Americans prioritize companies that are responsible (86 percent), caring (85 percent), advocate for issues (81 percent), protect the environment (79 percent) and give back to important causes (73 percent), according to a study by Porter Novelli.

These stats showcase the fact that cause marketing is on the rise.

Cause marketing is defined as “the joint effort between a for-profit and a non-profit for their mutual advantage.”

While it’s not a new idea, as consumers become more focused on companies with a mission and values, the financial rewards of cause marketing have risen and are estimated to exceed $2.2 billion, marking an increase of nearly 5 percent from last year.

Key Highlights:

  • Cause Marketing Definition: Cause marketing is a collaboration between for-profit businesses and non-profits to benefit both parties while supporting social or environmental causes.
  • Rising Importance: Consumers prioritize companies that are socially responsible, environmentally friendly, and give back to their communities, driving cause marketing’s growth to $2.2 billion annually.
  • Forms of Cause Marketing: Common approaches include donation campaigns, buy one-give one offers, co-branded events, and volunteerism partnerships. Long-term, authentic efforts are the most effective.
  • Consumer Impact: Brands with strong corporate social responsibility (CSR) practices enjoy higher consumer trust, loyalty, and positive brand perceptions.
  • Gen Z and CSR: Younger consumers are especially conscious of brand reputation, but many brands still struggle to connect their cause marketing efforts with this demographic effectively.

Types of Cause Marketing

Perhaps you’ve seen that donation box at your local grocery store. That’s a simple but effective form of cause marketing. Those micro-donations not only add up, but they create a positive halo over the business that’s encouraging philanthropy.

But cause marketing can also involve major brand campaigns, supported by both digital and conventional advertising, such as Walgreens’ Red Nose Day to end child poverty.

The most common forms of cause marketing are:

  1. 100 percent of sales donated to a cause
  2. Buy one, give one
  3. Donation with purchase
  4. Proud supporter (e.g., the company gives a grant or a gift to a non-profit or associates itself with a particular social or political movement)
  5. Volunteerism partnership, whereby employees donate their time for a particular activity
  6. Gift-matching
  7. Co-branded events

Some companies treat cause marketing as a “one-shot” activity around the holidays or partner with a non-profit for a specific promotion, but many companies now view cause marketing as a critical component of their long-term business strategy.

The Key to Effective Cause Marketing

Today’s consumers appreciate honesty, so the most effective cause marketing campaigns are those that are authentic, connected to the brand backing the non-profit, and focused on the long-term. Smart shoppers can quickly recognize campaigns that are merely “checking a box” to make a brand look charitable.

Among the most effective cause marketing efforts of the past year are:

  • Nike’s women’s empowerment ads: Although not tied directly to donations, it helped reinforce the company’s image as a female-friendly brand. It is a strong example of #4, above. Executed via both traditional media forms (e.g., print) and online media, it generated millions of views. Utilizing a celebrity spokesperson (Serena Williams in this case) build credibility and viewability.
  • A terrific example of an established non-profit that has taken its cause marketing to a new level is the Salvation Army’s Red Kettle Campaign. Now in its 129th year, the well-established non-profit has taken its marketing into the digital era with free-standing kiosks in retail stores, an alliance with the Dallas Cowboys, and celebrity endorsements. The organization raises about $150K annually.
  • Consumer brands that have committed to cause marketing incorporate non-profit giving in all aspects of how they run their businesses see benefits for both themselves and the causes they support. Corporate social responsibility (CSR) is a huge driver in consumer decision making. According to one study, when a company practices CSR:
    • 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 the company (i.e., continue buying products or services)
  • Warby Parker and TOMS are just two of the many consumer product companies that based their entire business model around cause marketing. Greyston Bakery not only produces great products but changes peoples’ lives through its Open Hiring(R) Model.
  • Event marketing is a powerful way to educate and engage consumers in a non-profit’s mission. These examples from Colgate, Citibank, and Chobani illustrate how brands can make a cause come alive (literally).

Non-profits who are looking to partner with for-profit companies to raise funds need to find alliances with people and organizations that believe in their missions and work closely with them to craft programs that are a win-win for both organizations.

Again, the relationship and messaging need to be genuine and credible. When a cause marketing campaign misfires or backfires, consumers take to social media and a well-meaning effort can actually damage a brand and the cause itself.

Gen Z is expected to be even more conscious than prior generations about brand reputation and social responsibility, however many brands are falling flat with this group. A mere 12 percent draw a correlation between brands and causes.

Non-profits need to stay on top of best practices and target those companies and consumers who are most likely to engage.

How to Build an Effective Cause Marketing Campaign

Building an effective cause marketing campaign requires more than just good intentions; it demands strategy, alignment, and authenticity. Here’s how to create a successful campaign:

  1. Align the Cause with Your Brand: Choose a cause that naturally aligns with your brand’s mission, values, and products. Authenticity is key to resonating with your audience.
  2. Understand Your Audience: Research your target demographic to determine which causes they care about most. Consumers are more likely to engage with campaigns that feel personal and relevant.
  3. Partner with Credible Non-Profits: Collaborate with organizations that have strong reputations and share your commitment to making an impact. Transparent partnerships build trust.
  4. Create a Clear Value Proposition: Clearly communicate how your campaign benefits both the cause and the customer. For example, highlight specific donation amounts or measurable outcomes.
  5. Use Multi-Channel Promotion: Use social media, email marketing, in-store displays, and influencer partnerships to promote your campaign. The more touchpoints you create, the wider your reach.
  6. Involve Your Employees: Encourage employee participation through volunteer opportunities or internal advocacy. Engaged employees can amplify your campaign’s impact.
  7. Measure and Share Results: Track key performance metrics, such as funds raised, awareness generated, and customer engagement. Share these results with your audience to showcase the campaign’s success.

Avoiding Pitfalls in Cause Marketing

While cause marketing offers immense benefits, missteps can quickly backfire. Avoid these common pitfalls to ensure your campaign succeeds:

  • Superficial Efforts: Avoid “slacktivism” by committing to meaningful actions rather than symbolic gestures. Consumers can spot insincerity a mile away.
  • Misaligned Partnerships: Ensure the cause aligns with your brand and customer values. Partnering with an unrelated or controversial organization can damage your credibility.
  • Overhyping Your Campaign: Don’t overpromise or exaggerate the impact of your contributions. Transparency builds trust, while overstatements can lead to backlash.
  • Ignoring Stakeholder Input: Consult employees, customers, and non-profit partners to ensure your campaign reflects genuine values and meets real needs.
  • Failing to Measure Impact: Without clear metrics, your campaign’s success remains uncertain. Define goals and track outcomes to showcase your efforts’ authenticity.

The Role of Sustainability in Cause Marketing

Sustainability is a driving force in today’s cause marketing efforts, with consumers increasingly prioritizing environmentally friendly brands.

Here’s how to incorporate sustainability into your campaigns:

  • Highlight Eco-Friendly Practices: Showcase your company’s sustainable initiatives, such as reduced packaging, renewable energy use, or ethical sourcing.
  • Partner with Environmental Organizations: Collaborate with non-profits focused on conservation, recycling, or renewable energy. These partnerships demonstrate commitment to long-term impact.
  • Educate Consumers: Use your campaign as a platform to raise awareness about sustainability issues and encourage actionable steps, like reducing waste or conserving energy.
  • Offer Green Alternatives: Promote sustainable product lines or services to give customers eco-friendly choices that align with their values.
  • Celebrate Milestones: Share updates on your environmental goals and achievements to reinforce your brand’s dedication to sustainability.

Wrapping Up

Brands and non-profits alike are seeing a return on their investments in cause marketing.

A whopping 87 percent of consumers will buy a product because the company they’re supporting cares about a cause that’s relevant to them. Sustainability is also critically important to today’s consumer and 92 percent of people have a more positive view of companies that care about the environment. These powerful case studies quantify the impact of cause marketing on brands’ awareness and bottom lines.

Building a positive link between a brand and a non-profit or other cause takes creativity, continuity, and cross-platform media reinforcement to make an impression in consumers’ minds and hearts.


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