Cause Marketing

Cause marketing has become increasingly popular as a way for businesses and corporations to give back to their communities. More than just a charitable donation it refers to the marketing of a for-profit product or business for the purpose of supporting a non-profit charity or a social cause in some way. It is considered a business strategy which allows organizations to demonstrate their values, engage the public, and increase brand loyalty. Promotional products are versatile tools to use which can assist in extending the reach of a non-profit entity and help garner support for the organization of future events. Below are some examples of how you can incorporate branded products into your campaign to promote your brand while spreading goodwill and increasing awareness about important issues.

For starters, you should think about what really matters to you and your company, and how your help will impact your community. In the age of social media, where tech-savvy consumers can research and find organizations that align with their own values, transparency and honesty are key to a successful campaign. Clarify to customers exactly what they are contributing to and choose products that allude to the cause or industry being supported.

Retail

For example, a company that wants to show support for an environmental cause can benefit from adding their branding to reusable products such as drinkware or tote bags. In this example, the company can choose to retail these products with part of, or all funds collected going to programs designated to protect the environment. Alternatively, your business or organization can give customers one of these branded products as a complimentary gift for qualifying purchases. In this case, each time they support your business, a part of the profit will be donated towards the cause of your choice.

Token for Donation

Another way to use promotional products is to use them as tokens of appreciation. Many times companies will add an option to their check out stage which asks if you want to round up to the nearest dollar, or make a contribution to a particular cause. In these cases, it could be beneficial to send them a little something as a way to say “thank you”. Keychains, writing instruments, and small desk items are ideal for these kinds of giveaways as they are budget-friendly and great for mailer campaigns. As many non-profit organizations operate with limited budgets, promotional products provide a cost effective way of giving supporters something to remember you by.

Raising Awareness

Promotional products can also be used as vehicles to increase awareness and encourage the public to join in on future events. Apparel does a great job of eliciting emotional responses from recipients and anyone that sees the personalized gear. It can be used as a symbol of commitment and signals to other like-minded people to join in. Donate branded gear such as t-shirts, hoodies, and caps which are great for events such as marathons, fundraisers, and other community initiatives. Participants and volunteers can take to social media to share their experience wearing the branded swag, encouraging their peers to pledge their support too!

In terms of benefits for your business, consumers tend to agree that business must play a role in addressing societal issues. Nearly 90% of consumers say they are likely to purchase from a purpose driven company. This means that a company’s commitment to improving social circumstances is almost as important as the product or service they sell. In addition, when you take into consideration that “71% of Gen X’ers are more likely to do business with the advertiser that gave them the product” (ASI), you realize there is great potential in creating a unique cause marketing campaign.