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Capitalize on Cause Campaigns You’ve Been Part Of

Hi, it’s Mindy McHorse back to chat about the power and payoff in writing for cause marketing campaigns.

When I was 21 years old, I wanted to run a marathon in San Diego. To pull it off, I teamed up with the Leukemia & Lymphoma Society.

In return for getting coached and being part of their training group, I agreed to raise $3,000 for their cause.

The challenge of training for a marathon didn’t faze me. I was young and fit. No sweat, right?

But I thought it’d be terribly hard to come up with that much money.

Funny thing … I was WRONG on both counts. Long-distance running did not come easily for me. I survived the marathon but saw stars as I tripped across the finish line.

In contrast, the money I needed to raise flowed in — and I surpassed my goal. Turns out when you start asking people to give back, they’re usually more than happy to oblige.

I often think of that experience thanks to an old, faded T-shirt from the event that still hangs in my closet.

How about you? Do you have a T-shirt from a cause you supported or projects you played a role in? Maybe instead you have a plaque, or a photograph, or even just a memory.

These are starting points for cause campaigns you can get involved with. Look online to see whether those causes or nonprofits have campaigns built around them.

In my case, a quick scan of the current Leukemia & Lymphoma Society website shows they have a partnership with Burlington Coat Factory. It raised $3.5 million last year after asking customers to buy balloons for $1, $5, or more when they visited Burlington stores.

Macy’s is another partner. On August 24th, they did a campaign where you could make a $5 donation to get 25% off all purchases all day at Macy’s.

Because I want to do more cause-based writing in this area, my past experience gives me a perfect “in.” Thanks to their existing partnership, I can approach the Leukemia & Lymphoma Society, Burlington Coat Factory, or Macy’s to start the conversation about writing for them.

If you want to capitalize on charitable initiatives you’ve been part of in the past, go straight to the original charity and ask if they’re involved in a cause partnership — if you haven’t identified one already.

Just like writing sales copy is easiest when you write about something you’d buy yourself, cause copy comes easier when you feel passionately about the charitable effort.

Remember, always go in with ideas when you approach a potential client. In this case, I see some opportunities on the Leukemia & Lymphoma Society partner pages where they could change some language so it speaks to buyers and donors — something that’s unique to writing for the cause markets.

Would I love to have any one of those companies I listed above in my client portfolio? You bet. I’ll tell you tomorrow why I think there’s a good chance they’re looking to hire writers like you and me.

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 3, 2013

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