Let impact do the talking in your cause marketing campaign (Audio)
We recently had a live author interview with Jocelyne Daw about her book, Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits. One of her answers stuck with me and I wanted to share it with you.
Nonprofits and their corporate partners tout the portion of each purchase that goes directly to the cause they support when consumers actually want to know what impact the purchase makes. Daw discussed a cause marketing campaign example where Pampers helped UNICEF eliminate a deadly disease.
Pampers tested their messaging prior to launching their campaign. One message emphasized for every pack of Pampers purchased, five cents would go to UNICEF. The other message claimed for every pack of Pampers purchased, a newborn would receive a vaccination against neonatal tetanus.
Which message do you think resonated more with consumers? Ask yourself what will additional resources actually enable you to do? How can you literally connect the consumer’s purchase with the outcome?
The Pampers/UNICEF campaign started in 2008 and is expected to eliminate a disease that’s been killing newborns or the mothers by 2015. An HBR blog about the campaign highlights four key factors that contributed to the campaign’s success. Among the four factors was “The aligned content between the two brands makes a distinctive competitive message that connects cause, consumer, and choice.”
Look into Daw’s Cause Marketing for Nonprofits and her more recent book, Breakthough Nonprofit Branding. You can also visit Jocelyne Daw’s new website www.jsdaw.com to learn more about her consulting services and books.