Giving Back this Holiday Season, and How Cause Marketing Can Help Your Organization
Give the gift of giving this holiday season! Consumers love supporting companies that have a philanthropic side, so cause marketing is a great way to make your business stand out while also supporting an organization that you’re passionate about. Here are some ideas for giving back during the holidays and how cause marketing can help your organization.
What Is Cause Marketing?
Cause marketing is when a business partners with a nonprofit in order to promote their product or service while also raising money and awareness for the charitable organization. It’s a win-win situation because it generates sales for your business while also giving back to a cause that you strongly believe in. As causemarketing.com explains, “Cause Marketing is a type of corporate social responsibility, in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.”
Why Is Cause Marketing An Important Tactic?
No matter what a consumer is looking for, there are numerous stores and websites where they can purchase that product or service. Why should they choose your business? This is where cause marketing comes in. Consumers are more likely to support companies that are committed to having a positive social and environmental impact. Having a philanthropic aspect incentivizes shoppers to do business with you and your company.
Storytelling is an essential part of cause marketing. Rather than just stating the facts, use storytelling to create a deeper connection with your audience. Stories capture attention, express your brand values, add a human element to your marketing and so much more. Not convinced? Check out this article about the importance of storytelling in marketing to learn about more of the benefits.
How Can Cause Marketing Help Your Organization?
Cause marketing is a great way to connect with your audience and cross-promote the business and organization/nonprofit. With the nonprofit promoting your brand, you are reaching a new audience and vice versa. This improves brand awareness and ultimately, sales.
Examples of Cause Marketing
A well-known example of cause marketing is TOMS shoes. Your purchase creates social change by supporting impact grants, shoe giving, sight restoration, and safe water systems. Consumers feel good about their purchase because they are having a positive impact on the world. Through storytelling, TOMS shows how they are building a better tomorrow by giving thanks to the support of their customers.
DIFF Eyewear also uses cause marketing to promote their eyewear in addition to supporting global and local causes. Part of their marketing strategy is letting consumers know that for every pair of glasses sold, DIFF will help to provide the gift of sight to someone in need. Project DIFF encompasses their worldwide programs in support of empowerment and education. However, they also partner with numerous local charities in their home base of Los Angeles, CA.
On a local level, 723 Whiskey Bravo has partnered with Emerald Coast Children’s Advocacy Center (ECCAC), which is an organization that provides services for children in Okaloosa and Walton counties who have been abused, neglected or assaulted. Diners at 723 Whiskey Bravo are greeted with a stuffed animal on their table, which was created in the likeness of Riley – a 12-year old Maltese who serves as one of the beloved therapy dogs comforting the children at ECCAC. For a donation of $20 or more, patrons can take the stuffed dog home with them and know that they’ve helped a child in need. This collaboration benefits the restaurant because it shows their philanthropic side, and this benefits the organization because funds are being raised for their initiatives. Plus, they are cross-promoting each others brand.
How Can You Give Back This Holiday Season?
The holiday season is all about giving back and being thankful for what you have. If you want to give cause marketing a try this holiday season, below are a few forms to try. It’s important to use storytelling in your marketing efforts so that consumers fully understand the social impact and why this cause means so much to you.
Cause Marketing Ideas:
· Donate a portion of your sales to a nonprofit or cause.
· Buy One, Give One: Donate a product (of similar value) for every product sold
· Transactional Campaign: A donation is triggered by a consumer action, such as making a purchase, sharing a post on social media, etc.
Causes We Love
With so many charities and nonprofits out there, it can be difficult to choose just one. Here are a few organizations that we are grateful for here at The Storyteller Agency:
· DCWAF
· WCTE
Interested in using cause marketing for your business, but not sure where to get started? We can help! Contact The Storyteller Agency today and we’ll help you develop the right strategy for your company. We love telling stories that make a difference.
