Last month, I watched the Chase Giving Awards on NBC and was enamored with the stories that were told about individuals who spend every waking moment trying to make the world a better place. Then it hit me. Cause marketing is officially a movement that is out to change the world. I was literally watching an awards show for non-profits. The night was a little more special for me because my cousin’s non-profit, Krochet Kids International, was awarded $500K to further its mission of helping women in Africa and Peru.
Then the second lightning bolt struck.
One of the reasons that non-profits all over the world are being recognized is because of digital media. Digital media and marketing have created an ecosystem that drives huge amounts of information and support to people all over the world. We are talking about miles and miles of data and people. And cause marketing is strong not just because of the message but also because of the technology.
I’m not saying you need to create an awards show and get millions of people to vote for organizations in order to run a successful cause marketing campaign. The Chase Giving Awards is just one example of a corporation using cause marketing to make the world a better place. Another example of the combination of digital and cause marketing is the international non-profit, Feeding Your Kids Foundation. They improved the eating behaviors of 9,000 families from 85 countries with a new email and SMS campaign.
The program, free to more than 12,000 parents worldwide, powers daily messages featuring region-specific nutrition information and educational resources, resulting in 83% of participants reporting they learned new ways to improve their children’s health.
“Our organization equips parents around the world with the knowledge and tools they need to feed their children healthier foods and teach better eating habits,” said Carey White, Feeding Your Kids Foundation chairman.
In addition to the six-week email program, parents can also receive time-relevant text messages, providing additional nutrition and wellness information. It is really about driving relevant content to the people who need it -- the people who are helped by the cause.
And that is really the truth of the matter. Cause marketing is about using digital technology to equip people with the necessary information to change their lives. Plain and simple.
Let’s look at the different strategies the Feeding Your Kids Foundation used to drive success.
Non-profits embracing digital marketing are not the only ones seeing success with cause marketing. Consumers around the globe are rewarding brands that promote a social purpose, according to public relations company Edelman. Edelman found that nearly half of those who bought from cause supporting brands in 2012 said they did so monthly, compared to only 32% who brought with the same frequency in 2010.
They are also being recognized because cause is bigger than marketing. It's a way of being or doing business for many - and increasingly so, much like social media, instead of a separate tactic.