Tuesday, September 28, 2010

Great Things Come Out of Difficult Times

By Carolyn Maroon

A wonderful trend in recent years that was born out of tough economic times and the public’s lack of faith in big business, has been the dramatic increase of cause marketing efforts.

So many companies have effectively used cause marketing to build their brands while, at the same time, do good work … the Pepsi Refresh Project, Yoplait Save Lids to Save Lives, Box Tops for Education, Avon Breast Cancer Crusade, McDonald's and Ronald McDonald House Charities, Target and Take Charge of Education, and many more. We have come to associate strong brands with charitable giving.

These are just a few examples of how businesses and nonprofits team up in a “cause marketing campaign” where both sides benefit. The nonprofits gain national attention by associating themselves to a company that is already a big brand. Using this association in advertising creates a memorable impression by the consumers for both the charity and the business. Another advantage is that corporations have bigger budgets to invest in quality advertising, which will inevitably result in the channeling of more funds.

Additionally, embracing a cause makes good business sense. Statistics show that 83% of Americans and 94% of moms want to see more cause related marketing. Companies that commit to a worthy cause build brand loyalty with consumers. The majority of consumers prefer to do business with a company that stands for more than making a profit.

If the teaming up of businesses and charities is good for capitalism and raising awareness for worthwhile causes, I’m all for it. Statistics show that I am not alone in my view.

Carolyn Maroon is the Maroon PR Office Manager. Contact her at carolyn@maroonpr.com.

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