Afp Cause Marketing And Branding Rev 11.9.09
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Afp Cause Marketing And Branding Rev 11.9.09



AFP Annual Conference - Cause Marketing and Branding

AFP Annual Conference - Cause Marketing and Branding



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Afp Cause Marketing And Branding Rev 11.9.09 Afp Cause Marketing And Branding Rev 11.9.09 Presentation Transcript

  • presenting level champion level patron level
  • How to Build Cause Marketing  Alliances through Branding  Stacie Madden, SEM Associates Nancy Barr, International Fund for Animal  Welfare presenting level champion level patron level
  • Stacie Madden SEM Associates  Experience in nonprofit, healthcare and consumer products  Former director of marketing and corporate giving for IFAW  Communications and community outreach for EMD Serono  Brand building roles at Reebok, Dunkin’ Donuts and HealthBridge  MBA from Babson College
  • Nancy Barr International Fund for Animal Welfare  Joined IFAW in 2006, currently Senior Manager, Educational Marketing  18 years experience in nonprofit marketing and international communications  Previous positions with the United Nations, World Vision, CBS News and Time Magazine  MA, International Relations: USC BA: Williams College
  • Agenda  What is branding?  Key messages and positioning  What is cause marketing?  Developing strategic partnerships  Case study: IFAW  Q&A
  • What is branding?  Noun  kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee  a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.  a mark formerly put upon criminals with a hot iron  a kind or variety of something distinguished by some distinctive characteristic: The movie was filled with slapstick—a brand of humor he did not find funny  Verb (used with object)  to label or mark with or as if with a brand  to mark with disgrace or infamy; stigmatize  to impress indelibly: The plane crash was branded on her mind  to give a brand name to: branded merchandise  to promote as a brand name Source:
  • What does branding really mean?  Brands are the promises you make  Brands are the experience you deliver  Your brand is not your logo  It’s not how you look, what you say or even what you do  Your brand is what people believe you stand for
  • What does branding really mean?  Starbucks sells coffee  It stands for daily inspiration  Apple sells computers  It stands for thinking differently  Disney sells animated and amusement park family entertainment  It stands for making dreams come true Source: Chiaravalle & Schenck
  • Top ten global brands Source: Business Week The 100 top brands
  • What does branding really mean? • Branding is the process of developing beliefs and perceptions that are accurate and in alignment with what you want your brand to be 1. You establish your brand by building trust for your promise about what unique and meaningful benefits you deliver 2. You build your brand by living up to that promise every time people come into contact with you 3. You strengthen your brand by constantly reinforcing your brand promise
  • Top 10 nonprofit brands Brand value Based on five years of consolidated financial data Source: Cone and a consumer perception survey The Cone Nonprofit Power Brand 100
  • Top nonprofit brands Brand image Familiarity and personal relevance, media coverage, percent of revenue Source: Cone from direct public support The Cone Nonprofit Power Brand 100
  • Branding for nonprofits  Donors give your organization funds primarily because they support your mission  Critical aspects of your communications strategy  Communicating in one voice  Developing key messages on why it’s important to support your institution
  • Brand identity components Color Name Shape Picture Icon Navigation Language Sound Tradition Ritual Behavior Service
  • Key messages and positioning • Focus on your core mission • Make your message strong and relate it back to your true mission • Deliver crisp communication • First impression - make it easy to understand who you are and what you do • Tell a story • Drive your message into a story to make an emotional connection
  • Key messages and positioning • Find your unique voice • Messages from individuals and your CEO drives the response higher than a faceless organization • Listen and be specific • Ask and invite supporters and donors to give their opinion on what your organization is doing • Be thankful • Acknowledge contributions to your cause
  • NPO key messages
  • NPO key messages
  • NPO key messages
  • What is cause marketing?  Strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue for mutual benefit  Successful cause marketing alliances requires comprehensive and integrated elements to achieve desired objectives  Partnership is profitable for both
  • Cause marketing background  Cause-related marketing was first used by American Express in 1983 to describe its campaign to raise money for the restoration of the Statue of Liberty  American Express made a one-cent donation to the Statue of Liberty every time someone used its charge card  The practice has evolved to include a wide range of activities  Simple agreements to donate a percentage of the purchase price for a particular item or items to a charity for a specific project  To longer, more complex arrangements
  • Three cause marketing categories  Transactional  Company makes a contribution to a designated cause based on consumer activity  Buying a specific product, redeeming a coupon, registering at a website or shopping at a particular retail chain  Message Promotion  Joint campaigns that raise awareness of a cause’s message - fight skin cancer  Participation in programs while building a positive association with the corporate sponsor or its brands - join us in a coastal cleanup
  • Three cause marketing categories  Licensing  The nonprofit allows its information or knowledge to be used for a fee or an agreement in which a nonprofit's name is attached to a product  A nonprofit licenses a company to develop, produce, market and/or distribute a mission- related product that is promoted either with the organization's brand name or co-branded with both the company's and nonprofit's names  Most cause marketing programs combine two or three of these tactics
  • Why cause marketing?  Secures resources other development activities cannot  Enhances reputation  Success is based on creating and delivering quid pro quo opportunities  Generates revenue  Creates momentum, builds a movement  Broadens mission and reach  Increases mindshare and emotional relevance among consumers  Gains new constituents
  • Cause marketing market size  Companies in North America are projected to spend $1.55 billion on cause partnerships in 2009, +2.2% from 2008  Popular with corporate marketers due to their ability to support worthwhile organizations while driving sales  Consumers expect corporations to increase their support of causes in this economy Source: IEG, LLC
  • Create brand awareness by developing strategic partnerships
  • Strategic partnerships
  • Strategic partnerships
  • Strategic partnerships
  • Strategic partnerships
  • Strategic partnerships
  • Building cause marketing alliances  Develop the structure. To create a corporate alliance, you need a strategy and the staffing structure to back it  You can't decide to create a corporate alliance plan without the muscle behind it  Have a policy. The organization should outline what it would be willing to do with corporate cause marketing  Implementing policies can help guide cause marketing talks and create boundaries  Show the strength. Companies may not have the marketing dollars they once had, but the positive news is that consumers are pro-cause  A connection with a good cause helps move a company's product as well as boost corporate social responsibility
  • Building cause marketing alliances  Learn from others. Take a look at other cause marketing that you admire  See why it works for the organization and the company and analyze how you can translate that success for your own organization  Don’t let the company take over. Cause marketing is about mutually-beneficial relationships. That means your organization should have a reason for getting into the relationship  Don’t hand over your brand and hope for the best. That’s the fastest way to lose those most loyal to your organization. Source: AFP NY
  • Case study: IFAW’s Animal Action Program  For IFAW: Integrates branding into educational and marketing programs to raise awareness, lists and donations  For cause marketing partners: High-quality educational materials, integrated web site, celebrity involvement and special events provide “value-add” benefit to offer existing and new cause marketing partners  Achieves the cause marketing goal of mutual benefit: Raises brand-awareness of both IFAW and partner; Raises funds for IFAW and creates marketing opportunities and CSR of partner
  • Animal Action Education  What: Education and outreach program  Reach: more than 4,000,000 people in 16 countries  Scope: New theme launched each fall (pegged to World Animal Day, Oct. 4)  Goal: Engage and empower people, especially youth, to take positive action on behalf of animals and the environment
  • Animal Action Education • Program focuses on a different animal welfare and conservation theme each year • Established and developed over past five years primarily through Foundation support  IFAW’s only ongoing institutional outreach program in the United States.
  • Challenge: Build CM-worthy program • Develop Animal Action program to achieve IFAW goals while creating value and benefits for corporate partner • Achieve this by building program:  PR: Opportunities for celebrity involvement; Special events  Reach: expand publishing, media, institutional & community partnerships  Audience: Include broader age range of youth participation, engage parents, expand quality of educator engagement  Feedback mechanisms for measuring ROI
  • Celebrity Involvement Leonardo DiCaprio, honorary board member, became the celebrity face and voice of Animal Action program  Creates PR opportunities  Expands branding and builds IFAW supporter base - outreach to Di Caprio fan base via email and social networks  Enhances ability to attract funding and marketing partners, including corporations
  • National Educational Partner Scholastic: o Vendor & Partner: Content development, printing, and distribution plus co-branding & co-marketing o Expanded reach from 10,000 educators to 80,000 educators nationwide each year (with no increase in budget). o Develop and manage feedback mechanisms for measuring ROI – surveys, contests
  • Build Media Partnerships Channel One Connection is the leading provider of news and educational programs to America's secondary schools. Their award- winning daily program is delivered by satellite directly to more than 8,000 public, private and parochial schools across the U.S., reaching more than 6 million students.
  • Institutional & NPO partners A program of the Jane Goodall Institute
  • Institutions & NGO partners Museum Partnership: NGO Partnership: Special Exhibit Special Contest
  • Bridge from teachers to parents
  • Testing the waters: Corporate Partner  Tropical Seas & Itzazu color-changing hand soaps for kids.  Benefits to IFAW: Branding and fund- raising  Shared Values: Animal- themed, environmentally friendly and animal-kind products and packaging  Audience alignment: Educators (classroom- sized products), Kids and Parents
  • Co-branding: Tropical Seas
  • What’s the Cause Marketing recipe? o Remember: Mission and values - establish criteria for evaluating potential partners o Go for: Mutual Benefit – focus not only on what partnerships can bring you, but what you can deliver to them o Measure: ROI in terms of both income and marketing/branding o Consider: Cause marketing alliances require significant time, effort and often upfront costs to be successful
  • Questions
  • Contact Information  Stacie Madden   617-750-1981  Nancy Barr   508-744-2069