Cause for Engagement

There is no doubt that a primary role of museums and cultural organizations is to engage and educate the community. But there is more education going on in some museums than one might think. Museums and cultural organizations that use “cause marketing” to educate their visitors seem to have an edge on those that are simply telling an interesting story about their exhibits or showcasing unique art.

In this era of social responsibility, what you don't stand for can cost you. People want to know that your organization shares their desire to make the world a better place by supporting an important cause. If your organization or brand doesn't stand for a cause, your audience may turn to your competitors. The number of people who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 80% percent, a dramatic increase in recent years, according to the most recent Cone Cause Evolution Survey.

Cause marketing appeared in the early 80’s, symbolized by ribbons of every hue, communicated in print and online, and impacting issues as diverse as early childhood education, women’s health and endangered honeybees. Today, we see cause innovators developing new fundraising models, launching global campaigns and enlisting new media to align education programs with missions that truly embody the axiom: “doing well by doing good.”

What if your museum or cultural organization’s mission doesn’t have a niche cause? You might consider undertaking a thorough internal and external assessment prior to choosing a cause by evaluating which issues most closely align with your mission, needs, assets and goals, as well as where you stand to have real social or environmental impact. Ask yourself:

- What social or environmental issues are core to your mission?
- What assets can you leverage to maximize societal impact?
- What issues matter most to your board, patrons, members and visitors?
- Whom do you want to reach?
- How is the issue affecting the marketplace?

In the end, you must not only answer “What do you stand for?” but also “What do you do?” Organizations that approach their cause marketing initiatives with vigor do it not solely as philanthropy, but as a driving force for growth.


Share Your Cause Marketing With Us
Is our organization using cause marketing to education and engage with its audience? If so, join our chat and share your strategies and result with us by posting a comment to this blog. We'd love to hear from you!