Choosing a Cause

Cause-related marketing is seen as a necessity by most businesses. A challenge, however, is choosing a cause for your organization to support. There are many great not-for-profits and causes in each community and selecting only a few to fully support can be difficult. Any cause marketer has to make a decision to turn down proposals from numerous organizations.

In order to decide which cause to support, a marketer must evaluate the goals and mission of its own business. Choosing a cause that aligns nicely with your business is best. It makes your support seem more genuine and consumers can easily see the connection made. For example, Nature Valley supports the American Hiking Association. This works because the brand is seen as a product used while in the outdoors/during adventure so therefore it only made sense to support an association which promotes the outdoors and adventure. When making the decision, do not feel hesitation to explain to a charity why you are unable to support them. Be honest with them and note that there are other agencies at this time which are a better fit for you. Perhaps, you can use your network and refer not-for-profits to other businesses you may think could work for them.

Supporting sustainability is a cause which many businesses are choosing to support. The reasons are numerous – cost savings for a business, responding to the dire need to take care of the environment, and investing in the community are among several. Going green is a cause that always merits strong consideration. In fact, it has become a way of business that most organizations can no longer afford to avoid. Even if you support another cause, you still can go green. Much financial investment need not be taken to make an impact. Turing off lights when not in use, posting signage and having recyclable containers around an office are some quick, easy ways. Be a cause-related marketer but remember too that being green is becoming a necessity and can be accomplished while supporting other worthy agencies.