How to Find Cause Marketing Clients
Yesterday, I told you a proven way to zero in on a cause you support that you can get paid to write about.
Today, I want to explain why the backers behind any cause marketing campaign — both the corporations and the nonprofits — want to hire writers who understand cause marketing.
On the company side, cause marketing brings:
- Brand recognition
- Higher sales
- Satisfied shareholders
- Greater employee retention
- A better image
- More supporters for their brand
And that’s just the tip of the iceberg.
On the nonprofit side, cause marketing means:
- A boost in awareness for the nonprofit’s cause
- More funding
- Better results
- Corporate marketing muscle
- Differentiation from all the other causes out there
When a cause marketing campaign is done well, it’s a win-win situation for both partners.
But if things aren’t done right, the campaign won’t perform as well as it could. That means a loss of revenue for the company, and a loss of support for the cause.
When you approach cause campaign partners as potential clients, your goal is to show them how well-written copy can boost results on both sides. This is where good copywriting training comes into play.
My favorite approach is to show a new cause-client spec examples. So, not only do I explain my connection or motivation for their cause, I offer specific suggestions on how they can improve their communications.
And then I give them one or two examples — sample or spec assignments, really — of what I can do for them.
This is where their eyes light up, I hear something along the lines of, “Oh, I get it!” … and then we talk about what kinds of writing projects they need me for.
Because of the goodwill that surrounds cause campaigns and the commitment from both sides to see the campaign succeed, potential cause clients are more open to copy suggestions than any other type of client I’ve come across.
Try your hand at a few headline suggestions or a spec blog or email for one of the organizations you’ve identified so far this week. Make sure you start by researching the key emotions your prospect feels, then tap those emotions with your copy. Then, you should actually send the specs out — it’s great practice and could lead to a real paid project. Once you show a cause client you’re serious about writing for them, doors can open in ways you’ve never expected.
Which specific cause partnerships are you tempted to send specs to? I’d love to know.
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 »