Four Ideas To Make Your Cause Marketing More Powerful
One of the most interesting developments in marketing over the past decade has been the growth in popularity of cause-related marketing. In cause marketing, brands contribute to and associate their businesses with good causes, hoping to address social problems while increasing their appeal to consumers. According to the sponsor evaluation service IEG, cause-related marketing has grown from $816 million in 2002 to $2.05 billion in 2017.
Further, cause-related sponsorship is just one way that companies use their marketing and other clout to address social needs, so total cause-related activity is likely much higher than those figures would indicate. My role at Partnerize is in the context of partnership. Partnerships come in many forms, one of which is cause-related marketing. Cause partnerships work the same way, mechanically, as other partnerships, but with the charitable component. Additionally, I have extensive brand and agency-side experience managing cause marketing programs.
I believe that this sort of doing good is rewarded with additional business. If you are looking for ways to make your cause marketing dollars work harder for your business and your convictions, consider these four ideas: