Building a Successful Cause Marketing Campaign
A successful marketing campaign can bring many benefits, from generating new leads to creating loyalty and trust among customers. Done properly, cause marketing can help both your business and your nonprofit partner. It’s important to make a strategic plan before starting your campaign to ensure both parties will get the most out of the situation.
Identify Your Cause
A successful cause marketing campaign should reflect the values of your company and your customers. While there have been examples of random, successful partnerships, cause marketing can come off as more genuine if the cause is related to your brand in some way. Knowing your audience and constructing a campaign around their values will not only help the nonprofit you are involved with, but it could also help increase loyalty to your brand.
Additionally, your employees will be more willing to participate if it’s something they believe in. Their passion will show through their work, enhancing the outcomes for the nonprofit.
Determine Your Contribution
Monetary contributions aren’t the only way companies can help a cause. Often money isn’t enough to convince consumers, and monetary gifts can seem disingenuous or even lazy. Furthermore, many small businesses might not have the budget to write a large check. Luckily, businesses and marketing departments have more to offer than just money, like:
These actions can help form a strong association between your products and your company’s nonprofit work. However, if support is monetary, there are many methods of funding. For example, your company could create a promotion that donates a certain amount to a nonprofit for every sale you make on a certain product or service.
Involve Your Audience
Your audience can be a driving force in your cause marketing campaign — if you let them. By utilizing social media or creating a custom-built landing page, you can motivate your audience to participate in many ways, like:
- Donating to the cause;
- Sharing your social media posts to spread awareness;
- Interacting with your nonprofit partners;
- And participating in an event.
Using customer relationship management (CRM) software can help you pursue the right audience for your cause marketing while raising awareness for your nonprofit partners. It can also help ensure you follow-up and create personalized messages of gratitude and appreciation. Making your audience feel involved will give them a sense of responsibility, as 96% of people feel their own actions can make a difference. Messaging and outreach that validates these feelings can be a great way to drive engagement.
The campaign will likely get more traction if both you and your nonprofit partner are promoting it. This can be done in a number of ways, including:
- Tagging each other in social media posts;
- Announcing your affiliation in a newsletter;
- Sending a press release to news outlets;
- Writing blog posts about the experience;
- And using each other’s logos in marketing campaigns.
Strategizing with your nonprofit partner can help ensure both of you will get the most out of the partnership. Some of the most successful cause marketing campaigns developed omnichannel marketing strategies to increase awareness and exposure. Utilizing marketing automation can help you strategize by freeing you of the repetitive tasks of posting to social media or sending emails.