Doing Good Online: Social Media as a Platform for Cause Marketing

April 11th, 2013 by | 2 Comments

Image by Mishel Churkin

The concept of cause marketing has been around for a long time, as both non-profit and for-profit organizations have reaped the benefits of such partnerships to gain support for their various causes. The explosive growth of Social Media brings a tremendous opportunity for organizations to tap a global audience for the causes they support, and a chance to boost their public image as socially responsible business entities.

The numbers are fairly staggering: Facebook has more than 1 billion users, while Twitter has approximately 500 million. While other social networks don’t have as large a following these two giants, they can be just as powerful when properly used to support charitable causes and social activism.

A survey conducted in the UK for instance, states that approximately 30 percent of UK charity supporters say that Social Media campaigns have inspired them to donate to their favored causes and charities.

In the United States, major brands such as Kraft, Pepsi, Target, and many others have successfully engaged social media users to raise awareness for the causes they support. This in turn garnered them greater visibility for their products and services, as well as increased sales.


Cause Marketing through Social Media

Of course just creating a website, Facebook page, or Twitter account won’t guarantee instant success for a cause marketing program and a flood of new users clamoring to talk about your products and the cause you’re supporting. As with any marketing initiative, you need to understand your audience, be creative in your messaging, and believe in your mission to successfully engage Social Media users.

Here are few things to consider when planning out your cause marketing campaign:


  • Understand the cause and set clear goals. Supporting a cause or a charitable organization is all well and good, but it’s essential to have a clear understanding of what an organization stands for and how their mission gels with your own. By ensuring that your missions are aligned, you can create greater value for both parties, and make it easier to grab your target audience’s attention.
  • Incentivize and be creative. While having a good cause might be enough to bring a community into action, providing your target audience with incentives to support your program can help to significantly widen your reach. And while “like-for-donation” strategies where dollar amounts are donated for every Facebook “like” or Twitter re-tweet have proven successful in the past, successfully engaging your users will require much more sophisticated and creative methods.
  • Show how your supporters’ actions create impact. Individuals who support charities and causes do so out of a desire to change and improve their lives and the world around them. Showing how their support translates into the real world, can help to further spark their interest



Reynard Juanir is a full-time writer and editor for a leading Internet Marketing firm. He spends most of his free time on Reddit, watching Anime, and getting bullied by his cats.

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