Cause Marketing

Cause marketing still matters to consumers and brands continue to invest in it. A recent IEG Sponsorship Report shows that cause sponsorship in 2015 is predicted to reach $1.92 billion, a 3.7% increase over 2014. Despite this growth, many brands who jump on the cause marketing bandwagon will fail to execute the campaign effectively. The following are a few tips to keep in mind to ensure your campaign is a success.

1. Cause Alignment

Make sure the cause you support – whether an existing nonprofit or a newly created charity – relates to your brand’s core messaging and offerings. Otherwise you’ll end up confusing your consumer base which dilutes the impact of the campaign.

2. Communication Tools

Before you publicly announce the campaign, make sure your internal team has the appropriate communication materials to confidently speak about the organization if asked. This is different than establishing a spokesperson, but rather a full internal download with employees about why the brand has chosen to partner with said organization and how the partnership aligns with the brand’s core values. By doing so, you can help eliminate confusion that could easily seep out via daily conversations amongst peers and social media channels.

3. Make a Commitment

A cause marketing campaign is most effective if your brand is willing to make a long term commitment. Avoid the revolving door of designated cause support. Invest the time to find a cause that best speaks to your brand and make a long term commitment. This allows consumers to better associate your brand with the said cause and therefore reinforces your key messages. In addition, it also creates greater consumer trust as consumers can witness the commitment your brand has made.