6 Tips for a Successful Cause Marketing Campaign

1. Select an area or topic you would like to focus your mission on.
Make sure the topic you choose aligns with your the goals and mission of your organization.

2. Evaluate your competitors.
Knowing what your core competitors are focusing their cause related campaigns on can help you determine what social causes already being heavily funded. This will allow you to reach social markets that are not already drowning with other corporations fighting for their attention.

3. Choose your partners.
When choosing partners you need to assure their values and mission align with yours. Try to set out for a multi-year relationship to extend value.

4. Leverage both companies' assets.
When it comes to cause related marketing, assets come in many different forms. Assets may include in-kind donations, volunteers for events, event space, and advertising resources. One of the most important assets I came across in my research for this post is emotion. The ability (or inability) to connect with your consumer on an emotional level can make or break your campaign.

5. Implement the campaign
Select the channels you believe would work best for your campaign and go for it. Use as many media channels as possible, especially if your campaign is very interactive. Try to think beyond the typical traditional media and consider spokespersons, the endorsements of celebrities, or even special events. The more creative and innovative the campaign, the better.

6. Engage
Interaction with consumers during the campaign is very important. Through this communication you are able to see what is and isn't working in terms of your marketing channels and tactics and can also stir up interest in your brand through conversations online.