Purpose & Profits: How Your Organization Can Get the Best of Both Worlds

It’s a common fear that being purpose-driven comes at the expense of an organization’s profitability. REGROUP can tell you firsthand that’s not the case. As a B-Corporation, we blend purpose and profit daily to provide marketing that is both purposeful and profitable. We also have a unique position: we turn purpose-driven marketing into bottom-line success through our special mix of strategic marketing.

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We Brought Cases

Our agency regularly works to craft purposeful marketing in profitable ways for our clients. It’s our specialty. Here’s a collection of case studies showcasing how purpose-driven marketing has helped two of our clients.

DTE — Revealing the Good

Clean Vision

Utility companies aren’t typically perceived as being good-doers. Enter DTE, an energy company with a commitment to a clean future and working toward 100% clean energy by 2040. Our challenge was to show the public that DTE was serious about its commitment and taking steps towards its environmental goal.

REGROUP stepped up. We crafted a series of spots and digital ads informing customers of DTE’s goals and were successful in changing public perception. Research found that after seeing our “Buzz”  spot 87% of viewers agreed that DTE had a vision for a cleaner energy future. The digital components were also a hit with CleanVision banners receiving average-to-above-average clicks.

DTE Foundation

The DTE Foundation is committed to supporting a variety of local nonprofits in the SE Michigan area and wanted a campaign to showcase the various nonprofits they work with. This awareness campaign features local nonprofits introducing themselves and informing viewers of how DTE supports them.

DFCU — The Nonprofit as a Force for Good

Credit unions are already nonprofits, so a purpose-driven angle comes somewhat naturally. For DFCU, much of their messaging is focused on giving back to their members through their “Cash Back” program. But DFCU helps more than just their members. They play an active role in supporting local communities.

Swipe Out Hunger/Charge Against Hunger

DFCU’s “Swipe Out Hunger” (recently renamed “Charge Against Hunger”) campaign is an annual success. The campaign allows DFCU members to donate to community-based food pantries each time they use their DFCU bank cards. Last year’s campaign did well with an outstanding engagement rate of 2.24%; well over the industry average.

Give Back With a Tap

Another example is DFCU’s “Give Back With a Tap!” campaign for schools. This campaign turns card “taps” into donations for local schools and educational funds. Members can easily contribute to a timely cause without stepping outside their normal routines and it’s expected that this new campaign will yield similar results to the Charge Against Hunger campaign.

Both these campaigns translate into leads for DFCU while maintaining their image as a community-driven nonprofit.

Being Better: Our B-Corp Story

Becoming a B-Corp is a long, intense process but as an agency for good, we were up to the challenge. After working diligently towards certification, REGROUP is now a recognized B-Corp. But our values have been in line with making business a force for good since our founding.

We have always believed that the people vs profit question doesn’t need to be answered as an either/or. We strongly believe that organizations can stick true to purposeful values while also continuing to prosper. And as an independent marketing agency, we’re experts on blending purpose and profit.

Ready to REGROUP?

If you’re ready to explore how purpose-driven marketing can transform your organization we’d love to connect. Our knowledgeable team is open to any questions but we have just one for you.

Are you ready to REGROUP?