Cause marketing has changed consumers' buying habits

By Kathleen Gage

The first time I was involved in cause marketing was nearly 50 years ago. I belonged to a teen

group whose primary purpose was to do good works in our community.

Over the years, I’ve done my fair share of cause marketing; everything

from raising funds for animal rescue, elderly causes, AIDS fundraisers,

and much more.

Many nonprofits rely heavily on cause marketing for their funding.

According to one definition on Wikipedia, “Cause marketing or cause-

related marketing refers to a type of marketing involving the cooperative efforts of a for-profit

business and a non-profit organization for mutual benefit. The term is sometimes used more

broadly and generally to refer to any type of marketing effort for social and other charitable

causes, including in-house marketing efforts by non-profit organizations. Cause marketing

differs from corporate giving (philanthropy), as the latter generally involves a specific donation

that is tax-deductible, while cause marketing is a marketing relationship not necessarily based

on a donation.”

Cause-related marketing is big business for non-profits and their business partners. Trends

indicate that cause marketing is on the rise.

With social media being what it is today, consumers have a much greater choice in where their

dollars go. Whether it be a socially conscious restaurant that donates to educational programs,

a garden nursery that uses only organic fertilizer in which a portion of sales are put back into

programs to support community based farm programs, or solo entrepreneurs who funnel a

portion of their proceeds into animal rescue or child trafficking reform programs, cause

marketing happens in every industry imaginable.

The reality is, the way we do business has changed. Granted, not everyone has gotten on the

cause marketing bandwagon, but as people become aware of just how powerful their buying

and donation decisions are, all indications are massive change is on the way.

“In this new era of social responsibility, what you don't do can cost you. "Cause marketing" is

now the norm, and customers who visit your website and see your advertising want to know

that you share their desire to make the world a better place by supporting an important cause.”

writes Kim T. Gordon, owner of National Marketing Federation and is a multifaceted marketing

expert, speaker, author and media spokesperson.

The bottom line is this; contributing and serving charitable causes is not only a great way to give

back, it can actually become a deciding factor when customers and clients choose where to

spend their dollars.

One recent project I started is Hoofing it For Horses and Dogs. The idea for this started with

one simple conversation after a breakout session I facilitated at a recent conference. Most

cause marketing campaigns start with a simple conversation.

About Kathleen Gage

Although Kathleen Gage is best known for her no nonsense approach to life and business, when she’s not working with clients, creating information products, writing books or speaking on the platform, Kathleen can be found training for a marathon, walking her dogs, working in her many flower gardens, feeding her horses or playing a fierce game of cards.