Factors that Influence the Success of a Cause-Related Campaign

Factors that Influence the Success of a Cause-Related Campaign

Due to changes in the political environment, people are increasingly looking to corporations and nonprofit organizations to provide solutions to social and environmental issues and to affect positive change in the world. Corporate social responsibility (CSR) initiatives, cause-related marketing (CRM) programs, and cause-related campaigns are all tools organizations of all types can use to enhance their reputations, improve their bottom lines, and positively impact local and global communities. Cause-related campaigns can benefit both an organization and its stakeholders. However, it is important for an organization to thoroughly research the factors that will affect its proposed campaign in order to ensure its success and the proper allocation of organizational resources. The following are some factors to consider when planning a cause-related campaign.

Rationale

In order to plan and execute a successful cause-related campaign, an organization must first determine a rationale for supporting a certain cause. This rationale should convince both internal and external stakeholders that the organization has a good reason for investing resources in the cause-related campaign and that its motives for doing so are pure. When developing a rationale, an organization must examine its business practices, values, audiences, and the political and economic environment in which it operates. We will discuss these factors in further detail. 

Authentic Voice & Unequal Advantage

Authentic voice refers to the factors that an organization owns, are authentic to its business model, and best resonate with its target audiences, whereas an unequal advantage is that which sets an organization apart from its competition. 

It is important for an organization to examine both factors when planning a cause-related campaign. This is because the organization must be able to speak as an authority in the issue it supports and do so in a way that distinguishes the organization and its cause-related campaign from others in the industry.

Brand Reputation 

One of an organization’s most valuable assets is its reputation. Organizations with strong positive reputations have earned the trust and confidence of their stakeholders. A strong reputation can help an organization succeed in executing its cause-related campaign because stakeholders and the public will be more willing to support an organization they trust. Reputation is an especially important asset to nonprofit organizations that rely on donations to fund day-to-day operations as well as their cause-related campaigns. By building and maintaining a sterling reputation, an organization can ensure its success as well as that of its cause-related campaign.

Third-Party Partners

When planning and launching a cause-related campaign, it is important for an organization to partner with organizations, institutions, groups, and individuals that will lend credibility to that organization and its cause-related campaign. For-profit corporations can partner with nonprofit organizations to increase their credibility and enhance the visibility of the nonprofit. Partnerships between corporations and nonprofits can be mutually beneficial and contribute to the success of a cause-related campaign. However, when partnering with a corporation, a nonprofit must be careful to select a company with a strong positive reputation and whose business practices align with the nonprofit’s mission and values. Any scandal or crisis that damages the reputation of a corporation will invariably damage the reputation of the nonprofit as well.

Target Audiences

When planning a cause-related campaign, an organization must analyze its target audiences in order to best communicate its messages and promote the cause. Creating an audience onion can be a great way to examine the different audiences an organization is aiming to reach and in which ways. The goal for some audiences may be to simply make them aware of the cause, whereas for others the goal will be to make them advocates for the cause. 

Understanding its target audiences will help an organization develop and execute a successful cause-related campaign.

Political & Economic Environments 

The political and economic environments in which an organization operates will influence its cause-related campaign as strongly as they do its operations. When planning a cause-related campaign, an organization should select a cause that is a relevant issue. However, it is important to “de-politicize” a cause as much as possible in order to appeal to all audiences and avoid the risk of losing stakeholder support. Though environmental issues such as ocean pollution as the result of plastic straws may tend to lean toward the left of the political spectrum, an organization that supports that cause can appeal to more conservative stakeholders by tailoring its rationale and messages to them. For example, using the word “ecosystem” instead of “environment” in messages can help the organization appeal to both sides of the political aisle. In addition, describing the economic impact of ocean pollution can also appeal to those who would not normally support an environmental cause. By thoroughly analyzing the current political and economic environments, an organization can select an appropriate cause to support and develop a communications strategy that will promote the success of the campaign.

Technology & Trends in the Communications Marketplace

As technology continues to develop at a rapid pace, organizations and communications professionals are faced with the challenge of keeping up with new technology and utilizing it in ways that benefit their businesses and the causes they support. While social media platforms can be great tools for communicating a cause-related campaign to stakeholders, organizations must be careful not to rely too heavily on digital communications tools. Today’s communications marketplace is volatile the potential for a communications crisis to damage an organization’s reputation is high. Fake news is becoming harder to spot and social media platforms like Facebook have become involved in crises of their own. These factors can significantly impact an organization’s reputation and hinder the success of its cause-related campaign. By embedding redundant communications tactics, such as press releases or newsletters, into its strategic communications plan, an organization can use social media to communicate effectively with stakeholders while protecting its reputation and the success of its cause-related campaign.