Transactional vs. Transformative Cause Marketing – Part 2
In this second of our two part series, Joe Waters explains how Transformative Cause Marketing may be the key to getting your social enterprise noticed.
What is Transformative Cause Marketing?
Before I tackle transformative cause marketing I want to clarify that I’m still talking about cause marketing, not cause branding or corporate social responsibility. Cause marketing is a tactical activity between a nonprofit and a for-profit and that doesn’t change. What does change is the focus, role and purpose of cause marketing.
- One-off promotions are replaced with strategic signature programs that are proactive, brand-centric and long-term.
- Multi-platform programs reflect the shift from a transactional to relationship mindset between partners.
- Raising money and building awareness becomes secondary to an overarching priority: accomplishing the nonprofit’s mission.
I’ve spent most my career doing transactional cause marketing. It seems more common at the local level where I’ve worked. But that doesn’t mean local nonprofits can’t do transformative cause marketing. They do all the time. It just doesn’t get the press the big national programs get.
One moment of transformative glory for me occurred with Halloween Town, a signature cause marketing program I ran for five years.
- First let me explain that “signature” means you own it. It’s the flag a nonprofit waves, regardless of promotion or partner. We certainly owned Halloween Town. We created it with iParty Stores to help accomplish our mission, attract consumer-facing companies and throw one hell of a Halloween party for the kids of Boston.
- Halloween Town had more than one platform. It involved in-store cause marketing but also a two-day Halloween event that attracted 15,000 people.
- Unfortunately, we lagged on mission. Halloween Town was ultimately about fall fun and the powerful demographic it spoke to: moms with kids. Perhaps that’s why it only lasted five years before we decided it had done it’s primary job of attracting just as many cause marketing partners as possible.
These transformative players don’t raise another’s flag or change their colors on demand. They have a higher calling. Conversely, transactional cause marketers are hired guns that follow the money and wave flags red from tragedy and soaked in tears. I know this firsthand. I used to be one of those gunslingers.
Ralph Waldo Emerson said that “Our chief want is someone who will inspire us to be what we know we could be.” Transformative cause marketing is the product of leaders who empower us to make this leap.
So, did I explain the difference well? What did I miss? What would you add, change, delete? Here’s your chance to think transformationally and plant your own flag.
