Getting Behind a Good Cause

Many brands engage in cause-related marketing to support a charity or nonprofit organization, and when done effectively, it can make a big social impact. In addition to being an ethically responsible brand builder, cause marketing has a big influence on consumer decision making. With potential like this, giving back sounds better than ever, but keep in mind the importance of choosing a cause that’s important to your customers and your brand.

Giving the People What They Want
How are consumers affected by cause marketing? According to consumer-behavior studies, it can be a huge factor in a purchasing decision. In one study conducted by Cone, LLC, four product categories were examined to gauge the influence of a cause-related message on consumers. The study revealed substantial sales gains in two of the four categories studied (shampoo and toothpaste). For the shampoo brand, a cause-related message spurred a 74 percent increase in actual purchase. And cause-related marketing for the toothpaste brand resulted in a 28 percent increase in actual purchase.

Choosing the Right Cause
There are countless organizations across the country and the globe that are very deserving of help. Of course, not every cause is right for your brand, and choosing the best one is a matter of staying true to your message and your customers’ values. In the same Cone, LLC study, consumers revealed there were some conditions that affected their decision to purchase a product tied to a cause: 80 percent believe the specific nonprofit associated with the campaign matters, and 83 percent say personal relevance is key.

Simply stamping a cause on your brand just might work, but keep in mind the possible negative repercussions of selecting a cause that may be seen as contradicting your brand’s message. Partnerships like this can do damage to both the nonprofit and the partnering brand. In April of this year, one such questionable partnership was struck between KFC and the nonprofit Susan G. Komen for the Cure. Consumers and the media weighed in on the relationship between KFC, a brand with a notoriously unhealthy reputation, and Susan G. Komen for the Cure, whose mission is to end breast cancer. In the end, it’s tough to argue the impact: “Buckets for the Cure” has currently raised almost $4 million. However, it’s a good example of the questions that may be raised when a charity and a brand with seemingly no common goals come together.

There are plenty of brand-nonprofit relationships that represent a more natural fit for a cause marketing venture. Milk-Bone, for instance, has had a long-standing partnership with the Canine Assistants organization: when consumers purchase Milk-Bone dog snacks, a portion of the proceeds goes to help Canine Assistants, which provides training dogs to individuals with special needs. To help market Milk-Bone’s existing campaign, Brady Communications executed a number of promotions that reinforce the brand’s strong commitment to the cause. The campaign has been successful because of its relevance to both the Milk-Bone brand and its customers, pet owners who understand the power of the relationship between man and his proverbial best friend.

There are countless more examples of cause-related marketing efforts that have proven beneficial for brands and their associated nonprofits. And while it’s tough to go wrong with supporting a good cause, the organization and your brand will get the most out of the experience when you let your customers’ interests and your brand’s values guide the selection of your cause.