September 2011 Best Practice Network Webinar series, presented by VolunteerMatch Session Description: Cause marketing has become the buzzword on the lips of every company interested in social good, but what does it really mean? And what does it look like in practice? Join Joe Waters, expert blogger and author of Cause Marketing for Dummies for a back-to-basics lesson on cause marketing, and advice for how companies can harness its power. In this session, Joe will explain the many forms of cause marketing and offer tips for how to build, execute and measure a program's success. Joe Waters teaches small nonprofits and businesses how to use cause marketing and social media to establish, grow and deepen relationships with stakeholders. He's worked with many local and national companies, including Pepsi, Valvoline Instant Oil Change, Staples, Zipcar, Fuddruckers, Virgin America and The Boston Bruins. Joe blogs at the web's #1 cause marketing blog, Selfishgiving.com. He's the co-author of Cause Marketing for Dummies.

1. Cause Marketing: An Introduction
September 27, 2011
Guest Speaker:
Joe Waters
Blogger, Selfishgiving.com
Co-author, Cause Marketing for Dummies
Moderator:
Casey Brennan
Marketing Manager
VolunteerMatch
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2. To Ask Questions
Type questions into the box on the
right side of the your screen
Submit via Twitter to @VM_Solutions
using “#BPNCMIntro”
We will pose questions at the end of
the presentation
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3. Who is Joe Waters?
• Former Director, Cause Marketing, Boston Medical
• Founder & Blogger, Selfishgiving.com
• Co-Author, Cause Marketing for Dummies
• Fan of all things Boston!

4. What We’ll Be Covering
• What is cause marketing?
• Which type of cause marketing is best for me?
• How do I find a partner for my cause marking program?
• Why should I offer my cause marketing programs for free?
• Are there examples of local nonprofits using cause marketing
successfully?
• How do I put together an effective and cost-efficient cause
marketing program?
• How do I keep my cause marketing partner happy and build on
my success?

5. What is Cause Marketing?
Cause marketing is a partnership between
a nonprofit and a for-profit
for mutual profit

6. CM Raises Money, Awareness

7. Best CM Tactics
1. Coin canisters
2. Pinups
3. Purchase-triggered donations
4. Shopping days
5. Facebook likes
6. Volunteering

8. Option 1: Coin Canisters

9. Option 1: Coin Canisters
Busy stores
Cash is king
No tips allowed
Front and center
Security is key

10. Option 2: Pinups

11. Why Pinups?
Lucrative
Cost-effective
Easy to execute
Plays well with others

12. Local Success Story - BMC
100 Stores
Month-Long
Program
$1M Since 2004

13. Local Success Story - BMC
50 Stores
$160,000
Co-marketing with
other businesses

14. Local Success Story – Jake’s Ride
6 Stores
$6,000
Event Link

15. Option 2: Pinups
More locations the better
Lots of foot traffic
Ask is critical

16. Option 3: Purchase-Triggered Donations

17. Why PTDs?
Less intrusive
Very customer-friendly
Guaranteed donation
Geared toward serious brands

18. Local Success Story – Jumpstart
$.25 each drink
$15,000
Northeast Only

19. Option 4: Shopping Days

20. Why Shopping Days?
Perfect for business districts
Mass your forces
Turn it into an event
Lots of moving parts

21. Option 5: Facebook Likes

22. Facebook Likes
“Like” the Facebook Page ($5)
Comment on the page or “like”
any posting ($2)
Follow them on Twitter ($5)
RT or mention Twitter handle,
@2ndharvest ($2)
Post a photo showing your
support on Facebook, Twitter and
Flickr (bonus $5 each!)

23. Why Facebook Likes?
Do you have an online presence?
New opp for partners
Builds credibility

24. Volunteering
Do you have an online presence?
New opp for partners
Builds credibility

25. Volunteering
Builds best credibility
Engages front-line employees
Extend to customers
Package with other opportunities

26. Finding a Partner
Your Supporters Your Contacts
Your Prospects

27. Regional Marketing
Coordinator
Marketing Manager VP of Brand VP of Special
Events
Co-Owner
Franchisee
District Marketing
Chief Executive Officer Manager
Advertising Manager
SVP of Brand Development SVP of Brand Development
Director of Marketing
Director of Advertising

28. Your Program Should be Free

29. Getting to Yes
Free is for me
Don’t give them an excuse to say no
Increase the number of touch points
Be flexible and helpful

30. Growing Your Program
Educate your partner
Establish points of value
Work their circle
It’s about philanthrotunity

31. For More Info

32. For More Info
Send Receipt to Book@Selfishgiving.com for Bonus Materials

33. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
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34. October BPN
Jet-Set Service:
International Corporate Volunteering
Guest Speaker:
Amanda MacArthur
Director of Operations & Practice Leader,
Global Citizenship and Volunteerism
CDC Development Solutions
Thursday
October 6, 2011
10-11 a.m. PT (1-2 p.m. ET)
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