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  Cause marketing is a collaboration between a for-profit business and a non-profit, with the aim of creating campaigns that highlight important issues, while also casting the business as doing positive work around those issues. It’s basically a business partnering with a not-for-profit to achieve two goals: improve the state of society, and increase your revenues.
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This marketing strategy is effective because customers want to identify with brands that are helping to make the world a better place. If your business shows that it’s actively involved in bettering people’s lives outside of its core operations, you’ll very likely attract a lot more goodwill—and patronage –from the public. Here are some steps you can take to make that happen:

Find a Cause that Aligns with Your Values

It’s not enough to just get involved with any cause. You have to go for one that’s a good match for your brand and its values. Remember, the public can tell when you’re being genuine and if you’re simply paying lip service to a theme. There are numerous, perennially relevant issues you can choose from. Research your options, identify one that matches your business’s aims reasonably well, and run with it.

Hunt for a Strategic Partnership

Next, look for non-profit organizations that are actively involved in the cause you’ve decided to work on. Some issues attract the attention of numerous non-profits. Others are barely being addressed by anyone. So the ease with which you’ll find a partner depends on how many non-profits are tackling them. Thoroughly examine the candidates you come up with, and settle for one that would most easily fit with your business and its objectives. It’s important to weigh the integrity of your options. This will determine (to a significant extent) how the public perceives your campaign when it eventually gets off the ground.

Nail Your Storytelling

No matter how honourable your collaboration and efforts are, they won’t register in your target audience’s memory unless your marketing message makes a big impression. Such an impression is what great storytelling can achieve. Your communication should weave the cause and your involvement with it into one easy-to-follow and memorable whole. Also, utilize various marketing channels, such as social media, videos, blogs, and customer testimonials, to spread the message. When you integrate the cause into your brand’s story, you create a sense of purpose that resonates with customers and encourages them to support your business.
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Get Your Customers to Participate

Engage customers actively in the cause marketing campaign by offering ways for them to contribute or participate. An obvious way to do so is to contribute a portion of your revenue from their purchases to the cause—and let them know that you’re doing so. They will almost certainly be pleased with this fact. Other ways to get them involved include volunteer programs, donation matching, or fundraising events. Encourage customers to share their experiences and involvement through user-generated content and social media campaigns. When you enable consumers to make a difference, you not only strengthen their loyalty but also expand the reach and impact of your cause’s marketing efforts.

Be Transparent and Accountable

If you’re going to build trust with your customers, you’ll need to be transparent about your campaign. Be clear about how you’re utilizing the funds or resources you generate through the campaign to drive positive change. Provide regular updates on the things it achieves, such as the number of lives impacted, environmental benefits, or specific projects funded. Sharing tangible results helps consumers see the real-world difference they are making, reinforcing their support and loyalty.

Amplify Your Reach and Collaboration

You can broaden the impact of your cause marketing by collaborating with other businesses, influencers, or like-minded organizations. Pooling resources and expertise allows for larger-scale initiatives that can attract greater attention and generate more significant results. Collaborations can include joint marketing campaigns, co-hosted events, or cross-promotions. By uniting forces, businesses can expand their reach, tap into new customer segments, and create a more substantial impact together.
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Final Words

Cause marketing presents an exceptional opportunity for businesses to drive revenue growth while contributing to social and environmental causes. With it, businesses can increase their revenues while making a positive difference in the world. Embrace cause marketing as a powerful tool to forge stronger connections with customers, strengthen brand loyalty, and achieve long-term financial success. Featured Image Source: Wild Apricot
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This article was first published on 20th May 2023


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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One thought on “How to Increase Your Revenues with Cause Marketing”

  • Marketing can boost earnings by aligning your business with a social cause, demanding aware consumers, and promoting brand loyalty.
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