Cause: Connecting with Trade Associations & Professional Societies


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Trade associations and professional societies represent an untapped resource for companies and charities seeking cause marketing alliances. This presentation from the Cause Marketing Forum's Master Series offers a look at how you can tap in to this untapped resource.

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  • Click to run NBC video That ran 2:37 … what could you do to get your organization two & one-half minutes on network tv?
  • Cause: Connecting with Trade Associations & Professional Societies

    1. 1. The Amazing Association Opportunity © 2009 Drake & Company
    2. 2. The Untapped Association Resource <ul><li>How would you like to reach & engage: </li></ul><ul><li>6 million youth? </li></ul><ul><li>6,000 fire chiefs and fire fighters? </li></ul><ul><li>30 million households with families? </li></ul><ul><li>How? </li></ul><ul><li>Through associations & societies! </li></ul>
    3. 3. Today’s Agenda 1 2 3 4 Examples Background Wrap-up Working with Associations
    4. 4. Background & Expertise <ul><li>Association management & PR </li></ul><ul><li>Program innovation </li></ul><ul><ul><li>1993 for Rural Flood Relief – Monsanto, Red Cross, farm groups </li></ul></ul><ul><ul><li>Trees for Troops cause campaign </li></ul></ul><ul><li>Award winning </li></ul><ul><ul><li>CMF’s Silver Halo Award </li></ul></ul><ul><ul><li>ASAE’s Summit Award </li></ul></ul><ul><ul><li>PRSA’s Silver Anvil Awards </li></ul></ul>1
    5. 5. Typical Cause Marketing Model Non-Profit Corporate Partner $ 1
    6. 6. The Untapped Association Resource Cause NonProfit Corporate Partner Association Partner 1 $
    7. 7. The Association World <ul><li>1.7 million 501(c) organizations : </li></ul><ul><li>86,563 - Business leagues </li></ul><ul><li>60,932 - Labor & agricultural organizations </li></ul><ul><li>70,569 - Social & recreational clubs </li></ul><ul><li>35,982 - Veterans’ organizations </li></ul>The Association World 1
    8. 8. The Association World <ul><li>What do associations offer your cause / campaign ? </li></ul><ul><li>Access to individual members </li></ul><ul><li>Access to corporate dollars </li></ul><ul><li>Access to media expertise </li></ul><ul><li>Access to “local chapters” </li></ul>1 The Association World
    9. 9. Examples of Tapping Associations 2 Cause NonProfit Corporate Partner Association Partner $
    10. 10. Engaging Youth 2 <ul><li>Started with pilot project on ATV safety </li></ul><ul><li>Now, expanding nationally </li></ul>
    11. 11. Connecting with Youth 2
    12. 12. <ul><li>105 4-H volunteers have become ASI RiderCourse instructors </li></ul><ul><li>1,000 4-Her’s/families have completed the ASI RiderCourse in 1½ years </li></ul><ul><li>620 4-H youth leaders partnered with adults to encourage others in their communities to practice ATV safe riding principles and act responsibly </li></ul><ul><li>Local communities have reached over 6 million people through media placements </li></ul>4-H ATV Safety Snapshot 2
    13. 13. ATV: Adventure Online <ul><li>Five online, Web 2.0 give SVIA national visibility as a champion of ATV safety issues </li></ul><ul><li>ATV Live! </li></ul><ul><li>Events Calendar </li></ul><ul><li>ATV Huddle </li></ul><ul><li>ATV Fast Track </li></ul><ul><li>ATV Base Camp </li></ul>2
    14. 14. Change Your Clock Change Your Batteries 2
    15. 15. CYCCYB: Making it Local <ul><li>6,000+ fire departments </li></ul><ul><li>200,000 9-volt Energizer Max batteries </li></ul>2
    16. 16. Refresh <ul><li>Knowledge from fire chiefs </li></ul><ul><ul><li>Danger during power outages </li></ul></ul><ul><li>Resulted in new program for 2009 </li></ul>2
    17. 17. Benefits of Association <ul><li>Association members provide valuable insight </li></ul><ul><li>Association members provide “local legs” for work & media coverage </li></ul><ul><li>Association provides communication link to expand program reach </li></ul><ul><li>Association provides “3 rd party endorsement” of program / partners </li></ul>2
    18. 18. Bread Art Project <ul><li>Digital campaign </li></ul><ul><li>Industry association / foundation </li></ul><ul><li>Charity: Feeding America </li></ul>Milling & Baking Industry 2
    19. 19. Canstruction 2 <ul><li>Localized campaign </li></ul><ul><li>Professional societies </li></ul><ul><li>Food charities </li></ul>
    20. 20. Case Study 2
    21. 21. Who? Cause: Military families 2
    22. 22. The Program <ul><li>600 – 800 farms </li></ul><ul><li>12,346 - 12,428 trees </li></ul><ul><li>Local media </li></ul>Coordination & Fund-raising 4,500 – 4,654 trees from consumers & retailers Fed Ex : 59,000+ miles + 10,000 air miles + volunteers 4 - 5 branches 49-53 bases 16,846-17,082 families 2
    23. 23. Engaging Consumers <ul><li>Consumers: “How can we be involved”? </li></ul>Solution: Trees for Troops Weekend <ul><li>Retailers: </li></ul><ul><li>Pay participation fee </li></ul><ul><li>Receive T4T “tool kit” </li></ul><ul><li>Get FedEx trailer on site for weekend </li></ul>Consumers buy and donate tree to service member Foundation receives cash to support programs 2
    24. 24. Association’s PR Power 2
    25. 25. Association’s PR Power 2 Local news everywhere = national coverage
    26. 26. 23.4 MILLION households said they saw, read or heard about Trees for Troops Impact for Industry 2008 Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 2
    27. 27. <ul><li>50,554 military families received </li></ul><ul><li>farm-grown Christmas trees </li></ul><ul><li>53 military locations, 17 countries </li></ul>Summary 2 <ul><li>Reached 23 million </li></ul><ul><li>Engaged 71% of members </li></ul><ul><li>Generated $1 million </li></ul><ul><li>Cost: 1,200 staff hours + expenses </li></ul>
    28. 28. The Untapped Association Resource 3 Cause NonProfit Corporate Partner Association Partner $
    29. 29. <ul><li>The Association </li></ul><ul><li>World </li></ul>The Association World <ul><li>Number – 218,000 in 2006 </li></ul><ul><li>Size – budgets $0 – $40m </li></ul><ul><li>Size – members 0 – 50m </li></ul><ul><li>Types </li></ul><ul><li>Trade Associations </li></ul><ul><li>Professional Societies </li></ul><ul><li>For profit Associations </li></ul><ul><li>Commodity checkoffs </li></ul><ul><li>AMCs </li></ul>3
    30. 30. Finding Associations Identifying Associations Where do you find them ? Gale’s Bacons Yellow Book ASAE Local SAE Drake & Company 3
    31. 31. Finding Associations 3
    32. 32. Finding Associations 3
    33. 33. Association - Structure Working With Associations <ul><li>Volunteer Boards </li></ul><ul><li>Staff vs AMC </li></ul><ul><li>Affiliates / chapters </li></ul><ul><li>Non-dues revenue </li></ul><ul><li>“ Limited” funds but “many” members/volunteers </li></ul>3
    34. 34. Association - Cash Bucket Working With Associations <ul><li>Associations seek non dues revenue </li></ul><ul><li>Establish money issue early </li></ul><ul><li>Some larger groups may have “minimum” fee </li></ul>3
    35. 35. Association Pitfalls Working With Associations <ul><li>Bureaucracy – lengthy process </li></ul><ul><li>“ Not invented here issues” between Company, Cause, Association, Agency </li></ul><ul><li>Many don’t get it </li></ul>3
    36. 36. Some Don’t Get It <ul><li>“ I reviewed the opportunity, but quite frankly an objective review wasn’t really possible due to the economic situation the association and the industry are in. We are not quite fighting for our survival, but we are fighting to be able to continue operating at the same high level we have been the last few years. It would be difficult to get our Board “on board” with this type of new project, however laudable, at this time.” </li></ul><ul><li>-- CEO of large retail association </li></ul>3
    37. 37. Thoughts on Associations <ul><li>All cause is local! </li></ul><ul><ul><li>Associations provide “local legs” </li></ul></ul><ul><li>Engage & Communicate </li></ul><ul><ul><li>Associations have built-in communications vehicles </li></ul></ul><ul><li>Refresh </li></ul><ul><ul><li>Association members provide insight </li></ul></ul>4
    38. 38. Questions & Dialog 4
    39. 39. CONTACT <ul><ul><ul><ul><ul><li>Steve Drake </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>President, Drake & Company </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Phone: 636-449-5050 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-mail: [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Website: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blog: </li></ul></ul></ul></ul></ul>