Cause Marketing Overview

Also called cause-related marketing,
a partnership between a for-profit company and a non-profit organization which
increases the company's sales while
raising money and visibility for the cause
Cause Marketing. . .

“ Corporate Philanthropy”
the giving (without expectation of direct corporate gain) of charitable financial and in-kind grants by companies or their corporate foundations.
“ Corporate Social Responsibility”
driving corporate growth and profit while also pursuing societal good
Cause Marketing is not….

Greater awareness for company product or service
Increased sales
Access to new audiences
Competitive advantage
Increased brand image and awareness
Higher employee retention
Highlight to be used in employee recruiting
Opportunity for new strategic partnerships
Technical expertise from nonprofit partners
Training and development opportunities for upcoming company leaders and staff
Benefits of Cause Marketing Source: CauseMarketingForum.com

According to Cone’s 2010 Cause Evolution Study : 83% of Americans wish more of the products, services and retailers they use would support causes. 61% are willing to try a new brand or one they’ve never heard of if associated with a cause. And according to Edelman’s goodpurpose Study 2010 : Nearly 2/3 of global consumers believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business. Consumers are Definitely Interested

Build Awareness
Message campaigns focus on leverage the brand’s voice to share a specific cause-focused message.
Events can raise awareness via volunteerism, clean-ups, health fairs, etc
Take Action
Social Media has awakened the consumers desire to spread the word or sign up to persuade elected officials and companies to take action
Brands can encourage/promote participation in a run/walk or ask for personal pledges to demonstrate commitment to the cause
Make a Donation
Transactional campaigns trigger a business donation upon point of purchase
Online microsites or social media platforms can be used to create brand donations and/or encourage consumer donations.
Licensing - use of a nonprofit in exchange for a licensing fee by the brand
Types of Cause Marketing Campaigns

CREATE SHARED VALUE
Awareness/Funds for partner
Brand preference
Strategic Intersection Brand/ Company Non-profit/ Cause

Steps for Developing Cause Marketing Program Strategic Fit Readiness Assessment Level of Commitment Partner Identification Program Details Execution

Linda’s Experience in Cause Marketing Coca-Cola Polar Bear Support Fund Developed and managed a 3 year partnership with WWF that raised over $750,000 to support polar bear conservation and education. Created a microsite on company website. Developed Employee Education series to encourage positive environmental behavior at holidays. Worked with MyCokeRewards to raise consumer funds. FIFA World Cup Clean Water Scores Goals Integrated sustainability into the brand’s largest marketing campaign. This campaign ran in 15 countries, amplifying the Coca-Cola Africa Foundation’s efforts, in conjunction with GETF, to bring clean drinking water to communities in need and raising funds for water access projects in Africa. International Coastal Cleanup Employee Volunteerism Worked with the global campaign leader to optimize communication. Led the local office cleanup by recruiting and briefing volunteers as well as capturing and reporting results.

Need help in developing a cause marketing campaign that delivers value for your brand/company? Contact me at [email_address] or 713-303-2730

Cause Marketing Overview

by lindamrogers101

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