Seeing an increase in the need for cause marketing? This is all you need to know how to. We’re experiencing an amazing shift in the world, as people become more engaged than they’ve been in a long time. From school kids to senior citizens, grass roots activism and cause-related groups are cropping up in answer to concerns, locally, nationally and globally. Whether you’re starting up a cause or are part of an established one, this is an extremely fertile time of real opportunity to create awareness… and turn it into ACTION. You can do that with the right cause marketing campaign.
Where to Start With Your Cause Marketing
First you have to know what you want to accomplish with a campaign, ie: bring attention to an issue, raise funds, educate people, change behaviors or policy. Knowing your goal helps direct your messaging and design approach.
To illustrate these concepts, NCD created a campaign graphics to raise awareness of the issues coral reefs are facing — that climate change is “bleaching” and killing the coral and how that affects our ecosystem. Pantone’s Color of the year, Living Coral, was actually inspired by the situation, and in turn, fed our ideas for the campaign.
Create a Compelling Headline
Your campaign headline should be short but impactful, aimed at really connecting with your audience. So many of us scroll through social media and click on and off websites at lightning speed. What headline would make you stop? Focus on that as you craft yours, making sure it also serves your ultimate goal.
Select the Right Visuals
Next, address visuals — whether photos, a video, or infographics — with the goal of deeply tapping into the emotions that connect your audience with your cause. Avoid cheesy or staged looking pictures and cluttered infographics with text too small to read.
You can edit images to create a profound impact. Here’s an example of what we did.
We started with an image of actual coral bleaching (courtesy of The Ocean Agency).
Then, we modified the image by making the water a little more murky to further show our impact on our oceans and coral reefs. After that, we added a human touching the corals showing the before and after to illustrate the impact we have on our corals and our selves.
To add more impact, we added large bold type with a thought provoking message. And created a custom badge for the campaign.
Productivity Tip: Maximize the return on your efforts by creating multi-purpose marketing pieces, ie: a square graphic that will fit into most SM platforms.
Share Your Cause Marketing Campaign
Social Media is a free, widespread and immediate way to get your campaign seen! Use the right combination of planning, visuals and message to bolster the potential for it to be shared by many.
Productivity Tip: How do you manage with so many platforms? Pick the 2–3 that will make the biggest splash and do those WELL. Be sure to have all posts (and profiles) send people to your website where they can learn a lot more).
If your campaign has a printed component, you can still encourage people to learn more and spread the word. Be sure to clearly communicate how they can do that ie: a QR code, web url, phone number. Keep your copy short but powerful and maximize your supporting visuals.
Involve Your Community
Create hashtags that will help cast your causes’ net the furthest, and ask everyone to help spread awareness by sharing your graphics using a specific hashtag connected to your campaign.
Inspire Action Towards Your Cause
Whether your cause is new or established, the ultimate goal is to generate action! Once you reach people, you want to inspire them to volunteer, donate, offer resources and contacts, and spread your good word. This is the truest measure of an effective cause marketing campaign.
It’s a very special time of rich opportunity to do good. Because Nicte Creative Design is values-based, we work with these principles every day and are here to assist with every aspect of your campaign.
- Want help getting started?
- Have a campaign but are hitting snags or need to fine tune?
- Established but taking it to the next level?
CONTACT US and we’ll get right back to you. Our mission is to help yours succeed!