National Bank of Arizona collaborated with Feeding Matters for an Awareness Charm Program
Lesson 10: Cause Marketing Strategies
Cause Marketing is defined as a strategic partnership between a nonprofit and a for-profit for mutual benefit. The concept of Cause Marketing has been around since the 1980s, but has gained momentum as an integral part of most corporations strategic planning. This provides a great opportunity for philanthropic collaborations.
When you provide a product option or co-branded program as an option to your corporate partners it can open a whole new world of ways to collaborate.
An Introduction to Cause Marketing
As we said, Cause Marketing is a strategic partnership between a nonprofit and a for-profit entity for mutual gain. While it has risen in popularity recently, taking on a Cause Marketing venture isn’t for the faint of heart. Your efforts must be genuine and last longer than a single campaign. This is because Cause Marketing pairs your organization with a nonprofit or a business that aligns with your values. It gives you both organizations a story to share. If you try to embrace Cause Marketing for a single campaign, your consumers may find that your efforts are simply for a public relations boost.
Dosomething.org found that you must show your commitment to a cause for the sake of your consumers and your employees. After all, employees are happier in companies that give back and consumers are more likely to be brand loyal when they see these efforts.
Cause Marketing Campaigns are everywhere. You may have taken part in one today. Cause Marketing campaigns take many forms. Here are just a few:
Here are two examples of successful Cause Marketing campaigns that show how effective they can be:
Product Driven Campaign
Vodka for Dog People: Tito’s Handmade Vodka and Emancipet
Tito’s Handmade Vodka partnered with Emancipet to help care for dogs through fundraising and awareness. Tito’s established a website related to the cause called Vodka for Dog People.
On the site, dog lovers could show their support by purchasing pet and human products like leashes, toys, and even t-shirts with Tito’s logo. This campaign combines product fundraising and cause marketing because there is an added benefit of branded items. When a supporter used their products, they were promoting the organization to others.
Product Fundraising is one of the easiest processes to implement. But, in addition to their online website, Tito’s worked with local bars and liquor stores to host “yappy hour” fundraisers to raise money for Emancipet. This campaign combined both online and local fundraising to raise money and awareness for pets.
Watch Tito’s video about this program
Social Media Driven Campaign
“Give Cozy, #GetCozy”
Maker’s Mark partnered with One Warm Coat for a “tour” that collected and donated pre-owned coats to people in need. For people living in poverty, a warm winter coat is often considered an “extra” and they often go without.
For this campaign, Maker’s Mark utilized multiple social media, public relations, and events to get the word out. They set out to show everyone that it doesn’t take an expensive gift to spread Christmas cheer.
The Truck Tour traveled 2,100 miles across 7 states. They handed out 5,000 cups of hot chocolate and 3,500 gingerbread cookies along the way. Most importantly, they collected 20,000 coats for people in need who were grateful to receive them.
Maker’s Mark was able to drive not only donations but their social media presence with the campaign. They received 26.41 million impressions across three major social media channels and garnered over 40,000 new followers. This goes to show that social media can be an impactful element of your partnership.
NOTE:
Cause Marketing is a strategy within the Corporate Social Responsibility realm. Corporate Social Responsibility is about a company giving back through various programs within the business, and Cause Marketing is a way for these businesses to give back specifically through partnership.
A cause that aligns with the business is key.
For example – a restaurant teaming up with a food bank is the perfect partnership.
3 key cause marketing tips
Ways to make a long lasting cause marketing strategy work for your organization
Cause Marketing is a valuable addition to your business strategy. Do you know the best way to approach this unique partnership? There are a few key things you can do that will help you cement a lucrative partnership from the very beginning. Our blog has 3 key tips that will help you leverage a successful cause marketing partnership that extends far beyond a single campaign.
The Charity Charms Cause Marketing Strategy
Charity Charms as a major player in the nonprofit arena felt the need to provide a cause marketing solution so we came up with the Charmed Giving Program
There are many ways to give and show support to an organization you love. Charmed Giving offers up an alternative to buying a table or simply giving a donation. The organization you choose can take their Charmed Giving allotted funds and design a Charity Charms custom program. No two Charity Charms programs are a like and your beneficiary gets to create items that elevate their brand and showcases their work in new ways. In return, you have a co-branding opportunity and a story to tell to your audience about your philanthropy.
Here are 3 examples of Charmed Giving in action
Individual Donor
StreetLight USA
StreetLightUSA helps women and girls who are the victims of human trafficking. A private, anonymous donor had asked what their greatest area of need was for their luncheons was in order to help in the best way possible: fundraising.
Corporate Sponsors
National Bank of Arizona & Ballet Arizona
Ballet Arizona is an institution in Phoenix. The National Bank of Arizona gifted these unique, unisex donor thank you gifts to Ballet Arizona that they could use to show gratitude for their donors who support their efforts within the community.
Corporate Partnership
Smiles and Beyond & Denco
Smiles and Beyond raises money through special events. In 2019, they hosted a luncheon and wanted a special gala gift that would remind attendees of their hard work. Their bracelets were underwritten by a partner to their cause, DENCO.
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