A Triple-Win For Writers

I’d like to tell you about a new opportunity for freelancers.

Very few writers are aware of it.

Yet it has tons of clients … Is desperate for copywriters … Pays well … Offers a huge range of projects …

And it has the power to change the world.

Now is the time to join, since so few of your fellow writers know about it — so far.

It’s called cause marketing. And it’s exactly like it sounds — you write about good causes.

But there's a twist.

For starters, it overlaps with every other niche out there. So whether you write for B2B, health, technology — whatever — it’s something you can incorporate into your writing business.

The concept is easy. Cause marketing typically consists of a partnership between a nonprofit and a for-profit organization. The point of the partnership is to promote a good cause for mutual gain.

You see it all over the place — from grassroots efforts to entrepreneur-led initiatives to Fortune 500 company-led activities.

For example:

  • Entrepreneur-launched beverage brand Tevolution gives back to nonprofits when consumers buy iced tea and text a code to donate to one of four charities.
  • For Earth Day, Mohawk Flooring donated $5 to Water Drops of Hope every time they got a new “Like” on their Facebook page.
  • Even my favorite coffee shop has an annual “Buy a cookie, save a pet” drive. They give a dollar to the state Animal Humane Society when customers buy a specific iced cookie.

Some campaigns have been running for years, like the Yoplait Save Lids to Save Lives program. For every pink yogurt lid mailed in by customers, yogurt maker Yoplait donates 10 cents to Susan G. Komen for the Cure — up to $2.5 million each drive. They’ve done this for the last 14 years.

Of course, charitable giving has been the habit of most companies for decades. But this is different.

Cause marketing goes beyond classic charitable giving. It’s a way for companies to get public recognition for their good works. In turn, that brings more attention to a cause. And it means more funding or resources for the nonprofit behind that cause.

Like anything though, it has to be done right. So when it comes to the written side of these campaigns, clear, well-crafted copy is essential — but tricky. After all, cause marketing is the art of “selling” a cause, while still being genuine.

Problem is, a lot of corporations stink at this. Their efforts might be sincere, but a cause campaign will tank if you don’t get the message right — especially if it sounds like you’re trying to profit by pulling on people’s heartstrings.

But with the right cause-focused message … well, marvelous things happen. Consumers become evangelists for a cause. Wallets open. Communities mobilize. Starving animals get fed … storm-ravaged communities get cleaned up … homeless kids get a bed to call their own …

Companies succeed, too — beyond profits. (Read this article to learn how else companies benefit, and why they want to hire writers to help them do this.)

Since Coca-Cola partnered with World Wildlife Fund, over $1.7 million has been donated to help raise awareness and funds for conserving the Arctic habitat of the polar bear. They used online outreach and print ads to get their message out.

And when socially-conscious network Halogen TV partnered with nonprofit Soles4Shoes and the San Diego Padres, they collected over 10,000 pairs of new and used shoes in just a week. The shoes were redistributed to those in need across the world. They used websites and online video to spur donations.

I’ll tell you right now, as a professional communicator, you might want to get in on this.

Cause marketing is changing business as usual, creating alliances that help companies, nonprofits, and good causes — a win-win-win.

So over the next few days, I’ll share more details about why this is big news for writers — including how it lets you marry your desire to write for a living with any other passions you have, and why there’s so much work available.

But if you’re ready to start right now, click here to learn more about writing for the cause marketing industry.

What topics or causes would you most like to write about? Tell me here

Copywriting for a Cause

Copywriting for a Cause: How to Profit as a Writer and Make a Difference in the World

In today’s market, consumers expect businesses to do well while doing good. They want companies to be good citizens. That means businesses need copywriters who understand how to write for a cause. Learn More »

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Published: September 10, 2012

4 Responses to “A Triple-Win For Writers”

  1. Thank you for contributing this article.

    I enjoyed reading it and appreciate your effort.

    Cause marketing is the new wave in which companies are expected to embrace corporate social responsibility or CSR.

    It is no longer enough just to make profits for your shareholders.

    Now, more so than ever before, companies are also expected to be good corporate citizens.

    Companies need to be responsible and they will be held to account based on what value they add to their stakeholders too.

    Capitalism with a human face and a social conscience is the wave of the future.

    Archan Mehta

  2. Hi Mindy,

    Thanks for writing this article. Just curious, since I am known more for graphic design than copywriting, is there a market for designers, too? Or do most companies already have their own people working on social marketing causes?

    Best, Keith


  3. Just a suggestion...keep this in mind when writing your "Cause". When you leave this world you take only with you the memories...you leave the footprints. Its the degree of those 2 items that you write towards for success. dwbucker@lasd.org

    Dale Buckeridge

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