5 Tips to Boost Your Next Cause Marketing Campaign’s Reach

Businesses with a clear purpose perform better and are more likely to succeed.  A business’s purpose should serve as the hub of its ideation — in other words, every decision a company makes should be an extension and affirmation of its purpose. Having a sense of purpose allows a business to better navigate its challenges, often providing clear solutions in even the most trying of times.

Plus, purpose-driven businesses have a great marketing advantage — they are more likely to engage consumers. Tailoring specific cause marketing campaigns to your business’ consumers can be an effective form of consumer outreach, as well as a means of evangelizing for your business purpose.  

When planning your own cause marketing campaign, these 5 tips can help increase your chances of success:

1. Be authentic. Consumers are quickly fatigued by disingenuous companies and hollow claims. If you are partnering with a charity organization for your campaign, find a cause that has personal relevance or that serves as an organic alignment to the brand. Consumers recognize authenticity, and can spot campaigns that don’t have it.
2. Allocate charity benefits. Allocating a percentage of sales from a product to charity is a simple and effective way to set up your cause marketing campaign.  The campaign can operate for a specified period of time, or can serve as a permanent campaign.  In addition to our various campaigns, we have a permanent profit-share model.  
3. Create branded products. Create T-shirts, hats and other articles to promote your campaign. Sales from such items can then be directed to partner organizations. Physical items such as T-shirts are also a means of furthering the campaign’s message and gaining exposure, and allows the consumer to engage with your brand and feel like they’re part of the cause.
4. Host events. Events help declare the message of the campaign and attract focus to it. Events can come in many guises, including parties, educational seminars, festivals and concerts. However, defining and planning a successful event depends on the nature of the campaign.  
5. Distribute press releases. Marketing campaigns provide opportunity for press and greater company exposure. When a cause campaign is launched, follow it with a press release to local media (or national, if relevant) concerning the campaign. It may even be appropriate to schedule a press conference highlighting the campaign, its purpose and associated products.