Cause Marketing

How to attract more interest and spur action

There are countless non-profit and charitable organizations today with noteworthy and noble purposes. Whether you’re fighting social injustice, searching for a medical cure, helping the impoverished, or supporting a political candidate, your cause often faces a major battle in having its voice and intentions heard.

You might think, “Well, I shouldn’t have to actually ‘market’ my organization to get people to take up my banner, should I? Aren’t ‘marketing’ and ‘branding’ the kinds of things that commercial enterprises do? I’m trying to change lives here!”

Actually, cause marketing messaging requires just as much thought and care as that of any consumer products company. You’re trying to capture the attention and engage the minds of people today who are inundated by marketing messages 24/7. The virtue of your organization’s intentions alone simply aren’t going to be enough to bring your appeal above the noise.

To make the most of your cause marketing strategies, here are a few tips to consider.

1. Share personal stories

One of the most effective ways to convey the struggles that your organization is seeking support to overcome is a personal story. Let individuals in need tell their stories through you. People empathize with another person more readily than with an organization

2. Be crystal-clear on what action you want

Spell out exactly the kind of support you are looking for—a donation, phone calls, attendance at an event, social media Likes, etc. It’s tough enough to garner support for your cause—don’t make it even more so by making your audiences guess what you want them to do.

3. Focus on ONE thing

It’s tempting to try to cram every fact about your organization in your messaging. Stick to the single most important thing that people need to know about you and build your message around that. You’ll make your appeal far more impactful and memorable than if you bombard them with information that distracts them from your most critical message.

You can learn more about developing a strong message and appeal for your cause in this free eBook. Obviously, every organization is different, but the ideas in this resource can help you establish a solid foundation for engaging the audiences you want to reach to support your good works.