Cause Marketing, How to Choose a Non-profit Partner

Like philanthropy, cause marketing helps to support non-profit organizations. However, unlike philanthropy, cause marketing has a secondary purpose. Cause marketing helps you to promote your business. This should be a win-win relationship, but like other methods of marketing, it can fail if you don't plan carefully. Developing the right partnership is the first important step to a successful cause-related marketing campaign.

1. In the same way you consider what products or services to provide, it is important to consider your customers. Selecting a cause that is important to you customers not only makes for a logical marketing connection, it tells your consumers that you care about them and what is important to them. Here's an example:

General Mills, Box Tops for Education
A large percentage of General Mills customers are families with school age children.




2. If possible select a cause that relates to your product. For restaurants in Winston-Salem, NC. Supporting Crisis Control Ministry through Hope du Jour is a great choice. Crisis Control Ministry serves the emergency needs of those in Forsyth County, including providing food through their food pantry. Hope du Jour is a day when local restaurants donate a portion of that day's sales to Crisis Control. Probably the best example of a successful cause-related marketing campaign to do this is Dawn Saves Wildlife.

Dawn Saves Wildlife
This long lasting campaign has been running for over 30 years and we still remember, "Dawn Cuts Grease and is Gentle to Skin".







3. You want to choose a non-profit with which you can build a long term relationship. Like with any other marketing method, you need multiple exposures to see any results. You wouldn't expect to run an ad one time in one publication and expect results, so don't expect that one cause-related marketing campaign will be effective on its own.

4. Get to know the non-profit. Do your research. In the same way you would look at the readership of a publication before choosing to place an ad, learn exactly what the organization does, who they serve and more importantly, who supports their cause. Ask for a copy of their annual report, look at their 990s (these are generally available on their websites). Tour the facility. Look for them on Charity Navigator which evaluates non-profits. Check with the Better Business Bureau.

According to PR Week/Barkley Cause Survey, 74% of consumers stated that they purchase a brand because it supports a cause. Cause marketing is valued by consumers. It helps support non-profits and it helps you promote your business. Overall, cause related marketing is a win-win.