Latest Blog

You can’t open Facebook or Instagram without seeing a friend championing a cause near and dear to their heart.

Thanks to the tiny computers in our pockets, people are much more aware of our world’s problems than they were 15 years ago.

It’s overwhelming and a lot of people feel helpless, like nothing they do can fix things.

Unsurprisingly, more people choose to spend their hard-earned money with brands that give back.

Half of people around the world consider themselves “belief-driven buyers.” In China and India, the figure is even higher: 75% and 65% respectively.

No one’s under any illusions that a brand will solve world hunger or end wars. They just don’t want to invest in brands making the problems worse.

That’s why it’s so important to understand what a cause marketing strategy is and how to create an authentic one for your brand.

What is a Cause Marketing Strategy?

When a for-profit brand publicly partners with a non-profit, creates their own non-profit, or promotes a specific issue in their marketing content, that’s a cause marketing strategy.

Some brands work cause marketing into their entire business model. Look at TOMS. The shoe brand gives a pair of shoes to someone in need for every pair they sell.

Other brands might simply promote a cause in their marketing material without finding a way to give back. Regardless of intentions, this type of exploitative cause marketing does nothing but p*ss people off.

People are smart. If your message doesn’t match your behaviour, they can see right through it.

Likewise, if you champion a cause in your marketing but make no effort to improve the situation, they’ll see through that too.

Who could forget when Pepsi faced backlash for their cringey cause marketing?

Twitter

4 Benefits of Cause Marketing Everyone Should Consider

Some of the most successful brands have comprehensive cause marketing strategies. The (RED) campaign, for example, had top brands like Nike, Gap, Apple, Amazon, and countless others join its ranks.

1. It’s the Right Thing to Do

Global income inequality has reached unprecedented levels for modern times and people can see it every day.

Let’s just say, CEOs aren’t considered the most generous and trustworthy people because of it. Half of Americans rate CEO reputations as “bad” while another 26% are neutral.

Sharing the wealth is just the right thing to do. It shows that you’re not sitting on a pile of gold coins and that you genuinely care about your impact on the world.

2. Customers are More Likely to Buy from You

86% of Americans say they prioritise spending money with brands they consider responsible. Another 81% say they like brands that advocate for issues while nearly three-quarters say you need to give back.

There’s a reason even the shadiest brands have a cause marketing strategy – it wins over customers.

3. Cause Marketing Boosts Customer Loyalty

Without a cause marketing strategy, brands risk losing the loyal customers they’ve built.

57% of people say they’ll either buy from or boycott a brand based on their response to important social issues.

In some cases, keeping silent isn’t even an option. 65% say they’ll stop buying from a brand they feel has an obligation to take a stance on certain issues.

On the flip side, 51% say they exclusively buy from brands with shared values.

4. It Increases Sales

Almost a quarter of people say they have no problem paying up to 25% more for products from socially conscious brands.

When Starbucks teamed up with (RED), the coffee chain managed to contribute a whopping $14 million USD. If that’s how much they gave back, imagine what profits their partnership produced.

5. Cause Marketing Keeps Workers Happy

83% of workers say it’s important for them to find meaning in their day-to-day work. Meanwhile, 53% say their company’s impact energises them.

Lots of people feel alienated from their job and like their work doesn’t make a difference in the world.

Partnering with the right cause can help your workers find meaning in what they do. When people aren’t having existential crises every day, they’ll be more productive and engaged at work.

How to Create a Cause Marketing Strategy

Take it slow. A small mistake like picking the wrong non-profit or committing a content faux pas can be disastrous when it comes to cause marketing.

Developing a comprehensive strategy is key.

Consider Your Brand and How It Relates to Various Causes

TOMS had it easy. They make shoes. They give shoes. One-for-one.

For brands that don’t have humanitarianism woven into their fabric, it will take some soul searching to find a cause.

The last thing we need is another brand supporting a hypocritical cause.

Look at your mission and values. Think about your products or services. Consider how you fit into the world and could give back.

Research Your Audience

Next, ask what your audience cares about. This is why it’s so important to research our audience segments – and I mean really research them. As in, learn about them as human beings and not just segments of an email list.

Hang out on their favourite subreddits and Facebook groups. What memes do they share? What causes do they talk about?

People are extremely vocal about their beliefs these days so if you can’t figure it out, you’re not trying very hard.

Investigate Non-Profits

Lots of brands choose to partner with non-profits that match their mission.

Fair warning: It’s not as simple as Googling “clean water non-profit” and sending an email. Spend time following them and researching them. Check public financial records for the organisation.

Investigate their history. Who founded them? Is there any controversy surrounding the organisation?

Partnering with a non-profit that suffers from a scandal in a few months won’t do your PR any good. It could even destroy your share price.

Likewise, some small non-profits might not have the infrastructure in place to partner with larger brands.

Consider every angle before making the commitment – because it is a huge commitment.

Get the Team Involved

Your team is largely responsible for the success of your cause marketing strategy. If their hearts aren’t in it, it just won’t succeed. Plain and simple.

Part of your campaign’s success comes from conversations your team has with their friends. 89% of belief-driven buyers say they get information on trustworthy brands from friends. Only 21% take cause marketing at face value.

If customers ask your workers about your pet cause and your team points out what a hypocrite you are, the marketing won’t matter.

Have your team members spoken up about causes they care about? What about causes they definitely don’t like?

Set Up Your Contribution Plan

Here’s some good news: Brands have countless options for setting up their give-back programs.

  • Buy-one-give-one
  • 100% of all profits donated during a set time
  • A percentage of profits for a specific item donated
  • Donation attached to every purchase
  • Sponsoring social events
  • Sponsoring certain organisations
  • Scholarships for low-income communities

No matter what you pick, make sure it has a real impact. If you’re only donating 10 cents for every $100 you make, customers will know exactly what you’re up to.

Consider also that customers don’t only want to see you giving money. They also want to see you give away free product or services to people who need it.

If you sell essential products like shoes, coats, winter gear, water-related items, clothing, or food, giving is an absolute must. Your team, customers, and partners can help you find the people in need.

Decide What Types of Content to Create for Your Cause Marketing Strategy

Content with a high production value is critical to your campaign’s success – directly behind team engagement.

Multimedia works especially well for promoting cause marketing strategies.

Patagonia, for example, has morphed themselves into a documentary producer. The outdoor brand takes activism seriously, promoting causes from wild salmon to oil drilling.

Storytelling is key.

Infographics, custom social media graphics, interactive content, and gamification are important too.

UNICEF helped drum up support for one of its campaigns with a toilet game:

UNICEF

Choose Two or Three Social Media Platforms

You want your cause marketing strategy to make a big splash with the right people. Shooting for Instagram, YouTube, Facebook, Twitter, Snapchat, etc. etc. stretches you too thin.

I recommend picking two or three social media platforms max. Ideally, Instagram, Facebook, and YouTube – but consider your audience first and where they hang out.

From there, start building custom social media content for each platform:

  • Instagram and Facebook stories
  • Blogs with custom-branded images
  • Infographics with branded colours
  • Copy for each post that resonates with your audience

Check the pages your audience already follows for inspiration.

Take Your Cause Marketing Strategy Seriously

Don’t just jump in to reap the benefits of cause marketing. Consumers are smart and do their research. Make sure you clean your house first before launching a cause marketing strategy. If people find something in your cause contradicts your behaviour, they’ll definitely point it out.

Once you commit to a solid strategy though, you’ll be on track to build a loyal customer base and help your team feel good about what they do.

323 thoughts on “What is a Cause Marketing Strategy? Here’s Why You Should Have One

  1. I?¦ve been exploring for a little bit for any high quality articles or blog posts on this kind of area . Exploring in Yahoo I eventually stumbled upon this website. Reading this info So i?¦m glad to show that I’ve a very excellent uncanny feeling I came upon exactly what I needed. I such a lot no doubt will make certain to do not omit this web site and provides it a glance on a relentless basis.

    http://www.zomenoferidov.com/

  2. I’ve read some good stuff here. Definitely worth bookmarking for
    revisiting. I surprise how much effort you put to make any such wonderful informative web site.

    My homepage … with info (tinyurl.com)

  3. Hi there! Someone in info my (tinyurl.com) Myspace group shared this
    website with us so I came to check it out. I’m definitely loving the information. I’m bookmarking and will be tweeting this to my followers!

    Excellent blog and brilliant design and style.

  4. You actually make it appear so easy along with your presentation however I find this topic to be actually something that I believe I
    would by no means understand. It sort of feels too complex and very broad
    for me. I am having a look ahead for your next publish,
    I will try to get the dangle of it!

    Here is my web-site info our; tinyurl.com,

  5. Hello, i think that i noticed you visited my website thus i got here to go
    back the want?.I’m trying to find issues to improve my site!I guess its
    adequate to use some of your ideas!!

    my site; or info (http://tinyurl.com)

  6. This is very attention-grabbing, You’re an overly skilled blogger.
    I have joined your feed and look ahead to looking for more of your wonderful post.

    Additionally, I have shared your website in my info (tinyurl.com) social
    networks

  7. That is a good tip especially to those new to the blogosphere.
    Brief but very accurate information… Thanks for
    sharing this one. A must read article!

    Review my web page – fly cheap

  8. Please let me know if you’re looking for a author for your weblog. You have some really good posts and I feel I would be a good asset. If you ever want to take some of the load off, I’d love to write some articles for your blog in exchange for a link back to mine. Please blast me an e-mail if interested. Thanks!

    https://worthyhacks.com/collections/weight-loss

  9. My partner and I stumbled over here coming from a different web page and thought I should check things out.

    I like what I see so now i am following you. Look forward to looking into
    your web page repeatedly.

    My web site best rates on airfare

  10. Hi there, just became aware of your blog through Google, and found that it’s really informative.
    I’m gonna watch out for brussels. I will be grateful if you continue
    this in future. A lot of people will be benefited from
    your writing. Cheers!

    Check out my blog post … cheapest airfare guaranteed

  11. Hey I know this is off topic but I was wondering if you knew
    of any widgets I could add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite some time and
    was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy reading your blog
    and I look forward to your new updates.

    My website; cheapflights

  12. I’m no longer positive where you’re getting your info, however great topic.

    I needs to spend a while learning much more or understanding more.
    Thanks for magnificent information I was searching
    for this info for my mission.

    Here is my web blog … air tickets booking

  13. Pretty great post. I just stumbled upon your weblog and wished
    to mention that I have really loved browsing
    your blog posts. After all I’ll be subscribing to your feed and I’m hoping you write once
    more soon!

    Also visit my page – cheap airline ticket

  14. “I ain’t a-talking ‘bout how big ya cock is, boy. I am talking ‘bout ya, weight. Your height.” His dad says. “I kinda figured on how big you are down there. That’s obvious. It makes me proud of you. My son. Of what I created, along with ya mother.”

  15. Great blog! Do you have any tips for aspiring writers?
    I’m hoping to start my own site soon but I’m a little lost on everything.
    Would you propose starting with a free platform like WordPress or go for
    a paid option? There are so many choices out there that I’m completely overwhelmed ..

    Any ideas? Many thanks!

    Here is my web-site :: situs slot deposit pulsa

  16. Having read this I believed it was extremely enlightening. I appreciate you taking the time and effort to put this information together. I once again find myself personally spending a significant amount of time both reading and posting comments. But so what, it was still worth it.

    https://www.blurb.com/user/forcenepal84

  17. Howdy! This is my first visit to your blog! We are a collection of volunteers and starting a new initiative in a community in the same niche. Your blog provided us useful information to work on. You have done a marvellous job!

    https://iclickfilms.com/

  18. An outstanding share! I’ve just forwarded this onto a co-worker who was conducting a little homework on this. And he in fact ordered me dinner due to the fact that I discovered it for him… lol. So let me reword this…. Thanks for the meal!! But yeah, thanx for spending the time to talk about this issue here on your site.

    http://aiandroid.cn/space-uid-59430.html

  19. An interesting discussion is worth comment. I think that you should write more on this topic, it might not be a taboo subject but generally people are not enough to speak on such topics. To the next. Cheers

    https://ivfbabble.com

  20. Hello, I believe your site could possibly be having browser compatibility issues. When I take a look at your website in Safari, it looks fine but when opening in Internet Explorer, it has some overlapping issues. I merely wanted to provide you with a quick heads up! Apart from that, wonderful site!

    http://contek.com.ua/user/getmp3juice/

  21. My brother recommended I might like this web site. He was totally right. This post actually made my day. You can not imagine just how much time I had spent for this information! Thanks!

    https://wsc.design/

  22. Thanx for the effort, keep up the good work Great work, I am going to start a small Blog Engine course work using your site I hope you enjoy blogging with the popular BlogEngine.net.Thethoughts you express are really awesome. Hope you will right some more posts.

    https://buyuno.store

  23. Hey there I am so glad I found your webpage, I really found you by accident, while I was researching on Askjeeve for something else, Regardless I am here now and would just like
    to say kudos for a fantastic post and a all round entertaining blog (I also love the theme/design), I
    don’t have time to look over it all at the moment but I have bookmarked it
    and also added your RSS feeds, so when I have time I will be back
    to read more, Please do keep up the awesome work.

    Here is my page; 안전사이트

  24. Your means of explaining the whole thing in this
    article is really pleasant, all be able to simply know it,
    Thanks a lot.

    Here is my web site; livescore.sx

  25. Right here is the perfect website for anyone who wishes to find out about this topic. You realize so much its almost tough to argue with you (not that I really would want to…HaHa). You definitely put a fresh spin on a topic that has been written about for ages. Wonderful stuff, just great.

    http://daikejidi.com/home.php?mod=space&uid=705937

  26. You actually make it seem so easy with your presentation but I find this topic to be really something that
    I think I would never understand. It seems too complex and extremely broad for me.
    I’m looking forward for your next post, I will try to get the
    hang of it!

    Feel free to surf to my blog post their info (http://tinyurl.com/yxwoztup)

  27. You’ve made some decent points there. I checked
    on the internet for additional information about the
    issue and found most people will go along with your
    views on this website.

    my web site – kamerzysta wesele katowice, http://www.video-weselne.pl,

  28. I am extremely inspired along with your writing skills and
    also with the layout to your blog. info is, tinyurl.com, that this a paid subject or did you
    customize it yourself? Either way stay up the excellent high quality writing, it is rare to see a great blog like this one these days..

  29. Hey outstanding website! Does running a blog similar to this
    require a massive amount work? I’ve virtually no
    knowledge of coding but I was hoping to start my own blog
    in the near future. Anyhow, should you have any recommendations or tips for new blog owners please share.

    I know this is off subject however I simply wanted to ask.

    Thanks a lot!

    Visit my web page; member, tool.365jz.com,

  30. I’m very pleased to find this site. I wanted to thank you for your time due to this fantastic read!! I definitely loved every little bit of it and i also have you book-marked to look at new things on your website.

    https://downloadlagu321.pro

  31. An intriguing discussion is worth comment. I believe that you need to publish more about this issue, it might not be a taboo subject but usually people don’t talk about such topics. To the next! Best wishes.

    https://mp3quacks.app

  32. I was recommended this web site by my cousin. I’m not sure whether this post is written by him as no one else know
    such detailed about my trouble. You are wonderful!
    Thanks!

    Here is my blog post – info of – tinyurl.com,

  33. Whats up very nice website!! Man .. Beautiful .. Amazing .. I’ll bookmark your website and take the feeds also?KI am glad to find numerous useful info here in the put up, we want develop extra strategies in this regard, thank you for sharing. . . . . .

    http://www.graliontorile.com/

  34. An intriguing discussion is definitely worth comment. I believe that you ought to publish more on this subject, it might not be a taboo matter but usually folks don’t talk about such topics. To the next! Cheers!

    https://vww.mp3juice.link

  35. This is the right web site for everyone who would like to find out about this topic. You understand so much its almost hard to argue with you (not that I really would want to…HaHa). You definitely put a brand new spin on a subject that’s been discussed for years. Excellent stuff, just excellent.

    https://mp3juice.tools

  36. Nice post. I used to be checking continuously this blog and I’m impressed!Very useful information specifically the last part 🙂I care for such info a lot. I used to be looking for this certain info for a very lengthy time.Thanks and best of luck.

    https://t.co/MEzkJu2qm8

  37. When I initially commented I clicked the „Notify me when new comments are added” checkbox and now eachtime a comment is added I get four e-mails with the same comment.Is there any way you can remove me from that service?Thanks a lot!

    http://b3.zcubes.com/v.aspx?mid=8302746

Leave a comment

Your email address will not be published.