I’ve found myself baffled recently that people don’t understand what I’m saying when I pull out my rant-box, climb up and start pontificating on the importance of cause branding. It’s been evident to me for some time now (though I’m not claiming lucidity) that there is a significant and confusing amount of overlap when it comes to cause branding, cause marketing, philanthropy and even sustainability.
And it occurred to me that there is a serious differentiation that needs to be made when we’re discussing your brand and its involvement in this realm. There’s not a one-sized-fits all approach, as it turns out.
Philanthropy
Philanthropy is a one-way street. Give without expectation of reciprocation. It’s deeply rooted in altruism, though there are financial tax benefits as well. Most of us have participated in philanthropic efforts at one time or another when they see a true need. Take 9/11. Haiti. Some give out of obligation or guilt, some give because they truly care. From a branding perspective, does it make sense for a brand to be a philanthropist? Of course! Does it make sense for your brand to donate a portion of its proceeds or sponsor a worthy cause? Absolutely. You’re earning brand capital when you do this. Demonstrating that you recognize the need to do the right thing and support your community, whether it be a global or local effort. Great philanthropists earn deep respect because they not only know how to monetize, they believe in sharing the wealth. But make no mistake about it, philanthropists always monetize first. This is how they ensure their survival.
Cause Crusading
Sometimes, though, there are companies (and, by extension, brands) whose very essence positions them well to become cause crusaders. The core values of the company align in perfect symmetry with some cause out in the world and they see the connection, grab it and run. Yes, they probably donate money to the cause but they go beyond dollar donations to weave the cause into the fabric of what they’re about. They involve employees in volunteering their time and talents to help further the cause and the organization becomes stronger for it. They talk about the cause with their customers and raise awareness in addition to money. Their passion for the business is fueled by the passion for the cause because they’re one in the same. The trick here is that the organization must know definitively, without a doubt, what it is they’re about. Their “Why“, if you will. This goes beyond your product or service. So…does it make sense for your brand to become a cause crusader? The answer is: it depends.
The Shopper and The Farmer
Let’s look at gardening to help clarify this. There are two types of people when it comes to fresh veggies. The first type is the shopper. The shopper appreciates fresh produce and may even go out of their way to shop locally and/or organically to ensure they’re delivering quality food to their dinner tables. They see the value, they know its importance and they’re happy to pay the money to include fresh vegetables into their lives.
The second type is the farmer. The farmer feels a call and responsibility to the land. Fresh vegetables are not only important, they’re a way of life for the farmer. The farmer gains satisfaction from the process of planting the seed, working the soil, tending the plants and watching them grow to reap a bountiful harvest. They may shop, as well, but they must grow to feel complete.
The farmer is not better than the shopper. In fact, the farmer may need the shopper for her very livelihood. They both see the value, but from different perspectives.
So, how the heck does this all relate to your brand? Read carefully, because this is important.
You need to know whether your brand is a shopper or a farmer. A philanthropist or a cause crusader. Here’s why. More and more, consumers expect their companies to participate in causes in a meaningful and authentic way. If you’re a shopper pretending to be a farmer, you’re going to be ignored at best and publicly humiliated or shunned at worst. Because the name of this game is authenticity.
So if your brand is a philanthropist, great! Embrace that. Own it. Find creative ways to support your cause of choice and help others follow in your footsteps. But don’t pretend you’re a cause crusader. Because if you do, no one will see the good you’re putting out there and respect you as a philanthropist because they’ll be too busy calling you out on the carpet for pretending to be something you’re not. And that’s a shame.
And if you truly ARE a cause crusader, that’s great, too. Make sure you’re incorporating your cause into the fabric of your strategy. Be super clear on your core purpose and operate from that place above all else. Choose your partners wisely and evaluate their effectiveness. Communicate clearly and often. Show us what you’re made of. Set an example and raise the bar of possibility.
This is a bit of a new twist in my own personal thinking. What’s your take? What examples of philanthropists and cause crusaders do you see in your world?
Image credit to Ségozyme
Receive future posts via RSS or Email.
Excellent article, Megan. I love how you help me focus my thinking. Intellectual distinctions are important.
Thanks, Nate. Just happy you’re reading.
You say that this is a “new twist in my own personal thinking”, well keep it up! I work in social media, and one of the challenges in speaking to businesses about social media marketing is in helping them to identify and then expand on their “voice”…their own thing that identifies them and might then be carried forth as a banner of sorts. You have artfully crafted a post that delivers some actionable ideas for alignment. Philanthropy and Causes have always been a strong alliance when woven into the fabric that becomes a businesses face to the world.
As a compliment to strategy and empowering a community, you’ve all but set out the framework of a solid plan of action here. Well done, you’ve given me some food for thought. I really appreciate your post today!
James, thanks so much for the compliment.
I find social media to be a fantastic marriage with cause-related marketing and cause branding in general. As my thinking evolves, I also think it can be a useful tool when your brand is more of a philanthropist.
And, your point is a good one – it’s soooo important to know what your story is to be able to communicate it clearly.
Appreciate your feedback.
Interesting post. I think you bring some good clarity here to a subtle but important distinction. I think the real key is the authenticity you point out, and not so much whether you’re a shopper or a farmer, but perhaps whether you are sincerely and in a committed way a shopper or a farmer.
If your company brand acts like a farmer, you better be fully committed to it. Just buying some overalls, a tractor and a hoe isn’t good enough. You’ve made an investment, but you have to get your hands dirty. Your work flow, hiring practices, resource investment, etc, should reflect that you’re a legit farmer rather than a ConAgra exec in a photo op.
I think I’m saying the same thing you are, but maybe we’d differ slightly on where the key fault lines are (as in I’m saying the scale is left v right and maybe you’re saying it’s up v down, if that makes sense, when really it’s both).
At any rate, some interesting brands to consider:
http://www.ethoswater.com/
http://www.starbucks.com/responsibility
http://www.credolongdistance.com/
http://benandjerrys.com/
http://sambazon.com/
Thanks for the comment, DJ…sounds like we could have an interesting discussion about this someday!
Totally agree about the “Authenticity” portion and love your continued analogy of the farmer and point about “getting your hands dirty”.
Thanks, also, for the links. Some are new to me and will certainly be checking them out.
Hi Megan–
Very interesting analogy you make here. I’m with a small consulting firm that specializes in strategic community investment and we often find that people have such a different idea of what philanthropy is, especially when it’s weaved into a company’s marketing strategy. We’ve seen a few very successful corporate and nonprofit partnerships that work for a company that is philanthropically inclined, but does not want to simply give to give. Rather they give strategically to a cause that aligns with its business objectives and provides a ROI. So based on how you have defined philanthropy and cause crusader, by creating a partnership, a company is not one or the other. Do you believe there can be a hybrid of a shopper and farmer? Thanks for provoking great thoughts! We’d love to hear your thoughts on our blog where we discuss similar topics (corporate philanthropy, cause marketing, CSR) http://www.gallowaygroup.wordpress.com
Thanks so much for the comment, Jane.
I recognize that my analogy has some over-generalizations and I guess I see the “Shopper” and the “Farmer” as existing on different ends of a spectrum.
In my opinion, a strategic partnership with links to business strategy and ROI is in farmer territory for sure, though I’d be interested to know more about the specific examples you’ve experienced. To me, it’s the “digging in” that matters. Looking at the ROI and strategy means taking a different approach to philanthropy.
Will definitely be checking out your blog – thanks for dropping by!
Megan, your first sentence made me laugh! Thank you. Sometimes we start to take it all so seriously (I know, it is serious stuff, but not all the time). I like that you empower companies to be *just” philanthropists if that is what suits them. Really critical advise you mentioned for cause crusader companies: align it with your mission, choose appropriate and responsible partner, communicate, evaluate, communicate again. Consumers are real people; we’d rather hear the good and the bad and make our own evaluations, than be spoon-fed glossy accomplishments and PR blurbs. Thanks for this.
Thanks, Olivia. I think we so often get too myopic about what WE’RE doing and we forget that your point is exactly correct…at the end of the day, consumers really want good information with which to make their own decisions!