Cause marketing refers to a for-profit business supporting a cause or social issue, both for the cause’s benefit and as a promotional tool. In many cases, it is done through a relevant non-profit partnership, like when a local grocery store partners with a local food bank to bring more people to the store by donating per every dollar spent — also known as the "You Buy. We Give" offer. However, it can also refer to a non-profit simply getting more involved in corporate social initiatives. For instance, through corporate philanthropy (donations), community volunteering, and socially responsible business practices.
Either way, it benefits small Carolina businesses by gaining exposure through giving to their community and highlighting their generosity. In fact, 96% of global citizens have a more positive image of company’s engaged in cause marketing, 94% will be more likely to trust that company, and 93% will be more loyal to the company.
Creating A Successful Cause Marketing Campaign
Cause marketing has many benefits once you get started, but there are some important elements to remember to ensure your campaign is successful. Here are four important tips for a successful cause marketing campaign.
Choose An Appropriate Cause to Represent
When choosing a cause to support, you don't want to choose just any cause. It's crucial that you choose a cause that you are passionate about, that aligns with your business's goals, and is something your target audience cares about. It absolutely must be relevant to your brand and target audience, or it can come off as confusing and insincere.
You can do this by getting to know them on a deeper level, using demographics, customer likes and dislikes, behaviors causes they support, so you can better reach your target audience. Then partner with local charities and non-profit organizations in Carolina to leverage their expertise in achieving your goals.
Budget Carefully for Your Campaign
One of the most important things you can do when running a campaign is budget carefully, so you don't accidentally overspend. You must pay special attention to the various ways you can partner with local causes and decide based on your budget. For instance, it costs less to be a sponsor than it does to host an event altogether, so that might be a better option if your budget is tight.
Working with a media partner can be a great option. It gains you access to more connections and resources than you'd have otherwise. That can be significant for Carolina businesses still developing their connection to customers. A media partner can also help you stretch your budget further than you could otherwise and help work on existing campaigns that align with your values, like by sponsoring segments for the community addressing your causes. Partnering with causes that align with your values helps ensure your success because you have a genuine connection to the cause. That way, you’ll be able to feel good benefiting something you care about, and it feels more authentic to your audience.
Become A Pillar of Your Community
Becoming a pillar of your community is important because you want to demonstrate how your business's core values align with those of your customers. This makes your customers feel better about shopping through you, especially since 72% of Americans say they feel it is more important than ever that the companies they buy from reflect their values, and 76% say supporting companies that are addressing social and environmental issues helps them feel they are doing their part.
Here's where cause marketing helps your business thrive as part of the community and gives you a competitive edge, especially compared to national institutions. Promoting and creating a killer brand is essential, but involving your employees and customers helps share your passion for the cause, which also increases visibility and helps with brand development. People want to do good, and they feel much better about it when they support businesses that do good.
Celebrate Your Successes
You can celebrate your success through advertising, which helps capitalize on your cause marketing campaign (although you deserve a nice celebration after doing so much good for the community!).
A great way to advertise your success is to highlight it through commercials, social media, or emails. Make it known how much was contributed to the cause, how much more it was than your goal, who it helped, what they did with it, and what your intentions are for the future.
Make Your Small Business More Noticeable
Today, cause marketing is a crucial business strategy to have on hand. Consumers prioritize social responsibility much more now and are looking to Carolina businesses to contribute to the local community by supporting causes and charities that mean something to them. Essentially, it makes your small business more noticeable and gives it credibility among local customers.