Lead With Social Impact: 6 Steps to a Powerful Social Impact Marketing Strategy

6 Steps to Creating Your Strategy

Use the Chat to ask questions

Introduce yourself!

• Why lead with social impact

• Connecting with Moms & Millennials

• 6 Steps for creating & measuring a strategy

• Good (& not so good) campaigns & lessons

We deepen connections

between companies & their

community partners,

nonprofits, & members

using the power of social

media

Sandra Morris is a marketing

strategist, product specialist,

nonprofit board member, and a

seasoned speaker on topics including

corporate social responsibility,

leadership, and social media.

Prior to founding CafeGive, her roles

including CIO for Intel Corporation

and Senior Executive and VP of

Consumer Images Services for

Kodak.

Employee engagement

Fundraising for a cause

Cause awareness

Corporate giving

Co-branded products

Point-Of-Sale

brands

engage in

cause

marketing

Brand

Differentiation

Talent Engagement

& Retention

Financial

Advantage

Closer Connection

to Consumers

consumers wish more products, services, & companies supported causes

consumers would switch brands to ones that support causes

83%

91%

MOMS

86% of mothers want to know that the

brands they purchase are supporting their

communities

66% of moms have purchased a product

online because it was associated with a

cause

2010 CONE Communication Study

2010 CONE Communication Study

Make your social impact

part of marketing umbrella

Who are your customers?

Who do you want to reach?

What are they passionate about?

How & where can this align with business goals?

Photo Contest new product launch

Social Impact Reporting compliance,

CSR reporting

What are we known for?

1. Target 2. Disney 3. Dawn

Make them SMART

SPECIFIC

MEASURABLE

ACHEVABLE

REALISTIC

TIME-BOUND

3. Set Goals

Bank of America - Give a Meal

Network for Good/Zoetica cause marketing best practices survey

Whatever tactic you choose, tell a compelling story

Google – Google Grants

4. What do we do?

Target, Feed USA

1. Prometheus Real Estate Group

2. Verity Credit Union & BikeWorks

3. UPS Store and Marine Toys for Tots

How will you know when you’re successful?

How will you know when you’re not?

What’s good enough?

What’s great?

Social Impact KPIs – Depend on goals

Reach & impressionsShare of consumer

heart & market

Mentions, UGCBrand affiliation

with a cause,

shares

The Dougy Center: Donations, awareness

Regence BlueCross Blue Shield of Oregon: Engagement with

fans, build fanbase, brand perception

Pro Photo Supply: Engagement with monthly photo contests

Strategy Fail Or when “good” marketing

goes wrong

When “Good” Marketing Goes Wrong

- Lead with Social Impact-

1. Patelco Credit Union

- Lead with Social Impact-

1. Walt Disney Company

1. Who will we reach & what do they care about?

2. What causes are the best “fit” with your audience

& brand?

3. How will this align with your business strategy &

goals?

4. Who makes sense as a partner? (nonprofits,

businesses, celebrities)

5. How will we know if it’s successful?

6. How can I turn this into a point of differentiation –

how will I “lead with social impact?”

Questions? Feedback?

Contact Sandra at sandra@cafegive.com

@cafegive

CafeGiveSocial