“We just like to think of it as inspiring others to be mindful of cause and effect – to embrace a mindfulness of the three “P”s.”
One of the simplest and most concise definitions of cause marketing I could find is from wikipedia:
“Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that is tax-deductible, while cause marketing is a marketing relationship not necessarily based on a donation.”
What led me to learning about this was that in 2009 I became passionate about promoting Interfaith services to the many folks that are “un-churched” and in need of funeral and wedding services. There is a huge need out there and people don’t even know we exist or how to find us. Creating online Interfaith Directories are beginning to take hold: Vows and Kisses Wedding Officiants and More, and, Graceful Mournings, Funeral, Celebration of Life services and grief support. With this I realized the need for a dependable and affordable website company to support spiritual practitioners and small business owners. So, I then started L.O.V.E. Our Websites (Language Of Visions Empowering – Our Websites). Collaborating with some wonderful colleagues, one of which, Rev. Lynn Kubeck, Founder of Wisdom-Council, LLC and after many “Master Mind – Visioning Sessions” it became clear we didn’t want to do “business as usual”… that we wanted to embrace a “healthier” business structure for L.O.V.E Our Websites, INC and encourage our clients to do same.. We wanted to look at “cause related marketing” in a way that meant providing education and awareness to non-profit and for profit organizations contributing to our society and planet and a responsible way.
Lynn, a highly accomplished Corporate Consultant of large organizations, had told me about how new, more socially responsible business models were beginning to emerge, The concept of “Cause of Marketing” being one, and a new trend in management with a narrative of “The three Ps: People, Productivity and Profit “- but we decided to embrace the three “Ps”: decision that promote the health of People, Planet and Prosperity. We then formulated our “intention statement” (corporations like to call this a Mission Statement) to make business decisions based upon the three “P”s and to share this with out clients.
We began to encourage our clients to embrace the concept of cause related marketing with one simple way; to include a link in the footer of their website with an opportunity for their visitors to learn about a great cause and possibly donate to support an organization that is doing good work in the world. In addition, it is a wonderful way to model “prosperity thinking”: circulating money. Our tribe at L.O.V.E.™ Our Websites is embracing cause marketing by including a link to a Land Trust non-profit organization for our visitors to learn about the procurement of rain forest land. We have made a vow to donate 5% of our net proceeds to this organization.
I would like to personally make a positive cause by planting a seed of hope to create a positive effect; an alignment with a for- profit company to help with Graceful Mournings. We are not a non-profit, but I do think of it as a community driven project. There has been some new energy in the creation of “B” Corporations that are formulated with by-laws ensuring the company does abide by the 3 Ps, and, although for profit their community services would have some of the benefits a non profit is able to receive like discounts on materials and supplies, and to be able to offer tax write offs for donors. However, we have not yet found anyone to help us with this… another seed being planted (and future blog article.).
Sometimes the Interfaith Ministers of Graceful Mournings are contacted by people that are desiring a meaningful, Celebration of Life Ceremony, however, are financially devastated and recovering from the expenses of a loved one passing from a terminal illness. For us to market our services so that people can find us is very expensive, and the time and materials for creating ceremony, travel expenses – it is difficult to do this a-gratis. How wonderful to have the resources to support the ministers doing this work for families in need of grief support and the healing energy of a well crafted ceremony.
Big trends in corporations come and go and currently one of the more recent trends has been coined “Cause Marketing”. In some cases perhaps a marketing ploy… but we like to think of it as inspiring others to be mindful of cause and effect – not just a manipulation to generate sales, but to embrace a mindfulness of the three “P”s. Oh, and how about adding a fourth “P” – the virtue of Purposefulness.
Not-for profit and for-profit companies that merge are able to make a much larger impact. And, we want to support that as best as we can by bringing awareness to it and sending lotos of good energy – prayer support, for this to happen. And, we seek to be mindful of what and how we do business to make a positive change in our world – what a great cause – that for me is cause related marketing.