By Ann M. Hoscheit, OD
Cause marketing, which is when a for-profit business and a non-profit organization align for mutual benefit, not only aids the cause you support, but also adds value to your business. Research has found three key consequences of cause marketing:
• Doing good attracts people (both employees and patients)
• It builds brand awareness and loyalty
• It boosts employee morale and may even provide an opportunity to broaden their skills sets, not to mention their lives
Take a look at these 4 successful examples of cause marketing to inspire a strategy for your practice:
1. Trunk Full of Fun. Trunk shows are a great way to showcase your products and your community support. You can select a non-profit to receive a percentage of the sales from the event. Or, you can provide your customers with a list of your non-profit partners and ask them to select an organization they support. At the conclusion of the event, names are drawn, and 50% of the winner’s purchase price is donated by the practice to the non-profit, and—to make it even more thrilling (and engaging) for the participants—the other 50% goes back to the patient. When it comes time to present the check to the non-profit, be sure to include the patient as well as your doctors and staff. And don’t forget the camera! Check presentations make great social media content, and while these posts won’t necessarily go viral, they will certainly get their share of engagement!
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