Well-run companies are fully aware of their social responsibility. They know the value of investing in their communities.

Cause-related marketing programs can, of course, accomplish two goals: Help deserving organizations increase revenue and propel your business to a profitable stronger image.

What works?

Assuming it’s a worthwhile cause, you and the nonprofit must have the right tone of voice in your approaches. A compelling campaign will talk with – not at – your audience. Engagement is the key objective.

ID-100297509Here are the six best practices:

1. Make sure it’s a win-win

Words matter. You’ve heard the adage, “Charity begins at home.”

Both the charity and your company must profit. Many marketers mistakenly using the term “cause marketing” vis-à-vis “cause-related marketing.”

The term cause marketing is a misleading term. It represents a danger because what happens is the focus goes more on the charity than the sponsor.

Your goal should be to help a charity while you help your company to sustainability.

Therefore, because the two goals are intertwined, I prefer the term, cause-relating marketing.

2. Inspire with simplicity

It might sound cruel but you must write at the sixth-grade level while accomplishing two goals in your messaging.

Firstly, use an economy of words so that the average busy person easily understands your message. That means writing for the ear of people who lead hectic lives.

Secondly, arouse and enthuse your audience to act.

3. Tell a story effectively with visuals

My research shows the time spent using the average Web site is only three minutes, five seconds.

Mega Web sites attract visitors for 30 minutes or more at a time.

But the stat also means half the world’s Web sites have a high bounce rate – users take a quick look at the content and leave right away.

It’s the same story on television. The attention span for many people is quite short, which why marketers create unique videos.

The trick is to create a brief video that effectively tells your story with a call for action.

Businesses aren’t successful when society crumbles around them.


4. Include a physical display

To illustrate your points, include physical components that easily illustrate the intent of your message – simpler, the better.

Be creative in being relevant. Try to surprise your audience – unpredictability will further your cause.

5. Use an integrated marketing approach

It used to be that one traditional medium worked in cause-related campaigns, but no longer.

Focus on earned media, public relations, social media and traditional mediums like radio and TV.

To capitalize on the tendencies trending in lifestyles so far in the 21st century, incorporate a myriad of messages tailored for each medium to broadcast your message. Because each medium has a different audience and sub-audiences.

6. Ask for a commitment

Your objective here is to convince your audience to commit to taking action get involved by giving you feedback. That’s also known as starting a dialogue or engagement.

Once you get people to participate, it’s much easier to get donations.

And use a proven technique: Prevent buyers’ remorse by stressing relevant information.

From the Coach’s Corner, here are editor’s picks:

Cause-Related Marketing Can Increase Sales by Double Digits — The Biz Coach has long-advocated cause-related marketing. Customers love community-minded businesses. Now, he’s happy to report on a major study.

Techniques to Influence the Feelings of Your Shoppers — With all the digital channels available to you, you have a unique marketing opportunity. But chances are you’re not fully capitalizing on your customer engagement.

Critical Essentials to Develop the Best Marketing Formula — There are critical essentials for marketing, which includes the right channels and developing the right message. That includes the right branding slogan and logo. Unless your targeting upscale consumers, many consumers prefer value marketing — not cute, which doesn’t necessarily mean selling at a lower price than your competitors. Hyper-consumerism is history. Humor is great, but more importantly, traditional values with a purpose are in vogue. Why? Consumer attitudes are changing.

For Top Sales, 5 Rules for Targeting the Right Prospects — If you target the right prospects, you’ll save time and money and increase your revenue. There are five rules to follow. They’re developed for B2B but work for B2C, too.

Businesses aren’t successful when society crumbles around them.


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

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