Ad 2 San Diego Cause Marketing Night


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Come join us at the NTC Promenade as the Challenged Athletes, Make a Wish Foundation and California Center for Sustainable Energy compete for the coveted Ad 2 Public Service Campaign.

After they present, we will have Christine Guardia, cause cultivator at KooDooz, to speak on Cause Marketing.

Christine became involved in cause marketing campaigns while pursuing her MBA in Public & Nonprofit Management and Marketing at Boston University.

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Ad 2 San Diego Cause Marketing Night

  1. 1. Cause Marketing Partnerships…The Fifth “P” Ad 2 San Diego August 27, 2009 Christine Guardia, Cause Cultivator, KooDooZ
  2. 2. What is CSR? Source:
  3. 3. Corporate Sponsorship <ul><li>41% of Americans said companies should increase their spending on cause marketing </li></ul><ul><li>13% of Americans said companies should increase their spending on sports sponsorships </li></ul><ul><li>20% of Americans said companies should increase their spending on cultural events </li></ul>Sources: IEG 2009 Estimate and Performance Research Survey
  4. 4. Cause Marketing Spending Sources: Cause Marketing Forum and IEG
  5. 5. What is Cause Marketing? <ul><li>Marketing involves brands and nonprofit organizations working together for their mutual benefit </li></ul><ul><li>Not the same as corporate giving or philanthropy </li></ul><ul><li>Win-Win-Win </li></ul>
  6. 6. Cause Marketing Benefits Nonprofit Brand Consumer Increased public awareness Increased brand recognition Increased knowledge of cause More funding More sales More purchasing power Enhanced reach Enhanced public relations Enhanced personal connection
  7. 7. Types of Cause Marketing: #1 Cause Promotion <ul><ul><li>Honey is used in more than 40% of Häagen-Dazs flavors </li></ul></ul><ul><ul><li>Campaign for Real Beauty targets women and girls </li></ul></ul><ul><ul><li>Heart disease is #1 killer of women in U.S. - not only a “man’s disease” </li></ul></ul>Key: Fit - good fit yields results up to 10 times better than a poor fit
  8. 8. Types of Cause Marketing: #2 Portion of the Proceeds <ul><ul><li>$1.7M for Statue of Liberty in 1983 and 28% increase in AMEX card use </li></ul></ul><ul><ul><li>$1 donated for each WWF Collectibear sold; $1.8M as of 2008 </li></ul></ul><ul><ul><li>In three years, raised $130M and impacted 4M people </li></ul></ul>Key: Transparency - disclose the $ or % given to the nonprofit/cause
  9. 9. Types of Cause Marketing: #3 BOGO (Buy One Give One) <ul><ul><li>Over 140,000 shoes donated </li></ul></ul><ul><ul><li>Over 200,000 jeans donated </li></ul></ul><ul><ul><li>Over 31M life-saving vaccines provided </li></ul></ul>Key: Can be campaigns, but social entrepreneurs building into biz model
  10. 10. Traditional vs. Cause Marketing: Partnerships…The Fifth “P” <ul><li>85% indicated it is OK for companies to include a cause in marketing </li></ul><ul><li>79% were likely to switch to a cause brand if comparable in price & quality </li></ul><ul><li>38% had purchased a cause-related product in the past 12 months </li></ul>Source: 2008 Cone Cause Evolution Study
  11. 11. S.M.A.R.T.E.R. Approach <ul><li>S trategy </li></ul><ul><li>M arketing Plan </li></ul><ul><li>A lignment </li></ul><ul><li>R elationships </li></ul><ul><li>T ransparent </li></ul><ul><li>E valuate  </li></ul><ul><li>R evise and Repeat  </li></ul>Source: Bruce W. Burtch, CMO Club podcast 8/19/09
  12. 12. Gen Y / Millennials / Gen NET <ul><li>Spend nearly $200B annually </li></ul><ul><li>More receptive to cause marketing: </li></ul><ul><ul><li>88% were likely to switch to a cause brand if comparable in price & quality </li></ul></ul><ul><ul><li>51% had purchased a cause-related product in the past 12 months </li></ul></ul><ul><ul><li>41% prefer message includes the percentage of the purchase of each product that will go to the nonprofit </li></ul></ul>Sources: and 2008 Cone Cause Evolution Study
  13. 13. New Frontier: Social Media <ul><li>10% of all time spent on the internet is on social media sites  </li></ul><ul><li>It took radio 38 years to reach 50 million listeners, TV 13 years to reach 50 million viewers, but in less than nine months, Facebook added 100 million users </li></ul><ul><li>YouTube is likely to show over 75 billion video streams to around 375 million unique visitors during 2009  </li></ul>Source:
  14. 14. Facebook Facebook Causes Facebook Pages
  15. 15. Twitter 4 Good Twestival: 200+ worldwide tweetups on 2/12/09 raised $250,000 for charity: water TweetsGiving: Raised $11,000 for school in Tanzania from 98% new donors 12for12K: Trying to raise $12,000 per month for 12 different charities in 2009 Pledge to End Hunger: 4,800 pledges signed and $28,000 raised primarily via online tools
  16. 16. Crowd-Sourced Philanthropy In its second year, awarded $2.5M to winning projects 167,000 Facebook users voted to allocate $3M to 10 nonprofits Five organizations will receive $20,000
  17. 17. Contact Information <ul><li>Website: </li></ul><ul><li>Blog: </li></ul><ul><li>Twitter: @Cause4KDZ (Cause Cultivator) @KooDooZ (Founder) @ChallengeKDZ (Partner Challenges) </li></ul>