Elements of a strong cause marketing campaign
Cause marketing campaigns vary widely, but some key elements make them successful. Giving thought to the following considerations can provide better insights into what the cause needs and how best to partner with it, ultimately driving a more successful campaign.
Passion drives business and is contagious — so much so that customers can often sense it. If a cause marketing campaign is handled by those genuinely passionate about the cause, it will show in the execution.
The opposite will also usually show. Consumers can tell if a cause marketing campaign is disingenuous by:
- A lack of enthusiasm or understanding of the cause on the part of a business
- A disconnect between actions and cause purpose
- The cause campaign not being integrated into the business’s brand story
A working knowledge of cause marketing and the business world is essential to cause-related campaigns. Businesses that understand how cause marketing works can create campaigns that appeal to their customers and drive donations or other support for the cause. People familiar with cause marketing know which channels work best for reaching potential donors, which tactics work best for engaging audiences and how to leverage cause marketing to further their business goals.
Brand synergy is when two brands connect in a natural, seamless way. This kind of connection helps cause marketing campaigns feel organic and authentic. Plus, it can help create bridges between need and resources, such as when a restaurant donates food or a company provides space for a fundraiser. By finding cause marketing partners with similar values, a cause’s message can be amplified and its reach extended.
Cause marketing campaigns that are localized and belief-driven can be very effective in raising awareness, generating brand loyalty and driving donations. Local cause marketing has the potential to reach more people who may not have previously heard about a cause, and it offers an opportunity for companies to engage with their community. For businesses, especially franchises, cause marketing can be a great way to establish a presence in their local area and build a stronger connection with customers.