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The Value of Cause Marketing
By: Michelle Martin Media Relations Manager 
         
 

The Value of Cause-Marketing

Cause-Marketing campaigns have existed for over 30 years. Recently, such campaigns have been prominent with the earthquake in Haiti, but cause-marketing can and should also be utilized in the absence of disaster.

When corporations partner with a nonprofit, it is in a mutually beneficial relationship to aid a cause and increase value among consumers. With the current suffering caused by the devastating earthquake in Haiti, corporations and celebrities feel a responsibility to lend a hand or donate money.

The value lies within each campaign. The benefits created for companies with a cause-marketing campaign include positive public relations, improved customer relations and additional marketing opportunities, ultimately leading to an increase in revenue. Cause-marketing can tug on heartstrings and establish a positive image of one’s brand. Many opportunities arise with a cause-marketing campaign, leading to new clientele, partnerships, and media opportunities.

Partnering with nonprofits such as The American Red Cross and Hope for Haiti shows current event participation but campaigns do not need to have one big event or a culmination date. Some campaigns have daily messages or daily steps to take towards the ‘finish line’. Luna Bar supports The Breast Cancer Fund in their efforts to increase awareness about preventative causes against breast cancer. In the campaign there are 5 daily steps to reduce risks that include eating a newly created Luna Bar.

Cause-marketing has become more difficult because in today’s society, giving is expected. When disasters hit or crises emerge, celebrities and corporations are expected to help out. Nonprofits are always seeking help in raising money or in-kind donations. Keep an eye out for opportunities to pair up with a nonprofit and you could be creating the next well-known cause-marketing campaign.

Examples of successful partnerships are Yoplait with Susan G. Komen for the Cure and The Salvation Army with Toys for Tots. Yoplait creates special pink lids on their yogurt containers and for every pink lid sent back to Yoplait, they will donate a dime to Susan G. Komen Foundation.

The San Diego Chargers have teamed up with The Ronald McDonald House to raise funds through a cause-marketing campaign called SD Kicks for Kids.  Donors pledge a certain amount per kick for each of two player’s field goals per season.  At the end of the season, donors donate their pledged amount, while receiving perks along the way.