moving to win-win-win with cause marketing - 2009 great ideas session (handout)
DESCRIPTION
FINAL Handout version of Cause Marketing Presentation at ASAE's 2009 Great Ideas Conference (Feb 23, 2009)TRANSCRIPT
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: [email protected]: www.asaecenter.org
www.drakeco.com
Connecting Great Ideas and Great People