Cause marketing works. Cause sponsorship is expected to grow to $1.78 billion in 2013, a projected increase of 4.8 percent over 2012 (IEG Sponsorship report). Corporations want to harness their power for social good (and they know consumers reward those who do – there was a 39 percent increase in consumers who said they “would recommend” a cause related brand in 2012, according to Cause Marketing Forum) and non-profits welcome the added resources and credibility offered by a corporate brand.
We’ve looked at why mobile is important to effective cause-related marketing campaigns and the role that good data plays in making it effective. What are some types or aspects of good cause marketing campaign? And how can mobile play a role? Let’s take a look at several examples.
Research shows that people are more likely to give more to their “favorite” charity suggesting that they have to know enough about an organization to designate it as their top pick. This is especially true of a cause related marketing campaign where the combined forces of both the non-profit and the corporate organizations are being introduced anew to the stakeholders of each.
Mobile can facilitate awareness and education and increase potential donor knowledge. It is an easy transition from text message to your cause related marketing campaign’s mobile web site.
The need for raising awareness cannot be overstated: 93 percent of consumers want to know what companies are doing to make the world a better place. But 71 percent report being confused by the message companies use to talk about their efforts and impacts (2011 Cone/Echo Global CR Study).
Building awareness provides the opportunity to ask supporters to engage with you in different ways. You can ask them to opt-in to your text notifications, sign a petition or pledge or share your information through social media (see more on this below).
Drive mobile donations and consumer purchases through transactional donations. For example, ask people to make a text donation towards a cause’s goal using your mGive keyword and short code.
Social Media Promotion
Do not underestimate the power of social sharing online. According to the Charity Dynamics and NTEN 2012 Donor Engagement Study, a “significant number” of respondents “supported their favorite charity because they ‘have friends or family who support this cause.’” Do everything you can to ensure your supporters are reaching out to their own networks of friends and families about your cause.
Tools like mGive’s “Social Share” tool, which makes it easy to share messages with one click from your mobile phone to Facebook and Twitter to encourage sharing. Drive viral activity and awareness. For example, ask people to “like” a Facebook page, share a status or pin an image, all of which can be done through a mobile device.
Use mobile for CrowdActivation to capture and engage supporters “in the moment.”
CrowdActivation can be asking for donations, volunteers, simple opt-ins or survey or petition participation.
There’s a lot you can do to build momentum and buzz around an event. Consider advertising through flyers, display ads, broadcast and social media. Have volunteers and staff canvass a crowd handing out information and promotional items. Tee shirts and hats generate buzz and make good advertisements.
Make announcements during the event – can you play any promotional video on event jumbotrons or other display media? Consider adding a stadium or team to your cause marketing partnership and leverage that relationship for promotional opportunities.
People have woven online and offline tools into their daily lives seamlessly and you should follow their lead in your cause marketing campaign. Here are a few ideas:
• Include mobile calls-to-action in online and off-line forms. Ask people to opt-in to your mobile communication or donate to your mobile campaign.
• Leverage QR codes and/or snap tags to make linking easy by using mobile tools to drive mobile action.
• Use an Interactive Voice Response campaign with a celebrity spokesperson.
• Launch a mobile poll – use polling tools to promote joint cause objectives through education, ranking, scale and multiple choice questions.
As you can see, there are all kinds of ways to mobile can help create a successful Cause Marketing campaign. One word of caution: don’t use commercial messages on a nonprofit channel for social good. Structuring your message correctly is key for each audience and media through which it is delivered.
These are just a few examples of how successful cause marketing campaigns can work and the role mobile can play in helping them succeed. Let us hear your ideas!
Cassie Bair is the VP of Marketing at Mobile Accord. Cassie has worked with many U.S. nonprofits leading marketing, strategic partnership, mobile and cause marketing initiatives. mGive, a Mobile Accord service, educates, engages and empowers nonprofits and their stakeholders through our groundbreaking utilization of SMS (text message) technology. Contact Cassie by texting CASSIE to 50555. Message and Data rates may apply.