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Cause Marketing for Non Profits

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A quick look at cause marketing for associations and non-profit organizations. Includes definitions, examples and case studies.

A quick look at cause marketing for associations and non-profit organizations. Includes definitions, examples and case studies.

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Cause Marketing for Non Profits Cause Marketing for Non Profits Presentation Transcript

  • Cause Marketing: Case Study Steve Drake, Drake & Company Vince Powers, Devine & Powers
  • Today’s Agenda
    • Introductions – Steve & Vince
    • Defining Cause-related Marketing
    • Examples
    • Case Studies
    • Brainstorming & Feedback
  • Definitions
    • Corporate Sponsorship :
    • Company trying to reach your members
    • Message: buy from me because we support your
    • industry
    • Cause-Marketing :
    • Company trying to reach your members’ customers or
    • society in general
    • Message: together we can do something good “for
    • society ”
  • Cause Marketing
    • Connecting the Unconnected:
    • A corporation and a non-profit joining to support a common cause
    • It is NOT corporate sponsorship … much bigger than that
  • Cause Marketing: How Big?
    • 1990 = $120 million
    • 2007 = $1.44 Billion!
    • Why?
    • It works!
    • Source: IEG Sponsorship Report
  • Impact of Cause Marketing
    • Likelihood to switch brands = 87%
    • Proud of my company’s values = 87%
    • Purchased a product = 36%
    • Told a friend or family member = 30%
    • Source: Cone Inc.
  • Cause Marketing
  • Cause Marketing
    • To get you thinking of the possibilities, here are some award-winning examples …
  • Example 1
  • Example 2
  • Example 3
  • Example 4
  • Life in art: Capturing yours & saving another Example 5
    • 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 & Thirst Relief International
  • Connecting with Companies
    • Think as they do
    • Cause is another form of marketing
    • Need to match their company needs, customer profiles and marketing goals
    • Here’s one example: The KitchenAid brand from Whirlpool.
  • Rigorous Market Evaluation
  • The Cause to Support
  • Products Support Cause
  • Results - KitchenAid
    • Donations of $1 million + (double the prior year)
    • Home Dinner Party Kit requests up 191%
    • Publicity reached more than 82 million
    • Increased KitchenAid brand loyalty
    • Increased sales of KitchenAid “pink products”
  • McDonald’s and Ronald McDonald House CASE STUDY:
    • Ray Kroc founded McDonald’s in 1955
    • “We have an obligation to give back to the community that gives so much to us.”
    • His philosophy was passed down through the years to franchise owners
    Background
  • Philadelphia 1974
    • Philadelphia Eagles’ player Fred Hill had a daughter who was being treated for Leukemia
    • Eagles’ owner Leonard Tose recognized the need for families to have somewhere comfortable to stay
    • The idea of a “home-away-from-home” was born
    • Jim Murray, GM of the Eagles, approached McDonald’s local franchise owners
    • McDonald’s reply – developed Shamrock Shake promotion where a quarter from every shake was donated but we want to call the home “Ronald McDonald House”
    Eagles and McDonald’s
    • More than 245 Ronald McDonald Houses in 26 countries
    • More than 10 million families have stayed in a Ronald McDonald House
    Today
  • Key Learnings
    • Make it personal – Tose saw a problem and simply wanted to help; McDonald’s owner/operators saw an opportunity to give back in the community
    • Make it relevant – kids and families
    • Create partnerships – McDonald’s franchise owners, employees, customers, local hospitals
    • Consider execution – followed Ray Kroc’s belief “give back in communities where you do business”
    • Deposits in the Trust Bank – McDonald’s is constantly defending its reputation
  • Case Study
  • Case Study: Trees for Troops
    • Christmas Trees :
    • 32.8 million households
    • Kids in the home
    • Memories/experience
    • Fed Ex :
    • Delivery & logistics
    • Building reputation for community involvement
    • U.S. Military Families :
    • A need: separated from families at holidays
    • A cause: delivering memories
    • 11,854 Real Christmas Trees
    • Delivered to 25 military locations in 17 countries
    • Banners and posters provided to all locations
    • Teddy bears and other gifts with the trees
    • Coordinated international media coverage
  • A snapshot of media coverage
  • 13.7 MILLION households said they saw, read or heard about Trees for Troops 3.6 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2006 Trees for Troops: Reach & Impact
  • 2006 Trees for Troops 11,854 Family Memories
  • Key Learnings
    • Make it Personal
    • Make it Relevant
    • Make it Transparent
    • 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
    • Create Partnerships
    • Seek other Non-Competing partners
    • Continuously refresh and update
    • 7.5) Share the Passion