Winning Through Cause-Related Marketing

When local freelance writer Jill Bruckner Robberts called me to discuss cause-related marketing (CRM) for a story she was writing for The Reader, it got me thinking about how CRM has become increasingly relevant today. Jill’s article, “One for One,” spotlights Blake Mycoskie, founder of TOMS Shoes. Mycoskie’s business was founded on a simple principle: For every pair of shoes he sells, he donates a pair to children in need around the world.

Mycoskie’s principle is rooted in CRM. He operates a for-profit company that is also dedicated to philanthropic (nonprofit) endeavors. Although it’s not a new idea, CRM has become more common over the years as more Americans increase their awareness of and involvement in social awareness and the need to help others. This line of thinking has also inspired corporations to consider and recognize their role as citizens in their communities and their own opportunities to “give back.”

I’ve noticed that as the economy has worsened, CRM has increased, particularly where you see nonprofit organizations teaming up with for-profit corporations. The situation is win–win for both: The nonprofit organization earns exposure and much-needed funds; the for-profit business gains positive branding and public relations, as well as a reputation as a company with a social conscience.

I see CRM at work every day. Several of Envoy’s clients are involved in charitable endeavors that enable them to help those in need. For example, Max I. Walker sponsors the Ultra Chic Prom Boutique every year, where high-school students can purchase prom dresses for $20 each, and donates all proceeds to Lydia House; Markel BMW held a silent auction art event a few months ago, which gave local artists publicity and raised money for the Susan G. Komen Foundation; and Roberts Dairy’s ABC Value Book program allows qualified nonprofit organizations to keep all of the money they raise from selling the books.

CRM is a powerful marketing tool. The most recent Cone Millennial Cause Study revealed that 61 percent of Millennials — those born between 1979 and 2001 — feel a personal responsibility toward improving the world. With 78 million members, this generation is civic-minded, and 78 percent also believe that companies have a responsibility to join them in their efforts to make the world better.

Furthermore, this same study showed that 89 percent of Americans would change their brands and buying habits from a company that doesn’t give back to one that does.

Thus, not only do we feel a responsibility ourselves to help those in need, but we also expect that others — including companies large and small — to do the same.

What’s your take on cause-related marketing? How have you seen it at work in your own community?