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Cause Promotion,[object Object],M. RizwanMemon,[object Object],M. SameerMirjat,[object Object]
THE AUTHORS SAY…,[object Object],Includes the contents of the book,[object Object],“Corporate Social Responsibility”,[object Object],by Philip Kotler and Nancy Lee,[object Object]
What is Cause Promotion?,[object Object],Defined as:	,[object Object],    In a cause promotion a corporation provides funds, In-kind contributions or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation or volunteer recruitment for a cause.,[object Object]
Cont.,[object Object],Persuasive Communication is mostly used:,[object Object],To persuade potential donors,[object Object],Volunteers to contribute/Participate in the cause,[object Object]
Cont.,[object Object],[object Object],Most commonly “Corporations are approached” to contribute to a cause promotion being developed by a non-profit organization.,[object Object],In some cases, the corporation decides to support a social cause and then reaches out to partners supporting the cause.,[object Object],But in a few cases, the corporation may go it alone, developing and managing the campaign internally.,[object Object]
How is it different?,[object Object],Cause related Marketing:,[object Object],Contributions and support are not tied to company sales of specified products.,[object Object],Social Marketing:,[object Object],Focus is not on influencing individual behavior change.,[object Object],Employee Volunteering:,[object Object],Involves more than just participation of employees/volunteers.,[object Object]
What are the Keys to Success?,[object Object],http://www.thebodyshop-usa.com/values-campaigns/campaign-history.aspx,[object Object]
http://www.discovernursing.com/,[object Object]
Video,[object Object],Gift the Gift of sight,[object Object]
When Should a Corporate Cause promotion initiative be considered?,[object Object],When a company has easy access to the target markets.,[object Object],British Airways’ Change for Good,[object Object],PETsMART’s Animal Adoption,[object Object],PARADE magazine for generating interest in bake sales,[object Object]
Cause promotion
When the cause can be connected and sustained by a company’s products.,[object Object],The Body Shop’s product labeling,[object Object],Ben & Jerry’s new flavor and packaging.,[object Object],When employee involvement will support the cause.,[object Object],Wal-Mart in support of Children’s Miracle Network,[object Object],LensCraftersin delivering eyeglasses to needy,[object Object]
When a company wants to limit its involvement and commitment to raising awareness and concern VERSUS the often more difficult effort of changing behavior.,[object Object],When there’s a co-branding opportunity.,[object Object],Aleve with the Arthritis Foundation,[object Object]
Developing a Cause Promotion campaign plan,[object Object],Target Audience,[object Object],Communication objectives,[object Object],What benefits to promise,[object Object],Openings,[object Object],Positioning and requirements,[object Object],Campaign goals,[object Object]
THE INTERNET SAYS…,[object Object],Includes an online article named “10 types of Cause Promotion”,[object Object]
1. The “Proud Supporter” Method ,[object Object],When a company gives a flat donation to a cause/nonprofit organization, and the donation is not tied to sales of a product or action by the consumer. Cone refers to this as the “proud supporter” method because this language often accompanies this type of cause promotion on the package. ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
ww5.komen.org/ContentHeaderOnly.aspx?id=6442451278,[object Object]
Pro: Longer shelf life because it’s not directly tied to individual sales ,[object Object],Con: Passive consumer engagement – no compelling call-to-action to drive engagement ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
2. Donation with Purchase,[object Object],When a donation is triggered for each specially marked package sold during a pre-determined timeframe. The donation may vary and may be described in terms of a percentage or dollar amount of each product.  A funding cap is generally associated with this type of promotion. ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
www.bettycrocker.com/community/stirringupwishes,[object Object]
Pro: Opportunity to track sales and sales lift ,[object Object],Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.) ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
3. Donation with Label or Coupon Redemption,[object Object],When a company makes a donation for every code/label provided through purchase and redeemed in-store or via mail. It is not the sale itself which triggers the donation, but the supplemental action.,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
http://www.yoplait.com/save-lids-save-lives/,[object Object]
Pro: Ability to track consumer reaction to promotion and resulting sales lift,[object Object],Con: Some consumers are dissuaded by need to take an “extra step” ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
4. Donation with Online Activation,[object Object],Similar to the in-store redemption method, this is when a company makes a donation for every code/label provided through purchase and redeemed or activated online.,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
http://www.dawn-dish.com/en_CA/savingwildlife/home.do?check_ip=false,[object Object]
Pro: Convenient for consumers and offers second point of engagement,[object Object],Con: Easy for consumers to forget to redeem code/label because it is not an immediate action,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
5. Donation with Consumer Action,[object Object],A method that doesn’t require a purchase; the fifth type of promotion is when a company makes a donation when the consumer takes a specific action (e.g., sends a viral gift, hosts an event, designs packaging). ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
http://www.mikeshard.com/pinklemonade/,[object Object],http://www.mikeshard.com/pinklemonade/,[object Object]
Pro: Compelling consumer call-to-action ,[object Object],Con: Less direct tie to sales ,[object Object]
6. Dual Incentive Method,[object Object],A dual incentive promotion is when a company provides an incentive to drive consumer donations (e.g., a donation match, a product coupon or discount). ,[object Object]
http://c0397571.cdn.cloudfiles.rackspacecloud.com/e1w_l.jpg?1281449864,[object Object]
Video,[object Object],Big Warm up,[object Object]
Pro: Loyalty opportunity – consumers feel a partnership with the company and rewarded for their efforts,[object Object],Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
7. Consumer Pledge Drives,[object Object],Some companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge. ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
pledge5.starbucks.com/,[object Object]
Video,[object Object],Pledge 5,[object Object]
Pro: Gives consumer a voice ,[object Object],Con: Requires localization to ensure highest level of consumer relevance ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
8. Buy One, Give One (BOGO) Method ,[object Object],A promotion that is gaining in popularity, BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated). ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
http://www.pampers.com/en_US/unicef/,[object Object]
Video,[object Object],Pampers Ramadan,[object Object]
Pro: Consumers are very responsive to tangible, immediate results ,[object Object],Con: Difficult to translate outputs (# of vaccines) to outcomes (# of lives affected) and the actual cost of the individual item donated may be small (few cents),[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
9. Consumer-Directed Donation,[object Object],This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities. ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
geoffnorthcott.com,[object Object],http://cidnee.files.wordpress.com/2011/02/7.png,[object Object]
Video,[object Object],Target and Red Cross,[object Object]
Pro: Consumer is empowered – higher level of engagement and perceived value ,[object Object],Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
10. Volunteerism Rally,[object Object],The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services. ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
http://www.buzzparadise.com/wp-content/uploads/2010/01/give-a-day-get-a-day-disney-lorry.jpg,[object Object]
Videos,[object Object]
Pro: Opportunity for localization and personalization ,[object Object],Con: High level of consumer commitment required ,[object Object],http://www.coneinc.com/top-10-types-of-cause-promotions,[object Object]
AND THIS IS WHAT WE HAD TO SAY ,[object Object],,[object Object],THANK YOU,[object Object]

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