Downloaded 43 times
![Important Lesson from Menchie’s: Think About Your Partner
From Joe Waters’ blog:
Menchie's pinup program is packed
with heart, but [CEO Amit] Kleinberger
used his head when he chose MDA.
Menchie's senior management team
didn't have a personal connection with
muscular dystrophy. No one had a
stricken daughter or son, or an ailing spouse or parent with Lou Gehrig's
A partnership between
Disease -- perhaps the most well known form of muscular dystrophy.
a for-profit and
With no clear choice, Kleinberger treated the process
like a hiring and interviewed three charities.
a non-profit
for mutual benefit
"MDA was very professional," he said. "They understood our business
and what we were trying to accomplish. After meeting with them, we all
believed that MDA had tremendous potential to do good in the world."](https://image.slidesharecdn.com/causemarketingpresentation121212-130104122521-phpapp01/75/Meaningful-and-Uncommon-Cause-Marketing-23-2048.jpg)
Uploaded byMatt Scelza
Meaningful and Uncommon Cause Marketing
This document provides an overview of cause marketing and how nonprofits can benefit from partnerships with for-profit companies. It defines cause marketing as a partnership between a for-profit company and nonprofit where they both receive mutual benefit. The document outlines seven types of cause marketing campaigns and provides examples. It also discusses best practices for cause marketing partnerships and how nonprofits can identify potential partners, research them, conduct initial meetings, and propose partnerships. Throughout, it emphasizes the importance of understanding what value each partner can provide the other.
More Related Content
Similar to Meaningful and Uncommon Cause Marketing
Meaningful and Uncommon Cause Marketing
- 1. Meaningful and Uncommon Cause Marketing Presented by Matt Scelza Director, Incite Los Angeles
- 2. Today’s Agenda 1. Cause Marketing 2. Your Nonprofit
- 3. Today’s Question How areyou meaningful and uncommon?
- 4. Definition of CauseMarketing Partnership between a for-profit and a non-profit for mutual benefit
- 5. Definition of CauseMarketing Marketing is about consumer engagement. Causes engage consumers in meaningful and uncommon ways.
- 6. Definition of CauseMarketing 20% of consumers will pay more for a cause-related product. 61% will try a new product because of a cause. 80% of consumers will switch to a brand that supports a cause when price and quality are equal. Source: Cone Evolution Study 2010
- 7. The Price Premiumof Engagement Brands that engage people emotionally can command prices as much as 20 to 200 percent higher than competitors
- 8. The Evidence forCause Marketing Consumer Expect Marketing with Purpose Globally – Eighty-six percent of consumers around the world believe that business needs to place at least equal weight on societal interests as on business interests. 2010 Edelman goodpurpose Marketing Experts Agree - Two-thirds of brands now engage in cause marketing (up from 58% in 2009) and 97% of marketing executives believe it is a valid business strategy. 2010 PRWeek/Barkley PR Cause Survey Communication is Key - 90% of consumers want companies to tell them the ways they are supporting causes. Nearly two-thirds (61%) don’t think companies are giving them enough details about their efforts, including the amounts donated and the length of the promotions. 2010 Cone Cause Evolution Study Hispanics and African Americans Respond to CM - One-third of Hispanic and African American consumers report that they almost always choose brands that support causes they believe in, compared to just one in five Non-Hispanic Whites. Yankelovich MONITOR Multicultural Study 2010
- 9. Not Cause Marketing Donations Grants Sometimes: • Event Sponsorships • Cause-Created Companies
- 10. Cause-Centered Companies A partnership between a for-profit and a non-profit Is it cause marketing if mutual benefit for a company is created specifically to support a nonprofit?
- 11. Early Cause MarketingEfforts 1983 A partnership between a for-profit and Express American for a non-profit Statue of Liberty for mutual benefit
- 12. Cause Marketing GoesMainstream in ’80s and ’90s Who knows who these two women are?
- 13. Cause Marketing DoneWrong A partnership between a for-profit and a non-profit for mutual benefit
- 14. Best Practices forTransparent Cause Marketing From the NY State Attorney General, spurred by some murky ads. 1. Clearly Describe the Cause Marketing Promotion 2. Allow Consumers to Easily Determine Donation Amount 3. Be Transparent About What is Not Apparent 4. Ensure Transparency in Social Media 5. Tell the Public How Much Was Raised Purposefully flexible to accommodate the evolutionary nature of our industry.
- 15. Two thoughts onthe Best Practices Make sure consumers can easily answer the question - “If I take this action, how much will go to charity?” Corporations need to be clear about what they mean when they say “We are a proud sponsor of…”
- 16. Top Cause MarketingIssues The Big 3 1. Education 2. Environment 3.A partnership Health between The Otherfor-profit and a 3 4. Disaster Relief a non-profit 5. Economic Development (Jobs) for mutual benefit 6. Hunger Relief
- 17. Why This Mattersto Nonprofits
- 18. How Nonprofits Benefit Increases revenue, visibility and volunteers Gives you access to new audiences, including the corporation’s employees, suppliers, distributors, and customers
- 19. Seven Types ofCause Marketing Campaigns Action-Triggered When a consumer makes a A partnership between purchase, part of the money made from that a for-profit and purchase goes to the a non-profit nonprofit for mutual benefit Source: SelfishGiving.com
- 20. Action-Triggered Example: Bon-Tonand Goodwill Industries Consumers either donated their used clothes at Bon-Ton stores to benefit Goodwill or donated to Goodwill and A partnership between then registered with BonTon.com. a for-profit and or All donors receive discounts at any of Bon-Ton’s stores online, along with a chance a win $25 and $50 gift cards to non-profit instantly and be entered into the Grand Prize for mutual benefit sweepstakes for a $1,000 Shopping Spree.
- 21. Seven Types ofCause Marketing Campaigns Point of Sale Cashier asks if you want to donate, or a sign displayed at the register encourages a donation
- 22. Point of SaleExample: MDA and Menchie’s A partnership between a for-profit and a non-profit Using a “pin-up” available for $1, for mutual benefit MDA raises revenue and Menchie’s gains wall art that displays community involvement.
- 23. Important Lesson fromMenchie’s: Think About Your Partner From Joe Waters’ blog: Menchie's pinup program is packed with heart, but [CEO Amit] Kleinberger used his head when he chose MDA. Menchie's senior management team didn't have a personal connection with muscular dystrophy. No one had a stricken daughter or son, or an ailing spouse or parent with Lou Gehrig's A partnership between Disease -- perhaps the most well known form of muscular dystrophy. a for-profit and With no clear choice, Kleinberger treated the process like a hiring and interviewed three charities. a non-profit for mutual benefit "MDA was very professional," he said. "They understood our business and what we were trying to accomplish. After meeting with them, we all believed that MDA had tremendous potential to do good in the world."
- 24. Seven Types ofCause Marketing Campaigns Digital Use websites, social media sites, and cell phones to collect donations or help increase the visibility of the cause
- 25. Digital Example :charity: water Rubicon Property, a real estate brokerage firm, hosted a cause marketing campaign called “Get Dirty” in celebration of World Water Day on March 22nd. Rubicon asked participants to take a picture of dirty water in a glass or bottle and share it via social A partnership between media in exchange for a $1 a for-profit and donation to charity: water up to a maximum of $5,000. All images a non-profit appeared on the firm’s ‘Get Dirty’ Pinterest Board. for mutual benefit
- 26. Seven Types ofCause Marketing Campaigns Message Focused Use business resources to share a specific cause-focused message rather than collecting donations
- 27. Message Focused Example:Liberty Mutual To encourage families to have conversations about A partnership between driving for seniors, Liberty Mutual partnered with a for-profit and iTNAmerica to create the National Conversation a non-profit Drive, which included opportunities for people to drive while wearing the Senior Simulator Suit. for mutual benefit
- 28. Seven Types ofCause Marketing Campaigns Licensing Company pays a fee to use the nonprofit’s brand on its’ products or advertising
- 29. Licensing Example: Yoplait’sPink Lids For over a decade, Yoplait has used the “Save Lids Save Lives” campaign to drive revenue and goodwill. A partnership between Annual donation of $1.5 million and numerous a for-profit and accolades, including a non-profit copycat Dannon’s effort. for mutual benefit
- 30. Seven Types ofCause Marketing Campaigns Employee Engagement Employees donate time or money
- 31. Employee Engagement Example:Home Depot and KaBoom A partnership between a for-profit and Partnered on 1,000 Playgrounds in a non-profit which 1,000 Days, for mutualnearly 100,000 involved benefit Home Depot volunteers.
- 32. Seven Types ofCause Marketing Campaigns Events Collect donations or raise awareness through walks, Galas, etc.
- 33. Events Example: RevlonRun/Walk For Women A partnership between a for-profit and a non-profit Some events are so clearly associated with a particular company that they fit the cause for mutual benefit marketing definition. Revlon has raised more than $65 million to fight women’s cancers through the Run/Walk for Women.
- 34. Characteristics of aSuccessful Partnership 1. Reciprocal Smart cause marketing efforts have the same target audience
- 35. Characteristics of aSuccessful Partnership 2. Communication Regular, effective and meaningful
- 36. Characteristics of aSuccessful Partnership 3. Measurement Quantitative and Qualitative
- 37. The Key Question A partnership between a for-profit and What do you offer a non-profit a cause marketing for mutual benefit partner?
- 38. Three Good Answers 1.Your Brand A partnership between a for-profit and 2. Your Audience a non-profit for mutual benefit 3. Your Access
- 39. Your Brand Refers allthe way back to differentiating among cattle. Now “brands” have value and equity of their own. Most succinct definition: The perception(s) that customers or prospects have about you.
- 40. Your Brand Do you feel the same about these two companies?
- 41.
- 42. Your Brand Worksheet #1 15 minutes in pairs
- 43. Your Audience Worksheet #2 15minutes in pairs
- 44. Your Access Worksheet#3 Quick quiz
- 45. The Second KeyQuestion What do you want from a for-profit partner?
- 46. Good Answers 1. Money 2. Volunteers 3. Visibility
- 47. The Best Answer What the for-profit can offer
- 48. Finding Cause MarketingPartners 4 Steps 1. Identify Potential Partners 2. Research 3. Conduct an Initial Meeting 4. Propose
- 49. Identify Potential Partners Start with who you know already. Focus on companies that: 1. Sell a product you use 2. Think like you do; Similar cultures 3. Have been involved with a philanthropic cause before 4. Are local
- 50. Identify Potential Partners Focus on a category… • Who are the key players in the “green” category? • Who are the key players in the “animal welfare” category? Listen and look for nonprofits… What nonprofits are you seeing on TV, hearing on other radio, seeing in print?
- 51. Quick Note aboutCommunity Relations Directors Community Relations Directors may or may not have any interaction with the sales and/or marketing departments. A partnership between aDon’t assume their they will think for-profit and ‘marketing’ that community a non-profit is a good thing. involvement for mutual benefit
- 52. Questions for the1st Corporate Meeting Handout #5 10 questions you can adapt to use in the first meeting
- 53. How nonprofits needto present themselves A partnership between a for-profit and MDA and non-profit a Menchie’s for mutual benefit A professional decision made with the head, not the heart.
- 54. Elements of aProposal 1. The Fit between your organization and the business 2. A specific business goal that your organization is uniquely positioned to help the business accomplish 3. What your organization gives to the partnership, including key team members 4. What the business gives, including desired team members 5. Tactics and Timeline 6. Metrics
- 55. If They Say… We do not mix our charitable activities with marketing. Your Response: Cause marketing campaigns will help us in multiple ways, including freeing up staff time to focus on other important mission- related work.
- 56. If They Say… That sounds great, but how does this benefit my corporation? Your Response: 1. Lots of nonprofit examples. General Mills/Box Tops for Education. 19% growth annually for 15 years. Now a $1 billion+ campaign annually. 2. For media campaigns, Incite has completed more than 1,000 campaigns over the last decade. We have dozens of case studies in different categories available (Education, Environment, Health).
- 57. Incite Full servicemarketing firm specializing in cause, behavior change, and nonprofit marketing National scope, with offices in Los Angeles, New York, St. Louis, Austin, and Indianapolis
- 58. A few recommendations 1. Cause Marketing Forum; best overall site for information and resources 2. Edelman annual surveys 3. Joe Waters, whose blog is SelfishGiving.com and who is the author of Cause Marketing for Dummies.
- 59. Thank You Matt Scelza Director, Incite Los Angeles 818.238.6646 @CausesLA A partnership between mscelza@inciteimpact.com a for-profit and a non-profit for mutual benefit