Cause Marketing – Win Win for Nonprofits and Businesses
Wikipedia defines it as a “type of marketing that involves the cooperative efforts of a “for-profit” business and a non-profit organization for mutual benefit.”
An example of cause marketing that you probably know of is Yoplait’s “Save Lids to Save Lives” campaign partnership in support of Susan G. Komen for the Cure. The company packages specific products with a pink cap that consumers return, and Yoplait in turn donates 10 cents for each cap.
Today’s consumers demand more than a quality product or a funny 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 generate loyalty with the communities in which they do business.
All of this translates into increased purchases and brand loyalty, as well as increased revenue, increased media exposure, positive PR, better customer relations, and additional marketing opportunities.
Jay Grossman, DDS (no relation), a successful practicing dentist in West Los Angeles, created a great example of cause marketing. Dr. Grossman launched a non-profit organization called Homeless Not Toothless (HNT). Jay was tired of just giving money to the homeless and destitute. So he offered to fix their teeth for free.
Jay expanded his organization to help build dental clinics for Los Angeles’ foster children. The first clinic is weeks away from opening in El Monte.
Due to his commitment to helping others combined with an effective public relations campaign, Dr. Grossman has propelled 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.
I believe that because of Jay’s philanthropic efforts, he has enjoyed both contributing to society and growing his practice even in this down economy.
Learn more about homelessness, not toothlessness
You can also watch a 5 minute video about Jay and Homeless Not Toothless (produced by me :-))
Share your thoughts on cause marketing. If you have a great case study you’d like to share on this blog, please submit it to me for review.
We can all make a difference and, at the same time, enjoy the fruits of our labor.
