Cause-related Marketing,
A Strategy For Your Company's Success!
By Robbie Motter, Contacts Unlimited
Cause-related marketing is one of the fastest
growing segments in the marketing world today.
There are several reasons
for this phenomenon:
- Corporations, under ever increasing
pressure to maximize "dollar efficiency," find that they can achieve
both marketing and philanthropic objectives by positioning themselves
with the right cause related marketing opportunity.
- Nonprofit organizations faced with
increased competition for contributions, are becoming more proactive
in their use of nontraditional marketing techniques in order to
meet their financial, educational and awareness objectives.
- Traditional fundraising tools like
direct mail and telethons are not yielding as much "return on
investment" as they once did. Thus, nonprofit organizations are
being forced to seek out "alternative forms of marketing."
- Government continues to cut back on
their expenditures, including support for many of this country's
largest nonprofit organizations and their projects. Because the
needs being met by this government support are not going away,
more and more pressure will be placed upon the corporate and public
sector to meet these needs.
Cause related marketing is
one of the most effective tools available to corporate America and
nonprofit organizations today. Corporations can achieve a multitude
of marketing and philanthropic objectives with one well-conceived
campaign. Nonprofit organizations with their corporate partners can
have the needed funds to complete their organization mission.
The Marriage of Commerce
and Community
Community-based nonprofit
organizations and for-profit corporations are becoming increasingly
savvy at cooperative marketing. By blending mission and message in
their approach to the marketplace, these organizations are able to
engage the consumer at the locations where they normally conduct their
financial affairs.
Traditional Marketing Applications
Work With Cause Marketing
Each of the "traditional"
marketing tools work well in the area of cause related marketing,
this includes:
- Television
- Public Relations
- Special Events
- Merchandising
- Direct Response
- Brand Positioning
- Product and Traffic Movement Promotions
Size of the Market
The nonprofit sector generates
annual revenues of approximately 319 billion dollars. Each year, great
percentages of nonprofit revenues are coming from cause-oriented programs
initiated with the support of corporate America.
CO-Branding
The cause related marketing
environment is an ideal arena for CO-branding activities.
In the last few years nonprofit
organizations have been showing more interest in placing their names
and logos in conjunction with product packaging endorsement symbols
and making royalties off the sales. One such example is the Arthritis
Foundation and the Arthritis Foundation Pain Reliever/Sleep Aid that
was marketed by McNiel Consumer Products, a division of Johnson &
Johnson.
Providing a Point of Difference
and Competitive Edge
Corporate alignment with nonprofit
groups in the development of product marketing and promotion can provide
windfalls in both organizations. These windfalls are the result of
public perceptions that they are getting more quality, as is the case
with aspirin sanctioned by the Arthritis Foundation, or that they
are doing some good for a given cause, or the community at large,
as was the case with the American Express "Charge Against Hunger"
campaign.
How Can Your Organization
Look into Cause Related Marketing?
- Review your mission statement to outline
just what your organization is doing in the community and just
whom does it support.
- Take a look at corporate America and
see what products might target your customer/client base.
- Using the Thomas Register, establish
a list of manufacturers that you can contact who want to expand
their customer base. Present the idea of a joint positioning opportunity
for both your nonprofit organization, and their company to help
them achieve both their marketing and philanthropic objectives.
- Using the National Trade and Professional
Associations Directory of the United States, align your organization
with Trade and Professional organizations for endorsements, being
part of their fundraising opportunities.
- If you are a medical related organization
like: i.e., Aids related organizations, look at what products
are being used on the marketplace to treat these ailments and
make contact with those companies. Research what drug companies
have products out, what type of equipment is used in hospitals,
etc.
- When you read articles of people sponsoring
benefits or donating funds, or who have an interest in the type
of service you provide, tear the article out and start setting
up a contact base of people to talk to. These individuals can
be a big help to you and most likely may have an idea of companies
and/or individuals that you can contact that might have an interest
in working in partnership with you on the cause.
- Research advertising magazines to
look for products that might fit into your area. Send press releases
to these magazines asking for sponsorships and describe your need.
These magazines are read by not only all the advertising agencies
but companies all over the world as well.
The cause related marketing
environment is an ideal arena for CO-branding activities. So begin
today and reach out globally and set into motion your cause related
marketing campaign to benefit your organization.
*********
 Robbie Motter specializes in Speaking, Coaching, Public Relations and Marketing. She is an expert in the Government marketplace. She serves as the Western and Mid-Atlantic Regional coordinator for the National Association of Female Executives (NAFE) and Volunteer Founding Sponsor and volunteer Advisor of the For You Network, the Ultimate Women's Network with Heart, which is a 501 c3 organization. She serves as the Senior Vice President for American Seminar Leaders in Pasadena, CA (ASLA), and as a Coach Trainer for Coaching Firm International in Pasadena. Because she believes one needs to be healthy she also is into nutrition with a top nutrition company, http://www.integrisdream.com/targetyourhealth. She has raised a family, been active in community projects, and volunteered her time and talents to help others. She serves as a volunteer on the advisory board on the Inland Empire Women's Business Center in San Bernardino, CA, and as a volunteer Advisor for the annual Women in Business Conference put on by the Inland Empire Business Journal each year. She writes columns for the Inland Empire Business Journal and other business magazines across the country. She also serves as volunteer Vice President for the Omni Youth Music Awards. She is Vice President of Communications for the Career Builders in Crystal Cathedral in Orange Ca. Her company, Contacts Unlimited, works with firms to get government contracts and expand their markets into this large arena as well as the private sector.
Robbie can be contacted at 1-888-244-4420 or rmotter@aol.com her website is http://www.rmotter.com
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Robbie Motter
Contacts Unlimited
Corporate office:
27701 Murrieta Rd. #30
Sun City, CA 92586
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