Why Clients Want to Hire
Cause Marketing Writers
Cause marketing means an exciting new opportunity in the world of freelance writing, and for a couple of reasons.
For starters, it’s the chance to work on partnerships between nonprofit organizations and for-profit companies that promote a good cause and bring the partners mutual gain.
And there is plenty of satisfying work and the chance to promote issues you’re passionate about.
But when it comes to getting started as a writer for the cause marketing industry, the first question I get asked is this:
Where do I go for clients?
Like any writing niche, there are no hard-and-fast rules. You can meet clients anywhere, whether it’s a networking event, a job board, or simply by shopping at a local store.
What I can tell you is that when prospects hear you specialize in cause marketing — an industry few people understand well — their ears prick up, and they get a whole lot more interested than if you’re just a generalist.
There are also multiple “entry points” for cause marketing jobs. By that, I mean you can approach a campaign from the corporate side or the nonprofit side.
You can also use cause marketing knowledge to approach existing clients, in any industry, at any stage in the cause marketing process.
But as with approaching any client, it’s smart to understand and be able to explain the benefits you’ll bring to the company. So below, I’ve listed some of the different reasons both companies and nonprofits would want to hire cause marketing specialists.
Why Companies Want to Hire Cause Marketing Specialists
1) Cause marketing makes the company look good
Consider Target Stores. The company has a long history of charitable giving, but — like most companies over the last few decades — they didn’t make a big deal about it. Which meant customers didn’t know anything about the company’s good deeds.
But in the 1990s, other businesses in direct competition with Target began publicizing their own socially-responsible acts. Even though their efforts were on a much smaller scale than Target’s, they started gaining favor in the eyes of customers.
But Target was smart. They publicly linked up with nonprofits and let the world know about it through different sales promotions. Target’s image got a big boost, and their cause-related sales went up.
For writers, this proves that anybody who can clearly trumpet the cause-related gestures of a company is going to be in high demand.
2) Cause marketing makes employees happy
Cause marketing writing isn’t just for a company’s public side. It’s been proven that companies involved in social responsibility have a trickle-down positive effect on employees. Morale goes up and both recruitment and retention improve.
According to the latest Cone Cause Evolution Study, 77% of Americans say corporate citizenship is a priority in the decision to work for a company. And 72% would like their employers to ramp up social commitments.
On the flip side, 85% of Americans say they’ll leave their jobs if they work somewhere with negative social responsibility practices. They’d also be less loyal to their jobs and would refuse to invest in company stock.
So putting out copy that explains a company’s commitment to social responsibility can really make a difference in company culture.
3) Cause marketing means profits
Cause marketing can help companies boost sales. It also makes buyers more loyal and more likely to recommend a brand to a friend.
It’s easy to be cynical about a company profiting from a good cause. But profits are essential for the long-term survival of any company.
That’s why smart companies not only launch cause campaigns, they use well-crafted copy to make sure everybody knows about it — and to explain how they’re conducting their cause campaigns so consumers have proof that it’s not just a way to make a sale.
Why Nonprofits Want to Hire Cause Marketing Specialists
1) Smart cause marketing copy helps nonprofits stand out
There are more than 1.5 million nonprofits in the U.S. today. You can bet that a lot of them struggle to get noticed no matter how dedicated they are to their mission. To survive, nonprofits need funding and involvement.
By publicly partnering with a company, nonprofits can stand out from all the other causes.
To do that, they need to communicate details about their partnership. That’s where a cause marketing writer like you comes in.
2) Cause marketing gives nonprofits access to unique publicity campaigns
In the past, nonprofits focused their resources on building donor lists and asking for donations. But by pairing with a company, they can access new marketing channels.
Consider the (PRODUCT)RED Campaign, a cause marketing campaign that’s become a brand in itself. Officially, it’s a partnership between the Global Fund to Fight AIDS, Tuberculosis, and Malaria, and companies like Nike, Gap, and Apple.
The campaign is supported by products that sport the color red, often with the copy “(RED)” — from iPod covers to t-shirts to book bags, and all of which are sold at partner store locations.
On its own, the Global Fund would likely focus on fundraising. But by pairing with well-known partners, the effort has spread into documentaries, commercials, an interactive website, music concerts, and retail branding.
Most nonprofits lack the workforce and marketing savvy it takes to get noticed, so it’s a huge plus to combine their knowledge about a cause with the business muscle of a corporation. And that means they need a whole lot more copy to let people know about their marketing goals.
3) Cause marketing makes accountability easier
Thanks to the speed of the Internet, consumers have higher expectations for nonprofits. They want transparency. They want to know how their contributions to a specific organization are being put to use.
That’s why a cause marketing writer plays a crucial role in a cause campaign. You can give a nonprofit the voice it needs to articulate details about cause campaign funding and how it’s being used.
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 »