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4 Keys to Creating Cause Marketing That Benefits Both Brands and Nonprofits
4 Keys to Creating Cause Marketing That Benefits Both Brands and Nonprofits
Introduction
Value of being “socially conscious”
in
attracting and retaining consumers
Failures
No apparent relationship
with the cause itself
Poor implementation
Lack of authenticity
Cause marketing requires a bit of
art
and
science
Planned, well-executed and nurtured campaign
Social consciousness + it
makes money
Long-term impact + customer loyalty
1. Make the synergy apparent
The common ground between a
for-profit and a cause should
appear as
more than a random
or haphazard decision
Some are
easy to understand
(Ex: Patagonia
and the environment)
Others
need to be explained
(Ex: Häagen-Dazs and
the cause of stemming bee colony collapse)
Poorly executed
example: Baker Hughes and
Susan G. Komen (oil and gas company with
breast cancer?)
2. Take a long-term view
Many successful brands:
right into their DNA
+ unwavering component of
how they act
(brand attribute)
Ronald McDonald House
: over 40 years old
American Express
: since 1985
Procter & Gamble
Ex:
Pampers and Tide
(higher purpose, better
business results)
3. Walk the talk from the inside out
It
starts internally
by engaging and activating the entire company (
internal adoption
is just as important
as external activation)
Same amount of effort and rigor
you’d take with any other marketing program
Employees
are a
significant component
of a successful cause marketing campaign (
evangelists
for the cause, especially true in retail)
Prime example
: Kmart’s raising $22 million for St. Jude Children’s Research Hospital (2014)
4. Demonstrate
real-world commitment
Connections that go
beyond just saying you care
(validates a brand’s commitment to the cause +
publicity treasure trove via social media
and other channels)
Great example: Patagonia
(lasting products that
are environmentally friendly)