What’s the Difference?Exploring the Convergence of Cause Marketing & CSR                        Craig Bida              Da...
How To Ask Questions•   Type questions into the box on the    right side of the your screen•   Submit via Twitter to    @V...
What’s the Difference?Exploring the Convergence of CauseMarketing & CSRVolunteerMatchBest Practice Network Webinar    Crai...
Social Impact:        A Groundswell of Interest81% of consumers globally expect companies to do more than just         mak...
Growing Expectations,           Declining Trust          91% of the public wants to see  corporations involved inhelping s...
Consumers: A Passion for Cause                           Find cause marketing              88%          acceptable        ...
How should companies respond            ?7
1. Deeply Integrate Social Impact8                                   8
2. Unlock a Cycle of Change        1.   What do you CARE about?        2.   What are you GOOD at?        3.   What ASSETS ...
3. Explore a Spectrum of                        Commitment          Cause          Signature Program        Cause Platform...
Poll #1What are barriers to success that you have experienced indeveloping and executing programs?   •   Money/budget   • ...
4. Communicate Your Commitment         AND Impact       SAY / DO = 1  12
What’s the Difference?Exploring theConvergence of CauseMarketing & CSRDave StangisVice President Public Affairs andCorpora...
Promoting global wellness and nutrition, helping to                         build a more sustainable environment, and hono...
Cause is grounded in our Company mission, links to ourSuccess Model…   …and will leverage our CSR & Sustainability strateg...
CSR Corporate Imperative 2020Destination Goals                         Selected Sub-goals                          Reduce...
Internal Situation Assessment:Summary of Cause Activities (past)                                                 EDUCATION...
Poll #2How many cause activities does your organizationcurrently have?  •   1  •   2  •   3  •   4  •   5+
Best Practice Principles for establishingimpactful Platforms and Cause Areas                                              ...
Working to build a better process• CSR vs. Cause Marketing• CSR as Cause Marketing• CSR informing Cause Marketing• Campbel...
Characteristics we know work• Persistence and Continuity• Action and Senses• Choice• Alignment• Proximity• Reward, Recogni...
Stay InformedBlog:www.VolunteeringIsCSR.orgTwitter:@VM_SolutionsNewsletter:http://www.volunteermatch.org/corporations/reso...
Upcoming Session: Global Oct!Pro Bono Service on Steroids:International Corporate VolunteeringTuesdayOctober 4, 201210-11 ...
Upcoming Session: Global Oct!Planet Brands:Changing Behavior for Sustainable SocialGoodTuesdayOctober 30, 201210-11 a.m. P...
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VolunteerMatch Solutions BPN Webinar: Exploring the Convergence of Cause Marketing & CSR

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September 2012 Best Practice Network Webinar, presented by VolunteerMatch

Session Description:
Cause marketing and corporate social responsibility (CSR) are nearly interchangeable terms today – but this hasn’t always been true. In fact, ask some experts and they’ll have very distinct descriptions of what each means and how they come to life within an organization.

So what has caused these two separate practices to become synonymous? What do these practices look like today? How are these practiced differently from the past?

Craig Bida of Cone Communications and Dave Stangis of Campbell Soup Company discuss the narrowing divide of cause marketing and CSR, and what these practices look like today at companies. Craig and Dave share the latest research and their decades of experience helping to bring social good to companies.


About Our Guest Speakers:
Dave Stangis is Vice President, Public Affairs and Corporate Responsibility for the Campbell Soup Company and President of the Campbell Soup Foundation. Campbell is the world's largest soup manufacturer, and comprises other brands such as Pepperidge Farm, V8, Pace, Prego and Swanson.

Craig is Executive Vice President of Cause Branding at Cone Communications. He brings more than 20 years of experience spanning the private, public and nonprofit sectors – successfully partnering with companies, government agencies and nonprofits to drive business growth, while addressing pressing societal needs.

Most recently, Craig worked for 11 years in marketing at Procter & Gamble, where he led marketing and business strategy on some of the world's leading brands, including Duracell, Braun and PUR.

Published in: Business, Economy & Finance
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VolunteerMatch Solutions BPN Webinar: Exploring the Convergence of Cause Marketing & CSR

  1. 1. What’s the Difference?Exploring the Convergence of Cause Marketing & CSR Craig Bida Dave Stangis EVP, Cause Branding & VP, Public Affairs & Nonprofit Marketing Corporate Responsibility Cone Communications Campbell Soup Company
  2. 2. How To Ask Questions• Type questions into the box on the right side of the your screen• Submit via Twitter to @VM_Solutions using “#VMbpn”• We will pose questions at the end of the presentation• A copy of the sides will be circulated after the event
  3. 3. What’s the Difference?Exploring the Convergence of CauseMarketing & CSRVolunteerMatchBest Practice Network Webinar Craig Bida EVP Cause Branding, Nonprofit Marketing cbida@coneinc.com @craigbida3
  4. 4. Social Impact: A Groundswell of Interest81% of consumers globally expect companies to do more than just make money or support their local communities
  5. 5. Growing Expectations, Declining Trust 91% of the public wants to see corporations involved inhelping solve the problems our nation faces. Low Trust High Expectations 20% Only 2 in 10 Americans have a positive perception of corporate reputation 2012 Harris Interactive 13th Annual Reputation Quotient 2010 Public Strategies Trust Monitor
  6. 6. Consumers: A Passion for Cause Find cause marketing 88% acceptable (vs. 66% in 1993) Have more positive image of a 85% product/company when it supports a cause they care about Would be likely to switch 80% from one brand to another if associated with a good cause 2010 Cone Cause Evolution Study
  7. 7. How should companies respond ?7
  8. 8. 1. Deeply Integrate Social Impact8 8
  9. 9. 2. Unlock a Cycle of Change 1. What do you CARE about? 2. What are you GOOD at? 3. What ASSETS do you have? 4. What will you uniquely DO? 5. How will you MEASURE success?9
  10. 10. 3. Explore a Spectrum of Commitment Cause Signature Program Cause Platform Shared Value MarketingGeneral Mills Avon P&G XylemBox Tops for Education Breast Cancer Crusade Live, Learn and Thrive Watermark 10
  11. 11. Poll #1What are barriers to success that you have experienced indeveloping and executing programs? • Money/budget • Senior level support • Lack of focus • Lack of internal alignment • N/A I haven’t experienced these barriers 11
  12. 12. 4. Communicate Your Commitment AND Impact SAY / DO = 1 12
  13. 13. What’s the Difference?Exploring theConvergence of CauseMarketing & CSRDave StangisVice President Public Affairs andCorporate ResponsibilityVolunteerMatchBest Practice Network Webinar 13
  14. 14. Promoting global wellness and nutrition, helping to build a more sustainable environment, and honoring our role in society from the farm to the familyDRIVE INNOVATIONCONNECT WITH CONSUMERSCREATE A HIGH-PERFORMANCEORGANIZATIONDELIVERY LONG-TERMPROFITABLE GROWTH 14
  15. 15. Cause is grounded in our Company mission, links to ourSuccess Model… …and will leverage our CSR & Sustainability strategy to better engage consumers 15
  16. 16. CSR Corporate Imperative 2020Destination Goals Selected Sub-goals  Reduce energy use by 35% and source 40% of the energy used from renewable or alternative energy sources  Recycle 95% of waste generated globally  Eliminate 100 million pounds of packaging from Campbell products  Make a positive impact in the lives of 100 million youth through our volunteer, community and signature programs 16
  17. 17. Internal Situation Assessment:Summary of Cause Activities (past) EDUCATION / YOUTH HUNGER RELIEF HEALTH COMMUNITY OTHER DEVELOPMENT PEPPERIDGE FARM Cash Donations ~$30k Donations ~$820k Food Donations ~$12.7MM Cause Mktg ~$500k Cause Mktg ~$605k Volunteer Programs ~720hrs Cause Mktg TBD CAMPBELL CANADA Cash Donations $X Donations ~$X Food Donations $250k Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X CAMPBELL USA (Retail & NAFS) Cash Donations $X Donations ~$X Food Donations $ 12.9MM Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X US PLANTS Cash Donations $X Donations ~$X Food Donations $x x Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X CAMPBELL FOUNDATION Cash Donations $X Donations ~$X Food Donations $x Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X CAMPBELL’S CORPORATE Cash Donations $X Donations ~$X Food Donations $x Cash Donations $X Cash Donations $X Volunteer Efforts $Xhrs Cash Donations $1.2MM 17
  18. 18. Poll #2How many cause activities does your organizationcurrently have? • 1 • 2 • 3 • 4 • 5+
  19. 19. Best Practice Principles for establishingimpactful Platforms and Cause Areas PRINCIPLES  Connection of Platform to Company Mission PLATFORMS  Engagement Platform is consumer facing - connects to a consumer insight/desire  Platform is broad, encompassing without being too general  Platform is consistent, enduring (marketing programs are cyclical)  Executive ownership and consistent messaging around the platform  Focus where value can best be created both for society and shareholders CAUSE AREAS •areas where organization has the ability to have the biggest (social) influence •areas that are critical to business activities & business sustainability  Focus on few (3-4) meaningful ‘causes’  Areas of focus cover range from ‘risk management’ to true ‘good citizenship’  Linkage/Integration/Consistency with corporate Foundation, leveraging multi-brand activation 19
  20. 20. Working to build a better process• CSR vs. Cause Marketing• CSR as Cause Marketing• CSR informing Cause Marketing• Campbell’s Strategic Communications Council• Active partnership with Integrated Marketing• Breaking down marketing and brand silos• Leveraging business process 20
  21. 21. Characteristics we know work• Persistence and Continuity• Action and Senses• Choice• Alignment• Proximity• Reward, Recognition, Gratitude• What’s next? 21
  22. 22. Stay InformedBlog:www.VolunteeringIsCSR.orgTwitter:@VM_SolutionsNewsletter:http://www.volunteermatch.org/corporations/resources/newsletter.jsp
  23. 23. Upcoming Session: Global Oct!Pro Bono Service on Steroids:International Corporate VolunteeringTuesdayOctober 4, 201210-11 a.m. PT (1-2 p.m. ET)Guest Speakers:Amanda MacArthurCDC Development SolutionsPascale SejeanPepsiCorpsRegister:https://www1.gotomeeting.com/register/748256360
  24. 24. Upcoming Session: Global Oct!Planet Brands:Changing Behavior for Sustainable SocialGoodTuesdayOctober 30, 201210-11 a.m. PT (1-2 p.m. ET)Guest Speaker:Lucy SheaCEO, FuterraRegister:https://www1.gotomeeting.com/register/249145272

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