10 Cause-Related Marketing Campaign Examples That Inspire Us

 On select Fridays, I reward myself for completing another week by ordering coffee from my neighborhood's local Starbucks. Today, as usual, I went to the website to peruse the menu for something new to try.

Unintentionally, I went down a rabbit hole exploring the website. I'm glad I did, though — When I was exploring, I noticed an "Education" link. Clicking this link led me to Starbucks's College Achievement Program.

This initiative is done in partnership with Arizona State University, and offers benefits-eligible Starbucks employees the opportunity to go to college, tuition-free. Eligible employees can choose from 80 undergraduate programs and work out a schedule that's functional for them.

Starbucks started the campaign to encourage college accessibility. Financial and educational commitments make it hard for students to finish their degree plans. To diminish some of the barriers that keep people from graduating, Starbucks initiated this plan in 2018 to bring awareness to the inequality of college affordability and use their position to help employees.

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Upon learning about Starbucks' dedication to education — something also important to me — I was more motivated than ever to support the company. Because I knew my money was going towards college tuition, and happily ordered a larger coffee than I was planning on purchasing.

This scenario is one of many that can be the result of a successful cause-related marketing campaign, a tactic that makes a company's social responsibility the focus.

Here, let's dive into 10 incredible cause-related marketing campaigns — If you've recently come across an issue you want to support from a corporate angle, this post should give you the inspiration to get started.

What is cause-related marketing?

Cause-related marketing is a marketing method where businesses align themselves with social issues or beliefs that are important to them and execute a campaign accordingly. Companies use the tactic to bring awareness to a cause and show social responsibility.

It's likely you've come across cause-related marketing campaigns from your favorite brands. For instance, if you've ever completed a transaction with a donation to a foundation, you've participated in a cause-related campaign.

Oftentimes, companies will partner with a nonprofit organization for campaigns. When that happens, both parties can benefit from an increased reach from each other's audiences. Other times, companies choose or create a cause to support.

Cause-related marketing is highly beneficial for companies who want to improve perception of their brand. For example, as a consumer, brands that are visually socially responsible will always catch my eye. If I found out about a company from their cause-related post, I'd want to learn more about them and what they offer — and financially support the campaign.

Additionally, repeat customers who support the same causes will likely remain more loyal to a business that takes a stand for what they believe. When one of my favorite companies announced initiatives to improve sustainability, for example, I felt proud to support a brand that takes action.

Communities also benefit from cause-related marketing. Increased awareness opens doors for improvement. From the campaign and its support, social issues take massive steps forward.

If you're thinking of having your company take a stand, but are unsure of where to start, here are ten examples to inspire your choice.