If you were unaware, cause marketing is when a business owner chooses to financially support a non-profit organization or cause in exchange for “free” advertising. This can be accomplished through a direct donation or through a fund-raising effort initiated by the business or business owner. As you might imagine, this can be accomplished on a national or local level. The question becomes, is this marketing strategy right for your business? And if so, which should you focus on?
Lauding Local Causes
Local cause marketing is perfect for those businesses who only sell to a local customer base. It gets the business name out, and lets those potential customers know that you are not only looking out for your own interests, but you are also supporting the community in which you live. This kind of statement can be made as simply as donating to the high school band’s annual trip or participating in your local fund-raiser for breast cancer awareness.
However, if your customer base extends well beyond your local community, local causes may not be the best use of your marketing dollars. Not to say you shouldn’t give back to your local community, but your expectation of potential returns should be limited.
Don’t Neglect National
If you are a company which receives most of its business from outside the local market, you may want to become involved in a more nationally recognized cause. Why? Because your national business won’t care as much about the work you do in your local community. However, national non-profit organizations offer you a great opportunity to show the heart of your company while maximizing your returns.
Whenever money leaves your coffers and enters the world, you should fully understand where that money is going and why. It’s always a good idea to give money to worthy causes, but even those donations can be leveraged to improve your bottom line.
Leave a Reply