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The ultimate guide to cause marketing campaigns

The modern consumer landscape is no longer solely defined by product quality and price. Today’s discerning customer seeks brands that resonate with their values and actively contribute to positive social or environmental change. This shift in consumer behaviour has propelled cause marketing (CM) from a niche marketing tactic to a strategic cornerstone for building a purpose-driven brand and achieving long-term success.

By incorporating CM into their marketing strategies, businesses can attract a loyal customer base that extends beyond mere transactions. Cause marketing fosters deeper connections with consumers who share a passion for making a difference. This translates to increased trust, brand loyalty, and a positive brand image – all the essential ingredients for sustainable business growth.

What are the benefits of cause marketing?

The evolving consumer landscape demands a strategic shift for businesses. Modern consumers actively seek brands that advocate for good causes, prioritising those who contribute to a better world. Embracing the benefits of cause-related marketing attracts and retains customers who are passionate about positive change, generating long-term trust, loyalty and ultimately, business success. Here are the key benefits of cause marketing:

  1. Increase brand loyalty: Cause-related marketing is the secret weapon for building a brand that resonates with today’s socially conscious consumer. Traditional marketing tactics are no longer enough to capture the hearts and minds of customers. Modern consumers crave brands that align with their values and actively contribute to positive social or environmental change. By partnering with non-profit organisations and advocating for important causes, businesses can attract new customers and increase customer loyalty, achieving significant growth.
  2. Increase brand awareness: Cause marketing can significantly increase brand awareness and reach new audiences. By aligning your brand with a relevant social issue, you tap into a passionate and engaged community that might not have otherwise been familiar with your product or service. Cause-related product lines can also be a powerful sales growth strategy. Partnerships with charities can lead to the creation of unique products where a portion of the proceeds go toward the chosen cause. This not only benefits the charity but also creates a sense of exclusivity and purpose for your customers, potentially leading to a higher sales volume.
  3. Increase brand engagement: Studies show that consumers are drawn to companies that align themselves with causes they care about. For example, renowned swimwear brand Seafolly saw a 66% increase in social media engagement by sharing their commitment to charitable causes on social channels.
  4. Increase employee satisfaction: Employees are increasingly looking to work for companies with strong social responsibility values. Engaging in cause marketing initiatives can boost employee morale and engagement, fostering a sense of purpose and pride within your workforce. By aligning your business goals with a social cause you believe in, you can achieve remarkable results, all while making a positive impact on the world.

employees sitting around a table discussing their cause marketing campaign

How to implement cause-related marketing

Cause-related marketing, when done right, can be a win-win for businesses and social good. This section will guide you through the key steps to implement a successful cause marketing campaign, from identifying the perfect cause to measuring your impact.

  1. Find your cause: The foundation of any cause marketing effort lies in identifying a cause that deeply resonates with both the company’s values and the target audience. Rather than chasing trends, consider researching causes that truly align with your brand identity and spark passion within your team. Today’s consumers can easily identify disingenuous partnerships, so choose a cause you can champion with authenticity.
  2. Find your NGO: Once the ideal cause has been identified, finding the perfect non-profit partner is crucial. Look for a reputable organisation with a clear mission and proven track record. Consider their reach, target audience, and the potential impact your combined efforts can create. For example, Australian businesses seeking a local focus can explore partnering with reliable Australian charity projects.
  3. Craft your cause marketing message: With both the cause and the partner identified, it’s time to craft a compelling message that resonates with your target audience. Storytelling is a powerful tool to showcase the impact of the partnership and the positive change it represents. Transparency regarding the company’s goals and the cause’s mission is essential. The target audience should be able to connect with the campaign’s purpose and understand why the cause matters to your company.
  4. Develop your execution strategy: While direct donations remain a classic fundraising option, numerous creative approaches can be explored. Developing cause-related product lines, where a portion of the proceeds directly benefits the charity, offers an innovative approach. Events serve as another excellent method for generating excitement and raising awareness. Consider hosting workshops, volunteer days, or charity galas that seamlessly integrate with the brand and cause.
  5. Measure your cause marketing campaign: Passion alone is insufficient to ensure campaign success. Measuring the campaign’s impact is critical for assessing its overall effectiveness. Key metrics such as social media engagement, website traffic, and sales figures should be monitored to gain a comprehensive understanding of how cause-marketing efforts influence brand awareness and customer behaviour. Evaluating the amount raised for the charity serves as a direct measure of the fundraising effort’s success. By meticulously measuring results, companies can refine their approach and maximise the impact of future cause marketing initiatives. This data-driven approach allows businesses to embark on a journey that benefits both the organisation and the cause they believe in.

Next steps – launching your first cause marketing campaign

For businesses seeking a streamlined path to launching their first cause marketing campaign and empowering their customers, the i=Change Shopify donation app offers a comprehensive solution. This application seamlessly integrates with your existing Shopify store, enabling customers to effortlessly donate to their chosen cause at checkout. With a curated selection of 50+ reputable NGOs, complete transparency on the impact of donations, and the ability to track customer engagement, i=Change empowers both businesses and consumers to become active participants in positive social change.

The time to integrate cause marketing is now! Seize the opportunity to solidify your brand’s commitment to creating real change. Together with i=Change, your brand can launch it’s first cause marketing campaign and embark on a journey that benefits both your organisation and a cause you genuinely believe in.

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