Marketing with a cause can be a good way to raise fundings for your nonprofit, but first of all you need to be aware of its potential advantages and disadvantages.
Avon is a cosmetic company, but in 2013 they launched a special campaign: “100.000 desires against breast cancer”. Under this slogan, the company sold many pink scarfs and invested the benefits in breast cancer research, which is Avon's Foundation mission.
When a nonprofit and a company align themselves with a marketing cause, both the company and the nonprofit can win. There are different ways to collaborate with a company, and marketing with a cause is one of them.
Here are some of the advantages and disadvantages marketing with a cause can have for your nonprofits.
Advantages
Disadvantages
Even if disadvantages outnumber advantages, there are some cases that prove that marketing with a cause can bemore than useful to your nonprofit’s mission. If you need some inspiration for your nonprofit you can try to follow the example of successful campaigns.
Such was the case of the Miracle Ballon Campaing, which is the result of a collaboration between the Walmart supermarket and the Children’s Miracle Network Hospitals: Walmart consumers have donated 1 euro to the cause six weeks a year for 27 years. So far, the Children’s Miracle Network Hospitals have managed to raise over $750 million in donations.
If you want to find out more about marketing with a cause succesful cases’ click here.