Cause Marketing & Corporate Partnership

PRESENTED BY: BRIAN HAWKINS

CATALYST Cause Marketing

CauseMarketing@me.com

Friday, June 3, 2011

Beginning to BeginningStep by Step Approach to Building a Cause Marketing Partnership

Determine Your Organizational Needs -- Awareness & $$$

Establish Your Goals – What do You Hope to Achieve

Take Stock of Your Assets – Outreach, Internal & External

Define Your Publics – Who You Reach & Serve

Research & Target Partner Matches – Medias, Companies

Research & Contact Decision Makers – Their Goals?

Develop & Present Proposal to Decision Makers

Secure a Yes! Now the Real Work Begins!

Speaking from Experience

Cause Marketing Agency Work Since 1993

Cause Marketing Professor at UCSD Since 2003

Determine Awareness & Fundraising Needs

Who do you need to reach?

Who do you want to serve?

What are your shortcomings?

What do you excel at and want to share?

How can a partnership help?

Establish Your Goals – What do You Hope to Achieve

Clearly define your mission and vision

Who will be better off should your program proceed?

How will those directly served benefit?

How will the community also benefit?

Determine realistic milestones

Take Stock of Your Assets – Outreach, Internal & External

Whom you serve

Methods of outreach

Audiences you reach

Touch points such as mail, email, direct interaction

Impacts and outcomes

Define Your Publics – Who You Reach & Serve

Directly Impacted…

Demographic – Recipients

Mapping – Service area

Indirectly Impacted…

Community at large

Supporters

Research & Target Partner Matches – Medias, Companies

Search for media and companies with common targets

Shared mission and vision

Target medias and companies with related business

Match employee profile with your work

Compare messages and see if they are synchronous

Secure Media Partners!

Begin with an open dialogue

Present your goals and the benefits that you offer

Compare target consumers and companies

Brainstorm ways to blend mission and messages

Consider benefits including spokespersons and content

Create a synchronous message and overall theme

Build a collaborative package of benefits

Compare who and how to contact and present to corp.

Research & Make Contact with Decision Makers – Their Goals?

Marketing

Media

Community Relations

Human Resources

Advertising & Public Relations Agencies

Share Holders

Develop & Present Proposal to Decision Makers

Introduction – The Organization

Concept Description – The Big Idea

Communities Served – Who Benefits

Partner Roles & Responsibilities – Who Does What

Partner Benefits – List for All Partners

Media & Promotion – Getting the Word Out

Outcomes – Desired End Results & Metrics

Now the Real Work Begins!

Ramping Up for Partnership Implementation

Establish Metrics – Valuation (See AMA Valuation Study)

Program Planning and Development

Marketing and Media

Outreach and Program Follow-Through

Ongoing Measure of Success and Fulfillment

Track Media, Consumer and Press Coverage

Archive All Program Outcomes and Community Impacts

Create a Program Completion Synopsis

Ramping Up for Partnership Implementation

Team on deck – program, fulfillment, marketing

Actionable plan – roles, responsibilities and timeline

Create a communications protocol with partners

Keep data and information flowing

Engage key team members as new opportunities arise

Establish Metrics

Measureable outcomes established to include:

Partner goals – non-profit, media and corporate

Communities served – demographics included

Services or output from the program – what is delivered

Awareness – marketing, media and PR coverage

Gauge feedback using direct contact and social medias

Program Planning & Development

Involve key partners in program implementation

Incorporate key constituents served in development

Establish team reporting on progress

Organically grow, the best programs evolve

Maintain ongoing and regular reporting

Marketing & Media

Begin with medias controlled by each partner:

Non-profit internal communications – donors and support

Non-profit external communications – recipients

Non-profit contact – email, newsletters, website

Non-profit medias – traditional and social medias

Media partner(s) – packaged media and PR efforts

Corporate partner(s) – customer interaction, POS, POA

Corporate partner(s) – product and service engagement

Outreach & Program Follow-Through

Maximize services, awareness and outcomes

Involve partners (media and companies) employees

Gauge feedback from recipients and partners alike

Engage partners in delivering and promoting success

Incorporate feedback in evolving program change

Ongoing Measure of Success & Fulfillment

Gauge and chronicle feedback through:

Recipient partner communications

Website feedback

Emails and letters

Traditional media coverage

Social media postings, tweets, (chatter)

Track Media, Consumer & Press Coverage

Enlist the assist of media and corporate partners

Use campaign name searches online

Use ‘clipping’ services for traditional and new medias

Chronicle and share the good and bad (no rug sweeps)

Work with medias, ask them to send you coverage

Incorporate and promote coverage via social medias

Archive All Program Outcomes & Community Impacts

Keep track and archive all outcomes

Record particularly notable successes

Share triumphs as well as challenges with partners

Chronicle challenges and associated changes made

Keep your numbers maintained and consistent

Create a Program Completion Synopsis

Invest time in creating a thorough review

Present in a complete, concise and visual presentation

Match outcomes with goals and promises

Include screen shots and links to community and media

Create a positive momentum for next year and beyond!