Corporate Cause PromotionPersuading Consumers to Join Your Company in a Good Cause

Presented to: Mr. Syed Usman Lutfi

Presented By: Anjum Iqbal

Corporate Cause Promotion

• A corporation provides funds, In-kind contributions or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation or volunteer recruitment for a cause.

Company Interest

• Generate consumer traffic • Sales• Increased loyalty • Motivate employees and trade partners.

Communication Objectives

1. Building awareness and concern about a cause by presenting motivating statistics and facts.

2. Persuading people to find out more about the cause.

3. Persuading people to donate their time.

Nestle Water Group

4. Persuading people to donate money

Toyota Partner

5. Persuading people to donate nonmonetary resources

6. Persuading people to get involved, such as participating in a fundraising walk, fundraising activity.

Walk For Kids ~ Ronald McDonald House Charity Event

Potential Concerns with Cause Promotion

1. Visibility for the business can get lost.2. Most promotional materials are short

term.3. Tracking total investments and return on

promotional investments can be difficult.4. This approach requires more time and

involvement than writing a check.5. Promotions can be copied, diminishing

their competitive advantage.

Developing a Cause Promotion Campaign Plan

1) Target audience2) Communication objectives3) Benefits to promise4) Openings 5) Positioning and requirements6) Campaign goal

Examples

McDonald’s has extended its support to Roshni Homes Trust by joining hands with its Kifalat Program for education of orphan children as a part of its CSR initiative.

• Nestle has started a Program with title, NUTRITION HEALTH AND WELLNESS PROGRAM for the kids of the age 6-16 Nestle healthy kids program Pakistan started in 2010 to raise awareness related to nutrition, health and wellness. Nestle reached 30,000 students across 30 schools in Pakistan in collaboration with Care Foundation in 2012.

• Shell teamed up with Layton Rahmatullah Benevolent Trust (LRBT) to run a Flood Relief Campaign at its retail stations in Karachi, Lahore and Islamabad last year.

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