How everyone wins with Cause Marketing
It’s cool to care today. And the good news for brands is that the marketing data shows everybody can win with the right cause marketing campaign. Brands, causes, employees and the public all feel good about a company giving back. And here’s why we encourage every Goody PR client to include social good in their marketing campaigns.
According to the most recent 2013 Cone Communications/ Echo Global CSR Study (10,000 people in 10 of the largest countries: US, Canada, United Kingdom, Germany, France, Russia, China, India and Japan), cause marketing benefits include:
– 96% of global citizens will have a more positive image of that company.
– 94% will be more likely to trust that company.
– 93% will be more loyal to that company.
– 91% of global customers are likely to switch brands to one that supports a good cause, given similar price and quality.
And in terms of keeping good employees, Millennials (Gen Y with birthdates early 1980s to early 2000s) are especially looking closely at potential employers. These “Echo Boomers” want to work for companies who give back. Here’s the data that might surprise your from the Cone Study:
– 79% of employees feel a stronger sense of loyalty to employers with cause marketing programs.
– 69% of employees decide where to work based on a company’s support for a cause.
Goody PR brainstorms with clients to ensure that they choose an authentic reason to support a cause. You can’t just say, let’s pick a cause and do something. You have to dig deep, and develop a powerful story with meaning.
For example, we chose Rethinking Autism as our first cause marketing campaign for the Goody Awards because a member of our family has autism. We were fortunate to find sponsors who also care about autism, presented our top Golden Goody Award to an autistic teen leader who is making a positive impact, found actors who have taught speech to kids with autism to present the big award at a special event, and give out awards thru social media using #GoodyAwards to reinforce the messages online. We held the campaign in sync with Autism Awareness Month and the release of a new Rethinking Autism PSA. Everyone won, everyone felt good, and we continue to look for these connections for year-round Goody Awards cause marketing campaigns.
After this initial campaign, we dug deeper on the Goody Awards brand and decided to focus on 4 key areas that overlap and impact our core: Environment, Education, Health and Women Empowerment. Since then, we’ve done cause marketing campaigns to raise awareness for World Oceans, “Girl Rising” documentary, 5 Gyres, Unlikely Heroes, Malaria No More, and Women In Film in Park City, among others.
What’s you cause? How can you make everyone win? We’d love to hear about it in the comments, and/or contact us. We’re happy to brainstorm a cause marketing campaign that works best for you and share our current sponsorship opportunities (Ask us about the Comedy Gives Back opportunity for Oct-Dec 2013).
© Liz H Kelly 2013, Goody PR and Goody Awards Founder, http://goodypr.com