Cause promotion


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Cause promotion

  1. 1. Cause Promotion<br />M. RizwanMemon<br />M. SameerMirjat<br />
  2. 2. THE AUTHORS SAY…<br />Includes the contents of the book<br />“Corporate Social Responsibility”<br />by Philip Kotler and Nancy Lee<br />
  3. 3. What is Cause Promotion?<br />Defined as: <br /> 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.<br />
  4. 4. Cont.<br />Persuasive Communication is mostly used:<br />To persuade potential donors<br />Volunteers to contribute/Participate in the cause<br />
  5. 5. Cont.<br /><ul><li>Approaches:</li></ul>Most commonly “Corporations are approached” to contribute to a cause promotion being developed by a non-profit organization.<br />In some cases, the corporation decides to support a social cause and then reaches out to partners supporting the cause.<br />But in a few cases, the corporation may go it alone, developing and managing the campaign internally.<br />
  6. 6. How is it different?<br />Cause related Marketing:<br />Contributions and support are not tied to company sales of specified products.<br />Social Marketing:<br />Focus is not on influencing individual behavior change.<br />Employee Volunteering:<br />Involves more than just participation of employees/volunteers.<br />
  7. 7. What are the Keys to Success?<br /><br />
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  9. 9. Video<br />Gift the Gift of sight<br />
  10. 10. When Should a Corporate Cause promotion initiative be considered?<br />When a company has easy access to the target markets.<br />British Airways’ Change for Good<br />PETsMART’s Animal Adoption<br />PARADE magazine for generating interest in bake sales<br />
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  12. 12. When the cause can be connected and sustained by a company’s products.<br />The Body Shop’s product labeling<br />Ben & Jerry’s new flavor and packaging.<br />When employee involvement will support the cause.<br />Wal-Mart in support of Children’s Miracle Network<br />LensCraftersin delivering eyeglasses to needy<br />
  13. 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.<br />When there’s a co-branding opportunity.<br />Aleve with the Arthritis Foundation<br />
  14. 14. Developing a Cause Promotion campaign plan<br />Target Audience<br />Communication objectives<br />What benefits to promise<br />Openings<br />Positioning and requirements<br />Campaign goals<br />
  15. 15. THE INTERNET SAYS…<br />Includes an online article named “10 types of Cause Promotion”<br />
  16. 16. 1. The “Proud Supporter” Method <br />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. <br /><br />
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  18. 18. Pro: Longer shelf life because it’s not directly tied to individual sales <br />Con: Passive consumer engagement – no compelling call-to-action to drive engagement <br /><br />
  19. 19. 2. Donation with Purchase<br />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. <br /><br />
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  21. 21. Pro: Opportunity to track sales and sales lift <br />Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.) <br /><br />
  22. 22. 3. Donation with Label or Coupon Redemption<br />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.<br /><br />
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  24. 24. Pro: Ability to track consumer reaction to promotion and resulting sales lift<br />Con: Some consumers are dissuaded by need to take an “extra step” <br /><br />
  25. 25. 4. Donation with Online Activation<br />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.<br /><br />
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  27. 27. Pro: Convenient for consumers and offers second point of engagement<br />Con: Easy for consumers to forget to redeem code/label because it is not an immediate action<br /><br />
  28. 28. 5. Donation with Consumer Action<br />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). <br /><br />
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  30. 30. Pro: Compelling consumer call-to-action <br />Con: Less direct tie to sales <br />
  31. 31. 6. Dual Incentive Method<br />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). <br />
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  33. 33. Video<br />Big Warm up<br />
  34. 34. Pro: Loyalty opportunity – consumers feel a partnership with the company and rewarded for their efforts<br />Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive <br /><br />
  35. 35. 7. Consumer Pledge Drives<br />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. <br /><br />
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  37. 37. Video<br />Pledge 5<br />
  38. 38. Pro: Gives consumer a voice <br />Con: Requires localization to ensure highest level of consumer relevance <br /><br />
  39. 39. 8. Buy One, Give One (BOGO) Method <br />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). <br /><br />
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  41. 41. Video<br />Pampers Ramadan<br />
  42. 42. Pro: Consumers are very responsive to tangible, immediate results <br />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)<br /><br />
  43. 43. 9. Consumer-Directed Donation<br />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. <br /><br />
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  45. 45. Video<br />Target and Red Cross<br />
  46. 46. Pro: Consumer is empowered – higher level of engagement and perceived value <br />Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries <br /><br />
  47. 47. 10. Volunteerism Rally<br />The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services. <br /><br />
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  49. 49. Videos<br />
  50. 50. Pro: Opportunity for localization and personalization <br />Con: High level of consumer commitment required <br /><br />
  51. 51. AND THIS IS WHAT WE HAD TO SAY <br /><br />THANK YOU<br />