In today’s socially conscious world, consumers are increasingly drawn to brands that go beyond profit-making and actively contribute to social causes. By aligning your business with a worthy cause and becoming a do-good brand, you not only make a positive impact, but also create a strong connection with your audience.
In this article, we explore how you can leverage guerrilla marketing tactics to raise awareness for a cause and build a socially responsible brand that resonates with your customers.
But, first, let’s take a quick look at the numbers behind this guerrilla marketing technique!
While it is well-known that businesses involved in charity and nonprofits can create a positive impact on their communities, it’s also important to understand how such involvement can contribute to the growth of a brand.
The Data Behind Do-Good Brand Building
- According to a survey conducted by Cone Communications, 87% of consumers have a more positive image of a company that supports social or environmental issues. When businesses actively participate in charity and nonprofit initiatives, it helps to build a positive brand image and enhance their reputation among consumers.
- A study by Nielsen found that 66% of consumers are willing to pay more for products or services from companies that are socially responsible. By supporting charitable causes and demonstrating a commitment to making a difference, businesses can build trust and loyalty among their customer base. This, in turn, can lead to increased customer retention and repeat purchases.
- Engaging in charitable activities can have a positive impact on employee morale and engagement. A study by Deloitte revealed that 61% of millennials are more likely to stay with a company engaged in social impact activities. By involving employees in charitable initiatives, businesses create a sense of purpose and pride, leading to higher job satisfaction and increased productivity.
- When businesses actively support charities and nonprofits, they often receive media coverage and positive publicity. This exposure can help to reach a wider audience and gain new customers. According to a survey by Edelman, 64% of consumers say they are more likely to buy from a brand that receives media coverage for its charitable efforts.
Please keep in mind that the impact of engaging in charitable activities may vary depending on factors such as the nature of the business, target audience, and the specific cause being supported.
However, the overall trend indicates that businesses involved in charity and nonprofits often experience growth in brand reputation, consumer loyalty, and employee engagement.
These positive outcomes contribute to the long-term success and sustainability of the business.
5 Best Ways To Use The Do-Good Tactic
1. Partner with Nonprofit Organizations
Collaborate with local or national nonprofit organizations that align with your brand values. Support their initiatives through donations, sponsorships, or cause-related marketing campaigns.
For example, a small clothing store could partner with a nonprofit organization focused on empowering underprivileged women and donate a portion of their sales to support vocational training programs. This partnership not only helps the cause, but also highlights your brand’s commitment to making a difference.
2. Create Impactful Social Media Campaigns
Utilize the power of social media to raise awareness about a specific issue or cause. Craft compelling and shareable content that educates, inspires, or encourages action.
Use eye-catching visuals, engaging storytelling, and relevant hashtags to amplify your message.
For instance, a local restaurant passionate about reducing food waste could launch a social media campaign showcasing sustainable food practices, sharing tips to minimize food waste, and encouraging followers to pledge their commitment.
3. Organize Community Events
Host community events or initiatives that bring people together and create a positive impact.
This could include charity drives, clean-up campaigns, or educational workshops.
For example, a fitness studio could organize a charity fitness marathon where participants raise funds for a local children’s hospital while getting fit. Such events not only raise awareness for the cause, but also create a sense of community and goodwill around your brand.
4. Support & Encourage Employees To Volunteer
Encourage your employees to participate in volunteer activities related to your chosen cause. Offer paid volunteer days or organize team-building activities that involve giving back to the community.
This not only enhances employee morale and engagement, but also showcases your brand’s commitment to social responsibility.
Highlight employee volunteer efforts through internal communications and social media platforms to inspire others and amplify the impact.
5. Collaborate with Influencers and Advocates
Partner with social media influencers, local advocates, or celebrities who are passionate about the cause you support.
They can help amplify your message, reach a wider audience, and generate authentic engagement. Work with them to create compelling content, host events, or collaborate on cause-related campaigns.
This strategic collaboration can significantly boost brand visibility, credibility, and impact.
By becoming a do-good brand and actively raising awareness for a cause, you not only make a positive impact on society, but also build a loyal customer base that aligns with your values.
Remember, authenticity is key, so choose causes that genuinely resonate with your brand and engage in meaningful actions that go beyond mere tokenism. Together, let’s make a difference while growing your business.
4 Examples of How a Business May Use This Tactic Effectively
Here are a few examples of how a local business or an online business may successfully embrace the do-good brand strategy to raise awareness and make a positive impact:
Local Coffee Shop
A small local coffee shop partnered with a nearby animal shelter to host “Paws and Coffee” events. During these events, customers could bring their dogs to the coffee shop’s outdoor seating area, and a portion of the proceeds from the day’s sales would be donated to the animal shelter.
This initiative not only attracted pet lovers to the coffee shop but also raised funds and awareness for the animal shelter’s mission.
Online Retailer
An online retailer that specializes in eco-friendly products launched a “Buy One, Plant One” campaign. For every product sold, they pledged to plant a tree in collaboration with a reforestation organization. They actively communicated this initiative through their website, social media platforms, and product packaging.
This strategy not only resonated with environmentally conscious consumers, but also created a positive brand image and encouraged repeat purchases.
Local Gym
A local gym organized a “Fitness for a Cause” challenge, where members could participate in a month-long fitness challenge to raise funds for a local children’s hospital. Participants solicited sponsorships from friends and family for every mile run, every class attended, or every workout completed. The gym tracked their progress and shared updates on social media.
This initiative not only motivated members to stay active, but also generated substantial funds for the hospital and garnered community support for the gym.
Online Clothing Brand
An online clothing brand committed to ethical manufacturing and sustainable fashion, collaborated with artisans from developing countries. They showcased the stories and craftsmanship behind each product, highlighting fair trade practices and supporting economic empowerment in these communities.
By providing a platform for these artisans, the brand not only created unique and socially conscious products, but also empowered the artisans and connected customers with their stories.
These examples demonstrate how local businesses and online brands have successfully integrated social responsibility into their marketing strategies.
By aligning their brand values with a cause, supporting nonprofit organizations, and engaging their audience through impactful campaigns, these businesses have not only made a positive impact but also gained loyal customers who appreciate their commitment to doing good.
