Cause-related marketing involves targeted marketing campaigns that strategically align organizations with a specific cause consumer’s care about. In an effort to integrate values and social issues into brand equity and identity, these ventures drive loyalty, differentiate companies from their competitors and enhance credibility, while simultaneously raising funds that directly benefit a worthy cause.
Corporate and community leaders throughout the country have partnered with Operation Homefront in just this way. And, as a result, have enjoyed the benefits that come from connecting themselves with an institution recognized nationwide for its support of military families.
Benefits of Cause-Related Marketing
The popularity of cause-related marketing as a way to promote products and services increased significantly during the last decade. According to recent studies released by Cone, a leading agency in cause related branding and marketing*:
The 2008 Edelman Goodpurpose study supports Cone’s findings showing that:
• 80% of consumers say it is important that companies set aside money for social purposes.
• 68% of consumers will remain loyal to a brand if they support a cause.
• 83% of Americans say that companies have a responsibility to help support causes.
• 79% are more likely to switch from one product to another if the other product is associated with a good cause, an increase from 66% in 1993.
• 89% of employees familiar with their company’s chosen cause feel a strong sense of loyalty to their employers.
• 75% of men say they consider a company’s commitment to social issues when deciding what to buy or where to shop in 2007, compared to 58% in 2004
• 84% of women agreed with this statement in 2007, compared to 68% in 2004.
* 2007 & 2008 Cone Cause Evolution and Environmental Survey
View some examples of partnerships we’ve enjoyed with major companies like Huggies, Outback Steakhouse, Stage Stores, Discover and Jim Beam.
For more information on cause-related marketing opportunities, please contact Rob Boeving at 757-806-6150 or email firstname.lastname@example.org.