The document discusses strategies for companies to better support causes important to Millennials and gain their loyalty. It notes that Millennials care deeply about social and environmental issues and consider a company's corporate social responsibility before making purchases. The document proposes a new type of cause marketing called LOYOL that would allow customers to directly donate a portion of their purchase amount to a cause of their choice. LOYOL presents itself as a trusted intermediary that facilitates donations from customers to non-profits in order to better meet Millennials' expectations of cause marketing campaigns.

1. Support Millennials Causes
and make the difference

2. 1977-2000
The Millennials are born in

3. 25%population

4. 22%Consumer
discretionary
purchases

5. 50%Labor force

6. They are worried about the
state of the world and feel
personally responsible to
make a difference.

7. New attitudes
Millennials are

8. They support causes and
are starting to demand that
others, especially
companies, do their part.

9. They consider Corporate
Social Responsibility (CSR)
before deciding what to buy
or where to shop.

10. They need to learn about
and/or see an immediate
benefit from their actions to
feel that they are making a
difference.

11. They would be more willing
to make a purchase from a
company if their purchase
supports a cause … even if
it means paying a little bit
more

12. Millennials are most responsive
to sustainability actions

13. Now that Millennials
have sufficient
economic power &
cultural influence,
have you begun to
shift your
messaging?

14. Cause Related
Marketing (CRM)
Commercial activity by which businesses
and charities (or causes) form a
partnership for mutual benefit. Millennials
have grown with CRM campaigns.

15. But CRM campaigns does not
fully match with millennials
expectations

16. 1. They never choose the
cause
2. They have no feedback on
the use of funds.
3. CRM remains a privilege of
large organizations, and
forget the local issues.

17. I want
to give
where I live
44% said “national”
38% said “local”
while only 18% indicated “global”
“A Canadian View on Cause Marketing” a study by Ipsos Reid in 2014

18. Millennials, although
receptive to the
concept of cause
marketing, are still
skeptical about the
motives of the
companies involved

19. Meet Millennials on
and make the difference

20. is a vision
If you give
your customer
the opportunity to
chose his causes
when you call on his generosity
you win his loyalty, market share, reputation … and more

21. change the rule
Non profitsPeople
Business Non profits
From a CRM where
Business is the donor
To a CRM where
People are the donors
People
Business

22. is value centric
Marketing 1.0 Marketing 2.0 Marketing 3.0
Product Consumer Value
Sell product
to the masses
Satisfy customers
& brand loyalty
Meet emotional &
rational needs

23. is a promise
Wherever you buy a product referenced on LOYOL, a
donation is immediately completed to your NGO…
… and in your name

24. is a conversion
We convert rebates into donations
And all donations comply with local tax deduction
Customer pay the price
and give to his cause
Customer pay the
price with a rebate
LoyolCoupon & Promo code

25. is mobile
You deliver a seamless
experience to your customers
See Buy Give
Brand efforts As usual Your causes

26. is a network
You are connected in real time with your qualified and
engaged customers. If they like your social involvement,
they will share it with their tribes.

27. How
does it
work?

28. A trusted intermediary
between business, consumer, vendor & non-profit

29. A trusted intermediary
Every registered brand
dynamically manages its
portfolio of products &
services triggering a donation
on each notified purchase

30. A trusted intermediary
Participating vendors
retailers are commissioned
to upload all proofs of
purchase relative to
products registered on loyol

31. A trusted intermediary
Every uploaded proof is controlled by LOYOL
before being converted into donation and credited
to the NGO account selected by the client and
identified by his email address or his loyalty card

32. A trusted intermediary
Every registered Non profit accesses its outstanding
account and get credit on each end of quarter.
All free of charges

33. A trusted intermediary
Every consumer accesses his dashboard of donations,
and his inbox of personalized messages sent by his
brands and his NGOs to continue the relationship.

34. Your benefits
Boosted image CSR
Increased market share
Improved customer’s loyalty
Higher ROI
Connection with consumers with better knowledge
Marketing tool for flexible campaigns
Opportunity for new strategies

35. Customer benefits
More meaningful in purchase
On-line and in-store
An act for a better world, for global and local causes
An opportunity for tax reduction

36. Non profit benefits
Increase raised funds
Access to new donors (Millennials generation)
Continuous relationship
Communication on use of funds
Costs killer
Efficient response to the decrease of public dotation

37. The “big” challenge
The net value of all coupons issued in France is worth
more than €3.000.000.000 (1)
How many rebates could you switch into donations?
(1) High-co data estimation 2014 : 3,2b coupons with an average value 0,9€

38. Pricing (1)
Management
fee
120€/day for each
registered product
Incentive
fee
6% donation
Commission
fee (2)
Each uploaded proof
of purchase
(1) No entry fee until September 2015 (2) Agreement between producers & retailers

39. Competitive
advantages

40. Just the universal barcode: immediately operational everywhere
No package

41. New strategies driven in real time everywhere
Flexible

42. Rules may vary from one retailer to another
with or without exclusive agreement
Agile
The Big Shops Smart Stores

43. Knowledge of donor’s profile and history with the product regardless of the
vendor. Ideal to reward differently customers and prospects
High memory

44. Privacy first. Custom content with no access to personal data
Respectful

45. Make a donation and receive a coupon, an invitation, a special offer
Never ungrateful

46. No paper, no smartphone, no additional process, no wasted time
Time is money

47. No device, no connection, no standard
Strong

48. Good products have always their advocates
Social

49. Secured
No code, no copy, no fraud

50. No more forgotten coupon at home or not loaded to loyalty card
Stress less

51. No cash-flow, no account number, no financial risk
Risk free

52. All forms of purchase, all kinds of shopper
(not restricted to millennials)
Off-line & On-line