Cause Marketing:
Case Study
Steve Drake, Drake &Company
Vince Powers, Devine & Powers
Today’s Agenda
• Introductions – Steve & Vince
• Defining Cause-related Marketing
• Examples
• Case Studies
• Brainstormin...
Definitions
Corporate Sponsorship:
 Company trying to reach your members
 Message: buy from me because we support your
i...
Cause Marketing
Connecting the Unconnected:
• A corporation and a non-profit joining to support a
common cause
It is NOT c...
Cause Marketing: How Big?
1990 = $120 million
2007 = $1.44 Billion!
Why?
It works!
Source: IEG Sponsorship Report
Impact of Cause Marketing
• Likelihood to switch brands = 87%
• Proud of my company’s values = 87%
• Purchased a product =...
Cause Marketing
Cause Marketing
To get you thinking of the possibilities, here are some
award-winning examples …
Example 1
Example 2
Example 3
Example 4
Example 5
Life in art:
Capturing yours & saving another
 Wedding Photography: 1-time,
expensive ($5,000+) purchase
 Dona...
Connecting with Companies
1. Think as they do
2. Cause is another form of marketing
3. Need to match their company needs, ...
Rigorous Market Evaluation
The Cause to Support
Products Support Cause
Results - KitchenAid
• Donations of $1 million + (double the prior year)
• Home Dinner Party Kit requests up 191%
• Public...
McDonald’s and
Ronald McDonald House
CASE STUDY:
• Ray Kroc founded
McDonald’s in 1955
• “We have an obligation to
give back to the community
that gives so much to us.”
• ...
Philadelphia 1974
• Philadelphia Eagles’ player Fred Hill had a daughter who was being
treated for Leukemia
• Eagles’ owne...
• Jim Murray, GM of the Eagles, approached McDonald’s local
franchise owners
• McDonald’s reply – developed Shamrock Shake...
• More than 245 Ronald McDonald
Houses in 26 countries
• More than 10 million families have
stayed in a Ronald McDonald
Ho...
Key Learnings
• Make it personal – Tose saw a problem and simply
wanted to help; McDonald’s owner/operators saw an
opportu...
Case Study
Case Study: Trees for Troops
Christmas Trees:
 32.8 million households
 Kids in the home
Memories/experience
FedEx:
 D...
11,854 Real Christmas Trees
Delivered to 25 military
locations in 17 countries
Banners and posters
provided to all loca...
A snapshot of media
coverage
13.7 MILLION households
said they saw, read or heard
about Trees for Troops
3.6 MILLION households
said T4T “influenced” t...
2006 Trees for Troops
11,854 Family Memories
Key Learnings
1) Make it Personal
2) Make it Relevant
3) Make it Transparent
4) If you are the charity, own “the brand”
 ...
Upcoming SlideShare
Loading in …5
×

Cause Marketing for Non Profits

2,849 views

Published on

A quick look at cause marketing for associations and non-profit organizations. Includes definitions, examples and case studies.

0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,849
On SlideShare
0
From Embeds
0
Number of Embeds
24
Actions
Shares
0
Downloads
184
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide
  • Vince – Cone / PR News / Impact of CSR / Cause Marketing
  • EXAMPLE OF TRANSATIONAL CAUSE PROGRAM: Holiday program … Target pledged $1.50 per “Stuffed elephant” gift card holder … consumers purchased about 200,000 gift elephants … … St. Jude received $300,000!
  • TRANSACTIONAL: Pedigree donated a percentage of sales of each bag of Pedigree dog food to benefit dog shelters. Program engaged 80% of its retailers; created 51 million media impressions; sales topped $1 billion for first time …. And program raised $750,000 for dog shelters!
  • CAUSE: Sam’s + Pepsi – recycled plastic bottles … converted to fleece jackets. Results: 37 million bottles recycled. Sam’s donated $300,000+ to Keep America Beautiful affiliates and schools. Aquafina sales at Sam’s clubs up $50 million. And, the program resulted in 100,000 fleece jackets donated to children in need.
  • The Classic connecting the unconnected. Toothpaste & books … launched during “back to school” period. Colgate donated book collections; organized in-store readings; publicized free dental-care visits; donated toothpaste.
  • Hold up & drop the two CLIP BOOKS
  • Cause Marketing for Non Profits

    1. 1. Cause Marketing: Case Study Steve Drake, Drake &Company Vince Powers, Devine & Powers
    2. 2. Today’s Agenda • Introductions – Steve & Vince • Defining Cause-related Marketing • Examples • Case Studies • Brainstorming & Feedback
    3. 3. Definitions Corporate Sponsorship:  Company trying to reach your members  Message: buy from me because we support your industry Cause-Marketing:  Company trying to reach your members’ customers or society in general  Message: together we can do something good “for society”
    4. 4. Cause Marketing Connecting the Unconnected: • A corporation and a non-profit joining to support a common cause It is NOT corporate sponsorship … much bigger than that
    5. 5. Cause Marketing: How Big? 1990 = $120 million 2007 = $1.44 Billion! Why? It works! Source: IEG Sponsorship Report
    6. 6. Impact of Cause Marketing • Likelihood to switch brands = 87% • Proud of my company’s values = 87% • Purchased a product = 36% • Told a friend or family member = 30% Source: Cone Inc.
    7. 7. Cause Marketing
    8. 8. Cause Marketing To get you thinking of the possibilities, here are some award-winning examples …
    9. 9. Example 1
    10. 10. Example 2
    11. 11. Example 3
    12. 12. Example 4
    13. 13. Example 5 Life in art: Capturing yours & saving another  Wedding Photography: 1-time, expensive ($5,000+) purchase  Donates portion of wedding fees to purchase one water filter in name of the couple Davis Photography & Thirst Relief International
    14. 14. Connecting with Companies 1. Think as they do 2. Cause is another form of marketing 3. Need to match their company needs, customer profiles and marketing goals Here’s one example: The KitchenAid brand from Whirlpool.
    15. 15. Rigorous Market Evaluation
    16. 16. The Cause to Support
    17. 17. Products Support Cause
    18. 18. Results - KitchenAid • Donations of $1 million + (double the prior year) • Home Dinner Party Kit requests up 191% • Publicity reached more than 82 million • Increased KitchenAid brand loyalty • Increased sales of KitchenAid “pink products”
    19. 19. McDonald’s and Ronald McDonald House CASE STUDY:
    20. 20. • Ray Kroc founded McDonald’s in 1955 • “We have an obligation to give back to the community that gives so much to us.” • His philosophy was passed down through the years to franchise owners Background
    21. 21. Philadelphia 1974 • Philadelphia Eagles’ player Fred Hill had a daughter who was being treated for Leukemia • Eagles’ owner Leonard Tose recognized the need for families to have somewhere comfortable to stay • The idea of a “home-away-from-home” was born
    22. 22. • Jim Murray, GM of the Eagles, approached McDonald’s local franchise owners • McDonald’s reply – developed Shamrock Shake promotion where a quarter from every shake was donated but we want to call the home “Ronald McDonald House” Eagles and McDonald’s
    23. 23. • More than 245 Ronald McDonald Houses in 26 countries • More than 10 million families have stayed in a Ronald McDonald House Today
    24. 24. Key Learnings • Make it personal – Tose saw a problem and simply wanted to help; McDonald’s owner/operators saw an opportunity to give back in the community • Make it relevant – kids and families • Create partnerships – McDonald’s franchise owners, employees, customers, local hospitals • Consider execution – followed Ray Kroc’s belief “give back in communities where you do business” • Deposits in the Trust Bank – McDonald’s is constantly defending its reputation
    25. 25. Case Study
    26. 26. Case Study: Trees for Troops Christmas Trees:  32.8 million households  Kids in the home Memories/experience FedEx:  Delivery & logistics  Building reputation for community involvement U.S. Military Families:  A need: separated from families at holidays  A cause: delivering memories
    27. 27. 11,854 Real Christmas Trees Delivered to 25 military locations in 17 countries Banners and posters provided to all locations Teddy bears and other gifts with the trees  Coordinated international media coverage Trees for Troops 2006
    28. 28. A snapshot of media coverage
    29. 29. 13.7 MILLION households said they saw, read or heard about Trees for Troops 3.6 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2006 Trees for Troops: Reach & Impact
    30. 30. 2006 Trees for Troops 11,854 Family Memories
    31. 31. Key Learnings 1) Make it Personal 2) Make it Relevant 3) Make it Transparent 4) If you are the charity, own “the brand”  Example, it is the Trees for Troops program NOT the FedEx Trees for Troops program  Be clear on this (upfront) with corporate partners 1) Create Partnerships 2) Seek other Non-Competing partners 3) Continuously refresh and update 7.5) Share the Passion

    ×