Cause Marketing – Win Win for Nonprofits and Businesses

Website design By BotEap.comWikipedia defines it as a “type of marketing that involves the cooperative efforts of a” for-profit “company and a non-profit organization for mutual benefit.”

Website design By BotEap.comAn example of cause marketing that you are probably familiar with is Yoplait’s “Save Lids to Save Lives” campaign partnership in support of Susan G. Komen for the Cure. The company packs specific products with a pink cap that consumers hand out, and in turn, Yoplait donates 10 cents for each cap.

Website design By BotEap.comToday’s consumers demand more than a quality product or a fun commercial – they want to buy brands that resonate with their values. That is why it is important for companies to differentiate themselves from other companies that build loyalty with the communities in which they do business.

Website design By BotEap.comAll of this translates to increased purchases and brand loyalty, as well as additional revenue, increased media exposure, positive public relations, better customer relationships, and additional marketing opportunities.

Website design By BotEap.comA great example of cause marketing was created by Jay Grossman, DDS (no relation), a successful practicing dentist in West Los Angeles. Dr. Grossman launched a non-profit organization called Homeless Not Toothless (HNT). Jay was tired of giving money to the destitute and homeless. So he offered to fix their teeth for free.

Website design By BotEap.comJay expanded his organization to help build dental clinics for Los Angeles foster children. The first clinic is weeks away from opening in El Monte.

Website design By BotEap.comDue to his commitment to helping others, combined with an effective public relations campaign, Dr. Grossman has boosted his own practice dramatically. He recently held a fundraiser to help raise money for the clinic in El Monte. The evening was a star-studded night attended by Sharon Stone and Larry King, just to name a few.

Website design By BotEap.comI believe that thanks to Jay’s philanthropic efforts, he has enjoyed contributing to society and growing his practice even in this recessionary economy.

Website design By BotEap.comLearn more about Homeless Not Toothless

Website design By BotEap.comYou can also watch a 5 minute video on Jay and Homeless Not Toothless (produced by me :-))

Website design By BotEap.comShare your thoughts on cause marketing. If you have a great case study that you are willing to share on this blog, please submit it for me to review.

Website design By BotEap.comWe can all make a difference and, at the same time, enjoy the fruits of our work.