Cause Marketing

Partner with nonprofits - It's good for your business!
  • Clients love businesses with a heart!
  • Employees love working for cause - centered businessess!
73% of shoppers would switch brands if a different brand of similar quality supported a good cause
It can be as simple as a note on your invoice.
‘We donate 5% (+/-) of our profits to SevaChild.org’ ‘We donate 5%(+/-) of our profits to SevaChild.org’
Proven to Increase Sales Customers will see you in a more favorable light!
Try it today and see it Increase your Sales and an even more favourable light!
47% of millennials will pay more for products that support cause they believe in.

Adweek 'Cause good casue Marketing statistics for business'

Benefits to the for-profit

  • Public goodwill: the company establishes itself as a purpose driven socially responsible organization by contributing part of its profits to a humanitarian cause.
  • Increased trust and brand loyalty: customers appreciate buying from a company whose values align with their own
  • Increased sales: customers are more likely to purchase a product when they know doing so also supports a worthy cause.
  • Access to the nonprofit's audience: the nonprofit promotes the partnership in its network, creating brand awareness and more customers for the company.
  • Tax deductible: All donations are tax deductible.

Benefits to the nonprofit

  • Diversified revenue: not only does the nonprofit receive a small portion of the company's profits, but the partnership could also result in recurring donors and additional sponsorship opportunities.
  • Access to the for-profit's audience: more often than not, the for-profit has a bigger audience than the nonprofit, so it can spread the message to more people, increasing the nonprofit's brand awareness and helping bring in potential new supporters
See our figures and graphs

Examples of successful cause marketing:

The following links will take you to the websites of two of SevaChild’s cause marketing partners, Tiny Rituals and Sivana Spirit, and to a video produced by SevaChild for Sivana Spirit. The owners of both of these companies, and the majority of SevaChild’s staff and volunteers, are SRF members.

https://tinyrituals.co/pages/how-we-give
https://www.sivanaspirit.com/pages/how-we-give

Three ways to use cause marketing

Percentage method:

“We donate 5% of profits (or other percentage) to saving children’s lives in India.”
Your company sends SevaChild.org a confidential percentage of its net profits each month or each quarter. Add this type of note or comment on as much of your media as you choose. Most companies go all out with their messaging and add it to their receipts, point-of-sale materials, product labeling, social media posts, leaflets and brochures, podcasts and in the footer of their emails...wherever a client can be informed.

Fixed amount method:

“We donate a portion of our profits to protecting young children from disease in India.”
Your company sends SevaChild.org a confidential fixed sum each month or quarter. Add this type of note or comment on as much of your media as you choose. Most companies go all out with their messaging and have it on their receipts, point-of-sale materials, product labeling, social media, leaflets and brochures, podcasts and in the footer of their emails...wherever a client can be informed.

Per-project method:

“Help Acme widgets save lives by digging wells and installing water pumps that provide uncontaminated drinking water for Indian families rural villages.” This summer help us raise funds to provide clean drinking water for X number of villages. We match each donation you place.”
Your company places links to SevaChild’s donate page where your customers donate to the cause and your company matches the donations up to a predetermined amount. Sevachild digs the number of wells and installs the water pumps in as many villages as the funds raised allows. SevaChild creates a video showing a banner with your company’s name and logo as the funding organization to be shown in a dedication ceremony. Included in the video is a permanent plaque naming your company as the donating entity. Add this video to as much of your media as you choose...wherever clients who have donated to this cause can be informed.

SevaChild realizes that each company is different and will want to design their cause marketing program according to their particular style of branding and the personality of their customers. Your SevaChild team will work with you to align your brand with matching media and messaging types.

Cause Marketing

What is it?

Cause marketing encompasses a wide variety of commercial activity that aligns a company or brand with a cause to generate business and offer societal benefits in some form. Consumers are becoming more aware of the inequality surrounding them and they seek ways to change this through their choice of purchases. Cause marketing is therefore the natural bridge between the consumer and a company or brand that meets the altruistic goals of both. Both new and long-established brands have the capability to raise awareness about humanitarian programs they believe in while also promoting their own products. It’s a win-win solution for all.

What is it not?

Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that is tax deductible, while cause marketing is a promotional campaign not necessarily based on a donation.

The evolution of cause marketing

Over the years, corporate social responsibility has evolved beyond simply writing a check to a charitable foundation and then publicizing these philanthropic efforts. As corporations around the world are increasingly reporting that corporate social responsibility is essential to their business, many are looking to cause-related marketing programs as a way to enhance brand or attract new customers. Leading businesses are recognizing that linking a cause-related initiative directly to a brand in relevant and authentic way can be a win-win for both the for- and non-profit partnering organizations.
According to a Cause Evolution Study conducted by Cone in 2010, more than 278 million people in the United States want to know what a company is doing to benefit a cause. In addition, 85% of consumers have a more positive image of a product when the company supports a cause they care about. The opportunities for innovation in cause-related brand/NGO collaborations are immense, and the benefits of aligning business strategy with positive social impact are bountiful.

Facts that support a cause marketing relationship

88% of executives know that now more than ever, companies must lead with purpose

62% of global customers want companies to take a stand on issues they are passionate about, and 64% find brands that actively communicate their purpose more attractive

78% of Americans believe companies must do more than just make money -- they must positively impact society as well

79% of global executives say it is important for the CEO to communicate the organization's values in order to be highly regarded
When a company leads with purpose, respondents were: 78% more likely to want to work for that company; 76% more likely to trust it; 72% more likely to be loyal
High-purpose brands will double their market value more than four times faster than low-purpose brands, thus creating much higher levels of shareholder returns
One third of Americans plan to increase the amount they spend on 'good' products and services in the next year. However, 40% of Americans are not able to name a socially-responsible company, when asked 6 in 10 employees choose an employer, leave it, or just avoid it based on its values and beliefs
89% of executives surveyed said a strong sense of collective purpose drives employee satisfaction
71% of millennials say they will pay more for a product if they know some of the proceeds go to charity
46% of consumers have donated to a cause on a retailer's website over the past 12 months11

Sources:
Porter Novelli’s 2020 Executive Purpose Study, Accenture’s 2018 Global Consumer Pulse Research, Cone Novelli Purpose Study
Weber Shandwick & KRC Research: State of Corporation Reputation study, Porter Novelli’s 2021 PurposePerception Study
IR Magazine 2020 Corporate Study, Good. Must. Grow’s 2019 Conscious Consumer Spending Index
2021 Edelman Trust Barometer, Harvard Business Review’s “The Business Case for Purpose”
5WPR 2020 Consumer Culture Report, Accelerist 2020 POS Study