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Why and How "Being Good" Pays
The document highlights the growing trend of corporate and nonprofit partnerships through cause marketing, predicting an increase in sponsorships from $1.92 billion in 2015 to $2 billion in 2016. It cites several case studies demonstrating the impact of social enterprise initiatives, including significant community engagement and social media growth. The text emphasizes that consumers and employees increasingly prefer businesses with social responsibility, seeking partnerships that foster positive societal change.
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Why and How "Being Good" Pays
- 1. Why and How "BeingGood"Pays Case studies featuring the commercial rewards of social enterprise and cause marketing for publishers BISG Making Information Pay 2016
- 2. Cause Marketing Snapshot Corporate/nonprofit partnerships aregrowing. Cause sponsorships are expected to increase from $1.92 billion in 2015 to $2 billion in 2016. Consumers have embraced the idea of doing well by doing good. 71% of consumers have participated in a point-of-sale donation 90% of consumers say they would switch brands to those associated with a cause, given comparable price and quality Current and potential employees are looking for a chance to make a difference. Six of ten Millennials say a sense of purpose is the reason they chose to work for their current employer. A majority of employees say work that allows them to contribute beneficial change to the world is essential to their happiness.
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- 5. BISG Making InformationPay May 2016 5 Media For A Better World Little Pickle Press + Kids for Peace’s The Great Kindness Challenge (January 5, 2016 through May 1, 2016) #BeKind IMPACT • Offered free ebook and discussion guide to 8,000+ schools • Over 5 million students participated in 61 countries and all 50 states • Helped inspire more than 250 million acts of kindness • Expanded our social media reach 570% Brand Partnership Case Study + • Donated 15% of net sales • Net sales $11,721 • Donation to The GKC $1,758 • Demonstrated commitment to mission of fostering kindness • Raised profiles of all stakeholders • Garnered national media coverage: PW, the Independent & Foreword Reviews
- 6. BISG Making InformationPay May 2016 6 Media For A Better World Little Pickle Press + Cabot Creamery Cooperative + ONE Campaign (March 2, 2015 through December 31, 2015) #BCorps4ONE IMPACT • Expanded social media reach by 8M+ • Increased house list by >75% over previous 10 months • Donated 15% of net sales • Net sales $30,356 • Donation to ONE $4,553 Brand Partnership Case Study + + • Monetized a backlist title • Leveraged B Corp synergies • Aligned content with cause • Garnered national media coverage: PW, the Independent, B Hive & CCC’s Beyond the Book • Forged new partnership with Cabot and KaBoom! for our Farm2Table app
- 7. Penguin Random House Lavanya Narasimhan AssociateNational Accounts Manager Emily Smolarek Associate National Accounts Manager Co-chairs of the #GiveABook holiday campaign
- 8. By the Numbers •Ran from Nov 16 – Dec 24, 2015 • Donated a total of 50K books (increased from 35K) • Reached over 47K hashtags • Website had: • 14,000+ page views • Almost 10K unique visitors • Giving Map featured over 700 stores • Including 650 B&N stores and 60 independents • 1,300+ unique visitors • FB Community: 6,700+ Likes • + 3400 likes from PY • Twitter: 2,100+ followers • +800 followers from PY • 500 consumers signed up for GiveaBook email updates and publisher e-newsletter
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- 10. Firs Book Reachand Impact 3 million children annually 140 million books and resources provided 250,000 educators serving kids in need Pilot book distributions in 30 countries Established award-winning presence
- 11. Cause Marketing Overview ChandlerArnold | carnold@firstbook.org
- 12. HowTo Make ItWork and Measuring Success BISGMaking Information Pay 2016
- 13. BISG Making InformationPay May 2016 13 Media For A Better World Story Theme/Value Corporate Partner Non-Profit Beneficiary Celebrate diversity Writing is powerful Be safe Be green Everyone has value Brand Partnerships: Aspirational
- 14. BISG Making InformationPay May 2016 14 Media For A Better World Story Theme/Value Corporate Partner Non-Profit Beneficiary STEAM Growth mindset A smile can change the world Fostering entrepreneurship Yes We Are! Respect all families Brand Partnerships: In Process
- 15. BISG Making InformationPay May 2016 15 Media For A Better World Story Theme/Value Corporate Partner Non-Profit Beneficiary End hunger Be healthy The power of kindness _ Celebrate diversity _ Be compassionate _ Brand Partnerships: Achieved
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- 17. Four options forcause marketing partnerships Book donations based on a purchase at retail Option 1: Book donations based on a monetary donation Option 2: Book donations based on social media activation Option 3: FIRST BOOK PARTNERS WITH PUBLISHERS TO SUPPORT BOOKS AND AUTHORS Book donations based on event activation Option 4: Cause-marketing partnerships require regulatory compliance, as detailed in the following examples
- 18. Who Doesn’t Love Dogs? Elementsof a successful cause marketing partnership • For profit partner: Surf-Style • Not-for-profit partner: BARC (Baldwin County Animal Rescue Center) • Venue:The Hangout • Audience: Millennial music festival goers • Record-breaking day of donations for the charity • Hundreds of social media interactions • Onsite advertising and goodwill • Direct sales at nearby location
- 19. From Beach to Books Elementsof a successful cause marketing partnership For profit partner • Publisher, Dog Book Author Not-for-profit partner • Local Animal Shelter Venue • State Book Festivals Audience • Power readers (Dog lovers) • Author is a hero to readers • Publisher is a hero to author • Readers connect personally with author/publisher over shared cause • Customers, sales grow • Staff has most fun ever at a book signing
- 20. Want to know more? LittlePickle Press Rana DiOrio rana@littlepicklepress.com Penguin Random House Lavanya Narasimhan lnarasimhan@penguinrandomhouse.com Emily Smolarek esmolarek@penguinrandomhouse.com First Book Chandler Arnold carnold@firstbook.org Mockingbird Publishing Ashley Gordon ashley@mockingbirdpublishing.com Ask us BISG Making Information Pay 2016
Editor's Notes
- #6 Offered free Kind ebook to more than 6,000 schools Over 5 million students inspired over 250 million acts of kindness MISSION Align content with cause to: • Increase retail sales • Improve customer relations • Increase online community membership and engagement • Promote awareness and expand membership of The Great Kindness Challenge STRATEGY: Leverage LPP social community and that of Cabot and ONE to sell The Cow, generate leads, and convert new fans/customers of LPP. Featured homepage and social media modules Multi-channel social media & blog posts October 2015 blog theme: “Cooking With Kids” theme with spotlight on The Cow Raises profiles of all organizations Demonstrates commitment to mission Grows retail traffic Aligns Content with Cause Gives backlist new life
- #7 STRATEGY: Leverage LPP social community and that of Cabot and ONE to sell The Cow, generate leads, and convert new fans/customers of LPP. Featured homepage and social media modules Multi-channel social media & blog posts October 2015 blog theme: “Cooking With Kids” theme with spotlight on The Cow Raises profiles of all organizations Demonstrates commitment to mission Grows retail traffic Aligns Content with Cause Gives backlist new life
- #11 Teresa