Cause marketing, or cause-related marketing, is a PR strategy that can help manage and promote perception, image, and brand awareness – a must-do for large corporations and startups alike.
iHeart Radio’s Passage to Profit podcast recently featured Chris Rosica, President of Rosica Communications and author of The Authentic Brand, The Business of Cause Marketing, and the soon-to-be-published The Power of B2B Social Media. With the show’s hosts, Elizabeth and Richard Gearhart, Rosica explored the importance of cause marketing and why businesses should consider this high-impact public relations discipline.
As described in his book, The Business of Cause Marketing: Doing Well By Doing Good, Rosica defines cause marketing as “a public relations strategy that leverages the public’s demand for socially responsible corporations by forging an alliance between a for-profit company and a nonprofit organization or cause.” In addition to helping nonprofits in need, one benefit of cause-related marketing lies in the fact that most consumers prefer to engage with companies that are cause-involved. A survey by PRWeek says that 90% of women would select one product or service over another if one was involved with specific cause or charity and that nearly 70% would pay more for that product or service because of the company’s involvement with charitable organization.
Corporate social responsibility is timely. With COVID-19 affecting people’s daily lives, the public at large expects companies to step up and give back. So, there’s no better time than now to develop and implement a cause-related PR program.
The numbers are staggering. According to Charity Navigator, nearly 80% of all donations to nonprofits are made by individuals, rather than businesses. Businesses can stand apart and do their parts by partnering with local chapters of national nonprofits, such as The Salvation Army or Boys & Girls Clubs. Some seek out hyper-local nonprofits with that resonate with their CEO or business principals.
On behalf of HALOLIFE, a face mask company Rosica represents, we partnered this high-quality PPE company with The Salvation Army, conducting donation media events in Texas, New Jersey, California, and New York City. HALOmasks were given to front line workers and the homeless, drawing the attention of television cameras, newspaper reporters, and photo desks in each market donations took place.
In Rosica’s book on cause marketing, he also outlines how to develop a cause-related marketing strategy, selection considerations for nonprofit partners, and how to measure success. He emphasizes the importance of selecting a charity you can really get behind and be passionate about.
One question raised on iHeart Radio was about how much money a business should expect to give. Rosica explained, “Cause marketing is not just about giving money. It’s about the partnership you create with a not-for-profit, how you tell that story, and the impact you make together. A business can donate product or give expertise to a nonprofit to partner in lieu of money – and that can be a powerful story that attracts earned media coverage and accolades on social media channels.”
Rosica says, “By doing good, you can do well. And by doing good, you’ll inspire others to do the same. When you create and tell authentic stories, you can motivate your stakeholders and provide substance to your communications and PR initiatives.”
Listen to the full podcast here: https://www.iheart.com/podcast/47-passage-to-profit-29648594/episode/passage-to-profit-2-7-21-chris-rosica-77308518/