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Consumers expect brands to be socially responsible. It’s no longer an option. 

We’re not just talking about investing in eco-friendly products. Sure, developing sustainable practices as a business will have favorable effects on your prospects and customers. But they expect more than that. 

It’s about aligning with a cause your target audience values. And it’s about supporting that cause wholeheartedly, taking a social stand when necessary, and adopting a business model that is founded on this moral ideal. 

This is known as a cause-related marketing strategy, and it’s changing the way we do business.

What is Cause-Related Marketing? 

Cause-related marketing is all about shifting your business strategy to focus on a social issue or belief, rather than a product or service. By aligning with a relevant societal cause, organizations show social responsibility. This creates brand loyalty within an organization’s customer base. 

The facts speak for themselves. Cause-related marketing is a must in today’s business world. 

  • 70 percent of consumers want to know what the brands they support are doing to address social and environmental issues.
  • 46 percent of consumers pay close attention to a brand’s social responsibility efforts when they buy a product or service.
  • 77 percent of consumers would be more willing to do business with a company if they demonstrated a commitment to addressing social, economic and/or environmental issues.

Benefits of Cause-Related Marketing 

Perhaps the biggest, and most impactful, benefit of cause-related marketing is the effect it has on society. By supporting a value, bigger than your organization, you’ll help make a positive impact on the world. But if that’s not enough, there are specific organizational benefits to launching a cause-related marketing campaign. 

Here are just a few of the perks: 

  • Improved corporate image
  • A stronger relationship with prospects and customers
  • Increase in brand loyalty
  • A more human appeal 
  • Boost in employee morale
  • An edge up on competition 

Using Gifts to Launch a Cause-Related Marketing Campaign

So you want to start your own cause-related marketing campaign. But where do you begin? Gifts can be an easy focal point of your campaign. By investing in and handing out cause-driven items you’ll send a clear message that your brand is focused on a larger purpose. And in the process, you’ll give out a gift that delights your prospects. 

How do you use gifts to launch a cause-related marketing campaign? The following steps will guide you through the process. 

1. Choose a Cause

First, you have to choose a cause that you’re passionate about. The best cause-related marketing campaigns are genuine. This means you have to truly care about the mission you are supporting. Consumers are skeptical, and can easily see through your efforts if the cause you choose isn’t aligned with your brand. 

You’ll also want to consider what your target customers value. Choose a relevant cause that your own company can get behind, and that your prospects will appreciate. 

2. Involve Your Audience in Support of this Cause

The gifts you invest in are just one part of the contribution. You’ll want to involve your audience too. And we’re not just talking about donations. 

The best cause-related marketing campaigns get creative and find a way to incorporate their audience. The idea is to spread awareness of the cause you’re supporting, with the hopes of getting other prospects involved. 

Here are a few ideas: 

  • Take photos and videos of your clients or prospects with their cause-related gifts
  • Run advertising campaigns around that cause
  • Hold an event in support of that cause
  • Come up with a direct mail campaign and include the cause-related gift
  • Run an email marketing campaign announcing the cause you’re supporting 
  • Create a website dedicated to this cause, and tell the story of why you are supporting it

3. Partner Up with Your Nonprofit

Ask the nonprofit you’re supporting to join you in your promotion efforts. This will help your campaign, and help the cause your supporting get more traction. Here are some ideas on how to partner up: 

  • Start with social media. Be sure you’re tagging each other in posts, photos, event pages, etc. 
  • Use blog posts to document any success stories of your campaign.
  • Incorporate each other’s logos on any marketing materials you use.

Cause-Related Marketing Gift Ideas 

Now that you know how to launch your cause-related marketing campaign, it’s time to choose the gifts that align with your cause. These gifts are the heart of your cause-related marketing strategy and will help showcase your company’s values to your clients, customers, and prospects. Luckily, there are a lot of great gift ideas out there that support a wide variety of causes. These products are useful, high-quality items that are from starspromo.com,please feel free to contact us to get more ideas about promotional items,get a free quote of these items,starspromo will be your favorite supplier,Thanks!

by Cathy Houston from DELTA MARKETING

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