Partner with A Good Cause
One of the biggest marketing trends today is incorporating a good cause into your overall marketing and public relations strategy. In general, this is a positive way that successful companies can make a big impact for a non-profit organization while at the same time increasing awareness of their own brands and creating a positive public image. Here are a few steps to developing a cause marketing program for your business.
Choose the Right Charity
Thousands of causes and charities exist today, and all of them need capital to run programs and provide services. Take some time to select the right non-profit, and plan on developing a long-term partnership that can benefit both organizations. Think about what charity is most compatible with your business’ core values and overall mission. Consider the profile of not only your employees but your customers and suppliers as well when picking a cause.
Get Beyond the Checkbook
Cause marketing is not about making a one-time donation with a large, poster board check and smiling faces. That might be a nice photo opportunity but will have little long-term impact. True cause marketing is about building a long-term relationship and integrating the charity into multiple aspects of a business. For instance, if the selected charity is about helping needy children, perhaps employee teams can work alongside these children on specific projects, donate a percentage of profits to support the organization, and train and hire these children as they grow up.
Spread the Word
Once you have selected a charity and created programs or promotions to support the non-profit, you’ll want to share what you’re doing. Publish stories of the relationship on your labels or collateral, on your website and social media accounts, with media relations efforts and special events. Ideally, these promotions are not chest-pounding, look-at-me blurbs but an actual story of how your business is making a difference in the lives of others. Be creative about how you tell the story. Use photos and video clips to generate loyalty and awareness of the impact your company is making.
Be Authentic and Real
Nothing will kill a cause marketing campaign faster than one that looks like it’s all about generating publicity and money for the company. If you’re seen as using a charity for your own purposes, your cause marketing campaign can quickly backfire and generate negative publicity instead of positive. Be sure that you select a charity or cause that’s truly close to the hearts of those involved and that the efforts to support the non-profit’s work and goals are real and genuine.
If you’re looking for cause marketing ideas as part of a Las Vegas public relations strategy, we’d love to hear from you. GYC Vegas, a PR company in Las Vegas, has experience with multiple cause marketing programs in a wide variety of industries including hospitality, tourism, gaming, food & beverage, entertainment, retail, non-profit and technology.