Create Cause Marketing That Matters to Consumers

By Kim T. Gordon of Entrepreneur.com



In this new era of social responsibility, what you don't do can cost you. "Cause marketing" is now the norm, and customers who visit your Web site and see your advertising want to know that you share their desire to make the world a better place by supporting an important cause.

If your business or brand doesn't stand for a cause, consumers may turn to your competitors. The number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87%, a dramatic increase in recent years, according to a Cone Cause Evolution Survey.

Even niche markets, such as the nation's college students, now show a striking preference for brands they believe to be socially responsible. According to a newly released College Explorer study from Alloy Media, nearly 95% of students say they are less likely to ignore an ad that promotes a brand's partnership with a cause.

There's a strong connection between entrepreneurship and giving. The challenge is to make your socially responsible efforts a winning proposition for the nonprofit group you support, the community and your business. You can master this marketing challenge by following these five important steps:

Step 1. Give from the heart. Cause marketing works best when you and your employees feel great about the help you're providing to a nonprofit group. So work with an organization you and your team believe in, whether that means supporting the fight on behalf of a national health issue or rescuing homeless pets. What matters most to you, your team and your customers? You'll work hard to make a difference when you give from the heart.

Step 2. Choose a related cause. A solid cause-marketing campaign often starts with the right affiliation. So as you go through the nonprofit selection process, look for a cause that relates to your company or its products. For example, when Procter & Gamble's (PG Quote) Olay brand skin-care line partnered with the American Society for Dermatologic Surgery, its campaign goal was to inspire women to protect their skin from the sun. PR support yielded widespread broadcast, print and online coverage, helping the program attract more than 9,000 individuals for free skin-cancer screenings.