One of the more successful digital tactics for cause marketing is a Facebook “Like” promotion. When you Like the nonprofit’s page or the company’s page — or both, depending on the promotion — the company makes an in-kind or cash donation to the nonprofit.
On Jan. 14, Ikea is hosting a “Bring Your Own Friends” (BYOF) event with deals and giveaways and is rewarding fans who invite their friends with a donation to Save the Children.
There are two things we can learn from this program.
First, it takes Facebook cause marketing to a new level by using Facebook Likes to help drive something that matters to a retailer: in-store foot traffic. This may become standard practice for brands.
Second, this promotion puts the cause marketing at just the right place — after the self-serving main offer of savings and giveaways, which is what really motivates shoppers. The donation to Save the Children is a secondary benefit, and the charity gets the money whether the invitee shows up or not.