Cause-Related Marketing

Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company?s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Powerful marketing edge

Cause-related marketing can become a cornerstone of your marketing plan. Your cause-related marketing activities should highlight your company's reputation within your target market. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

  • Increased sales
  • Increased visibility
  • Increased customer loyalty
  • Enhanced company image
  • Positive media coverage
By choosing a cause you are passionate about, cause-related marketing is emotionally fulfilling. It's a way to merge your profit center with your "passion center" and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.

Real-World Success Story

Cosmetic dentist Mark McMahon made himself a media mini-celebrity with a thriving practice due in part to his high-profile pro bono work in his community, a strategy that landed him radio and TV appearances in areas where he worked.

McMahon established partnerships with local charities, including a homeless shelter and a shelter for battered women, and offered free dental services to their members. Before each event, he contacted local media and let them know what he was up to. Several TV crews showed up, filmed him treating patients, and later aired the segments on the evening news.

"These events were surprisingly easy to arrange, and every year, they'd help us get press simply by doing these charitable promotions," McMahon says. "Local television news stations loved the emotional element. And it was obviously rewarding to see patients after we'd treated them who'd been in pain for months talking about how glad they were to be relieved of their toothaches."

Another project involved the Delancey Street Foundation, a residential education center for former substance abusers and ex-convicts. "I agreed to treat some of their members' acute dental needs," McMahon says. "I quickly appreciated the media appeal of transforming the appearance of these rough-looking guys with terrible smiles."

McMahon captured the event with before and after photos. "These guys had missing teeth and terrible smiles," he says. "So I had a professional photographer capture before pictures of these guys in street clothes with their snarling faces. After I fixed their teeth, we took more pictures, but this time dressed the guys in suits and ties, now looking like lawyers and accountants, with me sitting right in the middle. The media loved it, and it was great seeing these men looking like new."

McMahon's TV appearances created name recognition. "After I did the story on a local television show, I was recognized in my gym by a masseuse who had seen the show," McMahon recalls. "She said, 'I was thinking about you this morning while I was flossing my teeth.' She became a great source of referrals."

(Excerpted from the book Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort, by Steven Van Yoder)

Getting Started

Cause-related marketing yields mutual benefit. Look for partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a cause-related venture.

There are many types of mutually beneficial relationships you can form with your cause-related partner, including special events, sales promotions and collection plans. An easy way to embrace a cause is to team up with a charity.

Whenever Johnny "Love" Metheny, a slightly famous nightclub owner in San Francisco, opens a new club, he shares the limelight with a local charity. "I have a history of including the Leukemia & Lymphoma Society in my grand openings," says Metheny, who was voted the society's Man of the Year in 1991. "It's not only something I feel good about, but it helps us market our businesses to the community and media at the same time."

Volunteer with an organization. When Eunice Azzani, an executive recruiter, volunteered to serve on the board of the San Francisco AIDS Foundation, she didn't anticipate that it would connect her with executives from Mervyn's, Bank of America, and Wells Fargo Bank, all of who eventually hired her to work for them.

"People don't hire a piece of paper or a process. They hire people they trust," Azzani says. "Volunteering for a position at a local organization makes you very trustworthy." She advises business owners to target causes they believe in. "If you're helping with a cause you believe in, people will see that you care. And they'll realize you will probably care as much about your work."

As your partnership takes shape, become ambassadors for each other. Talk about the charitable organization and have flyers available. Promote the organization (and your partnership) on your website and in your newsletters. Ask your partner to extend the same courtesies to you.

Never lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest in your company and motivate people to buy from it. Select a cause that is important to your target market, and make sure your target market sees that connection.

About The Author

Steven Van Yoder is author of Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort. Visit http://www.getslightlyfamous.com to read the book and learn about 'slightly' famous teleclasses, workshops, and marketing materials to help small businesses and solo professionals attract more business.

steven@getslightlyfamous.com



Package Your Products for Thunder Thigh Women - Big Butts Too

Wake up women (and you men too). I think we... Read More

How Gratitude Works

Want to know what the highest-impact, lowest-cost tool is in... Read More

Client Attraction Technique #1: Niche Marketing

When asked "what business are you in" many business owners... Read More

Everybody Loves Raymond....You Should Too!

Popular TV Series Provides a Powerful Marketing LessonSmall Business owners... Read More

Finding a Brochure Printing Company

A brochure can be a great promotional tool, whether it... Read More

Baby Boomers - Marketing to the Me Generation

Unless you've been in a dimly lit cavern for the... Read More

Arts Marketing : Suggestions for Students and Beginners

Many artists create art but when it comes to marketing... Read More

A Guide to Brochure Printing

Brochure printing can be easy if you first identify your... Read More

Fundraising Letters Should Raise Donors, Not Donations, When Mailed to Strangers

Are you willing to spend $1.25 to raise $1? To... Read More

Send Postcards To Save Money and Cut Through E-mail Clutter

Use your computer to send personalized color postcards in quantities... Read More

Wooing Women With Packaging

In just one month three California vineyards have introduced new... Read More

Direct Marketing ? Brand Identity Guru Tips

If your company doesn't have a direct marketing program in... Read More

Standards for Dry Washing and Pressure Washing in Mobile Car Care

The industry standard for mobile washing is completing the car... Read More

Niche And Grow Rich

Unless you've been living under an Internet rock, you've probably... Read More

The Secrets of?

A lot of advertising and mailings promise to reveal the... Read More

Top 10 Ways to Create and Manage Opportunity

Most of us are used to the concepts of risk... Read More

Medias Dirty Little Secret

I'm constantly amazed by all of the media reps from... Read More

Radio Ads That Get Results

Radio advertising can be a small business's best friend. It's... Read More

Take It To The Customer

In the past, purchasing ad space was the solution to... Read More

A Creative RIOT

Relevant, original and impactful: that's what my friend Creative Director... Read More

How to Turn Your Promotional Products Expense Into a Profit Center

If you use promotional products you probably already know the... Read More

Rules of Thumb for Marketing to Your Past Customers

Keeping in touch can dramatically increase business, when done properly.It's... Read More

Business to Business Direct Mail Sales Letters Need an Offer (and Heres Why)

In direct mail, the offer is the incentive or reward... Read More

Commercial Collections By Telephone

The telephone enables a credit manager to make many contacts... Read More

Promotional Pen - A Pen by any other Name?

Have you ever been among a group of people exchanging... Read More

If you'd like to keep up-to-date,
please complete the form below and we'll put you on the mailing list
to receive our twice-yearly newsletter for supporters

* Your email address:
* choes your language: