The document summarizes a workshop on cause marketing and selling. It provides definitions of cause marketing, framing it as a mutually beneficial partnership between non-profits and companies. It emphasizes having "Causersations" rather than sales pitches, focusing on listening to understand a company's goals and finding synergies. The workshop covered developing a proactive outreach plan, knowing why companies partner with causes, and pitching frameworks. It ended with mock pitches and analysis.

1. The Art of Cause Selling
May 28, 2014
Cause Marketing Forum Workshop

2. We’re good scout:
social good
smart, impactful, and
sustainable leaps
greater good.

3. ABOUT US
3
Phil McCarty
CEO, Good Scout Group
@PhilipsMcCarty
Maureen Carlson
President, Good Scout
Group
@Maureen_Carlson

4. 4
THE AGENDA
• Definitions &
Trends
• Outreach Tips
• Mock Pitching
• Q&A

5. ABOUT YOU
5
What Do You Want
To Learn Today?

6. SOME DEFINITIONS
6

7. 1983 1993 2004 2010 2014
EVOLUTION OF CAUSE MARKETING
* Jocelyn Daw

8. KINDS OF CAUSE MARKETING
Transactional
• Product Sales
• Licensed Products
• Purchase Plus
Transitional
• In-store activation
and promotion
• Events and
Extensions
Transformational
• Long-term
• Measured Change
• Fully Integrated
LOWER COMMITMENT HIGH COMMITMENT
* Jocelyn Daw

9. DEFINING CAUSE MARKETING
9
A mutually
beneficial
partnership
between a company
and a nonprofit
organization.

10. HAVING A CAUSERSATION
10
Let’s not look
at it as selling
per say…let’s
have a
Causersation.

11. WHAT IS A CAUSERSATION?
11
The act of reaching out to
have a conversation within a
framework to create a
synergistic relationship
between a company and a
cause that produces real,
tangible and lasting ROI for
the consumer, the company
and the cause.

12. CAUSERSATION: HAVING ONE?
12
—This Must Be A Causersation:
•The conversation is robust, not one-
sided
•You stayed within your framework of
understanding of what you can and
cannot deliver, while still engaging in
a customized conversation
•There was brainstorming
•You know as you are leaving whether
to fish or cut bait
•If fishing…you have a perfect idea
how to follow up to get to a yes
10 Tips To Tell You Are Having A Causersation or Not
— Or Not:
•You are talking incessantly about
your cause or organization
•You have no idea what the
company’s goals are in an alliance
•You stuck to a script
•When the corporation told you
what they were looking for, you had
no idea how to engage
•You leave the meeting with no
idea what to put on paper as ideas
for follow up because you didn’t
really “hear” anything

13. GET PROACTIVE
13
• Build a business plan
• If outreach is an afterthought
to you and your team, then it
will never be more than an
afterthought to the
companies you pitch.
• Build proactive strategies
and goals that are integrated
with marketing, development
and others
• Make it a priority for at least
one FTE
Making Outreach Proactive…

14. KNOW THE WHY
14
Why They Align…
 Increasing brand loyalty
 Brand differentiation
 Changing/strengthening
brand image
 Creating company or
product awareness and
visibility
 Driving retail traffic or sales

15. KNOW THE WHY
15

16. PITCH FRAMEWORK
16
Talking
outside the
lines
Levels,
packages and
assets

17. 17
And MORE…
 What is your
system
 Who handles
 Newsletters
 Collateral
 Media
 Advertising
 On-site
 Web
 Spreadsheets
 Timelines
 Weekly meetings
Research Fulfillment Stewardship

18. 18
PITCH PROCESS…
PhoneCall
- Introduce the
concept
- Tee up the value
to the brand
(tangible and
intangible)
- No discussion
about money
- Push to get an
in- person
meeting
In-PersonMeeting
- Emotional lead
in centering on
the cause &
your solution
- Deeper
discussion about
value and assets
- Listen, listen,
listen and listen.
- Tee up next
steps
TheHardSell
- Fish or cut bait
- The specific
pitch with value
and ideas
defined based
on your listening
at previous
meetings
- Discuss money
- Finalize the deal

19. TIPS FOR BETTER OUTREACH
19

20. Do & Don’t
20
Do: Lead with emotion of the cause.
Using effective language, copy and/or
video set the stage for the impact of
your organization and with their core
demographic.
Don’t: Go on for hours and hours or pages
and pages about all the detail of how
and why you are a worthy, impactful
organization.

21. Do & Don’t
21
Do: Describe your campaign using
impactful words and powerful
analogies that make the campaign
appear highly attractive.
Don’t: Talk about the campaign with
vanilla, stagnant inflection in your
voice or with zero power in your
presence.

22. Do & Don’t
22
Do: Banish any unsure words from your
vocabulary. No comments that
suggest we are not sure of anything
yet, instead we are always "working
on" or "finalizing".
Don’t: Use language that is "maybe", "for
now", or "not sure yet".

23. Do & Don’t
23
Do: Be honest when asked, but we do
not need to volunteer information that
could be a negative.
Don’t: Proactively tell these companies that
aided and unaided brand awareness
is low or that organizational
experience with cause marketing is
new.

24. Do & Don’t
24
Do: Discuss in marketing terms and
tangible ROI the value of their
brand aligning with this campaign.
What do they get out of it
specifically.
Don’t: Talk only in terms of the intangible
value.

25. Do & Don’t
25
Do: Discuss the intangible value of their
brand in terms of metrics, case
studies and proven campaigns in the
marketplace.
Don’t: Forget that your brand has value and
worth and that this company will be
using that to their benefit.

26. Do & Don’t
26
Do: Discuss the intangible value of their
brand in terms of metrics, case
studies and proven campaigns in the
marketplace.
Don’t: Forget that your brand has value and
worth and that this company will be
using that to their benefit.

27. 27
Do & Don’t
Do: Listen. Most people will tell you
everything you need to know if your
really listen.
Don’t: Talk incessantly and focus more on
what you are going to say next than
what they are saying right now.

28. 28
Do & Don’t
Do: Know when to cut bait and move on.
Resources are tight and you cannot
waste too much time in a “circle of
meetings”.
Don’t: Try to make lemonade out of a lemon.
Sometimes the “sale” just is not going
to happen so positively disengage
and keep an open “fishing” line for the
future.

29. 29
THE DECK
Don’t let building the
deck keep your
frozen.

30. 30
DATA BUSINESS
What am I
worth?
What kind
of ROI can I
expect??
BRAND INTEREST
MEDIA INTEREST
causeRATE helps you:
Define
minimum
threshold
requirements
Determine
the worth of
your program
or event
Enter Corporate
negotiations
with absolute
confidence
A 15-point assessment
of your organization’s
brand strength
Formulaic valuation of
paid, owned, shared and
earned media assets
What does causeRATE measure?
1 2
$
3
INDUSTRY
STANDARDS
GOOD SCOUT
INSIGHTS
causeRATE
VALUATION
ADVOCATE INTEREST
Measurement of
constituent scope and
psychographics
insights@goodscoutgroup.comRESEARCH & INSIGHTS

31. 31
DATA BUSINESS
Do you know enough
about your constituents
to communicate their
tendencies to your
corporate partners?
FRIENDS
INTERESTS
BRANDS
G A T H E R
C U S T O M
DATA
insights@goodscoutgroup.comRESEARCH & INSIGHTS
300Million
social profiles
Move beyond general
demographics and get
into the minds of your
supporters!
NPODonor
email database
or
Do you know if 90% of your
donors purchase a Pepsi on
average 2 times a week?
Good Scout Expertise
Helps You:
Get noticed with corporate
partners
Differentiate your
organization
Get to the corporate “yes”!

32. 32
DATA BUSINESS
Register Fatigue Study (Initial
Findings)
•70% of women respondents dislike
being asked to give to charity at
register.
•When they are asked, they prefer
that the request comes from the
cashier in the form of a dollar added
onto their bill.
@GoodScoutGroup
#GoodScoutCheckout

33. 33
MOST IMPORTANTLY
Your audience will only
ever be as excited about
your events, your cause
or your organization as
you are.

34. MOCK PITCHING
34

35. 35

36. 36

37. PITCH ANALYSIS
37

38. 38
THE PANEL

39. 39
Philips McCarty
CEO
philips@goodscoutgroup.com
115 W. 45th Street, Suite 305
New York, NY 10036
212.392.4706
www.goodscoutgroup.com
@GoodScoutGroup
Maureen Carlson
President
maureen@goodscoutgroup.com
NEXT STEPS