How to Implement Cause Marketing into Your Strategy

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Cause marketing is not new. It’s been around for ages. But what is cause marketing? Specifically, it’s a strategy where a for-profit business supports or incorporates a non-profit charity or social cause into their campaigning. The Marriott Corporation and the March of Dimes were two of the first instances of this practice back in 1976. Fast forward to today? Increasingly, we are constantly connected to our smart devices. More business transactions are happening online. And because of this, cause marketing is evolving and becoming more important now than it ever has before. Why is it So Important Now? Why are we talking about cause marketing now? One reason: Millennials are quickly claiming more and more spending power across the globe.

According to this study by Cone Communications, over 90 percent of consumers in this age group would happily switch their purchasing decisions to a brand associating with a cause. With this in mind, a strong cause marketing initiative is a game changer for revenue and customer loyalty. Both now and in the future. That said, cause marketing is by no means easy. In fact, a failure on this front can cause a great Optometrist Accurate Email List deal of ongoing damage to your brand image. Taking this into account, Here are three critical strategies you must account for when implementing cause marketing into your online business plan. Convey Real Proof of Devotion Simply put, people value authenticity from businesses. On a daily basis, the average consumer sees exposure to more bits and pieces of brand messaging than they know what to do with. As a result, audiences have developed a fairly refined BS detector. In other words, a poorly executed cause marketing campaign will stick out like a sore thumb and can ruin your credibility.



Most followers of social causes can tell in a second whether you are being authentic, or just using this practice to attract eyeballs. The solution? When promoting brand association with a cause, create a page that speaks to personal investment. Provide tangible proof of the commitment to, and alignment between, the brand and the cause. Now there are many different types of cause marketing and the degree to which businesses invest in it. The practice can be as simple as a small contribution of profits every month, or as extensive as a lifelong partnership to spread general awareness. Or, in some cases, the cause can define the brand itself (think Patagonia). But regardless of your investment, there needs to be rock solid proof you are actually devoted to a relevant cause. Simply having a CTA button in the corner of your website that says something like: “Click to Donate to Homelessness” will not cut it.