Cause Marketing – Win Win for nonprofits and businesses

Wikipedia defines it as a “type of marketing that involves the cooperative efforts of a ‘for-profit’ business and a non-profit organization for mutual benefit.”

One example of cause marketing you’re probably familiar with is Yoplait’s “Save Lids to Save Lives” campaign partnership in support of Susan G. Komen for the Cure. The company packages specific products with a pink cap that consumers return, and Yoplait in turn donates 10 cents for each cap.

Today’s consumers demand more than a quality product or a fun commercial—they want to buy brands that resonate with their values. That’s why it’s important for companies to differentiate themselves from other companies that build loyalty with the communities in which they do business.

All of this translates into increased purchases and brand loyalty, as well as increased revenue, increased media exposure, positive public relations, better customer relations, and additional marketing opportunities.

Jay Grossman, DDS (no relation), a successful practicing dentist in West Los Angeles, created a great example of cause marketing. Dr. Grossman launched a non-profit organization called Homeless Not Toothless (HNT). Jay was tired of just giving money to the homeless and destitute. So he offered to fix their teeth for free.

Jay expanded her organization to help build dental clinics for foster children in Los Angeles. The first clinic is weeks away from opening in El Monte.

Due to his commitment to helping others combined with an effective public relations campaign, Dr. Grossman has propelled his own practice dramatically. He recently held a fundraiser to help raise money for the clinic in El Monte. The evening was a star-studded night attended by Sharon Stone and Larry King, just to name a few.

I believe that because of Jay’s philanthropic efforts, he has enjoyed both contributing to society and growing his practice even in this down economy.

Learn More About Homeless Not Toothless

You can also watch a 5 minute video about Jay and Homeless Not Toothless (produced by me :-))

Share your thoughts on cause marketing. If you have a great case study you’d like to share on this blog, please send it to me for review.

We can all make a difference and, at the same time, enjoy the fruits of our labor.