Today’s consumers expect more from brands than great products or services. They want to support companies that give back—businesses that show up for their communities and stand for something greater. That’s where cause-based marketing comes in.
As New England’s largest locally owned media company, Binnie Media has seen firsthand how aligning your brand with a worthy cause not only boosts goodwill but also drives real business results. From our Vets Count Radiothon to our Cares for Kids Radiothon supporting Barbara Bush Children’s Hospital, we help businesses make meaningful connections through purpose-driven campaigns.
What Is Cause-Based Marketing?
Cause-based marketing, or cause marketing, is when a business partners with a nonprofit, charity, or social cause in a way that benefits both the organization and the business. It’s not just a donation—it’s a strategic collaboration that creates impact and builds stronger bonds with customers.
And it works.
According to a recent study from Change.io:
- 67% of consumers have purchased a product or service because the company supports a cause they care about
- 72% of consumers say they would recommend a brand that supports a good cause
- 71% of millennials are more likely to purchase from a brand that gives back
- 68% of consumers are more willing to share content from purpose-driven brands
- 58% of people are more likely to pay attention to ads if they know proceeds support a cause
In short, people want to spend their money with businesses that care.
How Cause-Based Marketing Drives Business Growth
Cause-based marketing isn’t just good for the heart—it’s good for the bottom line. Here’s why it works:
Builds Brand Loyalty
Consumers are more loyal to companies that align with their personal values. A consistent, public partnership with a community cause fosters trust and long-term brand affinity.
Increases Brand Visibility
Partnering with a nonprofit or charity often brings your brand into new spaces—community events, charity campaigns, shared press coverage—and that means more exposure.
Differentiates You from Competitors
When customers are choosing between similar products or services, your commitment to a cause can be the deciding factor.
Generates Authentic Content
Cause-driven campaigns generate powerful storytelling opportunities—customer testimonials, behind-the-scenes looks at impact, and heartfelt messages that resonate deeply with audiences.
Binnie Media: Your Partner in Purpose-Driven Promotion
At Binnie Media, we specialize in connecting businesses with their communities through multi-channel advertising that supports meaningful causes. Whether you’re sponsoring a radiothon, supporting a charity golf tournament, or looking to tie your brand to local nonprofits, we provide the tools and platforms to bring your message to life.
Digital Marketing
Promote your partnership with nonprofits through targeted digital campaigns on social media, Google, and across the web. Reach people who care about the same causes you do.
→ See Binnie Digital Services
OTT/CTV Advertising
Run unskippable video ads on platforms like Hulu, ESPN, and Disney+, telling your brand’s story and showcasing your support for community causes—right in your audience’s living rooms.
→ Learn About BinnieTV
Radio Advertising
Leverage our trusted radio stations to share your brand’s commitment to community causes. Our listeners are loyal—and they listen when we talk about who’s giving back.
Just this March, Binnie Media’s 20th Annual Cares for Kids Radiothon raised over $403,773 for Maine Health’s Barbara Bush Children’s Hospital. That brings our lifetime total to nearly $5 million raised since 2006.
This success wouldn’t be possible without the generous business sponsors who step up each year to support these life-changing causes. When local businesses align their brand with these efforts, they not only support their neighbors—they see the power of purpose in action.
→ Explore Radio Brands
Make an Impact & Grow Your Brand with Binnie Media
Whether you’re interested in sponsoring an upcoming radiothon, joining our charity golf tournament, or launching a custom marketing campaign, Binnie Media is here to help you connect with your community—and your customers—on a deeper level.
Because when your brand gives back, people notice. And when your message is consistent, authentic, and values-driven, people respond.
Let’s build your purpose-driven marketing strategy today. Contact Binnie Media to get started.
