Stop doing "stuff"​. Make an impact that lasts.

College students typically fill their final year with capstone courses, part-time jobs, and the occasional (or not-so-occasional) party. My older sister, back in 2006 when she was a senior at Penn State, took on even more. Giving up holidays, sleep and many Happy Hours, she joined the Executive Board of the Penn State Dance Marathon (called “THON”) and led 16,000 classmates in a year-long fundraising effort that culminated in a 48-hour dance marathon benefitting children fighting pediatric cancer and their families. Despite a brief hospitalization due to exhaustion and dehydration the previous year, she still decided to take on an even larger responsibility in her final year of college. This was because she believed so strongly about making a difference. She knew the cause was what mattered.

I stood in the bleachers that year amidst the excitement, the energy, the colors and music. And as those 16,000 students cheered with unified enthusiasm, I stood in complete and stunned silence. I was in awe. My sister had always been an inspiration to me, but this time it was something different. Something even bigger. And that was a pivotal moment for me, one that brought about two fundamental shifts in my world. The first, despite my vehement protests of following in the family footsteps and attending Penn State, I would accept my offer and start classes there in the fall. The second was the realization that when something is authentic to the core, when it genuinely desires to bring a positive impact, and when it lives up to its values through action, people will rally around and fight for it. I was meant to be part of that.

That’s what rallying together for a purpose can do. It’s infectious. It’s a spark that lights a fire. And with enough fuel, that fire thrives. I went on to support THON all four years of my college career. And I still do to this day. That fire hasn’t left me.

It’s no wonder, then, that when I first met with the owners of born collective about potentially joining the team, I was drawn to the agency’s commitment to that same sort of philosophy. Not just within their own walls, but in how they encourage their clients to communicate with their audiences. Believing it’s imperative to stop just creating “stuff” and start delivering substance. To let values shine through in all initiatives and content. And find ways to give back and advocate for those things they believe in. Leaving the interview that day was yet another “aha!” moment. The stars had aligned for me again, reinforcing for me what I was so passionate about, and delivering it through a creative marketing outlet.

When I started my job at born collective, the dedication to elevate experiences and truly make an impact became even more clear, not only in how we can take the work right in front of us to the next level, but how we can affect the way companies view their marketing efforts as a whole. Don’t get me wrong, in the daily grind of the days and weeks, we can find ourselves losing sight of that philosophy. But as a team, we quickly remind each other not to take our eye off that ball. We challenge each other to push for meaningful work and strategies that are more than just selling features. Our desire to align initiatives with values, to create positive influence, to spread awareness, and to educate, never goes away.

In a technologically obsessed world, people are desperate to connect on a human level, and these connections increasingly are with brands. Valuable content is what fosters the growth in that relationship. “Content marketing” has become a marketing buzzword over the past several years, but that doesn’t reflect the importance of bringing value. Sharing substance. Making that connection. And cause marketing is a natural extension.

Some believe cause marketing is the equivalent of corporate social responsibility, which all too often manifests itself as a check presentation. In a less transparent time, that may have been an acceptable way to check the box, but today’s consumers are smart and savvy. They’re aware. And they demand more from the companies they trust. Just as I wanted to be a part of a community of students dedicated to effecting change and a company that felt the same, consumers want to know that they are supporting businesses committed to making the world a better place. It’s beyond demanding a better product or service; it’s demanding that their own values are mirrored in the brands they support. And these values must be genuine. Not lip service, not trendy hashtags, not clever campaigns during Super Bowl season, but truly reflected in everything that a company does. Cause marketing is a brand’s authentic commitment to giving. And that doesn’t just mean financially—that means through education, storytelling, and awareness. That means finding a social or environmental cause that echoes your company’s core values, and investing time and energy to shine a spotlight.

I can’t count the number of times that my siblings and I have been reminded of the Starfish Story throughout our lives. (You know the story: A girl throws starfish back into the ocean to save them, one starfish at a time.) Doing good was instilled in me long before the Penn State Dance Marathon’s fundraising efforts opened the door to having influence in a greater capacity. While every small action does indeed make an impact, the opportunity for an organization to place a magnifying glass on a cause and project it on a larger scale is what inspires me. While even the smallest stone can have a ripple effect, in a world of “going viral,” one big splash can cause a tidal wave.

“But what’s the ROI?” This is normally the first question—and occasionally the last. Because the path from cause marketing to sales isn’t always linear. There aren’t always clear metrics on when you capture a brand loyalist or ambassador. So why do it? Because when customers’ beliefs align with yours, you attract the right people to your company; you make a connection. 77% of Americans feel a stronger emotional connection to purpose-driven companies over traditional companies, and 42% would pay extra for products and services from companies committed to positive social or environmental impact. When your customers can see what you stand for—through every initiative, every touch point, every experience—and you align with a cause that is so naturally representative of those same principles, you’ve created a recipe for trust. You aren’t selling. You’re being.

Investing in cause marketing can also help recruit motivated talent and retain existing members of your organization. When my sister graduated from Penn State with a dual major Labor and Industrial Relations and Spanish degree, she searched for an organization that felt as passionately about making an impact as she did, and dedicated her first two years to Teach for America. Like her, when I knew that I was a part of a team that had the foresight to see the bigger picture, to know that we can make a difference beyond selling, and encourage our clients to do the same, I knew always going above and beyond would be worth it. This is what my siblings and I had learned as children, and will always be a part of who we are. When businesses demonstrate genuine value-systems, they will attract the type of employees that are fundamentally aligned and will be representatives of what they stand for. Employees who will always go above and beyond. Cause marketing isn’t just philanthropy—it’s a business decision. And companies should ensure it is a piece of their business model. After all, when there is a genuine and authentic commitment to a purpose, everybody succeeds.

Originally posted to LinkedIn. Learn more about born collective’s commitment to cause marketing atborncollective.com/b-cause