Social Cause Marketing

Social marketing and cause marketing are often used interchangeably. We, at PlowShare Group, see a subtle but important distinction between the two.

Social marketing is viewed as the marketing of a particular social issue using traditional marketing techniques such as advertising, public relations, event marketing and direct marketing. Usually, a non-profit organization undertakes social marketing by itself or by using professional communications firms such as PlowShare Group. PlowShare’s various public service advertising (PSA) campaigns constitute a major form of social marketing. Among our best known are campaigns for the American Red Cross, Save the Children and the World Wildlife Fund.

Cause marketing, which is expected to top $1 billion this year, involves the pairing of a corporation and a non-profit organization brought together by mutual gain. The corporation provides the financial resources to promote a particular cause and hopes to benefit from the favorable association with the cause. This is often referred to as image enhancement. The non-profit wins by receiving heightened exposure and/or financial support for its cause.

The most common form of cause marketing involves the consumer purchase of a particular product or service—and, as a result, the corporation donates a specified percentage of all sales. Often, a company commits to a minimum financial sum. In other instances, companies use their [advertising] resources to promote awareness of a particular cause or event.

One of PlowShare Group’s most successful cause marketing programs brought our client, the National Crime Prevention Council, together with the Topps Card Company, Major League Baseball and the Major League Baseball Players Association. Topps printed thousands of baseball collectible cards that paired McGruff the Crime Dog with six different baseball players, each with a different series of crime prevention tips. For example, Derek Jeter was paired with McGruff on the topic of Internet Safety. The cards were distributed by Topps to collectible card stores around the country and made available, for free, to children requesting them. NCPC also promoted the offer through thousands of posters placed in elementary schools.