Cause marketing is utilizing a non-profit organization as a means of putting a for-profit brand or product in front of someone in return for fundraising and awareness. Anytime you partner with a charity for anything it is a win-win situation. The charity gains funding and exposure to a group of people it may not have been able to touch and the company gets to show people that they actually do care by helping out a charity.
Cause marketing is growing in part because some large players are getting involved such as Pepsi with it’s refresh project. Other companies have the charity aspect as a part of their day to day business like Toms Shoes, their fascinating business strategy is worth a read.
The example I love to tell people about is a local company. Coda Clothing & Shoes (@CodaClothing) throughout the year does not promote the store or sales via any mass media type other than the large billboard on the side of their building shown here:
Instead of telling everyone in Regina to come to Coda, they host Charity fashion shows where a large amount of money is donated to a specific charity and Coda gets to show off their new line of clothing. It’s difficult not to like companies like Coda that are active in the community, that care about your city, and that want to give back.
I love the concept behind cause marketing because in this ever-changing marketing world you can never be certain as to what is the best medium to be broadcasting your message on. Cause marketing works because it’s like putting a huge sign on your company’s building that says, “WE CARE”.
So when you’re thinking about the next big ad campaign to roll out with, why not pair up with a charity and try help them too, you’d be surprised at what you can do.