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 &
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