8 proven cause marketing methods to effectively grow your business

Research shows that cause marketing is one of the most effective ways for businesses to increase sales, strengthen brand awareness and loyalty, and inspire employees. World Vision works with hundreds of companies of all sizes to create cause marketing campaigns that align with their goals. No matter what industry you’re in, we can help increase your bottom line while also helping children and families break the cycle of poverty.

Here are our top eight cause marketing methods:

1. The “Proud Supporter”

This is the easiest way to become a cause marketing partner with World Vision. Simply give a donation of any size, fill out a quick application with some basic information about your business,  and you’ll receive permission to use our logo. This means you can promote your business as a “proud supporter” of World Vision to attract more customers who share our values. If you want, you can even combine this method with any of the others listed below.

80 percent of consumers are willing to buy a product from an unknown brand if the brand has strong social or environmental commitments.* 

Example: Tekmessage’s Facebook page

2. Donation with purchase

If you want to stand out from competitors, partnering with World Vision can help differentiate you as the socially-conscious choice. By giving a percentage or dollar amount per sale of your goods or services, you can help children and families in need, while attracting more customers.

When given the choice between similarly priced items, 90 percent of U.S. shoppers are likely to switch to a cause-branded product.* 

Example: Denver Mattress

3. Donation with coupon redemption 

Get customers more engaged with your brand by introducing a new touchpoint. Using this approach, you offer coupons to customers, and when a coupon is redeemed, it triggers your donation to World Vision. The advantages of this method include both attracting new customers and building loyalty with regulars.

More than 88 percent of consumers say they’ll be more loyal to companies that contribute to social issues.*

Example: Mr. Freezy

4. Dual incentive method

When you adopt the dual incentive approach to cause marketing, you reward customers with a promotional offer after they donate to World Vision or sponsor a child. The offer is up to you, and could include a donation match or a discount for your service or product. By rewarding customers after they give, you prove that your business cares about more than just the bottom line — and increase your brand perception at the same time.

84 percent of consumers say they seek to purchase responsible products whenever possible.*

Example: Thirty-One Gifts Giving Tuesday partnership

5. Customer action

Customer action cause marketing invites customers to get directly involved through donating products or hosting a fundraising event for World Vision. Then your business can match their donations with company funds. How you promote giving and what cause you support is up to you.

71 percent of millennials and 63 percent of all adults are hopeful business will take the lead to drive social progress.

Example: The Bartell Drugs School Tools promotion

6. Customer pledge drives

Holding a pledge drive can rally your customers around funds you’ve already pledged to give. Pledge drives generate urgency by creating a deadline and framing it as a race. They also create buzz around your giving and strengthen customer ties to your business as you band together to help children and families break the cycle of poverty.

81 percent of consumers say they want to purchase responsible products, but don’t know where to find them.*

Example: Royal Caribbean’s campaign for Hurricane Irma and Maria

7. Buy one, give one (BOGO) method 

Buy one, give one is becoming increasingly popular with socially-conscious consumers who desire to do good through their purchasing habits. When you pledge to donate a product for each product sold, it’s persuasive proof that your brand is the more socially responsible option.

55 percent of consumers are willing to pay more for products and services from companies committed to positive social and environmental impact.*

Example: WeWOOL’s business model

8. Customer-directed donation

This puts the power of corporate social responsibility (CSR) in customers’ hands. To participate, create a list of organizations that are important to you, including World Vision. Then let your customers decide how your donation is distributed among your favorite causes. It’ll increase their engagement and boost your image through word-of-mouth as a supporter of charitable causes.

93 percent of consumers associate a positive brand image with CSR initiatives.

Example: Toril Sells Houses and their “GIVE BACK BIG MISSION 2018”