Cause-related marketing: Why you need it and how to do it right

Alistair Roque Published on March 3, 2015

hand-heart-plant
Although a relatively young concept, cause related marketing has successfully become a popular marketing approach for some of today s biggest brands. Over the years, consumers have witnessed an increasing number of companies choosing to stand for a charitable cause.

From brands that place pink ribbons on their products to those that partner with famous celebrity ambassadors, there seems to be no sign of cause marketing leaving the world of advertising anytime soon. But more than just promoting the welfare of others, what do cause marketers really gain from being socially responsible? How can jumping on the cause marketing bandwagon affect your brand?

What cause marketing can do

businessmen-nonprofit-organization-holding-hands

Cause marketing happens when a for-profit business partners with a non-profit organization to raise funds for a specific cause. Cause marketing campaigns are not just simple calls for donation. Companies that engage in this type of marketing aggressively announce to the public that they are doing something for the same causes that their customers are interested in.

Both the for-profit and non-profit organizations are expected to benefit from the stronger public profiles and higher profits that they gain from their combined resources. People essentially buy from brands that do good. When customers purchase something that is labeled as charitable or sold for a cause, they feel good about being able to help others through ordinary means. This is what experts call shopping with a conscience.

When a brand strives to become socially responsible, its values and willingness to help promote good causes influences of its customer loyalty. In fact, by choosing not to stand for something charitable, you may even lose customers to your competitors. This is supported by the 2013 Cone Communications Social Impact Study which revealed that a whopping 89% of American customers, given comparable pricing and quality, are willing to switch brands and choose companies that are associated with a cause.

Making cause marketing work for your brand

When choosing to adopt a cause marketing strategy, you need to become aware of the risk of looking hypocritical. Modern customers are wise enough to know if you are just using the partnership for commercial ends. To avoid looking insincere or self-serving, choose a cause that is highly relevant to your brand. You can t just partner with a random nonprofit organization without ensuring that you share the same audiences. In other words, choose a cause that is essential for your customers without departing from your core brand message.

diverse-business-team-meeting

The extent of your involvement in the advocacy also matters. Don t just write a check and expect your non-profit partner to do all the dirty work. If you truly value a particular cause, get involved in many ways. Research about your prospective partner and the cause you’re advocating. Issue press releases, monitor the campaign from start to finish, and make sure the projected results are achieved.

Cause marketing should never be a desperate attempt to achieve social relevance. If you are just partnering with a non-profit organization to achieve credibility, you might want to go back to the actual reasons why you are lacking credibility. Invest in cause marketing because your entire team believes in the cause and your customers are affected by it. When you fight for something that your employees and clients truly believe in, the end goals of your cause marketing plans will be met.

Join us on facebook
Open Access BPO Yesterday
The 𝗣𝗵𝗶𝗹𝗶𝗽𝗽𝗶𝗻𝗲𝘀 is a top #outsourcing destination. The country's capital, Manila, where Makati is located, houses most of the country's top 1,000 companies.
𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢's flagship center in Makati leverage world-class infrastructures and the nation's most expansive talent pool.

Our facilities in the Makati Central Business District offer scalable multilingual solutions for global businesses.

𝗗𝗿𝗶𝘃𝗲 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗲𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲 𝘄𝗶𝘁𝗵 𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘇𝗲𝗱 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 𝗶𝗻 𝗼𝘃𝗲𝗿 𝟯𝟬 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲𝘀: https://buff.ly/4e7eRln

----------
𝐄𝐱𝐩𝐥𝐨𝐫𝐞 𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢
• Our Solutions: https://buff.ly/4f22Mip
• Our Other Locations: https://buff.ly/4e68ej1

#WeSpeakYourLanguage
Open Access BPO Yesterday
𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹𝗹𝘆 𝗸𝗶𝗰𝗸𝗲𝗱 𝗼𝗳𝗳 𝗶𝘁𝘀 𝘁𝗵𝗿𝗲𝗲-𝗺𝗼𝗻𝘁𝗵 𝘄𝗲𝗶𝗴𝗵𝘁 𝗹𝗼𝘀𝘀 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝘄𝗶𝘁𝗵 𝗮 𝗵𝗲𝗮𝗹𝘁𝗵 𝗮𝗻𝗱 𝘄𝗲𝗹𝗹𝗻𝗲𝘀𝘀 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 𝗵𝗲𝗹𝗱 𝗼𝗻 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝟯𝟬, 𝟮𝟬𝟮𝟰.

Drop It Like It's Hot: The OABPO Weight Loss Challenge began with an early morning wellness session hosted by the outsourcing company's Clinic Services with guest speaker, fitness coach JR Madriaga. Both the morning and evening sessions were streamed online for those who could not be physically present.

After discussing the rules of the challenge and weigh-in schedules, Coach JR talked about some of the most effective methods of losing weight. He highlighted the healthiest ways for the participants to get their weight loss journey started.

A high-energy Zumba session soon followed the discussion. It not only served as a fun way to start the challenge but also emphasized the importance of incorporating physical activity into daily routines.

More than 80 employees from both Open Access BPO Makati and Davao signed up for the three-month weight loss challenge. The grand prize, originally P25,000, has since been doubled to P50,000, with the winner to be announced in next year's Kick Off Party.
Open Access BPO Yesterday
Did you know that it's possible for you to connect with your Chinese #ecommerce customers even though you don't speak their language?

#CallCenter outsourcing can greatly help in atracting and supporting customers from this gigantic Asian market.
Here's how partnering with an #outsourcing #CustomerExperience procall center can establish these connections: https://buff.ly/3C8HG3G

----------
Whether it's Mandarin, Cantonese, or Hokkien, Open Access BPO's multilingual services are your best bet for an improved market presence in China: https://buff.ly/48uCcfp

#WeSpeakYourLanguage
#CustomerSupport #MultilingualCallCenter
Open Access BPO Yesterday
𝐁𝐫𝐞𝐚𝐤𝐢𝐧𝐠 𝐛𝐚𝐝 𝐧𝐞𝐰𝐬 𝐢𝐬 𝐧𝐞𝐯𝐞𝐫 𝐞𝐚𝐬𝐲, 𝐛𝐮𝐭 𝐢𝐭'𝐬 𝐚 𝐜𝐫𝐮𝐜𝐢𝐚𝐥 𝐬𝐤𝐢𝐥𝐥 𝐟𝐨𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬 𝐭𝐨 𝐦𝐚𝐬𝐭𝐞𝐫.

Our blog post provides you expert tips and strategies to help you handle these situations with empathy and professionalism.
Discover effective strategies and best practices to ensure your communication remains clear, respectful, and compassionate: https://buff.ly/4eaaJkD

----------
Deliver exceptional #CustomerExperience with our services to ensure #CustomerRetention and foster brand loyalty: https://buff.ly/4f3L4vd

#WeSpeakYourLanguage
#CustomerSupport #CX #CSat
#outsourcing #CustomerSatisfaction
Open Access BPO 2 days ago
Our dedicated Xiamen and Taipei teams always go #AboveAndBeyond for our customers. To show our appreciation for their hard work, we spent during #CSWeek treating them to some fun and games at the office.

They even took part in the special video challenge to share how they show their dedication in customer service. And of course, they had a special dinner last Friday to close the festivities.

#WeSpeakYourLanguage
#CustomerServiceWeek #CSWeek
#OABPOCSWeek2024 #AboveAndBeyond
#CustomerServiceWeek2024
Open Access BPO 3 days ago
𝐄𝐥𝐞𝐯𝐚𝐭𝐞 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐒𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐛𝐲 𝐡𝐚𝐯𝐢𝐧𝐠 𝐡𝐢𝐠𝐡-𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐢𝐧𝐠 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐒𝐮𝐩𝐩𝐨𝐫𝐭 𝐚𝐠𝐞𝐧𝐭𝐬 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐭𝐞𝐚𝐦.

Learn about the crucial skills, traits, and mindset of these #CustomerService experts, key for exceptional #CX and sustained positive brand reputation.

Here are the types of high-performing customer support agents: https://buff.ly/40pii3K

----------
Outsource with us today and get a team of dedicated experts for your business needs: https://buff.ly/3C0mNHH

#WeSpeakYourLanguage
#CallCenters #CX #oustourcing