The Power of Cause Marketing

Cause marketing is a topic I’m incredibly passionate about, and it’s easily my favorite aspect of marketing and PR. I entered this industry because I love the psychology behind communications and marketing—figuring out what provokes someone to take action. Over time, I realized that while traditional marketing tactics such as research, planning and execution are foundational, something was missing for me. I needed to feel like I was doing more than just driving profits for large corporations.

About three years into running my agency, I knew that my clients and I needed something more meaningful. We wanted to be confident that our work was contributing to something bigger than just “putting heads in beds” at hotels or “butts in seats” at restaurants.

For me, cause marketing isn’t an either-or choice with traditional marketing; it’s an additional layer that deepens the relationship with our audiences. 

As I discussed on this week’s episode of PRGN Presents, when planning a cause marketing campaign, the most important criterion is that the campaign must be mutually beneficial—it has to benefit both the organization and the cause. Approaching these campaigns with genuine intent rather than just seeking publicity is essential. Before launching a cause marketing campaign, obtaining internal buy-in is crucial. Ensuring the entire team is passionate about a cause is vital for establishing authenticity and achieving success. It’s also important to consider any political or social implications that may arise from the chosen cause.

The success of any cause marketing campaign is measured like any other campaign, with specific goals for media coverage, social media engagement and other relevant metrics. Intangible benefits, such as increased employee engagement and positive brand perception, are also valuable indicators of a campaign’s success. These campaigns can be particularly effective for small businesses with limited marketing budgets, offering opportunities for community engagement and cross-promotion.

Overall, cause marketing can be a powerful tool for any organization, regardless of size. It offers a way to connect more deeply with your audience and make a meaningful impact. By aligning with a cause that resonates with your brand’s values and mission, you can create campaigns that are not only effective but also fulfilling for everyone involved. So, take the time to research, plan and execute your cause marketing strategy thoughtfully, and you’ll find that the benefits extend far beyond traditional marketing metrics.

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