ama cause marketing

Profit with a Purpose:Doing Well & Doing Good

Katya AndresenCOO, Network for Good

@KatyaN4Gnonprofitmarketingblog.com

Get the Guide: Networkforgood.org/causemarketing

Why this stuff matters right now

Companies

Consumers

Companies

Consumers

THE SEISMIC SHIFTFragmentationFilteringPFKATA are in control

We are being ignored.

Photo: LifeHacker

Causes need help

The Triple Value Proposition*

*BBMG

Practical: What is in it for me?

Tribal: What is in it for my circle?

Individuals conform their beliefs about disputed matters of fact to values that define their cultural identities.

Cultural cognition

Social: What is in it for we?

Warmth + Competence for Brands

“CSR is dead, long live CSR!”Social good + marketing

How do you do it?

Check the 4 basics first.

1. Suitability

2. Authenticity

3. Transparency

4. Selling Point

Check? OK, now set goals.• Who’s the audience, taking what action?• What will be the result for your brand?• For the cause?

Make sure you have a supportive environment.• Within your company• Community of consumers

Frame the campaign

Choose the campaign design• Crowdsourced voting• Matching grant• Social action• Issue awareness

Inspire action• Easy• Urgent• Incentives• Participatory

Disaster preparedness• Japan• Joplin

About partnership

www.NetworkforGood.org/partner

Giving Partner of Choice: We Power…

www.NetworkforGood.org/partner

Engagement Solutions for Good Enable Donations to 1.2M Charities Reward Your Audience with Charity Add Charity to Your Social Strategy Get Consumer & Employee Insights

www.NetworkforGood.org/partner

Examples of Engagement Solutions for Good in Action