Selecting the right cause for your marketing campaign is crucial. Not only does it benefit the community, but it also enhances your business reputation, boosts customer loyalty, and drives sales. When done right, cause marketing can be a powerful tool, making your brand more relatable and trustworthy.
Let’s begin by talking through some of the FAQs surrounding how to choose the right cause for your business’s cause marketing campaign.
Can’t I just pick a cause that matters to me and my team?
Yes, you can, but it is important to consider causes that align with your brand and target audience for better success. While selecting a cause that personally resonates with you and your team is a great starting point, aligning it with your brand ensures a cohesive message and greater impact. This alignment helps your audience see the genuine connection between your business and the cause, fostering trust and loyalty. Additionally, a cause that aligns with your audience’s values will more likely engage them and encourage their support.
Is it possible to pick the wrong cause for my business to support?
While any charitable support is beneficial, finding the best cause that aligns with your brand and audience is essential for maximum impact. Choosing a cause that deeply resonates with your brand's values and mission ensures authenticity, which is crucial for building trust and credibility. An ill-fitting cause may come across as insincere or purely strategic, potentially alienating your audience. For instance, a beauty brand may find more success supporting body positivity initiatives rather than unrelated causes, as it directly connects with their core message and customer base.
How do we find the best option for us?
Brainstorm with your team to identify causes that resonate locally and align with your brand values. Focus on those that matter to both your employees and customers. Encourage your team to share their personal connections and volunteer experiences, which can provide valuable insights into causes that genuinely resonate within your company. Additionally, consider local causes that can have a direct impact on the community where your business operates, as these often garner stronger support and visibility.
What type of research should I do when selecting a cause?
Conduct thorough research on potential charities. Check their mission statements, ethical practices, financial transparency, and existing partnerships. This ensures that the charity’s values align with your own. Look into their track record of success and impact, as well as how efficiently they use their funds. For example, if you are considering partnering with an educational charity, verify that a significant portion of their donations goes directly to educational programs rather than administrative costs. Understanding their current corporate partnerships can also help gauge how your brand will fit into their existing ecosystem.
Do I have to commit long-term?
Consider whether the cause will remain relevant over time and if you can sustain a long-term partnership. This helps in building a consistent brand image. While a permanent partnership isn’t necessary, the relationship formed through a campaign can have lasting effects on your brand image. Evaluate if the cause will continue to resonate with your brand and audience in the future. For instance, if you partner with a renewable energy initiative, consider if this aligns with your long-term business goals and values.
Will cause-marketing distract from my business?
No, a well-executed cause marketing campaign enhances brand loyalty and business growth by aligning your business with meaningful causes. Research shows that consumers prefer to buy products that support good causes. Thus, rather than being a distraction, cause marketing integrates social responsibility into your business strategy, creating a stronger connection with your audience. For example, TOMS Shoes’ “One for One" campaign has not only built a strong brand image but also driven significant business growth by aligning their sales with giving back to the community.
Steps to Select the Right Cause
- Respect: Choose a charity that is well-respected with strong marketing and fundraising capabilities. This ensures an effective implementation of your campaign. A respected charity with a proven track record of success will likely have the experience and resources needed to effectively collaborate on a cause marketing campaign. For example, partnering with an established organization like the American Red Cross can bring credibility and visibility to your campaign, helping to maximize its impact.
- Brand Connection: Select a charity that naturally aligns with your brand. This alignment makes your cause marketing campaign more authentic and relatable to your audience. For example, a sports drink company might partner with organizations promoting active lifestyles, such as the Boys & Girls Clubs of America, which offer sports and fitness programs for youth. This not only strengthens the connection between the brand and the cause but also makes it easier for consumers to see the relevance and importance of the partnership.
- Smaller Organizations: Consider partnering with smaller charities where your contributions can have a significant impact, helping your brand stand out. Smaller organizations often have fewer resources and may benefit more from your support, allowing your company to make a noticeable difference. For instance, partnering with a local animal shelter rather than a national animal welfare organization can enable your contributions to directly support the shelter’s needs, creating a more tangible and immediate impact. This can also foster a stronger connection between your brand and the local community.
- Employee Involvement: Engage your employees in the decision-making process. This increases their involvement and enthusiasm for the cause, enhancing the campaign’s success. By involving employees in selecting the charity, you ensure that the chosen cause resonates with those who will be directly involved in the campaign. For example, you can hold a company-wide vote or create a committee to explore and recommend causes. When employees feel a personal connection to the cause, they are more likely to be passionate advocates, which can lead to greater internal support and a more successful campaign.
Examples of Well-Selected Cause Marketing Campaigns
TOMS: One for One
TOMS revolutionized cause marketing with its "One for One" campaign. For every pair of shoes purchased, TOMS donates a pair to a child in need. This campaign aligns directly with the company's product, reinforcing its brand message and appealing to consumers who want to make a positive impact with their purchases
IKEA: Soft Toys for Education
IKEA's campaign involved donating a portion of sales from its soft toy collection to educational projects worldwide. This initiative aligns with IKEA’s focus on families and children, and it has a tangible impact by supporting education for children in need.
Patagonia: 1% for the Planet
Patagonia pledges 1% of its sales to environmental causes. This initiative aligns perfectly with the brand's outdoor and adventure gear products, appealing to environmentally conscious consumers and reinforcing Patagonia's commitment to environmental stewardship.
Bombas: Socks for the Homeless
Bombas, a sock company, donates a pair of socks to homeless shelters for every pair purchased. Socks are one of the most requested items at homeless shelters, so Bombas' campaign directly addresses a critical need while also driving sales.
Ways to Ease Your Business into the Cause-Marketing Space
Are you aiming to enter the cause-driven arena, particularly through more turnkey initiatives? Several companies have developed solutions for businesses eager to support environmental causes without the need to develop their own solutions. These innovative programs provide an accessible pathway for businesses to engage in environmental stewardship and make a tangible impact.
Here’s a brief walkthrough detailing how TerraCycle’s initiatives can serve as a gateway for your venture into cause marketing:
TerraCycle offers businesses a seamless entry into cause marketing, particularly through recycling initiatives. Collaborating with TerraCycle allows brands to participate in established recycling programs for hard-to-recycle materials without the need to develop their own infrastructure. For example, companies like Garnier and Colgate sponsor recycling programs specifically tailored for items such as beauty product packaging and toothpaste tubes. This turnkey approach is especially beneficial for smaller companies seeking to align with environmental causes. Partnering with TerraCycle not only streamlines sustainability efforts but also enhances brand image and credibility through associations with well-known brands. In essence, TerraCycle provides a practical and credible pathway for businesses to engage in cause marketing, promoting environmental stewardship and fulfilling corporate social responsibility objectives effortlessly.
Let’s take a look at a few other examples:
RecycleBank: Incentivizes recycling through reward programs, offering businesses opportunities to sponsor and promote recycling initiatives.
Loop: Provides reusable packaging solutions for brands to reduce single-use plastic waste and participate in a circular shopping platform.
Closed Loop Partners: Invests in recycling infrastructure and innovation, offering partnerships and investment opportunities to support the transition to a circular economy.
RePurpose Global: Helps businesses offset their plastic footprint by funding the removal and recycling of plastic waste, demonstrating commitment to plastic neutrality.
Zero Waste Box by TerraCycle: Offers customizable recycling solutions for various waste streams, allowing businesses to easily implement recycling programs.
Your Cause Marketing Journey: Finding the Right Path
In conclusion, selecting the right cause for your marketing campaign is pivotal. It not only benefits the community but also enhances your business reputation, boosts customer loyalty, and drives sales. By aligning with a respected charity, engaging your employees, and choosing causes that resonate with your brand and audience, you can create a meaningful and impactful campaign.
Ready to boost your brand and make a real impact? Book a Free call with The Growth Shark today! Our experts will help you craft purpose-driven marketing strategies that align with your values, engage your audience, and drive lasting success.
