CAUSE MARKETING  WHAT IT IS. WHY IT WORKS.
SOURCES FOR THIS PRESENTATION: <ul><li>2009  PRWeek /Barley PR Cause Survey </li></ul><ul><li>IEG Sponsorship Report </li>...
WHAT IS CAUSE MARKETING? <ul><li>A partnership between a for-profit business and a non-profit charity or cause to market a...
<ul><li>NEARLY 90% OF AMERICANS BELIEVE IT IS IMPORTANT FOR BUSINESS, GOVERNMENT AND NONPROFITS TO COLLABORATE TO SOLVE PR...
CAUSE MARKETING  BENEFITS BUSINESS.
CAUSE MARKETING CREATES TRUSTED AND LASTING RELATIONSHIPS WITH DIVERSE STAKEHOLDERS THROUGH: <ul><li>Grant making </li></u...
IN A RECENT SURVEY, AMONG CORPORATE MARKETERS WITH CAUSE PROGRAMS: 58% report an improvement in employee morale and retent...
<ul><li>IN 2009, 41% OF U.S. CONSUMERS BELIEVE COMPANIES CAN BEST IMPROVE BRAND PERCEPTIONS BY INCREASING THEIR CAUSE SPON...
<ul><li>CONSUMERS EXPECT IT … </li></ul><ul><li>In 2009, 91% of women polled said it was important for companies to suppor...
<ul><li>74% of consumers say they purchased a brand because it supported a cause </li></ul><ul><li>75% of consumers would ...
<ul><li>85% of consumers say it's acceptable for companies to involve a cause in their marketing, compared to 66% in 1983 ...
<ul><li>72% have seen enhanced brand reputation </li></ul><ul><li>70% have realized greater public relations results </li>...
<ul><li>“ Corporations more and more want to align their philanthropy with their business model, with their core competenc...
CAUSE MARKETING  BENEFITS NONPROFITS.
2010 TRENDS IN GIVING …   <ul><li>67% of people say the economy has impacted their involvement with charities </li></ul><u...
<ul><li>While consumers struggle to maintain financial contributions to charities, corporate efforts can fill the gap </li...
<ul><li>Easy ways for consumers to get involved </li></ul><ul><li>Separate from corporate foundations </li></ul>CAUSE MARK...
<ul><li>“ Companies that are just writing checks are withholding valuable participation from society.” </li></ul><ul><li> ...
CAUSE MARKETING  RESONATES WITH MILLENNIALS.
<ul><li>88% would be likely to switch from one brand to another (of similar price and quality) if the other brand is assoc...
<ul><li>45% of millennials are more likely to donate money to the charity </li></ul><ul><li>36% of millennials are more li...
EXAMPLES OF CAUSE MARKETING PROGRAMS.
ABOUT SCHUMACHER CREATIVE: Based in St. Louis, Schumacher Creative is a boutique cause-marketing and public relations agen...
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What Is Cause Marketing

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A presentation on cause marketing, why it works for business and why all businesses should be engaged in it.

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What Is Cause Marketing

  1. 1. CAUSE MARKETING WHAT IT IS. WHY IT WORKS.
  2. 2. SOURCES FOR THIS PRESENTATION: <ul><li>2009 PRWeek /Barley PR Cause Survey </li></ul><ul><li>IEG Sponsorship Report </li></ul><ul><li>2008 Cone/Duke University Behavioral Cause Study </li></ul><ul><li>Past. Present. Future. The 25th Anniversary of Cause Marketing by Cone Marketing. </li></ul><ul><li>2010 PNC Wealth Survey </li></ul>
  3. 3. WHAT IS CAUSE MARKETING? <ul><li>A partnership between a for-profit business and a non-profit charity or cause to market an image, product or service for mutual benefit. </li></ul><ul><li>A strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue, for mutual benefit. </li></ul><ul><li>  </li></ul><ul><li>An innovative way in which companies and nonprofits integrate social and environmental issues into their brand’s DNA to generate bottom-line business and social benefits </li></ul>
  4. 4. <ul><li>NEARLY 90% OF AMERICANS BELIEVE IT IS IMPORTANT FOR BUSINESS, GOVERNMENT AND NONPROFITS TO COLLABORATE TO SOLVE PRESSING SOCIAL AND ENVIRONMENTAL ISSUES. </li></ul>
  5. 5. CAUSE MARKETING BENEFITS BUSINESS.
  6. 6. CAUSE MARKETING CREATES TRUSTED AND LASTING RELATIONSHIPS WITH DIVERSE STAKEHOLDERS THROUGH: <ul><li>Grant making </li></ul><ul><li>Consumer and employee engagement </li></ul><ul><li>Operations </li></ul><ul><li>Policy </li></ul><ul><li>Marketing communications </li></ul>
  7. 7. IN A RECENT SURVEY, AMONG CORPORATE MARKETERS WITH CAUSE PROGRAMS: 58% report an improvement in employee morale and retention as a result of these programs   72% report an enhanced brand reputation
  8. 8. <ul><li>IN 2009, 41% OF U.S. CONSUMERS BELIEVE COMPANIES CAN BEST IMPROVE BRAND PERCEPTIONS BY INCREASING THEIR CAUSE SPONSORSHIPS. </li></ul><ul><li>Surpassing sports and arts/cultural sponsorships as ways to boost consumer opinion for the first time ever </li></ul>
  9. 9. <ul><li>CONSUMERS EXPECT IT … </li></ul><ul><li>In 2009, 91% of women polled said it was important for companies to support a cause, an increase from 86% in 2008 </li></ul><ul><li>  </li></ul><ul><li>64% of consumers polled expected companies to align themselves with a cause </li></ul>
  10. 10. <ul><li>74% of consumers say they purchased a brand because it supported a cause </li></ul><ul><li>75% of consumers would try a brand they normally wouldn’t because it supported a cause </li></ul><ul><li>  </li></ul><ul><li>64% would pay more for a brand because it supports a cause that is important to them. </li></ul>IN 2009 …
  11. 11. <ul><li>85% of consumers say it's acceptable for companies to involve a cause in their marketing, compared to 66% in 1983 </li></ul><ul><li>79% of consumers would likely switch from one brand to another (of similar price and quality) if the other brand is associated with a good cause, compared to 66% in 1993. </li></ul><ul><li>38% of consumers have bought a product associated with a cause in the last 12 months compared to 20% in 1993. </li></ul>IN ADDITION:
  12. 12. <ul><li>72% have seen enhanced brand reputation </li></ul><ul><li>70% have realized greater public relations results </li></ul><ul><li>58% have seen improvement in employee morale and retention </li></ul><ul><li>52% have enhanced the relationship with target demographics </li></ul><ul><li>51% have seen an increase in donations/membership to the nonprofit </li></ul><ul><li>28% have realized an increase in sales/retail traffic to their business </li></ul>MARKETERS AGREE. CAUSE WORKS.
  13. 13. <ul><li>“ Corporations more and more want to align their philanthropy with their business model, with their core competencies. Companies want to be part of a solution. Corporate foundations are being more focused on giving that could potentially help the bottom line.” </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Charles H. Moore </li></ul><ul><li>Executive Director </li></ul><ul><li>Committee Encouraging Corporate Philanthropy  </li></ul>
  14. 14. CAUSE MARKETING BENEFITS NONPROFITS.
  15. 15. 2010 TRENDS IN GIVING … <ul><li>67% of people say the economy has impacted their involvement with charities </li></ul><ul><li>  </li></ul><ul><li>37% of people say they have cut back on giving to all charities </li></ul><ul><li>28% percent of wealthy Americans say the recession has caused them to cut back on the total amount of money they give to charity </li></ul>
  16. 16. <ul><li>While consumers struggle to maintain financial contributions to charities, corporate efforts can fill the gap </li></ul><ul><li>Cause marketing crafts stories that inspire people to take action, presenting those stories in myriad forms and prompting people to take action in both store fronts and social fronts </li></ul>CAUSE MARKETING CAN FILL THE GAP …
  17. 17. <ul><li>Easy ways for consumers to get involved </li></ul><ul><li>Separate from corporate foundations </li></ul>CAUSE MARKETING PROVIDES OUTLETS FOR CONSUMERS OF ALL FINANCIAL MEANS TO GIVE BACK.
  18. 18. <ul><li>“ Companies that are just writing checks are withholding valuable participation from society.” </li></ul><ul><li>  </li></ul><ul><li>Bob Corcoran </li></ul><ul><li>President of the GE Foundation & Vice President, Corporate Citizenship at GE </li></ul>
  19. 19. CAUSE MARKETING RESONATES WITH MILLENNIALS.
  20. 20. <ul><li>88% would be likely to switch from one brand to another (of similar price and quality) if the other brand is associated with a good cause </li></ul><ul><li>  51% have bought a cause-related product or service in the last year </li></ul><ul><li>31% of corporate respondents with cause programs say leadership’s interest in an issue prompted the company to launch an effort </li></ul>MILLENNIALS, THOSE CURRENTLY BETWEEN THE AGES OF 18 AND 24, ARE THE MOST RECEPTIVE TO CAUSE MARKETING:
  21. 21. <ul><li>45% of millennials are more likely to donate money to the charity </li></ul><ul><li>36% of millennials are more likely to participate in the charity’s programs and events </li></ul><ul><li>32% of millennials are more likely to volunteer </li></ul>AFTER HEARING ABOUT CORPORATE-CHARITABLE PARTNERSHIPS:
  22. 22. EXAMPLES OF CAUSE MARKETING PROGRAMS.
  23. 23.
  24. 24. ABOUT SCHUMACHER CREATIVE: Based in St. Louis, Schumacher Creative is a boutique cause-marketing and public relations agency providing a range of creative marketing services for its clients. We help corporations and foundations craft their giving messages. We also assist non-profits with their strategic messaging and marketing campaigns. <ul><ul><li>Brand marketing </li></ul></ul><ul><ul><li>Media relations </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Internal communications </li></ul></ul><ul><ul><li>External communications </li></ul></ul><ul><ul><li>Strategic social media </li></ul></ul>

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