Cause and Not-for-profit Marketing Campaigns

If you are a member of a social media website chances are you have come across some form of cause related or not-for-profit marketing campaign. Whether it be a video, photo, website link or perhaps a status update from a friend, cause related and not-for-profit marketing on social media has become more apparent than ever. Thanks to the growing popularity of social media usage more people are becoming aware of social issues not only in their home country but around the world.

Cause marketing is generally defined as marketing that promotes ideas related to social issues which aim to get people adopt or change their behaviour and promote these ideas to others (Kotler et al. 2006, 264). Not for profit marketing is similar to cause marketing but is focused on the organisations itself. These organisations are not motivated by profit and instead rely on consumers to provide donations, bequests or some form of contribution towards a cause (Kotler et al. 2006, 264)

Most cause or not-for-profit marketing campaigns are targeted at generation Y because they possess a higher concern about social issues in comparison to other generations and are skeptical of traditional advertising; instead looking for emotional attachments with companies and brands (Furlow 2012, 62). It is also important to focus on Generation Y because according to Dickey and Lewis, this market segment is too large to ignore. The actions of generation Y will directly impact society and the economy by their work habits, purchase decisions, investment strategies, and general ways of life. (2010, 192)

References:

Kotler, Phillip, Stewart Adam, Linden Brown, and Gary Armstrong. 2006. Principles of Marketing. Frenchs Forest, NSW: Pearson

Furlow, Nancy. 2012. “Find us on Facebook: How Cause Marketing has Embraced Social Media.” Journal of Marketing Development and Competiveness 5 (6): 61-64. http://web.ebscohost.com.dbgw.lis.curtin.edu.au

Dickey, Irene and William Lewis. 2010. “Social Media Perceptions and Usage by Generation Y and Relevant Marketing Implications.” Journal of Business and Behavioral Sciences: 191-195. http://web.ebscohost.com.dbgw.lis.curtin.edu.au