This document summarizes a presentation on building cause marketing alliances through branding. It discusses key concepts like branding, developing strategic nonprofit partnerships, and a case study of the International Fund for Animal Welfare's (IFAW) Animal Action educational program. The presentation provides an overview of branding, cause marketing, and steps for developing successful nonprofit partnerships, like establishing criteria for evaluating potential corporate partners and ensuring mutual benefit.

1. presenting level champion level patron level

2. How to Build Cause Marketing
Alliances through Branding
Stacie Madden, SEM Associates
Nancy Barr, International Fund for Animal
Welfare
presenting level champion level patron level

3. Stacie Madden
SEM Associates
 Experience in nonprofit, healthcare
and consumer products
 Former director of marketing and
corporate giving for IFAW
 Communications and community
outreach for EMD Serono
 Brand building roles at Reebok,
Dunkin’ Donuts and HealthBridge
 MBA from Babson College

4. Nancy Barr
International Fund for Animal Welfare
 Joined IFAW in 2006, currently
Senior Manager, Educational
Marketing
 18 years experience in nonprofit
marketing and international
communications
 Previous positions with the United
Nations, World Vision, CBS News and
Time Magazine
 MA, International Relations: USC
BA: Williams College

5. Agenda
 What is branding?
 Key messages and positioning
 What is cause marketing?
 Developing strategic partnerships
 Case study: IFAW
 Q&A

6. What is branding?
 Noun
 kind, grade, or make, as indicated by a stamp,
trademark, or the like: the best brand of coffee
 a mark made by burning or otherwise, to indicate kind,
grade, make, ownership, etc.
 a mark formerly put upon criminals with a hot iron
 a kind or variety of something distinguished by some
distinctive characteristic: The movie was filled with
slapstick—a brand of humor he did not find funny
 Verb (used with object)
 to label or mark with or as if with a brand
 to mark with disgrace or infamy; stigmatize
 to impress indelibly: The plane crash was branded
on her mind
 to give a brand name to: branded merchandise
 to promote as a brand name
Source: Dictionary.com

7. What does branding really mean?
 Brands are the promises you make
 Brands are the experience you
deliver
 Your brand is not your logo
 It’s not how you look, what you say or
even what you do
 Your brand is what people believe
you stand for

8. What does branding really mean?
 Starbucks sells coffee
 It stands for daily inspiration
 Apple sells computers
 It stands for thinking differently
 Disney sells animated and
amusement park family
entertainment
 It stands for making dreams come true
Source: Chiaravalle & Schenck

9. Top ten global brands
Source: Business Week
The 100 top brands

10. What does branding really mean?
• Branding is the process of developing beliefs
and perceptions that are accurate and in
alignment with what you want your brand to be
1. You establish your brand by building trust for
your promise about what unique and meaningful
benefits you deliver
2. You build your brand by living up to that
promise every time people come into contact
with you
3. You strengthen your brand by constantly
reinforcing your brand promise

11. Top 10 nonprofit brands
Brand value
Based on five years of consolidated financial data Source: Cone
and a consumer perception survey The Cone Nonprofit Power Brand 100

12. Top nonprofit brands
Brand image
Familiarity and personal relevance,
media coverage, percent of revenue
Source: Cone
from direct public support The Cone Nonprofit Power Brand 100

13. Branding for nonprofits
 Donors give your organization funds
primarily because they support your
mission
 Critical aspects of your
communications strategy
 Communicating in one voice
 Developing key messages on why it’s
important to support your institution

14. Brand identity components
Color
Name
Shape
Picture
Icon Navigation
Language Sound
Tradition Ritual
Behavior Service

15. Key messages and positioning
• Focus on your core mission
• Make your message strong and relate it
back to your true mission
• Deliver crisp communication
• First impression - make it easy to
understand who you are and what you
do
• Tell a story
• Drive your message into a story to
make an emotional connection

16. Key messages and positioning
• Find your unique voice
• Messages from individuals and your
CEO drives the response higher than a
faceless organization
• Listen and be specific
• Ask and invite supporters and donors
to give their opinion on what your
organization is doing
• Be thankful
• Acknowledge contributions to your
cause

17. NPO key messages

18. NPO key messages

19. NPO key messages

20. What is cause marketing?
 Strategic positioning and marketing
tool that links a company or brand
to a relevant social cause or issue
for mutual benefit
 Successful cause marketing
alliances requires comprehensive
and integrated elements to achieve
desired objectives
 Partnership is profitable for both

21. Cause marketing background
 Cause-related marketing was first used
by American Express in 1983 to describe
its campaign to raise money for the
restoration of the Statue of Liberty
 American Express made a one-cent donation
to the Statue of Liberty every time someone
used its charge card
 The practice has evolved to include a
wide range of activities
 Simple agreements to donate a percentage of
the purchase price for a particular item or
items to a charity for a specific project
 To longer, more complex arrangements

22. Three cause marketing categories
 Transactional
 Company makes a contribution to a
designated cause based on consumer
activity
 Buying a specific product, redeeming a
coupon, registering at a website or shopping
at a particular retail chain
 Message Promotion
 Joint campaigns that raise awareness of a
cause’s message - fight skin cancer
 Participation in programs while building a
positive association with the corporate
sponsor or its brands - join us in a coastal
cleanup

23. Three cause marketing categories
 Licensing
 The nonprofit allows its information or
knowledge to be used for a fee or an
agreement in which a nonprofit's name is
attached to a product
 A nonprofit licenses a company to develop,
produce, market and/or distribute a mission-
related product that is promoted either with
the organization's brand name or co-branded
with both the company's and nonprofit's
names
 Most cause marketing programs combine
two or three of these tactics

24. Why cause marketing?
 Secures resources other development
activities cannot
 Enhances reputation
 Success is based on creating and
delivering quid pro quo opportunities
 Generates revenue
 Creates momentum, builds a movement
 Broadens mission and reach
 Increases mindshare and emotional relevance
among consumers
 Gains new constituents

25. Cause marketing market size
 Companies in North America are
projected to spend $1.55 billion on
cause partnerships in 2009, +2.2%
from 2008
 Popular with corporate marketers due
to their ability to support worthwhile
organizations while driving sales
 Consumers expect corporations to
increase their support of causes in
this economy
Source: IEG, LLC

26. Create brand awareness by developing
strategic partnerships

27. Strategic partnerships

28. Strategic partnerships

29. Strategic partnerships

30. Strategic partnerships

31. Strategic partnerships

32. Building cause marketing alliances
 Develop the structure. To create a corporate
alliance, you need a strategy and the staffing
structure to back it
 You can't decide to create a corporate alliance plan
without the muscle behind it
 Have a policy. The organization should outline
what it would be willing to do with corporate cause
marketing
 Implementing policies can help guide cause marketing
talks and create boundaries
 Show the strength. Companies may not have the
marketing dollars they once had, but the positive
news is that consumers are pro-cause
 A connection with a good cause helps move a
company's product as well as boost corporate social
responsibility

33. Building cause marketing alliances
 Learn from others. Take a look at other cause
marketing that you admire
 See why it works for the organization and the
company and analyze how you can translate that
success for your own organization
 Don’t let the company take over. Cause
marketing is about mutually-beneficial relationships.
That means your organization should have a reason
for getting into the relationship
 Don’t hand over your brand and hope for the best.
That’s the fastest way to lose those most loyal to your
organization.
Source: AFP NY

34. Case study:
IFAW’s Animal Action Program
 For IFAW: Integrates branding into educational
and marketing programs to raise awareness, lists
and donations
 For cause marketing partners: High-quality
educational materials, integrated web site,
celebrity involvement and special events provide
“value-add” benefit to offer existing and new
cause marketing partners
 Achieves the cause marketing goal of mutual
benefit: Raises brand-awareness of both IFAW
and partner; Raises funds for IFAW and creates
marketing opportunities and CSR of partner

35. Animal Action Education
 What: Education and
outreach program
 Reach: more than
4,000,000 people in 16
countries
 Scope: New theme
launched each fall
(pegged to World
Animal Day, Oct. 4)
 Goal: Engage and
empower people,
especially youth, to
take positive action on
behalf of animals and
the environment

36. Animal Action Education
• Program focuses on a
different animal welfare
and conservation
theme each year
• Established and
developed over past
five years primarily
through Foundation
support
 IFAW’s only ongoing
institutional outreach
program in the United
States.

37. Challenge: Build CM-worthy program
• Develop Animal Action program to achieve
IFAW goals while creating value and benefits for
corporate partner
• Achieve this by building program:
 PR: Opportunities for celebrity involvement;
Special events
 Reach: expand publishing, media, institutional
& community partnerships
 Audience: Include broader age range of youth
participation, engage parents, expand quality of
educator engagement
 Feedback mechanisms for measuring ROI

38. Celebrity Involvement
Leonardo DiCaprio,
honorary board member,
became the celebrity face
and voice of Animal
Action program
 Creates PR opportunities
 Expands branding and
builds IFAW supporter
base - outreach to Di
Caprio fan base via email
and social networks
 Enhances ability to
attract funding and
marketing partners,
including corporations

40. National Educational Partner
Scholastic:
o Vendor & Partner: Content
development, printing, and
distribution plus co-branding
& co-marketing
o Expanded reach from 10,000
educators to 80,000
educators nationwide each
year (with no increase in
budget).
o Develop and manage
feedback mechanisms for
measuring ROI – surveys,
contests

41. Build Media Partnerships
Channel One Connection is the
leading provider of news and
educational programs to America's
secondary schools. Their award-
winning daily program is delivered
by satellite directly to more than
8,000 public, private and parochial
schools across the U.S., reaching
more than 6 million students.

42. Institutional & NPO partners
A program of the Jane Goodall Institute

43. Institutions & NGO partners
Museum Partnership: NGO Partnership:
Special Exhibit Special Contest

44. Bridge from teachers to parents

45. Testing the waters: Corporate Partner
 Tropical Seas & Itzazu
color-changing hand
soaps for kids.
 Benefits to IFAW:
Branding and fund-
raising
 Shared Values: Animal-
themed, environmentally
friendly and animal-kind
products and packaging
 Audience alignment:
Educators (classroom-
sized products), Kids and
Parents

46. Co-branding: Tropical Seas

48. What’s the Cause Marketing recipe?
o Remember: Mission and values - establish
criteria for evaluating potential partners
o Go for: Mutual Benefit – focus not only on
what partnerships can bring you, but what
you can deliver to them
o Measure: ROI in terms of both income and
marketing/branding
o Consider: Cause marketing alliances require
significant time, effort and often upfront
costs to be successful

49. Questions

50. Contact Information
 Stacie Madden
 staciemadden@yahoo.com
 617-750-1981
 Nancy Barr
 nbarr@ifaw.org
 508-744-2069