moving to win-win-win with cause marketing - 2009 great ideas session (handout)

2009 Idea Lab

Moving from Win-Win to Win-Win-Win with Cause Marketing

Steve DrakePresident, Drake & CompanyFebruary 23, 2009

Connecting Great Ideas and Great People

Power of Cause Marketing

Basic

What?

Cause marketing happens when a not-for-profit and a for-profit partner for purpose, passion and profit.

Basic

Why?

Create awareness to advance your mission

Generate funding for your organization and/or the cause

Engage members

Get caught doing good

Basic

Why?

Summary of Cone Research85% of Americans have a more positive image of

a product or company when it supports a cause79% would likely switch from one brand to another

if the other brand is associated with a good causeTop “issues” are education, economic

development, health & disease, access to clean water

91% of Americans want companies to tell them how they are supporting causes

79% want to work for a company that cares how it impacts society

Basic

Total79%38%

28%

Gen Y88%51%

41%

Basic Why? Summary of Cone Research

Response Likely to switch to brand with cause Have purchased product or service

associated with a cause (last 12 months) Want to see a percentage of purchase

donated to charity

Who?

Non-profit + For-profit

Corporation 501(c)(6)

501(c)(3)Cause: Military families

Basic

How?

If you are a 501(c)(3) with a charitable purpose …

Look for corporations seeking partners

If you are a trade association or a professional society …

Look for charity / non-profit with a mission for which your members would have a passion

Look for a corporation that is interested in the charity and your members

Basic

How – Finding Partners?

Look for a company that “fits”

Basic

“Frame” your search:“Size”

Use “tools” to search for the company

“Geographic scope”“Product” or “Service”

“Philosophy”

Company Web sites Internet directoriesBusiness sources such as Hoovers

How – Cause Types

What “tools” can be used to implement the cause?

Basic

Social / Public Service marketing

Use “tools” to search for the company

Purchase Plus

Product sales

Product licensing

Promotional campaign

Co-branded program

Co-branded events (runs, rides, auctions, golf, etc.)

12 Steps to Cause Marketing1) Select cause

Harmony (with mission) is key

2) Make it personal For donors, members,

employees

3) Decide on partner(s) Big or small pond?

4) Understand each other You own your brand

5) Disclose special arrangements Transparency Who is doing the PR?

6) Determine which form See list of types of cause

programs

7) Develop PR support plan Get recognized for doing good

8) Establish metrics Measure your marketing

9) Refresh & update Continuous improvement

10) Be flexible Change on fly if needed

11) Review & evaluate Set a date on when you will

review and renew

12) Take time to celebrate Build celebration into your

campaign Include volunteers, partners,

staff, etc.

Basic

Practice

Target & St. JudePractice

Pedigree AdoptionPractice

Sam’s, Aquafina & KABPractice

Colgate & RIFPractice

Example 5Life in art:

Capturing yours & saving another Wedding Photography: 1-time,

expensive ($5,000+) Purchase Donates portion of wedding

fees to purchase one water filter in name of the couple

Davis Photography & TRIPractice

Practice Measurement & Evaluation

1) Did it achieve objectives?

2) “Survey” participants & members

3) Media “hits”

4) Funds raised

5) Public opinion (consumer polling)

6) Other

Practice Measurement & Evaluation

Case Study

Practice

The Challenge

Trees to troops

Practice

The “Call”Practice

The Partners

1,250 members30+ million customers

Advance Spirit of Christmas for kids,

families & environment

FedEx:Delivery vehicles & logistics U.S. military

All branches

Practice

Coordination & Fund-raising4,000 – 6,000 trees from

consumers

The Program

10,000 - 12,000 treesLocal media

FedEx:59,000+ miles+ 10,000 air miles+ volunteers

ArrangementsFamilies

Practice

50,554 military families received farm-grown Christmas trees

Delivered to 53 military locations in 17 countries

Coordinated international media coverage

Practice

Building on Success

GM (Saturn) New Holland Enterprise Rent-A-Car Foundation Help-America Foundation Sundt Foundation Sato Labeling American Freedom Foundation USA TODAY Drake & Company Individual Donors

Practice

23.4 MILLION households said they saw, read or heard about Trees for Troops

3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008

Reach & ImpactPractice

2008 Trees for Troops

Evaluating (CSF perspective)

Delivered fresh, farm-grown trees to 50,500 families in four years

Generated $1 million (cash + in-kind) per year for four years

Produced millions of media impressions Recognized by 23 million U.S. households Engaged and touched 71% of organization’s members Earned three national awards

What other program could reach this level?

Practice

Key Learnings1) Make it personal2) Make it relevant3) Make it transparent4) If you are the charity, own “the brand”

Example, it is the Trees for Troops program NOT the FedEx Trees for Troops program

Be clear on this (upfront) with corporate partners

5) Create partnerships6) Seek other non-competing partners7) Continuously refresh and update7.44) Share the passion

Practice

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#

Contact Information:

Steve DrakePresident, Drake & CompanyPhone: 636-449-5050 E-mail: drake@drakeco.comWebsites: www.asaecenter.org

www.drakeco.com

Connecting Great Ideas and Great People