Why firms want to begin significantly with trigger advertising
It is no secret that our world is facing enormous challenges. Governments and NGOs are doing their best to empower communities that do not have access to the basics of life, but more is needed to succeed.
The challenges are great and are getting bigger, complex and complicated and far too expensive. There is an overwhelming need for public and private collaboration to have a lasting impact that improves our societies.
“Corporate Social Responsibility” has become more than just a buzzword over the past two decades. Consumers today expect businesses to behave like responsible citizens and do their fair share of “giving back” to communities.
Specifically, in the Consumer Intelligence Series 2021 PWC Survey on Environment, Social Affairs and Governance, 83 percent of consumers were more likely to buy from companies that are environmentally friendly; 76 percent of consumers felt the same about companies that supported social causes.
The results are clear – businesses need to take cause marketing seriously and get it right.
What is cause marketing?
Enter cause marketing – the alignment of a brand with the goal of generating both profits and societal benefits. In contrast to philanthropic donations, cause marketing is not a simple donation to charity, but a partnership between a private and a non-profit organization for mutual benefit. The focus is on developing long-term, purpose-driven programs that enable brands to do good and do good at the same time.
By adopting cause marketing and connecting it to a good cause, consumers will be more likely to choose your business over the competition because they believe their purchase will do something good for the world.
That said, it all depends on your cause marketing being done right. Consumers are savvy, and seeing a brand paying lip service can do more harm than good. If you are familiar with the terms pink washing, green washing, and other colors associated with various forms of washing, then you’ve heard and seen enough to know that the review is real .
With that in mind, here are some top tips for brands on how to go about choosing a cause to support. Remember, cause marketing doesn’t have to cost an arm and a leg, but if it’s not an authentic and genuine effort, your campaign can fall on its head.
Cause marketing is not a simple donation to charity, but rather a partnership between a private and a non-profit organization for mutual benefit
The most important cause marketing tips
1. Ensure alignment with your brand
Do you want your brand to support charity? Of course, it’s always nice to support charity, but you don’t have to support just for the sake of the cause or support every cause that shows up on the annual calendar.
Instead, take a strategic approach and choose a single purpose, charity, or at least a topic to devote your efforts to that fits your brand. If you’re a fashion or beauty brand, you might be looking to support women empowerment issues. Maybe you sell teas and coffees – this is how you can support non-profit organizations, farmers or sustainability initiatives.
2. Do more than just throw money on it
The beauty of cause marketing is that, as a company or brand, you have resources and knowledge that nonprofits may not have. Think about how you can uniquely support your decision by leveraging strong customer loyalty, effective ways of working, or just significant human resources.
A one-off brunch or fancy dinner will most likely be viewed for what it is – lip service to one thing. Instead, look at how you can find creative ways to inspire your co-workers and your community to do good.
From encouraging employees to participate in a marathon by raising funds raised, or using your social media channels to raise awareness, make sure it’s well thought out and use your expertise as best you can.
Take a strategic approach and choose a single purpose, charity, or at least a topic to devote your efforts to that fits your brand
3. Integrate your cause all year round
If you want to be a brand connected to one thing, getting involved in it once a year may not be enough. To get back to the importance of authenticity, you really need to be dedicated to your cause.
Think about how you could incorporate messaging into your seasonal campaigns. As you stand up to support cancer charities, remember to raise money not only during the education months like October, but also during times like Christmas or Ramadan or Mother’s Day or Father’s Day when people think of loved ones.
If you have a strong social media follower, why not use it as a year-round platform to give voice to people who are actively involved in the campaign on a daily basis? Or why not offer year-round products that donate a certain amount to a charity of your choice. Your efforts don’t have to be visible just one day a year.
4. Be clear about your intentions
If you are selling a product to consumers to raise money for a charity, you should be aware of who the funds are supporting and how much you are donating. Consumers can be very doubtful of their tax intentions if this information is not available.
Make an impression on consumers when it comes to costs versus donations. A significant amount of which a small percentage goes to charity can very well make your customers doubt your good intentions.
If you follow these tips, they should help you develop an authentic and engaging cause marketing campaign that will resonate with your consumers while delivering some really positive benefits for the communities and the planet as a whole.
Monica Malhotra, CEO and Founder of TheGaggler.com