5 Examples of Cause Marketing in Social Media

Many large companies are using social media for their cause marketing efforts in a particularly effective way.

Marketing isn’t always about promoting a brand – sometimes, marketing promotes a cause. Like with all types of marketing, social media is a valuable tool to increase awareness and engage people, but there are good and bad ways to use social media for cause marketing. These companies and charities are doing a good job using social media for cause marketing.

1. Chase Community Giving

Social media cause marketing

The Chase Community Giving project is a great example of cause marketing in social media because it relies solely on interaction. Since 2009, the cause has called on its Facebook fans to vote for their favorite charity or non-profit to receive a donation from Chase bank.

Chase Community Giving

Chase Community Giving also uses current events and holidays to spread the word about related charities – such as Military-related charities for National Military Appreciation Month and the Arbor Day Foundation on Arbor Day.

Chase Community Giving

2. Johnson’s Mother’s Day Campaign

Johnson's Baby Mother's Day Campaign

Johnson’s Baby also timed a social media cause marketing campaign with an upcoming holiday. The company is donating a dollar to Save the Children for every like or share on one of their Mother’s Day cards.

Johnson's Baby Mother's Day card

This technique works well for cause marketing in social media because it encourages people to like and share the organization’s posts for a good cause. Plus, by sharing the posts, Facebook users can also wish a Happy Mother’s Day to their family and friends in a way that is much more meaningful than a simple “Happy Mother’s Day” on someone’s Facebook wall.

3. Kellogg’s “Share Breakfast” Campaign

Share Breakfast - Kellogg's

Kellogg’s set a goal to serve one million breakfasts to children who are in need of food. In order to reach this goal, the company created a Facebook post, a set Tweet using the hashtag #sharebreakfast, and a pin on Pinterest, and promised to feed one child breakfast for every share.

This style of social media cause marketing works well because it goes across multiple social media channels. The donations are not limited to shares and likes – people can Pin, Tweet, and Post as much as they want to contribute to the cause. However, each post still links back to the organization, allowing them to track how many donations they’ve earned.

4. Panera “Food Chain Reaction”

Panera Food Chain Reaction

Panera Bread is partnering with Feeding America to provide soup for the hungry. The campaign encourages uses to invite friends to join “circles” in a Facebook application. For every completed circle of five people, Panera donates one bowl of soup.

The “Food Chain Reaction” relies on Facebook users connecting their friends to the cause and encouraging them to help out, but does so in a way that is far more unique than the typical “Share this post” or “Like this page” strategy. Though Shares and Likes do go a long way, standing out and doing something different on social media is a good way to grab people’s attention.

5. Elizabeth Arden’s “Pin it to Give It” Campaign

Pin it to Give it

The cosmetics line Elizabeth Arden and the Look Good Feel Better campaign teamed up to bring “Pin it to Give It” – a campaign to donate eyeliner to women with cancer through Pinterest.

“Pin it to Give It” is a good social media cause marketing campaign because its target audience aligns with the main demographics of the site it uses – Pinterest users are mostly female, and Look Good Feel Better benefits females. The inspirational message behind the cause is one that many Pinners can understand – sometimes, feeling beautiful on the outside also makes you feel beautiful on the inside.

Pin it to Give it

For more examples of social media cause marketing, contact Markitors.

Nonprofit Social Media Strategy

How do you develop a nonprofit social media strategy to raise money through donations?

Nonprofit Social Media Strategy

Markitors approach to developing a nonprofit social media strategy:

The OM Foundation set off to raise $1 million to help children with disabilities live a life without limits. OM’s founder, Bonner Paddock had successfully raised funds in 2008 when he became the first to climb Mount Kilimanjaro with cerebral palsy. Now, he was setting out to become the first person to complete IRONMAN Kona with cerebral palsy in order to raise funds for the foundation. He needed a nonprofit social media strategy to help him cross the finish line.

Markitors was tasked with maximizing the exposure Bonner’s quest would receive online so that OM’s $1 million goal would be met. Markitors created the nonprofit social media strategy and executed the strategy to allow Bonner to train for this historic attempt.

The goal of the strategy was to show fans that they could live a life without limits. To drive home this message, posts, advertisements and campaigns consisted of the following:

  • Daily updates of Bonner’s training progress with photos documenting the journey
  • Multimedia updates showing how the foundation spends donations.
  • Optimization of donation buttons to make it easy for fans to contribute
  • Advertising campaigns with custom landing pages to raise awareness of Bonner’s attempt

Here were some of the highlights that resulted from the nonprofit social media strategy and Bonner’s completion of IRONMAN Kona:

  • Raised more than $500,000 for the OM Foundation
  • Allowed fans to feel like they were with Bonner as he trained for Ironman
  • Used video content as advertisements to increase Facebook “LIKES”
  • With the OM Foundation receiving $1 for every new Facebook “LIKE,” we doubled Facebook LIKES in 6 months

By creating and executing this nonprofit social media strategy, OM Foundation was able to spread their “Life Without Limits” message in a unique way while raising funds for their foundation. We encourage you to like OM Foundation on Facebook and visit the foundation’s website to contribute to Bonner’s cause.

Markitors is spelled with an “i/o” for input output. We’re an analytical digital marketing agency in Phoenix that blends marketing and auditing to help nonprofits improve their online presence. Contact us for an assessment of your nonprofit social media strategy.

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