked eight-year-olds to share the experiences of women who are still awaiting a diagnosis. It talks about the suffering endured, the professionals’ shock, and the delay before receiving a diagnosis.
#4. McCain’s
McCain’s ongoing awareness campaign, “Little Moments,” makes use of special ordinary occurrences. The advertisements highlight how the little moments matter the most to families where children struggle more than their classmates. They do this by working with families who have children who are neurodivergent, disabled, or chronically ill. The Family Fund and the campaign collaborated to create a series of nationally shown commercials that encapsulated the spirit of family time. The Family Fund provides grants and financial assistance to families raising disabled or chronically sick children.
#5. Virgin Atlantic’s Gender Identity Policy Change
Virgin Atlantic removed the requirement for gendered uniforms with the announcement of a new gender identification and uniform policy at the end of September. Together with other non-binary and transgender activists and influencers, Michelle Visage, a well-known personality in the LGBTQIA+ community and judge of Ru Paul’s Drag Race, served as the campaign’s face to announce the change.
#6. Ventilator Challenge UK
For the Ventilator Challenge UK, more than twenty engineering, technical, and industrial enterprises in the UK have joined forces. In order to combat the impacts of the coronavirus, this program was established to design, manufacture, and test medical ventilators for delivery all through the UK.
Regardless of the platform you use, social media may be intimidating for cause marketing purposes. Consumers today are more concerned with a brand’s social responsibility than just what it offers. Yet, a social issue is a concern that lowers people’s quality of life. So, it seems sensible that customers are curious about how their favorite brands are not only alleviating their immediate problems but also changing the world around them.
Another illustration of corporate social responsibility is cause marketing for societal causes like:
- Corporate accountability
- Environmental destruction
- Epidemics and pandemics
- Human rights
- Bullying
- Air quality
- Climate change
With shared values and a commitment to an important cause, effective cause marketing enables firms to connect with their target audience.
Here are some creative work examples that may serve as motivation for you to develop original content for your clients on social media:
#1. Slap Her by Fanpage
Abuse and domestic violence are severe issues. Given how delicate the subject is, few corporations want to make a statement. However, a Fanpage-produced Facebook video. Although primarily about abuse, it became very popular. Because of this, the endeavor was much more than just a “viral video.” A great accomplishment, it altered public conceptions of domestic violence.
#2. The Best Men Can Be by Gilette
The old tagline for Gilette was “the best a man can get.” Right, this is outdated. To demonstrate support for the #MeToo movement, which strives to combat sexual assault and harassment and stop this type of behavior from occurring in the future, they decided to change their tagline to “the best men can be.”
#3. Project Body Hair by Billie
Advertisements for women’s razors have never featured body hair. Billie, a women’s razor company, wished to alter this and spread the notion that female body hair is typical. Due to the promotion, they received links from Glamour and Allure, two websites that their ideal client frequents and are authorities in their field. Without a doubt, this had a negative impact on their SEO plan.
#4. This Girl Can by Sport England
Did you know that women are less likely than males to engage in physical activity? Furthermore, according to a survey, “outdated stereotypes and social conventions are impeding constructive development.” You’ll understand why we need to stop believing sports are only for guys after reading that.
#5. Real Beauty by Dove
There’s a good likelihood that Dove’s ad will be included in a list of cause marketing campaign examples. Correctly so. Despite being a long-gone campaign, we still recall it because of how potent and distinctive it was in its day. Dove released a video that demonstrated how long ladies spend getting ready. The aim? To support women’s self-esteem and raise awareness of how twisted our definition of “beautiful” is
A for-profit company and a nonprofit organization work together in cause marketing to achieve a common goal.
What Are the Types of Cause Marketing?
There are essentially six different categories of marketing for causes.
- Facilitated giving. …
- Purchase-triggered donations.
- Sponsorship. …
- Licensing. …
- Advertising
- Direct marketing.
Why Is Cause Marketing Important?
A brand can be effectively developed through cause marketing. Numerous studies have demonstrated that consumers are more likely to favor brands that support a cause than those that do not.
What Is Cause Marketing vs Purpose Marketing?
The majority of cause marketing is anti-something. On the other hand, purpose tends to lean toward supporting something. Many companies support efforts to reduce environmental pollution, but Seventh Generation wants to support individuals in leading more natural, chemical-free lives.
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