Win-win ways to boost visibility and support for community causes

By Laurie Frees

Cause marketing is a collaboration between a business and a mission-driven organization, like a nonprofit or charity. This cause-related marketing pairs two entities with one common goal. Whether it is raising money to help people in need, spreading awareness of an issue or supporting an educational program, these businesses have the power to impact their communities and, in the process, boost visibility and improve brand perception.

About 82% of Canadians say they’re more likely to buy from brands that reflect their personal values. Backing community causes isn’t just the right thing to do—it shows your business cares about more than just the bottom line. Let’s explore ways to make a good impression by supporting community causes.

Make a donation

For some, the easiest way to support a cause is to make a donation. Whether it’s money, products, services or time depends on the organization. Becoming an annual sponsor of a fundraiser gives organizers peace of mind and dependable resources, year after year. Carve out time for employees to volunteers before, during or after the event. Or contribute gift baskets or bags as raffle prizes or welcome gifts. A gala fundraiser, for example, might include swag bags for attendees. Contribute something small, like lip balm, or something more substantial, like a light-up speaker.

Split a portion of sales

Plan a promotion where a certain percentage of your sales goes to a worthy cause. Set up a timeframe you’re comfortable with—a few hours, a day, a week or a month. For example, March 6 is World Book Day. A retailer could donate 10% of the day’s sales to a local library or literacy-related organization. Promote the event in advance and offer special sales or exclusive products to add to the excitement. For example, give novelty pens with each purchase to show appreciation to shoppers.

Set a match goal

Rally support for a cause by offering to make a sizeable donation if customer or community contributions reach a specific goal. Or match donations up to a certain amount—and encourage others to push you to that limit.

During a community-wide food drive, a healthcare office could set a goal of collecting 1,000 pounds of food. If the goal is reached, the office pitches in a $1,000 donation to the cause. Give every donor a heart-shaped jar opener as a thank-you gift. Like other cause marketing strategies, participating in a match promotion can improve your image, increase brand loyalty, set you apart from the competition and strengthen bonds with the community.

Sell one, send one

Attract support to a cause by offering to donate a product for each one sold. For instance, a small business that sells socks might donate one pair to a charity for each sale. Or a restaurant might donate a meal to a food program for each person served. The business could print details about the effort on a placemat to raise visibility. This type of promotion could run for a limited time to support a worthy cause, boost sales and improve public perception.

Create something original

Harness the ingenuity of your business to support your community. Partner with a nonprofit or charity and create an original product or product line. A portion of the profits could then benefit the organization. For example, a bakery might create cookies decorated to match the partner nonprofit’s branding. All or a portion of the proceeds from each cookie benefits the nonprofit. To raise awareness, both organizations could give away awareness ribbon cookie cutters at community events before and during the campaign.

Everybody wins

Cause marketing can benefit both your business and the causes it backs. Whether making donations, splitting sales, setting match goals, aligning donations with sales or creating original products, creative promotions can increase visibility for both parties. These ideas are a recipe for a win-win.

Laurie Frees

Laurie Frees is a merchandising category manager at 4imprint who specializes in apparel. With over 25 years of experience in merchandising and product development—plus four years in the promotional products industry—she brings deep expertise in fabric construction and logo application. Laurie manages the product assortment across all apparel categories, including T-shirts, polos, outerwear, dress shirts, sweatshirts and more. Her role includes tracking trends, building supplier partnerships and analyzing data to guide decisions. With a strong focus on products made from sustainable materials, Laurie helps drive innovation in core apparel offerings that customers rely on to showcase their brands.

All marks are the property of 4imprint or their respective owners.

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