How small businesses can use cause related marketing

Dear Professor Bruce:

How can my small business take advantage of cause related marketing opportunities in my community?

Answer: Cause related marketing opportunities provide great exposure for small and large businesses. Supporting local nonprofit organizations in your community can benefit all parties - providing financial support to charities while demonstrating your business is committed to making your community a better place to live. Often, small businesses may believe cause related marketing is only for major corporations with large budgets. Today, there are many opportunities for companies of all sizes to show support of their favorite charities.

Organizations like the National Multiple Sclerosis Society and other health-related charities like March of Dimes, American Diabetes Association and the American Heart Association offer many community-based events providing excellent opportunities for businesses of all sizes to become involved.

Betty Ross, Associate Vice President of Campaign Development for the National MS Society, says, "company teams for Bike MS and Walk MS not only provide much needed fundraising dollars, but provide companies with a turn-key opportunity to create visibility".

Companies can organize teams of any size including their employees and their friends and family walking under the company banner. Companies can provide t-shirts or cycling jerseys to their team members with their logo making themselves visible to hundreds or thousands of other walkers or riders, other companies and even the media. Companies can sponsor their team financially or offer incentives to encourage participation such as a day off work, lunch with the boss or other special privileges. The added value beyond creating increased awareness for the company is the benefit of building camaraderie among employees through participation in an event not to mention the health benefits of doing something physical.

Beyond teams, companies can connect with local nonprofits about donating services to offer budget relief contributions in exchange for recognition. This might include printing, food and snacks, trucks, gift certificates or merchandise for prizes. Some organizations offer sponsorship opportunities for things like mile markers, rest stops, etc.

While events offer broad exposure for companies, there are also opportunities for small companies to contact local nonprofits throughout the year about different ways to get involved by providing services or support to their clients.

For further information, please visit www.nationalMSsociety.org

Bruce Freeman is president of ProLine Communications, a marketing and public relations firm in Livingston, NJ and author of Birthing the Elephant (Ten Speed Press). E-mail questions to Bruce(at)SmallBusinessProf.com.