Many of today’s most well-known and successful brands incorporate a cause or element of charity into their marketing. Supporting a cause or charity with your business is a great way to build deeper connections with your customers, differentiate your brand from competitors, support your local community, and even improve employee morale. When the products and services sold are tied to something bigger, it’s easier to find purpose and connection in the work.
So how does a brand go about incorporating a cause into their strategy?
Choose a Cause that Aligns with Your Brand
The cause or charity you choose should reflect what your brand stands for, and be relevant to what you and your customers care about. Connecting your cause to your brand’s story shows your customers that the commitment is real and not just a marketing tactic. Have an authentic dedication to the cause and share your passion.
💡Ask Yourself: What do I want my business to represent, beyond what I sell?
Make the Cause Clear and Tangible
Be transparent about how your business supports the cause or charity you choose. Customers will be more likely to support your cause when they see how their purchases will benefit the cause and where their money is going.
Make Your Dedication Known
Create campaigns that reflect your brand’s commitment to the cause. Special promotions, limited-edition items or collections, and seasonal offerings that support the cause are a great place to start. Make sure your customers know about your dedication to this cause, and consistently share this dedication across all your various marketing platforms. Leverage in-store signage, digital marketing, events, etc.
Collaborate with Partners
Joining forces with another local retailer or brand can be a powerful move in supporting a cause. You can maximize your impact and generate more awareness in your area when you link arms with other businesses that support the same causes you do (or with the cause/charity itself!). Cross-promote to multiple target markets with an authentic partnership, and you’ll be surprised by how much new awareness and business your brand can gain.
💡Ask Yourself: What are the other retailers in your community that support a similar cause? How can you collaborate and create something great for your customers?
