In late-fall 2020, PSYDEH launched our cause marketing program for brands, big and small, innovating their corporate giving programs in Mexico for win-win partnerships. We now have a brochure promoting this program!
What is Cause Marketing?
Cause marketing involves a collaboration between a for‑profit business and a nonprofit organization. Cause marketing, also known as cause-related marketing, is when a business supports a charitable organization, cause, or social issue and gets marketing benefits from it.
One key example of a brand taking a stand is Nike. The now infamous Colin Kaepernick campaign “Believe in something. Even if it means sacrificing everything.” This campaign referenced the American football player’s kneeling protest during the USA National Anthem, it brought the topic of racial inequality to the homes of millions, whilst Nike won a huge sales increase of over 31%.
PSYDEH and Cause Marketing
These kinds of partnerships are limited only by our imagination. Cause marketing in its simplest, win-win form might include:
(1) Purchase-triggering donation, where companies donate to PSYDEH a percentage of profits, or
(2) Sponsorship, where a company adopts a crowdfunding campaign, funds a specific event, or invests directly in us, or
(3) Facilitated giving, where a company facilitates donations to PSYDEH using an on-line donate button on their website, or a direct donation, or a tax-deductible donation to one of our crowdfunding campaigns.
How can companies benefit?
Cause marketing will grow your audience of belief-driven buyers: consumers who choose, switch, invest, or even avoid a brand based on its connection to social issues. Corporate social responsibility takes on greater importance in recent years as the number of belief-driven buyers grows.
According to the Edelman 2018 Earned Brand Study, one out of two consumers is a belief-driven buyer. This means 50% of consumers might favor your brand over a competitor if it demonstrates social responsibility or supports a non-profit. The study highlights:
Today more than ever, consumers are putting their faith in brands to stand for something. To do the right thing. To help solve societal and political problems.
This means a cause marketing strategy could be THE deciding factor when a consumer makes a purchase.
With PSYDEH, possible benefits for companies include:
(A) Stable revenue growth. Brands that make the world better earn more and have a higher purchase intent. 69% of Gen Z is more likely to buy from a brand that contributes to a cause. (7 Ways to Use Cause Marketing in Your Email Campaigns 2020). 64% of people avoid brands that are not seen to make a social impact. (Edelman’s Earned Brand Study 2018).
(B) Win loyal customers and employees. We can co-build ethically-sound campaigns that resonate with customers and employees.
(C) Grow the brand in Mexico. With the 11th largest economy in the world, a young population, and links USA/Canada with Latin America, and awesome challenges like growing poverty, inequality, and gender violence, we can help each other co-create win-win initiatives.
How can nonprofits benefit?
For nonprofits who have a generally limited budget for everything, particularly marketing, a small business or corporation partnering with them can be a huge asset. Cause marketing increases brand awareness and exposure for the nonprofit partner, and the partner business can support and help share the information of their work, cause, and projects to a new, and wider audience: it gets their hard work in front of consumers they might not otherwise reach.
For PSYDEH, benefits include securing needed resources, strengthening our own brand, and scaling the impact possible through corporate donations, e.g., a company encouraging its employees and customers to donate during a Global Giving matching campaign means their investment can be matched up to 50%.
Creating a Cause Marketing Collaboration
We want to ensure PSYDEH is the ideal partner for businesses with they forge a cause-marketing strategy; so, we believe it’s important that our audience and objectives are aligned. Matching audiences doesn’t mean that our audiences are the same people, but rather our audiences have similar interests and values. For PSYDEH, this means matching with companies with consumers, or target consumers, that are interested in empowering women and investing in sustainable development.
If you want to start a cause marketing strategy with us or learn more about PSYDEH, please get in touch with [email protected].
***Special thanks go to Scottish Roisin McAuley, our strategic communications consultant, and Swiss Carmen Grab, our global engagement coordinator for producing this brochure outlining all the important information about the Global Collaborators Program. We also thank Mexican Valeria Olivares, our social media content creator, for the Spanish translation, and Brazilian Diogo Heber, our field photographer, for the pictorial contribution.