When done properly, cause marketing has a huge ROI, which can make it worth the investment if you know how to approach it.
There are many nonprofits to choose from to develop a cause marketing campaign around. Whether you want to have cashiers at your retail location ask customers for a donation, pay to use a nonprofit's brand on your products, or have employees volunteer for local community projects, your business can benefit from implementing cause marketing.
The following are some of the ways you can benefit from an effective cause marketing campaign and improve your bottom line, in addition to other marketing efforts.
1. Increase Brand Loyalty
Customers like a business that shows that it doesn't only care about profits and promoting itself. In fact, customers are much more likely to stick with a brand that shows that the people behind it care about a greater cause and have shared values, making it more likely that these customers will buy future products from your business, specifically. Consumers also like to know that their own money is going to a good cause when they make a purchase.
2. Boost Employee Morale
You can also improve employee retention and overall morale by working toward a good cause, as employees prefer to work with a company with responsible social practices. Higher morale increases productivity which, in turn, increases profit. Employees are also more likely to stay with a company in the long term if it's aligned with their values.
3. Increase in Sales
Consumers are more likely to make purchases if they know that a portion of their money will be used to contribute to a charity or other nonprofit. In many cases, consumers will actually buy more if they know that their purchases are doing good for others, particularly if it's a cause they believe in.
4. Positive Press Coverage and Company Reviews
The media loves when a business promotes a nonprofit, leading to more positive press and favorable company reviews from people who support those causes.
Because consumers are more likely to be impressed with your brand if you give to a good cause, you're more likely to stick out and build your reputation, which can attract new customers and keep them coming back. Combined with consistent quality among your product and service offerings, cause marketing can help you develop a solid reputation as a business that genuinely cares about the people it serves.
5. Reach New Audiences
Individuals interested in the cause may not be aware of your products or services, but with the help of cause marketing, this audience may learn about you and connect the cause with your brand. You'll be able to attract more people through the audience of the organization you support, potentially reaching new customers who may not have found you otherwise.
6. Leverages Networking and Partnership Opportunities
Through cause marketing, you may have the chance to expand your network and connect with businesses working toward the same cause. Whether you want to advertise on the radio or partner with another business to connect with their audience and attract more customers, cause marketing can open up many appealing opportunities.
7. Charge Premium Prices
A recent online survey found that 56% of respondents were willing to pay more for products from companies committed to social values. Cause marketing differentiates your product from the competition, thus justifying increases in prices that can further increase profits.
Implement Cause Marketing to See the Benefits for Your Business
Cause marketing is a great way to boost the profitability of products or services without any need to add new features or benefits. You can sell the same product or service as the competition while charging more and increasing sales.
However, to get the most from cause marketing, you must have an authentic commitment to a cause, not just a one-time gimmick. If you show that your business really cares about contributing to a cause greater than simply improving sales and brand recognition, cause marketing can be an invaluable asset.