Cause Marketing 101 (3 10 09)


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A basic introduction to cause marketing with case studies from Missouri KidsFirst and Christmas SPIRIT Foundation's Trees for Troops. Presented at the St. Louis Summit of the Center for NonProfit Success.

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  • Confession – Because a cause advocate by accident! Story re CSF – FedEx – T4T
  • Cause Marketing 101 (3 10 09)

    1. 1. Cause Marketing: Building Profitable Relationships With Corporate Partners Steve Drake President Drake & Company Connecting Great Ideas and Great People Rebecca Gordon Director of Development Missouri KidsFirst March 10, 2009
    2. 2. What is Cause Marketing? <ul><li>A not-for-profit </li></ul>and a f or-profit partnering for purpose , passion and profit . Not for Profit For Profit Cause Purpose Passion Basics
    3. 3. The Power of Cause Marketing Practice
    4. 4. How? <ul><li>If you are a 501(c)(3) with a charitable purpose … </li></ul><ul><ul><li>Look for corporations seeking partners </li></ul></ul><ul><li>If you are a trade association or a professional society … </li></ul><ul><ul><li>Look for charity / non-profit with a mission for which your members would have a passion </li></ul></ul><ul><ul><li>Look for a corporation that is interested in the charity and your members </li></ul></ul>Basics
    5. 5. Case Study Rebecca Gordon Director of Development Practice
    6. 6. Missouri’s Network of Child Advocacy Centers
    7. 7. Good Afternoon! Cause Marketing Marketing – Our walk on the wild side. A Case Study
    8. 8. Child Sexual Abuse A silent epidemic
    9. 9. <ul><li>1 in 4 girls </li></ul><ul><li>And </li></ul><ul><li>1 in 6 boys </li></ul><ul><li>Will be sexually assaulted by age 18. </li></ul>Child Sexual Abuse is a community problem that needs a community response.
    10. 10. The Child Advocacy Center Movement <ul><li>Child Advocacy Centers were created to respond better to children who have been sexually abused. </li></ul><ul><li>Multidisciplinary Teams </li></ul><ul><li>Neutral child friendly environments </li></ul><ul><li>Prevent additional trauma to children caused by multiple interviews </li></ul><ul><li>Provide mental health support to children and families </li></ul><ul><li>Stronger investigations/successful prosecutions </li></ul><ul><li>Provide less traumatic Sexual Assault Forensic Exams </li></ul>
    11. 12. Since 2001, Missouri’s Child Advocacy Centers have seen over 26,490 abused children. 110% increase……
    12. 13. Missouri’s Child Advocacy Centers became Missouri KidsFirst <ul><li>Our mission is to prevent, intervene, and treat child abuse and neglect thereby improving the quality of life for Missouri’s children. </li></ul>
    13. 14. The Plan <ul><li>Raise enough money to fund Missouri KidsFirst staff and program priorities. </li></ul><ul><li>Don’t compete with local centers. </li></ul><ul><li>Raise enough money to trickle down to local centers. </li></ul><ul><li>Support local efforts to build corporate relationships. </li></ul>
    14. 15. Partnership Marketing <ul><li>Our vision for the future….. </li></ul>
    15. 16. Cause Marketing Cause Marketing is a collaboration between corporate and nonprofit causes that ultimately engages company stakeholders from employees to suppliers, to retailers, eventually reaching consumers. Cause Marketing for Nonprofits – Jocelyne Daw
    16. 17. Central Themes <ul><li>Profits: Mutual Benefit to create value, communicate values </li></ul><ul><li>Passion: Making a difference by combining assets and strengths. </li></ul><ul><li>Purpose: Value exchange plus philanthropy. </li></ul><ul><li>Partner: Strategic intersection of societal needs and corporate goals. </li></ul>Mutual Benefit to Create Value and Communicate Values Making a difference by combining assets Value Exchange Plus Philanthropy Partners who are interconnected and interdependent
    17. 18. Cause Marketing IS Marketing, So a Few Vital Facts <ul><li>Focus is on the cause, not the charity </li></ul><ul><li>Perhaps national or statewide in scope, but always local in impact and implementation. </li></ul><ul><li>Compelling and positive presentation, even on difficult issues. </li></ul><ul><li>Cause Marketing Initiatives: usually time limited, promotion driven. </li></ul>
    18. 19. Statewide Cause Marketing Project
    19. 21. Missouri KidsFirst <ul><li>Missouri KidsFirst has strong county by county relationships. </li></ul><ul><li>Missouri KidsFirst can offer statewide reach as well as local relationships. </li></ul><ul><li> – including the most rural parts of Missouri. </li></ul><ul><li>Missouri KidsFirst has developed strong by-partisan legislative support across the State. </li></ul><ul><li>Missouri KidsFirst is flexible and will work to make all partnerships benefit both partners. </li></ul><ul><li>Missouri KidsFirst will think outside the box to develop strategic opportunities to our partners. </li></ul>
    20. 22. Missouri KidsFirst <ul><li>We are focusing on promotions and programs. </li></ul><ul><ul><li>GO Blue </li></ul></ul><ul><ul><li>Partnering to Put Missouri KidsFirt </li></ul></ul>
    21. 23. <ul><li>Child Abuse Prevention Month Promotion </li></ul><ul><ul><li>Partnering with Missouri businesses to sponsor (April Child Abuse Prevention Month) </li></ul></ul><ul><ul><li>Branding – GO Blue! </li></ul></ul><ul><ul><li>Possible Product Placement </li></ul></ul>
    22. 24. Statewide Partnership Marketing Project <ul><li>Develop partnerships with Missouri businesses that are invested in our communities. </li></ul><ul><ul><li>Statewide Partner </li></ul></ul><ul><ul><li>Partnership Marketing Project </li></ul></ul><ul><ul><li>Local Child Advocacy Center partnerships </li></ul></ul><ul><ul><li>“Protecting Our Children Gala” </li></ul></ul>
    23. 26. <ul><li>Our Vision …... </li></ul>
    24. 27. We can see the future….
    25. 28. In Partnership with Missouri’s Corporate Citizens….
    26. 29. A future where…… Missouri Kids Come First!
    27. 30. Case Study Steve Drake President Drake & Company Practice
    28. 31. Who? <ul><ul><li>Non-profit + For-profit </li></ul></ul>Corporation 501(c)(6) 501(c)(3) Cause: Military families Basics
    29. 32. The Challenge Trees to troops Practice
    30. 33. The “Call” Practice
    31. 34. The Partners <ul><li>1,250 members </li></ul><ul><li>30+ million customers </li></ul>Advance Spirit of Christmas for kids, families & environment Fed Ex : Delivery vehicles & logistics U.S. military All branches Practice
    32. 35. The Program <ul><li>10,000 - 12,000 trees </li></ul><ul><li>Local media </li></ul>Coordination & Fund-raising 4,000 – 6,000 trees from consumers Fed Ex : 59,000+ miles + 10,000 air miles + volunteers 53 bases 17,000 families Practice
    33. 36. <ul><li>50,554 military families received farm-grown Christmas trees </li></ul><ul><li>Delivered to 53 military locations in 17 countries </li></ul><ul><li>Coordinated international media coverage </li></ul>Practice
    34. 37. Practice
    35. 38. Building on Success <ul><li>GM (Saturn) </li></ul><ul><li>New Holland </li></ul><ul><li>Enterprise Rent-A-Car Foundation </li></ul><ul><li>Help-America Foundation </li></ul><ul><li>Sundt Foundation </li></ul><ul><li>Sato Labeling </li></ul><ul><li>American Freedom Foundation </li></ul><ul><li>USA TODAY </li></ul><ul><li>Drake & Company </li></ul><ul><li>Individual Donors </li></ul>Practice
    36. 39. 23.4 MILLION households said they saw, read or heard about Trees for Troops Reach & Impact 2008 Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 Practice
    37. 40. <ul><li>During the past holiday season, did you read, see, or hear anything about the Trees for Troops program though which Christmas trees were being donated to troops and their families and being delivered to military bases by FedEx? </li></ul>Reach & Impact Practice
    38. 41. Evaluating (CSF perspective) <ul><li>Delivered fresh, farm-grown trees to 50,500 families in four years </li></ul><ul><li>Generated $1 million (cash & in-kind) per year for four years </li></ul><ul><li>Produced millions of media impressions </li></ul><ul><li>Recognized by 23 million U.S. households </li></ul><ul><li>Engaged and touched 71% of organization’s members </li></ul><ul><li>Earned three national awards </li></ul>What other program could reach this level? Practice
    39. 42. Key Learnings <ul><li>Make it personal </li></ul><ul><li>Make it relevant </li></ul><ul><li>Make it transparent </li></ul><ul><li>If you are the charity, own “the brand” </li></ul><ul><ul><li>Example, it is the Trees for Troops program NOT the FedEx Trees for Troops program </li></ul></ul><ul><ul><li>Be clear on this (upfront) with corporate partners </li></ul></ul><ul><li>Create partnerships / alliances </li></ul><ul><li>Seek other non-competing partners </li></ul><ul><li>Continuously refresh and update </li></ul>7.44) Share the passion Practice
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