‘Tis the season for charitable donations and spreading support for those people and causes that make a difference in the world. This year, don’t be afraid to promote the causes that your business supports. A 2008 Barkley Cause Survey found that consumers not only respond positively to businesses that give back, but 91 percent of Americans want companies to tell them how they are supporting causes.

When looking to adopt a cause for your company, try to support a cause that is relevant to you or your industry. This will be more meaningful to your business and to your customers. A powerful example of cause marketing is TOMS Shoes. For each pair of shoes sold at TOMS Shoes, one pair is donated to a child in need.

Alternatively, consumers are turned off by businesses that attempt to deflect bad publicity through calculated cause marketing. A coal-burning power plant, for example, would be unbelievable as a “green” movement leader unless it can demonstrate increased research and funding for development of “green” alternatives to coal.

It’s important to remember that consumers may not be aware of a cause that your business supports, so you will need to promote the supported cause. Post pictures and write a blog about charitable events your business attends. Include information about your cause of choice on the company web site and social media networks, via newsletters, on packaging and in-store. Here are some examples of businesses who successfully promote their support:

• Dawn Dish Soap TV Spot supporting wildlife conservation.
• Swiffer dusters created limited edition packaging supporting breast cancer research.
• jhP posted this video to social media networks to support the United Way kickoff.
• Chase credit cards is using a Facebook application to select more than 100 charities that receive at least $25,000. Facebook fans log on and vote for their favorite nonprofit organization.
• Campbell’s Soup integrates their support for labels for education into their web site tool bar.

What types of cause marketing does your company engage in? What examples have you seen that are particularly note-worthy?