Leveraging a Cause to Support Your Business Peter Paris, Program & Marketing Director

K.I.D.S./Fashion Delivers, Inc.

October 6, 2014

(877) 769-3047 (408) 404-0152 fax sales@agilone.com

AgilOne, Inc. 1091 N Shoreline Blvd. #250 Mountain View, CA 94043

Consumers and Causes

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Cause sponsorship is predicted to reach $1.84 billion in 2014, a projected increase of 3.4% over 2013; 2013’s total was a 4.8% increase over 2012. IEG Sponsorship Report

91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. 2013 Cone Communications/ Echo Global CSR Study

50% of global consumers said they would be willing to pay more for goods and services to reward companies that give back to society (44% in the U.S. and 38% in Canada). Nielsen 2013 Consumers Who Care Study

93% of consumers want to know what companies are doing to make the world a better place and 91% also want to be heard by companies.  Unfortunately, 71% report being confused by the message companies use to talk about their efforts and impacts. 2011 Cone/Echo Global CR Study

What Do We Call It?

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Cause Marketing vs. Corporate Social Responsibility

Supports the larger organization

Supports a particular brand or product

How Does It Help?

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Measuring the impact of cause relationships

•  Leveraging existing metrics

•  $ Value

•  # Helped

•  Identifying new benchmarks

•  Social media and customer engagement

The Right Cause

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Making your brand relevant through a cause

•  Working with nonprofits

•  What cause makes sense for your brand or company?

•  What cause motivates/makes sense to your customers?

•  Choosing/avoiding issues

Your Brand & Causes

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How will you provide support?

•  Money – Most efficient, flexible

•  Product – Gifts In Kind: direct line to brand/company

•  Events – Consumer or industry options

Telling the Story

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Leverage your program for content

•  Define partnership communications roles

•  Marketing/advertising

•  Publicity/spokespersons

•  Social media

•  Employee engagement

Follow the Law

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Legal and regulatory issues

•  Fundraising v. Donating – engaging v. leading

•  Commercial Co-Ventures – details, regulations

•  State Requirements Vary – consult lawyers & accountants

•  Use a legal agreement to cover expectations

Program Examples

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Burlington Stores •  Strategic timing of various

partners

•  Store openings

•  Book Buddies

•  Coat Drive/Toy Drive

Program Examples

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BCBG Stores •  Buy one, give one

•  Flexible timing

•  In-store, Out-of-store marketing

•  Extension through follow-up

Program Examples

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BOBS from Skechers •  Distributing shoes made for

donation

•  1 million pairs per year

•  Supports brand’s key feature

•  Leveraging the program for business partners

Program Examples

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Carter’s/Osh Kosh B’gosh •  Excess product collection at

store level

•  Local charity partners matched to stores

•  Promotion-based activities add to ongoing donations

Program Examples

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Echo Design •  Ecommerce: Buy one, give two

•  Manufacturer, reaching consumers online

•  Flexibility for annual cause focus

Resources  

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Useful Links

http://www.causemarketingforum.com

http://www.guidestar.org/

https://www.charitynavigator.org/

http://www.gtlaw.com/News-Events/Publications/Published-Articles/136580/For-Goodness-Sake-Legal-Regulation-and-Best-Practices-in-the-Field-of-Cause-Related-Marketing

http://www.charitiesnys.com/cause_marketing.jsp

http://www.burlingtoncoatfactory.com/AboutUs/CommunityRelations.aspx

Q&A Peter Paris Program & Marketing Director K.I.D.S./Fashion Delivers, Inc. 266 W. 37th St. 22nd Fl NY, NY 10018 Office 646 362 9091 www.DonateProduct.com

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