Thursday, 14 October 2010

Socially Responsible Marketing

Partnering with a good cause as part of your marketing is not only a good way of promoting your product, but is in itself just a good thing to do. However, you need to make sure that if you do something like this you do it right. Here are a few pointers.
  1. Make sure you pick a cause which will be relevant to your users in some way and not so removed from what they're interested in as to be inaccessible to them
  2. If at all possible make sure that the charity or organisation you decide on is aware of what you're doing and understand what you're offering.
  3. Make your connection to the charity clear to everyone. For example, support a specific fund raising day for the charity by offering them all proceeds from your app sales on that day.
  4. Make sure users know that on that particular day if they buy your app the money will go to the charity
  5. Promote in advance of the event, during the day or whatever time period it is, and then tell people how much you raised for the charity, and thank them for buying your app to help the charity.
  6. Make sure you have a good contact within the charity organisation so they know what you're doing.
  7. If the charity has brand guidelines or similar, stick to them.
  8. Feel good about doing it.
I hope that you find this useful. If you have suggestions for future articles or if there's anything in the article you want to discuss further then please email me at If you like this article then please consider sharing it using the buttons below.

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