Today I got home from a congregational church meeting, one where finances were discussed, and it got me thinking about marketing for a cause. Not everything has to be about monetary gain for yourself. Once in a while, it might not be such a bad idea to market for a cause. But what cause and how do you go about it? This article is going to briefly discuss those two issues.

As far as what cause to market for, that has to be one of personal choice, obviously. However, there is something that you should keep in the back of your mind when you choose that cause. Are you choosing it to really help raise money for the cause or are you doing it to bring attention to yourself. Let’s be honest about this. Some people do things like this because they enjoy making a big deal about how they’re giving to charity. These are usually people who have tons of money to throw around and want others to know that they’re not just blowing it all on whisky and women. I don’t think I need to say more on this issue. Let you conscience be your guide.

What about how you’re actually going to go about marketing for this cause? Are you going to do it publicly or are you going to be private about the whole thing and just take the money you earn from it and give that money anonymously? Believe it or not, how you go about this makes a big difference and it’s something that most people don’t think about. See, when you publicly market for a cause, meaning that all your advertisements specifically say that all proceeds are going to such and such a charity, you are going to get people who, out of skepticism, won’t make a purchase regardless of whether they need the product or not. Like it or not, there are people like that. They see “charity” and they run in the other direction.

Conversely, there are those who give to all causes, or at least many, and marketing incognito will make it so that those people, who might have purchased, probably won’t UNLESS it is an item that they really need. So as you can see, there are pros and cons to both methods. Don’t think just because you plaster the words “for charity” on your site means that the money is going to be pouring in.

Either way, it would probably be a good idea to do two things. The first is to make sure that the item you are selling IS something that people need or want. You have a better chance selling “get out of debt” books than selling “how to plant tomatoes” books in this poor economic climate. The second is to make sure you sell it at a price that is almost impossible to pass up. Since you’re not promoting this for a profit, it’s units that you’re after in order to give as much to charity as possible.

Please don’t get the idea that I’m saying you have to market products and services for the purpose of giving to some charity. However, if you DO decide to do this, you might want to make notes of the points above.

They just might make the difference between a successful and unsuccessful campaign.

To YOUR Success,

Steven Wagenheim

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