How do nonprofits find and secure corporate partners? This presentation shows the best ways to design and execute a corporate partnership program. Key lesson: It's about your partner, not your organization.
The document provides tips for business owners to generate new customers through referrals, social media, strategic alliances, and press. It discusses developing a referral generation plan, asking clients open-ended questions, controlling the referral process. For social media, it recommends identifying target audiences, engaging in relevant conversations, and including calls to action in posts. Strategic alliances suggest getting to know partners first and creating a strategic plan for cross-promotion. The document also outlines best practices for writing effective press releases to garner media coverage.
Cause marketing has gained traction with companies as people have grown more conscious of the world around them. This presentation is to inform those who are considering jumping into cause marketing.
Cause Marketing: Building Profitable Relationships with Corporate PartnersSondra Dellaripa
Cause marketing partnerships can provide benefits to both non-profit organizations and corporations. When done effectively, it can boost sales and brand recognition for companies while increasing funding, promotion, and volunteer support for non-profits. However, there must be a clear fit between the cause and company, and transparency around how donations are used. Key factors for success include suitability, authenticity, and transparency in the partnership.
This document discusses cause marketing trends and strategies. It notes the rise of the "G-Generation" who values generosity and giving back. Cause marketing can differentiate brands and consumers prefer when purchases directly support causes. Women are motivated by emotional, personal causes like health, while men prefer rational appeals. Picking the right cause and structuring communications around personal relevance is key. Tying donations to each purchase can drive repeat buying. Long-term cause marketing investments can build strong brand equity over time.
10 Best Cause Marketing Promotions of 2016Selfish Giving
The document discusses the author's annual list of the 10 best cause marketing promotions from 2016. Some of the top promotions highlighted include Red Nose Day which raised $18 million for charity through Walgreens stores, Patagonia raising $10 million for environmental non-profits by donating all Black Friday sales, and Jersey Mike's Month of Giving which raised over $4 million for 180 charities through register donations. The author provides more details on each promotion and their success in engaging customers and raising money for important causes.
This document provides guidance on effective marketing strategies for non-profit organizations. It discusses developing a marketing plan, cultivating a brand, using various marketing channels including social media, and tracking effectiveness. Key recommendations include defining the target audiences, crafting messages that appeal to recipients and their interests, and getting online with a website, email marketing, and social media presence. Measurement of results is also presented as important for improving marketing efforts over time.
How Nonprofits Can Utilize Social Media To Do Good Sallie Burnett
Here are 5 social media best practices for nonprofits. Get tips, idea and learn how nonprofits are using social media successfully.
Learn more: https://www.customerinsightgroup.com/marketinglibrary/how-nonprofits-can-utilize-social-media-to-do-good/
Article edited - succeeding with sponsorshipsFerris Corp
The document discusses strategies for non-profits to succeed with sponsorship programs. It recommends that non-profits articulate how partnering with corporate sponsors will benefit both parties by raising awareness of their cause and driving loyalty. Sponsors want to understand the marketing strategy and impact of the non-profit's initiatives. The document also provides tips like researching potential sponsor's industries and missions, maintaining sponsor relationships, and leveraging success stories to attract new sponsors.
The document provides tips for business owners to generate new customers through referrals, social media, strategic alliances, and press. It discusses developing a referral generation plan, asking clients open-ended questions, controlling the referral process. For social media, it recommends identifying target audiences, engaging in relevant conversations, and including calls to action in posts. Strategic alliances suggest getting to know partners first and creating a strategic plan for cross-promotion. The document also outlines best practices for writing effective press releases to garner media coverage.
Cause marketing has gained traction with companies as people have grown more conscious of the world around them. This presentation is to inform those who are considering jumping into cause marketing.
Cause Marketing: Building Profitable Relationships with Corporate PartnersSondra Dellaripa
Cause marketing partnerships can provide benefits to both non-profit organizations and corporations. When done effectively, it can boost sales and brand recognition for companies while increasing funding, promotion, and volunteer support for non-profits. However, there must be a clear fit between the cause and company, and transparency around how donations are used. Key factors for success include suitability, authenticity, and transparency in the partnership.
This document discusses cause marketing trends and strategies. It notes the rise of the "G-Generation" who values generosity and giving back. Cause marketing can differentiate brands and consumers prefer when purchases directly support causes. Women are motivated by emotional, personal causes like health, while men prefer rational appeals. Picking the right cause and structuring communications around personal relevance is key. Tying donations to each purchase can drive repeat buying. Long-term cause marketing investments can build strong brand equity over time.
10 Best Cause Marketing Promotions of 2016Selfish Giving
The document discusses the author's annual list of the 10 best cause marketing promotions from 2016. Some of the top promotions highlighted include Red Nose Day which raised $18 million for charity through Walgreens stores, Patagonia raising $10 million for environmental non-profits by donating all Black Friday sales, and Jersey Mike's Month of Giving which raised over $4 million for 180 charities through register donations. The author provides more details on each promotion and their success in engaging customers and raising money for important causes.
This document provides guidance on effective marketing strategies for non-profit organizations. It discusses developing a marketing plan, cultivating a brand, using various marketing channels including social media, and tracking effectiveness. Key recommendations include defining the target audiences, crafting messages that appeal to recipients and their interests, and getting online with a website, email marketing, and social media presence. Measurement of results is also presented as important for improving marketing efforts over time.
How Nonprofits Can Utilize Social Media To Do Good Sallie Burnett
Here are 5 social media best practices for nonprofits. Get tips, idea and learn how nonprofits are using social media successfully.
Learn more: https://www.customerinsightgroup.com/marketinglibrary/how-nonprofits-can-utilize-social-media-to-do-good/
Article edited - succeeding with sponsorshipsFerris Corp
The document discusses strategies for non-profits to succeed with sponsorship programs. It recommends that non-profits articulate how partnering with corporate sponsors will benefit both parties by raising awareness of their cause and driving loyalty. Sponsors want to understand the marketing strategy and impact of the non-profit's initiatives. The document also provides tips like researching potential sponsor's industries and missions, maintaining sponsor relationships, and leveraging success stories to attract new sponsors.
This document discusses cause-related marketing and its benefits for both non-profit organizations and for-profit companies. It provides examples of partnerships between companies like Yoplait and Payless Shoes and non-profits like Susan G. Komen where companies donate a portion of proceeds from certain products to a cause, helping to both increase sales and benefit the non-profit. These types of partnerships have generated over $800 million for non-profits and have led to increased sales and creativity for companies.
This document discusses factors that are important for building a modern brand. It argues that building a brand is complex and involves creating positive customer experiences rather than just logos and slogans. A brand must be authentic and unique. It also discusses the importance of CEO commitment, aligning brand with company culture, engaging employees, understanding social media impact, and developing marketing initiatives that support the brand.
Alpha Graphics Convention 2011 Selling Social MediaJim Lahner
This document discusses opportunities for selling social media services to small businesses. It begins by noting the cultural shift towards social media and changing consumer expectations. It then outlines the size of the addressable market, with 30 million US businesses needing help with social media. Specific opportunities discussed include helping businesses start with Facebook fan acquisition and engagement. A case study is presented of working with a Wendy's franchise to develop a social media strategy. Revenue opportunities are identified such as consulting, content management, and using tools like FanTools to create and publish social promotions.
Peer-Powered Marketing: Relevance, Trust, and CollaborationPear_advertising
1) Sponsorship marketing involves brands sponsoring events, communities, or causes that are relevant to their target consumers. This builds trust and positive associations with the brand.
2) Peer-powered marketing connects consumer organizations to businesses through a sponsorship platform. It allows both parties to benefit by focusing on the consumer rather than the brand.
3) Case studies show that sponsorship marketing can increase brand awareness and preference when it provides value to consumers through relevant content and experiences. This builds long-term trust and engagement between brands and customers.
The document provides an overview of public relations including definitions, roles, crisis communication plans, functions of PR, differences between PR and branding, qualities of PR practitioners, differences between in-house PR and agency PR, media and non-media PR tools, importance of social responsibility and new age media in PR campaigns. Key points include defining PR as managing relationships between an organization and the public, the importance of planning for crises in advance, functions of PR like building reputation and handling media relations, and examples of using new age media like social media and websites for PR campaigns.
The document summarizes the top 7 trends in corporate partnerships for 2017 according to Catalist, a nonprofit organization that connects companies to social causes. The trends are: 1) Influencer Identification, engaging social media influencers to promote partnerships. 2) Data Translation, using organizational data to strengthen partnership pitches. 3) Digital Automation, leveraging new technologies to evolve partnerships. 4) Proactive Communication, companies promoting their social good activities. 5) Multi-Layer Causes, aligning with national and local nonprofits. Examples and suggestions for each trend are also provided.
This seminar will cover best practices for social media marketing. It will discuss why social media marketing is important, various social media platforms, and how businesses are using these low-cost tools. Attendees will learn about what social media marketing is, why businesses should use it, and best practices for small businesses. Major themes are that social media marketing is about reaching people and gaining endorsements through social word-of-mouth.
The document discusses the relationship between marketing and public relations in building a brand. It argues that the old marketing model of interrupting customers with ads is broken, as people are overwhelmed by thousands of ads. Instead, marketing should tell a meaningful story through remarkable content that customers want to engage with and share with others through word-of-mouth. Building a strong brand requires quality products, differentiation from competitors, and consistency in messaging, visual identity, and customer experience.
Cannes Festival of Creativity - Oxford's favouritesOxfordSM
Some of our key take-outs from Cannes Lions:
The omni-presence of brand purpose and brand activism across all award categories:
Key topics of diversity and inclusivity (e.g. Starbucks, Mastercard). Real action often leading to policy change or supporting people to overcome challenges of law (e.g. Telenor Pakistan, Enfant Bleu)
The rise of augmented connectivity, and how gaming delivers new experiences to enable meaningful connections:
Gaming stronger than ever: used beyond children, at the service of a bigger idea (e.g. Tinder Night, Enfant Bleu)
At the heart of all winners, a strong and powerful insight:
Getting under the skin of what people experience and their emotional journey (e.g. Sick Beats)
A simple, pragmatic and human approach to creativity (e.g. Shutter Ads).
WVU IMC Capstone - IMC Campaign Proposal for St. Jude Children's Research Hos...Kevin Kestler
This document provides a situation analysis and background on St. Jude Children's Research Hospital as a potential client for Ignite IMC. It outlines St. Jude's history beginning with founder Danny Thomas' promise to build a shrine to St. Jude Thaddeus if his career took off. It describes how St. Jude has grown from humble beginnings into a leading pediatric cancer research center. The document also analyzes St. Jude's branding, challenges engaging young professionals as donors, and proposes positioning St. Jude as an "elite fundraising program" for millennials through innovative engagement tactics.
Measuring Social Media for Brand AwarenessHootsuite
HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.
This integrated marketing communications plan served as my Master's thesis for the West Virginia University IMC Program. I was required to provide an overview, situation analysis, demographic analysis, an integrated communications strategy statement, communications plan and creative executions.
Integrated Marketing Communications Proposal Kate LaCorte
Inspiring and Engaging Millennials to Join Make-A-Wish Michigan's Wish Granting Mission with an Integrated Marketing Communication Campaign. Created as a final Master's capstone project at West Virginia University.
Cause related marketing (CRM) is a strategy that connects a company's marketing goals to a social cause or charity. The company promotes its products or services while also raising money for the nonprofit. CRM benefits both partners by growing the company's customer loyalty and reputation and raising funds for the cause. One of the earliest examples was in 1887 when a soap company donated proceeds from a contest to a lifeboat charity. Modern CRM began in 1983 when American Express donated funds to the Statue of Liberty restoration with each card use, increasing users and usage. CRM can boost sales, brand awareness, and corporate image while also supporting important causes. Companies must choose partners carefully to avoid any controversies tarnishing their reputations.
Integrated Marketing Communication Proposal - Make-A-Wish Michigan Rebecca Sidles
Integrated marketing campaign built for my capstone class (IMC636) of West Virginia University's IMC Masters Program. Our class client was Make-A-Wish Michigan and our target audience was Millennials, 21 - 30.
The P&G recycling campaign aimed to promote recycling of P&G haircare products and create global change around reducing waste. P&G, a large multinational company, hoped their campaign would be widely recognized and motivate their large customer base to participate. The techniques included leveraging P&G's global brand recognition and marketing all their haircare products as recyclable. While the impact is unknown as P&G did not report results, other recycling campaigns that offered rewards like discounts saw more success than P&G's campaign alone.
This document provides guidance on best practices for non-profits to secure corporate sponsorship. It recommends that non-profits approach companies with a one-page proposal brief to secure a meeting. At the meeting, the non-profit should provide more comprehensive materials and spend 70% of the time listening to understand the company's needs. Afterwards, the non-profit should create a tailored multi-page proposal addressing the company's specific marketing needs. Successful sponsorship relationships require clear benefits for both parties, regular communication, and ensuring the partnership remains mutually beneficial over the long term.
Cultivating Corporate Nonprofit Partnerships the Right WayUniVoIP
The document summarizes a webinar about cultivating corporate nonprofit partnerships. It provides an agenda for the webinar which includes speakers introducing various types of partnerships between corporations and nonprofits. The webinar discusses how to find the right partner, secure partnerships, and ways UniVoIP partners with nonprofits such as providing technology, promoting success stories, and volunteerism.
This document discusses cause-related marketing and its benefits for both non-profit organizations and for-profit companies. It provides examples of partnerships between companies like Yoplait and Payless Shoes and non-profits like Susan G. Komen where companies donate a portion of proceeds from certain products to a cause, helping to both increase sales and benefit the non-profit. These types of partnerships have generated over $800 million for non-profits and have led to increased sales and creativity for companies.
This document discusses factors that are important for building a modern brand. It argues that building a brand is complex and involves creating positive customer experiences rather than just logos and slogans. A brand must be authentic and unique. It also discusses the importance of CEO commitment, aligning brand with company culture, engaging employees, understanding social media impact, and developing marketing initiatives that support the brand.
Alpha Graphics Convention 2011 Selling Social MediaJim Lahner
This document discusses opportunities for selling social media services to small businesses. It begins by noting the cultural shift towards social media and changing consumer expectations. It then outlines the size of the addressable market, with 30 million US businesses needing help with social media. Specific opportunities discussed include helping businesses start with Facebook fan acquisition and engagement. A case study is presented of working with a Wendy's franchise to develop a social media strategy. Revenue opportunities are identified such as consulting, content management, and using tools like FanTools to create and publish social promotions.
Peer-Powered Marketing: Relevance, Trust, and CollaborationPear_advertising
1) Sponsorship marketing involves brands sponsoring events, communities, or causes that are relevant to their target consumers. This builds trust and positive associations with the brand.
2) Peer-powered marketing connects consumer organizations to businesses through a sponsorship platform. It allows both parties to benefit by focusing on the consumer rather than the brand.
3) Case studies show that sponsorship marketing can increase brand awareness and preference when it provides value to consumers through relevant content and experiences. This builds long-term trust and engagement between brands and customers.
The document provides an overview of public relations including definitions, roles, crisis communication plans, functions of PR, differences between PR and branding, qualities of PR practitioners, differences between in-house PR and agency PR, media and non-media PR tools, importance of social responsibility and new age media in PR campaigns. Key points include defining PR as managing relationships between an organization and the public, the importance of planning for crises in advance, functions of PR like building reputation and handling media relations, and examples of using new age media like social media and websites for PR campaigns.
The document summarizes the top 7 trends in corporate partnerships for 2017 according to Catalist, a nonprofit organization that connects companies to social causes. The trends are: 1) Influencer Identification, engaging social media influencers to promote partnerships. 2) Data Translation, using organizational data to strengthen partnership pitches. 3) Digital Automation, leveraging new technologies to evolve partnerships. 4) Proactive Communication, companies promoting their social good activities. 5) Multi-Layer Causes, aligning with national and local nonprofits. Examples and suggestions for each trend are also provided.
This seminar will cover best practices for social media marketing. It will discuss why social media marketing is important, various social media platforms, and how businesses are using these low-cost tools. Attendees will learn about what social media marketing is, why businesses should use it, and best practices for small businesses. Major themes are that social media marketing is about reaching people and gaining endorsements through social word-of-mouth.
The document discusses the relationship between marketing and public relations in building a brand. It argues that the old marketing model of interrupting customers with ads is broken, as people are overwhelmed by thousands of ads. Instead, marketing should tell a meaningful story through remarkable content that customers want to engage with and share with others through word-of-mouth. Building a strong brand requires quality products, differentiation from competitors, and consistency in messaging, visual identity, and customer experience.
Cannes Festival of Creativity - Oxford's favouritesOxfordSM
Some of our key take-outs from Cannes Lions:
The omni-presence of brand purpose and brand activism across all award categories:
Key topics of diversity and inclusivity (e.g. Starbucks, Mastercard). Real action often leading to policy change or supporting people to overcome challenges of law (e.g. Telenor Pakistan, Enfant Bleu)
The rise of augmented connectivity, and how gaming delivers new experiences to enable meaningful connections:
Gaming stronger than ever: used beyond children, at the service of a bigger idea (e.g. Tinder Night, Enfant Bleu)
At the heart of all winners, a strong and powerful insight:
Getting under the skin of what people experience and their emotional journey (e.g. Sick Beats)
A simple, pragmatic and human approach to creativity (e.g. Shutter Ads).
WVU IMC Capstone - IMC Campaign Proposal for St. Jude Children's Research Hos...Kevin Kestler
This document provides a situation analysis and background on St. Jude Children's Research Hospital as a potential client for Ignite IMC. It outlines St. Jude's history beginning with founder Danny Thomas' promise to build a shrine to St. Jude Thaddeus if his career took off. It describes how St. Jude has grown from humble beginnings into a leading pediatric cancer research center. The document also analyzes St. Jude's branding, challenges engaging young professionals as donors, and proposes positioning St. Jude as an "elite fundraising program" for millennials through innovative engagement tactics.
Measuring Social Media for Brand AwarenessHootsuite
HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.
This integrated marketing communications plan served as my Master's thesis for the West Virginia University IMC Program. I was required to provide an overview, situation analysis, demographic analysis, an integrated communications strategy statement, communications plan and creative executions.
Integrated Marketing Communications Proposal Kate LaCorte
Inspiring and Engaging Millennials to Join Make-A-Wish Michigan's Wish Granting Mission with an Integrated Marketing Communication Campaign. Created as a final Master's capstone project at West Virginia University.
Cause related marketing (CRM) is a strategy that connects a company's marketing goals to a social cause or charity. The company promotes its products or services while also raising money for the nonprofit. CRM benefits both partners by growing the company's customer loyalty and reputation and raising funds for the cause. One of the earliest examples was in 1887 when a soap company donated proceeds from a contest to a lifeboat charity. Modern CRM began in 1983 when American Express donated funds to the Statue of Liberty restoration with each card use, increasing users and usage. CRM can boost sales, brand awareness, and corporate image while also supporting important causes. Companies must choose partners carefully to avoid any controversies tarnishing their reputations.
Integrated Marketing Communication Proposal - Make-A-Wish Michigan Rebecca Sidles
Integrated marketing campaign built for my capstone class (IMC636) of West Virginia University's IMC Masters Program. Our class client was Make-A-Wish Michigan and our target audience was Millennials, 21 - 30.
The P&G recycling campaign aimed to promote recycling of P&G haircare products and create global change around reducing waste. P&G, a large multinational company, hoped their campaign would be widely recognized and motivate their large customer base to participate. The techniques included leveraging P&G's global brand recognition and marketing all their haircare products as recyclable. While the impact is unknown as P&G did not report results, other recycling campaigns that offered rewards like discounts saw more success than P&G's campaign alone.
This document provides guidance on best practices for non-profits to secure corporate sponsorship. It recommends that non-profits approach companies with a one-page proposal brief to secure a meeting. At the meeting, the non-profit should provide more comprehensive materials and spend 70% of the time listening to understand the company's needs. Afterwards, the non-profit should create a tailored multi-page proposal addressing the company's specific marketing needs. Successful sponsorship relationships require clear benefits for both parties, regular communication, and ensuring the partnership remains mutually beneficial over the long term.
Cultivating Corporate Nonprofit Partnerships the Right WayUniVoIP
The document summarizes a webinar about cultivating corporate nonprofit partnerships. It provides an agenda for the webinar which includes speakers introducing various types of partnerships between corporations and nonprofits. The webinar discusses how to find the right partner, secure partnerships, and ways UniVoIP partners with nonprofits such as providing technology, promoting success stories, and volunteerism.
Attract, Sell, Wow - Date Your Leads and Marry Your CustomersRamon Ray
This document provides an overview of the Lifecycle Marketing framework for developing a sales and marketing strategy for small businesses. The framework involves 3 phases - Attract, Sell, and Wow. It discusses tactics for each phase such as identifying target customers, attracting customers through lead magnets, capturing visitor information, educating customers, making offers, and creating loyal customers through exceptional service. The planner contains exercises and templates to help small business owners develop their marketing and sales strategies using this framework.
A relatively new marketing strategy, Cause Marketing is built around the concept of aligning a brand or business with a charitable cause for mutual benefit. This is not about donations or simply fundraising, but instead about developing an integrated marketing plan with a cause related partner that fits with your brand identity and your company philosophy. We will show you how to research and identify the right cause for your brand, define the roles of the relationship, create a messaging platform, and how to engage your employees, vendors, partners and customers with the cause.
Parntership Marketing, The New Age of Raising Money!Rebecca Gordon
The document discusses partnership marketing between non-profits and corporations to help address child abuse. It notes that over 26,490 abused children have been seen at Missouri's Child Advocacy Centers since 2001. The future of fundraising requires innovative thinking around partnership marketing, which creates mutual benefits through strategic collaborations where corporate goals intersect with social needs. Cause marketing in particular engages stakeholders through initiatives that benefit both non-profits and businesses.
This document provides an interview transcript with marketing expert Philip Kotler. Some key points:
- Kotler is known as the "father of modern marketing" for his influential marketing textbooks and articles over the past 50 years.
- He sees the biggest challenges for marketers today as adapting to the digital revolution and understanding unconscious consumer motivations. Marketing is shifting from mass marketing to more personalized approaches using big data.
- Kotler discusses how marketing and sales must better integrate in the digital age. Companies also need more innovation and focus on corporate social responsibility.
- Emerging markets should focus on free markets, competitive advantages, attracting foreign investment, and identifying industries for growth.
- Kotler's recent
The document discusses partnership marketing as a new approach for nonprofits to raise money. It outlines how cause marketing allows corporate and nonprofit partners to mutually benefit by combining their strengths. Successful partnerships are strategic and have aligned missions, creating value for both partners through philanthropic initiatives and business benefits.
The document discusses marketing strategies for non-profit organizations. It notes that the nonprofit sector has grown significantly and faces increased competition. Effective marketing is thus important. Some key strategies discussed include developing a strong brand, publishing newsletters and speaking publicly to spread an organization's message, engaging with local communities through outreach programs, maintaining an online presence, and identifying target audiences.
Cause marketing is becoming increasingly important for brands due to three key reasons: consumers have a strong voice through social media, consumers care about brands that support important causes, and cause marketing helps brands differentiate themselves. Effective cause marketing programs start by listening to core customers, connect with consumers emotionally, and integrate the cause into overall marketing efforts rather than isolating it. Programs also allow consumer participation and mirror the brand's values to build trust. Customized approaches are needed globally as consumer behaviors vary in different markets.
Meaningful and Uncommon Cause MarketingMatt Scelza
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.
When it comes to marketing their causes, nonprofits may do better if they think more like corporations. Co-marketing by nonprofits can give needed visibility to social causes and overcome any budget challenge. Here are the Top 10 Marketing Tips every nonprofit should know.
Meltwater curates a report - The Social Media ROI Playbook: Driving Growth with Social which enables brands and agencies to make sense of the data accessible through the internet
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...Rebecca Gordon
The document summarizes the journey of Missouri KidsFirst in developing their public relations and communications strategies over time. It outlines a 5 step process for other child advocacy centers to plan and build their communications capacities, including: 1) assessing their current situation, 2) defining goals and objectives, 3) developing a strategic plan and budget, 4) determining appropriate communications tactics, and 5) establishing measurements and refining their approach based on results. The presentation provides advice on conducting research, branding, messaging, storytelling, budgeting, collaborations, and evaluating outcomes.
Growth through Marketing and Innovation - Digital Sales FunnelsKash Dhanda
Created by Kash Dhanda and presented at the JP Morgan Future Leaders exchange in Hong Kong.
Speaker Bio: "With twin passions for strategic innovation and design, Kash Dhanda leads the Ezra Digital team in its mission to change the way clients see themselves and their customers. Specializing in digital strategy, web design, and digital marketing, Kash has worked with clients in a dozen different industries, including technology, medicine, education, and architecture. In addition to founding Ezra Digital, Kash is a certified Innovation Instructor with the LUMA Institute and has delivered two-day intensive workshops around the world for businesses and non-profit organizations. At work, he spends his time developing strategy, providing creative direction, and working collaboratively with clients. At home, he spends his time playing (and occasionally even winning at) poker, trading cryptocurrencies, and discovering new worlds in virtual reality
This presentation looks at the consumer perspective and the small business perspective on social media marketing and what Constant Contact is doing about it.
Care about learning 'The Social Enterprise of 2014' You will find this deck presented by Bhupendra Khanal (CEO, Simplify360) during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Similar to Securing Corporate Partners by Matt Scelza (20)
Contributi dei parlamentari del PD - Contributi L. 3/2019Partito democratico
DI SEGUITO SONO PUBBLICATI, AI SENSI DELL'ART. 11 DELLA LEGGE N. 3/2019, GLI IMPORTI RICEVUTI DALL'ENTRATA IN VIGORE DELLA SUDDETTA NORMA (31/01/2019) E FINO AL MESE SOLARE ANTECEDENTE QUELLO DELLA PUBBLICAZIONE SUL PRESENTE SITO
Preliminary findings _OECD field visits to ten regions in the TSI EU mining r...OECDregions
Preliminary findings from OECD field visits for the project: Enhancing EU Mining Regional Ecosystems to Support the Green Transition and Secure Mineral Raw Materials Supply.
RFP for Reno's Community Assistance CenterThis Is Reno
Property appraisals completed in May for downtown Reno’s Community Assistance and Triage Centers (CAC) reveal that repairing the buildings to bring them back into service would cost an estimated $10.1 million—nearly four times the amount previously reported by city staff.
Food safety, prepare for the unexpected - So what can be done in order to be ready to address food safety, food Consumers, food producers and manufacturers, food transporters, food businesses, food retailers can ...
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
AHMR is an interdisciplinary peer-reviewed online journal created to encourage and facilitate the study of all aspects (socio-economic, political, legislative and developmental) of Human Mobility in Africa. Through the publication of original research, policy discussions and evidence research papers AHMR provides a comprehensive forum devoted exclusively to the analysis of contemporaneous trends, migration patterns and some of the most important migration-related issues.
About Potato, The scientific name of the plant is Solanum tuberosum (L).Christina Parmionova
The potato is a starchy root vegetable native to the Americas that is consumed as a staple food in many parts of the world. Potatoes are tubers of the plant Solanum tuberosum, a perennial in the nightshade family Solanaceae. Wild potato species can be found from the southern United States to southern Chile
Synopsis (short abstract) In December 2023, the UN General Assembly proclaimed 30 May as the International Day of Potato.
2. Today’s Topics
1. What is cause marketing and what kinds of campaigns work?
2. What is the right amount of time and resources to devote to cause
marketing for my NPO?
3. What are examples of cause marketing that fit my organization?
4. How do I find and solicit cause marketing partners?
5. How do I set up the financial details so that my nonprofit benefits?
6. Instruction and coaching on preparing and delivering a winning pitch.
3. Today’s Agenda
1. Cause Marketing Basics
2. Brand, Audience and Access
3. Who are Possible Partners?
4. Incite is a social impact marketing firm that
uses marketing for good. Deeply rooted in
the media industry, Incite connects people
and resources to drive positive change
using local media and grassroots
engagement. Incite has offices in New York,
Los Angeles, Austin, Indianapolis and St.
Louis.
Incite
6. Definition of Cause Marketing
Partnership
between a for-profit
and a non-profit for
mutual benefit
7. Why Cause Marketing Matters
Marketing is about consumer
engagement.
Causes engage consumers
in meaningful and
uncommon ways.
8. Why Cause Marketing?
89% of Americans are likely to switch brands
to one associated with a good cause
54% has bought a product with a social or
environmental benefit in the past 12 months
65% has already donated to at least one
cause this year
Source: 2013 Cone Communications Social Impact Study
9. The Evidence for Cause 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
10. Three Key Types of Cause Marketing Campaigns
A partnership between
a for-profit and
a non-profit
for mutual benefit
1. Point of Sale
2. Action-Triggered
3. Digital/Social Media
11. Point of Sale Example: MDA and Menchie’s
A partnership between
a for-profit and
a non-profit
for mutual benefit
Using a “pin-up” available for $1,
MDA raises revenue and
Menchie’s gains wall art
that displays community involvement.
12. Important Lesson from Menchie’s: Think About Your Partner
A partnership between
a for-profit and
a non-profit
for mutual benefit
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
Disease -- perhaps the most well known form of muscular dystrophy.
With no clear choice, Kleinberger treated the
process like a hiring and interviewed three
charities. [emphasis added]
"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."
13. Point of Sale Example: Thought Starter
A partnership between
a for-profit and
a non-profit
for mutual benefit
“Pin ups” cost $.03--$.10 each, depending on order size.
Could you get your local dry cleaners to offer them to
customers in a certain month or season? What about the
local Jiffy Lube or auto repair shop?
Can you get local stores to put a donation canister on their
counter to support your organization?
14. Three Main Types of Cause Marketing Campaigns
A partnership between
a for-profit and
a non-profit
for mutual benefit
Action-Triggered
When a consumer makes a
purchase, part of the
money made from that
purchase goes to the
nonprofit
Source: SelfishGiving.com
15. Action-Triggered Example: Bon-Ton and Goodwill Industries
A partnership between
a for-profit and
a non-profit
for mutual benefit
Consumers either donated their used clothes at Bon-Ton
stores to benefit Goodwill or donated to Goodwill and
then registered with BonTon.com.
All donors receive discounts at any of Bon-Ton’s stores or
online, along with a chance to win $25 and $50 gift cards
instantly and be entered into the Grand Prize
sweepstakes for a $1,000 Shopping Spree.
16. Action-Triggered Example: PIzzaHut, Hulu, and World Hunger Relief
A partnership between
a for-profit and
a non-profit
for mutual benefit
Consumers who donated $1-$10 to the Pizza Hut World
Hunger Relief Campaign received a free subscription to
Hulu Plus for two weeks.
Hulu also donated up to $ 8 for each customer that retains a
subscription to Hulu Plus for two months or longer.
17. Action-Triggered Example: Thought Starter
A partnership between
a for-profit and
a non-profit
for mutual benefit
Could you get your local pizza place to donate $1 for every
pizza ordered during a certain month or time period?
Could you organize an independent movie theater night
where local theaters donate the proceeds from a
particular showing to your organization?
18. Three Key Types of Cause Marketing Campaigns
1. Point of Sale
2. Action-Triggered
3. Digital/Social Media
19. How to Promote Conversation: Video
DDB New York took a
trending Twitter topic,
#FirstWorldProblems,
and created a video.
20. How to Promote Conversation: Video
http://www.buzzfeed.com/
benbeath/the-10-best-
social-media-campaigns-
of-2012-
88is?sub=1931184_7665
90
21. How to Promote Conversation: Video
http://www.buzzfeed.com/
benbeath/the-10-best-
social-media-campaigns-
of-2012-
88is?sub=1931184_7665
90
22. How to Promote Conversation: Video
http://www.buzzfeed.com/
benbeath/the-10-best-
social-media-campaigns-
of-2012-
88is?sub=1931184_7665
90
23. How to Promote Conversation: Twitter
A partnership between
a for-profit and
a non-profit
for mutual benefit
A good cause marketing example!
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
media in exchange for a $1
donation to charity: water up to a
maximum of $5,000. All images
appeared on the firm’s ‘Get Dirty’
Pinterest Board.
24. Action-Triggered Example: Digital/Social Media
A partnership between
a for-profit and
a non-profit
for mutual benefit
Could you call five ad agencies and ask for pro bono help?
Could you find a local filmmaker to donate his/her time to
film a video?
Do you have $1,000 to hire Youth Speaks Media Solutions
to create a :60 video for you?
25. Important Question for Your Nonprofit
A partnership between
a for-profit and
a non-profit
for mutual benefit
What do you offer
a cause marketing
partner?
26. Three Good Answers
A partnership between
a for-profit and
a non-profit
for mutual benefit
1. Your Brand
2. Your Audience
3. Your Access
27. Your Brand
Refers all the 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. How nonprofits need to present themselves
A partnership between
a for-profit and
a non-profit
for mutual benefit
MDA and Menchie’s
A professional decision made with the head,
not the heart.
41. Characteristics of a Successful Partnership
1. Reciprocal
Smart cause marketing
efforts have the same
target audience
42. Characteristics of a Successful Partnership
2. Communication
Regular, effective and
meaningful
43. Characteristics of a Successful Partnership
3. Measurement
Quantitative and
Qualitative
44. Finding Cause Marketing Partners
1. Identify Potential Partners
2. Research
3. Approach
4. Conduct an Initial Meeting
5. Propose
45. A Real-Life Example
“Luck is preparation
meeting opportunity”
--Branch Rickey
How an in-person meeting with
Health Care Company (HCC) took
27 months and four approaches
46. January 2011: 1st Approach
Gina Smith is a friend and she suggested that I contact you. She
heard about what my company, Incite, does and she thought that
we might be able to partner on some projects.
I know that the Affordable Care Act will mean significant changes in
health outreach and promotion for HCC over the next couple of
years. My company, Incite, helps organizations attract new
customers while promoting important causes. For another health
care company, we recently added an additional 550 members to
their customer database in less than two weeks while encouraging
increased exercise.
I attached an overview of Incite and I hope to hear from you soon.
If we don’t speak before, I will follow up with you next Wednesday
morning. Thank you for your consideration.
56. 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.
57. Thank You
A partnership between
a for-profit and
a non-profit
for mutual benefit
Matt Scelza
Director, Incite Los Angeles
818.238.6646
@CausesLA
mscelza@inciteimpact.com