Fall11 Day 8 - Cause Marketing
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This document summarizes key topics from a course on cause marketing and social change. It discusses definitions of cause marketing, statistics on consumer preferences and spending related to causes, examples of successful cause marketing partnerships between non-profits and for-profit brands like Nike/Livestrong and TOMS Shoes, and strategies used by charities like Charity:Water and Operation Christmas Child to engage supporters through digital campaigns and user-generated content. It also briefly touches on the risks of greenwashing and resources for evaluating cause marketing campaigns.
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Fall11 Day 8 - Cause Marketing
- 1. Cause Marketing & Social Change Changing The Conversation 10.25.11 - Fall 2011 Instructor: Andrew Hoffman Monday, November 7, 2011
- 2. Cause Marketing - Definition Type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. http://en.wikipedia.org/wiki/Cause_marketing Monday, November 7, 2011
- 3. Cause Marketing Impact IEG predicts corporate cause sponsorship to reach $1.7 billion in 2011. Monday, November 7, 2011
- 4. Cause Marketing Impact IEG predicts corporate cause sponsorship to reach $1.7 billion in 2011. Monday, November 7, 2011
- 5. Cause Marketing Impact 93% of consumers want to know what companies are doing to make the world a better 91% also want to be heard by companies. 2011 Cone/Echo Global CR Study Monday, November 7, 2011
- 6. Millennials vs Non-Millennials Millennials, more than Non-Millennials, prefer active engagement in cause campaigns Volunteering 31% vs 26% Cause Support Purchasing 37% vs 30% Encourage Other to Support Causes 30% vs 22% Participate in Fundraising Events 27% vs 16% 37% of Millennials report being drawn to products co-branding with cause campaigns where their purchase is a form of support, such as Tom's Shoes One for One Campaign. American Millennials: Deciphering the Enigma Generation, a report from Barkley based on research conducted as part of a joint partnership with Service Management Group, The Boston Consulting Group and Barkley Monday, November 7, 2011
- 7. Nike & Livestrong 22% of Annual Revenue Comes from Merchandise Sales. Monday, November 7, 2011
- 8. Livestrong Chalkbot Monday, November 7, 2011
- 9. Holstee - Falling Whistles Collab Monday, November 7, 2011
- 10. Holstee - Falling Whistles Collab Monday, November 7, 2011
- 11. Holstee - Falling Whistles Collab Holstee.com FallingWhistles.com Monday, November 7, 2011
- 12. Otterbox - Iphone Case 10% of the purchase goes to the Avon Breast Cancer Crusade. Monday, November 7, 2011
- 13. Susan G Komen For The Cure Monday, November 7, 2011
- 14. Susan G Komen For The Cure Monday, November 7, 2011
- 15. Susan G Komen For The Cure Monday, November 7, 2011
- 16. Susan G Komen For The Cure Monday, November 7, 2011
- 17. Charity: Water Monday, November 7, 2011
- 18. Charity: Water-September Campaign Monday, November 7, 2011
- 20. MyCharityWater.org -Project Monday, November 7, 2011
- 21. Charity: Water - Blogging Monday, November 7, 2011
- 22. Charity: Water - WaterForward.org Monday, November 7, 2011
- 23. Charity: Water - WaterForward.org Monday, November 7, 2011
- 24. Charity: Water - Thank You Videos Monday, November 7, 2011
- 25. Toms Shoes Monday, November 7, 2011
- 26. Toms Shoes Monday, November 7, 2011
- 27. Toms Shoes Monday, November 7, 2011
- 28. Warby Parker Monday, November 7, 2011
- 29. Sevenly.org Monday, November 7, 2011
- 30. Samaritan’s Purse Operation Christmas Child Monday, November 7, 2011
- 31. Samaritan’s Purse Operation Christmas Child Monday, November 7, 2011
- 32. Samaritan’s Purse Online Gift Catalog Monday, November 7, 2011
- 33. GreenWashing a form of spin in which green PR or green marketing is deceptively used to promote the perception that a company's policies or products are environmentally friendly. Monday, November 7, 2011
- 34. GreenWashing Monday, November 7, 2011
- 35. GreenWashing Monday, November 7, 2011
- 36. GreenWashingIndex.com You can post, review, and vote on the legitimacy of various ads. Monday, November 7, 2011
- 37. TreeHugger.com Monday, November 7, 2011
- 38. assignments Blog I need your paper ideas emailed to me by Monday, Nov 7th You should have a meeting scheduled with your client for group project Monday, November 7, 2011