Cause promotion

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  • 1. Cause Promotion
    M. RizwanMemon
    M. SameerMirjat

Includes the contents of the book
Corporate Social Responsibility
by Philip Kotler and Nancy Lee
3. What is Cause Promotion?
Defined as:
In a 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.
4. Cont.
Persuasive Communication is mostly used:
To persuade potential donors
Volunteers to contribute/Participate in the cause
5. Cont.

  • Approaches:

Most commonly Corporations are approached to contribute to a cause promotion being developed by a non-profit organization.
In some cases, the corporation decides to support a social cause and then reaches out to partners supporting the cause.
But in a few cases, the corporation may go it alone, developing and managing the campaign internally.
6. How is it different?
Cause related Marketing:
Contributions and support are not tied to company sales of specified products.
Social Marketing:
Focus is not on influencing individual behavior change.
Employee Volunteering:
Involves more than just participation of employees/volunteers.
7. What are the Keys to Success?
9. Video
Gift the Gift of sight
10. When Should a Corporate Cause promotion initiative be considered?
When a company has easy access to the target markets.
British Airways Change for Good
PETsMARTs Animal Adoption
PARADE magazine for generating interest in bake sales
11. 12. When the cause can be connected and sustained by a companys products.
The Body Shops product labeling
Ben & Jerrys new flavor and packaging.
When employee involvement will support the cause.
Wal-Mart in support of Childrens Miracle Network
LensCraftersin delivering eyeglasses to needy
13. When a company wants to limit its involvement and commitment to raising awareness and concern VERSUS the often more difficult effort of changing behavior.
When theres a co-branding opportunity.
Aleve with the Arthritis Foundation
14. Developing a Cause Promotion campaign plan
Target Audience
Communication objectives
What benefits to promise
Positioning and requirements
Campaign goals
Includes an online article named 10 types of Cause Promotion
16. 1. The Proud Supporter Method
When a company gives a flat donation to a cause/nonprofit organization, and the donation is not tied to sales of a product or action by the consumer. Cone refers to this as the proud supporter method because this language often accompanies this type of cause promotion on the package.
18. Pro: Longer shelf life because its not directly tied to individual sales
Con: Passive consumer engagement no compelling call-to-action to drive engagement
19. 2. Donation with Purchase
When a donation is triggered for each specially marked package sold during a pre-determined timeframe. The donation may vary and may be described in terms of a percentage or dollar amount of each product. A funding cap is generally associated with this type of promotion.
21. Pro: Opportunity to track sales and sales lift
Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.)
22. 3. Donation with Label or Coupon Redemption
When a company makes a donation for every code/label provided through purchase and redeemed in-store or via mail. It is not the sale itself which triggers the donation, but the supplemental action.
24. Pro: Ability to track consumer reaction to promotion and resulting sales lift
Con: Some consumers are dissuaded by need to take an extra step
25. 4. Donation with Online Activation
Similar to the in-store redemption method, this is when a company makes a donation for every code/label provided through purchase and redeemed or activated online.
27. Pro: Convenient for consumers and offers second point of engagement
Con: Easy for consumers to forget to redeem code/label because it is not an immediate action
28. 5. Donation with Consumer Action
A method that doesnt require a purchase; the fifth type of promotion is when a company makes a donation when the consumer takes a specific action (e.g., sends a viral gift, hosts an event, designs packaging).
30. Pro: Compelling consumer call-to-action
Con: Less direct tie to sales
31. 6. Dual Incentive Method
A dual incentive promotion is when a company provides an incentive to drive consumer donations (e.g., a donation match, a product coupon or discount).
33. Video
Big Warm up
34. Pro: Loyalty opportunity consumers feel a partnership with the company and rewarded for their efforts
Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive
35. 7. Consumer Pledge Drives
Some companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge.
37. Video
Pledge 5
38. Pro: Gives consumer a voice
Con: Requires localization to ensure highest level of consumer relevance
39. 8. Buy One, Give One (BOGO) Method
A promotion that is gaining in popularity, BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated).
41. Video
Pampers Ramadan
42. Pro: Consumers are very responsive to tangible, immediate results
Con: Difficult to translate outputs (# of vaccines) to outcomes (# of lives affected) and the actual cost of the individual item donated may be small (few cents)
43. 9. Consumer-Directed Donation
This promotion allows consumers to determine where and how a companys donation is allocated, either from a set list or by nominating favorite charities.
45. Video
Target and Red Cross
46. Pro: Consumer is empowered higher level of engagement and perceived value
Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries
47. 10. Volunteerism Rally
The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services.
49. Videos
50. Pro: Opportunity for localization and personalization
Con: High level of consumer commitment required



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