Today I spoke with Jonny Imerman (founder of Imerman Angels) to prepare for an upcoming event that we’re speaking at together at in Chicago (“Social Media For Social Good”).  And a really interesting point came up: How many cause marketing campaigns focus FIRST on the benefit to the for-profit company with the non-profit (the cause) coming second or third?  How can you avoid the campaigns that will hurt your cause and focus on the ones that will help your cause?

Putting The “Marketing” Before The “Cause”

I have a LOT of companies ask me to connect them to nonprofits for cause marketing and social good campaigns.  Some of them are great connections.  Some of them just don’t make sense.

What many of these companies want is for the nonprofit to send an email to their (the nonprofit’s) supporters/mailing list and:

  • Ask them to change energy companies – the nonprofit will get 10% of sales
  • Ask them to come to our restaurant – the nonprofit will get $10 for every $75 spent
  • Ask them to buy our services – they’ll give the nonprofit 15% of each referral that closes a sale
  • And on.  And on.  And on.

On the surface, they’re giving to a charity.  Dig a little deeper and look at the reality: Companies that utilize tactics like those above are asking the charity to (first) sell to the charity’s supporters.  Then they’re giving a little bit of money back.  They’re marketing their for-profit products and services to a nonprofit audience…

Think about it:

  • If YOU sign up for a mailing list to support leadership for at-risk youth – do you want advertisements about your energy bill?
  • If YOU sign up to help fight Cancer – did you ask for coupons to restaurants?

Think about the nonprofits also: If they are approached by 5 companies a month – that means they would be potentially mailing their list 5 times a month about random offers.  That’s a great way to lose supporters and potential donors.  Fast.

Yes, this is a polarized viewpoint because I’m making a point…

Real Cause Marketing Means The CAUSE comes before the MARKETING

“Marketing” isn’t “Sales” – they’re closely related but they’re not the same thing.  “Marketing” is about raising awareness about a company hoping that people will take action (often this means buying a product or service).  SO: “Cause Marketing” is about raising awareness about a cause and then connecting your company to the cause (look at which word comes first in there).  When done the right way: Yes, this will lead to more business for the for profit company.  That company just needs to start with the right intentions…

Instead of the company asking the nonprofit to do the marketing, the company should pick a cause – and then integrate that cause into their (the for-profit’s) marketing.

Think about it:

  • If YOU sign up for a mailing list as part of your energy bill – would you like to know you’re supporting leadership opportunities for at-risk youth also?  When that happens – will you refer them more business and talk about them helping a nonprofit?
  • If YOU sign up for your favorite restaurant’s mailing list – would you like to know your helping to fight Cancer by going there?  When that happens – will you go to that restaurant more often and tell your friends to go there?

What’s Next?

For-Profit Companies: If you want to create a successful cause marketing campaign, put the charity first.  Tell your list about the charity, raise awareness for the charity and make connections for the charity.  Your clients and potential clients will appreciate your company more.

Non-Profits: If you want to be part of a successful cause marketing campaign – put your cause first.  Make sure that the company partnering with you is raising awareness and gaining new business by helping you first.

What nonprofit will you reach out to today?

What cause marketing campaigns are YOU a fan of?