Legal Advertising, Legal Marketing

The Power of Cause Marketing for Law Firms

Cause marketing is when a business partners with a charity or non-profit in a way that is mutually beneficial. For example, organizing a 5K for a charitable cause, or producing a public service announcement about the dangers of texting while driving. A study conducted by Cone Cause Evolution has found that 87 percent of consumers or clients are likely to switch brands (or law firms) upon learning that one is aligned with a charitable cause. This figure is even higher for millennial consumers, exceeding ninety percent. And when you consider the relatively low cost compared to an ordinary marketing campaign, it is clear that there are few (if any) downsides to cause marketing—everyone benefits.

When coming up with a cause marketing strategy, it pays to be creative. Make sure that the cause you choose aligns with your law firm’s core values. For example, if you are a personal injury law firm, it might make sense to partner with Mothers Against Drunk Driving (M.A.D.D.) or a similar organization that promotes awareness about intoxicated driving.

Make the most of your outreach by weaving your involvement into your other marketing campaigns (email newsletters, blog posts, social media updates). One way to promote your involvement and assist the charity is to enlist your clients to get involved. For example, if you are organizing a 5K for charity, post a link for your clients to sign up on your firm’s Facebook page. Local media outlets also love to report about businesses that are assisting the public.

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