5 Cause Marketing Lessons from Psychology

[#1]

By Allison McGuire

Help Scout has released a fantastic infographic entitled, 10 Ways to Convert More Customers Using Psychology. While it contains helpful lessons for marketers, there are a few ways cause marketers can extrapolate the data to inform cause consumption and campaign support. Definitely check out the infographic in its entirety, but keep these takeaways in mind. All bolded text is from Help Scout’s infographic.

1)      Help customers break through “action paralysis” by setting minimums. If you’re running a donation drive, this concept can be utilized by applying donation minimums that clearly outline where the money is going.

Message: “Want to help victims of Sandy? Give $10 now to provide five blankets for families in need.”

2)      Embrace the power of labels. When people are randomly labeled, their actions tend to reflect that moniker. Help Scout’s example: those labeled as “politically active” are more likely to vote. Label your customers as compassionate consumers, who caring about supporting cause, and explain how your campaign, product, or service, fulfills that desire.

Message: “You care about the planet and so do we. That’s why we’re using 100% recyclable ingredients in our new line of household cleaning goods.”

3)      Understand the 3 types of buyers. The infographic divides consumers into the following categories: Average spenders (61%), tightwads (24%), and spendthrifts (15%). By understanding that not everyone wants to buy your one product tied to cause, think about incorporating cause into your company’s mission instead.

Message: “We aren’t a company with a ‘cause’ product, we are a company with a cause. We donate 10% of all sales to charity.”

4)      Highlight strengths by admitting shortcomings. I’ve noted before that instead of decreasing CSR objectives, consumers are more interested in seeing companies set high goals, and report back on how they got there or explain why they didn’t. What I should have added is that when companies don’t meet those high expectations, consumers are okay with that. If you can explain that while you didn’t meet your goals this time and you’re constantly striving for improvement, we’re onboard, and we’ll have faith.

Message: “We set high goals for ourselves last year. Though we didn’t meet those marks entirely, we’re committed to working even harder to ensure our carbon emissions are halved in ten years.”

5)      Use urgency the smart way. While most marketers know using urgency and scarcity (“Get it now, while supplies last!”) drive action, many times there aren’t follow-up calls to act. When you first appeal for support of your cause campaign, don’t just stop there—follow up.

Message: “If you watch our video now, you’ll unlock $1 for the charity of your choice. Help us help your cause!”

Top image via Flickr user weather&noise: http://www.flickr.com/photos/thecrowes/2164018526/

Bottom image is author's own.

[#2]

I'll have to tell my psychologists in Edmonton about all of this. Just to see what they think, since they are both a psychologist and a business man. Thanks for sharing!

[#3]

Thanks for your interest, Simon! We appreciate you spreading the word.