Breast Cancer Awareness Month is coming up in October and is easily one of the biggest cause marketing events of the year. Like all cause marketing events, it’s an opportunity for your business to show its support for an organization or cause and gain positive PR and more for your brand. This is the first in a series of posts that will take a closer look at cause marketing.

The term “cause marketing” was first coined in 1983 by American Express when the company had developed a campaign for the Statue of Liberty. In this promotion, American Express donated a penny for each charge by their card holders. The four month campaign resulted in over $2 million for the project.

Cause marketing is more than writing a check to a charity and then issuing a press release about it. It is a partnership between a for-profit business and a non-profit organization. In this partnership, the business builds a marketing campaign to fit the needs of the organization. Often times the business becomes an active participant with the organization.

This relationship is mutually beneficial. The charitable organization receives needed funds and exposure to the business’ customers and employees. The exposure can result in an increase in support and personal donations. This effect can be huge if the business has a loyal base or niche.

The positive PR the business receives from a well executed cause marketing plan can have multiple benefits. Brand loyalty is strengthened among current customers. New customers become loyal as they see the business as another way to support a cause that they are passionate about.

In fact, studies have shown that consumers will switch brands based on causes that they support. Increases in brand loyalty and new customers mean increased sales and your bottom line. This again makes cause marketing more than a donation, but an investment in your business and the charitable organization of your choice.

With Breast Cancer Awareness Month in October and the holiday season immediately afterward, the coming months will bring plenty of opportunities for cause marketing. Start planning now to help a worthy organization or a great cause. Not only will your business will see the benefit, but you will help make the world a better place.

What are some of your favorite cause marketing campaigns or causes to be involved in?

Check in with the Newton blog over the next few weeks for more on cause marketing. Watch for updates on Twitter or Facebook.