We have been helping others with causes since 1990 when we helped save a 65 000 acre forest and established a Provincial Park. Seven national marketing awards later look like we've figured it out.
Whether you are a company with a clear Corporate Social Responsibility program, a non-profit, local government or a grassroots organization, we are confident we can help you do better!
A business without a cause is like a ship without a rudder. It lacks direction and purpose. This is why cause marketing has become essential to business strategies, especially for socially responsible companies that aim to make a difference in the world.
Our story began in 1990 when we helped save a 65 000-acre forest forever!
Cause marketing is a marketing strategy involving a company aligning with a social or environmental cause and promoting that cause to its target market. The company may donate a percentage of its profits to the cause, allocate resources to support the cause or help promote the cause through advertising and promotions.
We expand that definition to include any organization that is committed to making a difference and using grassroots marketing tactics to make that difference.
Cause marketing is an effective strategy that can help companies achieve a range of benefits. Firstly, it helps to increase brand awareness and customer loyalty. A recent study showed that customers are more likely to support a cause that aligns with their values and is more likely to feel positive toward brands that support a cause they care about. Secondly, it can drive sales and profits. 2022 Edelman Trust Barometer Special Report, 64% of consumers indicated that they buy brands based on their beliefs and values. Thirdly, it can make a real difference in the world by creating positive social change and supporting nonprofits.
Possible benefits for those who implement cause marketing:
If you are looking for a cause to support, here are a few forms of cause marketing to consider:
Product-based cause marketing: Partner with a cause-related organization and donate a portion of the profits from the sale of a specific product or service.
Event-based cause marketing: Sponsor or host an event that promotes social initiatives or an environmental cause and use the event to raise awareness and funds for that cause.
Cooperative cause marketing: Collaborate with other businesses or organizations to promote a common cause or project, such as a charity campaign or a community initiative.
Point-of-sale cause marketing: Allow customers to donate to a cause at the point of sale, such as by adding a donation option at the checkout.
Digital cause marketing: Use digital platforms such as social media, web banners, and email marketing to promote a cause and encourage donations or participation.
Employee volunteering cause marketing: Encourage employees to volunteer their time and skills for a specific cause and promote the company's involvement with customers.
Preservation of an Endangered Forest
In 1990 one of the last great stands of Canada's temperate interior rainforest, outside of Nelson B.C., was slated to be clear-cut logged. It would create a few jobs for a few years. A large part of the community turned up to block the road.
David decided to put his talents instead towards creating a satirical line of t-shirts and using them to raise awareness and support both a petition drive and a letter-writing campaign. He travelled across Canada more than a dozen times, visiting universities, gathering signatures and promoting a letter-writing campaign. While in a town, he would go to a store and tell them if they would carry his t-shirts; he would promote them to a new audience at the universities, thus bringing in a new market to their stores. All they had to do was keep the petition and letter campaigns going.
After five gruelling years on the road, 180 stores nationwide carried his merchandise, and tens of thousands of petition signatures were submitted. Then Dave secured funding from Aveda to produce a video on the threatened forest. That seemed to tip the scales, and his campaign was instrumental in establishing the West Arm Provincial Park.
The forest would be protected forever.
Objective: This pilot project aimed to reduce CO2 emissions by compelling individuals to reduce single-passenger vehicle use by 100 km in 30 days.
Strategy: The campaign involved two phases. The first phase involved creating awareness and developing a baseline from which to measure. The second phase concentrated on incentives, rewards, and the tools participants would need to be successful.
Results: Approximately 12% of the community participated in the 30-day challenge. The average km reduction was 400km (4X the 100km target). Estimated CO2 reductions exceeded four metric tonnes.
The issue: Our client was trying to communicate to citizens to turn off their taps after watering their lawns 1/2". This was very difficult for people to measure.
Our solution: We printed instructions on a frisbee and told people to turn it over on the lawn. When it was full, you can turn off your tap.
Simple but incredibly effective.
The marketing campaign is the heart of cause marketing and should be designed to reach as many people as possible. The campaign's goal is to drive awareness about the cause, create environmental or social change, and inspire consumers to take action. Many cause marketing campaigns involve using social media platforms, such as using a hashtag or sharing photos and stories. This encourages customers to share the message with their social network and helps to raise awareness about the cause. Others focus on creating a landing page and using it as a hub to recruit advocates to an email list. Others use thoughtful promotional products to raise money and awareness. We used t-shirts to save a 65 000-acre forest.
There are two types of cause marketing: for-profit and nonprofit. For-profit cause marketing involves a partnership between a for-profit business and a non-profit organization. The aim is to leverage the nonprofit's status to create social change, build customer loyalty and increase sales. Nonprofit cause marketing involves cooperative efforts between two nonprofit organizations with the aim of building support and awareness of a cause.
It can also involve messaging from a government to constituents or a business to employees to affect behavioural change, such as safety awareness or water conservation.
Corporate social responsibility (CSR) is a term used to describe a company's responsibility to create positive social and environmental impacts. It involves making decisions that benefit society and our environment beyond the company's direct commercial objectives. By engaging in cause marketing initiatives, companies can demonstrate their commitment to CSR and build a positive brand image.
Cause marketing is an effective way to increase brand awareness by associating the brand with a cause. Studies have shown that customers are more likely to choose brands that support social and environmental causes they care about.
Cause marketing initiatives can help to build customer loyalty and increase sales. Studies show that customers are more likely to be loyal to brands that support charitable causes. They are also more likely to donate money to nonprofits and participate in fundraising events.
One way to get involved in cause marketing is to purchase products or services from companies that support charitable causes. Look for companies that allocate a portion of their profits to nonprofits or have a cause marketing campaign in place.
Donating directly to nonprofit organizations is another way to get involved in cause marketing. There are many nonprofit organizations to choose from that support a wide range of causes, from environmental sustainability to poverty alleviation.
You can also get involved in cause marketing by joining a team or participating in a charity fundraising event. Many nonprofits organize fundraising events, such as marathons or walks, to raise funds and awareness for their cause. Participating in these events is a great way to show your support for a cause and meet like-minded people.
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