Cause marketing: Connecting business and good deeds

More and more companies are looking to link their business activities with the support of socially beneficial projects. This approach, known as cause marketing, allows companies to not only contribute to solving important social or environmental problems, but also to strengthen their brand and gain customer trust.

What is cause marketing?

Cause marketing is a strategy in which commercial businesses partner with non-profit organisations or support a particular social cause to achieve mutual benefit. A typical example is when a company promises to donate a portion of the profits from the sale of a particular product to a charitable cause. This not only supports a good cause but also increases its attractiveness to customers, who increasingly prefer companies with a positive social impact.

Examples of successful cause marketing

One of the earliest examples of cause marketing was American Express' 1983 campaign to reconstruct the Statue of Liberty. For every payment made with an American Express credit card, the company donated 1 cent and for every new card application, $1 to the restoration of this icon. The result was not only raising needed funds, but also a 45% increase in new card applications and a 28% increase in card usage. 

In the Czech Republic, cause marketing is gradually becoming an important tool for corporate social responsibility. For example, the campaign "Employee with a learning disability? Try it!" of the civic association Máme otevřeno? helps people with intellectual disabilities find and keep a job. This campaign was communicated through TV spots, magazines, radio and websites, reaching the general public and employers. 

Benefits of cause marketing for companies

• Reputation enhancement: Engaging in socially beneficial activities increases credibility and positive public perception of the company.
• Increased customer loyalty: Consumers are more inclined to support companies that share their values and are committed to solving societal problems.
• Differentiation from competitors: Cause marketing allows companies to differentiate themselves in the marketplace and offer added value to customers.

Key success factors

To achieve success in cause marketing, it is essential to.

• Authenticity: Activities should be based on the company's genuine interest in the issue and be aligned with its values.
• Transparency: Open communication about the goals, progress and results of the campaign builds public trust.
• Long-term commitment: One-time actions have less impact than long-term partnerships and continuous support for a chosen cause.

Conclusion

Cause marketing is an effective way for companies to combine their business goals with support for socially beneficial activities. Properly implemented, cause marketing not only contributes to solving important problems, but also strengthens the brand, increases customer loyalty, and differentiates the company from competitors. At a time when consumers are increasingly considering corporate social responsibility, cause marketing is becoming a key element of a successful business strategy.