Giving Back Has Never Felt So Good!

By Maxine McBride

If there ever was a win-win marketing concept for builders, it is the use of charitable giving as an innovative promotional campaign. I’m sure you have all been involved with a local charity in some form or another – whether it was building homes for a local Habitat for Humanity chapter or donating to a cause close to your company’s heart.

In the marketing world, this type of activity is known as “cause marketing.” Cause marketing is when a for-profit company seeks to help a nonprofit organization for mutual benefit of the two entities. Examples of such marketing can be seen in campaigns such as the Breast Cancer campaign where companies will donate a percent of each “pink” product sold to fund research. The Product Red campaign to benefit the Global Fund to fight AIDS, Tuberculosis and Malaria garnered support by such international companies like Gap, Apple and American Express by selling “Red” items that would help fund research and prevention for the diseases.

Research has shown that cause marketing is favorable among consumers and can allow companies to generate greater brand loyalty, an increased market share and more favorable perception from consumers.

Here’s an example of cause marketing in the homebuilding world. Seasoned homebuilding executive Richard J. Dalton recently announced the opening of Wellington Homes, a new Jacksonville, Fla.-based homebuilding company. Dalton is well-known in the Northeast Florida homebuilding industry for his leadership at companies such as Taylor Morrison and Pulte Homes, but many know him for his charitable giving and philanthropic endeavors. It came as no surprise to many then when Dalton launched the new company by signing on as the title sponsor to one of the region’s most well-known charity events – the Cystic Fibrosis Foundation’s Tango by Moonlight.

Prior to founding his company, Dalton was a long-time supporter of the foundation and he believes sponsoring the event is an innovative and charitable way to introduce Wellington Homes to consumers. As title sponsor, Wellington Homes will be included in all pre- and post-event publicity, on all event signage and direct mail pieces, on the event’s website, program, photography backdrop and all event materials. This exposure is immeasurable when compared to the small amount of advertising that could have been purchased at the same cost. In 2008, the fundraising event resulted in more than 60 press clippings and articles where the title sponsor was mentioned.

Wellington Homes is just one example of how cause marketing can benefit both a nonprofit and for-profit company. Through the use of a well-executed cause marketing plan, your company can create a sense of goodwill among consumers and continue to build a positive, philanthropic image in the community. Giving back has never felt so good!

Maxine McBride is the president of Clockwork Marketing Services, Inc., a full-service marketing firm that has provided its premier services to clients throughout the United States for more than 15 years. The firm is comprised of talented, dedicated professionals who specialize in public relations, focus groups, special events, marketing plans and budgets, blogs, media buying, creative design and printing, awards preparation, corporate relations, team building events, surveys and business etiquette training.

Throughout the years, Clockwork Marketing Services’ efforts and expertise has provided clients with increased name recognition and a strong presence in local, regional and national media. For more information about Clockwork Marketing Services, visit www.clockworkmarketing.com or call (904) 280-7960. Visit the blog www.WhatsUpJacksonville.com for information on real estate and development news in Northeast Florida.

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