Your marketing strategy should focus on connecting with your target audience.
As you scroll through your news feed, what will cause you to pause?
If you see examples of cause-related marketing, something may spark interest.
Perhaps you hold a soft spot in your heart for animals and see a company paying it forward by promoting dog rescues and supporting a specific non-profit organization.
Or you are passionate about the environment and read about a company making strides toward reducing its carbon footprint.
Put yourselves in the shoes of the consumer. What gives you pause will speak to their hearts as well.
So what cause-marketing examples align with your company’s product and mission?
What Is Cause-Related Marketing and Why Is It Important?
Cause-related marketing examples include giving back to charities, the environment, or underserved communities.
The marketing strategy is built around increasing awareness for non-profit organizations or social justice needs.
Then as the company grows, interest in humanitarian or environmental topics increases.
According to Entrepreneur: “If your business or brand doesn't stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.
Even niche markets, such as the nation's college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95 percent of students say they are less likely to ignore an ad that promotes a brand's partnership with a cause.”
In light of these findings, it’s wise to consider your company’s purpose before designing your cause marketing campaign.
The Benefits Of Cause Marketing
A mission-driven company will promote brand awareness by tying it to a purpose that matters.
- When you implement examples of cause marketing, you can watch your team's loyalty and unity increase.
- The non-profit organization you choose will grow from partnering with your company, helping to improve a social injustice that is important to you.
- Also, you pave the way for corporate social responsibility as you build a purpose-driven brand. As your business succeeds, other companies will want to follow suit.
Cause-Related Marketing Disadvantages
You take a risk with cause-related marketing examples.
The fact is that if you give away a portion of your earnings, it will affect your bottom line.
But as you build brand loyalty, you will see that the risk pays off in the end.
Examples of Cause-Related Marketing
At The Growth Shark, we prioritize cause marketing with our clients.
First, think about where your passions lie and if you can relate them to your company.
Sometimes, cause-related marketing examples do not relate to a company’s product or service.
Other times, companies can directly relate their process to benefiting a social cause that is near and dear to them.
MasterClass makes it clear: “Cause marketing (or cause-related marketing) is when a for-profit company partners with a nonprofit or charitable organization to support an initiative through a public campaign. A commercial business may partner with a nonprofit to support a social cause by donating a portion of each transaction to charity or promoting the cause with social media marketing. Another example of cause marketing is when a company launches a “buy one, give one” campaign where it donates one product to those in need for each item purchased.
Cause-related marketing differs from corporate philanthropy in that the marketing strategy aims to get customers involved in the effort rather than the company offering sponsorship or making a tax-deductible contribution alone.”
Take a look at these cause-related marketing company examples.
Creating and Selling Dedicated Products
A company may prioritize using recyclable materials for its packaging to reduce the impact on the environment.
Joyride Coffee uses sustainable packaging and is environmentally responsible in sourcing its coffee beans.
Rothy’s are shoes made from recycled water bottles, reducing the amount of plastic piling up at the bottom of the ocean.
One For One – Or Buy One Give One
Bombas donates a pair of socks, underwear, or a shirt for every purchased item, helping underprivileged communities gain access to much-needed materials.
Donate to Causes and Non-Profits
Econsultancy highlights JetBlue, “As part of its 2020 campaign, JetBlue announced that it would be donating three million TrueBlue points to a number of charities, enabling them to use the points for any travel necessary to advance their mission. Further to this, the airline asked its customers to donate their own loyalty points to help non profit organisations continue their work within their local communities.
While ‘JetBlue for Good’ is one of the airline’s most notable long-running campaigns, it’s worth noting that the airline encourages and rewards employees for volunteer work all year round, resulting in crew members clocking in an impressive one million hours by November 2019.”
Bonus: Co-Branding with a Non-Profit or Licensing Non-Profit Resources
Choose a non-profit organization with similar goals to combine marketing efforts.
Promote the organization as you promote your purpose-driven brand.
For example, Target recently co-branded with UNICEF on Kid Power bands.
The product promoted exercise for children and UNICEF receives donations as customers purchase the fitness product.
How to Steal One of These Cause Marketing Examples
Take these examples of cause-related marketing and make them your own.
Consider What Cause Should You Support With Your Business
Find a passion your team can get behind, like supporting cancer research as someone close to you battles cancer.
Or take notes from Hoosier Masonry Solutions. They donate to Teachers’ Treasures, a non-profit organization helping teachers get school supplies for the local community.
Strategize Your Cause Marketing Campaign
Book a call with a trusted digital marketing agency to devise a plan.
Reach out to the organization you want to get behind and decide what kind of donation you can afford to give.
Cause-related marketing examples require some forethought and planning.
Utilize Social Media, Influencers, and Strong Visual Assets
Promote your partnership in your ads, social media, and website.
Make sure to advertise that you are a mission-driven company.
That is the first step to connecting with the consumer and building a brand community.
Make a Difference in The World With Your Business
How can you use your influence for good?
Let that be the driving force behind your cause marketing campaign.
If you found this article helpful, you can learn more about effective altruism and building a brand with integrity.