“Goodwill is the one and only asset that competition cannot undersell or destroy.” – Ludwig Borne

If there’s one thing everyone knows, it’s that what goes around comes around. You do good for others, good will come to you. And while we shouldn’t do good things with the intent of getting good back, it doesn’t hurt to enjoy the benefits. In a whole new marketing category entitled “Charitable Marketing” (also known as “cause marketing”), companies reach clientele by reaching out to their community. Not only does it actually help those in need, but it also helps build your brand image in the eyes of your target audience.

A few tips about working with a charity…

  • Keep It Local. Find a local homeless shelter and work with insurance agents in starting a clothing donation for that homeless center. Take pictures of you donating the clothing at the center. Helping out the local community will look much better than helping out a cause that’s hard for clients to relate to.
  • Keep It Involved. If your company spends a bunch of money on a charity and doesn’t tell anyone, did it even happen? Well yes, you helped people, but did your clients hear about it? Did you ask them to help? If there’s one thing I know about good karma, it’s that everyone once a piece of it. Ask your clients if they’d like to donate clothes, aid in prepping meals for volunteers, etc! What a GREAT way to network, right? (yes, I’m right… that was a rhetorical question)
  • Keep it Coming. The best advice in marketing is to keep marketing. Marketing isn’t a one-and-done type deal, and that goes for charitable marketing / cause marketing as well. If you are helping at a food shelter, do it every month. It will help get the word out that you’re doing good for more than just your bottom line.
  • Keep it Marketed. Obviously, I’m all for marketing. Find your cause and make it known. Blog, Facebook, Newsletter, Mailers, etc. Spread it far and wide. Use pictures taken from the event. The more they see, the more they’ll remember.

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