Cause Related Marketing

A guide to charity cause related marketing, including defining what cause related marketing is, how to find and engage companies that support charities, Commercial Participation Agreements and examples of the 65 charity cause related marketing companies on Help Finder.

Cause Related Marketing Definition

Cause related marketing is defined as a strategic collaboration between charities and businesses. It aims to promote a brand, product, or service while simultaneously supporting a social cause. As a charity, engaging in cause related marketing can be a powerful way to raise funds, increase visibility, and create positive impact.

What a Charity Can Offer a Company

There are many advantages to using cause-related marketing to promote a good cause and increase a brand's visibility. It's a simple way to give back to a local community and support a good cause while enjoying the positive publicity this brings. It's also an effective way to build strong relationships with a new audience.

Exercise corporate social responsibility. Creating an effective cause-related marketing campaign is a simple way to fulfil a companies CSR responsibility, which is the responsibility to be socially accountable and have a positive impact on the society around them.

Improve corporate image. Working with a charity to promote awareness of a good cause improves the image of a company in the eyes of both customers and professionals. It demonstrates dedication to social responsibility and indicates that they take ethics seriously. Not only does this make customers think more positively of the brand, but it might also help to attract talent who think the company is a positive place to work.

Build a relationship with a new community. By partnering with a charity to raise awareness for a specific cause, a business builds relationships with a whole new community of potential customers because the company's marketing campaign allows it to connect with everyone who follows the chosen charity. They're much more likely to shop with the business or purchase its products in the future if they associate it with their favourite charity.

Boost employee morale. Taking part in marketing campaigns for good causes also boosts employee morale and satisfaction. Most people want to work for organisations that are socially good or benefit society. By partnering with charities to support good causes, it's possible to make a company a more attractive place to work and boost the morale and performance of existing employees.

Build brand loyalty. Working with a charitable cause may also help a company to engender brand loyalty in customers. Customers who feel positively about a brand, which includes trusting the brand's ethics and motivations, are more likely to display brand loyalty and purchase multiple products and services. Working for a good cause may help companies to maximise profits from returning customers and minimise customer loss.

Managing Risk

Due Diligence. As with any partnership, you should undertake appropriate due diligence. Here's our guide to charity due diligence and the other for fundraising due diligence.

Virtue Signalling. Virtue signalling, including 'green washing', are when companies make exaggerated or even false claims about their commitment to some form of ethical working. Look to see what underpins any ethical commitments in terms of specific action, funding commitment and/or evidence of delivery or impact. Also look back to see if the company has consistently committed to a course of action for a period of time, which it followed through on and to see if there has been any media criticism or controversies.

Conflict of Interest. Ensure that you identify any possible, perceived or actual conflicts of interest and deal with these. If a conflict of interest might result in personal benefit to a trustee, your governing document must contain provision for this and you will wish to check if you require the approval of your charity regulator.

Cause Related Marketing Roles - Charity & Company

Company Role:

Companies have more money and resources which can make the campaign larger and more successful.
They often have a lot of customers and can use this to raise awareness.
They know how to sell products and get people interested and can apply this to help get your cause out there.

Charity Role:

You bring your cause to the partnership - you know what needs to be done to make a difference.
People trust charities because they work for good causes, which helps to build trust and make the campaign more effective.
Your people bring enthusiasm and passion that can help to inspire and motivate not only the company's customers and potential new customers but also their staff too.