Corporate Cause Marketing: Finding the right fit and getting involved

By Jennifer Little, Senior Vice President, Dallas


During the holiday season we were surrounded by messages to give back. Angel trees, coin collecting, toy drives and food donations – all very worthy projects and causes. Also, during the holidays many people find themselves reflecting on the year and what they have done to give back.

For corporations, there is increased pressure and expectations on giving back as evident in Edelman’s 4th annual goodpurpose study of consumers’ attitudes on social purpose. Nearly 62 percent of survey respondents feel it is no longer enough for corporations to simply give money away to good causes, but that they also need to integrate them into their day-to-day business.

Consumers are personally getting more involved in causes (56 percent of survey respondents are involved in a good cause and one-third said they are more involved than a year ago) and will put their money where their mouth is to support and recommend companies that do the same. I’d call that pressure. But what does it mean?

Carol Cone, managing director of Brand & Corporate Citizenship at Edelman explains it well, “It is no longer enough to slap a ribbon on a product. It must be authentic, long-term and participatory. Americans are seeking deeper involvement in social issues and expect brands and companies to provide various means of engagement. We call this rise of the ‘citizen consumer.’”

Carol, who joined Edelman earlier this year, is heralded as the “mother of cause marketing.” She’s developed leading cause programs for both corporations and nonprofit organizations and recently co-authored the book “Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results.” Carol gave recommendations on achieving cause marketing success in a recent chat with USA Today:

• Create a cross-functional team to start the process, involving folks at human resources, product development and the chief executive office
• Involve employees at every level, including early entry employees
• Analyze what you’ve done in the past
• Understand the values, mission and what’s the purpose of the company, and make sure they align with the cause
• Understand the consumer: Where are they at in their lifestage?

The challenge for companies in 2011 should be to take a hard look at their cause programs and evaluate if the right program is in place for the company and customers. For brands that don’t have a visible and engaging program, it’s time to step up and add “purpose” to the marketing mix. Consumers expect it. They expect that brands will promote good causes through advertising to raise awareness. They expect that brands will donate a portion of their profits to support a good cause. And in return, these consumers pledge loyalty to the brands that do so.

The first step is accepting that it’s good for business. We know it is. Then, it must be woven into the fabric of the organization and treated with the same importance as a product launch.

As a consumer, I’m very mindful of the ways companies are giving back or asking me for contributions. As a marketer, it’s exciting to help a brand find its way to a successful cause program that is mutually beneficial. Let’s hope that 2011 brings more attention to doing this right.

For more information on Edelman’s goodpurpose survey, visit http://www.goodpurposecommunity.com/.