Brands are more than just their products and services. Today’s consumers care about what companies stand for. They want to know how brands impact society and the environment. In fact, 84% of consumers say they need to share values with a brand to buy from it. 60% are willing to buy or boycott based on a brand’s social or political stance (source: Edelman). This shift shows why cause related marketing is so important. Businesses need to align with causes that matter to their audience.

In this guide, we’ll explore what is cause related marketing and why it matters. You’ll learn how to build purpose-driven campaigns that boost your brand and make a real difference.

What is Cause Related Marketing?

Cause related marketing, also called cause marketing, is when a business partners with a nonprofit organization or supports a social cause. Both sides work together to achieve goals that benefit them both.

This type of marketing goes beyond just promoting a product. It links a brand with a cause that matters to its customers. The goal is to create a win-win situation. The business improves its image, gains customer loyalty, and increases sales. Meanwhile, the nonprofit or cause gets more attention and support.

How It Differs from Other Marketing Strategies

Cause related marketing is different from corporate social responsibility (CSR). CSR is usually broader and focuses on a company’s overall ethical practices. Cause-related marketing, on the other hand, is often tied to a specific campaign. It promotes a product or service while also raising awareness for a cause. This makes it different from purely charitable efforts or regular marketing campaigns.

Historical Background and Evolution

Cause-related marketing became well-known in the 1980s with American Express. The company ran a campaign to help restore the Statue of Liberty. For every transaction made with an American Express card, a small amount was donated to the restoration project. This campaign raised millions of dollars and increased card usage. It showed the power of linking consumer actions with charitable giving.

Since then, cause-related marketing has grown into a common strategy for businesses of all sizes. Today, it includes many different activities, from donating products to partnering with global nonprofits. The rise of social media has made it easier for brands to reach and connect with consumers quickly and personally.

Types of Cause Related Marketing Campaigns

Cause-related marketing can take many forms. Here are some common types of campaigns, along with examples to show how they work.

1. Point-of-Sale Donations

Image source: donorbox

In this type of campaign, customers are asked to donate a small amount at checkout. This could be in a store, online, or through an app. For example, a store might ask customers to round up their purchase to the nearest dollar, with the extra amount going to charity. It’s simple and allows customers to contribute without much effort.

During the holiday season, many grocery stores ask customers to add a small donation to their bill for local food banks.

2. Purchase-Triggered Contributions

In these campaigns, a business promises to donate a portion of its sales to a specific cause. This might be a percentage of the revenue from a particular product. The key is to be clear with customers about how much of their purchase will go to the cause.

3. One-for-One Product Donations

This type is similar to purchase-triggered contributions, but instead of donating money, the company donates a product. For every product sold, a matching item is given to someone in need.

Warby Parker’s “Buy a Pair, Give a Pair” campaign donates a pair of glasses to someone in need for every pair sold. This type of campaign has a direct impact and is easy for consumers to understand.

4. Percentage of Sales Donations

Here, a business donates a set percentage of its sales to a cause during a specific time. This is often used for special promotions or events, encouraging customers to buy to support the cause.

During Breast Cancer Awareness Month, many brands donate a percentage of sales from specific products to breast cancer research and support groups.

5. Event-Based Campaigns

Businesses can organize events that promote a cause and donate the proceeds to charity. These events can be anything from charity runs to auctions, aimed at raising awareness and funds.

Nike hosts charity runs where the registration fees go to a chosen cause. These events also help build a community around the brand.

6. Digital and Social Media Campaigns

With digital platforms, many cause-related marketing campaigns happen online. Businesses use social media to raise awareness, encourage donations, or start viral campaigns for a cause.

The ALS Ice Bucket Challenge is a great example of a digital campaign that went viral. It raised millions for ALS research and engaged people worldwide through social media.

How to Build a Successful Cause Related Marketing Campaign

Cause related marketing can be powerful. But it has to be genuine. If people think you’re just trying to sell more stuff, it can backfire. Remember the Pepsi ad with Kendall Jenner? It was meant to promote unity, but it missed the mark and felt exploitative. To avoid this, let’s break down how to create a campaign that resonates and makes a real difference.

1. Identify the Right Cause

Match Your Mission: The cause you choose should align with your brand’s values. Think Ben & Jerry’s. They’re known for their social activism, so their “Justice ReMix’d” flavor supporting criminal justice reform was a perfect fit.

Know Your Customers: What issues are important to them? REI’s “#OptOutside” campaign encouraged people to skip Black Friday shopping and enjoy nature. This resonated with their outdoorsy customer base.

2. Choose the Right Campaign Type

Cause and Campaign Harmony: Different causes call for different approaches. Seventh Generation, known for eco-friendly products, promoted renewable energy with special packaging. This made perfect sense for their brand.

Resource Check: Be realistic about what you can handle. LEGO’s “Rebuild the World” campaign was ambitious and global, but they had the resources to pull it off.

3. Team Up with the Right Nonprofits

Do Your Homework: Research potential partners carefully. Bombas, the sock company, partnered with homeless shelters to donate socks, a much-needed item. This was a smart and impactful partnership.

Clear Expectations: Define roles and responsibilities clearly. Lyft and No Kid Hungry partnered to provide free rides during the pandemic. This partnership had clear goals and leveraged each partner’s strengths.

4. Create and Promote the Campaign

Tell a Story: Connect with your audience on an emotional level. Dove Men+Care’s “Paternity Leave” campaign championed paid paternity leave, a message that resonated with their target audience.

Go Digital: Use social media and online platforms to amplify your message. Coca-Cola’s “Share a Coke” campaign went viral, boosting engagement through personalized bottles.

Get Customers Involved: Encourage participation. Heineken’s “Worlds Apart” campaign brought people with opposing views together for a conversation over a beer. This fostered dialogue and engagement.

5. Measure Your Impact

Track Your Progress: How will you know if your campaign is working? Track things like donations, engagement, and website traffic.

Learn and Grow: After the campaign, analyze the results. What worked? What could be better? Use these insights to improve future campaigns.

By following these steps, you can create a cause-related marketing campaign that is authentic, impactful, and strengthens your brand. Remember, it’s about making a difference, not just making a sale.

Case Studies of Successful Cause-Related Marketing Campaigns

We all see cause-related marketing in our daily lives. It might be donating at checkout or watching a brand support a cause. These campaigns stick with us because they match our values. I remember finding out my favorite coffee shop was helping underprivileged kids by funding their education. Now, I was a regular customer of them. But knowing what they do, increased my loyalty toward them. So, if done correctly, cause marketing is indeed a powerful strategy.

In this section, we’ll look at some powerful cause-related marketing campaigns. These examples show how brands can connect with people and make a real difference.

RED Campaign: Partnering for a Cure

The RED Campaign is one of the most famous examples of cause-related marketing. Launched in 2006 by Bono and Bobby Shriver, the campaign aims to fight HIV/AIDS in Africa. RED partners with big brands like Apple and Starbucks to sell RED-branded products. A portion of the money from these products goes to the Global Fund, which helps prevent and treat HIV/AIDS. The campaign not only raises funds but also spreads awareness, showing how powerful it can be when brands come together for a global cause.

• Campaign Overview: Partner with brands to fight HIV/AIDS.
• Goal: Raise funds and awareness to combat HIV/AIDS.
• Key Partnerships: Apple, Starbucks, and other global brands.
• Reach and Impact: Global campaign raising millions for HIV/AIDS programs.
• Key Outcome: Demonstrates the power of collective action for global health.

TOMS – One for One: Shoes for a Better World

TOMS transformed the landscape of cause-related marketing with its “One for One” campaign. The idea was simple yet powerful: for every pair of shoes purchased, TOMS would donate another pair to a child in need. This approach directly addressed a basic need while giving customers a chance to make a difference with their purchase. Over time, TOMS expanded this model to include eyewear and clean water initiatives. The “One for One” campaign not only provided essential items to millions but also set a new standard for how businesses can integrate giving into their core mission.

• Campaign Overview: Donate one pair of shoes for every pair purchased.
• Goal: Provide footwear to those in need around the world.
• Key Partnerships: Various distribution partners and NGOs globally.
• Reach and Impact: Donated millions of shoes to children in need across various countries.
• Key Outcome: Established a sustainable model of social entrepreneurship.

Ben & Jerry’s – Democracy Is In Your Hands: Mobilizing the Vote

Ben & Jerry’s is known for more than just ice cream. They care about social issues too. In 2016, they launched the “Democracy Is In Your Hands” campaign. The goal was to get people to register and vote in the U.S. presidential election. They partnered with civic groups to spread the word, especially to young voters. By focusing on voting, Ben & Jerry’s showed they care about making a difference in society.

• Campaign Overview: Promote voter registration and participation.
• Goal: Increase voter turnout and raise awareness about the importance of democracy.
• Key Partnerships: Civic organizations and voter registration groups.
• Reach and Impact: Nationwide campaign that drove significant voter registration and participation.
• Key Outcome: Strengthened Ben & Jerry’s image as a socially responsible brand committed to civic engagement.

ALS Ice Bucket Challenge: A Viral Movement for a Cause

The ALS Ice Bucket Challenge became a huge hit in 2014. The idea was simple: pour a bucket of ice water over your head or donate to ALS research. Many people did both. The challenge spread quickly online. Everyone, from regular folks to celebrities, got involved. This campaign brought a lot of attention to ALS, a disease that affects the nerves. It also raised millions of dollars for research. The Ice Bucket Challenge showed how powerful social media can be when it comes to helping a cause. In 2024, it marked 10 years of this challenge. They launched the #IceBucket10 challenge.

• Campaign Overview: Encourage people to pour a bucket of ice water over their heads to raise awareness and funds for ALS.
• Goal: Raise awareness and funding for ALS research.
• Key Partnerships: Collaborations with celebrities, influencers, and ALS organizations.
• Reach and Impact: Global viral campaign that raised millions for ALS research and brought unprecedented attention to the disease.
• Key Outcome: Set a new standard for viral cause-related campaigns and significantly advanced ALS research funding.

Challenges and Pitfalls in Cause-Related Marketing

Cause related marketing can be effective, but it comes with challenges that businesses need to consider:

1. Misalignment with the Cause

Choosing a cause that doesn’t fit with your brand can confuse customers. If the cause doesn’t match what your company stands for, people might see the campaign as fake, which can hurt your brand.

2. Lack of Transparency

Customers want to know where their money is going. If your company isn’t clear about how donations are used, people might not trust your campaign. This can make it seem like you’re just trying to make money, not actually helping.

3. Risk of Public Backlash

When a campaign seems insincere, it can backfire. For example, Pepsi’s 2017 ad with Kendall Jenner was criticized because it appeared to trivialize serious social issues. This shows the importance of being genuine.

4. Unintended Negative Impact

Some campaigns, even with good intentions, can do harm. For example, TOMS’ “One for One” model has been criticized for hurting local businesses by giving away free products, which can make communities dependent on aid.

5. Short-Term Impact

Research shows that cause-related marketing might boost sales temporarily, but the effect often doesn’t last. Once the campaign ends, sales usually go back to normal, raising questions about long-term benefits. This can make cause-related marketing feel like other promotional campaigns where the effects wear off once it’s over.

6. Operational Challenges

Running a cause-related campaign can cause problems like managing stock. Companies might overestimate how much they’ll sell, leading to leftover products when the campaign ends. This can mess up the supply chain and create waste.

7. Importance of Overall Brand Image

It’s important for businesses to support causes they truly believe in and stay transparent about their efforts. Cause-related marketing should be part of a bigger strategy to build a strong, authentic brand. When businesses are genuine and consistent, they can make a lasting impact that goes beyond just one campaign.

Future Cause Marketing Trends

Cause-related marketing is evolving as people expect more from the brands they support. Here’s what’s on the horizon:

1. Focus on the Environment

Caring for the planet is a big deal. Brands are starting to take real action on environmental issues, like reducing pollution and conserving resources. Customers now expect companies to help protect the Earth, not just talk about it.

2. Promoting Fairness and Inclusion

Fairness and equality are key values today. Brands that support diversity and stand up for everyone, no matter who they are, are gaining more trust and loyalty. These efforts help brands connect with a wider audience.

3. Helping Local Communities

Brands are putting more effort into supporting their local communities. By partnering with local organizations, they can make a positive impact where it matters most—right in their own neighborhoods. This helps them build stronger relationships with the people around them.

4. Being Real and Taking Action

People want brands to do more than just make promises—they want to see real action. The most successful campaigns show that a brand is genuinely committed to making a difference. When brands back up their words with actions, they earn more trust from their customers.

5. Personalization and Technology

With advances in technology, like data-driven strategies and AI, brands can create personalized campaigns that resonate with specific groups of people. This makes the message more relevant and engaging, helping brands connect on a deeper level.

These trends show that customers want brands to be honest, proactive, and genuinely involved in making a positive impact. Brands that embrace these changes will build stronger, more meaningful relationships with their customers.

Conclusion

Cause related marketing helps brands connect with customers and support important causes. When done right, it builds trust and loyalty. It also makes the brand stand out. But it’s important for brands to pick causes that match their values. They need to be honest about their efforts and follow through on their promises.

The key to success is being real and showing that they truly care.

In the end, cause-related marketing isn’t just about selling more products. It’s about making a real difference. Brands that take this seriously will succeed in business and help make the world a better place.

Want to boost your brand’s visibility and local presence? Our link-building and local citation services can help you connect with your community and strengthen your online footprint. Let us assist you in building the right connections and driving more local traffic to your business. Get in touch with us today to learn more!

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