It seems the buzz words in business marketing today are the words cause marketing. The reality is that cause marketing has been around for years. Cause marketing allows businesses to be perceived as caring and compassionate. It has been shown that consumers are more likely to do business with those they perceive as giving back to the community than those that do not. In my 40 plus years of doing fundraising for nonprofit organizations like The American Cancer Society, I have seen what a properly promoted cause marketing campaign can do for a business. On July 19, 2017, I hosted a Spirit Night for The American Cancer Society Relay For Life of Sunrise from 5 PM - 8 PM. In those 3 hours, Tijuana Flats brought in $786.20. Much of that revenue would not have been obtained if not for the people who came out for the fundraiser. As a result, Tijuana Flats will be donating $157.24 to help those touched by cancer through research, education, advocacy, and services. Tijuana Flats is receiving great publicity as I have shared what they did across social media platforms and in media releases. Tijuana Flats also benefits as for many it was their first time to Tijuana Flats and because they had a good experience they will be going back.
Tijuana Flats was also given a certificate of appreciation that they can put up at the restaurant showing their support of The American Cancer Society Relay For Life. Tijuana Flats also has The Just In Queso Foundation as their in house charity that helps disadvantaged families and youth. Through out the year, Tijuana Flats supports many organizations showing that cause marketing is an effective strategy to strengthen a brand and increase revenue.
In setting up fundraisers and making them successful I have come to learn that all you have to do is ask. I recently took to Twitter and other social media reaching out for a chance drawing prizes for the fundraisers I have set up for The American Cancer Society Relay For Life. I sent a tweet to The Jason Taylor Foundation asking for a signed item and they responded and donated a signed mini-helmet valued at $135.99. Using social media has proven to be an effective tool when implementing a cause marketing strategy. As a result, The Jason Taylor Foundation received positive publicity and also was able to reach the audience that attended The Spirit Night thus increasing their chances to garner support.
Cause marketing when implemented properly allows your business to increase brand awareness while also increasing revenue. I highly recommend that businesses find ways to support local causes in some capacity. Sometimes it isn't a matter of money, it is a matter of giving an in-kind donation of a product or service and then letting people know that you supported the cause. In your course of doing business look for causes that resonate with you and then in all your marketing material show how you are helping the community.
In deciding to utilize cause marketing look at what the consumer wants to support. Then develop a plan to support these causes. Any business, be it a work at home business or a brick and mortar business or a professional office can benefit from cause marketing. The key is to promote what you are doing to help a cause. Use the resources you have to let people know that you are supporting a specific cause.
When you decide to use cause marketing you should:
1; Pick a cause that resonates with you
2. Develop a strategy to promote what you are doing. Make sure you do not rely solely on social media make sure you have some fliers to hand out in the community, post on community bulletin boards at high trafficked areas. Share what you are doing with as many people as possible.
3. Notify the electronic and print media about what you are doing
4. During the event use sources like Facebook Live to show everyone what is happening. Take pictures and post to sites like Instagram.
5. After the event, share the results.
6. When using your trifold brochures and your website make sure to include a section on The charities that you support.
Will you be one of the 75% that understands the value of cause marketing and how it can be a tool to increase brand loyalty and revenue? People know that I support The American Cancer Society Relay For Life and as a result, they choose to book me for marketing and media relations consultations, to emcee their events, to do voice overs, and to be their PA Announcer. Cause marketing has served me well and I hope it will serve you well.
