Empower Mint was a new flavour of Ben & Jerry’s, an American company that manufactures ice cream, frozen yoghurt, and sorbet, created in 2016 to support democracy. The taste was accompanied by a campaign called “Democracy Is In Your Hands” that informed ice-cream lovers about the obstacles put in place in low-income communities to discourage them from voting, such as onerous ID requirements. This is one of the perfect cause marketing examples to give you some context.
The rise in popularity of cause-related marketing over the past 10 years is among the most intriguing changes in marketing. In cause marketing, companies donate to charitable organisations and partner on worthwhile causes in an effort to draw in more eyeballs while addressing societal issues.
Cause-related marketing increased from $816 million in 2002 to $2.05 billion in 2017, claims sponsor assessment service IEG. The total amount of cause-related engagement is likely far more than the data suggests because cause-related sponsorship is simply one way that businesses utilise their marketing power to address societal problems.
Types of Cause-marketing and Why is it Important?
Although the definition appears quite simple, there are different types of cause-marketing. Corporate Social Responsibility (CSR) and collaborative partnerships are the two most widely used types of cause marketing. Let’s examine each of those in more detail.
A cooperative relationship is the first category of cause-marketing campaign. This kind of campaign is probably what comes to mind when you think of cause-related marketing. A collaborative relationship is formed when a for-profit business works with a nonprofit organisation to support and promote the latter’s mission through marketing activities.
Let’s talk about one of the most talked about cause marketing examples. The collaboration between Walgreens and Red Nose Day is among the most well-known ones. Since 1988, Red Nose Day and Walgreens have sold novelty red noses in stores all around the country during the month of June to bring attention to child poverty.
Celebrities frequently promote the campaign online while sporting red noses to increase and disseminate awareness. The struggle against child poverty is the primary focus of Red Nose Day, and all funds raised go there.
This campaign is a fantastic illustration of a collaborative partnership programme because it is shareable, well-established, and has widespread support.
The campaign helps Walgreens since it links them to an effective charitable fundraising effort, boosts their brand’s credibility, and establishes their affiliation with a good cause. Red Nose Day gains from the campaign’s income and increased brand recognition due to its affiliation with a major corporation.
The fact that both companies make gains equally is what makes collaborative partnerships so well-liked. The difficulty is that for it to be successful, both organisations must put in their fair share of work. It’s advisable to only join a collaborative collaboration if your business is prepared to put the time, money, and resources necessary to make it successful.
Corporate Social Responsibility (CSR)
CSR seems to be the go-to option for brands wishing to get involved in charity without starting a charity programme of their own. A business through its CSR activities provide stakeholders, employees and the general public with economic, social and environmental advantages.
The main distinction between CSR and collaborative partnerships is that the latter typically includes additional programmes. The broader category of CSR includes corporate donating, volunteer time off, gift matching and other activities.
This choice is well-liked since it gives brands more freedom. It enables them to seek numerous collaborations and programmes while enabling their programme to change to meet the requirements of the community.
What Advantages Does Cause-marketing Offer?
Promoting the greater good may be all the motivation some people require to engage in cause marketing. However, for others, calculating the return on investment (ROI) before making any sizable corporate expenditure is crucial. The good news is that cause-marketing benefits the bottom line of your business just as much as it benefits the public.
The Salesforce State of the Connected Customer Report looked into how CSR and business ethics affected how customers perceived a company, and the results were quite intriguing. The study found that 68% of consumers stated they wouldn’t purchase goods from a firm with questionable business practices, and 56% actively look for philanthropic companies to support.
When you consider that 67% of customers believe businesses have a duty to support the communities in which they operate, the motivation to practise philanthropy is increased.
In light of this, it is simple to understand how cause-related marketing can result in more client involvement and brand exposure. When these two factors work together, word-of-mouth advertising, social media shares, and revenue can all grow.
How to Conduct Cause-marketing Properly
If done properly, your organisation may reap the rewards of cause-marketing in tonnes. Here’s how to do it–
Support a Cause that You Find Important
Finding a cause you support is the simplest approach to keep your cause marketing campaign real. Customers can recognise a phoney brand strategy a mile away, so if you don’t have your heart in the right place, you might be setting yourself up for failure.
Find out what causes and organisations your staff members are passionate about by brainstorming as a team. If your business is too large to hold a single all-staff meeting, think about employing a survey software to determine employee engagement.
Look for Brand Alignment
It’s not enough to simply love the company you join; there needs to be brand synergy as well. When you hear some of the best brand alignments through cause marketing examples, they seem obvious. Both Chipotle’s campaign against widespread food waste and Patagonia’s environmental conservation programme are excellent instances of businesses getting involved with a cause that complements their brand.
Putting the Partnership First
Focusing too much on your personal brand and not enough on the nonprofit when developing a cause marketing campaign is one of the biggest blunders you can make. People are motivated by outcomes. Spend some time thinking about the community service, people they assist, and other reasons the group you’ve worked with is a suitable fit. You’ll get a better outcome if you concentrate on results rather than influence.
It’s Not Only About Money
One of the most well-liked methods of aiding charity organisations is through monetary donations. Even if funding a nonprofit’s objective is crucial, there are other ways to assist it besides financial contributions.
Here are some ways you can assist charities:
- Organise a corporate food drive
- Spread the word about them on social media
- Volunteer to give of your time
Before choosing your cause-marketing plan, always consult your partner nonprofit. Asking your partner nonprofits “what would best support you” is the greatest method to provide support.
Pick the Appropriate Campaign
The hardest element of any cause-marketing campaign may be selecting the appropriate campaign. People are by nature, sceptical, therefore understanding the needs of them is important to launch a successful campaign.
In conclusion, cause-related marketing represents a huge opportunity that is increasingly being included into marketing strategies. We hope you find these suggestions helpful and insightful. You can join Smile Foundation as well to take your organisation to the next level through a CSR partnership with us.