What is cause marketing, and why is it valuable for your company? Cause marketing is the joint cooperation among a business and a non-profit or cause-based institution. Its purpose is to raise money and build awareness for the company and the cause. Cause marketing can also increase engagement with a company’s brand or product. Yoplait’s Save Lids to Save Lives program is one of many examples and supports the millions of people who have been impacted by breast cancer by raising awareness and funding to fight the disease.
Incorporating giving into your business model establishes your company image and can encourage your customers to become your marketers as well. You can reach and persuade your target group while also raising awareness for your business and its commitment to social responsibility. In addition, corporate philanthropy often translates into attracting equally passionate employees who have a desire to be part of something bigger than themselves.
However, companies must be genuine and have their hearts in the right place. Customers can easily identify a company whose main concern is simply generating profits. Businesses need to choose an affiliated cause that relates to their audience and core mission. Cause marketing is not just writing a check, it’s about inspiring customers to get involved and support your company and chosen charity.
At Oster and Associates we are passionate about giving back. Our agency will identify affiliated causes or will help promote your chosen charity. For example, in 2005 Oster developed the GROW program for our client Organics Unlimited. This program provides ongoing financial support to services for farm workers, their families and surrounding communities. In addition, Oster has assisted our client Big Bear Mountain Resorts in partnering to provide ski and snowboard opportunities to a diverse array of charitable organizations, including Stoked Mentoring Program and Riding on Insulin, among many others.
It is never too late for your company to become involved with cause marketing. Visit us at Osterads.com or call us at (619) 906-5540 to learn how we can help.
