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Small Business & Cause Related Marketing:Getting Started
The author of a new book on cause marketing for small businesses share three easy tips for getting started.
Today, more than ever, with the current economic climate small businesses and community nonprofit organizations need each other. This makes them ideal partners for a mutually beneficial cause-related marketing campaign.
But how do you, the small business person, get started with limited financial and human resources? Here are three easy tips.
1.Choose partnerships wisely by using this formula: Mission statement + personal passion + customer demographics = successful partner
Know what your product is, what tugs at your heart strings, and who your customers are. Choose accordingly. If you are an artist and are drawn to children’s organizations, perhaps you will want to work closely to raise awareness and funds for a local childrens shelter. You can go beyond the donation of money and actually involve the children in a project, such as working on a community mural that will increase public awareness for both the organization and your business.
On the other hand, if you own a health food co-op that caters to primarily vegans, an organization that promotes hunting might not be your best choice of a partner. Likewise, if you own a Christian bookstore, catering to a pro-choice organization may not help your business, no matter what your own personal views. So, remember to consider your customer’s beliefs as well as your own.
2. Be ambassadors for each other.
Be sure to know about the organization, their mission, their board, and their IRS status (i.e., Have they been designated as a nonprofit?). Whenever you get the chance, talk about the organization. If you own a business that is open to the public, have flyers available. Promote the organization (and your partnership) on your Web site and in your newsletters. Be sure that your partner extends the same courtesies to you.
3. It’s still business
It’s important to remember that, although the nonprofit you are working with is obviously a terrific organization, your partnership with them is a marketing effort, no less than an advertising campaign. If you are tracking success and results are poor, you will need to respond to it in a business-like manner. While this may sound harsh, keep in mind that if you give and give with no return, you will eventually have nothing left to give. You will be unable to help anyone then.
While it may seem daunting to begin utilizing cause-related marketing in your business, you will soon find that it becomes second nature. Not only will you increase your profits, but you will be giving back to your community through your partnerships within that community. You will quickly discover that a well implemented cause related marketing plan is truly a win-win situation!
Peggy Linial is the author of the newly released book, Marketing From the Heart: A Guide to Cause Related Marketing for the Small Business. Click here to read more about it and purchase it on Amazon.
Peggy can be reached at peggy@marketingfromtheheart.com.
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