Five steps to running a well-rounded cause-based campaign

By Lynlea Rudell, Director of Marketing, Pool Scouts

As the sun begins to shine brighter and the temperature rises, families across the nation eagerly anticipate the start of swimming and water-related activities. However, with this excitement comes a critical responsibility: ensuring water safety for everyone, especially children. This is where initiatives like National Water Safety Month (May) and partnerships like the one between Pool Scouts and Hope Floats Foundation play a vital role. This initiative is an example of a cause-based campaign, which is a collaboration between a for-profit business and non-profit organization for mutual benefit. Cause-based campaigns are a great way for businesses to make a positive impact and give back to the communities they serve. They also present an opportunity to connect with customers and demonstrate a commitment to social responsibility. If your brand is looking to explore cause-based marketing, here are five steps to get you started with building an effective campaign.

1. Partner with a Non-Profit Organization

As professionals in the pool care space, Water Safety Month is an important initiative for Pool Scouts. It provides the opportunity to educate customers, all of whom are pool owners, about key initiatives that can keep them, their families, and their friends safe while enjoying their pools or other water activities.

Pool Scouts has always acknowledged Water Safety month, but four years ago we partnered with Hope Floats Foundation to make a greater impact beyond spreading awareness. The Hope Floats Foundation is a non-profit dedicated to providing swim lesson scholarships for children living in poverty. This partnership is more than just a collaboration; it's a commitment to saving lives and promoting water safety awareness. 

Hope Floats Foundation raises funds by partnering with individuals, businesses, and foundations that want to make a positive impact in their communities. The scholarships and tuition assistance provided by the foundation enable children who may not otherwise afford swim lessons to learn this life-saving skill. For Pool Scouts, it’s also a natural tie in with our sister brand, British Swim School, who supports Hope Floats as a provider for swim lessons.

2. Set Clear and Ambitious Goals

Annually, Pool Scouts sets ambitious fundraising goals and has raised $20,000+ each year for the past three years in a row. In 2024, Pool Scouts raised $22,000+ for Hope Floats Foundation during the month of May. To achieve this, Pool Scouts engages franchisees, customers, vendors, and corporate support to maximize fundraising efforts throughout the month of May, which coincides with National Water Safety Month.

3. Promote Franchisee & Customer Engagement

Franchisee Participation: Franchisees are integral to the success of the campaign. They are encouraged to opt into the program by agreeing to donate $1.00 per service for the month of May. This small yet impactful contribution per service adds up significantly when multiplied across all franchise locations. Franchisees are provided with detailed information about the campaign, its importance, and how their participation can make a difference. They are also equipped with promotional materials and digital assets, to inform their local customers about the initiative and encourage their support.

To further motivate franchisees, Pool Scouts promotes friendly competition. For instance, franchises that raise the most funds or have the highest customer participation rate are recognized on our system-wide call. This not only fosters a spirit of camaraderie and healthy competition but also drives greater involvement and commitment to the cause.

Customer Involvement: Customers play a crucial role in the campaign's success. They are invited to join the cause by making donations, which can be done easily through various channels. When a service is performed, franchisees inform customers about the ongoing campaign and the option to contribute. This is facilitated through:

• Direct Donations: Customers can make direct donations at the time of service. 
• Online Contributions: A dedicated fundraising page is set up where customers can make online donations. This page is promoted through various communication channels including email, social media, and the Pool Scouts website.
• Donation Links: Automated text messages and emails are sent to customers with a link to the donation page, making it convenient for them to contribute with just a few clicks.
• Incentives for Donations: Pool Scouts awarded a free pool opening service to the customer with the highest donation.
• Creating a Community of Support: The campaign leverages the power of community and collective action. Franchisees and customers alike are reminded of the broader impact of their contributions. Regular updates on the campaign’s progress, stories of beneficiaries, and testimonials are shared to keep everyone informed and motivated. This transparency and continuous engagement help in building a community of support that feels personally invested in the cause.

Feedback and Recognition: Acknowledging the efforts of both franchisees and customers is crucial. Pool Scouts ensures that all participants are recognized for their contributions. 

By engaging franchisees and customers in meaningful ways, Pool Scouts not only raises significant funds for water safety but also builds a strong, supportive community that is aligned with its values and mission.

4. Effective Communication Strategies

Various communication channels are utilized to engage franchisees and customers alike:

Public Relations: A public relations firm is engaged to pitch the campaign to various local media outlets in the markets we serve. This helps in amplifying the message and reaching a broader audience.

Text Messaging: Automated texts are sent to inform customers about the partnership and provide a convenient link for donations. This ensures that the information reaches customers directly and encourages immediate action.

Phone Scripts: Staff members use specially designed phone scripts to communicate the importance of water safety and encourage donations during their interactions with customers. This personal touch helps in building a connection and conveying the campaign's significance.

Emails: Customizable email templates are utilized to reach out to customers and promote the fundraiser. These templates ensure that the messaging is consistent and professional, making it easy for franchisees to communicate effectively.

Email Signatures: Creating a dedicated email signature for franchisees and corporate team members helps spread the message with every email sent. This subtle yet constant reminder keeps the campaign top of mind for recipients.

Social Media & Website Content: Engaging content is shared on social media platforms and websites to raise awareness and encourage donations. This includes posts, stories, videos, and graphics that highlight the campaign's goals and impact.

Fundraising Page: Fundraising sites such as Givebutter.com make it easy to collect donations throughout the duration of the fundraiser. These platforms provide a centralized and user-friendly way for customers to contribute.

QR Code: The use of a QR code on email signatures and collateral pieces, such as door hangers left at customers' doors, makes it easier to encourage customer involvement. Scanning the QR code provides a quick and easy way for customers to access the donation page.

5. Compelling Messaging

Use of statistics underscore the urgency of initiatives like this fundraiser. It is also important to remind the audience that what they do matters. Below provides examples of how this was done for the Pool Scouts’ campaign. 

Water-Safety Statistics

• Drowning is the leading cause of accidental death in children aged 1-4 in the U.S. (CDC).
• Lower socioeconomic status is associated with a higher risk of drowning (WHO).
• Participation in formal swim lessons reduces the risk of drowning by 88% (NIH).

Remind Your Audience What They Do Matters: 

For example, messaging such as the following helps the audience align with the cause: 

As we dive into National Water Safety Month, let's come together as a community to make a difference. Whether you're a Pool Scouts franchisee, a customer, or simply someone who cares about water safety, your support matters. Together, we can ensure that every child has the opportunity to learn how to swim and enjoy water activities safely. By providing swim lesson scholarships, Pool Scouts and Hope Floats Foundation are not only saving lives but also empowering communities and families with the knowledge and skills to stay safe in and around water.

Key Takeaway

Running a successful cause-based campaign requires a blend of strategic partnerships, ambitious goal-setting, robust communication, and community engagement. Pool Scouts’ collaboration with the Hope Floats Foundation for Water Safety Month is a prime example of how franchisors can make a significant impact. By aligning with a reputable non-profit, setting clear and achievable goals, and leveraging various communication channels to engage both franchisees and customers, Pool Scouts has managed to raise substantial funds and increase awareness about water safety.

The key takeaway for other franchisors is to identify a cause that aligns with their business values, build strong partnerships, engage their community, and utilize diverse communication strategies to maximize their campaign's reach and effectiveness. Remember, the success of such campaigns not only reflects positively on your brand but also contributes to the well-being of the community. By following these steps, franchisors can run well-rounded, impactful campaigns that truly make a difference.