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Giving Back to Your Community Is a Good Way to Build Business

Category: Marketing & PR Strategies You Might Try

Published: Thursday, February 19, 2009

Cause-related marketing is one of the fastest growing segments in the marketing world today. There are several reasons for this phenomenon. Corporations are under ever increasing pressure to maximize "dollar efficiency" find that the can achieve both marketing and philanthropic objectives by positioning themselves with the right cause related marketing opportunity.

Non-profit organizations faced with increased competition for contributions are becoming more proactive in their use of non-traditional marketing techniques in order to meet their financial, educational and awareness objectives.

Traditional fundraising tools like direct mail and telethons are not yielding as much "return on investment" for nonprofit organizations as they once did. Thus, they are being forced to seek out "alternative forms of marketing." As government continues to cut back their expenditures, including support for many ofthis country's largest nonprofit organizations and their projects, more and more pressure will be placed upon the corporate and public sector to meet these needs.

Cause-related marketing is one ofthe most effective tools available to corporate America and non-profit organizations today. Corporations can achieve a multitude of marketing and philanthropic objectives with one well-conceived campaign, non-profit organizations with their corporate partners can have the needed funds to complete their organization mission.


The marriage of Commerce and Community
Community-based nonprofit organizations and for-profit corporations are becoming increasingly savvy at cooperative marketing. By blending mission and message in their approach to the marketplace, these organizations are able to engage the consumer at the locations where they normally conduct their financial affairs.

Traditional marketing applications work with cause marketing
Each of the "traditional" marketing tools work well in the area of cause related marketing, this includes:

  • Television
  • Public Relations
  • Special Events
  • Merchandising
  • Direct Response
  • Brand Positioning
  • Product and Traffic Movement Promotions

Size of the market
The nonprofit sector generates annual revenues of approximately $319 billion. Each year, great percentages of nonprofit revenues are coming from cause-oriented programs initiated with the support of corporate America.

Co-branding
The cause-related marketing environment is an ideal arena for co-branding activities. In the last few years, non-profit organizations have been showing more interest in placing their names and logos in conjunction with product packaging endorsement symbols and making royalties off the sales. One such example is the Arthritis Foundation and the Arthritis Foundation Pain Reliever/Sleep Aid that was marketed by McNeil Consumer Products a division of Johnson & Johnson.

Providing a point of difference and competitive edge
Corporate alignment with non-profit groups in the development of product marketing and promotion can provide windfalls in both organizations. These windfalls are results of public perceptions that they are getting more quality, as is the case with the aspirin sanctioned by the Arthritis Foundation, or that they are doing some good for a given cause, or the community at large, as was the case with the American Express "Charge Against Hunger" campaign.

How can your business look into cause related marketing?
Review your products and your customer base. Look for a nonprofit organization whose mission in the community is something in which your company believes. Present the idea ofa joint positioning opportunity for both your business and the organization to help you achieve both your marketing and philanthropic objectives.

For example, if you are a medical-related manufacturer with products in the market place to help AIDS patients, you might consider forging a relationship with an AIDS-related non-profit organization. If your company manufactures toys, you may get involved with an organization that grants wishes to terminally-ill children.

When you read articles about non-profit organizations holding benefits or helping people in the community, tear the articles out and start setting up a contact base. When you are ready to "give back to the community" start contacting some of these groups and building relationships.

The cause-related marketing environment is an ideal arena for co-branding activities. So begin today to reach out globally and set into motion your cause-related marketing campaign to benefit your company - and your community;

Robbie Motter for the last 15 years has been coaching and teaching non-profits marketing, PR and cobranding techniques. She spent 25 years in high level corporate positions across the U.S., and since 1985 has been running her own business "Contacts Unlimited, a marketing and PR consulting firm dedicated to small business owners and nonprofits. She is also an expert in the Government Area and helps small business owners in securing government contracts... Robbie also sen'es as the NAFE (National Association for female Executives) Western and Mid Atlantic Regional Coordinator, and is the Gold Founding Sponsor of the For You Network a 501 C3 NonprOfit Organization with 23 networks in the Southern CA area. Robbie is also a certified business and life coach, certified national Speaker, writer, TV & Radio Co-host check out her website here.

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About this Page: Cause-related marketing is one of the fastest growing segments in the marketing world today. There are several reasons for this phenomenon. Corporations are under ever increasing pressure to maximize dollar efficiency, find that the can achieve both marketing and philanthropic objectives by positioning themselves with the right cause related marketing opportunity...