{"id":146190,"date":"2025-03-20T18:32:58","date_gmt":"2025-03-20T18:32:58","guid":{"rendered":"https:\/\/peraltafinancing.com\/agriculture\/what-is-cause-marketing-part-2\/"},"modified":"2025-03-20T18:32:58","modified_gmt":"2025-03-20T18:32:58","slug":"what-is-cause-marketing-part-2","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=146190","title":{"rendered":"What is Cause Marketing? Part 2"},"content":{"rendered":"


\n<\/p>\n

\n
\nBy Dr Kathy Kelley, Professor of Horticultural Marketing and Business Management, and Dana Ollendyke, Extension Associate<\/span><\/span>
\n
<\/span>
\nThe first installment in this series can be found here<\/a>.<\/span>
\n
<\/span>
\nWith so many local, national, and international causes already being supported by your customers\u2019 g<\/span>enerosity, how can you compete with them and the businesses that sponsor them? \u00a0Consider the following, which could help bolster your cause marketing program.<\/span>
\n
<\/span><\/div>\n

\nMake sure that the donation process is transparent \u00a0<\/b><\/span><\/span><\/p>\n

\nFor each dollar that you collect, you need to show how and where these funds were distributed. Consumers who do not see any progress associated with the money they donated may very well choose not to donate anymore. \u00a0Be sure to indicate on your website, in your promotional activities, and in-store that money collected helps to do great things.<\/span>

<\/span><\/p>\n

\nConsider a cause that has a natural connection with your business \u00a0<\/b><\/span><\/span><\/p>\n

\nPerhaps a member of your business has suffered from a disease that could benefit from a donation. \u00a0If this is the case, ask him or her to be the \u201cface\u201d of the effort. In the Wharton Business School article “To Increase Charitable Appeal to the Heart– Not the Head”<\/a>, it describes how consumers are more likely to donate to a cause if \u201cpresented with a personal case of an identifiable victim\u201d through pictures and stories, \u201csomething that purely engages the emotional system\u201d.<\/span>
\n
<\/span><\/div>\n
\nFor example, we can all probably think of at least one product that dons a pink ribbon in honor of breast cancer research. \u00a0One of the businesses that does so is J. Lohr Vineyards & Wines. \u00a0The winery actually began partnering with cause organizers due to a family member\u2019s breast cancer fight. \u00a0Founder Jerry Lohr lost his wife, Carol, in 2008 and through sales of both J. Lohr Carol\u2019s Vineyard Cabernet Sauvignon and Sauvignon Blanc, the company had a 2014 goal<\/a> of \u201cproviding over 4,000 mammograms to women who would otherwise be unable to afford them\u201d. Certainly, the cause is worthy enough, but by associating a name, story, and image of Carol Lohr, we begin to associate the brand with a real family \u2013 not just a business.<\/span>
\n
<\/span>
\nImage 1. \u00a0<\/b>Screenshot of the J. Lohr Vineyards website that details their mission to provide mammograms to women in need.<\/span><\/span><\/div>\n
\n\"blog<\/span><\/a><\/div>\n

\n
<\/span>
\nOr perhaps there is an environmental issue that greatly impacts your city\/state\/region. Sales from Crimson Pinot Noir, produced by Ata Rangi Vineyard (Martinborough, New Zealand) supports Project Crimson, \u201cto protect and renew our spectacular red-flowering rata and pohutukawa \u2013 New Zealand\u2019s iconic native \u2018Christmas trees\u2019.\u201d Not only can consumers support the cause by purchasing this wine (Image 2), they can also purchase Northern Rata trees and plant them on their own property (Image 3).<\/span><\/span>

<\/span>
\nImage 2. \u00a0<\/b>Label showcasing the partnership with Project Crimson.<\/span><\/span><\/p>\n

\n\"blog<\/a>Image 3. \u00a0<\/b>Sign advertising the sale of the rare Rata trees.\"blog<\/a><\/span><\/p>\n<\/div>\n

\n
More considerations on creating a cause marketing program to follow in part 3 of this series!<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

By Dr Kathy Kelley, Professor of Horticultural Marketing and Business Management, and Dana Ollendyke, Extension Associate The first installment in this series can be found here. With so many local, national, and international causes already being supported by your customers\u2019 generosity, how can you compete with them and the businesses that sponsor them? \u00a0Consider the […]<\/p>\n","protected":false},"author":1,"featured_media":146191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12026],"tags":[8402,3341],"dealstore":[],"offerexpiration":[],"class_list":["post-146190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agriculture","tag-marketing","tag-part"],"yoast_head":"\nWhat is Cause Marketing? 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