A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.

1. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
James Windon, Causes
Lynley Sides, The Glue Network
Gaelan Brown, 1% for the Planet
Meri-Margaret Deoudes, National Wildlife Fed.
Judah Schiller, GameDesk
Johanna O'Kelley, Sierra Club
Ian Hanna, Forest Stewardship Council US
Nathan Benjamin, Planet Reuse

2. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
James Windon, Causes

3. CauseWay
Sustainable Brands Conference
San Diego, CA
June 5, 2012
James Windon and Aaron Schiller

4. Agenda
• The new opportunity for brands
and nonprofits
• Case Study: AT&T on Causes
• Today’s Prize!

5. The new opportunity
for brands and nonprofits

6. The new opportunity
Authentic
Engagement

7. The new opportunity
Authentic Social
Engagement Promotion

8. The new opportunity
Authentic Social Community
Engagement Promotion Building

9. Case Study: AT&T on Causes

10. Goals for the Campaign
Brand Brand Behavioral
Awareness Advocacy Change

12. Action Detail Page
Every branded campaign has a customized detail page, that is highly optimized to maximize conversion of
visitors to take action.

15. Nonprofit Contribution - Content

16. Nonprofit Contribution - Supporters

17. Results

18. Results
People who participated in the Connect For Good
community were 100% more likely to agree with the
BRAND AWARENESS statement that “AT&T has many initiatives to better our
community”
People who participated in the Connect For Good
community were 50% more likely to be very interested in
BRAND ENGAGEMENT opportunities to engage with AT&T around the company’s
charitable initiatives.
People who participated in the Connect For Good
BRAND ADVOCACY community were 40% more likely to recommend
AT&T to a friend or family member
93% of the individuals who pledged not to text and
BEHAVIORAL CHANGE drive reported that since taking the pledge they had not
texted at all, or encouraged others to not text and drive

19. The Prize!

20. $30K Sponsorship Package on Causes

21. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Gaelan Brown, 1% for the Planet

22. Do employees of your wholesale accounts make
music videos about your product?

24. Is Patagonia Advocate Week:
“Cause Marketing?”
“Triple Bottom Line?”
…or is this that hard-to-label place
where sustainability, community and
economy merge and everyone wins?
3

29. In Summary
• Environmental stewardship + empowered stakeholders =
engaged buyers and employees.
• Localize, Socialize, and Mobilize around environmental
issues = grassroots authenticity.
• 1% for the Planet challenges YOU to create the transparent
and engaging program for our presentation at Sustainable
Brands 2013!

30. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Ian Hanna, Forest Stewardship Council US

31. Forest Stewardship Council
Consumers Are Ready for FSC,
Are You?
How the Forest Stewardship Council Can Drive
Purchase Preference
Sustainable Brands 2012
® FSC, A.C. All rights reserved

32. Forest Stewardship Council
US Market Impact & Responsibility
® FSC, A.C. All rights reserved 2

33. Forest Stewardship Council
® FSC, A.C. All rights reserved 3

34. Forest Stewardship Council
US Market Expansion
• Corporate leadership
driving momentum
• From <1% to 5%
share in last three
years
• A tipping point has
been reached
® FSC, A.C. All rights reserved 4

35. Forest Stewardship Council
Mainstream: Building Relevance
It’s all about:
• Having Knowledge
• Wielding Power
• Knowing Impact
• Creating Change
• Making it Easy
• Generating Goodwill
® FSC, A.C. All rights reserved 5

36. Forest Stewardship Council
Does The Mainstream Care?
• Our qualitative and quantitative research says emphatically “YES”
• We have found a message that unites ‘across the green chasm’
MAJOR
VALUES GAP
Dark Greens Upper Middle Greens Lower MGs Green Rejecters
88% 70%
FSC message “Very/Extremely Appealing”
® FSC, A.C. All rights reserved 6

37. Forest Stewardship Council
What Your Brand Can Do
• Use more FSC in
your supply chain
• Get the credit you
deserve
• Help us tell the
story as we go
mainstream
® FSC, A.C. All rights reserved 7

38. Forest Stewardship Council
Thank You!
Forest Stewardship Council US
212 Third Ave North, Suite 504
Minneapolis, MN 55401
Ian Hanna
Director of Business Development
904-333-1714
i.hanna@us.fsc.org
www.us.fsc.org
® FSC, A.C. All rights reserved 8

39. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Lynley Sides, The Glue Network

41. PROFIT
FROM DOING GOOD

42. PARTNER FOR GOOD
1:1 OR 1:MANY
PROJECTS:
Educate 1 Child:
NON-PROFITS:
Living Water
Guatemala
Keep a Breast
Water System: Haiti Plant with Purpose
Two Chickens: World Vision
Philippines
Surfrider Foundation
Help Children With
Cancer: USA Invisible Children
Stand Up For Kids
Malaria Nets:
Mozambique Pencils of Promise
Bike To School: Max Cure Foundation
Zambia
World Bicycle Relief
Meals for Street
Light Gives Heat
Kids: USA
Hope International
Agri-Pack: Ethiopia
The Thirst Project

43. BE SOCIAL
BRAND
Zac Keeler !
BRAND and I helped fund
Two Soccer Balls via
$
World Vision. You can
help too! glue.bz/432fdg !
EMPOWER! ENGAGE! ADVOCATE! ATTRACT!

44. SOFTWARE
APPAREL
HEALTHCARE
COMPUTERS
MUSIC
GIVING3
GOOD FOR GOOD FOR BUSINESS
GOOD FOR THE
CONSUMERS
LOYALTY & DATA
WORLD
SHARES 2X
CLICKS 30X

45. SPEND FOR RESULTS

46. What Are You Glued To?!
!
LYNLEY SIDES!
CEO!
lynley@thegluenetwork.com!
!
Follow The Glue Network on:!
Confidential and Proprietary Information - Copyright © The Glue Network 2010 - All Rights Reserved

47. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Meri-Margaret Deoudes, National Wildlife Federation
1

48. National Wildlife Federation
Corporate Partnerships

49. NWF Overview
• National Wildlife Federation is America's
largest conservation organization
• The mission is to inspire Americans to
protect wildlife for our children’s future
– Connect kids and nature
– Protect wildlife and wild places
– Address climate change
• Award-winning magazines have been
educating children and adults for more than
40 years
3

50. NWF Audience Overview
Reach:
• Over 4 million members, supporters and subscribers
• National and regional organizations
• Multiple marketing channels with messages that resonate with
consumers
Audiences:
• Women, moms, parents and grandparents
• School children, teachers and faculty
• Activists and community leaders
• Employees via corporate volunteer opportunities
Measurable Goals:
• Based on participants, publicity and awareness to support partnership
evaluation and growth
Media Savvy:
• Empowering, inspiring messages that provide ideas, solutions and
activities that resonate with the media
• Pioneers in social media in non-profit sector
• Adept, experienced media spokespeople 4

51. Corporate Partnerships
Opportunities for partnership
Marketing Opportunities
• Sponsorship
• Co-branded promotions
• Cause Marketing
• Affinity
• Licensing
Education Programs
• K-12 “Green” STEM education
• Campus Ecology
Sustainability
• Forest Footprint Disclosure Project
• Consulting
Employee engagement
• Restoration projects
• School audits
• NWF events
5

52. NWF Marketing Platform
Be Out There
Mission:
Keeping families connected to the outdoors to raise
happier and healthier kids and inspire a life-long
appreciation of wildlife and nature
Goals:
• Reach 22 million American moms
• 10 million kids Overcome the barriers
to outdoor play
Program Overview:
Consumer-facing movement Promote health benefits
to unstructured play Balance screen time
and green time
time
• Target audience: Moms
• Scalable program with easy engagement A passionate, authentic and integrated
opportunities movement to develop healthier,
happier and smarter kids
• Multiple components: events, activities, reports
Simple solutions Provide interactive
• Focus on health and environment integrated into a family’s
lifestyle
resources and engaging
activities
• Promotes easy, adaptable solutions
Develop events families
can explore in their own
backyard or community
6

53. NWF Education Platforms
Eco-Schools USA & Campus Ecology
Eco-Schools USA (K-12)
• Focus on greening school buildings, grounds
and curriculum
• STEM learning
Campus Ecology
• Student outreach programs, campus
consulting, educational events and resources
Campus Conservation Nationals
• Nationwide competition challenging colleges
and universities to reduce electricity and
water use
Greenforce
• Strengthens workforce development and
sustainability practices at community colleges
7

54. NWF Sustainability Platform
Forest Footprint Disclosure Project
Do you have any of these Risks to be aware of:
commodities in your supply
chain? • Reputational
• Environmental
TIMBER • Regulatory
How NWF can help:
PALM OIL • Determine your Forest Footprint and
mitigate risk
• Advise on best ROI for certifications and
BEEF/LEATHER memberships
• Guide social media and outreach
strategies
• Deliver reports from forest risk experts
SOY on sourcing and sustainability
BIOFUELS 8

55. NWF Partner Activation
Partnerships can be shared via NWF Marketing Channels through integration:
Publications
Ranger Rick
Your Big Backyard
Catalog Wild Animal Baby
NWF catalog buyers National Wildlife Magazine Social Media
Mommy Bloggers
Facebook
Twitter
Pinterest
Events and
Activities
Hike & Seek
Great American Backyard Campout Media/Public Relations
Ranger Rick’s Geocache Trails Media Spokesman:
NatureFind David Mizejewski
Activity Finder Subject-Matter Experts
Websites
Collateral Materials NWF.org
Event or program specific Programs
Printed or downloadable Events
Emails/Enewsletters
Segmented by audience
9

56. Partnerships Examples
Past and Present
10

57. NWF Contacts
Meri-Margaret Deoudes
Vice President
Corporate Relations & Special Events
National Wildlife Federation
deoudesm@nwf.org
Mari Canizales
Senior Manager
Corporate Relations & Special Events
National Wildlife Federation
canizalesm@nwf.org
11

58. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Nathan Benjamin, Planet Reuse

59. Revolutionizing Reuse
for the Built Environment
Nathan Benjamin, Principal + Founder
Copyright © 2012 PlanetReuse, LLC

60. 25-40% of landfill waste comes from
building construction and demolition.
Project:
Mountain
Equipment
Co-­‐op,
Winnipeg
Current
Reuse
Industry
Photo:
Courtesy
Prairie
Architects
Copyright © 2012 PlanetReuse, LLC
Source:
Building
Materials
Reuse
AssocaAon

61. 25% of the buildings Existing in 2000
will be Replaced by 2030
Copyright © 2012 PlanetReuse, LLC
Reference:
Environmental
Building
News

62. Expertise + Technology + Education
to grow the Reuse Network
• Facility Owners
• Architecture/Design
Community
• Material Manufacturers
• Reuse Retailers
Have Need
Stuff Stuff
Copyright © 2012 PlanetReuse, LLC

63. Case Study
Facility Owners
and
Design Community
Copyright © 2012 PlanetReuse, LLC

64. Omega Center for Sustainable Living
Rhinebeck, NY
Living Building Challenge & LEED Platinum Certified

65. Greensburg School National Resources Defense Council
Greensburg School
Greensburg, KS Washington, DC
Greensburg, KS Reclaimed Steel Copyright © 2012 PlanetReuse, LLC
Plate Countertops
LEED Platinum Certified Copyright © 2012 PlanetReuse, LLC

66. Case Study
Material Manufacturers:
Carpet
Copyright © 2012 PlanetReuse, LLC

67. Photo
courtesy
of
Interface
Copyright © 2012 PlanetReuse, LLC
Copyright © 2012 PlanetReuse, LLC

68. Copyright © 2012 PlanetReuse, LLC

69. Limited Recycling Centers
Copyright © 2012 PlanetReuse, LLC LLC
Copyright © 2012 PlanetReuse,

70. Huge Network of Reuse Centers
In Q1 of 2012, more carpet tile has
been reused than in all of 2011
Copyright © 2012 PlanetReuse, LLC

71. Case Study
Reuse Retailer
Technology
Copyright © 2012 PlanetReuse, LLC

72. 1,100+ Brick & Mortar Stores
$1.8 Billion industry by 2020
- growing 15-20% per year
…with almost no online sales
Copyright © 2012 PlanetReuse, LLC

73. An all-in-one mobile solution for retail
Inventory Management + Point-of-Sale + E-commerce
Copyright © 2012 PlanetReuse, LLC

74. No matter your company or role…
PlanetReuse is making reclaimed materials
a simple alternative to buying new.
Steps:
1. Identify need
2. Build up the network & system
3. Pilot test
4. Implement (often)
5. Share the story
Copyright © 2012 PlanetReuse, LLC

75. thank you
Nathan Benjamin
nbenjamin@planetreuse.com
www.planetreuse.com
Copyright © 2012 PlanetReuse, LLC