From juvenile diabetes to human rights, HIV to hurricane relief, companies these days are increasingly thinking of themselves as citizens — and they're marketing themselves that way, too. Before you jump into a cause-related campaign, however, you should ask yourself some difficult questions:
- Are you interested in a long-term relationship with a cause, or are you simply looking for a short fundraising promotion?
- Cause-related marketing often means that a percentage of your gross sales or profits are donated to the cause; are you willing to make that financial commitment?
- Do your employees have the time to devote to your worthy cause, as volunteers and advocates, and the passion to see it through?
Action Steps
The best contacts and resources to help you get it done
Select an appropriate cause
An important key to successful cause-related marketing is identifying a cause that aligns well with your company's brand. Your cause and your products should complement, not clash with, one another.I recommend: Get inspiration from case studies collected by the Cause Marketing Forum. Companies that can help you select the right cause and even plan the right marketing campaign include consulting firms like Community Wealth Ventures and agencies such as Cone.
Recruit a suitable partner
Choose a nonprofit that shares your mission, your goals and, most importantly, your customers. Like all marketing, cause-related campaigns are only successful if they reach the right audience. If your partner's members and constituents match your own customer demographics and targets, you've got a winning match.I recommend: Identify cause-related associations and potential partners in your community by searching the organization listings at Idealist.org. Then, read their charitable profile at GuideStar.org.
Set marketing goals
Keep an eye on ROI. Remember your cause, but don't forget your marketing objectives, either. Keep them top-of-mind by encouraging co-branding with your partner organization, including links and ads on one another's Web site and mentions in one another's campaign collateral.I recommend: Make metrics an integral part of your cause-related campaign by including trackable media in your efforts. For instance, send targeted e-mails to your partner's member list via SubscriberMail, an affordable and easy-to-use e-mail marketing service.
Notify the press
Word of mouth will carry your cause-related campaign to success. Get the word out in the first place, then, with press releases and public relations efforts.I recommend: Send your news releases to a wide and receptive audience via distribution companies such as PR Newswire and Business Wire.
Collect donations or sponsor an event
Key to nonprofits' business model are cause-related fundraising and events. Push your marketing campaign forward with the considerable momentum that both can give it; customers are more apt to participate in your campaign when they can also contribute to and participate in your cause.I recommend: Consider selling some of your products for charity with support from your partner via eBay's Giving Works program, which allows sellers to do business while supporting a nonprofit of their choice.
Utilize traditional marketing efforts
Support cause-related campaigns with more traditional media buys for a wider reach and a greater impact.I recommend: Google Grants gives your nonprofit partners access to free Google AdWords advertising for three months or more — encourage them to use it.
Tips & Tactics
Helpful advice for making the most of this Guide
- Remember, cause-related marketing is still about marketing. Keep your business objectives in mind and, even though you are working with a nonprofit, don't neglect your bottom line.
- You can't fake concern; keep in mind that cause marketing is only worthwhile – and only effective – when your passion is sincere.
- Don't be afraid of entering into a short-term cause-related marketing campaign if it makes sense for your business. In general, however, a long-term cause-related marketing campaign can give your brand more credibility.
- Plan well in advance – at least six months – in order to put all your ducks in a row prior to launching your cause-related campaign.
- Encourage employee participation in your campaign, as research shows that cause marketing's success is tied directly to the enthusiasm of those working on it.
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