The Homa Files

Excerpted from Washingtonpost.com, “Cause Marketing Matters to Consumers”, by Kim T. Gordon, October 14, 2008

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In this new era of social responsibility, what you don’t do can cost you. “Cause marketing” is now the norm, and customers who visit your website and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.

If your business or brand doesn’t stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.

Even niche markets, such as the nation’s college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95 percent of students say they are less likely to ignore an ad that promotes a brand’s partnership with a cause.

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The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these important steps:

– Choose a related cause: A solid cause-marketing campaign often starts with the right affiliation. So as you go through the nonprofit selection process, look for a cause that relates to your company or its products.

– Contribute more than dollars: For many types of businesses, cause marketing involves donating products or services and not simply writing a check. This can help form even stronger consumer associations between what you offer and the good work you do.

– Formalize your affiliation: To make your affiliation a win-win for everyone, work with the nonprofit you choose to define how it will help your business increase its visibility, brand or company awareness. If the organization has a newsletter or other communications with its constituents, negotiate for opportunities to do joint promotions. Discuss how you will use the organization’s logo and name in your marketing campaigns, and how it, in turn, will use your company logo and name in its press releases, on the organization’s website and in other materials.

– Mount a marketing campaign: Success in cause marketing often means motivating an audience to take action, such as making a donation or participating in an event.. Using a dedicated marketing campaign, you can reach and persuade the target group while also raising awareness for your business and its commitment to social responsibility.

Edit by DAF

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Full article:
http://www.washingtonpost.com/wp-dyn/content/article/2008/10/17/AR2008101702913_pf.html

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