Print full article

Paying it forward: How cause-specific marketing can boost your brand

Consistency counts
Many jewellers benefiting significantly from cause marketing support the same organizations with the same events year after year. Loyal customers know about these events and are inclined to participate annually, planning purchasing around these initiatives. Having a known reoccurring commitment to a cause is particularly appealing to customers who are motivated by a desire to help their community. Invest in local efforts, too! Commit to maintaining relationships with the organizations you support beyond the month that cause is known for; to do otherwise reeks of unappealing opportunism.

Utilize your social media outlets to make the most of your campaigns.

Share, share, share
Your business needs to utilize every marketing channel available. This is how you let the public know about your cause marketing initiatives. Current and upcoming campaigns should appear on your website and social media outlets. Use messaging apps to invite your VIP customers to fundraising events on an individual basis via text message. Better yet, personally invite them to events over the phone. You’re building that personal bond between your business and customers by showing your investment to them and the cause. When you’re trying to reach your entire clientele base, frequent e-mail newsletters and promotional e-blasts work well, too. Expand your message and connect with local television, radio, and the print advertising venues you are already working with— they will often help you promote cause marketing events for no extra charge. Don’t forget to explore guest appearance opportunities and local community calendar listings.

Use your website as efficiently as possible. There should be a designated page on your website for charity involvement. Here, you can explain your mission and vision for charitable giving, what causes your business supports and why. Share pictures from events you’ve hosted, divulge how much money you’ve raised for causes, and explain why those organizations are meaningful to your business. Make sure to include links to all the charitable organizations you support. Not only is this great for your search engine optimization (SEO), but it’s a nice way to let your customers get a better sense of who you are and why they need to do business with you.

Think about it
It’s okay to be selective with your initiatives. Business owners are often bombarded with requests to support local causes, and while a jeweller wants to maintain positive working relationships with influential people within a community, it’s perfectly acceptable to decline a charitable opportunity. It’s better to reserve your giving for causes you are passionate about and not just a photo-op. Choose campaigns strategically; your philanthropic integrity depends on it. 

Jennifer Shaheen is president and founder of The Technology Therapy Group, a full-service marketing agency that helps independent jewellery retailers and growing brands connect effectively with their target audience. She writes regularly for Bank of America’s Small Business Forum and is a regular speaker at industry events, including American Gem Society’s (AGS’s) Conclave, Polygon, and more. Shaheen can be contacted via e-mail at or connect with her on LinkedIn or Twitter @TechTherapist.

Leave a Comment


Your email address will not be published. Required fields are marked *