So apparently I was onto something before I ever realized it was something. More often than not when I put together an event I chose a charity and figured out a way to give back in some way to this cause. It officially has a name though, It's called cause marketing and it's a growing trend. The act of giving to the less fortunate is as old as time and spotted everywhere from the Bible to bloggers. What exactly is cause marketing? A few descriptions I was able to find online are "A relationship that bridges commerce and cause in ways that benefit both parties" and "doing well while doing good." Simple really. The laws of abundance reward those that actively give. What does this look like in our world? I hosted several events at my salon that combined the opportunity to give back with the opportunity to spread the word about my business. Here is the anatomy of one of my cause marketing events.
I was moving locations and decided to hold a combination open house and charity event. Several months before the move I secured the charity I would be working with. I chose the local Women's shelter that was building a new facility . I pounded the pavement for weeks securing gift certificated from area businesses. I asked for gift cards from coffee shops, clothing retailers, chiropractor, book store and restaurants at nearby locations. In total I secured donations from thirteen businesses. This was actually pre Facebook so I asked them to put up a poster in their location and share the event with their customers. Now I would create the event and have each company post it on their wall with a link to the charity. Win, win and win. I agreed to place an ad in the local paper naming each business that participated as well as invited the local media to the event. All business owners and their staff were invited and I also had a representative from the shelter attend with literature about their services. Attendees could purchase raffle tickets for a dollar each and we drew winners all evening. I included several gift cards to the salon as well. All told we raised several hundred dollars for the shelter and created a buzz for all participants. It was a great feeling knowing that I helped their cause in some fashion and created awareness in hopes of continued support. Partnering with a charity is good for business and good for the soul of your business not to mention, smart marketing.