Cause Marketing Post by on FacebookWinston Churchill once said, “We make a living by what we get. We make a life by what we give.” At Dealer Authority giving back is a core philosophy. Our team of automotive social media strategists loves integrating local non-profit organizations into our dealers’ marketing messaging. Through our posts, on behalf of our dealer partners, we impact communities across the country. When a for-profit company (like a car dealership) implements cause marketing by promoting a non-profit organization like an animal shelter, food pantry, or local charity event; it not only benefits that organization, it also plants a seed in people’s minds that you are a “force for good”.

Big brands such as Walgreens, Virgin America, and Stihl have mastered the art of Cause Marketing by reaching out to smaller local businesses and non-profits and using their large marketing budgets to rapidly increase donations and awareness. For example, Virgin America started a program called “Operation Chihuahua” which works hand in hand with animal shelters across the country by flying tiny pups to their new forever homes. Pretty awesome, right?

Humane Society Cause marketing Facebook post by Stanly Chrysler Dodge Jeep Ram.Now here’s how it works on a smaller scale here at Dealer Authority. Your dealership’s social strategist spends time each week searching for events or organizations in your local area to promote and post about. When they identify an event or group worthy of a little bit of attention, they custom craft a Facebook or Instagram post on your behalf usually ending with the hashtag #SupportLocal. This indicates that you may not necessarily be directly associated with the non-profit, but you are supporting their efforts. In the past we have assisted with dog / cat adoption events, food pantry donations, 5K races, and much more.

The Benefits of Giving Back and Cause Marketing

In addition to the joy of giving back to your community, there are sound business reasons to consider philanthropy in your marketing plan. Let’s break it down:

  • Increased Dealership Loyalty: Studies have shown that when a business positively impacts a customer’s life, that customer will be loyal to you and will likely become an advocate of your business or dealership.
  • Earn New Customers: When presented two dealerships, customers are more likely to support one that benefits their local community. Whether it’s through small efforts such as promoted posts on your Facebook page, or large-scale donations – new customers will flock to a dealership they see as philanthropic.
  • Sell More Cars: Here’s the one you’ve been waiting for. When executed properly, Cause Marketing can directly increase your sales. Customers are more likely to purchase from a dealership that they feel helps their community. Think about going to a restaurant and paying an extra $1 for a special cup that donates to a non-profit, 9 times out of 10 you do it, right? Same mentality. When a good cause is somehow involved, customers are more likely to purchase, even if it doesn’t necessarily mean getting the best price.


Non-Profits and Charitable Organizations Where We Volunteer

We practice what we preach. Dealer Authority encourages all team members to make an impact by offering paid volunteer time and assistance identifying organizations with which individuals feel a strong connection. Across the country our team works directly work with variety of non-profit charitable organizations including the following and more:

H.O.P.E. of Winston Salem which focuses on feeding nearly 40,000 children that are at risk for hunger.H.O.P.E. of Winston-Salem

LBD 5k: Lace up to Bring Lewy Down is an annual event in the Raleigh, NC Triangle area dedicated to raising awareness of Lewy Body Dementia, the second most common form of degenerative dementia.

Anchor Evangelical Press – Publishes, prints and distributes Christ centered literature free of charge to Africa and beyond.

Eva’s Closet: providing clothing, necessities, and support to children and families across Southwest Florida.

Woodstock Film Festival – Presents an annual program and year-round schedule of film, music, and art-related activities that promote artists, culture, inspired learning, and diversity.

Hudson Valley Film Commission – Creates sustainable economic development and educational opportunities, by attracting, supporting and promoting local film, tv, photography, and new media work to the Mid-Hudson Valley and Catskill region.

Interfaith Charities: A Florida non-profit food pantry and outreach program.

Shoes 4 The Shoeless-  Provides properly fitting shoes to children in desperate need in Dayton Ohio

Shoes 4 The Shoeless- An excited child tries on a new pair of shoes.ONE Bistro – “Our neighbors eat.” Pay it forward diner in Ohio

Habitat for Humanity – Helps put roofs over the heads of in-need families in communities across the nation with the aid of volunteer workers and donations.

Greater Dayton YMCA – Working to enrich local youth by way of spiritual, mental, and physical fitness & community outreach.

New Wave Singers of Baltimore – A community chorus in Baltimore, MD spreading the messages of diversity, inclusion, and hope through song.

Reisterstown United Methodist Church: Helping enrich the youth program and the needs of the local community. (Reisterstown, MD)

If you would like help identifying ways to incorporate giving into your dealership’s operations and marketing strategy, please reach out to us by calling (888)963-9617 or visit our website to learn more about Dealer Authority.