The S.M.A.R.T.E.R. Approach™ to Cause Marketing


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A unique approach to developing a highly successful cause marketing campaign through partnerships between nonprofit and for-profit organizations.

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The S.M.A.R.T.E.R. Approach™ to Cause Marketing

  1. 1. Placeholder, new one coming ™
  2. 2. Nonprofits are Getting Hit Hard <ul><li>“ One-third of Bay Area nonprofits are worried they may have to shut their doors by the end of the year, while 34 percent report they have two or fewer months of operating expenses in reserve.” </li></ul><ul><li>2009 survey by the United Way of the Bay Area </li></ul>
  3. 3. Nonprofits are Getting Hit Hard <ul><ul><ul><ul><ul><li>7,093 nonprofits in San Francisco </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>1,730 nonprofits in Marin </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>1,500 nonprofits in Sonoma </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>1,000 to 3,000 could go under </li></ul></ul></ul></ul></ul>
  4. 4. Marin, Sonoma and Napa Nonprofit Survey <ul><li>200 Nonprofits </li></ul><ul><li>Executive Director </li></ul><ul><li>and/or Fund Development </li></ul>
  5. 5. Marin, Sonoma and Napa Nonprofit Survey <ul><li>Employees </li></ul><ul><li>1-5 48.7% </li></ul><ul><li>6-10 7.7% </li></ul><ul><li>11-20 15.4% </li></ul><ul><li>More than 20 12.8% </li></ul><ul><li>More than 50 15.4% </li></ul>
  6. 6. Full-time Development Staff Position <ul><li>Yes 34% </li></ul><ul><li>No 66% </li></ul>
  7. 7. Marketing/Communications Staff Position <ul><li>Yes 20% </li></ul><ul><li>No 80% </li></ul>
  8. 8. What Nonprofits said in Survey <ul><li>Need to find new donors </li></ul><ul><li>Need to find sponsors for events </li></ul><ul><li>Need to increase corporate donations </li></ul><ul><li>Government and foundation grants have been cut severely. </li></ul><ul><li>Not enough budget to hire staff for development </li></ul><ul><li>and marketing </li></ul>
  9. 9. Do you have Corporate Partnerships? <ul><li>Yes 12% </li></ul><ul><li>No 88% </li></ul><ul><li>Free Copy of Survey at </li></ul>
  10. 10. The Truth <ul><li>Nonprofits need to expand their own capabilities of developing new funding . </li></ul>
  11. 11. Did You Know? <ul><li>92% of the public have a more positive image of a company that supports a cause they care about </li></ul><ul><li>87% of the public are likely to switch from one product or service to another (price and quality being equal) if the other product or service is associated with a good cause </li></ul><ul><li>87% of employees in companies doing cause marketing feel a strong sense of loyalty to them </li></ul>
  12. 12. Did You Know? <ul><li>According to The Haas School of Business at UC Berkeley, “Cause marketing is the fastest growing form of sponsorship in North America.” </li></ul>
  13. 13. Why is Cause Marketing So Effective? <ul><li>It leverages the marketing clout and connections of two or more organizations </li></ul><ul><li>It focuses on doing good and the public responds very well to organizations doing good </li></ul><ul><li>It draws media attention… for free </li></ul><ul><li>It delivers what one can’t do alone </li></ul>
  14. 14. Where to Start? <ul><li>Change your mindset about working with a for-profit: It’s all about what you can do for them! </li></ul><ul><li>You are not seeking a donation, you are seeking a long-term partner </li></ul>
  15. 15. What Do You Want to Do? <ul><li>Identify your marketing objectives: a) Raise funding for a particular program b) Generate awareness of your services c) Attract new volunteers and other support d) Build a new building/program center </li></ul>
  16. 16. What Do You Have to Offer? <ul><li>Analyze what you bring to the partnership: a) A cause/need that can excite the public b) Media relationships c) Staff/Board support </li></ul><ul><li>d) Donor/support base to tap </li></ul><ul><li>e) Pro Bono PR/Ad Agency </li></ul>
  17. 17. Develop a Partnership Proposal <ul><li>Show why your marketing objectives match theirs </li></ul><ul><li>Show what you have can help them achieve what they need </li></ul><ul><li>Show what they have can help you achieve what you need </li></ul><ul><li>Timeline </li></ul>
  18. 18. How to Approach a Potential Partner <ul><li>Identify your top few potential partners </li></ul><ul><li>Identify CEO, COO, CMO, VP, Board Member </li></ul><ul><li>Ideally, find a connection person: your board, staff, donor, media, volunteer </li></ul><ul><li>Do not make a cold call, if at all possible </li></ul><ul><li>Set up a three-way meeting: your ED/CEO, your connection, your target partner </li></ul><ul><li>Worse case: send a short letter pitching a partnership, why it makes sense for them, and ask for a meeting </li></ul>
  19. 19. Ask These Questions <ul><li>Does this partnership make sense? </li></ul><ul><li>Does the brand and messaging reflect favorably on all the partners? </li></ul><ul><li>Will the partnership messaging and campaign alienate people from purpose of the campaign? </li></ul><ul><li>Can we work at the CEO level? </li></ul>
  20. 20. Three Phases of Partnership <ul><li>An in-kind gift or donation </li></ul><ul><li>Progressing to the realization that there is more that could be accomplished in such a relationship and thus the exploration toward a deeper commitment to each other's goals </li></ul><ul><li>Finally, proactively integrating each partner into the marketing and business mind and culture of the other. </li></ul>
  21. 21. Create a Greater Good <ul><li>Photo by Gene Dailey </li></ul>
  22. 22. <ul><li> </li></ul><ul><li> Bruce W. Burtch, Inc. </li></ul><ul><li> The Cause Marketing Catalyst </li></ul><ul><li> </li></ul><ul><li>415-454-0839 </li></ul>