5 Pitalls of Cause Marketing to Avoid

11/24/15

As discussed in our two previous posts, cause marketing is a trend that is steadily rising and can’t afford to be ignored. Companies must learn to use this strategy effectively or the results could cause damaging effects for your business. Take a look at the list below in order to think through, and avoid, the potential pitfalls your cause marketing strategy could fall into.

Failure to provide measurable results

The whole premise of cause marketing relies on the consumer’s desire to make a difference and see positive change. If you are unable to provide a tangible result for the consumer’s purchase, it’s likely the consumer will lose faith in your company. Millennials, especially, want to know how and when their money is making a difference or they may go spend it somewhere else.

Lack of follow-through

Once a product or service is advertised in junction with a cause, it is vital that you follow through and actually do what was promised. It’s easy to collect the winnings, so to speak, but also easy to forget to follow through and send the money or services to the cause identified. For example, visit our last post to read about the unfortunate Kony 2012 campaign by Invisible Children, who still hasn’t delivered on their promise.

Lack of clarity of motivation and purpose

If there’s one thing this generation can smell a mile away, it’s dishonesty. Consumers want you to be genuine in your intentions. If you hope to help in the fight against AIDS, attempt to actually care about the cause, instead of just slapping the name down on your website and failing to show why you support the cause and what it means to your company personally. Thoughtless cause marketing can create wrong perceptions about your motivation, which could harm your company’s reputation, more than help it.

Failure to select a cause that complements your business and produces positive change

Be selective when choosing a cause to promote. If not carefully researched, the cause or nonprofit you endorse and market could actually stand for something you disagree with or disapprove of. Do your research and make sure the cause lines up with your company’s vision and values.

Failure to delineate between business and philanthropy

Bottom line – you want to promote your company. If you use cause marketing too often, customers may remember you for the cause you promote instead of the products you sell. Make sure you balance this strategy with information and awareness about the goods and services you provide.

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