Doing good has always been a priority for companies, but it took on a name (cause marketing) back in the 1980’s thanks to American Express.
Gaining momentum in the 90’s particularly with cancer related campaigns, big businesses became concerned with connecting causes with consumers in ways that would allow them to give back to communities and sell more and be good corporate stewards. And of course, research companies asked consumers if they would buy products that supported a cause and consumers overwhelmingly said yes, so more businesses waded in.
Whether short or long term, a real connection tied to company values or a logo slap with a donation, cause marketing takes many forms and consumers engage on very different levels. In fact, over the course of our careers, our principals have been engaged in creating and managing a variety of cause marketing campaigns including the long running Produce for Kids program that has raised over $4million for children’s charities and Take A Bite Out of Hunger which donates fresh apples to food banks around the U.S.
I’m always a marketing professional inspired by great ideas, but I’m a consumer first. Last night I was immediately drawn to the following commercial from Dairy Queen for their #MiracleTreatDay. I was immediately drawn not just to the great idea, but to the emotion of this campaign. It was both heartbreaking to think of sick kids – but more importantly uplifting to see their smiles as they got ice cream! What a simple and rewarding experience for kids that can’t leave the hospital and enjoy the simple pleasures we take for granted each day. I turned to my husband and said, we’re going to Dairy Queen tomorrow.
Cause marketing campaigns connect best when they are simple. The message is clear, consumers understand how their purchase helps and it makes sense with your company values. Kudos Dairy Queen – you’ve delivered a great miracle today to Children’s Miracle Network hospitals and all the children and families they serve.
If you’re wondering how cause marketing can help your business or need help crafting a campaign that makes sense contact us today for a cause marketing consultation.
