Today’s consumers care about more than just your products and services – they care about what you stand for. As they view your advertisements or scroll through your website, they’re often paying attention to how you contribute, beyond the walls of your office, in making the world a better place. In fact, 91 percent of consumers in a global study said they would likely switch to a brand that supports a good cause, given similar price and quality.
To that end, many companies today are engaging in cause marketing, working directly with a non-profit organization to support their efforts and give back to the community. The benefits of this are vast. Not only does a non-profit receive much-needed support, but it also helps to elevate your brand and makes your team feel engaged and involved outside of their day-to-day responsibilities.
It may seem difficult at first to choose a non-profit that fits with your company, but finding the right fit might be easier than you think. For example, Coca-Cola has always used the polar bear as their mascot, so when the bears’ home began shrinking, they teamed up with the World Wildlife Fund (WWF) to raise money for habitat conservation efforts. Through codes placed on cans and packages, Coca-Cola customers were able to send in text donations of $1 each. Reebok teamed up with Avon 39 in order to sponsor a 39-mile walk – in line with their passion for fitness – to raise over $500 million for breast cancer research.
Cause marketing doesn’t necessarily mean that your company has to donate large amounts of money to the non-profit; instead, consider hosting an event, providing free services, or running internal donation campaigns to help.
At GMP, we have supported the Women’s Resource Center, a non-profit located in Wayne, right around the corner from our building. Their mission to help women of all ages successfully navigate life’s transitions while inspiring others to do the same strongly resonates with our predominantly female team. We happily donate to their annual campaign and have provided marketing strategy and support at no cost.
This type of marketing strategy is a win-win situation for both your company and the non-profit you selected. Contact us today to take your first steps into cause marketing and grow your business by making the world a better place.