These are the slides from my Cause Marketing talk at the 2008 Echoing Green All Fellows Conference.

1. Echoing Green 2008
Retail Cause-Related
Marketing
Partnerships

2. Cause-related Marketing is the
process of appealing to
customers and encouraging
loyalty by behaving as quot;good
corporate citizensquot;.

3. 89% of Millennials would
switch brands to support a
good cause (if the product and
price are more or less the
same)
http://www.csrwire.com/PressRelease.php?id=6641

4. Direct Sponsorship is the
least desirable kind of
partnership to a b2c company.

5. Co-Branding allows
consumers to associate a
product or company directly
with an issue or cause.

6. Susan G. Komen

7. What kind of service can you
provide to a partner?

8. Can you do it at no cost to the
partner, orf even at an
immediate profit?

9. Start small and local.

10. Understand the corporate
culture.

11. Understand the way people
think

13. University Book
Store Price:
$60

14. University Book
Store Price:
$60
Megastore
Price:
$20

15. University Book
Store Price:
$970
Megastore
Price:
$930

16. Ask for something that sounds
small

17. It's how you ask.

18. The Pros from Dover.

19. You do this sort of thing all the
time.

20. Be prepared to compromise.
Engagement is a necessary
precondition for Advocacy.