It would seem like a natural fit.
You have a travel company that takes people to enjoy the natural beauty and scenery of a place. Your customers crave authentic cultural experiences, as opposed to their daily lives as they can get. In your itineraries, you mention that your company employs eco-friendly practices.
Then if you have the budgetary means, you just might want to consider adding a cause marketing component to your plans in the coming year.
Cause marketing can take on various forms. Part of your revenues can be allocated to a preferred charity. You can form partnerships with like-minded businesses and nonprofits. Employees or even your clients can volunteer their time and effort on a project.
According to this article in Travel Market Report, the global marketing organization Travelsavers partners up with Autism Speaks. In addition to traditional fundraising, they’ve taken on programs to help cruise ships provide more adaptable programs to families traveling with an autistic child. The company has also developed programs for travel agents to specialize in this type of planning.
Adventure travel companies, in particular, have taken up favored causes. Outdoor Adventure River Specialists (OARS) donates 1% of its sales revenues to the National Park Foundation’s Open Outdoors for Kids program. Backroads contributes its efforts and money to various programs, from providing residents in Bhutan with basic living necessities to donating bicycles to Trips for Kids. Abercrombie and Kent has a long-running tradition of helping global communities through service and donations.
Before you think that your travel company is too small to get in on cause marketing, remember that your efforts don’t have to be a massive undertaking.
You can start local if necessary. Think about a nonprofit or charitable organization that speaks to your interests and values, such as an animal shelter or food bank. Talk to the director or manager of the organization and see what the two of you can come up with together.
Here are some ideas that can get you started:
- Donating a percentage of profits to the charity.
- Partnerships where you have mutual advertising displays on your websites.
- Employees or clients serve as volunteers for the charity’s activities.
Cause marketing campaigns can have so many benefits for both you and the nonprofit agencies you partner up with. It helps your customers and prospects feel that you care about matters outside your business. You become a contributor to solving problems in your community and build a purpose beyond your business. And frankly, it’s just good PR all around.
How have taken steps to add cause marketing to getting business exposure? Share your thoughts below!