The Value of Cause Marketing

Is collaboration between a corporation and a nonprofit for mutual benefit? Although the term “cause marketing” may be fairly new, the concept is not. In my experience, many established HME businesses already participate in some form of cause marketing, but they are not using it to its full potential. According to a 2014 Nielsen Global Research study, 42 percent of North American respondents said they would pay more for products or services offered by companies that show their commitment to positive social and environmental impacts. With stats like this, how sure are you that your customers know about your commitment to local organizations? Several years ago, EZ-ACCESS was like many businesses in the HME industry and simply relied on cause marketing to happen organically. This can be sometimes effective, but in reality the company was missing out on millions of dollars worth of free positive PR. But this all changed after a wonderful cause marketing campaign fell into our lapsIn 2013, an EZ-ACCESS shipping manager became aware of the needs of a local young girl using a wheelchair and her pregnant mother. Because this family was on a fixed income, they couldn’t afford proper accessibility to their home. This mother would drag her daughter’s wheelchair backwards up the steps. After learning of this situation, a team of EZ-ACCESS associates volunteered to travel to the family’s home and set up a wheelchair ramp. This simple act sparked a media response that connected EZ-ACCESS to its local community, to families in similar situations and to individuals with similar disabilities. EZ-ACCESS even placed a picture of this little girl in their brochures. (You may recognize her as the little girl in the red sweater!) Why is this information important to you? Because, as an HME provider, you have a huge opportunity to participate in cause marketing, and below are the reasons:

1. Financial benefits—As the Nielsen study revealed, customers may be willing to pay more when they see your commitment to the local community. Socially responsible actions also strengthen the culture of your company, which translates into more dedicated employees, smoother operations and more met deadlines.
2. Employee recruitment and retention—According to a Cone Cause Evolution and Environmental Study, 77 percent of Americans look at community involvement when researching a company, and 72 percent of employees remain committed to companies that are committed to social causes.
3. Customer bonding—Customers who are impressed with your company values are more likely to buy from you. Publicize that profits go to a good cause, and more sales will usually follow; at the very least, current customers will remain loyal.
4. Stakeholder trust—The Cone Cause Evolution and Environmental Study also revealed that 66 percent of Americans review a company’s commitment to social causes before investing with them. The study also showed that socially responsible investments grew 4 percent faster than all other sectors.
5. Image boost—Probably the most obvious benefit of cause marketing is the inherent image boost. When your company aligns itself with a nonprofit, they attract media attention and overall admiration from the community the company serves.

Natalie examines her new wheelchair ramp after installation by a group from EZ-ACCESS.

After seeing the positive response from our efforts to help the little girl in the red sweater, the team at EZ-ACCESS took a closer look at what could be done to be more involved in social causes, and also what EZ-ACCESS could do to help HME dealers around the country with their social involvement. The owners of EZ-ACCESS established an L3C organization called Evergreen Life Access (ELA) to champion this cause. In honor of the 25th Anniversary of the Americans with Disabilities Act, ELA made it their goal to create a residential program that would focus on providing equal opportunity access for all, regardless of an individual’s financial status or resources. This is how Access Day USA was born. EZ-ACCESS and VGM have become charter sponsors for ELA to promote the cause of Access Day USA. Access Day USA aligns HME providers with local individuals in need along with local businesses, media and the community to raise funds and/or obtain donated items so that these individuals can have access to a wheelchair ramp, porch lift and/or any other accessibility devices needed to help them live a full and comfortable life. Last month, on June 17, the very first Access Day USA ramp installation was dedicated by volunteers in Waterloo, Iowa (see photos). If you’d like to get involved in this mission to provide access, or to nominate someone you know who is in need of improved access, visit accessdayusa.com.