Do you remember when the pandemic began? At first it was a buried new story about some virus in Wuhan China, and before you could say “pass me the hand sanitizer,” everything changed. In a matter of weeks schools closed, leaving kids to head home and learn remotely and parents to scramble for day care solutions. Zoom became the new workplace. We began clapping for medical personnel, considering front line workers heroic and wearing masks any time we dared to leave our homes. People were scared, as we numbly watched the number of dying begin to multiply. Covid patients were losing their lives alone in overcrowded hospitals. All hell was breaking loose and the only thing we could be sure of was that we could be sure of nothing.
Marketing couldn’t just ignore what was happening, it was too big. But it took careful thought to know exactly how to speak to consumers during such an emotional and unprecedented time. Cause marketing, which had been finding its voice, started coming in hot. Statistics showed that the public wanted the companies they supported to be do-gooders. In fact, 84% of consumers say it’s important a company supports charitable causes. 40% of consumers are willing to pay more for products or services provided by companies who are committed to having a positive social and environmental impact. 89% of Gen Z and Millenials expected brands to take action to help with Covid.
And so, we thought, hey, we want to help our clients do good too. And that’s how The Doing Good Project was born. We’re a group of women owned businesses that have banded together to offer cause marketing. Each of us has a specialty, and together we can help brands partner with causes that align with their company mission to make a difference. From determining the right philanthropic partner to creating an identity, web presence, and social media messaging, The Doing Good Project can help companies get positive attention from the marketplace, building awareness and goodwill with their audience. It doesn’t take the place of traditional marketing, but it does add a dimension that consumers are making clear is very important to them. And bonus, it helps the world!
If you’re interested in creating a cause marketing campaign, let’s work together, and do some good. And of course, we’re also here for any other marketing you need, from websites to advertising, social media to blogs. If there’s anything remotely good that’s come out of the pandemic, it might be a rise in cause marketing. When it comes to making the world a better place, we’re here for it. We hope you are too.