View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
LEUKEMIA & LYMPHOMA SOCIETY Sport training program Founded in 1988 to train for the NYC Marathon As of 2008 the campaign had raised $850 million
WHAT IS CAUSE MARKETING? Collaborative marketing of “for profit” businesses and non-profit organizations for mutual benefit. IT’S EVERY WHERE. Overview: Cause Marketing Forum - 2010 http://www.youtube.com/watch?v=jL9UV2hz2M0
HISTORY OF CAUSE MARKETING First CM Campaign was in 1976 Marriott and March of Dimes Opening theme park in Santa Clara, CA. Early 80’s – Susan G Komen Foundation pioneered CM.
TYPES OF CAUSE MARKETING Corporate Philanthropy Licensing Agreements Sponsorships Transaction-based Promotions Joint Ventures
WHY CAUSE MARKETING? 90% of consumers want companies to tell them the ways they are supporting causes.2010 Cone Cause Evolution Study 86% of consumers around the world believe that business needs to place at least equal weight on societal interests as on business interests. 2010 Edelman goodpurpose Two-thirds of brands now engage in cause marketing (up from 58% in 2009) and 97% of marketing executives believe it is a valid business strategy. 2010 PRWeek/Barkely PR Cause Survey
WHO DOES IT BEST? Patagonia YvonChouinard Part of their DNA Values permeate from the core IBM Celebrating 100th year of Service Extend core competencies into communities they operate in Disaster relief, STEM education Smarter Planet, Watson Robot
CAUSE MARKETING IN THE DIGITAL AGE &You – Johnson & Johnson Causes.com(Formerly Causes on Facebook) Birthday wish Walgreens donates Flu Shots for every Foursquare Check-in Whole Foods QR Codes: Help Their Gardens Grow
CAUSECAST CAUSE MARKETING Virgin Mobile Re*Generation Volunteer Rewards with Virgin Mobile artists http://volunteer.virginmobile.ca/ AOL Impact AOL cause module on homepage Supports a different nonprofit each day http://impact.aol.com/
CAUSE MARKETING POST 9/11 Veterans Affairs Military Families Patriotism Hyper-local Budweiser example: http://www.youtube.com/watch?v=tl6YOYdBiQ4
THE UGLY SIDE KFC and Susan G Komen Bucket for a Cure – “Pinkwashing” Sketchers BOBS Beer pong for MADD Newark Bears fundraiser
BEST PRACTICES Be transparent Make sure it’s a meaningful impact Commitment to the cause and campaign Align with your brand Partner with reputable organizations Build social equity in advance
EXPERTS IN THE FIELD Joe Waters - Author, Cause Marketing for Dummies @Joewaters Susan McPherson - Senior VP, Fenton @Susanmcp1 Aman Singh - Blogger and Journalist @AmanSinghCSR Carol Cone - Cause Marketer @CarolCone Scott Pansky - Partner, Allison & Partners @spansky