Download - cause-marketing-8383007
Partnering with Nonprofits to Strengthen Your Brand
Cause Marketing and Corporate Social Responsibility
WARNING
What lies ahead is not for philanthropic planning.
I’m not presenting ideas to “give money away” without expecting some form of ROI.
WHAT IT’S NOT
WARNING It’s all about building partnerships with other organizations to support your corporate branding, reaching new targets, building sales, supporting HR goals and recruiting or augmenting your social responsibility (CSR) strategies. It’s about supportingyour company and community.
WHAT IT’S ABOUT
WHAT WE’LL TALK ABOUT TODAY
• What is CM and CSR? • What Are the Benefits – Corporate/Nonprofit• Developing the Partnership• What Are the Resources for Both Partners• Getting Started: How to Reach Your Audience• Let’s Talk Green• Case Studies• Inspire Support• Our Conversation
WHAT’S UP
“What’s it all about?”
A win-win relationship between companies and causes that support community building efforts while providing positive community, HR and marketing ROI for the company, and expanded awareness and mission-related resources for nonprofit organizations.
CAUSE MARKETING
IT’S A MARRIAGE
A.R.T.: IT’S A MARRIAGE
CAUSE MARKETING
BENEFITS TO YOUR COMPANY
THE BENEFITS
Here’s What’s Being SaidBenefits of Cause Marketing
“Cutting-edge innovation and competitive advantage is a result of weaving social and environmental considerations into business strategies.” (CEO, Hewlett Packard)
“A vested interest in the well-being of our community ties directly to the company’s long-term business objectives. Community relations activities add luster to our brand. (President, American Express Foundation)
CAUSE MARKETING
What are the areas where partnerships canbenefit your company?
• Increase company awareness • Differentiate services/products from competition • Improve public and investor relations• Promote corporate philanthropic efforts• Increase sales and gain market share against competitors• Employee recruitment, employee retention• Strengthen customer retention• Effectively target and reach new markets • Increase opportunities and quality of volunteer opportunities• Boost employee moral and employee engagement• Increase return on marketing investment • Generate awareness and revenue using non-traditional marketing approach• Strengthen trust and credibility in the company and its brand
CM BENEFITS FOR YOU
UNDERSTANDING YOURPARTNER’S NEEDS
FORMING A PARTNERSHIP
The CorporationBrand awarenessSalesEmployee relationsCommunity relationsCEO as brandPublic affairsPublic relationsCrisis communicationsCatching up on a trendSales
THE PARTNERSHIP
The NonprofitFundsBrand awarenessVolunteersNew donorsIn-kindEvent SupportPublic relationsBoard membersNew corporate contacts
Understanding Your Partner’s Needs
RESOURCES FORCAUSE MARKETING
PARTNERS
RESOURCES
Resources of Cause Marketing Partners
For Corporate Partners
• Marketing, advertising, PR and promotional budgets and schedules• In-kind contributions of goods and services: technical, intellectual• Co-brand the cause through company marketing efforts• Allocate a percentage of sales to the nonprofit partner, or other
business-building and awareness-building strategies.
• Provide volunteer opportunities for employees to assist nonprofit partner• Provide nonprofit and trust to nonprofit partner• Open doors and provide access to business contacts, knowledge and
new technology to support nonprofit business operations• Hands-on labor, administrative, fund-raising• Contacts to help secure media and other promotional partners
YOUR RESOURCES
Resources of Cause Marketing Partners
For Nonprofit Partners
• Ability to invest in marketing, advertising and promotion for select corporate partners• Access to in-kind contributions of goods and services to support
corporate community positioning and marketing efforts• Promote brands that allocate a percentage of sales or other business
building elements• Engage corporate employees as volunteers to assist communities and
build positive morale and HR benefits• Distribution of company messages or materials to new audiences, many times at a lower cost than using traditional media • Provide access to new or expanded target markets• Access to new audiences through events, web site and databases• Lend credibility and trust to corporate partner bridge to the
community
RESOURCES FOR THE NONPROFIT
PLANNING YOURSTRATEGY
PLANNING
PLANNING
Developing Your Plan
Step 1. Build the case for cause marketing in your organization.
Step 2. Conduct audit of your internal resources and marketing assets.
Step 3. Situation analysis – what the playing field looks like.
Step 4. Develop Strategic Relationships. 2 + 2 = 7.
Step 5. Evaluation. ROI.
THERE’S MORETO GREEN THAN DOLLARS
PLANNING
North County Trade Tech High SchoolA green-build tech academy for building sustainable futures. Preparing leaders for the building and construction industries
Architecture for HumanityArchitecture for Humanity is a nonprofit design-services firm founded in 1999. We are building a more sustainable future through the power of professional design
San Diego Regional Economic Development CorporationEDC promotes environmentally sustainable practices in the community
La Maestra Community Health CenterBuilding a LEED Gold-certified health center in City Heights
California Center for Sustainable Energy Public service for community, green-building assistance
The Frederick P. Rose Architectural FellowshipTo inspire and nurture a new generation of architects as lifelong leaders
GREEN NONPROFITS
Children Nonprofits
Big Brothers, Big SistersNational
Boys and Girls ClubsNational
Junior Achievement of the Palm Beaches Regional
San Marcos Girls SoftballRegional
Campfire San Diego & Imperial County Regional
OTHER NONPROFITS
CASE STUDIESCause Marketing Campaigns
STUDIO 2055
CASE STUDIES
STUDIO 2055Cause Marketing Campaigns
• San Diego Performing Arts League• Bravo San Diego• Mental Health Systems, Inc.• California Walk For Recovery
CASE STUDIES
SAN DIEGO PERFORMING ARTS LEAGUEBRAVO SAN DIEGO
Probono Contribution:• Creative, Advertising Director, Branding, Design• Fund Raising• Board Participation
SAN DIEGO PERFORMING ARTS LEAGUEBRAVO SAN DIEGO
• Secured donated advertising space• Benefitting companies and cause
SAN DIEGO PERFORMING ARTS LEAGUEBRAVO SAN DIEGO
Raised $350,000 for the arts benefitting community arts groups:
• Fern Street Circus• Malashock Dance• San Diego Symphony
MENTAL HEALTH SYSTEMS, INC.CALIFORNIA WALK FOR RECOVERY
Raised $260,000 for mental health services in San Diego
MENTAL HEALTH SYSTEMS, INC.CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY
Three Public Works Projects• Creative Director• Illustration, Project
Management
MENTAL HEALTH SYSTEMS, INC.CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY
Three Public Works Projects
MENTAL HEALTH SYSTEMS, INC.CITY OF SAN DIEGO, CITY OF OCEANSIDE, NATIONAL CITY
Benefitting at-risk families and children
CELEBRATING 25 YEARS
SMART THINKING + CREATIVE SOLUTIONS1985 – 2011