Cause Marketing Overview

Also called cause-related marketing,

a partnership between a for-profit company and a non-profit organization which

• increases the company's sales while

• raising money and visibility for the cause

Cause Marketing. . .

“Corporate Philanthropy” the giving (without expectation of direct corporate gain) of

charitable financial and in-kind grants by companies or their corporate foundations.

“Corporate Social Responsibility” driving corporate growth and profit while also pursuing

societal good

Cause Marketing is not….

• Greater awareness for company product or service

• Increased sales

• Access to new audiences

• Competitive advantage

• Increased brand image and awareness

• Higher employee retention

• Highlight to be used in employee recruiting

• Opportunity for new strategic partnerships

• Technical expertise from nonprofit partners

• Training and development opportunities for upcoming company

leaders and staff

Benefits of Cause Marketing

Source: CauseMarketingForum.com

According to Cone’s 2010 Cause Evolution Study:

83% of Americans wish more of the products, services and retailers they use would support causes.

61% are willing to try a new brand or one they’ve never heard of if associated with a cause.

And according to Edelman’s goodpurpose Study 2010:

Nearly 2/3 of global consumers believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business.

Consumers are Definitely Interested

Build Awareness•Message campaigns focus on leverage the brand’s voice to share a specific cause-focused message.•Events can raise awareness via volunteerism, clean-ups, health fairs, etc

Take Action•Social Media has awakened the consumers desire to spread the word or sign up to persuade elected officials and companies to take action•Brands can encourage/promote participation in a run/walk or ask for personal pledges to demonstrate commitment to the cause

Make a Donation•Transactional campaigns trigger a business donation upon point of purchase•Online microsites or social media platforms can be used to create brand donations and/or encourage consumer donations. •Licensing - use of a nonprofit in exchange for a licensing fee by the brand

Types of Cause Marketing Campaigns

CREATE SHARED VALUEAwareness/Funds for partner

Brand preference

Strategic Intersection

Brand/ Company

Non-profit/ Cause

Steps for Developing Cause Marketing Program

Strategic Fit

ReadinessAssessment

Level of Commitment

PartnerIdentification

Program Details

Execution

Linda’s Experience in Cause Marketing

Coca-Cola Polar Bear Support FundDeveloped and managed a 3 year partnership with WWF that raised over $750,000 to support polar bear conservation and education. Created a microsite on company website. Developed Employee Education series to encourage positive environmental behavior at holidays. Worked with MyCokeRewards to raise consumer funds.

FIFA World Cup Clean Water Scores GoalsIntegrated sustainability into the brand’s largest marketing campaign. This campaign ran in 15 countries, amplifying the Coca-Cola Africa Foundation’s efforts, in conjunction with GETF, to bring clean drinking water to communities in need and raising funds for water access projects in Africa.

International Coastal Cleanup Employee Volunteerism Worked with the global campaign leader to optimize communication. Led the local office cleanup by recruiting and briefing volunteers as well as capturing and reporting results.

Need help in developing a cause marketing campaign that delivers value for your

brand/company?

Contact me at lindamrogers101@yahoo.com or 713-303-2730