Cause Marketing 101

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Highlights from a presentation on how our PR agency helps clients navigate cause marketing; includes statistics and a decision-making "roadmap" for marketers

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Cause Marketing 101

  1. 1. DOING BUSINESS THAT DOES GOOD: GOOD HELPING MARKETERS FORGE PARTNERSHIPS OF PURPOSE Stephanie Smirnov, President DeVries P bli Relations D V i Public R l ti © DeVries Public Relations (April 2009)
  2. 2. Test Test your C I Q * C.I.Q. *Cause intelligence quotient
  3. 3. The effort or inclination to philanthropy hl h increase the well-being of humankind, as by charitable aid or donations cause A strategic positioning and marketing tool that links a marketing company or brand to a relevant social cause or issue, for mutual benefit corporate social How businesses align their values responsibility and behavior with the expectations and needs of stakeholders (CSR) ( )
  4. 4. FUN FACTS! Source: Mintel Report on Cause Marketing, 2007; Cone (2007), IEG Sponsorship Report (2007); Edelman Goodpurpose (2008)
  5. 5. 52% of consumers are more likely to recommend a brand that supports a cause vs one that does not
  6. 6. 81% say when price/quality are equal, they’re likely to switch brands based on cause
  7. 7. 68% of consumers would remain loyal to a brand if it supports a cause …even in a recession
  8. 8. 71% have either given the same amount of (or more) time or money to good causes …even in a recession even
  9. 9. 71% have either given the same amount of (or more) time or money to good causes …even in a recession even
  10. 10. A closer l k at women… l look t Source: Mintel Report on Cause Marketing, 2007
  11. 11. Significantly more likely than men to agree that “sometimes a cause-related sponsorship will p p affect my purchase”
  12. 12. More likely to be philanthropically minded
  13. 13. More aware of CRM efforts than men
  14. 14. Most concerned about health issues, education, children’s welfare and poverty p y
  15. 15. 1.5 billion spent on cause marketing last year 1.4 million non-profit organizations in the U.S. alone
  16. 16. DOING GOOD & GIVING BACK A BRIEF HISTORY
  17. 17. DRAISING 1900-1940s 1950s-1960s 1970s-1980s 1990s 2000s Early 1900s 1948 1980s 1991 2000s 2004 Wealthy Family United Way Epic Relief Evocative - Venture Post-Tsunami foundations formalized, 1,000 USA for Icons: philanthropy Mobile Giving local chapters Africa, AIDS/HIV - Micro-philanthropy 1910s 2006 ANTHROPY/FUND Community Chest 1950s-1960s Band-Aid, B d Aid Red Ribbon R d Ribb Inconvenient Truth Civil Rights Live Aid Late 1920s and Anti-war 1996 Walkathon movement AIDS Quilt transform ideals 2001 at the WDC Post-9/11 TV in public life. Mall “roadblocks” 2008 Obama Campaign p g PHILA TRANSACTIONAL TRANSFORMATIVE 2004 2006 TANGIBLE Nike. LAF and - Pixel Donating TIED TO PRODUCT LIVE STRONG - CRM spending 1992 +24% vs ’0505 USE MARKETING G Pink Ribbon (Lauder) 1997 1983 2005 2007 Revlon Adventure AMEX & Run/Walk Altruism 1998 Statue of Avon Walkathon CAU Liberty SOCIAL AND ACTIVE MASS PRODUCED: CREATED FOR EVERYONE PRODUCED BY THE MASSES: CREATED BY EVERYONE MEDIA AND POP CULTURE 1900s-1920s 1960-1970s 1970s-1980s Mid 1990s Digital Explosion Local community & Epic concerts Rise of ideals- Ideals-driven start- Online communities small town ideals driven enterprise: up culture captures of shared interest 1930s Ben & Jerry’s, Newman’s popular imagination Celebrity Culture Great Depression & p Own Rise of the Uber- Uber D uprooting of local Influencer communities Social Media + Mobile Culture 1980s Mutually assured “Reagan Effect” of connectivity cuts in gov’t funding
  18. 18. ENGAGING CONSUMERS
  19. 19. Transactional: Doing Good through Purchase Buys y Organizational Consumer $$ Product Beneficiaries
  20. 20. Active Altruism: Doing Good Beyond Purchase Consumer Participates beyond $$ Organizational Purchase or Beneficiaries something of value
  21. 21. Wired Giving: Doing Good Digitally Engages Organizational Consumer Digitally & $$ or Individual Socially Beneficiaries Micro-philanthropy Hack-a-thons
  22. 22. CAUSE DECISION MAKING DECISION-MAKING A ROADMAP
  23. 23. LET THE PLANNING BEGIN! Have you YES engaged all Have you YES marketing Have you factored in disciplines? p NO YES needs of d f aligned on success all stakeholders? NO STOP measures? NO STOP STOP YES Is senior management aligned to the YES Have you done YES Do you know NO what causes are p j project? a landscape p NO assessment? important to STOP NO your target? STOP STOP Is it conducive YES Is your brand to playing in YES YES equity cause space? NO Healthy or purpose brand?? Could cause Co ld ca se YES clearly defined? l l d fi d? NO NO address a business challenge? NO STOP STOP STOP
  24. 24. Information & Inspiration p causemarketingforum.com KATYA’S NON-PROFIT MARKETING BLOG www.nonprofitmarketingblog.com/ www nonprofitmarketingblog com/ BETH’S BLOG PR MAMA beth.typepad.com/beths_blog/ ssmirnov.wordpress.com @ss @ssmirnov o
  25. 25. Thank You! Stephanie Smirnov, President DeVries P bli Relations D V i Public R l ti © DeVries Public Relations (April 2009)

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