How to Leverage Cause Marketing to Increase Visibility this Holiday Season

Yosuke Carter
Nov 27, 2018 8:02 PM


Now that IAAPA 2018, Thanksgiving, Black Friday, and Cyber Monday are behind us, we can all shift our attention from mass consumption to a day of giving on #GivingTuesday.

For those of you hearing about #GivingTuesday for the first time, it's a powerful idea that has become a worldwide phenomenon in the past six yearsThe acts of giving time, donations, or gifts are fueled by social media channels using the hashtag #GivingTuesday.

As you can imagine, it's a pretty big deal in the non-profit world.

When I was heading up marketing for a non-profit tech company back in the day, it was exciting to play an active part in the movement that has grown the past few years exponentially. 

Now that I'm in the amusement industry, I love seeing iconic brands like Disney support the Make-A-Wish Foundation while increasing social media engagement with their fans. 

Seeing our customers like Monster Mini Golf giving to public schools is also really rad.

I've always had a soft spot for acts of generosity and selflessness. I'm also a huge fan of seeing brands and non-profits working together towards solving some of the world's biggest challenges.

That's the essence of Cause Marketing or the collaborative effort between a for-profit and a non-profit for mutual benefit. In many cases, the non-profit gets donations while the for-profit builds awareness and brand loyalty.

This level of partnership seems like a match made in heaven for family entertainment centers who want to bring guests through the doors, but why don't we see more Cause Marketing campaigns in our industry?

Many of you already host charity events or offer Point-of-Sale donations every once in a while. In other cases, you might know how to access the power of gaining access to another organization's audience.

So how can you leverage Cause Marketing to increase visibility?

First and foremost, it starts with the genuine desire to contribute to your local community. The visibility you gain is only a result of your thoughts and actions. It should never be the goal.

Second, educating yourself on the pros and cons can help you to plan your campaigns more effectively. As will other blunders that are amplified on social media, it's always good to know best practices and how not to do things.

Check out this video for crucial considerations:




Finally, it comes down to trial and error. As with any marketing tactic or campaign, you have to try it and make adjustments. You may not always hit a home run on your first swing. By tracking key engagement metrics like the number of posts using your hashtag or conversion rates over time, you'll be on your way to increase your batting average.

It is in giving that we receive

The season of giving is a time to bring out the best in humanity. It shouldn't take a day like #GivingTuesday to give your time to volunteering or donating, but sometimes they act as triggers to remind us. 

Today's technology and social networks provide a considerable opportunity to amplify your existing values and beliefs. Gaining visibility that increases brand preference or loyalty is something that comes through giving.

Now find a local charity you support and find opportunities to collaborate. I'd love to see it and share it with our industry. If you have a Cause Marketing Campaign you're working on, or you'd like to chat about it, let's discuss in our Facebook Group


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