American Express is credited with the first cause-related marketing campaign to raise money for the Statue of Liberty’s restoration in 1983. Since that time, cause-related marketing has gained traction. Why? Because when executed well, cause-related marketing becomes a mutually beneficial partnership between a business and a nonprofit, enhancing the organization’s sales and the nonprofit’s cause.
If your organization has decided to partner with a nonprofit to make a positive social impact — and I hope you have — you’re likely trying to answer a few key questions. What nonprofit is the best fit? Why? How do you maximize the partnership and incorporate it into your business model?
Cause-related marketing works best when there is synergy between the nonprofit and the company or brand. When an Illinois-based crop risk management firm was considering a strategic partnership, like most businesses, they wanted a partnership that resonated with their business, but struggled to narrow their list of potential nonprofit partners.
“We wanted to connect with an ag related group, but we wanted to do more than just write a check. We wanted the partnership to be authentic, to mean something to our brand and to our people,” says Cy Monley, Silveus Financial founder and managing principal. We’ve worked with ROOT3 on our marketing strategy for a number of years and they introduced us to the Illinois FFA. We identified a need for crop marketing curriculum and worked with instructors to develop education videos that will benefit the next generation of Illinois farmers.”
Their cause-related marketing strategy gives Silveus the ability to stand out and connect with customers on a level that ensures long-term loyalty.
And for the Illinois FFA, the partnership has amplified awareness of their organization and exposed students to technology and tools that they need to succeed in today’s marketplace.
Interested in learning more about cause-related marketing? Let’s connect.