Cause marketing is supposed to be all about giving back and making the world a better place. That sounds pretty good, doesn’t it? Why would anyone ever have a problem with a business for supporting a charitable cause?

Truth is, there are a number of different concerns to consider before you invest in a cause marketing campaign. Taking a stance is serious business, and brands that make a misstep risk taking a knock to their public image. Still, we believe there are many situations where the positives of cause marketing will outweigh the risks. Keep reading to find out if a cause marketing campaign is the right move for your brand.

CONS

In the past, some businesses have been criticized for initiating insincere cause marketing campaigns when their only motivation was increasing profits. Customers are smart, and they can see right through a surface-level ad that lacks any real value or commitment. The easiest way to avoid this problem is to tell the story of your brand’s direct involvement with the cause throughout the campaign, and be able to provide further details when asked. If your team has made it clear you’re dedicating time and money to a cause that your business genuinely cares about, you should be in the clear.

Along those lines, your brand must be fully committed to your chosen cause. Running just a couple ads in a quick campaign or giving a donation that looks minimal in comparison to your revenue may make your business look uncommitted. If your brand seems ambivalent, why should your audience care about the campaign? A divisive stance may create some pushback, and if your company wavers in its support, it will lead your brand to appear unprepared or even weak. Worse, your hesitation could really harm the cause you care about. A partner who is unsure and shaky won’t do them any favors.

When your company decides on a nonprofit to partner with, remember the relationship is a two-way street and their actions will reflect back on you as well. Do you know whether your partner is managing their donations effectively or using funds to spoil their top executives? Tying your brand to a not-so-charitable cause can really backfire and make you look guilty by association. Because of this, we recommend running any potential partner through charitynavigator.org to find accurate reports of their financial performance and transparency.

PROS

With those concerns out of the way, we can get to all the good stuff. The biggest upside to cause marketing is that your brand is able to support a worthy cause and use your influence to make a difference in the world. There are millions of people and animals around the world that rely on generous donors for support. If your business has the means to help, you can make a real positive impact in someone’s life.

Of course, many brands are already supporting charitable causes as part of their corporate social responsibility pledges. One of the advantages of showing your support through a marketing campaign is the awareness it brings to the organization you’re supporting. When people see your passion for a worthy cause, they may be inspired to donate as well, or at least become more conscious about the issue. Of course, your business will likely earn more exposure as well. This is an awesome perk, as long as it’s not the only driving force behind your campaign.

Sharing the cause you are passionate about can create a deeper connection between your brand and your audience. Have you ever met someone new and gotten really excited when you discovered they shared one of your passions? It creates an instant bond and feels like that person “gets” you. Businesses can make these kinds of connections as well. For example, if your business were to run a campaign in support of child poverty, many parents will deeply appreciate your commitment and remember your brand when it comes time to make a purchase.

A cause marketing campaign can make an impact not only on consumers, but on your employees, too. A recent study from Fortune notably found workers who believe their employer gives back are 13 times more likely to look forward to coming to work. With that kind of company culture, your business is more likely to retain top talent and attract skilled new hires as well. In fact, nearly half of all job seekers consider company culture a very important part of their decision-making process.

When done clearly and effectively, cause marketing can be a major win for your employees, your customers, your brand, and most importantly, the cause you’re supporting. In recent years, many businesses have successfully taken the risk and implemented cause marketing campaigns. Check out our next article where we explore some of the best examples from brands we love.