When you partner your event with a good cause, you’re doing good for the community. A side benefit of this partnership is increased brand awareness and access to new customer bases.
In this article, we’ll explore cause-related marketing, how it’s of mutual benefit to events and nonprofit organizations, and how to make the most of the partnership. We’ll also look at what to consider when choosing a charity and discuss how events can develop meaningful engagement around their cause.
What Is Cause Marketing?
Cause-related marketing is when a business or event teams up with a nonprofit organization to promote each other’s causes. It allows businesses to build public goodwill and brand loyalty by demonstrating their commitment to social issues.
A study conducted by Edelman found that “64% of global consumers will choose, switch, avoid, or boycott a brand based on where it stands on the political or social issues they care about.”
Additionally, “eighty-three percent of Millennials say it’s important for the companies they buy from to align with their beliefs and values.” (via 5WPR’s 2020 Consumer Culture Report.).
Young people aren’t the only ones who respond to brands that are associated with a worthy cause. Older generations do, too.
In other words, whoever your target audience is, demonstrating that your brand cares about the local and global community is important. However, note that Gen Z takes a brand’s connection with a cause very seriously. States Hubspot’s article Marketing to Gen Z: How to Get It Right in 2023, “According to data from Forrester’s Technographics, almost a third of Gen Z say that they unfollow, hide, or block brands on social media on a weekly basis. The reason? ‘Gen Zers don’t hesitate to cancel brands when they sense a shallow veneer.'”
How Events Can Benefit From Cause Marketing
A purposeful connection.
Factors to Consider When Choosing Your Charity Partner
Make sure it aligns with your values & goals.
Set clear objectives.
Emphasize your cause.
Provide value to all.
Promote the event.
Social media is only part of the event promotion equation! Ask your nonprofit partner to email supporters about the event, and create an email campaign to send to your own list. Print posters, flyers, and postcards with QR codes that direct people to your event ticket sales site. Send out press releases to local media outlets to build awareness and interest in your event. Use vendor relationships to cross-promote the event, including having vendors host booths and provide sample products at the event. Finally, don’t forget word of mouth! Ask friends and family to spread the word and encourage them to invite their own contacts.