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2016 cause conference brian hawkins cause marketing for starters

2016 cause conference brian hawkins cause marketing for starters

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#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
BRIAN P. HAWKINS
Cause Marketing for Starters
™
#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
Focus…
The goal in developing a successful
cause program is to go beyond
sponsorship and plan for long term
partnerships.
To be truly successful in raising
awareness and funds, today's
organizations must develop
partnerships with long term vision
and value.
#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
Focus…
•Highlights of the presentation
include advice on matching of
mission and message of the issue
with consumers, cause, corporate
and media partners, developing
partnerships and revenue streams,
marketing, partnerships, raising
revenue.
•We will discuss the roadmap for
building an effective, scaleable,
and measurable campaign.
#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
Speaking from
Experience
Cause Marketing Agency Work Since
1993
Raise more than $40 million for clients
Cause Marketing Professor at UCSD
Since 2003
#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
Step by Step Approach…
Determine Your Organizational Needs -- Awareness &
$$$
Establish Your Goals – What do You Hope to Achieve
Take Stock of Your Assets – Outreach, Internal &
External
Define Your Publics – Who You Reach & Serve
Research & Target Partner Matches – Medias,
Companies
Research & Contact Decision Makers – Their Goals?
Develop & Present Proposal to Decision Makers
Secure a Yes! Now the Real Work Begins!
#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
Determine Awareness & Funding Needs…
Who do you need to reach?
Who do you want to serve?
What are your shortcomings?
What do you excel at and
want to share?
How can a partnership help?

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2016 cause conference brian hawkins cause marketing for starters

  • 1. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ BRIAN P. HAWKINS Cause Marketing for Starters ™
  • 2. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Focus… The goal in developing a successful cause program is to go beyond sponsorship and plan for long term partnerships. To be truly successful in raising awareness and funds, today's organizations must develop partnerships with long term vision and value.
  • 3. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Focus… •Highlights of the presentation include advice on matching of mission and message of the issue with consumers, cause, corporate and media partners, developing partnerships and revenue streams, marketing, partnerships, raising revenue. •We will discuss the roadmap for building an effective, scaleable, and measurable campaign.
  • 4. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Speaking from Experience Cause Marketing Agency Work Since 1993 Raise more than $40 million for clients Cause Marketing Professor at UCSD Since 2003
  • 5. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Step by Step Approach… Determine Your Organizational Needs -- Awareness & $$$ Establish Your Goals – What do You Hope to Achieve Take Stock of Your Assets – Outreach, Internal & External Define Your Publics – Who You Reach & Serve Research & Target Partner Matches – Medias, Companies Research & Contact Decision Makers – Their Goals? Develop & Present Proposal to Decision Makers Secure a Yes! Now the Real Work Begins!
  • 6. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Determine Awareness & Funding Needs… Who do you need to reach? Who do you want to serve? What are your shortcomings? What do you excel at and want to share? How can a partnership help?
  • 7. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Establish Your Goals… Clearly define your mission and vision Who will be better off should your program proceed? How will those directly served benefit? How will the community also benefit? Determine realistic milestones What do You Hope to Achieve?
  • 8. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Take Stock of Your Assets… Whom you serve Methods of outreach Audiences you reach Touch points such as mail, email, direct interaction Impacts and outcomes Outreach, Internal & External
  • 9. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Define Your Publics… Directly Impacted… Demographic – Recipients Mapping – Service area Indirectly Impacted… Community at large Supporters Who You Reach & Serve
  • 10. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Research & Target Partner Matches… Search for media and companies with common targets Shared mission and vision Target medias and companies with related business Match employee profile with your work Compare messages and see if they are synchronous Medias, Companies
  • 11. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Secure Media Partners… Begin with an open dialogue Present your goals and the benefits that you offer Compare target consumers and companies Brainstorm ways to blend mission and messages Consider benefits including spokespersons and content Create a synchronous message and overall theme Build a collaborative package of benefits Compare who and how to contact and present to corp.
  • 12. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Research & Make Contact… Marketing Media Community Relations Human Resources Advertising & Public Relations Agencies Share Holders Decision Makers – Their Goals?
  • 13. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Develop & Present Proposal to Decision Makers… Introduction – The Organization Concept Description – The Big Idea Communities Served – Who Benefits Partner Roles & Responsibilities – Who Does What Partner Benefits – List for All Partners Media & Promotion – Getting the Word Out Outcomes – Desired End Results & Metrics
  • 14. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Now the Real Work Begins!  Ramping Up for Partnership Implementation  Establish Metrics – Valuation (See AMA Valuation Study)  Program Planning and Development  Marketing and Media  Outreach and Program Follow- Through  Ongoing Measure of Success and Fulfillment  Track Media, Consumer and Press Coverage  Archive All Program Outcomes and Community Impacts  Create a Program Completion Synopsis
  • 15. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Ramping Up for Partnership Implementation Team on deck – program, fulfillment, marketing Actionable plan – roles, responsibilities and timeline Create a communications protocol with partners Keep data and information flowing Engage key team members as new opportunities arise
  • 16. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Establish Metrics Measureable outcomes established to include: Partner goals – non- profit, media and corporate Communities served – demographics included Services or output from the program – what is delivered Awareness – marketing, media and PR coverage Gauge feedback using direct contact and social medias
  • 17. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Program Planning & Development Involve key partners in program implementation Incorporate key constituents served in development Establish team reporting on progress Organically grow, the best programs evolve Maintain ongoing and regular reporting
  • 18. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Marketing & Media  Begin with medias controlled by each partner:  Non-profit internal communications – donors and support  Non-profit external communications – recipients  Non-profit contact – email, newsletters, website  Non-profit medias – traditional and social medias  Media partner(s) – packaged media and PR efforts  Corporate partner(s) – customer interaction, POS, POA  Corporate partner(s) – product and service engagement
  • 19. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Outreach & Program Follow- Through Maximize services, awareness and outcomes Involve partners (media and companies) employees Gauge feedback from recipients and partners alike Engage partners in delivering and promoting success Incorporate feedback in evolving program change
  • 20. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Ongoing Measure of Success & Fulfillment Gauge and chronicle feedback through: Recipient partner communications Website feedback Emails and letters Traditional media coverage Social media postings, tweets, (chatter)
  • 21. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Track Media, Consumer & Press Coverage Enlist the assist of media and corporate partners Use campaign name searches online Use ‘clipping’ services for traditional and new medias Chronicle and share the good and bad (no rug sweeps) Work with medias, ask them to send you coverage Incorporate and promote coverage via social medias
  • 22. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Archive All Program Outcomes & Community Impacts Keep track and archive all outcomes Record particularly notable successes Share triumphs as well as challenges with partners Chronicle challenges and associated changes made Keep your numbers maintained and consistent
  • 23. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ Create a Program Completion Synopsis Invest time in creating a thorough review Present in a complete, concise and visual presentation Match outcomes with goals and promises Include screen shots and links to community and media Create a positive momentum for next year and beyond!
  • 24. #CauseSD - R E M O V E T H I S B O X - A D D S P E A K E R L O G O I N V I E W  S L I D E M A S T E R ™ QUESTIONS? Thank You