brands taking stands accp webinar final. “the good life” sustainable brands • 82% of employees...

• Founded in 2003

• Based in Atlanta, with locations across the country

• Team of 20+ makes us one of the largest agencies focused solely on cause marketing

• Raised more than $750 million

• Created more than 250 corporate/non-profit

partnerships• Conducted more than 100 cause

marketing trainings

Michele EganVice President © 2018 For Momentum, L.L.C. All rights reserved 2

A Sampling of Our Clients

© 2018 For Momentum, L.L.C. All rights reserved 3

What Does it Mean to Take a StandBy the NumbersEmployee Perspective Consumer Perspective The Role of Community Trending IssuesQ&A


What Does it Mean to Take a Stand

• It’s about living your purpose• Not necessarily contrarian or requiring

disruption• Today, corporations consider employees

just as important as consumers• No guaranteed easy path or magic bullet,

but we’re sharing tips today that can help you find your authentic message and bring it to life


Cause Alliances Boost the Image of Nonprofits and Corporations

• 79% of consumers would donate to a charity supported by a trusted company• 76% would volunteer for a

cause that a trusted company supports

7

Source: *2017 Cone CSR Report

© 2018 For Momentum, L.L.C. All rights reserved

Cause sponsorship is predicted to reach $2.14 billion in 2018, a projected increase of 4.4% over 2017. ESP Sponsorship Report

Cause Sponsorship Spending


http://www.sponsorship.com/Report/2018/01/08/Signs-Point-To-Healthy-Sponsorship-Spending-In-201.aspx


Multifaceted, integrated partnerships are the goal

• Increase Brand Awareness

• For both partners

• Increase Brand Engagement

• Consumers

• Employees

• Achieve Business Goals

• Increase Unrestricted Revenue

• Drive Reputation, Sales, Trial, Preference, etc.

Best In Class Campaign Elements

Cause & Social Impact Drive Business Goals

•87% of companies are measuring and tracking the societal outcomes and/or impacts of their investments and starting to use the data to inform their core programs, which is up from 79% in 2013 •89% of executives surveyed said a strong sense of collective purpose drives employee satisfaction

•80% of corporate leaders said it helps increase customer loyalty

1. CECP, “Giving In Numbers”: 2017 Edition, P.262. Harvard Business Review, “The Business Case for Purpose”, 2015

10© 2018 For Momentum, L.L.C. All rights reserved

Corporate philanthropy is rapidly evolving. Today, more consumers and employees expect companies to take a leadership role in solving important social issues.

One of the best ways for companies to engage in important social problems is to partner with nonprofit organizations.

© 2018 For Momentum, L.L.C. All rights reserved11

An Evolving Marketplace


METHODOLOGY

The online survey covered a range of topics:

1. Company and Respondent Profile Information

2. Nonprofit Strategy and Decision Making

3. Partnership Selection and Activation

4. Measurement and Success

5. Peer-to-Peer/DIY Activities

STUDY OBJECTIVES:

• TO GAIN A DEEPER UNDERSTANDING OF WHAT COMPANIES LOOK FOR IN A NONPROFIT PARTNERSHIP

• TO UNCOVER DYNAMICS TO ENHANCE PLANNING, AND ULTIMATELY EFFECTIVENESS, OF CAUSE PARTNERSHIPS

• TO BRING VALUABLE KNOWLEDGE TO BOTH CORPORATE AND NONPROFIT PRACTITIONERS OF CAUSE MARKETING AND ALLIANCES

SAMPLING OF BRANDS PARTICIPATING*


*Some participants chose not to give out their company information.

A total of N=97 corporate partners completed the survey.


36% B2C Service or Product

31%B2B Service or Product

15%Retail

4%Entertainment

& Media

6%Restaurant,Hospitality,

& Travel

8%Other

Survey Q: Which of the following best describes the industry that you work in?

SURVEY PARTICIPANTS REPRESENTED A RANGE OF INDUSTRIES


Local partnership(s) with nonprofit organization(s)

National partnership(s)with nonprofitorganization(s)

Peer-to-peerActivities*

KEY APPLICATIONS:

0

1020

3040

5060

7080

90100

*Definition: Fundraising or event participation by an individual employee. Can include employee participation on corporate team, family/friend team or individual participation in fundraising events

or flexible do-it-yourself fundraising activities to support a nonprofit. Survey Q: Which of the following activities is your company currently involved in?

89%82%

62%

The majority of companies are now participating in a variety of types of partnership activities with nonprofit organizations.

NONPROFIT PARTNERSHIP ACTIVITIES THAT COMPANIES ARE INVOLVED IN


KEY CORPORATE ROLES INVOLVED IN PLANNING AND APPROVAL

Survey Q: Which people or departments in your company are involved in planning and approval of partnerships with nonprofits?

0 20 40 60 80 100

Senior Leadership Team or C-Suite Executives

Marketing

Community Relations

Special Committee

Foundation

Public Relations

79%

52%

41%

29%

26%

24%

KEY APPLICATIONS:A variety of departments are engaged in decision making.

Senior leadership is involved more than ever before. 79% of those surveyed said that the C-Suite is involved in planning and approval of partnerships with nonprofits.


Opportunities: Employee Perspective

• 53% of adults & 60% of Millennials say it’s critical to

work somewhere that aligns with their

purpose/values. “The Good Life” Sustainable Brands

• 82% of employees and executives have more

confidence in companies with a strong sense of

purpose. Interbrand “Best Global Brands 2017”

• More than 70% of respondents said it was imperative or

very important to work for an employer where mission

and values align. 2017 Cone Gen Z CSR Study: “How to

Speak Z”

https://insights.sustainablebrands.com/full-report/

http://interbrand.com/best-brands/best-global-brands/2017/

http://www.conecomm.com/research-blog/2017-genz-csr-study


Needs of Community

Consumers Employees

0

1020

3040

5060

7080

90100

Survey Q: Which target audiences do you bear in mind when selecting a national nonprofit partner?

70%62% 61%

KEY APPLICATIONS:

Needs of the community are the primary driver in partner selection.

Employees now equal consumers in terms of audiences companies want to influence with their cause activities.

TOP AUDIENCES CORPORATIONS CONSIDER WHEN SELECTING A PARTNER


Humility: we don’t assume we know what’s best for the community

Creativity: we make room for building things and constant tinkering

Independence: we’re never afraid to do our own thing

MailChimp’s Purpose: Empower the Underdog

MailChimp – Driven by Values and Purpose


MailChimp Community College

Patagonia


Patagonia Patagonia


Planet Fitness



Opportunities: Consumer Perspective

•Two-thirds of consumers believe it is “Somewhat Important” or “Very Important” for brands to take a stand on social/political issues (Sprout Social, 2017).

•63% of Consumers have switched from a company because they wanted to support things that another company does, such as charitable donations or social causes. (MWW “CorpSumers Research”)

•People want businesses to support a social or environmental issue and 80% say they are loyal to those who do. (“The Good Life” Sustainable Brands)

•81% believe that business can pursue its self-interest while doing good work for society. ( 2017, “Edelman Trust Barometer”)

http://www.mww.com/corpsumerreport/

http://www.theworldin.com/article/10508/crisis-trust


Needs of Community

Consumers Employees

0

1020

3040

5060

7080

90100


70%62% 61%

KEY APPLICATIONS:




0 10 20 30 0 10 20 30 40 50


We have one nonprofit partner

We have a single philanthropic platform (ex: hunger) and work with several

nonprofits related to this issue

We work with a variety of nonprofit partners

We work with a variety of national nonprofit partners on a brand by brand basis

We have multiple philanthropic areas (ex: hunger, children, education) and work with several nonprofit partners

related to these issues

Other

25%

13%

25%

4%

17%

17%

4%

14%

20%

7%

8%

BRAND’S NATIONAL STRATEGY

CORPORATION’S NATIONAL STRATEGY

CORPORATE VS. BRAND PARTNERSHIP STRATEGYAt both the corporate and brand level, the current trend is to work with multiple nonprofit partners.

47%

75% 96%

25%

24%

0 20 40 60 80 100


Survey Q: How important are the following when selecting a national nonprofit partnership?

KEY APPLICATIONS:While many factors were ranked highly, nine out of ten surveyed rank the top factors for partner selection as:

• Creating awareness/visibility• Brand/Mission alignment

• Showcasing community support

and or social responsibility

Brand/mission alignment

Create awareness/visibility

Showcase community/social responsibility

Fit with corporate giving guidelines

Increase brand loyalty

Cost of sponsorship package

Change/reinforce image

Access content to use in paid, owned, earned media

Drive retail/traffic

Stimulate sales/trial/usage

Access platform for experiential branding

Entertain clients

25% 70%

24% 67%

33% 58%

30% 57%

32% 51%

37% 34%

52% 29%

41% 25%

38% 18%

27% 26%

33% 10%

22% 2%

95%

91%

91%

87%

83%

71%

81%

66%

56%

53%

43%

24%

SOMEWHAT IMPORTANT VERY IMPORTANT

TOP FACTORS FOR SELECTINGA NONPROFIT PARTNER


It varies based on the opportunity

Multiple times a year

Every 3+ years

010

2030

4050

6070

8090

100

Survey Q: How often does your company typically choose a new national nonprofit partner(s)?

66%

5% 7%

Annually Every 2-3 years

11% 10%

KEY APPLICATIONS:

The majority of companies report no set schedule for choosing a new nonprofit partner – it depends on the opportunity being presented.

TIMING FOR CHOOSING NEW NATIONAL NONPROFIT PARTNERS

0

10

20

30

40

50

60

70

80

90

100


Survey Q: Once a partner has been selected, on average, how long does it take for you to activate the partnership?

KEY:0-3 MONTHS3-6 MONTHS6-12 MONTHS12-18 MONTHS8-24 MONTHS

23%

35%

39%

35%

40%

19%

2015 2018

KEY APPLICATIONS:

Activation windows are getting shorter.

In our 2015 survey, only 58% of respondents reported being able to activate withina 6 month timeframe.

Now, 75% can activate that quickly.

58%75%

TIME IT TAKES TO ACTIVATE A NONPROFIT PARTNERSHIP


NEST & Habitat for Humanity International

REI


Allstate



Needs of Community

Consumers Employees

0

1020

3040

5060

7080

90100


70%62% 61%

KEY APPLICATIONS:





GAP/Old Navy & Boys and Girls Clubs of America


Habitat for Humanity International Celebrates Humanity with Annual Home is the Key


Multiple Corporate and Media Partners Build Communities with Great Futures & BCGA

Kabbage started with asimple idea

Simplify the lending process for small businesses via data.

Kabbage’s Story

~$5B Total Funding

140K Customers

2M+Data Connections

New ways to remove friction in small business owner’s day

Helping Small Business Grow

$250KLines of Credit

Kabbage Kares


Then this happened

21+Requirement

$100K Donation

$250KMatch back

Kabbage Chose to Act

Stop funding

Assault-style weapon sellers

Wrap-Up & Tips• Living your purpose is no longer the exception, it’s the

rule• Consider employees -- first -- but don’t overlook timely

opportunities to engage consumers and the community • Be thoughtfully flexible and nimble•Measure and report on how the stand you are taking

impacts business and social goals



Michele EganVice PresidentFor [email protected] ext. 105


Download Our #GivingTuesday e-Book at:

ForMomentum.com/giving-tuesday

Additional Cause Marketing Resources:

www.formomentum.com/Resources

Follow Us for the Latest CSR Trends & News:

@ForMomentum

Additional Cause & Social Impact Resources

http://formomentum.com/giving-tuesday

http://www.formomentum.com/Resources

brands taking stands accp webinar final. “the good life” sustainable brands • 82% of employees...

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