It’s unavoidable. Cause-based marketing has infiltrated all parts of internet life, from Facebook ads to pop-ups when we go shopping online on our favorite websites. For those new to the topic, cause-based marketing is a type of advertising that ties social issues into a marketing endeavor for a business, to help raise awareness while bringing in profits to said business.
Say what you will about cause-based marketing, but at the end of the day, it’s clear that the tactic works. Social issues are at the forefront of many people’s values, especially younger generations. The tricks that companies use for this type of marketing can easily be applied to any type of business, including growing your church.
Step One: Choose a Topic
It goes without saying that our churches are all value-driven. However, focusing on one issue for a certain period of time can really help boost your online presence. Since many young people do most of their research through search engines online, you’ll want to pick a topic that is popular right now. Using a free keyword tool can help you see how much traffic a certain cause garners.
When narrowing down your topic, you should also be sure to gather opinions from all of the members of your church. This needs to be a topic that you all agree on. Once you pick your topic, you’re ready to move onto the next step.
Step Two: Create a Plan
After the topic is selected, you can work with your team to make a plan of action. Where do you want to spread your message? Do you want to encourage donations? Make a call to action? These are all important factors to keep in mind when you’re planning your campaign.
Another idea that could help your church’s campaign would be to find a sponsor or partner. Search locally, either in your town or a neighboring city, for a name or company that has a decent following already. By partnering with a known entity, your exposure will instantly increase. This is a great way to gain interest in your church, as the followers of your partner will already know that your values align.
Step Three: Enact Your Plan
Now it’s time to get the word out! Make sure that your campaign is clear and concise. Before you publish your social media posts, be sure to check out other successful campaigns. You can use their posts as a template for your own.
Once your posts are published, be sure to interact with it! If someone comments, respond. If someone else posts about the campaign, share their post. This increases your exposure by adding more new content to your own page, and it helps spread the good word about your chosen social issue.
Cause-based marketing is a tactic that is here to stay. But by utilizing the same concept to benefit your own cause, your church, you can bring new people to your church while helping other important social causes.