Why Cause Marketing is a GoodInvestment for 2013Robert RosenthalVice PresidentMarketing & CommunicationsVolunteerMatch@vol...
How To Ask Questions• Type questions into the box on theright side of the your screen• Submit via Twitter to@VM_Solutions ...
Panelists3Joe WatersCause Marketing ExpertSelfishgiving.com@joewatersRobert RosenthalVice PresidentMarketing & Communicati...
4
Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources5
What is Cause Marketing?Cause marketing is a partnershipbetween a nonprofit and a for-profitfor mutual profit6
Raises Money, Awareness7
8
Consumer expectations of companies are atan all-time high: 91% of those polled felt it was important forcompanies to supp...
Americans are as amenable toward cause marketing as ever: 88% of Americans say it is acceptable for companies to involvea...
Cause marketing wins with Moms: 95% find cause marketing acceptable (vs. 88% avg). 92% want to buy a product supporting ...
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Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources13
How to Pick the Right Cause Partner14
How to Pick the Right Cause Partner15
How to Pick the Right Cause Partner16
How to Pick the Right Cause Partner17
How to Pick the Right Cause Partner“Garanimal” ConnectionStrong EmotionalMessageTarget Causeswith LoyalistsSupport a Cause...
Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources19
 Action is at the front Buck or two Campaign runs for 2 to 6 weeks Frequently includes pinup…but not always20
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Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources29
30
http://Pinterest.com/JoeWaters31
Q&A32• Type questions into the box on theright side of the your screen• Submit via Twitter to@VM_Solutions using “#VMbpn”
Stay InformedBlog:www.VolunteeringIsCSR.orgTwitter:@VM_SolutionsNewsletter:Monthly „Good Companies‟newsletter - Sign up on...
Why Cause Marketing is a Good Investment_April 2013 VolunteerMatch Best Practice Network Webinar
Why Cause Marketing is a Good Investment_April 2013 VolunteerMatch Best Practice Network Webinar
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Why Cause Marketing is a Good Investment_April 2013 VolunteerMatch Best Practice Network Webinar

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Cause marketing is a 1.6 billion dollar industry and a cornerstone of many brand name companies, including Starbucks, Target and McDonald's and is now commanding the attention of smaller businesses. Is it good for your business?

In this webinar, Joe Waters, the blogger at the web's #1 cause marketing blog, Selfishgiving.com, and the co-author of Cause Marketing for Dummies, will explain:

• What cause marketing is and how it’s dramatically different – and more powerful – than other forms of corporate giving.
• Why cause marketing must be a key part of every company’s marketing mix.
• How to choose the right cause for your business. Hint: This is one decision where following your heart may lead you astray.
• Simple, proven and effective targets that can help a cause – and grow your business – now!

You'll leave the webinar with additional resources to continue your learning on cause marketing and to inspire you to do well and good.

About our Guest Speaker:

Joe Waters

Joe Waters shows nonprofits and for-profits how to use cause marketing and social media to establish and grow relationships with stakeholders. Joe is the blogger behind the web's #1 cause marketing blog, Selfishgiving.com. He's the author of Cause Marketing for Dummies, QR Codes for Dummies and Fundraising with Businesses: 50 New (and Improved!) Tactics for Nonprofits - which is scheduled to be released this fall.

Joe's expertise is evident through his work with many of the top responsible companies, including Pepsi, Staples, Zipcar, and Virgin America, as well as his experience leading cause marketing teams, including one that raised millions of dollars for New England's largest safety-net hospital between 2004 and 2011.

In addition to his blog and books, Joe has contributed to The Huffington Post, The Chronicle of Philanthropy, Mediapost, Forbes, Inspiring Generosity, About.com and The Nonprofit Quarterly and presents regularly at Cause Marketing Forum’s annual conference.

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  • Opportunity: online cause marketingReality check: the future is tiny screen, local almost individual. Include def of what reality check. Prediction: the end of cause marketing is near – never about tools, brand is what mattersEbay is doing it with Giving WorksOnline cause marketing isn’t big. What’s needed? Lack of awareness, priorities, no sense of urgency, tech barrierEmployees are your brand – engaged with cm Retailers Online workplace givingMore workplace giving – Online tool is better and more engaging. Workplace giving under their own brand. Charities – employees can donate to charity of choice and enable company to create campaigns and feature them. Companies need an app for nonprofit campaigns.
  • Opportunity: online cause marketingReality check: the future is tiny screen, local almost individual. Include def of what reality check. Prediction: the end of cause marketing is near – never about tools, brand is what mattersEbay is doing it with Giving WorksOnline cause marketing isn’t big. What’s needed? Lack of awareness, priorities, no sense of urgency, tech barrierEmployees are your brand – engaged with cm Retailers Online workplace givingMore workplace giving – Online tool is better and more engaging. Workplace giving under their own brand. Charities – employees can donate to charity of choice and enable company to create campaigns and feature them. Companies need an app for nonprofit campaigns.
  • Opportunity: online cause marketingReality check: the future is tiny screen, local almost individual. Include def of what reality check. Prediction: the end of cause marketing is near – never about tools, brand is what mattersEbay is doing it with Giving WorksOnline cause marketing isn’t big. What’s needed? Lack of awareness, priorities, no sense of urgency, tech barrierEmployees are your brand – engaged with cm Retailers Online workplace givingMore workplace giving – Online tool is better and more engaging. Workplace giving under their own brand. Charities – employees can donate to charity of choice and enable company to create campaigns and feature them. Companies need an app for nonprofit campaigns.
  • Opportunity: online cause marketingReality check: the future is tiny screen, local almost individual. Include def of what reality check. Prediction: the end of cause marketing is near – never about tools, brand is what mattersEbay is doing it with Giving WorksOnline cause marketing isn’t big. What’s needed? Lack of awareness, priorities, no sense of urgency, tech barrierEmployees are your brand – engaged with cm Retailers Online workplace givingMore workplace giving – Online tool is better and more engaging. Workplace giving under their own brand. Charities – employees can donate to charity of choice and enable company to create campaigns and feature them. Companies need an app for nonprofit campaigns.
  • Why Cause Marketing is a Good Investment_April 2013 VolunteerMatch Best Practice Network Webinar

    1. 1. Why Cause Marketing is a GoodInvestment for 2013Robert RosenthalVice PresidentMarketing & CommunicationsVolunteerMatch@volmatchRobertJoe WatersCause Marketing ExpertSelfishGiving.com@joewatersPanelists: Facilitator:Lauren WagnerBusiness Development ManagerVolunteerMatch@Lauren_Lynn2April 30, 2013
    2. 2. How To Ask Questions• Type questions into the box on theright side of the your screen• Submit via Twitter to@VM_Solutions using “#VMbpn”• We will pose questions at the end ofthe presentation• A copy of the sides will be circulatedafter the event2
    3. 3. Panelists3Joe WatersCause Marketing ExpertSelfishgiving.com@joewatersRobert RosenthalVice PresidentMarketing & CommunicationsVolunteerMatch@volmatchRobert
    4. 4. 4
    5. 5. Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources5
    6. 6. What is Cause Marketing?Cause marketing is a partnershipbetween a nonprofit and a for-profitfor mutual profit6
    7. 7. Raises Money, Awareness7
    8. 8. 8
    9. 9. Consumer expectations of companies are atan all-time high: 91% of those polled felt it was important forcompanies to support a cause, up from 86% in2008. 74% of consumers say they purchased a brandbecause it supported a cause. 75% would try a brand they normally wouldn‟tbecause it supported a cause. 64% would pay more for a brand because itsupports a cause that is important to them.US Consumers Want Cause Marketing9
    10. 10. Americans are as amenable toward cause marketing as ever: 88% of Americans say it is acceptable for companies to involvea cause or issue in their marketing. (A 33% increase from1993) 83% of Americans wish more of the products, services andretailers they use would support causes. 85% of consumers have a more positive image of a product orcompany when it supports a cause they care about. 90% of consumers want companies to tell them the ways theyare supporting causes. Put another way: More than 278 million people in the U.S. wantto know what a company is doing to benefit a cause!Consumers Want More Cause MarketingConsumers Want Cause Marketing10
    11. 11. Cause marketing wins with Moms: 95% find cause marketing acceptable (vs. 88% avg). 92% want to buy a product supporting a cause (vs. 81% avg). 93% are likely to switch brands (vs. 80%) 61% of purchased more cause-related products in the pastyear (vs. 41% avg).And Millenials (18-24 year olds): 94% find cause marketing acceptable (vs. 88% avg). 53% bought a product benefiting a cause (vs. 41% avg). Company‟s support of social or enviro issues influencesdecisions of where to work 87% (vs. 69% avg).Strong with Moms & Millennials11
    12. 12. 12
    13. 13. Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources13
    14. 14. How to Pick the Right Cause Partner14
    15. 15. How to Pick the Right Cause Partner15
    16. 16. How to Pick the Right Cause Partner16
    17. 17. How to Pick the Right Cause Partner17
    18. 18. How to Pick the Right Cause Partner“Garanimal” ConnectionStrong EmotionalMessageTarget Causeswith LoyalistsSupport a CauseYou Really Care For18
    19. 19. Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources19
    20. 20.  Action is at the front Buck or two Campaign runs for 2 to 6 weeks Frequently includes pinup…but not always20
    21. 21. 21
    22. 22. 22
    23. 23. 23
    24. 24. 24
    25. 25. 27
    26. 26. 28
    27. 27. Agenda What is cause marketing The business case Picking a cause 3 ways to get started Free resources29
    28. 28. 30
    29. 29. http://Pinterest.com/JoeWaters31
    30. 30. Q&A32• Type questions into the box on theright side of the your screen• Submit via Twitter to@VM_Solutions using “#VMbpn”
    31. 31. Stay InformedBlog:www.VolunteeringIsCSR.orgTwitter:@VM_SolutionsNewsletter:Monthly „Good Companies‟newsletter - Sign up on theblog!33
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