Marketing with a heart (Co-branding with a charity)

We hear a lot about email marketing, word-of-mouth marketing, social media marketing and so forth. And, yes, those are all good (and necessary), but there’s another form of marketing that often goes unmentioned—and it’s one that comes from the heart: cause marketing. This old, but underused, marketing method can help raise the bar and take your combined efforts to a new level by partnering with a non-profit.

Show current and potential customers what you stand for, what you believe in and what you support to make the world a better place. It matters. A lot. According to a Cone Cause Evolution Survey, 89 percent of customers will switch brands to support a cause they care about.

Build your campaign with these steps:

• Think with your heart. Figure out what matters most to you (education, environment, animal welfare, health-related issues, etc.).
• Make it fit. Consider how your cause can align with your business. If you sell leather goods, an animal rights cause may not be well-suited for you, as it could create backlash or controversy.
• Spread the goodness. Promote your cause through various marketing channels.
• Give a little, get a lot: Offer to make donations to your cause with certain purchases.

And remember, unlike philanthropic gifts, these mutually beneficial relationships between non-profits and businesses are meant to grow your brand, increase sales and give back to something you care about. Choose wisely.