This document outlines Brian Hawkins' step-by-step approach to building successful cause marketing partnerships. It discusses determining organizational needs and goals, researching potential partner matches, developing proposals, implementing programs, and measuring outcomes. The key steps include establishing goals, assessing assets, defining target audiences, securing media partners, presenting proposals, establishing metrics, ongoing marketing and outreach, tracking results, and creating a program summary. Maintaining open communication and involvement between partners is emphasized throughout the process.

1. Cause Marketing & Corporate Partnership PRESENTED BY: BRIAN HAWKINSCATALYSTCause MarketingCauseMarketing@me.comFriday, June 3, 2011

2. Beginning to BeginningStep by Step Approach to Building a Cause Marketing Partnership Determine Your Organizational Needs -- Awareness & $$$Establish Your Goals – What do You Hope to Achieve Take Stock of Your Assets – Outreach, Internal & External Define Your Publics – Who You Reach & ServeResearch & Target Partner Matches – Medias, CompaniesResearch & Contact Decision Makers – Their Goals?Develop & Present Proposal to Decision MakersSecure a Yes! Now the Real Work Begins!

3. Speaking from ExperienceCause Marketing Agency Work Since 1993Cause Marketing Professor at UCSD Since 2003

4. Determine Awareness & Fundraising NeedsWho do you need to reach? Who do you want to serve? What are your shortcomings? What do you excel at and want to share?How can a partnership help?

5. Establish Your Goals – What do You Hope to AchieveClearly define your mission and visionWho will be better off should your program proceed?How will those directly served benefit?How will the community also benefit?Determine realistic milestones

6. Take Stock of Your Assets – Outreach, Internal & ExternalWhom you serve Methods of outreachAudiences you reach Touch points such as mail, email, direct interactionImpacts and outcomes

7. Define Your Publics – Who You Reach & ServeDirectly Impacted… Demographic – RecipientsMapping – Service areaIndirectly Impacted… Community at large Supporters

8. Research & Target Partner Matches – Medias, CompaniesSearch for media and companies with common targetsShared mission and vision Target medias and companies with related businessMatch employee profile with your work Compare messages and see if they are synchronous

9. Secure Media Partners!Begin with an open dialogue Present your goals and the benefits that you offerCompare target consumers and companiesBrainstorm ways to blend mission and messagesConsider benefits including spokespersons and contentCreate a synchronous message and overall themeBuild a collaborative package of benefits Compare who and how to contact and present to corp.

10. Research & Make Contact with Decision Makers – Their Goals?Marketing Media Community Relations Human Resources Advertising & Public Relations AgenciesShare Holders

11. Develop & Present Proposal to Decision MakersIntroduction – The Organization Concept Description – The Big Idea Communities Served – Who Benefits Partner Roles & Responsibilities – Who Does WhatPartner Benefits – List for All Partners Media & Promotion – Getting the Word OutOutcomes – Desired End Results & Metrics

12. Now the Real Work Begins!Ramping Up for Partnership ImplementationEstablish Metrics – Valuation (See AMA Valuation Study)Program Planning and Development Marketing and Media Outreach and Program Follow-ThroughOngoing Measure of Success and Fulfillment Track Media, Consumer and Press CoverageArchive All Program Outcomes and Community ImpactsCreate a Program Completion Synopsis

13. Ramping Up for Partnership ImplementationTeam on deck – program, fulfillment, marketingActionable plan – roles, responsibilities and timelineCreate a communications protocol with partners Keep data and information flowing Engage key team members as new opportunities arise

14. Establish Metrics Measureable outcomes established to include:Partner goals – non-profit, media and corporateCommunities served – demographics includedServices or output from the program – what is deliveredAwareness – marketing, media and PR coverageGauge feedback using direct contact and social medias

15. Program Planning & Development Involve key partners in program implementationIncorporate key constituents served in developmentEstablish team reporting on progressOrganically grow, the best programs evolveMaintain ongoing and regular reporting

16. Marketing & Media Begin with medias controlled by each partner:Non-profit internal communications – donors and supportNon-profit external communications – recipientsNon-profit contact – email, newsletters, websiteNon-profit medias – traditional and social medias Media partner(s) – packaged media and PR effortsCorporate partner(s) – customer interaction, POS, POACorporate partner(s) – product and service engagement

17. Outreach & Program Follow-ThroughMaximize services, awareness and outcomes Involve partners (media and companies) employeesGauge feedback from recipients and partners alikeEngage partners in delivering and promoting successIncorporate feedback in evolving program change

18. Ongoing Measure of Success & Fulfillment Gauge and chronicle feedback through:Recipient partner communications Website feedbackEmails and lettersTraditional media coverage Social media postings, tweets, (chatter)

19. Track Media, Consumer & Press CoverageEnlist the assist of media and corporate partnersUse campaign name searches onlineUse ‘clipping’ services for traditional and new mediasChronicle and share the good and bad (no rug sweeps)Work with medias, ask them to send you coverageIncorporate and promote coverage via social medias

20. Archive All Program Outcomes & Community ImpactsKeep track and archive all outcomesRecord particularly notable successesShare triumphs as well as challenges with partnersChronicle challenges and associated changes madeKeep your numbers maintained and consistent

21. Create a Program Completion Synopsis Invest time in creating a thorough review Present in a complete, concise and visual presentationMatch outcomes with goals and promisesInclude screen shots and links to community and mediaCreate a positive momentum for next year and beyond!