A staggering 91% of consumers say they’re likely to switch to brands who support a good cause if they have similar price and quality. Additionally, 92% of consumers say they would buy a product or service if it positively impacted society or the economy. Buyers today, especially younger generations, want to support important causes.

Cause-Based marketing can help your business appeal to younger audiences while making a positive difference in the world.

So how does it work?

There are two common cause-based marketing tactics. The first involves partnering with another company, generally a non-profit, that is actively supporting a cause. Partnering with respected charitable groups not only shows you’re invested in the issues your audience cares about, it also broadens your exposure to the audience of the cause itself.

The second marketing method is building marketing campaigns to benefit a particular cause. For example, you could run a promotion where 10% of every purchase made is donated to a charity of your choice. This is a great way to engage in shorter term cause-based marketing.

With either method, the first step is finding a cause you and your team are passionate about to drive the best results.Once you’ve decided on a cause, the next step is to choose a partner. Even if you’re running an in house campaign to raise money, you still need to decide where it will be donated.

To get the most from cause-based marketing, consider donating your time in addition to money. While large donations are helpful, being active in the field can have an even greater impact on your company's reputation.

A great example is Maker’s Mark. This bourbon company partnered with One Warm Coat, a non-profit dedicated to providing coats to those in need. Maker’s Mark traveled to multiple cities, encouraging coat donations and giving out hot cocoa and cookies shaped like their bottles. The campaign, “Give Cozy, #GetCozy” increased donations while boosting public perception of the Maker’s Mark brand.

Social advertising plays a significant role in cause-based marketing. The core of audiences who respond to this type of campaign can be found on social platforms such as Facebook, Instagram, and Twitter. Use these platforms to promote your cause, gain traction, and grow your social following during and after the campaign.

Cause-Based marketing is a great way to drive awareness while connecting with your audience. This mutually beneficial tactic is quickly becoming the best way to market to younger generations. Grow your business and your brand while promoting positive change in the world!

Sound great, but looking for some expert tips to implement cause-based marketing in your own company? Our team of marketing professionals is ready to help.