Keeping Your Cause Marketing Program Simple
The writer Henry David Thoreau advised: Simplify, simplify. As with most things in life, focus on what works in cause marketing and avoid what requires time and money but doesn’t have a return-on-investment (ROI).
For example, experience has shown that, the two most lucrative and common forms of cause marketing are point-of-sale and purchase-triggered donations. Other types of cause marketing programs are out there, but these two work well for both company and cause and raise lots of money and awareness for nonprofits.
Another way that companies and nonprofits overcomplicate their program is by spending extra money and resources printing fliers, posters, and costly die-cut pinups to support their campaign. Fliers and posters don’t work — or not enough to cover their cost — and pinups should be a simple design on an inexpensive paper stock.
The determining factor in a successful point-of-sale campaign are people — dedicated managers, motivated employees, generous customers. The key is knowing that regardless of the type of cause marketing program, people are the ingredient that make a program successful. And that’s where you want to put your time and energy.
Streamline the material part of your cause marketing program to maximize its efficiency and success. The cause, company, and customer will all benefit.