In discussing Marketing Lessons from the Grateful Dead recently, we mentioned the band’s continued support of community causes. (See David Meerman Scott’s post: “Give Back to your Community” and our post “Some marketing lessons from The Grateful Dead”.)
Support of a cause that fits well with your brand, that aligns to the interests of your target customers, and is close to your heart, has several benefits.
It helps you better engage with your customers, is motivational for your employees and differentiates your brand from competitors.
It’s not only good for your brand but adds to your community too. However, like all marketing strategies, commitment is required to realise objectives. So, if you’re seeking to integrate a cause in your marketing activities – here are some which you might find inspirational:
- LOVE 146
PR Warrior, Trevor Young highlighted LOVE 146 – a cause focused on ending child sex slavery and exploitation. It’s a powerful example of communicating the story behind your brand – and how, as Trevor says – linking to a cause adds humanity. Here is Trevor’s post: How LOVE 146 Uses Stories to Rally A Movement behind its cause
In December 2008, Danny Brown and several friends started the 12for12K project. They’ve since raised more than $100K for thirteen different projects and used social media as the key communications tool. A new phase of activity for 12for12K is about to commence. Read more here: Caring Across Continents – 12for12K, and our previous posts about Danny and the project: Social Media for Good – Businesses Making a Difference and More on Non Profits Use of Social Media
- Visible People
Never one to rest idle on these matters, and with his own heart as big as Texas (or Australia!) Danny also drew attention this week to Invisible People- a site which shares some stories of the homeless permitting a greater insight beyond the ‘stereotypical image’. You can read Danny’s post here: ”Making Homelessness Visible Through Social Media.”
Here are a couple of Australian examples:
- NAB & The Ovarian Cancer Research Foundation (OCRF)
As the Founding Partner of the OCRF since 2001, NAB continues to raise funds and community awareness about Ovarian Cancer through its branches and local communities, and has raised over $3.2 million dollars. Read more here: Ovarian Cancer Research Foundation & NAB
- The McGrath Foundation
The McGrath Foundation raises money to place McGrath Breast Care Nurses in communities across Australia, as well as increasing breast awareness in young Australian women. The following link lists some of their extensive corporate support. Clicking on their icons will detail the ways in which the corporation has linked with the cause. Corporate Friends and the McGrath Foundation
So, what is your cause? How will you market with heart?
Update: On a personal note, here is a video testimonial of the Birthing Kit 2010 Assembly Day that our Zonta group recently undertook. (Music commences approximately ten seconds into clip.)