Taking on causes is popular with consumers. But it is worth thinking carefully about business partnerships with charities and other causes .
In business, taking on causes and forging partnerships with charities can make sound commercial sense. Consumers expect brands they favour to reflect their values. And one way of doing this authentically is by supporting causes. But business and causes should choose carefully. My VIP, the pets magazine, has forged successful partnerships with animal charities. This is an excellent example where values coincide and the benefits are mutual.
Financial support plus
Charities and causes are looking for financial support. They are also looking to business to share skills. Employees often enjoy volunteering for the charity and sharing their knowhow. This means business needs to make sure that staff at all levels know about the cause and why the business supports it.
When taking on causes in business, one of the most important consideration is values. A cause or pressure group is unlikely to partner with a brand that does not share its values and goals. Some brands might not appear to have good environmental credentials when they partner with an environmental charity. Consumers might become cynical but if the brand can show how it is changing, how it is striving to improve its care of the environment, then the cause partnership can work.
Many successful businesses have a genuine desire to be embedded in their community. This benefits their employees as well as their families and potential new employees and suppliers. A local cause or charity will understand local needs and challenges and can guide the organisation to make a real difference in the right way. Therefore businesses who think carefully about their values and match them with a cause, can succeed. They will benefit the cause and earn the respect of customers.
This is a good article on cause marketing at Brandwatch https://www.brandwatch.com/blog/cause-marketing