Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)

Cause Marketing - Getting the Message Right for the New Consumer/Donor Presented By: Mirm Kriegel, BBMG and Justin Perkins, Care2.com November 5, 2009 For Audio Call: 1-408-792-6300 Event Number: 669 173 909

About BBMG A new kind of marketing firm, dedicated to the intersection of branding, social purpose and innovation. Founded in 2003, studios in New York and San Francisco, 35+ design awards. Learn more at bbmg.com.

What we’ll cover • Branding 101 • The Moment: Five Trends Shaping the Marketplace • The Conscious Consumer • Triple Value Proposition • Case Studies • Questions

THE FIVE LAWS OF BRANDING

What’s a brand? • What you stand for • Your unique difference • The promise behind your mission

FIVE LAWS OF BRANDING Word Brand

1. THE LAW OF THE WORD Car + Safety

1. THE LAW OF THE WORD International + Children

1. THE LAW OF THE WORD Cancer Research + CURE

FIVE LAWS OF BRANDING Word Focus Brand

2. THE LAW OF FOCUS Identifying your unique value proposition IMPORTANT ORGANIZATION TO TARGET STRENGTH SWEET SPOT OTHER ORGANIZATIONS NOT ADDRESSING NEED

2. THE LAW OF FOCUS A brand becomes stronger when you narrow its focus Children’s Supermart?

FIVE LAWS OF BRANDING Word Focus Brand Leadership

3. THE LAW OF LEADERSHIP Leadership is the single most important motivating factor in consumer behavior… The nation's largest and most effective animal protection organization

3. THE LAW OF LEADERSHIP When you don’t have a leading brand, create a new category in which you can claim leadership. The world’s largest no-kill rescue and adoption organization The first shelter in the country to be LEED certified Chicago’s largest humane society

FIVE LAWS OF BRANDING Word Focus Authenticity Brand Leadership

4. THE LAW OF AUTHENTICITY 4-Day Work Week

FIVE LAWS OF BRANDING Word Focus Authenticity Brand Leadership Consistency

5. THE LAW OF CONSISTENCY • A brand must stand for something clear and consistent over time • When you change your brand to chase a new market, bad things can happen…

5. THE LAW OF CONSISTENCY Cake Decorating Kit Energy Beer Flame: meat-scented perfume

5. THE LAW OF CONSISTENCY Coke Pepsi

5 PRINCIPLES OF BRANDING Strategic Stakeholder All Touch Focused Points Brand Inside-Out Empowering

PRINCIPLES OF CAUSE-MARKETING Authenticity Avoid “cause washing” Integration The cause is consistent with the company’s overall strategy Impact Campaign impact must be measurable

1. AUTHENTICITY

1. AUTHENTICITY • The company is fully engaged in the cause • Employees are excited and passionate about the cause • Seek to create long-term partnerships with organizations that are mission-aligned

2. INTEGRATION The cause is consistent with the company’s overall strategy From Charity > Shared Value Creation

3. IMPACT • Focus on effective partnerships that can have a real impact for the cause • Focus on partnerships that deepen the relationship with consumers • Measure and evaluate results

CAUSE MARKETING DONE WRONG Campaigns violating the law of consistency: What’s the particular Can Macy’s claim to relevance? be green?

CAUSE MARKETING DONE RIGHT

FIVE TRENDS SHAPING THE MARKETPLACE

1. 1. Clutter In 1940, there were 12,000 registered nonprofits in the US. Today, there are more than 1.5 million. *source: Giving USA, Urban Institute 2008

2. Crunch “Eighty percent of nonprofits surveyed are under are under fiscal stress, with four in 10 of those reporting their stress as severe or very severe.” -Johns Hopkins University’s Center for Civil Society Studies survey

3. Co-Ownership “There is more computing power in our Blackberries than there was in the control room in Houston that put a man on the moon.” Jonathan Greenblatt, Mashable Summer of Social Good Conference

5. Consciousness Consumers are redefining value in the new economy. It’s about value and values.

MEETING THE CONSCIOUS CONSUMER

Five Values that Drive Conscious Consumers HEALTH AND SAFETY HONESTY CONVENIENCE RELATIONSHIPS DOING GOOD

CONSUMER SEGMENTATION OVERVIEW Enlighteneds 10% Aspirationals 20% Practicals 30% Indifferents 40%

(ONE OF THE MOST IMPORTANT) TOP ISSUES 56% HEALTH CARE 52% EDUCATION 51% SAFE DRINKING WATER 46% CURES FOR DISEASES 41% RENEWABLE AND ALTERNATIVE 40% ENERGY 34% FAIR WAGES AND SAFE WORKING 32% CONDITIONS 29% POVERTY 29% CRUELTY TO ANIMALS 26% GLOBAL WARMING 23% WORLD HUNGER WILDLIFE CONSERVATION INTERNATIONAL HUMAN RIGHTS

Why Care? 3X Early Adopters 3X Reward 48% 3X Punish 3X Influence (+) 3X Influence (–) ALL ADULTS ENLIGHTENEDS 4X Blog, post, review

Takeaway: The Passionate 10 10>90 Engage the “most passionate 10 percent” in the conversation, providing Enlightened Consumers with a platform to voice their concerns, their needs and their new ideas.

Triple Value Proposition An approach to branding that delivers on three dimensions of value: personal relevance, social purpose and meaningful participation

UNIQUE VALUE PROPOSITION IMPORTANT ORGANIZATION TO TARGET STRENGTH SWEET SPOT OTHER ORGANIZATIONS NOT ADDRESSING NEED

TRIPLE VALUE PROPOSITION Practical How does the brand improve my life? PRACTICAL SOCIAL BENEFIT BENEFIT Social SWEET SPOT How does the brand help me make a difference in the world? Tribal TRIBAL BENEFIT How does the brand connect me to a community that shares my values, hopes and aspirations?

Case Study FROM CURE TO PURE Shifting the paradigm on breast cancer

Practical Practical, accessible tips that help me mitigate the risk of breast cancer in my daily life. Social Reducing the risk of breast cancer. Tribal Creating a sisterhood around a cause; leveraging Luna’s current network bound by shared values of health and nutrition for women.

QUESTIONS?

CONNECT Relationships are the only real currency in life. Please let me know if you would like more information. Thanks for your time. Mirm Kriegel, 212.473.4902 ext 207 mkriegel@bbmg.com

Cause Marketing: Getting the Message Right for the New Consumer

METHODOLOGY QUANTITATIVE QUALITATIVE 2,000 person national poll 15 ethnographic interviews +/- 2.2% margin of error January 2009 Oct. 26 - Nov. 6, 2008 East and West Coasts Global Strategy Group Bagatto, Inc.

Cause Marke*ng Online Since 1998 Nearly 12 million Care2 members are making a diﬀerence by: •  Taking Ac5on •  Volunteering •  Dona5ng •  Telling friends •  Sharing news •  And much more… © Care2, Inc. p. 1

~$1.6 billion will have been spent on cause marke*ng campaigns in 2009

Why Cause Marke*ng Works •  Brands win by appealing to the social and environmental values of Conscious Consumers •  Nonproﬁts win from the funding, exposure and marke5ng exper5se of the Brand •  Consumers win through feeling good about suppor5ng brands and causes with liGle or no extra money from their pocket

Produc*ve Cause Marke*ng Campaigns •  Target exis5ng networks of consumers with a need you fulfill •  Fulfill a need of the consumer in the stream of their current online behavior (hint: your website probably doesn’t maGer so much) •  Leverage a partnership with a brand or nonprofit that has a similar cons5tuent or customer and a large network

Five Quick Mantras for Messaging •  Place the Consumer at the center of the story – he/she is the hero •  Fulfill the Consumer’s need to make a difference ‐Make people feel good – it’s not about your org, it’s about the consumer’s needs you’re fulfilling •  Be Specific, local and 5mely beats general •  Make it Personal and conversa5onal – one‐to‐one, not one‐to‐many •  What happens next? Don’t distract ‐ One ac5on at a 5me ‐ always have another reason to reach out again and keep the story going

Consumer is the Hero

Make People Feel Good

Keep it Personal

Fulﬁll the Consumer’s Needs

Speciﬁc, Timely, Local

What Happens Next?

Tools for Online Cause Campaigns •  Pe55ons •  Pledges •  Quizzes •  Surveys/ Polls •  Click‐to‐donate •  Auc5ons •  Checkout •  Contests •  eCards •  Text‐a‐thons •  Social Network Widgets •  Share a video/photo

America’s Favorite School Contest •  Partner: GreatSchools •  Message: Vote for your favorite school and help them win $20,000! •  Contest dates: Launched Sept 15 – Nov 15 •  200,000+ votes •  Recruited 10’s of thousands of leads for nonprofits •  Generated 100’s of thousands of impressions for sponsors: Target, K12, Campbell’s

Case Study: Fetzer and Yellowstone Sustainability Pledge

Resources for Cause Marke*ng •  Care2’s nonproﬁt marke5ng blog ‐ frogloop.com •  hGp://www.independentsector.org/ mission_market/organiza5ons.htm#16 •  hGp://causemarke5ngforum.com/

Cause Marke*ng & Nonproﬁt Campaigns with Care2 Justin Perkins Director Business Development & Nonproﬁt Marketing Strategy (303) 475-4827 justin@care2team.com p. 20 © Care2, Inc.

Appendix

Major Media Campaign w/ Electrolux, Ovarian Cancer Founda*on, Kelly Ripa Care2 helped Electrolux drive their cause marke*ng campaign during Ovarian Cancer Month in Sept, 2009. • Custom Chaperoned email blast to 500k Care2 Ac5on Alert subscribers • Custom Daily Ac5on Campaign driving 2,000 consumers to Kelly‐Conﬁden5al.com “Text‐a‐ thon” Fundraiser • E‐newsleGer ads reaching 1.2 Million Healthy & Green Living subscribers • Run of site media reaching over 3 million eyeballs

Chaperoned Email Blast Millions of Care2 members sign up to receive Ac*on Alerts on social and environmental causes they care about.

The Daily Ac*on Placement Each day, over 10,000 people visit the Daily Ac*on and 2,000‐4,000 people take the Ac*on of the Day. The Daily Ac*on is promoted via Care2’s homepage, as well as by a newsleber that pushes to 140,000 people.

Display Ads Care2 sees about 4‐5 million unique visitors each month and 40‐50 million pageviews. Adver*sers can reach a valuable consumer segment featuring one of the largest popula*ons of inﬂuen*al females above the age of 39.

Care2 Cause Marke*ng Examples

The largest free and Cause‐based eCards site online Organizations reach Care2 users in a positive and uplifting environment where they share messages of love, joy and laughter

Branded eCards

Branded eCard (Thank you page)

Example of Custom Co‐Branded Click2donate Placement

Click2donate Next Ac*on Placement – Lead Gen or Coupon

http://www.frogloop.com	67
http://www.ucpeople.org	25
http://www.slideshare.net	8
http://causebranding.blogspot.com	7
http://www.google.com	1

Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)

by Care2.com and frogloop.com (blog) on Nov 13, 2009

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Getting the Message Right for the New Consumer/Donor (Care2 - BBMG) — Presentation Transcript