Cause Marketing - Moving to Win-Win-Win (NAMA 2009)

Today’s Goals ,[object Object],[object Object],[object Object],While growing rapidly in most sectors, “ag sector” shows limited use of cause marketing. As the “causeaholic,” my goal is to change that!

What? Cause Non-Profit Corporate Partners Association Partner ,[object Object],$ Basics

Loads of Hope New Orleans, San Diego, Galveston, Waterloo: 30,000 loads to date Examples

Sam’s, Aquafina & KAB 37 Million bottles; $300,000; 100,000 fleece jackets! Examples

Bread Art Project ,[object Object],Milling & Baking Industry Donated $50,000 to Feeding America + $1 per submission up to $50,000 Examples

Target & St. Jude 200,000 purchased; $300,000 to St. Jude Examples

Colgate & RIF $800,000 + 58,000 books since 2004 Examples

Be a ,[object Object],[object Object],[object Object],1,477 participants; $7,385; 296 USO care packages Examples

National Geographic Kids – Cotton Inc Guinness record by turning old jeans into home insulation Examples

Why? ,[object Object],[object Object],[object Object],[object Object],Source: 2008 Cone/Duke University Behavioral Cause Study Basics

Why? Trying to reach Generation Y? Source: 2008 Cone/Duke University Behavioral Cause Study Basics

Benefits ,[object Object],[object Object],[object Object],[object Object],Basics

Why? ,[object Object],[object Object],[object Object],[object Object],Basics

Why? ,[object Object],[object Object],[object Object],[object Object],[object Object],Basics

Finding Partners? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics

How – Cause Types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics

Measurement & Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics

Measurement & Evaluation Basics

The Challenge Trees to troops Practice

Who? Cause: Military families Practice

The Program ,[object Object],[object Object],Coordination & Fund-raising 4,000 – 6,000 trees from consumers & retailers Fed Ex : 59,000+ miles + 10,000 air miles + volunteers 53 bases 17,000 families Practice

Power of Cause Marketing http://www.msnbc.msn.com/id/3032619/#2821063

23.4 MILLION households said they saw, read or heard about Trees for Troops Reach & Impact 2008 Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 Practice

[object Object],Reach & Impact Practice

[object Object],[object Object],[object Object],[object Object],Summary Practice

Evaluating (CSF perspective) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What other program could generate this much local and national (positive) media coverage? Practice

Key Learnings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],8) Share the passion Practice

12 Steps to Cause Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basics

Resources : ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cause Marketing - Moving to Win-Win-Win (NAMA 2009)

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Cause Marketing - Moving to Win-Win-Win (NAMA 2009)

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