It is difficult and simple at the same time to explain why cause marketing is always going to experience great success. It is simple because with cause marketing, consumers believe they are going a good deed when buying a product as they are donating money for a greater cause. It is difficult to explain because organizing a social cause marketing campaign is not as easy as some people may believe. A while ago, everything related to donations for not-for-profit organizations was included in the domain of public relations but in the last few years, a lot of companies tie these donations to the sales figures resulted from a cause marketing campaign. Cause marketing refers to the donation of a certain part of the earnings to help sustain a social cause, like building a new hospital wing. Clients feel amazing for being able to help others and companies are happy when they see revenues growing. The greatest advantage of cause marketing is that it combines public relations with sales promotions and this amplified the short term value and it generates a positive opinion on a long term basis.
Things to know about social cause marketing:
These programs are used especially in the case of products for which there is not significant different between trademarks and clients tend to migrate from one brand to another.
The cause which this program sustains has to be relevant to the people that buy the products and, therefore, donate the money. For example, it is more relevant to have a cause marketing campaign where Carlsberg will donate 15% of its profit to junior soccer teams. If the same amount of money was donated to same cause but the product was detergent, you have to take into consideration that women buy detergent and they are not exactly soccer fans.
The non-profit institution that the company donates money to has to be carefully chosen. The preferred ones are institution that never generated any suspicions as to what they have done with money donated in the past.
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