Cause Marketing:Aligning Business Strategy with Positive Social Impact

Impact your business and the world. What do you stand for?

Consumers, employees, business partners, investors, and the

community all want to know. Cause branding is an essential part of

building a trustworthy connection with a brand, but must be built on

more than just emotion. Consumers are informed, markets are more

cluttered, and impacting meaningful social change is a must.

Cause Marketing began 25 years ago when American Express embarked on a simple

marketing initiative. The company partnered with one of the country’s preeminent

landmarks, The Statue of Liberty. Each time a consumer used his or her American

Express card during the 3 month campaign one penny was donated to the restoration of

the historic site and for each new card application American Express donated $1.00.

The company contributed 1.7 million to the Statue of Liberty restoration. Card usage

increased by 27% and new applications grew by 45%. Through this campaign American

Express coined the term “Cause-Related Marketing” which had evolved from a

marketing tactic to a powerful business strategy.

The Birth of Cause Marketing

Past. Present. Future. The 25th Anniversary of Cause Marketing.

www.coneinc.com

•National Blood Donor Month

• Cervical Cancer Screening

• Glaucoma Awareness

• Birth Defects Prevention

• Thyroid Awareness

Only 38 percent of the U.S. population is eligible to donate blood – less than 10 percent

do annually.

**W Riley, et al. The United States’ potential blood donor pool: estimating the prevalence of donor-exclusion factors on the pool of potential donors. Transfusion 2007.

• Heart Health

• National Children’s Dental Health

• Kids Ear, Nose & Throat Health Month

Over 40% - 50% of children will

be affected by tooth decay

before age 5.

Healthy Smiles Healthy Children -The Foundation of the American Academy of Pediatric Dentistry

Past. Present. Future. The 25th Anniversary of Cause

Marketing.

• National Chronic Fatigue Syndrome Month

• National Colorectal Cancer Awareness

• Save Your Vision Month

• American Red Cross Month

•Multiple Sclerosis Education and Awareness

• National Nutrition Month

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• Cancer Control Month

• Counseling Awareness Month

• Alcohol Awareness Month

• National Autism Awareness Month

• National Occupational Therapy Month

• National Donate Life Month

• Sexual Assault Awareness Month

• Foot Health Awareness Month

• National Child Abuse Prevention Month

Each organ and tissue donor saves or improves the lives of as many as 50 people. Giving the "Gift of Life" may lighten the grief of the donor's own family. Many donor families say that knowing other lives have been saved helps them cope with their tragic loss.

-www.organdonor.gov/donatelife

• National Child Abuse Prevention Month

“Companies must be willing to not only sell or communicate, but to also listen and educate.”

-www.coneinc.com

Melanoma, the most serious type of skin cancer, will account for about 68,720 cases of skin cancer in 2009 and most (about 8,650) of the 11,590 deaths due to skin cancer each year.

-www.cancer.org

•Mental Health Month

• Healthy Vision Month

• National Stroke Awareness Month

• National Osteoporosis Awareness and Prevention Month

• National Trauma Awareness Month

• Skin Cancer Awareness Month

• Asthma and Allergy Awareness Month

• National High Blood Pressure Education Month

• Fibromyalgia Education and Awareness Month

• National Arthritis Month

•National Scleroderma Awareness Month

• National Aphasia Awareness Month

• National Scoliosis Awareness Month

• Home Safety Month

-Older adults, both men and women, experience the highest rates of unintentional home injury death among all age rates of unintentional home injury death among all age groups, with those over the age of 80 years experiencing death rates more than 20 times greater than their younger counterparts.

-The top five leading causes of nonfatal unintentional home injury are falls, struck by/against, cut/pierce, overexertion, and poisoning; these account for about 80% of all these injuries. Of these, falls account for 41.2% of all nonfatal unintentional home injuries.

-Across all ages, males experience substantially more fatal unintentional home injuries than females (63% versus 37%).

-Females experience slightly more nonfatal home injuries than males (53% versus 47%).

-www.homesafetycouncil.org

•Juvenile Arthritis Awareness Month

• UV Safety Month

• Bioterrorism/Disaster Education and Awareness

Recent studies have shown that prolonged exposure to the sun's invisible,high energy ultraviolet rays without protection may cause eye conditions that can lead to vision loss, such as cataracts and age-related macular degeneration. During the summer months the level of ultraviolet radiation is three times greater than in the winter.

-American Academy of Ophthalmology

Sunglasses, More Than a Fashion Statement

•National Immunization Awareness Month

• Psoriasis Awareness Month

• Eye Injury Prevention Month

•Spinal Muscular Atrophy Awareness Month

• Cataract Awareness Month

We don't vaccinate just to protect our children. We also

vaccinate to protect our grandchildren and their

grandchildren. If we keep vaccinating now, parents in the

future may be able to trust that diseases like polio and

meningitis won't infect, cripple, or kill children.

Vaccinations are one of the best ways to put an end to the

serious effects of certain diseases.

- www.cdc.gov

We vaccinate to protect our future.

•Leukemia & Lymphoma Awareness Month

• National Alcohol & Drug Addiction Recovery Month

• National Cholesterol Education Month

•National Ovarian Cancer Awareness Month

• Attention Deficit Hyperactivity Disorder Month

• Fruits and Veggies More Matters Month

• Pediatric Cancer Awareness Month

• Healthy Aging Month•

High blood cholesterol affects over 65 million Americans.

It is a serious condition that increases your risk for heart

disease. The higher your cholesterol level, the greater the

risk. You can have high cholesterol and not know it.

Lowering cholesterol levels that are too high lessens your

risk for developing heart disease and reduces the chance of

having a heart attack or dying of heart disease.

-National Heart Lung & Blood Institute

• Breast Cancer Awareness Month

•Domestic Violence Awareness Month

• Healthy Lung Month

• National Physical Therapy Month

• Sudden Infant Death Syndrome Awareness

• Health Literacy Month

• National Brain Injury Awareness Month

• National Down Syndrome Awareness Month

• National Liver Awareness Month

• Disability Employment Awareness Month

• Depression Education & Awareness Month

In 2009, about 1,910 cases of breast cancer are expected to occur among men, accounting for about 1% of all breast cancers. In addition, approximately 440 men will die from breast cancer.-www.cancer.org

•American Diabetes Month

• Lung Cancer Awareness Month

• Pancreatic Cancer Awareness Month

November is American Diabetes Month®—a time to shine a spotlight on a

serious disease that leads to potentially life-threatening complications

such as heart disease, stroke, kidney disease, blindness, and amputation.

Consider that:

-24 million children and adults in the United States live with diabetes

-57 million Americans are at risk for type 2 diabetes

-1 out of every 3 children born today will face a future with diabetes if

current trends continue.

-American Diabetes Association

According to a 2008 study done by Cone, despite the economic turndown, 52% of

Americans feel companies should maintain their level of financial support of social and

environmental causes and nonprofit organizations. Twenty-six percent have set the bar

even higher for companies, expecting them to give more in these trying times.

91 91 Percent of Americans believe that

companies should tell them how they

are supporting a cause.

Only 58% believe companies are

providing enough details about

their cause marketing efforts.

-www.coneinc.com