It Can Wait pledge

Cause Marketing Gains Popularity, Maturity

Cause marketing campaigns are becoming more sophisticated, such as Nationwide's "Make Safe Happen" campaign to reduce childhood injuries at homes.

Cause marketing campaigns are becoming more sophisticated, such as Nationwide's "Make Safe Happen" campaign to reduce childhood injuries at homes.

Cause marketing continues to gain in popularity and recent examples have moved substantially beyond co-promoting a company and a worthy cause by asking for a donation or signing a petition.

A great example is Nationwide's "Make Safe Happen" campaign to reduce childhood injuries at home. The insurance company's choice of a safety program aligns with its business. Instead of teaming with a single organization, Nationwide reached out to a hospital, pediatricians, parents, caregivers and toy manufacturers to identify sources of injury that could be prevented.

David Hessekiel, founder and president of Cause Marketing Forum and author of "Good Works!" says companies are pursuing more sophisticated and creative approaches to address nagging social problems. Some, like Nationwide's campaign, hitch together "complex, multi-player coalitions."

The "Make Safe Happen" program scores well on another pair of important virtues – usefulness and relevance, both key components of successful content marketing strategies. The program isn't just about doing good; it's about helping to avoid an injury to your child or grandchild.

To ensure the campaign was useful and relevant, the techniques used by Nationwide zeroed in on firsthand, frontline sources, such as partnering with Safe Kids Worldwide to "engage caregivers in real time," explained Hessekiel.

In an article written for Forbes, Hessekiel cited other significant cause marketing trends in 2015:

•  Using iconic branding to make a point (Coca-Cola replaced its trademark logo with "Labels are for cans, not people" to promote acceptance of cultural differences).

•  Promoting behavior change (AT&T's It Can Wait pledge to persuade motorists to stay off their smartphones while driving).

•  Educating younger generations (H&R Block's Budget Challenge initiative to teach financial literacy).

•  Creating multi-channel experiences (Coke's #MakeItHappy campaign to encourage positivity).

Cause marketing examples involving large companies can be intimidating for small and family-run businesses. But it would be a mistake to see cause marketing as only the purview of the big brands.

Micro-volunteering is one of the more interesting tools that smaller companies – or nonprofits and public agencies – could exploit in a cause marketing effort. Micro-volunteering involves bite-sized chunks of time that employees can give at work, home or almost anywhere in support of a wide range of causes.

NPR recently featured a micro-volunteering effort to aid blind people who live at home. In the story, a blind woman who needed help in identifying the ingredients she would use to prepare a meal hooked up online with a micro-volunteer. The volunteer, who in this story happened to be in a different city, and the blind woman connected via live streaming so the volunteer could read the ingredients of various bottles. The volunteered assistance took only a couple of minutes.

According to the website, popular micro-volunteer causes include animal welfare, environmental watchdogs, health, poverty and scientific research. The website says micro-volunteering opportunities let people "make a difference on their lunch break."