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Cause marketing – the idea of aligning your brand with a social cause close to the heart of your customers – really works… but only under a few conditions.

Jon Bon Jovi knows this well.  His band is on tour and at each city, Jon is heading into the deepest parts of the inner-city in order to collect information for his foundation that helps the homeless.  Since 2006, the Jon Bon Jovi Soul Foundation has created 150 affordable housing units in seven American cities.

What makes a good cause marketing initiative?

1. A natural/logical relationship between the brand and the cause.  In the case of Jon Bon Jovi, the relationship is clear.  His music has often been about the struggles of the average man.  In fact, his latest album includes a song called “Working For The Working Man” and numerous songs inspired by the economic meltdown.  Jon Bon Jovi has never been one to flaunt his riches.  Many of the people finding themselves homeless today are those who were walking the fine line between making it and not prior to the economic collapse, and all of us can relate to having to do more with less than ever before.

2. The PR happens (relatively) organically.  Jon Bon Jovi isn’t calling this the “Bon Jovi Helps The Homeless Tour”.  The good PR will happen in large part because he isn’t actively seeking it.  He is simply meeting with local homeless groups in each city and touring the areas where his foundation could assist them.  He isn’t doing it with news cameras and paparazzi.  Yes, he has a PR machine working with his foundation, but they are not exploiting the cause in order to increase Jon’s profile.

3. The cause is timely.  With the state of the economy and with people not eager to pay higher taxes, now is the perfect time to investigate new ways to help the homeless.  The cause is an evergreen one that won’t be going away, but there’s no question that it is a particular hot button these days.  It is important that the cause your brand supports is one that connects with people’s present state-of-mind, otherwise it is unlikely your efforts will register with customers.

Cause marketing is vital. As Roy Williams has observed, today’s society is one of increasing civil responsibility.  It seems with each day we feel a stronger sense of community (that link is worth checking out, by the way). We are more likely than ever before to be loyal to a brand that gives back to our community in a meaningful way.

What does your brand give back?  Have you developed a sense of higher purpose?  Do you leave your customers with the feeling that you care about the same things they do?

Some examples of rock stars and rock star brands who give back to their communities:

Dave Matthews Band established the Bama Works Foundation in 1999 to help disadvantaged youth and the disabled.  The foundation has also assisted environmental causes, the arts, and humanities.

Metallica has developed a relationship with Live Earth to use their concerts to raise money for the environment and fight climate change.

Elton John’s work with AIDS foundations has been well documented.

Whole Foods gives back 5% of their annual net profits to community causes, often determined by the local stores based on the needs of each individual community.

Last year, Ford donated $20 per test drive on each new car to the Susan G. Komen Foundation to help cure cancer.

Several times over the past few years, Apple has used the iTunes store to sell charity albums and songs without taking any profit.  When the world’s largest music store decides to donate their cut of the profit, the numbers are significant.

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Hollywood celebrities and musicians are lining up to be part of the upcoming “Hope for Haiti” benefit organized by George Clooney.  Justin Timberlake, Sting, Bono, Christina Aguilera, and Alicia Keys are confirmed so far. On January 22, Clooney will co-host the benefit along with Haitian-born Wyclef Jean.

Wyclef, it should be known, has worked tirelessly for his impoverished home country for years now.  His Yele Haiti foundation has done tremendous work in the country, and his music has brought worldwide attention to Haiti.

Social causes have long been a part of rock ‘n roll.  In the 60′s and 70′s, rock music trumpeted the socially relevant causes of racial equality, gender bias, and the war in Vietnam.  In the 80′s, the Live Aid concerts were a milestone in understanding the immense power of popular music as a vehicle for social change and raising change in the form of cash.  More recently, rock stars have helped instigate political change.  There’s no question that the support of Bruce Springsteen, Dave Matthews, and Will.i.am had an impact on the 2008 Presidential election!

“Cause marketing” is the umbrella term given to brands that align themselves with causes.  These partnerships generally have mutual benefit, giving the brand the PR and the warm glow of helping out and giving the cause added publicity and money.  While it may sound mercenary on the surface, there’s nothing inherently wrong with cause marketing.

Rock star brands should ask some key questions when it comes to cause marketing:

1. Does the partnership truly benefit the cause?  Embarking on a cause marketing campaign in the name of your brand’s own selfish gain never works.  If you partner with a cause, work hard to understand what they hope to gain and work hard to make it happen.

2. Is there any consumer benefit?  Creating a cause marketing partnership will only work when the consumer stands to benefit.  It is the consumer benefit that drives sales and brand awareness, and drives benefit to the cause.  No consumer benefit, and everyone involves usually loses.

3. Is everything transparent?  Even the great work Wyclef Jean has done with Yele Haiti has come under scrutiny.  If you can’t disclose everything about your cause marketing partnerships, you shouldn’t be in them.

4. Is the campaign authentic?  Nike’s “LIVESTRONG” campaign has worked brilliantly because it is wonderfully authentic.  Lance Armstrong is a cancer survivor who has conquered the Tour De France seven times.  Nike’s alignment with Lance and their promotion of “LIVESTRONG” as a brand itself has been very powerful.

5. Is the partnership congruent?  Great cause marketing campaigns involve brands and causes that make sense to the consumer.  Aligning brands with causes that share similar values, goals, and missions is vital.  A Rihanna campaign to reduce violence against women would make perfect sense.  But an Ozzy Osbourne alliance with animal rights might not.

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Tim McGraw is setting the table for change.

The country star was profiled in the Wall Street Journal last week about his changing career.  The piece delves into country music’s challenges in the social networking world, and serves as an umbrella article about how country artists are using MySpace, Facebook, Twitter, and other tools of modern era to expand their reach.

But the real goal of the article was to set the table for Tim McGraw to evolve.

He has recorded an album using some guest star musicians… the guitarist from Paul McCartney’s band… the keyboard player from Foo Fighters.  He has hired new management, the same company that steers the career courses of Dave Matthews and Phish.  His new endorsements go beyond NASCAR, and include Gilette and Outback Steakhouse.  And he has recorded new music that has an edge not previously heard in his work.

As Tim was quoted as saying in the article, he is a 42 year-old married father and ”singing about country boys and girls getting down on the farm doesn’t ring true after a certain point.”

Clearly Tim McGraw sees himself growing into a more mature performer with a new sound that his fans are not used to hearing.

These steps all serve the create the perfect environment for that change.

People don’t fear change itself.  Most people accept that change is inevitable.

People fear discomfort.  They fear the unexpected.  They fear being left behind.  They resent the unanticipated.

But if you carefully set expectations for change, it becomes far less frightening.

Let your customers know your brand is evolving.

Seek their input.

Communicate with them.

Tell them why.

With smart planning and communication, the Tim McGraw brand will enjoy a very successful evolution.

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