There are a special powers baked into cause related marketing that normal marketing lacks. The companies and customers involved in a cause are engaged and motivated. They care about something that’s important. Causes connect people that might not otherwise come together and get them to run a 5K footrace. Causes cut across economic and social barriers and create a bond.
Marketers want that bond to rub off on their brands. They want to align their brands with a cause that motivates people to take action, to do something. If a company for example, supports Habitat for Humanity it creates an opportunity to connect with people that believe in what Habitat does. They will be seen as good citizens in the community and as important, “one of us”.
As you approach local businesses for sponsorship of your youth sports club develop a theme they can get behind. Don’t assume they “get” what youth sports is all about. It could be “Building Better Kids” or supporting physical fitness. They want to be known (and appreciated) for supporting something that benefits the community.
There are numerous studies showing that consumers prefer doing business with companies and businesses that support causes and non-profit organizations.
Cause-Related Marketing continues to grow in the U.S. and the benefits to all parties can truly impact and alter lives:
- In 2012, Cause-Related Marketing will grow to over $1.73 Billion (source: ieg).
- 70% of all women cite personal relevance as the top deciding factor that influences brand preference. Women prefer brands that donate with each purchase (source: Leggett).
- According to Eyeview, online video ad personalization and relevancy resulted in a 37% lift in reported purchase intent, a 100% lift in brand favorability and a 73% lift in brand loyalty.
- In a study by CrowdScience, 41% of internet users worldwide said they are tired of irrelevant advertising.
As you gain support from advertisers and sponsors, make sure they provide a special offer, rebate or discount to your member families. Advertisers have a strong interest in creating a loyal customer base; by helping families with special offerings, they can truly make a difference in the amount of time family members spend with fundraising and away from their families. Good will all the way around!!
Active Youth Network was conceived as a cause driven company committed to helping families and clubs offset the rising costs of participation and keeping kids active. We believe that youth sports are an important factor in raising healthy, productive kids.
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