What is Cause Marketing after all? Several people think that its a recent phenomenon, a recent fad. It is indeed a trending buzzword but to no surprise, Cause Marketing has been around since the late 20th Century. The concept was born in 1976 as a result of a novel partnership between Marriot Corporation and the March of Dimes. The two organisations worked in collaboration to promote Marriot’s family entertainment complex in Santa Clara California while raising funds for the March of Dimes’ cause – the prevention of birth defects in babies. This partnership led to a great successful on both counts, and corporations around the globe followed suit.
Nowadays, Cause Marketing campaigns have expanded upon this phenomenon. They have internalised the causes within their branding and run their campaigns over an elongated time period, often for years. The factors that go into making a successful cause marketing keep evolving, so what are its core values of success? Let’s have a look:
1. Be Genuine
What matters the most to you? Is it something you and your team believes in? Make sure that this is what you really stand for.
2. Internalise the Message
Be consistent in your messaging. It is an art to integrate the brand story with the adopted cause and weave a campaign that is targeted, honest and trustworthy.
3. Formalise Your Affiliation
Bring your NGO-in-focus on board, include them in your communication and ensure that they do the same. Partner with them for join communication.
4. Well-Defined Execution
The process does not stop once you have formed an affiliation with an NGO. That is just the beginning.