Why Cause-Marketing Makes Sense for Nonprofits

Cause-marketing. Two words that have, as of late, begun to resonate more than ever with nonprofit organizations. Almost all nonprofit organizations face the challenge of fundraising and working within a limited budget - it is the nature of the industry - but there are many opportunities for nonprofits to market themselves creatively. One option is to form a strategic partnership with a well-known company, celebrity or public figure. These partnerships tend to benefit both parties involved - companies and celebrities get credit (and publicity) for being socially conscious and nonprofits stand to gain increased exposure and significant financial contributions.

Recently, MediaPost covered the topic with an article titled Ford, Pandora Launch Cause-Marketing Effort, which highlights a new partnership between Ford and Pandora. The campaign features recording artists John Legend and Jewel, and as per the partnership, the companies have promised to make a donation to the musicians' favorite nonprofit organization for each time a consumer shares one of their songs. Initially developed to promote Sync, Ford's in-vehicle media platform, the effort provides the nonprofit organizations involved with the financial support and large-scale exposure.

The key to successful fundraising is reaching consumers, engaging them, and connecting with them. Cause-marketing is most successful, it seems, when the concept, message, medium and execution reflect a very clear understanding of the consumer's lifestyle, preferences, and perspective - this knowledge helps organizations tailor a campaign for maximum effect.

For many nonprofits, when it comes reaching consumers in an engaging way, a little creativity can go a long way.