- Tue, July 31 2012
- Filed under: Cause-related marketing
Network for Good has a new guide out for cause marketers. You can get Digital Strategy for Good: Avoiding Cause Marketing Missteps - 5 Key Trends for free here.
Everywhere you look there are opportunities to join a corporate cause marketing effort – both online and in the real world. From adding a $1 to a Walmart checkout for the Children’s Miracle Network, to ‘liking’ P&G on Facebook to unlock a $1 donation to the Special Olympics, to texting ‘HEROES’ to 80888 to join the DC Comics Justice League and make a $10 donation (matched by Warner Bros. Entertainment) to charities providing famine relief in the Horn of Africa, giving back has become a standard component of consumer cultivation for brands of all shapes and sizes.
In the eGuide, written by my colleague Kate Olsen, Network for Good provides an overview of how to avoid cause marketing missteps and details 5 trends shaping digital consumer engagement in 2012. You’ll see interesting examples of how some brands are practicing these trends to win the hearts of their consumers.
Regardless of the cause marketing trend, the recipe for success is clear: start with an authentic cause partnership, set meaningful social impact and business goals, add a compelling call to action, layer in relevant social sharing and co-create a thoughtful conversation with your consumers about the collective impact you are making.