Cause Marketing - Getting the Message Right
              for the New Consumer/Donor
                                     ...
About BBMG
A new kind of marketing firm, dedicated to
the intersection of branding, social purpose
and innovation. Founded...
What we’ll cover
•   Branding 101
•   The Moment: Five Trends Shaping the Marketplace
•   The Conscious Consumer
•   Tripl...
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
                   ...
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 natio...
3. THE LAW OF LEADERSHIP
When you don’t have a leading brand, create
a new category in which you can claim
leadership.
   ...
FIVE LAWS OF BRANDING

                     Word



      Focus                 Authenticity

                    Brand


...
4. THE LAW OF AUTHENTICITY




4-Day Work
   Week
FIVE LAWS OF BRANDING

                     Word



      Focus                    Authenticity

                    Brand...
5. THE LAW OF CONSISTENCY
• A brand must stand for something clear
 and consistent over time
• When you change your brand ...
5. THE LAW OF CONSISTENCY

           Cake Decorating Kit


           Energy Beer



           Flame: meat-scented perfu...
5. THE LAW OF CONSISTENCY



  Coke             Pepsi
5 PRINCIPLES OF BRANDING

                  Strategic


    Stakeholder                   All Touch
      Focused         ...
PRINCIPLES OF CAUSE-MARKETING
                 Authenticity
               Avoid “cause washing”


                  Integ...
1. AUTHENTICITY
1. AUTHENTICITY

•   The company is fully engaged in the cause
•   Employees are excited and passionate
    about the caus...
2. INTEGRATION
     The cause is consistent with the
        company’s overall strategy




   From Charity > Shared Value...
3. IMPACT
•   Focus on effective partnerships that can
    have a real impact for the cause
•   Focus on partnerships that...
CAUSE MARKETING DONE WRONG
Campaigns violating the law of consistency:




 What’s the particular   Can Macy’s claim to
  ...
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.



*...
2. Crunch
“Eighty percent of nonprofits surveyed
 are under are under fiscal stress,
 with four in 10 of those reporting
 ...
3. Co-Ownership
“There is more computing power in our
 Blackberries than there was in the control
 room in Houston that pu...
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 G...
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 DI...
Why Care?

                          3X Early Adopters
                          3X Reward
              48%         3X Pu...
Takeaway: The Passionate 10



  10>90
  Engage the “most passionate 10 percent” in the
 conversation, providing Enlighten...
Triple Value Proposition
An approach to branding that delivers on
three dimensions of value: personal
relevance, social pu...
UNIQUE VALUE PROPOSITION


      IMPORTANT            ORGANIZATION
       TO TARGET            STRENGTH
                  ...
TRIPLE VALUE PROPOSITION
Practical
 How does the brand
 improve my life?            PRACTICAL                 SOCIAL
     ...
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 th...
QUESTIONS?
CONNECT



Relationships are the only real currency in
life. Please let me know if you would like
more information. Thanks...
Cause Marketing:
   Getting the Message Right for
   the New Consumer
METHODOLOGY

QUANTITATIVE                 QUALITATIVE
2,000 person national poll   15 ethnographic interviews
+/- 2.2% mar...
Cause Marke*ng Online Since 1998 

      Nearly 12 million Care2 
      members are making a 
      difference by: 

•    T...
~$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 
• ...
Produc*ve Cause Marke*ng Campaigns 

•  Target exis5ng networks of consumers with a 
   need you fulfill 
•  Fulfill a need ...
Five Quick Mantras for Messaging 
•  Place the Consumer at the center of the story – he/she is 
   the hero   
•  Fulfill t...
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 
•  ...
America’s Favorite School Contest 
•  Partner: GreatSchools
•  Message: Vote for your favorite school and help them
   win...
Case Study: Fetzer and 
Yellowstone Sustainability Pledge 
Resources for Cause Marke*ng 
•  Care2’s nonprofit marke5ng blog ‐
   frogloop.com 
•  hGp://www.independentsector.org/
   ...
Cause Marke*ng & Nonprofit Campaigns with Care2 

                                                  Justin Perkins
        ...
Appendix 
Major Media Campaign w/ Electrolux, 
    Ovarian Cancer Founda*on, Kelly Ripa 
Care2 helped Electrolux drive their cause 
...
Chaperoned Email Blast 
Millions of Care2 members sign up to 
receive Ac*on Alerts on social and 
environmental causes the...
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 t...
Display Ads 
Care2 sees about 4‐5 million unique visitors 
each month and 40‐50 million pageviews. 

Adver*sers can reach ...
Care2 Cause Marke*ng Examples 
Care2 Cause Marke*ng Examples
The largest free and Cause‐based eCards site online 



                                      Organizations
              ...
Branded eCards 
Branded eCard (Thank you page) 
Example of Custom Co‐Branded Click2donate Placement  
Click2donate Next Ac*on Placement – Lead Gen or Coupon 
Sponsored Contests 
Copyright ©2008 Care2,
Inc. All rights reserved
11/5/09 36
Animal Shelters Contest 
•  Care2 has a custom sponsorship platform for cause-
   driven Web 2.0 contests.
•  Example: “Am...
America’s Favorite Farmers Market 
•  Nonprofit partner: Local Harvest
•  Message: Vote for your local farmers market and ...
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
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Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)

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Nonprofits have the potential to tap into the $1.6 Billion spent on Cause Marketing. This presentation was from a Care2 webinar for nonprofits and socially responsible businesses doing Cause Marketing, with a focus on how to message Conscious Consumers. Donors = Consumers, and nonprofits could benefit from this paradigm shift.

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

  1. 1. 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
  2. 2. 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.
  3. 3. What we’ll cover • Branding 101 • The Moment: Five Trends Shaping the Marketplace • The Conscious Consumer • Triple Value Proposition • Case Studies • Questions
  4. 4. THE FIVE LAWS OF BRANDING
  5. 5. What’s a brand? • What you stand for • Your unique difference • The promise behind your mission
  6. 6. FIVE LAWS OF BRANDING Word Brand
  7. 7. 1. THE LAW OF THE WORD Car + Safety
  8. 8. 1. THE LAW OF THE WORD International + Children
  9. 9. 1. THE LAW OF THE WORD Cancer Research + CURE
  10. 10. FIVE LAWS OF BRANDING Word Focus Brand
  11. 11. 2. THE LAW OF FOCUS Identifying your unique value proposition IMPORTANT ORGANIZATION TO TARGET STRENGTH SWEET SPOT OTHER ORGANIZATIONS NOT ADDRESSING NEED
  12. 12. 2. THE LAW OF FOCUS A brand becomes stronger when you narrow its focus Children’s Supermart?
  13. 13. FIVE LAWS OF BRANDING Word Focus Brand Leadership
  14. 14. 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
  15. 15. 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
  16. 16. FIVE LAWS OF BRANDING Word Focus Authenticity Brand Leadership
  17. 17. 4. THE LAW OF AUTHENTICITY 4-Day Work Week
  18. 18. FIVE LAWS OF BRANDING Word Focus Authenticity Brand Leadership Consistency
  19. 19. 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…
  20. 20. 5. THE LAW OF CONSISTENCY Cake Decorating Kit Energy Beer Flame: meat-scented perfume
  21. 21. 5. THE LAW OF CONSISTENCY Coke Pepsi
  22. 22. 5 PRINCIPLES OF BRANDING Strategic Stakeholder All Touch Focused Points Brand Inside-Out Empowering
  23. 23. 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
  24. 24. 1. AUTHENTICITY
  25. 25. 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
  26. 26. 2. INTEGRATION The cause is consistent with the company’s overall strategy From Charity > Shared Value Creation
  27. 27. 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
  28. 28. CAUSE MARKETING DONE WRONG Campaigns violating the law of consistency: What’s the particular Can Macy’s claim to relevance? be green?
  29. 29. CAUSE MARKETING DONE RIGHT
  30. 30. FIVE TRENDS SHAPING THE MARKETPLACE
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 5. Consciousness Consumers are redefining value in the new economy. It’s about value and values.
  35. 35. MEETING THE CONSCIOUS CONSUMER
  36. 36. Five Values that Drive Conscious Consumers HEALTH AND SAFETY HONESTY CONVENIENCE RELATIONSHIPS DOING GOOD
  37. 37. CONSUMER SEGMENTATION OVERVIEW Enlighteneds 10% Aspirationals 20% Practicals 30% Indifferents 40%
  38. 38. (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
  39. 39. Why Care? 3X Early Adopters 3X Reward 48% 3X Punish 3X Influence (+) 3X Influence (–) ALL ADULTS ENLIGHTENEDS 4X Blog, post, review
  40. 40. 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.
  41. 41. Triple Value Proposition An approach to branding that delivers on three dimensions of value: personal relevance, social purpose and meaningful participation
  42. 42. UNIQUE VALUE PROPOSITION IMPORTANT ORGANIZATION TO TARGET STRENGTH SWEET SPOT OTHER ORGANIZATIONS NOT ADDRESSING NEED
  43. 43. 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?
  44. 44. Case Study FROM CURE TO PURE Shifting the paradigm on breast cancer
  45. 45. 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.
  46. 46. QUESTIONS?
  47. 47. 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
  48. 48. Cause Marketing: Getting the Message Right for the New Consumer
  49. 49. 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.
  50. 50. 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
  51. 51. ~$1.6 billion will have been spent on cause  marke*ng campaigns in 2009 
  52. 52. 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 
  53. 53. 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 
  54. 54. 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  
  55. 55. Consumer is the Hero 
  56. 56. Make People Feel Good 
  57. 57. Keep it Personal 
  58. 58. Fulfill the Consumer’s Needs 
  59. 59. Specific, Timely, Local 
  60. 60. What Happens Next? 
  61. 61. 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 
  62. 62. 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
  63. 63. Case Study: Fetzer and  Yellowstone Sustainability Pledge 
  64. 64. Resources for Cause Marke*ng  •  Care2’s nonprofit marke5ng blog ‐ frogloop.com  •  hGp://www.independentsector.org/ mission_market/organiza5ons.htm#16  •  hGp://causemarke5ngforum.com/ 
  65. 65. 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.
  66. 66. Appendix 
  67. 67. 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 
  68. 68. Chaperoned Email Blast  Millions of Care2 members sign up to  receive Ac*on Alerts on social and  environmental causes they care about. 
  69. 69. 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. 
  70. 70. 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. 
  71. 71. Care2 Cause Marke*ng Examples 
  72. 72. Care2 Cause Marke*ng Examples
  73. 73. 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
  74. 74. Branded eCards 
  75. 75. Branded eCard (Thank you page) 
  76. 76. Example of Custom Co‐Branded Click2donate Placement  
  77. 77. Click2donate Next Ac*on Placement – Lead Gen or Coupon 
  78. 78. Sponsored Contests 
  79. 79. Copyright ©2008 Care2, Inc. All rights reserved 11/5/09 36
  80. 80. Animal Shelters Contest  •  Care2 has a custom sponsorship platform for cause- driven Web 2.0 contests. •  Example: “America’s Favorite Animal Shelter” holiday contest •  Nonprofit partner: Adopt-a-Pet.com and their network of local and regional animal shelters and rescue groups •  Message: Animal shelters and the animals they serve are suffering in this economy. Vote for your favorite local shelter to rescue group and help them win a much-needed $10,000! •  Contest dates: 12/2/08 – 1/31/09 •  Total page views: 2.3 million •  Total individuals voting: 250,000 •  Total daily visitors: 557,000
  81. 81. America’s Favorite Farmers Market  •  Nonprofit partner: Local Harvest •  Message: Vote for your local farmers market and help them win $5,000! •  Contest dates: Summer 2009 •  Total page views: 2.0 million •  Total individuals voting: 100,000 •  Total daily visitors: 300,000
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