Maintaining credibility in cause-related marketing…

Connecting a brand to a cause is a good way to build brand awareness and mindshare. Companies have been experimenting with offering charitable donations in exchange for assisting companies in viral campaigns. For instance, Target recently ran a campaign allowing its Facebook fans to vote from a list of 10 charities to determine which one received Target’s 3 million dollar donation. This is an excellent integration of marketing, media, and mindshare. This seems to be a win-win situation, which I always love, as Target is increasing its brand awareness and a charity is getting a sizeable donation from the company. Developing a long-term strategy to manage charitable giving and cause-related marketing is essential to maintain credibility and not be seen as using a cause for pure profit. To keep good-will flowing with target consumers and for cause-related marketing to be an effective strategy for both the company and the charity a commitment needs to be formed early and a long-term strategy developed. To do this, form a true partnership with the charity and discuss how to best help them. The charity may need more than just cash donations and this is where companies can show they are in it for more than just a quick promotional activity. Also keep timely updates and let people know the successes and challenges experienced with the cause. Constant updates and complete transparency will pay huge dividends in battling skeptical eyes of consumers. Commit to it, keep it timely, and keep it real and your brand will benefit.

For more information on cause-related marketing read “Cause Marketing Meets Social Media” by Brian Morrissey at: