What is cause marketing? How should companies conduct charity marketing?

Many people think that we are far away from charity, and that it is something that only large enterprises and multinational corporations do. In fact, it is not true. Every enterprise can do charity to the best of its ability. While doing charity, they can promote their own enterprises, gain applause and orders. Why not do it? So what is cause marketing? How should companies conduct charity marketing ? Today, Dongguan SEO editor Feng Chao will share it with you.

What is cause marketing?

Public welfare marketing is a marketing behavior that takes caring about people's survival and development and social progress as its starting point, communicates with consumers through public welfare activities, and while producing public welfare effects, makes consumers prefer the company's products or services, thereby increasing brand awareness and reputation. This definition highlights that the essence of public welfare marketing is "marketing behavior", thus drawing a clear line between it and simple charitable activities.

How should companies conduct charity marketing?

1. Reasonable positioning, determine the public welfare theme that suits your situation

Amway has done the best in this regard. The public welfare activities launched by Amway, such as "Committed to Environmental Protection", "Caring for Children" and "Advocating Health", have made more people know Amway. I would like to remind everyone that the dissemination of public welfare activities must revolve around the core points to ensure the unity of the corporate theme.

2. Assess the situation and seize opportunities

In this regard, we should learn from Wanglaoji. After the 5.12 Wenchuan earthquake, Wanglaoji donated 100 million yuan to the "Devotion of Love" - ​​2008 Earthquake Relief Fundraising Gala held by CCTV, which successfully captured people's hearts and won applause. At the same time, Wanglaoji also created a sales miracle, with sales reaching 12 billion yuan that year.

3. Choose a good charity organization to cooperate with

If you want to do charity work, you must choose a good charity organization. This charity organization must have a good reputation and popularity, and be efficient. Whether the charity organization is suitable is directly related to the subsequent publicity and promotion.

4. Good planning is the key to marketing

When doing charity, you must be high-profile. For example, Chen Guangbiao is very high-profile every time he does charity, which allows more people to know him and his company. Therefore, before we do charity work, we must plan well, such as getting the media and consumers involved, letting them become the first disseminators, thus triggering a butterfly effect. In addition, if you can solve some of the government’s problems and gain the government’s approval while doing charity work, the effect will be twice the result with half the effort.

5. Public welfare needs to be transparent

When doing charity work, we must be transparent, especially for corporate public fundraising foundations. We can use the Internet to disclose financial data. Otherwise, once a problem arises, it will seriously affect the company's image.

Recently, we must persist in doing charity. We cannot do charity for the sake of marketing. Instead, we should regard it as a responsibility and effectively integrate charity into corporate marketing to bring out the marketing value of charity.