​What is Cause Marketing?

“Cause Marketing” ties your business proposition to social good by integrating a growth strategy that combines marketing, sales, community relations, and employee relations. 

When it comes to how consumers make decisions in today’s world, branding and marketing decisions cannot be made in a silo. In a recent study on “Earned Branding” -- researchers found half of all consumers buy on belief alone. ​

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​4-6x
More Likely ​to Buy
Global consumers are four to six times more likely to trust, buy, champion, and protect those companies with a strong purpose over a company with a weaker purpose. 

Why does Cause Marketing matter?

YOUR CUSTOMERS REQUIRE IT.

Consumers no longer prefer purpose-driven companies, they expect companies to be purpose-driven. If purpose isn’t embedded in some way to everything you do, it will undoubtedly be harder to improve market positioning and maintain strong relationships with your customers. SOURCE

• 71% of millennials will pay more for something if they know part of the profits will go to charity.
• 67% of all people will pay more to contribute to a good cause. 64% of people will avoid your brand if they don’t believe you have a great social impact. 
• 72% of Americans believe it’s important to buy from companies that reflect their values. Do your customers understand your values? How can you be certain? By putting them at the forefront of everything you do. 

YOUR EMPLOYEES REQUIRE IT.
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This trend doesn’t stop with your customer base either, it extends to your employees. In a competitive workforce market, it is crucial for companies to create an environment that will be attractive to recruit and retain top talent. Studies and market research consistently show that workers are more likely to apply for positions at companies who they see as having strong social ties to the community and world. In fact, 77% of employees indicate a company’s commitment to social issues when they decide where to work.

Are you ready to start your corporate Cause Marketing program?

There are many ways you can put Cause Marketing into action in your operation, and Blackbird Philanthropy Advisors can help get you there with some key tactics.

• Use data to inform strategy and ensure authenticity while improving credibility. 
• Strengthen existing marketing and HR systems by careful integration of cause marketing. 
• Secure, negotiate, and manage brand partnerships with community organizations and media.
• Amplify messaging through press coverage, special events, marketing campaigns, and promotions. 

Cause Marketing can take many forms. But what does it usually look like in practice?

• When a company promotes a social cause that is important to their values, independent of a relationship with a specific organization. For example: When a company releases advertisements promoting their affinity toward supporting mental health awareness and advocacy. Think: Dove Campaign for Real Beauty and #showus campaign.  
• Occurs when a company creates promotional sales campaigns that offer incentives to purchase because a donation will be made to a charity or cause. For example: When a business says they will donate $1 to a homeless shelter for every $20 oil change sold. Think: General Mills Box Tops for Education.  
• Additionally, some Corporate Philanthropy, Corporate Social Responsibility, and Community Volunteering initiatives and Socially Responsible Business Practices can take the form of Cause Marketing. Especially when your branding and marketing strategies are incorporated into your corporate giving and advocacy efforts.

64% of consumers says that contributing money alone is not enough. They believe companies should be integrating social good directly into their whole business model and raise awareness too. Don’t miss out on reaching two-thirds of the population, consider Cause Marketing.

If you’d like to learn more about how we can help your business create greater opportunities for long-term relationships and strengthen your marketing positioning through Cause Marketing, contact us to get started. ​