Cause Marketing: Doing Good Pays Off

Need some positive PR?  


Looking for a cost effective way to market your business that shows you have heart?  


Want to increase your word of mouth marketing--the strongest form of marketing available?  
Then Cause Marketing might be just what the Marketing Doctor ordered!

Definition of Cause Marketing: Cause marketing is defined as a type of corporate social responsibility, in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society. (referenced from Wikipedia)

The for profit company chooses a non profit to support offering current and potential clients to support a charity they feel strongly about with every purchase from you!

First things first:

1. Determine what charity most closely aligns with your company's mission.  Does it serve the demographic that you serve?  Do the people who support this charity fit your customer demographic? Is the charity one that brings individuals of different backgrounds together or does it polarize one group over another? 

2.  Develop a plan to support the case marketing effort.  How will you share the message?  What channels will you use?  How often?  What budget will you set aside for ensuring your clients and potential clients know about your charitable outreach?  A marketing professional can layout a plan that can be managed by their company or become a guideline for your internal team (no matter how big or small you may be.) 

3.  Update your customers and potential customers on your progress.  Be transparent.  Let them know how together you are making a difference.

Building a cause marketing campaign can positively impact your bottom line and that of your new customers, increase your company's visibility all while making a positive impact in the lives of others.  It's a win/win/win/win!  

Emily Yost of E Yost consulting has been helping companies market their businesses successfully for over 20 years.