Numerous research studies validate that cause alliances have never been more appealing to consumers or prevalent in corporate business-building strategy. The cause field has expanded significantly (as detailed in my previous blog post) in the past decade, growing from a $922M to $1.78B industry. Brace yourself, Pinktober is just around the corner! But creative cause collaborations take many shapes and forms. In this post I want to share a couple of mind-expanding concepts I’ve seen in the cause landscape recently. I’ll give you an overview of strategies as well to offer some context.
6 PRIMARY FORMS OF CAUSE ACTIVITIES
First, I want to share a bit of a cause 101 refresher to put these new concepts in better perspective. Nearly 10 years ago, Philip Kotler and Nancy Lee co authored a book that has become required reading for cause marketing aficionados called Corporate Social Responsibility, Doing the Most Good for Your Company and Your Cause. Last year, David Hessekiel, Founder of the Cause Marketing Forum joined Kotler and Lee and authored a must read, updated text called Good Works! Marketing and Corporate Initiatives That Build a Better World….And the Bottom Line. While terminology in the field is ever-changing, both of these cause books outline 6 primary forms of cause activities:
- Cause Promotion: Persuading consumers to join a company in supporting a cause
- Cause-Related Marketing: Making contributions to causes based on product sales and consumer actions
- Corporate Philanthropy: Making a direct contribution to a cause
- Community Volunteering: Employees donating their time and talent
- Socially Responsible Business Practices: Changing how you conduct business to achieve social outcomes
- Corporate Social Marketing: Supporting behavior change campaigns
2 INNOVATIVE CORPORATE SOCIAL MARKETING CAMPAIGNS
Today, I’m excited to share two of the most innovative campaigns I have seen in the category of Corporate Social Marketing in recent times. And, you may be surprised that these leverage one of the oldest forms of media around – outdoor advertising!
Please invest the 1 minute, 12 seconds it takes to learn about this Anti Abuse campaign launched by the Aid to Children and Adolescents at Risk Foundation:
It is worth 1 minute and 37 seconds to watch this video on Burt’s Bees 2 step advertising innovation.
I hope you are as inspired as I am. Saturation, schmaturation. The cause creativity just keeps on coming!