This document discusses cause sponsorship and how corporations are developing proprietary social programs aligned with community investment strategies to build trust and engagement among employees and stakeholders. It provides the example of Frito-Lay's mobile greenhouse tour that educated the public about farming and donated plants to community gardens in several cities. The advantages of such programs are that they are turnkey, give the corporation full ownership and control, have a high return on investment, and can be effectively measured through social media engagement.

1. Cause Sponsorship
!e Gi" #at gives back

2. Public and Private
Partnerships

3. How I became involved
Looking for Solutions....

4. The first project in my own back yard

5. Then the neighbors wanted in...
So wi# a li%le help from &r f'ends

6. Lead to results like this..
!en we were asked to tell &r )ory...

7. The All American Cities Awards 2006
We Won!

8. So now we were on the
Map

9. Cause Sponsorship Marketing
The way corporations sponsor causes is
changing dramatically. Sponsors are moving
from investing in “properties” that deliver
quantifiable ROI in terms of impressions,
interactions, and sales to developing
proprietary social programs that deliver
qualitative ROI such as employee and
customer trust and engagement.

10. The new Model
The corporation identifies a social issue that is aligned
with its overall community investment strategy and of
high relevance to employees and external
stakeholders, we develop a proprietary social program
and secure one or more charitable organizations as
partners, we activate the social program at a much
lower cost through direct participation that delivers
real engagement and through social media that
delivers more reach and is seen as more authentic.
Wi# an example to follow...

11. A great example...
This summer, Pepsico’s Frito-Lay division launched a
mobile greenhouse designed to help Americans who
have never been to a farm learn more about where their
food comes from and interact with potato farmers and
plants. The Lay’s brand will give away approximately
8,000 individual basil plants to people who participate
in the farm experience. And, at each city stop, the
brand will donate potato, tomato, onion, pepper and
basil plants to non-profit groups that are creating and
maintaining community gardens. The Mobile Farm Tour
stopped in New York, Boston, Detroit, Chicago, Los
Angeles and Dallas.

12. Advantages
Program is completely turnkey, minus the
associated headaches
Full Ownership
High ROI as the program is on going
Social Media recommended as an integrated
measurement tool for benchmarked objectives
High value Exposure and Recognition

13. Top Trends
4. GENEROSITY INC.
More than ever, corporate giving, sharing and
caring in post-recession 2011 will beat taking, so
expect lots of new, cutting-edge trend examples
for GENEROSITY INC.'s sub-trends: from (CO)-
DONATE, EMBEDDED GENEROSITY, BRAND
BUTLERS and FREE LOVE, to
PERKONOMICS, TRYVERTISING and
RANDOM ACTS OF KINDNESS.
2011 repo*

14. Everyone Wins!
So Nows + time to ACT