Cause marketing: what Nashville businesses need to know

Cause marketing defines either a collaboration between a for-profit business and a non-profit organization for mutual benefit, or a for-profit business using a societal issue in their marketing efforts.

Each kind of cause marketing campaign can help your business stand out to consumers that believe businesses need to address social issues.

87% of consumers surveyed said they would buy a product because the company advocated for an issue they care about.

If you are a business or non-profit looking to add cause marketing to your marketing plan, this guide will help you create a cause marketing strategy.

Cause marketing for non-profits

If you’re looking for an innovative way to raise funds or awareness for your non-profit organization’s mission, cause marketing may be the way to go.

There are two ways to do this – approach a business for funding directly and publicize their involvement or collaborate on a campaign that will expose your organization to their audience.

Asking a business to contribute directly is a great way to your non-profit to get the money it needs and can help the business get some earned-media if the story is picked up in the news or on social media.

On the other hand, partnering with a business whose customers match the people you’d like to reach for services, membership or donations can be a great way to raise awareness of your work and could produce better results over time. These kinds of campaigns can open up your donor or customer audience and create more revenue over time.

No matter which option you choose, it’s important to think carefully about these partnerships. Maintaining the trust of your donors, customers and the wider Nashville community should always be a top priority. Finding a business that aligns with your organization’s goals and beliefs is key to maintaining the credibility of your organization.

Cause marketing for businesses

Corporate social responsibility is becoming more and more important to consumers. In a 2017 survey, Cone Communications found that 78% of American want companies to address important social justice issues. More importantly, the survey also found that 3 out of 4 consumers will refuse to purchase a company’s products if they do not support their beliefs on important issues.

Certain demographics of consumers, like millennials and African Americans, place even more importance on corporate social responsibility.

One way to boost your company’s social responsibility is to participate in cause marketing with a non-profit that aligns with your target market’s ideals and beliefs. Doing research to find the issues your target audience feels strongly about and then partnering with an appropriate non-profit organization through donations or joint marketing campaigns can help current and potential customers make more purchasing decisions with your company. 87% of consumers surveyed said they would buy a product because the company advocated for an issue they care about.

The most important thing to remember for cause marketing to be successful for your business is that your efforts need to be genuine. Using an issue as a platform for selling your products with no real buy-in is not just tacky – it could cost you customers and lead to public backlash. Remember that infamous Pepsi ad featuring Kendall Jenner that tried to capitalize on the Black Lives Matter movement? Make sure your cause marketing has purpose, aligns with your brand’s image and be transparent about results to avoid a similar outcome.

Cause marketing examples in Nashville

Nashville businesses and non-profits have teamed up for some great cause marketing campaigns that can help you develop your own strategies.

Emma & Thistle Farms

In 2017, Emma, the email marketing platform, partnered with Thistle Farms to launch The Welcome Project. Thistle Farms is an organization that helps women who have survived prostitution, trafficking and addiction all around the world. The Welcome Project was their new initiative to empower women in Greece with a social enterprise that used life vests worn by refugees to create welcome mats. Thistle Farms set up a photobooth at the conference for attendees to take a photo of their feet on a welcome mat and post it on social media using the hashtag #LoveWelcomes. For every photo shared, Emma donated $20 to help provide salaries to the women refugees involved in the project.

Results: Not only did Thistle Farms raise more than $10,000 for the project, they reached a whole new audience for The Welcome Project welcome mats. Emma received earned media coverage from attendees on social media who said it was one of their favorite parts of the conference.

Nashville Predators & Prevent Child Abuse Tennessee

Each year, the Nashville Predators partner with four area non-profits to spotlight throughout the season. During the 2017-18 season, one of these organizations was Prevent Child Abuse Tennessee (PCAT). On March 31, 2018 the Predators hosted a Diaper Drive night that encouraged game attendees to bring a donation of diapers, or cash, for use in the local community. The Predators also hosted information about PCAT on their website and social media channels. PCAT was onsite during the game handing out free pinwheels, the symbol of their organization.

Results: PCAT handed out 1,000 pinwheels to game attendees, shared their mission with new people and collected 3,500 diapers during the donation. For the Predators, having a charitable arm is a great way to connect with the local community.

Kroger & Second Harvest Food Bank of Middle Tennessee

Kroger and Second Harvest Food Bank of Middle Tennessee have had a long-standing partnership. Customers can donate food at the donation barrels in local Kroger stores, and these donations find their way to needy families across the state. Furthermore, Kroger also donates funds directly to the organization at various times throughout the year.

Results: These partnerships are covered throughout the year by news outlets for great earned media recognition for both Kroger and Second Harvest. In the 2016-2017 fiscal year, Second Harvest Food Bank of Middle Tennessee distributed more than 32 million pounds of food, including 9 million pounds of fresh produce, thanks in part because of their partnership with Kroger.

Cause marketing is a great way for businesses and non-profits to reach new customers or donors. Click here to read more blogs about how to improve your marketing efforts.