3 Ways to Dive Deep with Cause Marketing

by Network for Good Specialist on ‎03-18-2013 3:00 AM, EDT

By Kate Olsen

 

Cause marketing programs that reinforce deeper partnerships among brands, charities, and consumers will create lasting value for everyone involved. Here are 3 ways to help your cause marketing programs go deeper for social impact and business return.
 

Deep dive via Pinterest.jpg1) Marquee Programs
One-off cause marketing programs have their place, but companies are realizing the benefits of investing in a cause marketing platform that evolves year after year. These marquee programs not only generate more lasting social impact though deeper partnerships with charity partners, but can also create more brand equity through thoughtful and authentic integrated marketing communications. 

 
2) Peer Pressure for Good
When it comes to participating in digital cause marketing campaigns, social proof is a vital component to spark action. Consumers are more likely to join a campaign if they see others have already endorsed the program via their participation and social sharing. 

 

How do you get all those consumers to join in? You have to 1) make the campaign personally relevant, 2) show your company’s authentic connection to the cause, and 3) ensure it is extremely easy to act and then share that action.
 
 
3) Loyalty Link
Cause is more than an add-on marketing approach, and is now an integral driver of consumer loyalty. Companies are finding that including a cause element within loyalty and rewards initiatives--both digital and traditional--can amp up the stickiness factor of their brand.
 

 

Stay tuned for three examples! In the meantime, what examples strike you as using one of these tactics?

 

 

Image via http://pinterest.com/pin/144607838007331944/

Comments
by Paul Dunn(anon) on ‎03-18-2013 7:50 AM, EDT

Kate:

 

We love your pieces here at B1G1.

 

And you are right on — for us (and B1G1 clients around the world) it's ALWAYS about embedding the giving and never about a 'campaign'.

 

So it's especially good to read your latest post.

 

We also have two other values aside from Habit. For us, it;s always about the impact (never about the dollars) and it's always about 'connection'.

 

Thank you for all the terrific insights you continue to share. 

 

Be sure to keep on doing .....

 

..... things that amaze you (and us)

 

Paul

 

by KatieBotha(anon) on ‎03-18-2013 8:29 AM, EDT

Check out the P&G Thanks Mom campaign that benefits Special Olympics each year. Great examples of all three tactics.

http://www.specialolympics.org/Sponsors/Procter___Gamble.aspx

by Network for Good Specialist on ‎03-18-2013 12:10 PM, EDT

Paul and Katie,

 

Thanks for your helpful comments, and providing us with the inspiration for this blog. Have a great week!

 

^AM

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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more

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