Marketing & Strategy
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Companies that engage in Cause Marketing typically do it for a couple of noteworthy reasons. Their collaboration with a non-profit organization or charity helps clarify their alignment with the cause and also helps to define their mission and values.
Almost 75% of American consumers say they want to purchase from businesses that share their values.
More than 1 of every 3 consumers want to spend more on businesses that are engaged in social good.
Almost 65% of consumers say they’d buy from a business—or boycott it—based on its position on key social issues.
Almost 90% of consumers say they want and expect the companies from which they buy to “take a stand on social issues.”
Read more stats here.
Five Great Reasons:
- Social Responsibility— this is the number one benefit of Cause Marketing. Collectively our awareness of social and environmental issues is on the rise. People want to know what the companies they choose to do business with are doing to make a difference in their community.
What causes you support shows customers firsthand what you’re doing to better society and will improve your overall corporate image. - Increase Brand Loyalty—when you support a local non-profit it also boosts your brand awareness. Customers are more likely to be loyal to your brand if you are associated with a charity or non-profit.
- Boost Employee Morale—employees who become involved in the causes you support report greater job satisfaction. Plus, it helps with recruitment. Glassdoor reported that 73% of all adults surveyed would not apply to a company unless its values aligned with their own.
- Build Trusting Relationships—aren’t all the best relationships built on trust? If the people who work with you don’t have a trusting relationship with your company, no one else will either.
Of course, you must actually support the causes you say you do. If you only pay lip service and fail to meet the promises you make, this type of campaign can backfire and you’ll lose your credibility. - Stand Out - finding a way to differentiate your company is a common goal. With Cause Marketing, you can do just that! Telling your story and the reason you support a specific cause helps explain your mission. This will allow people to stop scrolling and pay attention to what you have to say, making you stand out from your competition.
