Cause marketing offers huge benefits for associations and the companies and nonprofits they work with. This Webinar power point provides examples, explanations and a case study on why cause marketing is growing, how it works and the 12 steps to get started.
2. About Steve DrakeBio
AKA “Causeaholic”
Owner of accredited association management company
Manages award-winning cause marketing
programs
Founder of three national organizations
Varsity ice hockey at Ohio State
Reported from Neil Armstrong’s parents during 1969
moon walk
Started woman’s college basketball team
3. Today’s Agenda
1) Quick pulse & summary of research
2) Basics about Cause Marketing for associations
3) Examples & Case Study
4) Getting Started
5) Q&A
4. Round up
Cause Marketing - Associations
2008 Survey
Based on 86 respondents
(representing about 250 associations)
(AMCs represent 32.6% of responses)
5. Do you have a foundation or
charitable organization?
59.7%
40.3%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Yes No
Round up
6. % of Budget on Cause
Marketing
75.4%
3.0% 1.5% 1.5%
18.5%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
0%
75%-99%
50%-75%
25%-50%
Less than 25%
Round up
7. Why are you NOT involved in
a Cause Marketing program?
44.3%
36.0%
26.2%
23.0%
18.0%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00% Haven't thought about it
Haven't found right cause
or partner
Not a priority
Don't have time or
expertise
Board doesn't see need
Round up
8. Quick Pulse
1) Who is here?
a) Non-profit (charity)
b) Association (trade or professional)
c) AMC
d) For-profit Company
e) Communications (Ad, PR) Agency
f) Other
2) Familiarity with Cause Marketing?
a) Not sure what it is
b) Heard about it but no direct experience
c) Some direct experience
d) Substantial experience
20. Thoughts on Examples
1) Cause marketing is marketing, NOT
philanthropy2) All cause is local … even national programs
3) Connecting the unconnected
4) Can have multiple partners (for profit or NFP)
within the alliance
5) Other?
Examples
22. Why?
Create awareness to advance your mission
Generate funding for your organization and/or
cause
Create local advocates, engage members and
donors
Basics
For Associations & Non-Profits:
Provide tangible member benefit
23. BenefitsBasics
Create awareness to advance your strategy
Increase customer loyalty and sales
Engage employees and stakeholders
For Companies:
24. Why?
85% of Americans more positive
Basics
79% would likely switch brands
79% want to work for a company that cares
Increased Sales, Profits & Funding:
Source: 2008 Cone/Duke University Behavioral Cause Study
25. Basics Why?
Trying to reach Generation Y?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Sw itch Brands Have Purchased Expect Donation
Overall Gen Y
Source: 2008 Cone/Duke University Behavioral Cause Study
26. Why?
Top “issues” for causes:
education
economic development
health & disease
access to clean water
Basics
27. Finding Partners?Basics
“Frame” your search:
“Size”
“Geographic scope”
“Product” or “Service”
“Philosophy”
Look for non-profits with a parallel cause
Look for companies and/or associations that fit
mission of your non-profit
Look for cause that will motivate & engage
your association’s members
28. How – Cause Types
What “tools” can be used to implement the cause?
Basics
Social/Public Service marketing
Purchase Plus
Product sales
Product licensing
Promotional campaign
Co-branded program
Co-branded events (runs, rides, auctions, golf, etc.)
29. Measurement & Metrics
Use same measurement tools as other marketing:
Media impressions
Customer Loyalty Index
Memberships and/or product sales
Numbers engaged in programs
Dollars generated
Basics
31. Questions?
1) What is Cause Marketing?
2) What are benefits?
3) Why are companies/charities doing Cause Marketing?
4) How do you measure Cause Marketing?
5) Other?
Basics
36. Coordination & Fund-raising
The Program – 2005 &
2006
290 – 650 farms
4,300 - 11,854 trees
Local media
FedEx:
5,000 – 13,650 miles
+ 10,000 air miles
+ volunteers
5 - 17 bases
2 – 4 branches
4,300-11,854 families
Practice
37. 2005 Trees for Troops:
By the Numbers
3 routes
5 bases
+ overseas
17 states
290 donors
4,300 trees
4,600 miles
38.
39. Refreshing the Program
Consumers: “How can we be involved”?
Practice
Solution: Trees for Troops Weekend
Retailers:
Pay participation fee
Receive T4T “tool kit”
Get FedEx trailer on site for weekend
Consumers buy and donate tree to service member
Foundation receives cash to support programs
40. Coordination & Fund-raising
4,500 – 4,654 trees from
consumers & retailers
The Program – 2007 &
2008
600 – 800 farms
12,346 - 12,428 trees
Local media
FedEx:
59,000+ miles
+ 10,000 air miles
+ volunteers
4 - 5 branches
49-53 bases
16,846-17,082 families
Practice
44. During the past holiday season, did you read, see, or hear
anything about the Trees for Troops program though which
Christmas trees were being donated to troops and their
families and being delivered to military bases by FedEx?
14.7
13.7
14.2
10
11
12
13
14
15
2005 2006 2007
Million Households
Households t hat Recalled Seeing,
Hearing or Reading about Trees for
Troops
Practice Reach & Impact
45. 23.4 MILLION
households said they saw,
read or heard about Trees
for Troops
Reach & ImpactPractice
2008 Trees for
Troops
3.4 MILLION
households said T4T
“influenced” their decision to
purchase a Real Tree in
2008
46. 50,554 military families
received farm-grown Christmas
trees
Practice
53 military locations
17 countries
international media
coverage
Summary
47. Evaluating (CSF perspective)
Delivered fresh, farm-grown trees to 50,554 families
Created millions of media impressions
Reached 23 million U.S. households
Engaged 71% of organization’s members
Generated $1 million (cash & in-kind) per year
Cost: 1,200 - 1,400 staff hours and $10,000± expenses
Practice
What other program could generate this much
local and national (positive) media coverage?
48. Thoughts on Case
Study
1) All cause is local!
2) Plan & coordinate
3) Be Flexible
4) Refresh
5) Financial model
6) Other?
Practice
49. Key Learnings
1) Make it personal
Practice
2) Make it relevant
3) Make it local
5) If you are the charity, own “the brand”
6) Create partnerships/alliances
7) Seek other non-competing partners
8) Continuously refresh and update
9) Share the passion
4) Make it transparent
50. Getting StartedBasics
1) Select cause
Harmony (with mission) is key
2) Make it personal
Make it local
For donors, members, employees
3) Decide on partner(s)
Big or small pond?
51. Getting StartedBasics
4) Understand each other
You own your brand
5) Disclose special arrangements
Transparency
Who is doing the PR?
6) Determine which form (See slide 26)
See list of types of cause programs
52. Getting StartedBasics
7) Develop PR support plan
Get recognized for doing good
7) Establish metrics
Measure your marketing
7) Refresh & update
Continuous improvement
53. Getting StartedBasics
10)Be flexible
Change on fly if needed
10)Review & evaluate
Set a date on when you will review and renew
10)Take time to celebrate
Build celebration into your campaign
Include volunteers, partners, staff, etc.
54. 12 Steps to Cause Marketing
1) Select cause
Harmony (with mission) is key
1) Make it personal
Make it local for donors,
members, employees
1) Decide on partner(s)
Big or small pond?
1) Understand each other
You own your brand
1) Disclose special arrangements
Transparency
Who is doing the PR?
1) Determine which form
See list of types of cause
programs
7) Develop PR support plan
Get recognized for doing good
7) Establish metrics
Measure your marketing
7) Refresh & update
Continuous improvement
7) Be flexible
Change on fly if needed
7) Review & evaluate
Set a date on when you will review
and renew
7) Take time to celebrate
Build celebration into your
campaign
Include volunteers, partners, staff,
etc.
Basics
55. Resources:
12 Steps to Successful Cause Marketing
http://blog.drakeco.com/2008_06_01_archive.html
Cone-Duke Research http://www.businesswire.com/portal/site/google/?
ndmViewId=news_view&newsId=20081001005317&newsLang=en
2008 Cause Study, PR Week http://barkleyus.com/articles/show/43-
pr_week_cause_survey_2008#
Highlights & case studies http://www.causeaholic.com
6 of 10 were a 501(c)(3) charitable organization … but …
Three out of four are NOT engaged in cause marketing
Why NOT? (multiple answers permitted) most because they hadn’t thought about it, not a priority or didn’t have expertise
Nonprofits reporting fewer corporate sponsors during recession … QUESTION: is it also that more are switching from Corporate PHILANTHROPY to CAUSE MARKETING???
The Classic connecting the unconnected. Toothpaste & books … launched during “back to school” period. Colgate donated book collections; organized in-store readings; publicized free dental-care visits; donated toothpaste.
CAUSE: Sam’s + Pepsi – recycled plastic bottles … converted to fleece jackets. Results: 37 million bottles recycled. Sam’s donated $300,000+ to Keep America Beautiful affiliates and schools. Aquafina sales at Sam’s clubs up $50 million. And, the program resulted in 100,000 fleece jackets donated to children in need.
EXAMPLE OF TRANSATIONAL CAUSE PROGRAM: Holiday program … Target pledged $1.50 per “Stuffed elephant” gift card holder … consumers purchased about 200,000 gift elephants … … St. Jude received $300,000!
If you manage a trade association with local retail members, contact Steve Drake (drake@drakeco.com) as I have two turn-key cause marketing campaigns ideal for a trade association with members who are local retailers.
Purchase plus: Walgrees to Hope Blooms (Cancer)
Product sales: Ben & Jerrys to KaBoom; Nike to Lance Armstrong Foundation; Target to St. Jude
Product Licensing: Valspar’s American Traditions Paint to National Trust for Historic Preservation; MBNA Credit card to The Nature Conservancy
Promotional Campaign: Yoplait’s Save Lids to Save Lives for Komen; Cheerios to First Book (Spoonful of Stories)
Co-branded Events: Novartis US Transplant Games to National Kidney
Social / Public Service: Crest Health Smiles to BGCs; HHS, Coke & Craft Foods “Triple Play” to BGCs
Click to run NBC video
That ran 2:37 … what could you do to get your organization two & one-half minutes on network tv?
FINAL COMMENTS:
Thank you
Thanks to Boston Conferencing … please complete survey
Urge you to consider cause marketing as a tool to energize your base; create positive public relations and advance your mission
Make it local
If you need help, contact me.