Choosing the Right Types of Cause Marketing Campaigns
There are a variety of types of cause marketing campaigns and they differ considerably in structure. This variation makes finding a clear cause marketing definition
difficult, even from Wikipedia
, but a quick overview of the types of campaigns should bring some clarity to the concept. Think carefully about what type fits best within the context of your objectives as well as your customer base.
If you are having trouble understanding a particular type of campaign below, a quick visit to our matching cause marketing examples
page will help clear things up.
Portion of Purchase
In Portion of Purchase campaigns, a business commits to donating a portion of the proceeds or profits from the sale of a product or service. Alternatively, some programs offer a small flat donation for a set of products or services that vary in price, as is the case in the Starbucks example below. This is a commonly used type of cause marketing campaign.
Buy One Give One
In Buy One Give One campaigns, a business guarantees that tangible social or environmental good will be done through a nonprofit partner when a shopper purchases a product or service. Though the model was pioneered by Tom’s Shoes
, this type of cause marketing campaign has been adopted by many other social enterprises and continues to grow in popularity—especially among millennials.
Point of Sale
In Point of Sale campaigns, a retailer solicits a donation via a cashier, a screen prompt, or a sign. Some campaigns encourage shoppers to round up to the nearest dollar, while others ask to tack on a dollar amount to the customer’s total. This is very common type of cause marketing campaign among brick and mortar retailers, but some e-retailers like eBay
are joining in as well.
In Proud Supporter campaigns, a business publicizes a large lump-sum gift through advertising, public relations, or other channels. Normally campaigns of this sort are reserved for businesses with the advertising budgets to sufficiently publicize the contribution.
In Event Sponsorship campaigns, a business sponsors a walk, run, celebration, or volunteer event. The organizing nonprofit usually develops sponsorship tiers which offer varying levels of brand prominence during the event at different prices.
In License Agreement campaigns, a nonprofit grants a business the right use its logo or other trademarks in their marketing in exchange for payment. In some cases, the business must undergo a certification process to qualify before the business is granted the license. This type of cause marketing is typically only done by large brands.
In Social Advocacy campaigns, a business selects a social or environmental issue to address and uses its resources to raise awareness and advocate for change. With this type of cause marketing it is important that the advocacy becomes core to the brand and is viewed as authentic by shoppers.
In Digital Engagement campaigns, a business works with software engineers or a software platform to create a digital experience with the goal of raising awareness and donations for a cause. These campaigns also often have a strong social media component to help drive viral traffic to the site.
If you think any types of cause marketing are missing from this list, please don't hesitate to reach out to us to let us know.