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Cause promotion

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  • 1. Cause Promotion
    M. RizwanMemon
    M. SameerMirjat
  • 2. THE AUTHORS SAY…
    Includes the contents of the book
    “Corporate Social Responsibility”
    by Philip Kotler and Nancy Lee
  • 3. What is Cause Promotion?
    Defined as:
    In a cause promotion a corporation provides funds, In-kind contributions or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation or volunteer recruitment for a cause.
  • 4. Cont.
    Persuasive Communication is mostly used:
    To persuade potential donors
    Volunteers to contribute/Participate in the cause
  • 5. Cont.
    • Approaches:
    Most commonly “Corporations are approached” to contribute to a cause promotion being developed by a non-profit organization.
    In some cases, the corporation decides to support a social cause and then reaches out to partners supporting the cause.
    But in a few cases, the corporation may go it alone, developing and managing the campaign internally.
  • 6. How is it different?
    Cause related Marketing:
    Contributions and support are not tied to company sales of specified products.
    Social Marketing:
    Focus is not on influencing individual behavior change.
    Employee Volunteering:
    Involves more than just participation of employees/volunteers.
  • 7. What are the Keys to Success?
    http://www.thebodyshop-usa.com/values-campaigns/campaign-history.aspx
  • 8. http://www.discovernursing.com/
  • 9. Video
    Gift the Gift of sight
  • 10. When Should a Corporate Cause promotion initiative be considered?
    When a company has easy access to the target markets.
    British Airways’ Change for Good
    PETsMART’s Animal Adoption
    PARADE magazine for generating interest in bake sales
  • 11.
  • 12. When the cause can be connected and sustained by a company’s products.
    The Body Shop’s product labeling
    Ben & Jerry’s new flavor and packaging.
    When employee involvement will support the cause.
    Wal-Mart in support of Children’s Miracle Network
    LensCraftersin delivering eyeglasses to needy
  • 13. When a company wants to limit its involvement and commitment to raising awareness and concern VERSUS the often more difficult effort of changing behavior.
    When there’s a co-branding opportunity.
    Aleve with the Arthritis Foundation
  • 14. Developing a Cause Promotion campaign plan
    Target Audience
    Communication objectives
    What benefits to promise
    Openings
    Positioning and requirements
    Campaign goals
  • 15. THE INTERNET SAYS…
    Includes an online article named “10 types of Cause Promotion”
  • 16. 1. The “Proud Supporter” Method
    When a company gives a flat donation to a cause/nonprofit organization, and the donation is not tied to sales of a product or action by the consumer. Cone refers to this as the “proud supporter” method because this language often accompanies this type of cause promotion on the package.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 17. ww5.komen.org/ContentHeaderOnly.aspx?id=6442451278
  • 18. Pro: Longer shelf life because it’s not directly tied to individual sales
    Con: Passive consumer engagement – no compelling call-to-action to drive engagement
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 19. 2. Donation with Purchase
    When a donation is triggered for each specially marked package sold during a pre-determined timeframe. The donation may vary and may be described in terms of a percentage or dollar amount of each product.  A funding cap is generally associated with this type of promotion.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 20. www.bettycrocker.com/community/stirringupwishes
  • 21. Pro: Opportunity to track sales and sales lift
    Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.)
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 22. 3. Donation with Label or Coupon Redemption
    When a company makes a donation for every code/label provided through purchase and redeemed in-store or via mail. It is not the sale itself which triggers the donation, but the supplemental action.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 23. http://www.yoplait.com/save-lids-save-lives/
  • 24. Pro: Ability to track consumer reaction to promotion and resulting sales lift
    Con: Some consumers are dissuaded by need to take an “extra step”
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 25. 4. Donation with Online Activation
    Similar to the in-store redemption method, this is when a company makes a donation for every code/label provided through purchase and redeemed or activated online.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 26. http://www.dawn-dish.com/en_CA/savingwildlife/home.do?check_ip=false
  • 27. Pro: Convenient for consumers and offers second point of engagement
    Con: Easy for consumers to forget to redeem code/label because it is not an immediate action
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 28. 5. Donation with Consumer Action
    A method that doesn’t require a purchase; the fifth type of promotion is when a company makes a donation when the consumer takes a specific action (e.g., sends a viral gift, hosts an event, designs packaging).
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 29. http://www.mikeshard.com/pinklemonade/
    http://www.mikeshard.com/pinklemonade/
  • 30. Pro: Compelling consumer call-to-action
    Con: Less direct tie to sales
  • 31. 6. Dual Incentive Method
    A dual incentive promotion is when a company provides an incentive to drive consumer donations (e.g., a donation match, a product coupon or discount).
  • 32. http://c0397571.cdn.cloudfiles.rackspacecloud.com/e1w_l.jpg?1281449864
  • 33. Video
    Big Warm up
  • 34. Pro: Loyalty opportunity – consumers feel a partnership with the company and rewarded for their efforts
    Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 35. 7. Consumer Pledge Drives
    Some companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 36. pledge5.starbucks.com/
  • 37. Video
    Pledge 5
  • 38. Pro: Gives consumer a voice
    Con: Requires localization to ensure highest level of consumer relevance
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 39. 8. Buy One, Give One (BOGO) Method
    A promotion that is gaining in popularity, BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated).
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 40. http://www.pampers.com/en_US/unicef/
  • 41. Video
    Pampers Ramadan
  • 42. Pro: Consumers are very responsive to tangible, immediate results
    Con: Difficult to translate outputs (# of vaccines) to outcomes (# of lives affected) and the actual cost of the individual item donated may be small (few cents)
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 43. 9. Consumer-Directed Donation
    This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 44. geoffnorthcott.com
    http://cidnee.files.wordpress.com/2011/02/7.png
  • 45. Video
    Target and Red Cross
  • 46. Pro: Consumer is empowered – higher level of engagement and perceived value
    Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 47. 10. Volunteerism Rally
    The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services.
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 48. http://www.buzzparadise.com/wp-content/uploads/2010/01/give-a-day-get-a-day-disney-lorry.jpg
  • 49. Videos
  • 50. Pro: Opportunity for localization and personalization
    Con: High level of consumer commitment required
    http://www.coneinc.com/top-10-types-of-cause-promotions
  • 51. AND THIS IS WHAT WE HAD TO SAY

    THANK YOU