Cause marketing is one of the best ways to align a brand with its customers' values, but there are many other reasons why you should consider starting a cause marketing campaign.
You can show your audiences that you share the same values and establish your brand as a contributor to your community. Read on to understand cause-related marketing campaigns and the benefits they offer.
What Is Cause Marketing?
Cause marketing involves a partnership between a company and a charity or organization that benefits from money or support within the community. A brand can support and raise awareness for a charitable cause while also marketing itself. You’ve likely seen cause marketing in action with some of the world’s most famous brands.
JetBlue has partnered with Make-A-Wish to fly children with critical sicknesses to the destination of their choice. The airline giant has also gifted $3.75 million worth of books to needy children with its ‘Soar with Reading’ campaign. These campaigns not only help others, but JetBlue benefits from the brand awareness and reputation-building brought on by these efforts.
No matter what your budget, you can do the same. For example, you can get involved in a local charity run as a sponsor, encouraging people to participate in raising money. Or, you could promote sustainable practices by launching a fundraiser and showing how your business maintains eco-friendly and energy-efficient operations.
Through cause marketing, a company shows that it cares about the people it serves and aims to improve the community. In turn, audiences trust the brand as it builds its reputation.
What Are the Benefits of a Cause Marketing Campaign?
One of the critical benefits of cause marketing is increasing brand visibility. By sponsoring a charitable event or otherwise getting involved with a local nonprofit, the business will be able to advertise this partnership. People who follow the designated nonprofit will also become more aware of the partner company.
Another advantage of good cause marketing campaigns is an improved brand reputation. Consider that 70% of consumers want to know how brands address social and environmental issues. 46% of them also generally scrutinize a brand's actions to determine where the company stands. By aligning your brand with a charitable cause or social issue, you'll increase the trust of your audience and drive more people to become customers.
Companies that use cause-related marketing also show real value to their audience. Consumers will see your brand as purposeful and giving back to the community. You'll also become more well-established in your community by supporting a specific cause.
How to Start a Cause Marketing Campaign
If you're wondering how to get started with a cause marketing campaign, the following are some cause marketing best practices to follow.
Choose a Cause
The first step in a cause-related marketing campaign is to choose a specific cause to support. When selecting a cause, make sure it's related to or aligned with your brand. It should also be a cause that both business owners and employees feel passionate about.
Additionally, try to avoid causes that are too polarizing or political, as this could cause many people to turn away.
Create Powerful Messaging
Campaign messaging should be compelling enough to connect with your audience. Use the power of emotion to show that you're passionate about a particular cause, with visuals that complement this messaging. This will make more people empathetic to the cause and better align your brand with it.
Decide What Your Business Will Provide the Cause With
It's best to start your cause marketing campaign with a specific plan. During the planning process, consider the different ways you can support a particular cause. Although monetary donations are significant to offer, consider more than this. For instance, you could engage in volunteering time, donate goods or services, and figure out ways to encourage community involvement.
Design a Strong Advertising Campaign to Promote the Cause
To promote the cause, launch a strong ad campaign on various platforms. Make sure your ads feature the kind of powerful messaging and visuals you include in other marketing materials. You should also make sure your ads appear on all relevant platforms where your audience might see them.
Leverage Social Media (and Other Channels) in Your Cause Marketing Campaign
Social media is among the most powerful tools to promote a cause. You can use ads and posts on social media to advertise an upcoming charity or another cause-related event. In addition, use these platforms to announce a partnership and what it means for your business, the nonprofit, and the community at large.
Also, be sure to use other channels to promote the cause. Potential platforms include your website's blog, press releases that formally announce partnerships, and TV or over-the-top (OTT) streaming ads.
Build a Campaign With Arizona's Family Marketing
Taking the proper steps will help you develop a strong cause marketing campaign that benefits your business in the long term. However, you may be without the necessary resources and time to dedicate to these campaigns. In this case, team up with a reputable marketing partner experienced with cause marketing. At Arizona's Family Marketing, you'll be able to work with a team of experts who can help get your campaign off the ground.