1. Cause Marketing
How Do We Do This?
• Corporate philanthropy and social
responsibility are nothing new.
• It’s good business to help promote
causes and support social endeavors.
How do we go about doing it without
looking like an opportunist?
Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-
five-best-practices-for-cause-marketing

2. What does it Do?
Cause Marketing is Designed to:
• Raise Funds
• Drive Sales
• Build Brand Awareness
• Drive Cause Awareness
• Create Solutions to a Social Problem
• Inspire High Levels of Participation

3. The Reason Cause Marketing Works:
Mutual Benefit
Benefit to Business Benefit to Cause
 Mass Market PR  Revenue
opportunities  Relationships to other
 Customer Assurance Business Owners
 Employee Unity  Relationships with
 Industry Image Boost Sponsor’s Customers
 Personal Satisfaction  Relationships with
Employees
Reference: http://blog.mediasauce.com/2009/03/08/authentic-
 Business Acumen
advocacy-five-best-practices-for-cause-marketing/

4. What it Takes
Be Real Authenticity builds trust. Like-minded partners are good for causes
you care about. Opportunism never goes unpunished.
Long-term commitment, required. No drive-thru philanthropy. Be
Be Passionate prepared to endure criticism and skepticism.
Not everyone cares about you. Cheer up, though, because someone
Be Real
does. Even better, they know many others like them and will help
Be Realistic you connect with them.
Let the world know what you’re going to get out of the partnership,
what you’ve already done about the cause, and what you plan to do
Be Transparent in the future.
Use digital and social media to expand your audience and explode
your cause. Seek ideas and leadership for those who rally to your
Be Connected movement – many of your best ideas and leaders aren’t here yet. Be
open and looking for them.
Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-
five-best-practices-for-cause-marketing

5. Cause Marketing Key Questions
How are you How are you
bringing a voice? Empowering Others?
 To your brand?  Donors
 Board Members
 To your cause?
 Staff
 To your clients?
 Sponsors
 To your donors?
 Industry Leaders
 To your community?
 Community Leaders
Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-
five-best-practices-for-cause-marketing

6. The Target
From This To This
Cause Company Cause Company
Donors/ Customers/ Donors/Customers/
Clients Employees Employees/Clients
Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-
five-best-practices-for-cause-marketing

7. People Matter
Use the Power of Story
Narratives: Tell stories about Statistics: Provide statistical
people narratives about how people’s live have
been changed. Good statistics tell a
story.
Sample Narrative:
Housing for Haitian Mother and Child Sample Statistical Narratives:
Currently, World Vision is building
For families like Maraseille and her son,
about 20 shelters a week at Corail and
Etienne, who survived Haiti's deadly
soon expects to ramp up production to
earthquake a year ago, the simple gift of
more than 60 a week. Ultimately, World
sturdy housing is enough reason for
Vision hopes to build more than 1,000
them to rejoice in the midst of
shelters at Corail to house more than
circumstances that remain deeply
7,000 people.
challenging.
Reference: http://www.worldvision.org/#/home/gallery/housing-haiti-earthquake-
survivors-5-1311

8. Why Cause Marketing is Effective for
Fundraising?
Your Brand and Organization
Become Personal
Phase One Phase Two
 Connect  Ask
 Engage  Transact
 Relate
 Build Cause Awareness
 Serve

9. The Last Word
The Lesson The Ask
25 Cents
I was at the gas station one day when a young-ish
man walked over and gave me the longest story I’d
ever heard about his sister and her health and bus
Make the Connection
money… he wouldn’t stop talking. I was honestly
irritated that he would create such a long story, so I Know your Prospect
stopped him and said, “Hey, how much do you
need?” Find the Best Fit for them
He said, “A quarter.” to Participate or Give
Wow, I thought. I have a dollar and a bunch of
change in my coin keeper, but he asked for a
quarter . I didn’t want to start him talking again, so
I gave him… a quarter. Neither amount was
enough to meet his needs. If my sister were sick
Don’t ask for $25 from
and I needed bus money, I’d need a lot more than a
quarter. Who knows what his needs really were, someone who loves to give
but that was a LOT of effort to expend for a
quarter. When you ask , ask for what you need. $100,000 gifts.