Today’s consumers increasingly seek more than just quality products and services; they want to support companies that make a positive impact.
This shift has put a major emphasis on cause marketing, where businesses align with social causes and charitable initiatives. A well-structured cause marketing strategy can enhance a company’s reputation, foster customer loyalty, boost employee morale and create lasting change.
By thoughtfully integrating corporate philanthropy into your marketing efforts, your business can do well by doing good.
Let the community lead the conversation.
One of the most authentic ways to incorporate philanthropy into your marketing strategy is to let the community guide your efforts. Engaging with local employees and organizations you value allows you to understand the specific needs and challenges faced by the community. This grassroots approach ensures that your initiatives are relevant and impactful, rather than seeming like token gestures.
I have been taking this community-driven approach at my current company, Suburban Propane, since I started here in 2017. Over the last seven years, our SuburbanCares platform evolved from a localized effort supporting blood drives across the country to feeding first responders in hospitals during the pandemic. It has now grown to become a nationwide philanthropic endeavour to collaborate with and benefit local charitable organizations throughout 42 states.
Through this experience, I’ve found that collaborating with local nonprofits or community groups can help identify the most pressing issues that resonate with your target audience. For example, if your business operates in an area with high food insecurity, partnering with local food banks can directly address this need. Additionally, involving local teams in decision-making ensures that the initiatives reflect the community’s true needs and values.
This approach can build trust, boost local employee morale and ensure that your efforts will be supported and appreciated by those you aim to help.
Prioritize long-term partnerships.
Long-term relationships demonstrate a genuine commitment to a cause, which can significantly enhance your company’s image and strengthen customer and client relationships.
My company has a long-standing national partnership with a national nonprofit that allows us to connect with communities across the country for blood drives and fire safety events, while also giving us a platform to help people in need during natural disasters.
To identify causes that resonate with your full scope of employees and customers, consider surveying employees and inquiring about charities or causes they may already be affiliated with. Understanding what matters to them allows you to align your philanthropic efforts with their values, creating a deeper connection and fostering goodwill.
For instance, if a significant portion of your employee base is passionate about helping veterans, investing in care packages for deployed soldiers or volunteering opportunities at veterans’ homes can resonate strongly with them.
Build relationships with local media.
Incorporating philanthropy into your marketing strategy can amplify your brand through effective media relations.
While national media coverage can bring widespread attention, building strong relationships with local media outlets can create a more personal and impactful narrative. Local stories resonate deeply within the community and can establish a memorable and meaningful reputation for your company.
Engage with local journalists and media outlets to share your company’s philanthropic initiatives. Invite local media to attend your events to highlight how your efforts make a tangible difference in the community and involve local stakeholders in the storytelling process.
Inviting local dignitaries and politicians to your events is another great way to secure media coverage while amplifying your company’s profile. This approach provides positive publicity while organically showcasing your company’s commitment to the local area.
Moreover, local media relationships serve as building blocks for broader recognition. A strong local presence can lead to regional and eventually national attention. By consistently demonstrating a commitment to the community, your company can create a compelling narrative that resonates with a wider audience.
Boost external awareness and internal morale.
Incorporating philanthropy into your marketing strategy is not just about enhancing your company’s image, it’s about making a real difference in the community. In a world where consumers and employees alike increasingly seek out socially responsible companies, a well-executed cause marketing strategy can differentiate your brand and foster loyalty.
When employees actively participate in charitable initiatives, they contribute to meaningful causes and feel a stronger connection to their workplace. This involvement boosts morale, enhances job satisfaction and strengthens team cohesion, as colleagues unite around shared values and goals.
Additionally, engaged employees become ambassadors for the company’s brand, reflecting its commitment to giving back to the community. By encouraging employee participation in philanthropic activities, companies can amplify their positive impact and cultivate a more motivated and loyal workforce.
By letting the community lead the conversation while prioritizing long-term partnerships, and building relationships with local media, your business can create a cause marketing strategy that is both authentic and impactful. Aligning your company’s values with the needs of the community can facilitate a harmonious balance between doing well and doing good.
Ultimately, corporate philanthropy is an opportunity to build a legacy that extends beyond profits, creating a positive and lasting impact on society.
Written by Nandini Sankara, originally published on Forbes.