Take for instance, Warby Parker. Their "buy a pair of eyeglasses, give a pair of eyeglasses" not only helps them promote and sell their high fashion, low price specs to a hip audience. It's also letting them provide 20/20 eyesight to people without glasses in places like New Delhi, India.
Whether you're a business or nonprofit marketeer, you can grow (brand) awareness, increase sales, raise money for a good cause and create invaluable goodwill just like Warby Parker. You just simply need to employ a method you may not quite be familiar with yet. It's a method that can benefit any organization no matter its size, no matter its marketing budget. It's called Cause Marketing.
Cause Marketing is when a "for profit" company and a nonprofit work together for mutual benefit.
If you are a "for profit," you need to know that this is not charity. It's "Selfish Giving." And no. I didn't invent the term. Joe Waters did. He's the cause marketing Tweet sensation, the writer of a popular blog, Selfishgiving.com and author of Cause Marketing For Dummies. You'll even find him on Huffpost, where he blogs about, you guessed it, cause marketing.
Joe has lead the way for me as a cause marketer in my "Create-A-Sweater" program. A project I developed last year in conjunction with K-5 schools to help raise sweaters and funds for senior service agencies in Atlanta.
It worked for us and it can work for you. (We just happened to collect tons of sweaters, a little bit of money and more publicity than we could imagine -- which in turn, created awareness for the for profit home care agency and Metro Atlanta's Senior Service agencies, the nonprofit partner.)
So, why not let Joe be your cause marketing guiding light, too? It just might mean better results in your marketing in 2012. And that's something I know you wouldn't mind seeing.
No comments:
Post a Comment