Multi-Unit Franchisee Magazine Issue I, 2015 | Page 68

BY KERRY PIPES Just Be-Cause Cause marketing is making a difference D oing good is a longtime pursuit in cal profile. And while it can lead to an im- provide greater awareness of the problem America. You might even say it’s proved bottom line, say the four franchises and support for those who suffer from a part of the culture. Americans we spoke with, “done right” means doing domestic violence. Since its inception in love a good cause and like to help when good with no bottom-line expectations. 1996, the foundation has raised more than they can. Whenever needs arise, there al$1.9 million for local domestic violence ways seem to be businesses, organizations, Molly Maid: Give to give shelters and agencies across the country. and private citizens ready to come forward “The cause must predominate, not the Roberts says the only way to get into lend a hand. And in the past couple of mutually beneficial profit. Creating aware- volved with cause marketing is if you decades, businesses, especially franchises, ness of the brand is a by-product,” says sincerely care about the cause. “If you’re have been getting more and more involved Molly Maid President Meg Roberts, who thinking that Millennials or Baby Boomers in supporting charitable causes. has been actively involved in the brand’s are more likely to purchase your service because you participate in philanthropy, It makes sense, both personally and for cause marketing initiatives. business. Franchises are local operations, The brand’s Ms. Molly Foundation then don’t even do it,” she says. Molly Maid looks for franchisees who most run by people who are part of the was formed to help communities stop community. As a result, many franchise the cycle of domestic violence and give are motivated by service, says Roberts. “If brands and tens of thousands of fran- victims a second chance in life. October they also have a sense of service for their chisees have become involved with good is National Domestic Violence Aware- community, then our Ms. Molly Foundacauses. Sometimes those causes are global, ness month, and Molly Maid employees, tion may have something others don’t ofnational, or regional, but more often they franchisees, and customers join forces to fer,” she says. “We encourage our owners to participate and have are local and franchisees and franchisors alike are created a turnkey way to there to step in. contribute both finan“Cause marketing” cially and emotionally is a popular term used by hosting fundraising events their teams and to describe these efforts. Boiled down to customers can join as its essence, it’s simply well.” doing something good Michael Silva-Nash for those in need. Howis a 22-year-old Molever, say those who are ly Maid franchisee in active in cause marketNorth Little Rock, Ark., ing, it should never be known in his community done with anything othfor making regular TV er than altruistic moappearances to provide tives in mind. Done cleaning tips for viewers, well, cause marketing and for regularly raising unites franchisees and funds for local women’s their employees with shelters through the Ms. their communities and Molly Foundation. He conveys a positive brand has raised thousands of image, boosting their lo- (L-R) Meg Roberts, Michael Silva-Nash, Dorcas Van Gilst. dollars for Women & 66 MULTI-UNIT FRANCHISEE IS S UE I, 2015 muf1_causemarketing(66-69).indd 66 1/15/15 3:41 PM