Cause Marketing
What its not:
A corporate foundation giving funds to a non-profit organization in the form of a grant.
A business providing volunteers for an organization's event or ongoing operations.
This is transactional and does not constitute any connectivity with each others brands.
Cause marketing otherwise known as cause branding can be defined as a partnership that meets the goals and objectives of both a for-profit company and a non-profit organization, while not only protecting each brand but also enhancing it. The purpose is to help companies and nonprofits integrate values and social issues into brand equity and organizational identity.
Does it really accomplish that? Yes. In fact, American consumers say:
They have a more positive image of a company if it supports a cause
They are likely to switch from one brand to another that's similar in price and quality
A company's commitment to a social issue is important in where they shop.
They are more likely to buy a product that supports a charity.
In terms of benefits to the non-profit, these same consumers are
More likely to tell a friend about the charity.
More likely to give a donation individually to the charity.
One of the most important factors in determining a successful partnership is finding the right partner. Each must find a company, brand, product, service and/or organization that is truly aligned with their own in order for the relationship to resonate with target stakeholders.
SPRINGBOARD CONSULTING CAN HELP YOU MEET YOUR CAUSE MARKETING INTERESTS AND OBJECTIVES. Contact us to find out how.