Cause Marketing

Posted: Friday, December 4, 2009

Today we live in a world of public suspicion and public consent. A world where terms like going green and customer service are mandatory. A world where public perception can make or break a company and its reputation. Jobs have been created to monitor conversations about companies through blogs and discussion boards. The world we live in today allows for anyone, insignificant they may be, to suddenly become a voice for a company, and unfortunately not always a positive one.

Aligning companies with non-profits and increasing community relations within an organization can greatly increase public attitudes, improve employee relations and sustain a good reputation for the company.

Cause marketing focuses on pairing a non-profit with a for-profit. You see it everywhere. Chili's and St. Jude Children’s Research Hospital. Yoplait's "Save Lids to Save Lives" campaign. Cheerios and the American Heart Association.

As October and November wrap up and we move into December you would be hard pressed to find a company that didn’t some how affiliate themselves with breast cancer awareness month and Susan G. Komen's Race for the Cure. The NFL had players wearing pink gloves and sporting pink cleats on national television. The Geek Squad at Best Buy proudly displayed pink ties around their necks. Ulta Beauty kept local survival testimonials hanging in their windows throughout the month.

Companies from all over were showing their pink pride and it wasn't just companies that were woman-geared. Pink was everywhere. Not too shabby for a non-profit that started out just over twenty years ago and slowly began with the pink ribbon and a 5k walk.

The benefits are overwhelming. Not only does this promote a companies reputation, but it speaks volumes in showing concern for the community around it. Studies also show that employee retention is longer in organizations that are highly involved in the local community.

One of the best strategies a marketing or PR agency can do for its client is to get involved in these partnerships. Every aspect of PR has its own enticing characteristics to it. The stress and adrenaline of crisis PR, or the speed and swiftness of social media, and the relationship building of networking. But the aspect of teaming your client with a good cause or creating buzz for your non-profit can leave a lasting impression for both the agency and the organization.