Cause Marketing: What it is and How you Can Get Involved

Lisa Sacks

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Jul 28, 2021 10:00:00 AM

 

Cause Marketing: What it is and How you Can Get Involved

If you want to connect with your audience based on values that they share, Cause Marketing can be the key to success. A good Cause Marketing strategy can add purpose to your business, help a movement, and attract customers who share the same values as the people behind your brand.  

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When used effectively, Cause Marketing is invaluable, but you might be wondering precisely what it is and how to get started. We will go over why this approach is worth implementing. 

Why Cause Marketing? 

There are several main reasons why you should consider getting into Cause Marketing. For one, your business can help a local charity or support a worthy cause while gaining marketing visibility among audiences. Potential customers are then drawn to your company as you share the same values or support a cause they also believe in.  

It’s good to remember that these days consumers are value-driven. Buyers are more likely to purchase from businesses that engage in Cause Marketing because they want to give money to brands that bring value to the community. As a result, Cause Marketing can ultimately help your brand stand out—while many competitors may provide the same services you do, not all of them will be supporting a cause. 

It's essential to take a goal-oriented approach to your advertising to get the most from your Cause Marketing efforts. 

What Are the Benefits of Cause Marketing? 

Cause Marketing helps support the cause you believe in as a business. For example, some causes you could advocate for include saving the environment, helping animals, funding food banks, and starting college scholarships for disadvantaged groups, among others.   

The vital step to take from the start is to choose a worthwhile cause that can bring more exposure to the cause and assist it. By implementing a Cause Marketing strategy, you can bring purpose and passion to your business. You can also benefit from lower costs than you would see with other types of marketing.  

Some of the activities that make Cause Marketing more cost-effective include hosting an event, asking for donations, and raising awareness for a cause. Again, you need to set specific goals when advertising to determine how best to approach it. 

How to Create a Cause Marketing Campaign 

If you want to find out how to begin, take the following steps to create a successful Cause Marketing campaign.

1. Choose a cause that is related to what your company provides

When getting into Cause Marketing, you'll need to choose a specific cause pertaining to your company. Not only should the cause be something your business believes in, but it should also be aligned with your goals.  

For instance, a pet food company could assist an animal-related cause, such as a local shelter. In this case, the business would target animal lovers who actively support the exact cause.

2. Choose a cause that inspires passion

You also need to select a cause that all involved can be passionate about. If you and your employees are driven to help, this will drive more success than half-hearted attempts at Cause Marketing. 

3. Create a memorable message for the cause

Consumers are more likely to remember a simple but great message. In addition, supporting a cause is easier when your messaging shouts clearly to the community. Let people know what you’re doing and why.

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4. Use powerful advertising for both the cause and your company

As you engage in your campaign, make sure your advertising helps your brand and the cause you support. Keep in mind that it's perfectly okay to advertise your business and cause together, seeing as both are getting the publicity they deserve. With adequate advertising, you'll be able to spread awareness while increasing your brand's visibility and reputation.  

Establish a Stronger Connection to Audiences Through Cause Marketing 

Through Cause Marketing, your brand will be aligned with the values your audience truly cares about, boosting visibility and reputability. Consumers are belief-driven and will often choose to purchase from a company doing work they want to see done.  

In turn, you can use Cause Marketing to give your business a competitive edge that puts you ahead. In developing a Cause Marketing strategy, it's important to know what goals to pursue from the start.  

If you put enough time into your Cause Marketing efforts, you'll see long-term results and establish your business as a contributing staple in your community.

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Topics: Cause Marketing