17 minute read
Marketing
Why cause marketing is a win-win-win
BY SMARTMARKETING COMMUNICATIONS
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In an increasingly profit-driven world, savvy business owners know they must compete for customer attention on the basis of more than just price. Today’s buyers are more informed than ever about where their goods are coming from – from food to fashion accessories – and what their hardearned money is going to support. Consumers across generations, from Baby Boomers to Gen Zs, believe in supporting companies that have a social conscience. According to 5W Public Relations’ 2022 Consumer Culture Report, 71 percent of consumers check brands’ ethical values before buying.
The bottom line: if your business isn’t already supporting one or more social causes, it’s high time you take a stand.
Cause marketing puts humanity back into companies, allowing them to champion a cause to be a force for good – while also turning a profit. This marketing method allows businesses to align themselves with social issues or beliefs that are important to them and execute a campaign accordingly. A cause marketing campaign can be in the form of a partnership with a nonprofit, a fundraising event or an employee engagement initiative, as long as the campaign strategies support a social cause in a meaningful, measurable way.
Cause marketing is a win-win-win: it raises awareness for nonprofits, helps businesses make a positive impact in their communities and allows customers to feel good about their purchases. There’s no right way to run a cause marketing campaign, but we have a few ideas to get you started.
Don’t think you can fool your customers. They’ll see right through efforts if you’re shallow or focused on revenue. For a cause marketing campaign to work, raising revenue for your business should be at the back of your mind. First impressions matter, and according to a recent study from Google, it takes customers only17 to 50 milliseconds to form an opinion. Don’t waste that precious opportunity by coming off as shady or insincere.
BE INTENTIONAL
If you find a cause related to your product or service, the more deliberate your strategy will be. You need to care about the cause you’re supporting (and your staff does too). Otherwise, the campaign can fall flat when everyone lacks enthusiasm. Consider holding a focus group to learn what issues are important to your staff or leaving a suggestion box in the break room.
THINK LOCALLY
Even if you’re interested in championing a broader issue like women’s rights or mental health awareness, we recommend partnering with a related nonprofit in your community. Joining forces with a local organization can strengthen your community ties, and you’ll be able to see the direct impact your fundraising efforts have. But remember: the best partnerships are forged out of connection, not convenience. Only partner with a local organization if you have a genuine interest in their work.
KEEP IT SIMPLE
As with all great campaigns, the best cause marketing campaigns are memorable. It’s been widely reported that the average buyer’s attention span has dropped from 12 to 8 seconds, so your messaging needs to be clear, simple and to the point. If you’re posting information about your campaign on your website or social media, don’t make users search for information on the organization you’re partnered with to find out how they can get involved. If you’re printing flyers, hand-outs or other materials, only include key statistics, and make your call to action clear. Simplicity and transparency are key.
SEE IT THROUGH
No one likes a flake. Committing to a cause for an extended period of time will demonstrate your business’s reliability while cultivating a passionate, loyal consumer base. Making your first fundraiser the last – and only – fundraiser may have the opposite effect. Has a pressing social issue come to your attention, or is your current nonprofit partnership not panning out? Sponsor an additional cause, or transition into a new nonprofit partnership rather than dropping the ball on donations altogether. ■
SMARTMARKETING COMMUNICATIONS is a Bluffton-based marketing agency that has been serving clients for over 30 years. SmartMarketingCommunications.com
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85 percent of consumers have a better outlook on businesses that give to a charity they care about. TOMS stepped out as a leader in corporate giving
HOW YOUR BUSINESS CAN FOLLOW IN ITS FOOTSTEPS
BY IMA WALKER
C
Chances are if you don’t own a pair of TOMS shoes, you have heard of them. TOMS is the company that pioneered the ‘buy-one, give-one’ model of giving by donating one pair of shoes to a child in need for one pair sold. That model caught on and is now known as One for One®.
Since the launch of TOMS in 2006, many companies have used One for One® as part of their CSR (Corporate Social Responsibility) plan. For example, with each purchase of “one,” these companies give “one.”
• Warby Parker gives a pair of eyeglasses to people in need. • Bombas donates essential clothing items to homeless shelters. • This Bar Saves Lives sends essential food to kids in need.
• State Backpacks donates essentials to local charities.
There are many reasons why this model of giving works, but one of the main reasons is that it engages the customer in the giving process. They need to buy an item anyway, so why not buy from a company that gives back? While there are many ways to give back as a company and One for One® is just one, the benefits of giving include tax deductions, employee engagement and retention, and customer loyalty.
Despite those benefits, many would argue that a company should give back to the community in which they do business because ‘it is the right thing to do.’ If you are thinking of including giving back in your business plan, here are five questions to consider.
Why do you want to include giving in your plans?
There are many reasons to give back, and your reason should be a key driver in your selection of a cause. For example, if you want a tax deduction, make sure the cause is tax deductible. If you love animals, make sure you thoroughly vet the charity to ensure it directly impacts the animals you are passionate about.
What do your customers care about?
If your customers care about whom you support, they will care more about you. In fact, a 2010 study by Cone Communications found that 85 percent of consumers have a better outlook on businesses that give to a charity they care about.
What do your employees care about?
According to All Business, one research study showed a 13 percent jump in productivity among workers whose employers consulted and included them in their company’s philanthropic initiatives. In other words, your employees care more when they know you care.
Is the giving aligned with your company or product?
One for One® is an obvious example of perfect strategic alignment because the company’s product that is purchased is also given to a person in need (shoes, socks, eyeglasses). Locally this works. For example, if you are a restaurant, you can give to Second Helpings (SERG Group does this). If you are a dog daycare, you can give to the Humane Association (Evergreen Pet Lodge does this). If you are a real estate company, you can support Habitat for Humanity (Charter One Realty does this).
What are some easy ways to start giving?
• Partner with a local organization – ask your employees to pick a cause and get started. It could be as simple as a Blood Donation Day or a day to help Bluffton Self Help pack bags. • Donate products or services – if you are an accountant or lawyer, most charities welcome free advice. • Offer discounts to community heroes – Veterans, EMS workers, nurses and teachers are some examples of the many unsung heroes in the Lowcountry.
Don’t let the thought of giving back overwhelm you or scare you to not take action. You don’t need to give a lot of time or money – the expression “it’s the thought that counts” holds true. Just get started, and it won’t take long for your heart to fill as you fill other hearts. ■
WE BRING YOUR WE BRING YOUR IDEAS TO LIFE! IDEAS TO LIFE!
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Living in balance
TIPS TO IMPROVE WORK-LIFE BALANCE
BY SHEILA TUCKER
C
Complicated. That's how I describe my relationship with work-life balance. As an over-functioning overachiever, I am no stranger to living an unbalanced life. I once had a work bag I affectionately named Steve. Because, well, it sounded better to say I was spending my evening with Steve instead of working all hours of the night.
Eventually my body gave out. I became unwell. Even Steve broke under the weight of all the work. The full tilt of the seesaw let me go. It was like life jumped off the other side, and work came crashing down. I'd hit bottom, and I knew I needed to make changes.
But here's the thing. Letting go of doing proved to be tricky.
Society tells us that more is better. We must be productive or, better yet, wear busyness as a badge. It's become tied to our self-worth, sense of accomplishment and success.
There's an internal battle with the constraints of time. Too much to do and not enough time to do it all.
The concept of work-life balance is somewhat elusive. It's ever-changing and deeply personal. There's an underlying mythical theme of control and accomplishment in all areas of our lives. — you know, when all the work and chores are done, and everything's in perfect harmony.
The idea of perfection where everyone's needs are met and we have endless energy sounds too good to be true. And, well, it is. Yet this is what we strive for, and we are often hard on ourselves, guilt-ridden or shamed for falling short.
Here's the unfortunate truth: work-life balance isn't a constant state of being where our shoulders are relaxed. We let out a long exhale and arrive. Instead, it's constantly changing to meet our needs.
It's enough to cause overwhelm and make you crave a nap. If only there were time. Which begs the question, how do we create work-life balance in a world that rewards busyness?
Well, it's complicated. And it's doable.
Let me share what I've learned along the way. Moving toward work-life balance is a multi-step process that you'll continually repeat. It requires: 1. Self-reflection. 2. Action steps.
I've also included a few tips I've learned along the way. Let's dive deeper into each step.
Man Purse It's been many years since Steve and I dusted ourselves off and began our mission of creating work-life balance. I'm happy to report that Steve has settled into retirement as an upcycled tote. Meanwhile, I've learned to revisit my needs and be more gracious and flexible when my work-life balance isn't so balanced.
SHEILA TUCKER is a licensed associate marriage and family therapist and founder of Heart Mind & Soul Counseling. She specializes in working with couples and individuals to better their relationships so they can connect more deeply to themselves and each other. When not in the office, you'll find her walking her pups or planning her next vacation with her husband.
Self-reflection
Find a quiet spot where you can go inward. Take a deep breath in through your nose and blow it out of your mouth. Without overthinking, write down your nose and blow it out of your mouth. Without overthinking, write down your first thoughts to the following questions. your first thoughts to the following questions. • What are you prioritizing? • What are you prioritizing? • What are you sacrificing? • What feels like peace or calm? • What's already working for you? • What do you need? • What brings you joy? And, how can you do more of that?
If an answer doesn't come right away, that's OK. Don't skip or rush through this part because it's uncomfortable or difficult. Understanding your inner workings will lay the framework for your success.
Action steps
Now that you better understand yourself and sense when you're experiencing work-life balance, below are four action steps you can take today. • Keep work at work. This also includes the mental load you may be carrying back and forth. Try this exercise. As you leave for the day, imagine your office doorframe is like a car wash. The bristles, glitter, or whatever you imagine removes all of the stress from your day. • Say no. You have permission to respectfully decline. Insider tip: you may feel a twinge of guilt. It's OK; still, say no if it doesn't align. • Ask for help. Really, ask. • Right now, schedule one thing in your calendar that brings you joy. Then actually do it. Give your play or family time the same priority as a work event.
The tips
• Slow and steady wins the race. I know, I know this is not a popular stance in a world where we want it right now. And it creates more sustainability which equals an increase in positive results. • Celebrate your wins, no matter how small. • Focus on what works for YOU. Not your neighbor, co-worker, or that socialmedia person who looks like they have it all together. • Let go of perfectionism. It will not be perfect. Perfection is unattainable because the bar moves just out of reach when you get close. Instead, aim for really good. This allows wiggle room to make adjustments when needed. • Wash. Rinse. Repeat. Work-life balance is a lifestyle, not a one-and-done way of being. Learn to notice your out-of-balance cues and make adjustments. One of my cues is resentment. ■
Taking a stand
SHOULD YOUR BUSINESS SPEAK OUT ON SOCIAL CAUSES?
Disney CEO Bob Chapek spoke out against Florida legislation after D criticism of his silence began trending on social media. Microsoft stopped sales and service in Russia after releasing a sharply worded statement condemning Vladimir Putin’s invasion of Ukraine. And Goldman Sachs pledged $10 million to address racial and social injustice after the 2020 police killing of George Floyd.
From the Black Lives Matter movement to immigration and beyond, increasingly more companies and CEOs are taking a stand on social issues. The question is, should you?
Research suggests that the majority of people prefer supporting businesses with a social conscious. According to the Edelman Trust Barometer, 54 percent of employees globally believe that CEOs should speak publicly on controversial political and social issues they care about, and 53 percent of consumers agree that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business. Members of younger generations are especially aware of where they shop and what brands they support, with 81 percent of Millenial respondents to a Nielsen survey saying their preferred companies make public declarations of corporate citizenship.
The numbers indicate that taking a stand on social causes could be good for your brand awareness and bottom line. But with the country more politically divided than ever and so much of your reputation on the line, many business owners have trouble deciding “to Tweet or not to Tweet.”
Just as there’s no one school of thought on today’s hottest topics, the answer as to whether your business should take a stand on social causes isn’t quite so clear. Here are a few questions to consider when deciding if you should speak out.
Does the issue align with my business’s mission?
It’s both impossible and impractical for one business (or business owner) to publish an opinion on every issue our world is facing today. While you should hold true to your company’s values, championing too many causes can come off as disingenuous. But chances are good that there are one or two social causes that already align with your business’s mission. For example, if you only sell sustainable products, it makes sense for you to have an opinion on the latest climate initiatives. Or if supporting women entrepreneurs is part of your business purpose, then by all means, go all-out for International Women’s Day. But beware…
Can you walk your talk?
If there’s one thing that consumers like less than “band-wagoning,” it’s business owners who commit to making a change at their company or in their community and, well, don’t. I’m sure we can all think of a business or two that pledged to “foster an inclusive and equitable company culture” in 2020, but its board has remained entirely white and male. Bottom line: before you post any promises to Instagram, make sure you can actually see them through.
How will you monitor your messaging?
Most of today’s most pressing social issues spark conversations about our society and culture that need to be had. And if all goes well, your Pride Month social media campaign should launch a discussion amongst your customers about what you are (or should) be doing to better support the LGBTQ+ community all year. You don’t want these discussions to happen without you, so don’t post and ghost. Have an honest conversation with your customers about why this issue matters to you and what you’re doing to make meaningful change. Just be sure that your messaging is sensitive to the feelings and concerns of those directly involved. The last thing you want is to accidentally come off as tone-deaf.
A company can certainly have a relevant social message that resonates with its target audience and that strengthens the brand – without ruffling anyone’s feathers. The key is to take concrete action on the cause you support. ■
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