Pillar #6 of the 6 Pillars of Effective Cause Marketing - Measure Success Against Defined Metrics
At Incite, we believe the most effective cause marketing campaigns are crafted with careful consideration of a company’s consumers, employees and key partners. Here in a series of six blog posts, we demonstrate the importance of understanding the causes and issues that are relevant to these stakeholder groups and present six critical pillars for developing effective cause marketing campaigns.
Pillar #6 - Measure Success Against Defined Metrics
Before your cause marketing campaign launches, define what success will look like. What goals do you plan to achieve through the campaign? How will you know when you have achieved those goals? What metrics will you track, and what systems are in place to track them? Whether your goals are around raising money, attracting new volunteers or increasing the number of people who get tested for HIV, establishing campaign goals prior to execution will better position your campaign for success that you will, in turn, want to share with your consumers.
In our previous example, we profiled Apple – the largest single corporate supporter of the (RED) campaign. As we mentioned, Apple and (RED) share a combined goal of eliminating HIV in all babies born after 2015. This joint goal shapes all that Apple and (RED) engage in around their cause marketing partnership. While the campaign had good intentions, our research could not uncover predetermined goals for the Komen/KFC partnership. Their fundraising efforts were impressive, but it is disappointing to know that the partnership is likely over, due in large part to the fact that it was not well-designed from the start.
Set Yourself Up for Success
Utilizing the pillars we have outlined in this series will guide your cause marketing campaign from start to finish. When embarking on a cause marketing effort, first clearly define what you want to accomplish through your campaign and establish metrics that will measure success.
Once you have established those goals, identify the cause or nonprofit organization that is a “good fit” for your company’s mission. Find an appropriate voice to promote your campaign that will inspire your target audience to take action. Clearly communicate how your campaign will benefit the cause and what actions your consumers need to take to ensure compliance. Make smart choices about how and where to promote your campaign with a focus on meeting your target audience where they naturally are. Continually listen to your audience to see if there are tweaks you can make to optimize your campaign to make it even more effective. Celebrate your success at the end of your campaign when you reach your goals, or better yet, exceed them. And, of course, feel free to contact us if you have any questions along the way.