Cause Related Marketing: April 2008 Archives

Amey Stone on 'WalletPop' has an interesting post about the Kiva card. She points out that it is unique as a cause related marketing effort specifically for small businesses. She quotes, "There is a huge opportunity here for small businesses to gain market share and take on the big boys in whatever sector they are working in through smart cause marketing efforts..." She highlights a few tips on how small companies can benefit from cause marketing:

• Don't just support your own pet cause.
• Do it in a way that will provide real benefit to a cause
• Don't think that you can charge more.
• Start small. 

Full Post Here

I was looking for some stats about how much small businesses contribute to charitable causes and I was surprised at how little information I could find...small businesses are generally not included as a category in charitable giving research. What I did find was pretty cool. 

A 2002 survey commissioned by the BBB Wise Giving Alliance revealed that more than 91 percent of small businesses in the U.S. support charitable organizations.  While 85 percent of those surveyed had donated money, small business giving is not confined to writing checks. Nearly two-thirds (63 percent) of small business owners/managers had supported charities through in-kind contributions of products or services. Additionally, eighty-five percent of the small businesses indicated that they had supported charities by participating in one or more fundraising or promotional events. Click here for the press release about the research.

Corporate social responsibility (CSR) and cause related marketing (CRM) are more than buzz words today. All things being equal, most consumers would rather do business with a company 'that stands for something beyond profits.'

Obviously, many small business owners and entrepreneurs support causes that are important to them. However, too many keep their activities to themselves and don't recognize the value in sharing their involvement with their customers.

"Embracing a cause makes good business sense." The KivaB4B program provides one easy option, but any little effort to promote your good work can go a long way. Here are the top 5 reasons to promote your worthy causes:

1. It makes you memorable. There's so much competing for everyone's attention. Your unique commitment to something worthy makes you stand out in your customers' minds (and hearts).
2. It works. Big businesses have been building cause related marketing campaigns for years.
3. It helps integrate different aspects of your life. Bringing worthy causes into the business sphere of your life helps break down some of the artificial barriers between "work and life."
4. It provides opportunities for media coverage. With a little effort, you may be able to share what you're doing with local media. They're always looking for interesting stories!
5. It makes you feel good. You have a way to put more energy into something important in your life.