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Brands that Give Back – Roundup of Cause Marketing Campaigns

Well, another month has flown by and here we are in November. If you haven’t yet, you can expect to start seeing holiday commercials, hearing songs in stores, big sales online and in-store, plus more reasons to gather with loved ones to celebrate.  

It’s easy to get caught up in the gift buying and holiday parties, I’m guilty myself, but we should also begin to see (and pay attention to) the companies and brands that give back and launch cause marketing campaigns. After all, it is the season of giving.  

What is Cause Marketing?

Brandwatch defines cause marketing “or cause-related marketing” as the efforts that help “non-profits and worthwhile causes but it also helps brands differentiate and drive business.” Because we live in a world where social responsibility is so important to many, cause marketing is becoming the norm – and not only around the holiday season, but all year round.  

Brands that Give Back

I know that I’m totally attracted to brands that give back. It makes me want to buy their products, use their services, etc., knowing that my purchasing power is helping others – be it people, animals, and the environment.  Brands that contribute dollars, products, services or other resources to a specific cause, provide an opportunity to connect with existing and new customers on a different level. They are not just facilitating a transaction. They are creating an opportunity to earn trust and a “socially-aligned” connection that will only reinforce brand loyalty.  

Below are some of my favorites brands that give back to a good cause.  

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Love Your Melon

Love Your Melon started in an entrepreneurial class, when two friends embarked on a mission to improve the lives of children battling cancer. The idea – putting a hat on every child battling with cancer in America. They achieved their goal of giving 45,000 hats and then set a new goal of giving one million dollars to pediatric cancer research. To date, they have donated 4.7 million dollars to the cause and over 149,000 hats to children with cancer.

The company promises that 50% of net profit from the sales of all Love Your Melon products is given to the Love Your Melon Fund to support their nonprofit partners in the fight against pediatric cancer. Beautiful! 

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Charity: Water

This company is a non-profit that brings clean and safe drinking water to people in developing countries. The best part – 100% of public donations go to the company’s water projects.  

The charity’s website states that 1 in 10 people lack access to clean water. But with everyone’s help, they’re on their way to change that. To date, the company has funded 29,725 water projects for 8.4 million people around the world.

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Pura Vida Bracelets

The story behind this jewelry brand is so heartwarming! Two friends traveled to the beautiful country of Costa Rica, where they came across two artisans who made colorful bracelets while living in poverty. The U.S. travelers’ thought that these bracelets really showed the beauty of the country that they experienced in their travels. They asked that the artisans make them 400 bracelets that they could take home with them to sell.  

The bracelets traveled back to the U.S. and made their way into a local San Diego boutique. Within days, they sold out.  

The travelers (now the founders of the company) partnered with those Costa Rican artisans to create Pura Vida Bracelets (“pura vida” means “pure life” in Spanish). Today, there are over 350 artisans that depend on the steady income thanks to the support of Pura Vida Bracelets customers.  

Due to the overwhelming success of this company, they decided to start the Charity Collection. Since the launch, they have partnered with over 174 different charities around the world and have donated more than 1.5 million dollars to causes they believe in.

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The Commonality Among Cause Marketing Campaigns

So, what do all these campaigns have in common? These campaigns are helping people, they have purpose, and they all started by someone who wanted to bring more goodness into the world. 

While these brands are always giving back, “tis the season” to consider shopping with companies that are giving to those who need it the most.  

What are some of your cause marketing campaigns that you’ve seen? Connect with us on Twitter to share!

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