Great Ways to Jump Start Sales - Part 7: A Heart for Giving

In today's environment, social responsibility is taking on a greater role and good corporate citizenship is important for the success of any business. Aligning with a non-profit with a "cause" close to your heart is an excellent way to show customer, prospects and your community that you care. It's known as "Cause Marketing," and should be part of your business' marketing plan.

A lot of business owners will give to local charitable organizations in the form of gift baskets, door prizes or monetary donations. These are good ways to bring awareness to your business, but when it comes to Cause Marketing, we're talking about actually aligning your business with a local non-profit.

If you don't have a formal Cause Marketing plan in place, you may be wondering where you should start. Here are some tips:

1. Think about the issues that are closest to your heart and find a local non-profit organization that is addressing one or more of those issues. For example, if you love animals, you may want to partner with a local animal rescue or shelter.
   
2. Contact that organization and ask for the person in charge of their marketing. The goal is to set up some time to meet and discuss how you can create a mutually beneficial partnership.
   
3. During the meeting talk about ways you can promote their organization and ask them to do the same for you.
4. Follow up the meeting with a written letter of understanding so both parties know what is expected of the relationship.
5. Begin your Cause Marketing plan.
6. Maintain communication with the non-profit organization.
   

You can provide pro bono services or undertake a promotional campaign to raise charitable funds. Just be sure that both you and the non-profit are promoting the undertaking through mailings, emails, websites and press releases. To work, it must be a partnership where you and the non-profit are bringing awareness to one another.

Remember, Cause Marketing is a win-win-win. You'll provide help where it's needed most, the non-profit will benefit from your giving, and your business will earn appreciation from customers that leads to sales.