Give Smart, Episode 7
Cause marketing works best when it feels like a natural extension of the brand, not something added on at the end of a campaign.
In this episode of Give Smart, Stacy Cooper Dent, Vice President of Impact at Torani, joins Change to talk about how Torani approaches purpose-driven marketing, chooses nonprofit partners, and brings impact into both ecommerce and retail campaigns.
For Torani, charitable campaigns are not separate from the broader customer experience.
Stacy talks about how the company thinks about impact alongside product, marketing, and community, including through programs like Flavor of the Year.
That means the nonprofit partner, campaign idea, and customer message all need to make sense together. The strongest campaigns are easy for customers to understand and feel connected to what the brand already stands for.
A big part of the conversation is the importance of fit.
The right nonprofit partner is not necessarily the biggest or most recognizable organization. It is one whose mission connects naturally with the campaign and the audience Torani is trying to reach.
That alignment can make the partnership feel more credible to customers and create a stronger relationship between the brand and nonprofit over time.
Behind the scenes, a cause campaign may involve legal, finance, ecommerce, retail, marketing, and impact teams.
For the customer, though, the idea should be simple.
Whether someone sees the campaign on a product page, at checkout, in an email, or in a store, they should be able to understand what Torani is supporting and how their purchase connects to the cause.
That simplicity is especially important when a campaign appears across multiple channels.
Stacy also discusses how Torani thinks about measuring impact.
A cause campaign can generate charitable funding while also strengthening customer engagement, supporting a product launch, or helping people connect more deeply with the brand.
Those goals do not have to compete with one another. The key is being clear about what the campaign is trying to accomplish and measuring both the business and charitable results.
Change helps brands manage the compliance and operational infrastructure behind purchase-linked charitable campaigns. You can learn more about our commercial co-venturer resources.
Watch the full episode above to hear Stacy share how Torani approaches nonprofit partnerships, cause marketing, and building impact into the customer experience.
Explore more conversations with leaders building new approaches to giving in the Give Smart video series.
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