Cause Related Marketing (CRM) campaigns can be powerful tools for businesses to make a positive impact while enhancing their brand image. This guide will walk you through the process of implementing effective CRM campaigns, from selecting a cause to measuring the impact.
What Is Cause Related Marketing?
Cause Related Marketing (CRM) is a marketing approach where businesses align themselves with specific social causes or charitable organizations. This partnership aims to create mutual benefits for both the company and the chosen cause. By integrating social responsibility into their marketing efforts, businesses can enhance their brand image, increase customer loyalty, and drive sales while supporting meaningful causes.
Corporate Social Responsibility (CSR) refers to a company’s commitment to ethical and sustainable practices that benefit society and the environment, while CRM focuses on managing customer interactions to drive sales and loyalty. While CSR aims to create a positive impact on the world at large, CRM is designed to improve a company’s bottom line by enhancing customer satisfaction and retention.
Let’s take a look at some comparisons of the two:
Primary Focus
- CRM: Aims to create mutual benefits for the business and the cause, often with a strong emphasis on marketing and sales.
- CSR: Focuses on the company’s overall impact on society and the environment, often without a direct link to sales or marketing efforts.
Measurement And Reporting
- CRM: Often measures success in terms of campaign-specific metrics, such as sales generated or funds raised for the cause.
- CSR: Typically involves broader reporting on the company’s social and environmental impact, often through annual sustainability reports.
Consumer Engagement
- CRM: Actively encourages consumer participation through purchases or specific actions.
- CSR: May not directly involve consumers, focusing instead on the company’s internal practices and broader societal impact.
Despite these differences, Cause Related Marketing and Corporate Social Responsibility are not mutually exclusive. In fact, many companies incorporate both strategies into their overall approach to social responsibility and marketing.
By understanding and implementing these various types of marketing strategies, businesses can create more impactful and purposeful campaigns. For a comprehensive guide on different marketing approaches, including Cause Related Marketing, check out CoSchedule’s Types of Marketing Strategies.
Importance Of Cause Related Marketing
There are several key trends are shaping the landscape of cause-related marketing:
Emphasis On Transparency And Authenticity
Today’s consumers demand transparency from brands engaging in CRM. They want to know exactly how their purchases contribute to the cause and expect clear communication about the impact of their support.
Patagonia sets a gold standard in this area. The outdoor apparel company uses CRM tools to track its environmental impact and shares detailed reports with customers about how their purchases support sustainability initiatives. This level of transparency builds trust and reinforces the brand’s commitment to its cause.
Integrate Across Channels
Implement your CRM campaigns across various marketing channels, including social media, email marketing, in-store promotions, and advertising. Consistent messaging across platforms ensures maximum visibility and impact. Utilize tools like CoSchedule’s Social Calendar to plan, create, and schedule content across multiple platforms efficiently.
Leverage Storytelling
Use storytelling to emotionally connect with your audience. Share stories of individuals or communities who have benefited from the cause you’re supporting. This approach humanizes your brand and makes the impact of your CRM efforts more tangible and relatable.
Monitor And Measure Impact
Regularly track and measure the impact of your CRM campaigns. Use metrics such as funds raised, consumer participation rates, and social media engagement. Evaluating the impact can help in refining future campaigns for greater effectiveness. Tools like CoSchedule’s Marketing Suite can help you track and analyze the performance of your CRM initiatives across various channels.
5 Inspiring Examples of Cause-Related Marketing Campaigns
Dove’s “Real Beauty” Campaign
Launched in 2004, Dove’s “Real Beauty” campaign aimed to challenge beauty stereotypes and promote body positivity. The campaign featured women of diverse body types, ages, and ethnicities in their advertising, moving away from the idealized images typically seen in beauty product marketing. Dove also initiated educational programs and self-esteem workshops as part of this long-term initiative.
Impact And Results
- Sales increased from $2.5 billion to $4 billion in the first ten years of the campaign
- The campaign reached over 35 million young people with self-esteem education
- Dove became a thought leader in the body positivity movement
- The campaign sparked global conversations about beauty standards and representation in media
By aligning its brand with a social cause, Dove not only boosted sales but also contributed to a significant shift in cultural attitudes.
Patagonia’s Environmental Activism
Patagonia, the outdoor clothing and gear company, has made environmental activism a core part of its brand identity. Their ongoing campaign includes donating 1% of sales to environmental causes, encouraging customers to repair rather than replace products, and actively advocating for environmental protection. In 2011, they famously ran a Black Friday ad titled “Don’t Buy This Jacket,” urging consumers to consider the environmental cost of their purchases.
Impact And Results
- Donated over $140 million to environmental causes since the program’s inception
- Significantly increased brand loyalty among environmentally conscious consumers
- Influenced industry practices, encouraging other companies to adopt more sustainable approaches
Patagonia’s success shows that long-term commitment to a cause can become a powerful brand differentiator.
Ben & Jerry’s Climate Justice Campaign
Ben & Jerry’s, known for its socially conscious approach, launched a climate justice campaign to raise awareness about climate change and advocate for policy changes. The campaign includes creating climate change-themed ice cream flavors, partnering with environmental organizations, and using their platform to educate consumers about climate issues. They’ve also committed to reducing their own carbon footprint and transitioning to 100% clean energy in their U.S. operations.
Impact And Results
- Increased public conversation about climate issues, reaching millions through social media and product packaging
- Supported climate justice organizations through partnerships and financial contributions
- Reduced the company’s carbon footprint by 40% between 2002 and 2018
- Strengthened Ben & Jerry’s brand image as a leader in corporate social responsibility
This campaign demonstrates how companies can use their products and platforms to advocate for important causes while enhancing their brand reputation.
M&S & Macmillan’s Coffee Morning
Marks & Spencer (M&S) partnered with Macmillan Cancer Support to host the World’s Biggest Coffee Morning, an annual fundraising event. M&S sells a range of products, including cakes and coffee, with a portion of the proceeds going to Macmillan. The company also encourages its employees and customers to host their own coffee mornings to raise additional funds.
Impact And Results
- As of 2022, the campaign marked its 13th year, raising substantial funds for cancer support
- In 2021 alone, M&S raised £3 million for Macmillan despite pandemic restrictions
- Increased awareness about cancer support services among M&S customers and employees
- Strengthened M&S’s reputation as a socially responsible retailer
This long-standing partnership showcases how retail businesses can effectively integrate cause-related marketing into their operations.
LEGO & WWF Arctic Campaign
LEGO partnered with the World Wildlife Fund (WWF) to raise awareness about Arctic conservation. The campaign included creating Arctic-themed LEGO sets, educational materials about Arctic wildlife, and a commitment to improve LEGO’s environmental practices. LEGO also pledged to find more sustainable materials for its products and reduce its carbon footprint.
Impact And Results
- Increased public awareness of Arctic conservation issues, especially among children
- Raised funds for WWF’s conservation efforts through the sale of Arctic-themed sets
- LEGO committed to 100% renewable energy capacity by 2020, which they achieved ahead of schedule
- The campaign inspired LEGO to invest in sustainable materials research, leading to the creation of plant-based LEGO elements
This campaign demonstrates how companies can use their products to educate consumers and drive positive environmental change.
Benefits Of Cause Related Marketing
Build Trust And Credibility
Cause-related marketing is a powerful tool for building trust and credibility with consumers. When brands align themselves with meaningful social causes, they demonstrate a commitment to values that resonate with their target audience. This alignment fosters a sense of authenticity and transparency, which are crucial elements in establishing trust.
Differentiation From Competitors
In today’s competitive marketplace, cause-related marketing can be a key differentiator for brands. By aligning with specific causes, companies can set themselves apart from competitors and create a unique brand identity. This differentiation is particularly effective when the chosen cause aligns closely with the brand’s values and resonates with its target audience.
To further enhance your brand’s unique voice and differentiation strategy, explore our guide on Brand Voice.
Increased Customer Loyalty And Engagement
Higher Customer Retention Rates
Engaging in social causes can significantly impact customer retention rates. When customers feel that their purchases contribute to a greater good, they are more likely to remain loyal to the brand. This sense of purpose and contribution can outweigh other factors such as price or convenience, leading to long-term customer relationships.
To maximize the impact of cause-related marketing on customer retention, it’s crucial to integrate these initiatives into your overall customer relationship management strategy. Learn more about developing an effective approach in our guide on Customer Relationship Management Strategy.
Positive Impact On Sales And Market Share
Boosting Sales Through Cause-Related Promotions
Well-executed cause-related promotions can lead to significant boosts in sales. When customers know that their purchase will contribute to a worthy cause, it can provide the extra motivation needed to choose one brand over another or to make a purchase they might otherwise have delayed.
An example of this is the American Express campaign to restore the Statue of Liberty. By pledging to donate a cent to the restoration fund for every American Express card transaction, the company saw a big increase in card usage and new card applications.
For more insights on developing effective marketing strategies, including cause-related promotions, explore our comprehensive guide on Marketing Strategy.
Improved Employee Morale And Retention
Attracting Talent Interested In Social Causes
Companies known for their commitment to social causes often become magnets for top talent, particularly among younger generations who prioritize working for organizations that align with their values. This can give businesses a competitive edge in recruiting and retaining skilled professionals who are passionate about making a difference.
Strengthened Community Relations
Build Partnerships With Local Organizations
Cause-related marketing often involves partnering with local organizations, which can significantly strengthen a brand’s ties to the community. These partnerships can lead to mutually beneficial relationships, enhancing the brand’s local presence while providing valuable support to community initiatives.
Chili’s Grill & Bar’s partnership with St. Jude Children’s Research Hospital through their annual “Create-A-Pepper” campaign is an excellent example of how a brand can build strong community relations while supporting a worthy cause.
Positive Local And Global Impact
Effective cause-related marketing can have a positive impact on both local and global communities. By channeling resources and attention to important social issues, brands can contribute to meaningful change while simultaneously enhancing their reputation and customer loyalty.
