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.
1) 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?