Moving to WIn-Win-Win with Cause Marketing - 2009 Great Ideas Session (Handout)


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FINAL Handout version of Cause Marketing Presentation at ASAE's 2009 Great Ideas Conference (Feb 23, 2009)

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  • Moving to WIn-Win-Win with Cause Marketing - 2009 Great Ideas Session (Handout)

    1. 1. 2009 Idea Lab Moving from Win-Win to Win-Win-Win with Cause Marketing Steve Drake President, Drake & Company February 23, 2009 Connecting Great Ideas and Great People
    2. 2. Power of Cause Marketing
    3. 3. Basic
    4. 4. What? <ul><ul><li>Cause marketing happens when a not-for-profit and a for-profit partner for purpose, passion and profit. </li></ul></ul>Basic
    5. 5. Why? <ul><ul><li>Create awareness to advance your mission </li></ul></ul><ul><ul><li>Generate funding for your organization and/or the cause </li></ul></ul><ul><ul><li>Engage members </li></ul></ul><ul><ul><li>Get caught doing good </li></ul></ul>Basic
    6. 6. Why? <ul><li>Summary of Cone Research </li></ul><ul><ul><li>85% of Americans have a more positive image of a product or company when it supports a cause </li></ul></ul><ul><ul><li>79% would likely switch from one brand to another if the other brand is associated with a good cause </li></ul></ul><ul><ul><li>Top “issues” are education, economic development, health & disease, access to clean water </li></ul></ul><ul><ul><li>91% of Americans want companies to tell them how they are supporting causes </li></ul></ul><ul><ul><li>79% want to work for a company that cares how it impacts society </li></ul></ul>Basic
    7. 7. <ul><li>Total </li></ul><ul><li>79% </li></ul><ul><li>38% </li></ul><ul><li>28% </li></ul><ul><li>Gen Y </li></ul><ul><li>88% </li></ul><ul><li>51% </li></ul><ul><li>41% </li></ul>Why? <ul><li>Summary of Cone Research </li></ul><ul><li>Response </li></ul><ul><li>Likely to switch to brand with cause </li></ul><ul><li>Have purchased product or service associated with a cause (last 12 months) </li></ul><ul><li>Want to see a percentage of purchase donated to charity </li></ul>Basic
    8. 8. Who? <ul><ul><li>Non-profit + For-profit </li></ul></ul>Corporation 501(c)(6) 501(c)(3) Cause: Military families Basic
    9. 9. 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>Basic
    10. 10. How – Finding Partners? <ul><li>Look for a company that “fits” </li></ul><ul><li>“ Frame” your search: </li></ul><ul><ul><li>“ Size” </li></ul></ul><ul><li>Use “tools” to search for the company </li></ul><ul><ul><li>“ Geographic scope” </li></ul></ul><ul><ul><li>“ Product” or “Service” </li></ul></ul><ul><ul><li>“ Philosophy” </li></ul></ul><ul><ul><li>Company Web sites </li></ul></ul><ul><ul><li>Internet directories </li></ul></ul><ul><ul><li>Business sources such as Hoovers </li></ul></ul>Basic
    11. 11. How – Cause Types <ul><li>What “tools” can be used to implement the cause? </li></ul><ul><ul><li>Social / Public Service marketing </li></ul></ul><ul><li>Use “tools” to search for the company </li></ul><ul><ul><li>Purchase Plus </li></ul></ul><ul><ul><li>Product sales </li></ul></ul><ul><ul><li>Product licensing </li></ul></ul><ul><ul><li>Promotional campaign </li></ul></ul><ul><ul><li>Co-branded program </li></ul></ul><ul><ul><li>Co-branded events (runs, rides, auctions, golf, etc.) </li></ul></ul>Basic
    12. 12. 12 Steps to Cause Marketing <ul><li>Select cause </li></ul><ul><ul><li>Harmony (with mission) is key </li></ul></ul><ul><li>Make it personal </li></ul><ul><ul><li>For donors, members, employees </li></ul></ul><ul><li>Decide on partner(s) </li></ul><ul><ul><li>Big or small pond? </li></ul></ul><ul><li>Understand each other </li></ul><ul><ul><li>You own your brand </li></ul></ul><ul><li>Disclose special arrangements </li></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Who is doing the PR? </li></ul></ul><ul><li>Determine which form </li></ul><ul><ul><li>See list of types of cause programs </li></ul></ul><ul><li>Develop PR support plan </li></ul><ul><ul><li>Get recognized for doing good </li></ul></ul><ul><li>Establish metrics </li></ul><ul><ul><li>Measure your marketing </li></ul></ul><ul><li>Refresh & update </li></ul><ul><ul><li>Continuous improvement </li></ul></ul><ul><li>Be flexible </li></ul><ul><ul><li>Change on fly if needed </li></ul></ul><ul><li>Review & evaluate </li></ul><ul><ul><li>Set a date on when you will review and renew </li></ul></ul><ul><li>Take time to celebrate </li></ul><ul><ul><li>Build celebration into your campaign </li></ul></ul><ul><ul><li>Include volunteers, partners, staff, etc. </li></ul></ul>Basic
    13. 13. Practice
    14. 14. Target & St. Jude Practice
    15. 15. Pedigree Adoption Practice
    16. 16. Sam’s, Aquafina & KAB Practice
    17. 17. Colgate & RIF Practice
    18. 18. Life in art: Capturing yours & saving another Example 5 <ul><li>Wedding Photography: 1-time, expensive ($5,000+) Purchase </li></ul><ul><li>Donates portion of wedding fees to purchase one water filter in name of the couple </li></ul>Davis Photography & TRI Practice
    19. 19. Measurement & Evaluation <ul><li>Did it achieve objectives? </li></ul><ul><li>“ Survey” participants & members </li></ul><ul><li>Media “hits” </li></ul><ul><li>Funds raised </li></ul><ul><li>Public opinion (consumer polling) </li></ul><ul><li>Other </li></ul>Practice
    20. 20. Measurement & Evaluation Practice
    21. 21. Case Study Practice
    22. 22. The Challenge <ul><li>Trees to troops </li></ul>Practice
    23. 23. The “Call” Practice
    24. 24. 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
    25. 25. 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 Arrangements Families Practice
    26. 26. <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
    27. 27. 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
    28. 28. 23.4 MILLION households said they saw, read or heard about Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 Reach & Impact 2008 Trees for Troops Practice
    29. 29. 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><ul><li>What other program could reach this level? </li></ul>Practice
    30. 30. 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 </li></ul><ul><li>Seek other non-competing partners </li></ul><ul><li>Continuously refresh and update </li></ul><ul><li>7.44) Share the passion </li></ul>Practice
    31. 31. Resources : <ul><li>12 Steps to Successful Cause Marketing </li></ul><ul><li>Cone-Duke Research </li></ul><ul><li>2008 Cause Study, PR Week </li></ul>
    32. 32. <ul><ul><ul><ul><ul><li>Contact Information: </li></ul></ul></ul></ul></ul><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: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Websites: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul>Connecting Great Ideas and Great People