For a small business, marketing usually needs to be smart, proven, results-driven, and often local. The idea of investing in long-term brand building with a projected (fingers crossed) pay-off in sales a year or two or five down the road is often unrealistic. For small businesses looking to increase sales without long-term investment or delayed payoff, cause marketing is a great option. Below, the FAQ’s that’ll set you up for success.
Cause marketing is any type of donation of time, products, resources, or revenue from a for-profit business to a not-for-profit organization. This can look like a purchase-related donation, employee volunteering, sponsorship of a non-profit cause or event, or annual giving to a charity or foundation. Cause marketing draws heightened, usually emotionally-driven attention to your brand as well as to the cause you, your employees, or your customers care about.
Companies large and small have attached various causes to their brand in the form of a donation with purchase of their products, annual giving, or employee involvement. Here are a few causes and companies you may have heard of:
Here are a few stats that make a clear case for cause marketing as a tool to advance your company’s goals:
Our global economy offers consumers endless purchase options and year-round deals and discounts. At the same time, there are countless issues to be addressed and causes worth championing. Attaching an emotionally compelling cause to the purchase of a product or service resonates with consumers of all kinds.
Not only that, but cause marketing makes employees, customers, and donor recipients feel involved, connected, and cared for. Cause marketing tends to underscore our commonalities rather than our differences. When your cause marketing is custom made with your brand in mind, it benefits all stakeholders.
No way! Giving isn’t limited to the global retailers of the world, and you don’t have to be a big company with a big budget to get into the cause marketing space. Following are some guidelines to help you rock your cause marketing campaign:
When you partner with a non-profit your brand is enhanced by theirs and vice-versa. It’s a win-win for your exposure and theirs. When you promote your partnership on a physical piece you extend your cause marketing benefits beyond a specific event or time period. Below are some affordable, high-visibility cause-related products you can customize to promote your cause marketing partnership:
This Good Value™ Neon Fanny Pack delivers bright exposure at outdoor events like charity walks and fun run fundraisers.
This Eco-Green Jute Tote provides plenty of room to promote your cause marketing partnership, and the bag is made of eco-friendly jute. This one’s great for environmental and Earth Day-related partnerships.
To maximize visibility for the cause that you care about, promote your partnership on a pen that’s sure to stay in steady circulation. The Alpha Soft Touch Bright with Stylus is a best-selling crowd-pleaser with a smooth finish and integrated stylus.
No matter which cause you’re passionate about, from clean water to kids sports to helping the homeless, promoting it on an eco-friendly promotional product is always a safe bet. A few hits include the Full Color Inkjet Eco-Friendly Dawn Pen, made of 35% wheat, or the Stainless Steel Straw Kit, featuring a carrying pouch with plenty of room to advertise your chosen cause.
Customized bracelets like this Debossed with Color Fill Silicone Wristband are popular among kids and adults when it comes to causes. Check out our broad selection here.
Consider a trendy U-Level Knit Beanie or an ever-popular baseball-style cap like this Buttonless Cap.
No matter what your company cares about, from the local food bank to shelter animals to sending kids to summer camp, it pays to get involved. Check out GreatNonprofits to help brainstorm causes in your community and connect with local non-profits.
Like comfort food, helper words, and reminding your kids to brush their teeth, lending a helping hand is hard to do just once. What’s more, cause marketing has the added benefit of being both good for business and good for the soul. We predict that once you start, you’ll find an ongoing stream of causes to which you and your employees are eager to contribute. Let us know which one you choose and how you promote your involvement by tagging us on Facebook and Instagram.
P.S. Check out some of the causes Pens.com’s cares about here.
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