Support A Cause: Help Out & Get Known

Some Arizona small businesses recently found success supporting a nationwide cause, Portraits of Love, to give overseas soldiers professional portraits of their families. So far, 20 Arizona photographers have joined the cause – and already have a story written about them, and their support of our troops, in the Arizona Republic.

Sarah Kerkian at Cone, a brand strategy and communications agency, supports the point of cause marketing for small businesses. Her research shows that 85% of consumers find cause marketing to be acceptable – you don’t need to be humble about doing good for your community.

“American consumers continue to have high expectations of companies to support important causes, even amid the recession, and they are quite supportive of cause marketing…It’s the time to build authentic and lasting relationships with important organizations and causes and to engage consumers and employees in your efforts.”

As a small business owner, your biggest hurdle is building trust and respect for your business: through the community and your employees. Cause marketing is an easy way to build immediate trust and respect and generate a huge amount of word-of-mouth buzz.

Here are a few tips for a small business ready to start cause marketing.

• Find a cause. It should be one you are passionate about and that fits well into your business and customer base. Consider examples like General Mills and their “Boxtops for Education” or TOMS Shoes and their shoe donation for every purchase.
• Be authentic. Only use cause marketing if you truly want to help support a cause. Your customers will know if you’re trying to be “fake.”
• Give it support. Once you’ve determined to go forward, make sure you give this campaign the time and money to make it successful. This is still a marketing campaign, treat it as such to keep it successful.

Cause marketing can be a successful avenue for small business owners… and it really helps your local (or global) community. If you’re ready to start cause marketing and need some help, contact The Envision Agency, Small Business Marketing.