By: Mollye Rhea
Part 4 of Our Blog Series: Key Elements of Best in Class Cause Campaigns
In part three of our blog series, we shared the top cause marketing activations used in Best in Class (BIC) Cause Campaigns from our 2020 survey results. Now, we re-visit the expert insights we captured across four fundamental considerations: emerging technology, relationships, impact and alignment and strategy. Use them for inspiration in building your own best in class cause campaign.
1. Leveraging Digital Strategies and Emerging Technologies
If digital strategies were not at the top of your list for partnership activations prior to 2020, it’s likely they jumped to the front of the line very quickly. Although our research was fielded in February of 2020 before the pandemic, cause leaders predicted the importance of digital and social media to the future of cause activations. Nonprofits and their partners quickly activated incredible digital campaigns and Zoom events last year. We see that innovation staying around long term. Here’s what the experts think.
2. Importance of Relationships
At For Momentum, we believe successful partnerships must be mutually beneficial. Companies need employee engagement and are eager to demonstrate community support to consumers. Nonprofits need funding and channels to amplify their messages. We know that 76% of consumers are more likely to trust companies that lead with purpose. Here’s what the experts surveyed in our research had to say about relationships.
3. Impact + Alignment
For Momentum is a huge proponent of amplifying the alignment of values between a brand and their nonprofit partner. Each organization needs to be a good fit for the other based on mutual goals, mission and authentic passion for the cause they will be working on together. Seasoned cause professionals shared these tips for a healthy, sustainable partnership.
The cause landscape is cluttered with worthy endeavors, so it’s important to differentiate yours. Remember, your partnership is a business deal, not a donation. Approach it strategically. Focus on the unique goals and needs of your partner and create exciting ways to engage their audiences in your cause. Most importantly, deliver on what you promise. Partnership experts offered the following advice on strategy.
How are you approaching digital strategies and emerging technology, your partner relationships, impact and alignment and strategy for 2021? What expert peer-to-peer insights can you share? Please comment below. If you need a fresh perspective, we’re here to help. Let’s connect.
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