Cause Marketing White Paper
Cause Marketing White Paper
Increase Sales By Adding Passion To Your Presentation
In 1983, American Express coined the phrase Cause Marketing when it helped raise funds for a San Francisco non-profit organization. The program exceeded expectations in both card usage and money raised when more people applied for and used their cards in an attempt to raise money for an organization, they were passionate about.
“If you can tie your product or service to a cause that people are passionate about, you will be able to change their buying habits and have customers beating a path to your door.”
Since then a number of companies in many industries have successfully incorporated Cause Marketing to build their business. You can hear it all the time on radio and television. “We’ll donate to a certain charity for everyone who buys from us!” Sounds good! Buying there can support a charity. But there is a flaw in the status quo.
You may have promoted that a percent of your sales will be given to a non-profit that you care about. But what is important to you, may not be important to your customer. In other words Cause Marketing only works when the charity is popular with the buyer.
Here is why that is important. You may care about helping a local non profit, while your customer wants to help their local school. YOUR passion is of little interested to them. It’s like the proverbial, ‘Selling ice to Eskimos,” meaning it’s hard to sell something to
someone who doesn’t need it, or doesn’t want it. In the same light, your cause may mean nothing to a customer; They are not motivated by YOUR cause. But if shopping at your store will help THEIR cause, they will be willing to change their buying habits.
The Real Cost of Advertising.
Have you ever run an ad for your company and thought, “If I just make back the cost of this ad, I’ll be happy!” I have heard many small business owners say that. In my first years of business, I’ve even said it.
But Really? Is that your bar for success?
Just think about that.
You had to pay money out of your own pocket and what you hope for is ending up paying all of what you are going to earn from the ad, for the ad. Your cost of advertising is actually 100% of your gross. You would have better odds going to Vegas with your ad budget. In reality, ad budgets run, depending on the industry, 10 to 20% of gross revenue.
There are two inherent risks with advertising:
This White Paper is about embracing the benefits of Cause Marketing while eliminating the major risks in any business.
Anatomy Of A Good Cause Marketing Program
I just want to review what a good Cause Marketing Program should look like.
Anatomy Of Shop Click Give . com
The Shop Click Give Marketplace allows you to link your product or service not only with a cause, but one that your customer is passionate about.
Sell Your Product Or Service And Donate 5-10% To A Local Non Profit.
Our Marketplace Handles All Of The Details.
It’s Like Having A Store On Amazon, But It’s Local Businesses Geared Towards helping the LOCAL community with LOCAL Customers. It’s the ultimate extension to BUY LOCAL!
People will choose to purchase from you because when they do, they are also donating to a cause they are passionate about.
How YOU can start in YOUR town Today!
It’s simple to start building your business with Cause Marketing using the ShopClickGive.com platform, whether you are the first in your area or it’s well established.