The document provides tips for activating communities around causes by establishing a finite goal, tying individual actions to impact, and linking the community's efforts to making a difference. It outlines five steps for cause activation: 1) activate with a brand, 2) align with your passion, 3) do research, 4) pitch the idea highlighting value, and 5) collaborate to bring the program to life. Examples are given of successful cause marketing campaigns including those done by the Susan G. Komen Foundation and Petco.

1. Helping pets in need while
activating Community
Director of Social Media, Kat Smith

2. Cause Marketing: the biz case
• 47% of consumers have bought a brand at least
monthly that supports a cause, representing a 47%
increase from 2010
• 39 percent increase in “would recommend” cause-
related brands
• 34 percent increase in “would promote” cause-related
brands
• 9 percent increase in “would switch” brands if a
similar brand supported a good cause
http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm

3. Why you’re influence is
critical…
• 61% of U.S. online consumers have made a
purchase based on recommendations from a
blog.
• 77% of Internet users read blogs.
• Consumers who research across online,
offline, & mobile spend 18-36% more than
those who don't.
2011 Cone/Echo Global CR Study

4. Who has cause with
community activation down?
Susan G. Komen Foundation

5. How cause activates a community
Inspires people to take action
1. A finite goal is established
2. That goal is tied with action for people to
take
3. Their individual action is linked to an impact
they can share with their community
4. That impact is linked to making a difference
5. The community rallies: difference made

6. Step 1: Activate with a brand
Identify programs, missions and philosophies
Did you know Petco’s Think Adoption First…
• Discounts and rewards people who adopt?
• Supports rescues in-store and in communities?
• Holds National Adoption Weekends each month?

7. Think Adoption First

8. Step 2: Align with your passion
Communities respond to authenticity
Know:
 What cause gets you going?
 Who the key players are involved in that
cause?
 What will make a difference for that cause?

9. Case Study: Train to Adopt
• Petfinder piloted Train to Adopt program with
the Animal Rescue Site
• Tremendous success: 98% adoptability
improvement
• Brought findings and value prop to Petco
• 7 stores now piloting it
• More than 1,000 dogs will receive training
from the shelters selected in 2012

10. Step 3: Do the research
Brands & Non-Profits respond to metrics
Know:
How can the cause be impactful for them?
Think in terms of numbers – views, clicks…
Think in terms of content – stories, video…
Think in terms of the community members –
influencers, advocates…
What is the cost for them to participate?

11. Step 4: Pitch it!
Highlight the value- add
Know:
• How it aligns with their brand or mission
• What kind of results they can expect
• What the benefit of involvement is
• What their cost and contribution needs to be

12. Step 5: Collaborate!
Bringing the program to life
You have identified:
• The goal
• The call-to-action
• The partnership tactics and timing
• The benefit for your community
• Making a difference with real-time communication

13. Service Dog Awareness

14. Shameless Self Promotion
Crazy About Pets!
Looking for influencers!
#DearPetco activating for cause and fun
National Adoption Weekend and
Woof Wednesday with Natural Balance
Breeds in Need, Food Drive and Tree of Hope
for the Petco Foundation!