Get Paid While Saving the World… One Cause at a Time

Funding And Development

Sharing Concept: Cause Marketing TrendsThis time of year, it’s common to think a little extra hard about how you can give back to your community.

With your skill set as a writer, you don’t have to wait until the holidays to do a good turn for the organizations you love most. You can help those organizations do good work for the people they serve year-round.

And you can even get paid for your efforts… which might seem a little weird, but trust me, you can do so much to help raise money for the causes you love, that the people you work with will be happy to pay you for your efforts.

A Top Marketing Trend

Cause marketing has become a fast-growing trend among businesses. More than two thirds of all businesses use cause marketing as a strategy for attracting new customers and building their brand reputation. Ninety-seven percent of marketing executives cite cause marketing as an effective business strategy. And more than half of consumers look at product labels for cause support information before making a purchasing decision.

In short, cause marketing works. Not only does it work, but your potential customers actually want to be marketed to in this way. So, it’s good for business.

But what about the charities and causes it’s meant to support?

Cause marketing works on that front, too. Far from a feel-good strategy that only benefits the for-profit businesses involved, cause marketing efforts raise nearly $2 billion for charitable organizations every year. And that number has nearly tripled since the year 2000. Through cause marketing, charities are able to connect with new donors and expand their base of supporters.

And here’s the kicker. The millennial generation prefers to give money to causes through the businesses they patronize rather than directly. As a trend, cause marketing is going to keep going up, up, up.

What Exactly Is Cause Marketing?

Okay, so before I talk about how you can use all this information to grow your web-writing business, let me back up for a moment and explain exactly what cause marketing is.

Cause marketing is when a business partners with a charity to help raise funds for the charity through their own customer base.

This can work in a lot of ways. For example, let’s say a restaurant decides to raise money for the local children’s hospital.

They might advertise that during a specific week, all their profits will be donated to that hospital. They use the advertising to attract more patrons. People looking to eat out think, “I was going to spend the money anyway, so why not eat where I know some of my money will go to a good cause.”

During the fundraising week, the restaurant gets more customers than usual, because people want to help out while doing something they would already being doing anyway. That means the children’s hospital benefits. It gets quite a bit of money from the effort.

But the business also benefits. It enjoys new customers who, if the restaurant has done its job right, will come back again and again. And it also enjoys a boost in reputation, which can attract more future customers, too.

Everyone wins. The customers get a good meal and feel good about helping a cause… the children’s hospital gets much-needed funding and some extra publicity, which can result in a spike in direct donations… and the business gets new customers and the reputation as a valuable member of the community.

Now, I’m sure it won’t surprise you to learn that businesses need good writers to help them execute these kinds of cause marketing campaigns. That’s where you come in.

Launching Yourself as a Cause Marketing Writer 

It’s common for medium to large businesses to participate in cause marketing. And if they’re not already, they’re probably considering it in the near future. In other words, there are a ton of potential clients for your cause marketing services.

The first step to offering this service is to get very familiar with cause marketing and what makes a successful campaign work. When you do that, you’ll be able to discuss your potential client’s goals intelligently and make suggestions to not only help them figure out their message but also to design their overall strategy.

One way to do this is to study cause marketing campaigns that have worked. These links will get you started:

Successful cause marketing campaigns generally have a few things in common:

  • They stem from the for-profit company’s core values. A fitness company supporting a charity that provides sports scholarships to kids or makes sports activities accessible to people with disabilities makes all the sense in the world. But imagine the disconnect if that same company aligned itself with a charity that focused on making video games more accessible to people with differing abilities. It’s still a worthy cause, but it doesn’t fit at all with the company’s focus and mission.

  • They are true campaigns. They run for a limited time. This may seem counterintuitive. If you want to raise money for a cause, why not make it an ongoing thing? But with no deadline, there’s no urgency. A time-limited campaign will generally make a bigger splash, both for the company and the charity. (It’s also good for you as a writer, because it means your cause marketing clients will need you to create new materials for new campaigns several times a year.)

  • They focus on on-going partnerships with one or two charities. Even though cause marketing works best when you set a time limit on your campaigns, companies and charities see more success when they work together over the long term. The company gets to know the charity’s needs better. And the customers learn to anticipate the next campaign from that company to support their favorite charity.

By having a strong understanding of the workings behind a cause marketing campaign, you’ll be prepared to work as a consultant with your clients, handling the writing and also providing guidance to help their campaigns perform well. When you do that, you’ll find yourself in high demand and making a very good living doing something that helps to make the world a better place.

Heather Robson

Heather Robson

Managing editor of Wealthy Web Writer, Heather has over ten years of content marketing and development experience.

3 Comments

  • I left a comment earlier but, I can’t find the comment or if any reply. I forgot the page. The comment is about finding my niche.

    Help to find my niche. There are several possibilities. Don’t know where or how to begin. My website is:http://www.thia-basilia.com/.

    The core of human trouble
    One by one approach
    Mental Health
    Innovative Approach to Mental Insanity
    Overcoming Supernaturally
    Dysfunctional families
    Spiritual Issues
    Healthy eating
    Nutrition
    Organic Garden
    Computers

    Could you or someone check http://www.thia-basilia.com/ and help me to focus or whatever? I am looking forward to a reply. Thanks! 🙂

      • Oh Heather! So good! Thanks! Now I have a pretty good handle on this ‘niche’ thing. I am a Unique Specialist. A simple ‘Scribe’ or A sharply pointed tool used for marking lines, as on wood, metal, or ceramic. Also called scribe.

        That fits exactly to what I write & publish now and have been doing so for 30 years. The best part about it is: I do not have to trouble myself learning all the complicated things about marketing. Why? I already know them. I just didn’t realized it until recently. But how do I know? And why things are the way things are for me with this novelty to me about making money?

        Ah! I don’t really know these things, but! my Master knows better than the best marketeer in this world every minute detail of the matter. I am only a simple Scribe! I write & publish. My Master is doing the rest.

        Look at how my Master got me the membership with The Barefoot Writer–a gift from dear Rebecca. Now, another amazing opportunity with the Wealthy Web Writer. for $1.00. Can you believe it?

        I am as goofy as they come but! my Master with everlasting patience leads me all the way. So He led to AWAI–What a way to accomplish His purpose for my goofy life!

        My friend, plz bear with me. Let me share what I posted today in http://www.thia-basilia.com/. I wrote about the same matter last year. Let me quote it.

        Sunday, July 10, 2016 at 8:47 am
        Well? O my Father—O Father of mine, another joyful day in Your Presence no matter what comes my way. Will I accomplish or not any of the bunch of things in my plate at the moment? Hum. Most likely I will not. But? You know all about it, O my Father—O Father of mine and? I have nothing to fear because You have clearly told me now like You told Jacob in ancient times. Let me read it once again to start off my day today,
        Isaiah 41:10,13-14
        Fear not there is nothing to fear, for I am with you; do not look around you in terror and be dismayed, for I am your Master. I will strengthen and harden you to difficulties, yes, I will help you; yes, I will hold you up and retain you with My victorious right hand of rightness and justice. As it’s written also in Acts 18:10
        For I Yahuwah—your Father Creator hold your right hand; I am the Mighty One Master, Who says to you, Fear not; I will help you!

        Fear not, you worm Jacob, you men of Israel! I will help you, says the Master; your Redeemer is the Set Apart One of Israel. Behold, I will make you to be a new, sharp, threshing instrument which has teeth; you shall thresh the mountains and beat them small, and shall make the hills like chaff.

        Thanks my Father! Your words become alive within my being giving me all the strength needed without any need of my own strength. For my strength has been nil. I have been totally worn out but, as You bring to life within my being Your written words? My strength is renewed big time! No telling what feat I will conquer today. Hahaha! HalleluYah!

        His love in my heart for you, my friend and for all in the boot of our Father’s will for all of us, thiaBasilia.

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