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A Small Business Guide To Cause Marketing

The internet has exposed people to different ideas and outlooks. And in this modern society, diversification has become a sensitive topic, with people becoming more conscious of their social duties than ever. Thus, responsible consumption and transparency are gaining momentum.

Consumers are now expecting brands to be concerned about their societal impact. In fact, almost 50% of consumers pay close attention to a business’s actions, while 70% want to know more about how brands address environmental and social issues. 

Today, businesses are answering these consumer demands through cause marketing. In this article, you’ll learn about cause marketing, its benefits, and a few tips when starting one. 

Cause Marketing Explained

Cause marketing, also known as cause-related marketing, refers to a collaboration between a for-profit company and a nonprofit organization. In short, it’s when a business supports a charitable or social cause. 

For instance, Fergusons Plumbing Group, a well-known plumbing company in Australia, has chosen to support Beyond Blue, a mental health and well-being support organization focused on supporting people affected by depression, anxiety, and suicide. 

In general, the brand’s association with a nonprofit organization can boost its corporate social responsibility. In exchange for a business’s ethical contributions to the collaboration, the nonprofit organization creates more awareness for the company. 

What Are The Benefits Of Cause Marketing?

Cause marketing often helps nonprofit partners increase their exposure. Typically, nonprofits have a limited budget for marketing. So, getting a small business to partner with them can help in boosting awareness about their efforts and cause to consumers they might not otherwise reach. 

That said, cause marketing also offers significant benefits to small businesses. These include:

  • Improving corporate image
  • Accommodating today’s demand for corporate social responsibility  
  • Boosting employee morale
  • Increasing brand loyalty
  • Obtaining better awareness
  • Building a strong relationship with their community
  • Standing out from competitors

The next question is, how does a small business develop a successful cause marketing campaign which can benefit both the small business enterprise and the nonprofit organization?

4 Tips For Developing A Successful Cause Marketing Campaign

As you can see, a successful cause marketing strategy can provide numerous benefits to your business. So, how do you build a strong cause marketing campaign? 

  • Carefully Pick A Cause

Starting a cause marketing campaign starts with finding the right cause. You want to choose something you believe in and reflects the value of your company and customers. 

Although some businesses can have successful partnerships with an organization, they have nothing in common, your cause marketing efforts will look more genuine if the cause you support is related to your brand in some way. Also, if you choose a cause that your employees believe in, your staff will buy into the concept, working hard and feeling passionate about helping. Such collective energy will reflect in the work you do. 

Also, knowing your audience and constructing a cause campaign around their values not only helps your nonprofit partner but also helps increase loyalty and satisfaction with your brand. 

  • Set Your Budget

You may have this urge to support a cause you truly believe in, but without proper budget planning, you can’t do much or cause harm to your business’s financial health. So, you want to allocate a budget for your cause marketing campaign and determine how much you can afford for a month. It’s best if you can get a numerical figure every month. 

That said, even if you have a tight budget, there are ways to come up with the money for the social partnership. You can start a customer engagement campaign to make consumers participate. A donation campaign can significantly improve your budget, providing enough funds to cover expenses and carry on with your social message.

  • Craft A Compelling Message

A compelling message can help inspire and cause people to act. It should be something that you sincerely believe in and willing to support. Make sure to craft a cause message with appropriate wording. You shouldn’t be too political and polarizing, which can jeopardize your entire cause marketing campaign in the form of low customer response, boycotting, and protesting. 

  • Co-Promote

Your cause marketing campaign will get more traction if both partners are promoting it. And there are numerous ways to co-promote the cause. For instance, you can tag each other in social media posts or send a joint press release to news outlets and websites. You can also announce the affiliation in a newsletter or blog. Consider using each other’s logos in relevant marketing campaigns. 

The most successful cause marketing campaigns often use omnichannel and collaborative marketing strategies to increase exposure and awareness. So, strategize with your partner to ensure both organizations can get the most out of the partnership.


In this age, when customers are more well-informed and concerned about their impact everywhere, brands must compete on more than just price. Cause marketing is a glaring opportunity to become a socially responsible brand and a powerful force for good. 

What’s more, cause marketing isn’t just a chance to make the world a better place–it also serves your business goals positively, helping transform sentiments into profit as a bonus.

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