Cause (and Effect) Marketing
Building a Perfect Relationship Between Your Business and a Nonprofit Organization
Part One
By Angie Ash, Senior Account Executive
As a fine jewelry store owner, it is likely that you have donated a piece or two of jewelry to be raffled or auctioned off at a fundraising event. While that’s a nice gesture, and one that’s certainly appreciated by the organization that requested it, some statistics released by a Cone Cause Evolution study in October of 2008 should open your eyes to the reasons why adopting a culture of philanthropy is just plain good for your business.
• 85% of Americans say they have a more positive image of a product or company when it supports a cause they care about.
• 85% feel it is acceptable for companies to involve a cause in their marketing.
• 38% have bought a product associated with a cause in the last 12 months.
Consumers also consider the following factors to be important when deciding to support a company’s cause efforts:
• 84% want to select their own cause.
• 83% say personal relevance is key.
• 80% believe the specific nonprofit associated with a campaign matters.
• 65% find emotional incentives for involvement, such as it making them feel good or alleviating guilt, important.
In a nutshell, consumers want to feel a connection to the issue and the nonprofit organization while fulfilling their personal needs. It’s important to not only let your customers know that you are giving back to your local community, but why. It is far more powerful for a customer to see you at a fundraising event, volunteering after hours, or even serving on a Board than donating a piece of jewelry. When you relay your own passion and commitment to a cause, the connection is conveyed back to your customers in ways other than merely across the counter. Consumers, more than ever, are not only asking companies “What do you stand for?” but also “What do you do?”.
Want to know more about connecting with a nonprofit? Email suits@fruchtman.com and check back next week for part two of this series. We’ll examine the tactics that your store can employ to determine the causes that mean the most to your customers.
Angie Ash is the Director of Strategic Development for RELEV8, Fruchtman Marketing’s Nonprofit Marketing Solutions division and President Elect of the Northwest Ohio Affiliate of Susan G. Komen for the Cure. Looking for an expert to comment on an article or speak on the topic of not-for-profit marketing? Email angie@fruchtman.com.
By Fruchtman on March 9, 2010 :: Filed under Think
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