By Melanie Beal
Cause Marketing is becoming more and more popular in this day and age and companies' are implementing corporate social responsibility (CSR) as a major aspect of their marketing plans. Cause marketing is a beneficial tool for both the company and the organization: it gives the former a communty oriented and morally involved image while providing the latter with financial and in-kind support to carry out its mission.
Don't believe me? Take a look at what others have said about cause marketing!
According to Ken Bernhardt, "Generating awareness, incenting trial, building the brand and generating customer loyatly are a big part of what marketing should be doing for the company. Charitable giving, when used strategically, can do all of these tasks." His Atlanta Business Chronicle article, Using Charitable Giving as Marketing Tool, focuses on the many benefits of strategically implemented cause marketing. He also states, "Charitable giving, when done right, can also help with employee acquisition, motivation and retention, all important things for a service business…Higher quality, happy employees yield higher customer satisfaction and profitability."
In celebration of National Volunteer Month in April of this year, Public Relations Tactics highlighted PRSA President and COO William M. Murray's article, 10 Reasons Why You Should Volunteer: Did You Know that April is National Volunteer Month?, to express the importance of cause marketing. Murray writes, "Although there are many reasons to volunteer, it's important to note that our best leaders are motivated by an altruistic desire to help out–an interest in strengthening our profession and our organization. They quickly find, though, that their interest pays off in many ways."
The 10 reasons he lists for volunteering are:
- Learning new skills;
- Teaching others;
- Building your resume;
- Rising above the crowd;
- Gaining work experience;
- Giving back and helping people;
- Helping build something bigger than yourself;
- Strengthening your health; and
- Having fun
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