cause marketing

To grow a large successful business, there are many areas your business must address that combine to form the necessary elements for success. First, the foundation for success must be based on the company’s commitment to a unique, “service to humanity” oriented product line that is highly consumable. Of almost equal importance, however, is the Mission Statement that forms the “Soul” of the company. It’s that philanthropic commitment and intangible belief system that sets MLM companies apart from most traditional businesses. In order to continue to act as a bonding agent between the distributor and the company, rarely can a company’s mission statement be based solely on financial rewards. Because as soon as the next “new money deal” comes around, distributors are lured by the promise of bigger profits or easy money.

People love a worthy cause. One of the things that separates humanity from the animal kingdom is that we all want to make a difference and a contribution that makes this world a better place for our families, our friends and all people. Part of our human character wants to do something meaningful with our lives. Most of us feel that we are, to some degree, “our brother guardians,” whether we recognize it or not. We know there are those who need our help but may feel powerless to do anything about it.

It was three decades ago that Bob Dylan first sang the words “The times they are a-changin’.” Well, times are still changing, even faster and more furious than ever. And it seems that the change is for the better.

Of all places, this latest revolution comes from corporate America. Big business is rising to the challenge of social relevance, in the most amazing conversion since Ebeneezer Scrooge.

This move toward global responsibility, for example, was magnificently manifested by Ted Turner’s “no strings attached” donation of $1 billion to the United Nations. And it wasn’t just altruism: The media mogul’s gift was an exercise in what marketing analysts call “philanthropic economics.”

Simply put, informed investors and sellers are discovering that kindness and goodness sell. Advertising agencies and public relations firms are increasingly convincing their clients that consumers feel better buying from a company with a heart.

Marketers now realize that sponsoring a service cause, while at the same time selling their product or service, is endearing them to their customers. Global awareness is the order of the day: greed is out.

There are a number of reasons for this phenomenon, but the most basic is a matter of human survival. Our land is in danger with problems that we simply cannot ignore, no matter what our socio-political convictions are. We are realizing that as a race we are renters, and Mother Nature is sending a warning to the people of this planet: “Stop vandalizing property or you will be evicted.”

Consider the following global and societal challenges:

* Illiteracy

* Minority communities affected by poverty

* Environmental abuse

* AIDS Homelessness

* Destruction of wildlife and habitat

* Low quality educational systems

* Elder neglect Child abuse

So that the parish of the planet does not solve these dilemmas. But who is in charge of repairs? Over the years, society has largely left these challenges to government agencies, nonprofits, and churches. I mean, the money to fight the evil plaguing this planet came from car washes and bake sales. Well that is changing. Now, companies are stepping in to help shoulder the burden. To be sure, their motivation is not always purely altruistic: the consumer demands it.

Today’s consumer is more solution oriented and very aware of what is wrong with the world. Because they are more socially and globally conscious, they tend to avoid companies they see as willing to sacrifice the future of humanity on the altar of greed. The new reality is: corporations must align with the expectations of socially sensitive consumers or be left in the dust of their more enlightened competitors. Companies that align themselves with worthy causes and respond to issues affecting their customers, on the other hand, are being rewarded at the cash register.

Here are a couple more examples of companies that have turned their cause into money:

The Body Shop: The Body Shop, an $800 million cosmetics company founded by Anita Roddick, has gained a loyal following by using recyclable packaging, refusing to sell products tested on animals, and buying materials from underdeveloped areas to improve their standard of living.

Ben and Jerry’s Homemade ANC – Founded by Ben Cohen and Jerry Greenfield and located in Waterbury, Vermont, this company built an $80 million business to help local dairymen by buying milk and cream locally. To fulfill their sense of social responsibility, they created the Ben and Jerry Foundation, which gives 7.5 percent of pre-tax profits to nonprofit organizations.

So who is leading the way? They are the entrepreneurs at the forefront of this economic revolution, and it shouldn’t surprise you. After all, entrepreneurs define themselves as “enlightened capitalists.” The entrepreneurial mind is resourceful and creative. They must, by necessity, look for ways to continually improve their products, packaging, and presentations. It is natural for a cause-driven business organization from the start to incorporate the concept of philanthropic economics into its business mission.

The most prominent of all cause-driven business entities would have to be multi-level marketing. MLM is capturing the hearts and minds of enlightened capitalists around the world; in much the same way that franchising has moved from the fringes of free enterprise into the mainstream of commerce.

It may be, in fact, that the reason for Multi-Level’s rapid rise is that the very soul of MLM is tied to a cause. It is a belief system that differentiates MLM companies from the traditional direct selling organization. The foundation for success in multi-level marketing is usually based on the MLM company’s commitment to a unique and highly consumable “help humanity” service or product.

Multi-level leaders have discovered that material gains and money are simply not enough to bind the company and the distributor together. They could easily be lured by every new money deal that comes along, if money was all that mattered to the dealer. However, their own lives are affected by that company’s health product, so they want to share the good news with the world.

It is a mission that goes beyond money. MLM distributors are galvanized by a sense of destiny. There are three things, it has been said, that you should never argue with someone about: 1) their politics, 2) their religion, and 3) their vitamin supplements. Why is this? Because these are loyalties that have no economic basis. Attach a “cause” they can fall back on and the synergy you can create is incredible. Speaking of dynamics! The air is charged with an infectious, almost missionary zeal for one’s company, service or product.

This could be an important “moral” of all this: your business should consider partnering with a social cause and conscience. It has been shown that these types of companies have more staying power in the market. The bottom line is that people like to do business with companies that are doing well by doing good.