cause marketing 101 attracting partners to advance your ......•mutually beneficial relationship...

Cause Marketing 101

Attracting Partners to Advance Your Mission

Topics for Today

Agenda

© 2013 For Momentum, L.L.C. All rights reserved.

• Industry Terminology and Trends

• Effective Ways to Partner with

Corporations

• Ensuring a Return on Investment

© 2014 For Momentum, L.L.C. All rights reserved.5/20/2014 1

Proven Performance

Industry Accolades

Introductions

© 2014 For Momentum, L.L.C. All rights reserved. 2

For Momentum Overview

5/20/2014

Cause

Marketing

Social Responsibility

Cause Strategic

Alliances

Strategic

Philanthropy

Corporate

Relations

CSR

Terminology


What Is “Cause Marketing”?

5/20/2014

Corporate Social Responsibility (CSR)

Trends


Community Affairs

Cause Strategic Alliances

CSR

Responsible Business Practices

5/20/2014

Source: 1 – 2012 Edelman good purpose Study; 2-4 – 2013 Cone Communications Social Impact Study

Trends

Why Invest?


• Nearly 9 in 10 Americans believe that businesses need to

place at least an equal weight on society’s interests as on

business interests.

• Corporate Benefit: 93% of consumers say that these types of

partnerships result in a more positive image of the company

• Nonprofit Benefit: 79% of consumers would donate to a

charity supported by a trusted company and 76% would

volunteer for a cause that a trusted company supports

• Most Americans say they are more likely to trust (90%) and

be more loyal (90%) to companies that back causes

5/20/2014

In the past 12 months:

• 54% bought a product with a social and/or environmental

benefit

• 65% made a donation

• 42% boycotted (refused to purchase) a product/service

upon learning it behaved irresponsibly

• 42% volunteered

• 38% told friends/family about a company’s CSR efforts

• 29% researched a company’s business practices or support of

social and environmental issues

Trends


2013 Cone Communications Social Impact Study

US Consumers Are Actively Engaged

5/20/2014

• Mutually beneficial relationship that leverages

assets from both brands

• Raises funds and/or awareness of a societal issue

• Engages a brand’s stakeholders (customers,

employees, etc.) in a mission that is aligned with

the company’s brand or values

• Enhances brand equity and can provide product

differentiation or increased sales

What is a Cause Alliance?


Trends

5/20/2014

• Cause marketing research and

consumer attitudes started with

Cone:

Given similar price and quality,

91% of consumers are very or

somewhat likely to switch brands to one that is associated with a

good cause, compared to 66% in

1993.

Approximately 90% of employees

feel a strong sense of loyalty to their company when they support a cause.

Source: 2013 Cone Communications/Echo Global CSR Study; Cone/Roper 1999 Cause Related

Trends Report

Cause AlliancesThe World’s Most Often Quoted Cause Stats!!


TrendsTrends

5/20/2014

Cause marketing wins with Moms.

More than 92% of moms:• Find cause marketing acceptable• Want to buy a product supporting a cause• Are likely to switch brands

What issue is most compelling? Disease prevention.

2010 Cone Cause Evolution Study; 2011 Integer Shopper Habits Report

Trends


Most People Are

Motivated By Cause

5/20/2014

But, also with Millennials (born after 1980).

Compared to other generations, more Millennials:• Attempt to buy products that support causes they care about• Believe corporate programs make cause involvement easier• Prefer active engagement in cause campaigns, such as volunteering

and encouraging others to support a cause• Make direct donations through their mobile devices

2011 American Millennials (Boston Consulting Group and Barkley)

Trends


Most People Are

Motivated By Cause

5/20/2014

And, cause marketing wins with men:

• 88% of say it’s important for a brand to

support a cause

• 61% have purchased a brand because

it supported a cause

• 67% would purchase a brand because

it supported a cause

• 55% would pay more for a brand

because it supported a cause

2010 PR Week/Barkley PR Cause Survey

Trends


Most People Are

Motivated By Cause

5/20/2014

African Americans surveyed:

• More steadfast in their convictions to shop with an eye toward social good

• 42% are “very likely” to switch brands to one associated with a good cause

• More than half have purchased a cause-related product

• One in three believe they can have a significant positive impact on social issues through their purchasing decisions


TrendsMost People Are

Motivated By Cause

© 2014 For Momentum, L.L.C. All rights reserved. 125/20/2014

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=O8PIKVTvLhGIFM&tbnid=VsbNH6K6xF_8PM:&ved=0CAUQjRw&url=http://kissdetroit.com/3412117/fantasees-finds-deal-on-target-protrait-family-photos-for-19/&ei=GPGDUtGdHcXxkQe5y4Ao&psig=AFQjCNEJKQtcmYYg35vWDRqt4aQ1N7G_Dg&ust=1384465007887783

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=O8PIKVTvLhGIFM&tbnid=VsbNH6K6xF_8PM:&ved=0CAUQjRw&url=http://kissdetroit.com/3412117/fantasees-finds-deal-on-target-protrait-family-photos-for-19/&ei=GPGDUtGdHcXxkQe5y4Ao&psig=AFQjCNEJKQtcmYYg35vWDRqt4aQ1N7G_Dg&ust=1384465007887783

Hispanics:Compared to the general population, Hispanics are more likely to:

• Purchase products associated with causes (94% vs. 89%)

• Go beyond the register and donate (70% vs. 65%)

• Volunteer (47% vs. 42%)

• Advocate on behalf of companies (43% vs. 38%)


TrendsMost People Are

Motivated By Cause

13© 2014 For Momentum, L.L.C. All rights reserved.5/20/2014

Page Name Here

Headline for this slide goes here to describe the concept promoted on slide

Ways to Partner

Effective Ways To Partner

14© 2014 For Momentum, L.L.C. All rights reserved.5/20/2014

Marketing Driven Initiatives

1. Cause Promotions

Funds, in-kind contributions, or other corporate resources

Increase awareness and concern about a social cause, or

to support fundraising efforts

15

Bonus Lesson: Process improvements can make a big difference.At a time when almost nothing was going right at Kmart, they were

able to raise a multiple of past campaigns in 2013 through integration into their

electronic checkout system (which also speeded up the checkout lines).

Ways to Partner

Source: Good Works! Marketing & Corporate Initiatives that Build a Better World,

and the Bottom Line© 2014 For Momentum, L.L.C. All rights reserved.


2. Cause Related Marketing

Commitment to make a contribution

triggered by consumer activity.

16

Bonus Lesson: Words matter.Only when Pampers told a story linking each product purchase to a lifesaving

vaccine did this campaign resonate with consumers.

Ways to Partner



and the Bottom Line


3. Corporate Social Marketing

Corporate support for the development and/or implementation of a

behavior change campaign.

17

Ways to Partner



and the Bottom Line

Corporate Driven Initiatives

4. Corporate Philanthropy

Corporation makes a direct contribution to a charity or cause

Typically cash grants, donations, scholarships or goods/services

According to “The Competitive Advantage of Corporate

Philanthropy” (Porter & Kramer) beyond generating good will

philanthropic activities can increase productivity, (infrastructure

improvements), expand markets (donating computers to schools to

seed future preferences) or ensure a strong future workforce (Amex

supporting travel agent training)

18

The Foundation provides direct grants to

NGO programs around the world that

connect families with economic

opportunity. We support education -

including job training, life skills and

language acquisition - as well as

financial literacy and small business skills

development programs.

Ways to Partner



and the Bottom Line

Corporate Driven Initiatives

5. Community Volunteering

Encouraging employees, retail partners, and/or franchise members to

volunteer time to support local community organizations and causes

Stand-alone efforts or non-profit collaboration

19

Ways to Partner



and the Bottom Line

Six Types of Corporate Support

6. Socially Responsible Business Practices

Discretionary business practices that support social causes

Modifications to or new ways of doing business with a social

conscience

20

Ways to Partner



and the Bottom Line

• More Social Campaigns

o Multi-media storytelling

o Pinterest

• Mobile Activation

o Check-in for Charity

o Text to Give

Ways to Partner

Activations through Social Media

21© 2014 For Momentum, L.L.C. All rights reserved. 5/20/2014

https://e1.llbean.com/pub/cc?_ri_=X0Gzc2X%3DWQpglLjHJlYQGteoA3zdNc2Xkl3Rn33zcsyybK4DuAckdOcnVXtpKX%3DBRDDYD&_ei_=EjUeLdYbkzCndTf5fXioKFn-Amp8r68fOqlVM3_M0P__2HkFWbxPPR6X4d-Cw0EgGFD4Dvj6dgDyuy3FjwYsajM5dadKm6a1Gt5QY11IhlxMmIT6uJL7Cpt6e58QsDSlP9RjOAzwQoNKG5heoPxZ0M-MbrIg6twzgM1T7_rUloS3SA-OTSdj2ZH0gRtrdyaHXAQb16P2dXiGFD4yTj8.

https://e1.llbean.com/pub/cc?_ri_=X0Gzc2X%3DWQpglLjHJlYQGteoA3zdNc2Xkl3Rn33zcsyybK4DuAckdOcnVXtpKX%3DBRDDYD&_ei_=EjUeLdYbkzCndTf5fXioKFn-Amp8r68fOqlVM3_M0P__2HkFWbxPPR6X4d-Cw0EgGFD4Dvj6dgDyuy3FjwYsajM5dadKm6a1Gt5QY11IhlxMmIT6uJL7Cpt6e58QsDSlP9RjOAzwQoNKG5heoPxZ0M-MbrIg6twzgM1T7_rUloS3SA-OTSdj2ZH0gRtrdyaHXAQb16P2dXiGFD4yTj8.

Local support from national brands

Ways to Partner

22

Local Activations

5/20/2014 © 2014 For Momentum, L.L.C. All rights reserved.

Local Fundraising Efforts

Ways to Partner

23

Local Activations

5/20/2014 © 2014 For Momentum, L.L.C. All rights reserved.

Tried and true tactics still work!

Register programs including pin-ups,

round up and others raise millions!

• eBay - $54M to various charities

• Walmart/Sam’s Club - $41.6M to CMN

• McDonald’s - $27.9M to Ronald

McDonald House Charities

• Costco - $14.4M to CMN

• Safeway - $12.3M to breast cancer groups


Cause Marketing Forum, America’s Checkout Champion’s 2013

Tried and True

5/20/2014

Ways to Partner

Page Name Here

Headline for this slide goes here to describe the concept promoted on slideBenefits of Partnership

Ways to Partner


• Awareness

• Sales and

Fundraising

• Employee

Integration

255/20/2014

Ways to Partner


Generating Awareness

5/20/2014

Best in Class


Support for Key Initiatives

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Best In Class

Best In Class

• 16 years running

• Donates 10 cents to breast cancer research

for every lid sent in (up to 2,500,000 in 2012)

• Fully integrated branded campaign includes

TV, Pink Lids, Print, On-Line, PR, Couponing,

Retail Marketing, Employee Participation,

Hispanic Extension, Social media

• Spike in revenue - directly linked to

campaign

• Increased employee morale

• Raised $35,000,000+ for breast cancer

research to date


Fundraising

5/20/2014

Best in Class

• Launched in 2002 in Memphis-area restaurants.

Now hosted annually during National Childhood

Cancer Awareness Month throughout US and

Puerto Rico

• As of 2012 Chili's has raised more than $35

million for St. Jude

• Activation Examples:

Guests are encouraged to donate $1 or more

for the opportunity to decorate Chili’s coloring

sheets.

Food servers, bartenders and hosts also raise

money by selling customizable T-shirts and, most

recently, pepper-shaped wrist bands.

Social media elements including Facebook and

Twitter© 2014 For Momentum, L.L.C. All rights reserved. 29

Fundraising

5/20/2014

Employee Integration

Best in Class


Employee Integration

Best in Class


https://www.denimday.com/Home/

https://www.denimday.com/Home/

AgendaAchieving Goals with Partnerships

Ways to Partner


Sales

Fundraising

Awareness

Impressions

Reputation

Database

Support CSR

goals

Employee

Satisfaction

5/20/2014

Planning


Insuring a Return on Investment

33

Delivering success for

all parties can be a

balancing act….

5/20/2014

When asked what benefits they had seen from cause

marketing efforts, CEOs said:

• Public Relations Results (70%)

• Enhanced Brand Reputation (72%)

• Improvement in employee morale and retention (58%)

• Enhanced relationship with target demographics (52%)

• Increase in donations/membership to the nonprofit organization (51%)

• Increase in sales/retail traffic to the business (28%)

Source: PR Week /Barkley PR Cause Study 2009

Planning


What Companies Look For

345/20/2014

Understanding Priorities

Executing

• Nonprofit Perspective

Message/Brand Match

Funding

Awareness

Expand Database

Resource Constraints

Organizational Policies

National/Chapter Relations

Volunteer Perspective


Understanding Priorities

Executing

• Corporate Perspective• Business “success” is the bottom line

Corporate Objectives

Brand Goals

Performance Measures

• Sufficient ROI

Brand Objectives

Management Expectations

Stakeholder Opinions

• Resources

Budget

Human


Evaluate

Measuring

• Possible Measurements

Impressions

Sales

Name Capture

Web Hits, FB likes, Twitter

Follower, Pinterest Pins, etc.

Calls to 800#

Memberships

Pre and Post Awareness Levels

Pre and Post Opinion Surveys

• Consumers, employees, stakeholders5/20/2014 © 2014 For Momentum, L.L.C. All rights reserved. 37

Q&A


Q&A

385/20/2014

Resources


Free Resources

39

www.formomentum.com

5/20/2014

Contact Info


Mollye Rhea

President, For Momentum

[email protected]

770-604-9877

www.formomentum.com

405/20/2014

mailto:[email protected]

http://www.formomentum.com/

cause marketing 101 attracting partners to advance your ......•mutually beneficial relationship...

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