Download Cause Marketing

Cause Marketing
Helping local NPO’s tap into this potential
source of support
Charlie Mason □ Al May □ John Brooks
“Cause marketing is a strategic marketing
partnership that pairs a company or brand
with a social cause or cause-related
organization for mutual benefit.”
Cause Marketing Forum
The term: “cause-related
marketing”
Introduced by
in 1983
$1.7MM, 28% increase in card usage
Consumers approve
83%
67%want
won't
their
cannibalize
products
to support
other giving
causes
Consumers most motivated
For Corporations…
…it is a way to simultaneously demonstrate
a sense of social responsibility and satisfy
shareholders’ demands for increased profits
and market share.
Currently
97% see CM
67%as
use
valid
CM
business strategy
Conditions for mutual success
Institutional
Support
Organization
Fit
Continuing
Communications
The “other” possible partner
NPO
Media
Corporation
Scope of support
Types of Cause Marketing
• Message Focused -- utilize business resources to share a
specific cause-focused message
• Events -- partner a cause and a company to raise money via
runs, walks, celebrations, etc.
• Licensing -- legally permits use of nonprofit brand by a
company in exchange for a licensing fee
• Transactional -- unlocks a business donation on purchase
• Digital -- utilize online microsites or social media to unlock
business donations
Best Digital Campaign 2011
Our School Needs (OSN)
• Contest to support kids’ education by inviting participants to
tell the story of what their school needs with videos, pictures
and an essay
• Voting generated donations
to DonorsChoose.org
Best Digital Campaign 2011
Our School Needs (OSN)
• Social media: Twitter parties, Blog Tours, cause blog, playlist
on YouTube, contest webinar
• Teacher incentive
• Bing launched
Double-Your-Impact with
DonorsChoose.org, to help
schools that submitted
entries to OSN but were not
determined to be winners
Best Digital Campaign 2011
Our School Needs (OSN)
• Results:
– $200,000 from Bing
– 422 teachers participated in the incentive and drove 6,926
redemptions to 565 projects.
– 2,711 public school classroom projects funded in all 50
states, affecting 252,974 students
• Overall strategy
– Use PR to drive awareness
– Cause marketing helps gain repeat coverage
• 4th of July weekend
–
– Promoted locally and nationally
– Donation for each bagel sold
– Sales way up over traditional
volume
Good resource
www.causemarketingforum.com
Shoestring Cause Marketing:
Getting “Zing” When You Have
No “Bling”
CCA’s Thanksgiving Food
Basket Initiative
• Held annually for more than 25 years;
• Provides turkeys and bags of holiday-related
food to more than 1,500 low-income families,
seniors and persons with disabilities;
• Involves churches, civic groups, CT Food
Bank, schools… and now, increasingly,
businesses.
Business Partner Selection
• Start with those who know you, i.e. Board
members, other supporters;
• Best candidates: businesses that rely on walk-in
traffic;
• Make it easy to participate;
• If cash donations are sought; stay away from
businesses where staff rely on tips.
• Publicize, publicize, publicize your partners’
involvement.
Other campaign tips
• Track results – increased sales, increased PR,
number of items donated per location, etc.
• Recognize your partners & thank them;
• Look for ways to expand the partnerships in the
future, i.e., coupons, collection cans, helping to
introduce partners to potential customers, other
mutually beneficial efforts.
How Can CRM Work For Your
Organization?
How Can CRM Work For Your
Organization?
• First, seek out a business that is not controversial or that
does not inherently go against your organization’s mission,
vision and values.
• Identify businesses with large customer base.
• Look for a company that has an established
marketing/advertising program.
Local Initiatives
Local Initiatives
• 10% of total commission on all group medical policies sold is
donated to the policyholder’s charity of choice.
Local Initiatives
Metro Taxi dressed one of its cabs with "Take Heart, Take
Notice" decals and a red rooftop advertisement and donated
$1 from each fare driven in that taxi to help fund American
Heart Association educational & programs.
How Can CRM Work For Your
Organization?
•
•
•
•
•
Remember, it’s a partnership.
Do not get stuck becoming a marketing firm.
Do not become an extension of the company sales force.
Agree to the terms and then get everything in writing.
Remember the value that your organization’s name and
reputation brings to the agreement.
• Ask for a minimum revenue guarantee for the use of your
organization’s name.
Additional Resources
• www.afp.net
• www.sponsorship.com
• www.coneinc.com
• www.causerelatedmarketing.blogspot.com
Questions?