While it’s tempting to pick marketing strategy a cause and start rolling out a campaign, a well-thought-out strategy is essential. This is where the 5M ’s cause marketing framework comes in, helping you think about the foundation of your cause marketing campaign.
Motivation: Why are you doing this?
Every marketing strategy starts with a clear goal. In cause marketing, that goal must go beyond just commercial results. If you only want to quickly cash in, you will be expos. The motivation behind your campaign must be authentic: you really want to do something good. Customers recognize when a company is operating purely opportunistically.
I always say, “An antisocial company antigua and barbuda email list 19714 contact leads does not become social through cause marketing”. There are enough examples of companies that want to quickly polish their image, but in doing so damag their brand. Think of Shell that want to get a more sustainable image with CO2 compensation, but was whistl back by the Advertising Code Commission or the example of RUMAG later in this article.
It is therefore crucial to genuinely want to contribute to the charity you choose.
Match: choose the right charity
The choice of charity should be a 15 best landing page metrics for digital marketers logical fit for your brand. A sports shoe brand that focuses on health and wellness? That’s a natural fit. A tech company that partners with a digital inclusion organization? That feels right. The match between your brand and the charity should be crible to your audience and feel natural. The anhui mobile phone number list stronger the match, the more trust you build with your audience.
Are you having trouble finding a match? Start with the mission and company values and from there find a charity that aligns with these.