Cause Blog

How does Cause Marketing work for you?

6 tips for landing the cause consumer.

We often think that Cause Marketing appeals to a different sensibility within our customer. We believe our current customers get gratification out of doing business with an ethical company and will continue doing business with us for that reason. But have we ever examined whether our traditional marketing and our Cause Marketing may be appealing to two entirely different customers? An indication of this came from a Nielsen survey that shows that...

November 4, 2015
5 ways your Cause Marketing can land you top millennial candidates.

In a market where companies have their pick of experienced older workers (many who are now willing to take a lower position and work for less money than they’re qualified for) why are companies courting Millennials? After all, Millennial have historically been likely to jump ship much faster than older workers. But that’s more a problem with the way we’ve done business in the past than it is a trait of the Millennial employee.

How to choose a nonprofit partner, Part 5: A few tips.

You may find a hundred causes that deserve your dollars. However, the fit with some may be bad. While they may all be great organizations, ultimately you’ll have a bigger impact when your Cause Marketing efforts go into a cause that clearly aligns with your business. The more you can support each other, the bigger the impact you'll both have.

How to choose a nonprofit partner, Part 4: Best Practices with your new partner.


Once both your company and the nonprofit have agreed on a partnership, you really need a game plan that will quickly build on that relationship. Here are some best practices that will create an environment where the creativity of both sides can flourish, ultimately leading to a more effective plan of action and a bigger impact on the cause:

How to choose a nonprofit partner, Part 3: Make them evaluate you.

Once you’ve chosen a nonprofit you’d like to align your company with, you need to encourage them to reciprocate and check you out. This can really help build a genuine relationship.

Make sure you put more effort into this than just giving them a link to your website “About” page. You should put as much or more work into landing a nonprofit partner as you put into an RFP for a corporate partner. Remember you’re trying to start a long-lasting partnership, one that will be...

How to choose a nonprofit partner, Part 2: Choosing a nonprofit.

This is part two of our five-part series on choosing a nonprofit partner. In Part 1, we covered how to choose your cause. You can start the series here. Now let’s examine your company's fit with an organization that affects that cause. 

There are over one million registered nonprofits. That makes finding a deserving organization that affects your cause easy. But finding the right organization a lot tougher. The questions below will help you in making the process of vetting the organization you align with much easier:

How to choose a nonprofit partner, Part 1: Choosing a cause.

This five-part series of articles is written for corporations seeking to increase their cause footprint and their impact by finding the right nonprofit organization to partner with. Over the next few posts I’ll cover:

Choosing a cause. How to pick your cause and why aligning with a cause first is best for business.

The 7 stages of Cause Marketing engagement.

Many times companies evaluate the metrics of low-level cause engagement with their customers, such as a Facebook “like,” and call that a win. That’s a little like saying your product is a success based on a positive comment about it from focus group. If those positive comments don’t lead to sales numbers, that’s definitely not a win. And (as with your sales) your Cause Marketing has much deeper levels of commitment to your cause than a “like.“

Why peer-to-peer fundraising is the future of Cause Marketing.

Face it: Cause Marketing is becoming as competitive as selling products. A game changer for many companies’ success, Cause Marketing efforts can now outperform their traditional marketing. But, while a company may be successfully at selling a hundred-year-old product, they’re discovering that their Cause Marketing must evolve in order to keep up with their competitor’s Cause Marketing. 

Who are your stakeholders?

At the dawn of Cause Marketing in the mid ’70s, the plan was to use the cause to help attract customers. As a matter of fact, the very first Cause Marketing campaign was to drive admissions to Marriott’s new Great America amusement park with March of Dimes as beneficiary. In the 40 years since, companies have realized that their cause can draw in a substantially larger audience than just customers. It’s expanded to any stakeholder that has an interest in your company. You’ll find all the following groups can become involved with your cause: