Marketing Tip of the Week: Cause Marketing

[Frank Gomez]

Cause marketing is a way to help a non-profit or other "[good] cause" by associating your company with that cause. There are different models that can work to your benefit.

The simplest model is to be a sponsor for the non-profit and in return the non-profit acknowledges you. I donated design work recently to a local non-profit in return for being acknowledged with my logo with other sponsors on their event T-shirts.

A second way to do this is to promote the non-profit along with your regular marketing so your target "sees your values" and remembers you better. Usually this includes a donation of a percentage of your proceeds to that cause.

Another model is to create a widget for a non-profit, show the non-profit how they can use it to raise money (either as a gift to donors OR as an item the non-profit actually sells to raise funds.) They sell it for you, you produce the item and get paid for it and make a profit on it.

A third model is to have your employees donate time while being paid by your firm. Use what the employees accomplished to show your company's values. This improves public perception of your firm and usually translates to more sales.

Do you know of other cause marketing models? Please share them here!

Frank Gomez is a Graphic Designer in Sarasota Florida click to visit his website

[Harriet Maltz]

Frank, Your suggestions are excellent. I'm a realtor with Michael Saunders & Company and very active in a non-profit organization(Susan G. Komen For The Cure). I'll take "cause" marketing to heart.