Cause Marketing: 4 Ways to Connect with Customers Through Charity Partnerships


Have you ever considered implementing a unique marketing strategy? If you have a Heart for God and Heart for Business it only makes sense that your business is connected and associated with a cause. This kind of partnership should be coming from a spiritual desire to do good rather than merely to make a profit. This desire to do good can be done by partnering with a non-profit agency. Connecting your marketing efforts with a non-profit agency is a tested and tried strategy. Cause-marketing works and the numbers have proved it.

According to Cause Good, “When choosing between two brands of equal quality and price, 90% of U.S. shoppers are likely to switch to a cause branded product” (recited from 2015 Cone Communications/Ebiquity Global CSR Study) When these partnerships stem only from the desire to profit very important steps are missed and connecting with your customers rarely happens. Here are four ways to connect with your customers through charity partnerships:

Appeal to your customers sense of moral obligation
Customers are connected to cause marketing because first and foremost, business and customers are all a part of a fluid society. Customers understand business’ social responsibility to society. Customers believe businesses have a moral obligation to connect with society and think about the environment in which they are operating. When you consider these facts, do your wheels start to turn on how you can connect with your customers through charity partnerships?


Be clear on what your brand stands for
Does your brand truly have a desire to help or are you only interested in the visibility that you will gain from partnering with the institution? Is your business making this connection because you were told it was a good idea or does your desire to fulfill your moral obligation to society shine through over profits? Before choosing and researching organizations to support it’s imperative that you are clear on what your overall messaging is. You can connect to a personal story and/or the benefits of products. You need to be clear on what your mission is and be sure that you are operating from a heart centered place so your efforts don’t backfire.

Be certain that your partnership makes sense
In order for this to make sense to your customers, the partnership needs to be genuine and make sense. You can genuinely have a desire to help but if your product doesn’t logically make sense as a supportive resource to the non-profit your customers just won’t get it. If you are a jewelry designer that personal struggled with domestic violence in your past then donating a portion of your funds to your local domestic abuse shelter makes sense.

Integrate social Impact into your business model
It can be confusing for consumers to understand how your brand is truly giving back. When you integrate social impact directly into your business model it helps consumers better understand the impact that their dollars spent will have. One example is when you donate 10% of all profits directly to the charity. According to Cause Good, “Sixty-four percent of shoppers say simply giving money away isn’t enough; they want businesses to integrate social impact directly into their business models


Knowing that Customers are more attracted to businesses that have a desire to have a positive impact on society is a great reason to begin exploring your inner desires to do societal good within your business. I hope that you begin to search for ways to have an impact within your community in this strategic way.


Justina is a Pro MUA and Mindset and Success Coach. You can find her in her Facebook Group The Purposeful Pursuit to a Beautiful You.

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