Come join us at the NTC Promenade as the Challenged Athletes, Make a Wish Foundation and California Center for Sustainable Energy compete for the coveted Ad 2 Public Service Campaign. After they present, we will have Christine Guardia, cause cultivator at KooDooz, to speak on Cause Marketing. Christine became involved in cause marketing campaigns while pursuing her MBA in Public & Nonprofit Management and Marketing at Boston University.
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1. Cause Marketing PartnershipsThe Fifth P Ad 2 San Diego
August 27, 2009 Christine Guardia, Cause Cultivator, KooDooZ
2. What is CSR? Source:
www.industryplayer.com/corporate_social_responsibility.php
3. Corporate Sponsorship
41% of Americans said companies should increase their spending
on cause marketing
13% of Americans said companies should increase their spending
on sports sponsorships
20% of Americans said companies should increase their spending
on cultural events
Sources: IEG 2009 Estimate and Performance Research Survey
4. Cause Marketing Spending Sources: Cause Marketing Forum and
IEG
5. What is Cause Marketing?
Marketing involves brands and nonprofit organizations working
together for their mutual benefit
Not the same as corporate giving or philanthropy
Win-Win-Win
6. Cause Marketing Benefits Nonprofit Brand Consumer Increased
public awareness Increased brand recognition Increased knowledge of
cause More funding More sales More purchasing power Enhanced reach
Enhanced public relations Enhanced personal connection
7. Types of Cause Marketing: #1 Cause Promotion
Honey is used in more than 40% of Hagen-Dazs flavors
Campaign for Real Beauty targets women and girls
Heart disease is #1 killer of women in U.S. - not only a mans
disease
Key: Fit - good fit yields results up to 10 times better than a
poor fit
8. Types of Cause Marketing: #2 Portion of the Proceeds
$1.7M for Statue of Liberty in 1983 and 28% increase in AMEX
card use
$1 donated for each WWF Collectibear sold; $1.8M as of
2008
In three years, raised $130M and impacted 4M people
Key: Transparency - disclose the $ or % given to the
nonprofit/cause
9. Types of Cause Marketing: #3 BOGO (Buy One Give One)
Over 140,000 shoes donated
Over 200,000 jeans donated
Over 31M life-saving vaccines provided
Key: Can be campaigns, but social entrepreneurs building into biz
model
10. Traditional vs. Cause Marketing: PartnershipsThe Fifth P
85% indicated it is OK for companies to include a cause in
marketing
79% were likely to switch to a cause brand if comparable in
price & quality
38% had purchased a cause-related product in the past 12
months
Source: 2008 Cone Cause Evolution Study
11. S.M.A.R.T.E.R. Approach
S trategy
M arketing Plan
A lignment
R elationships
T ransparent
E valuate
R evise and Repeat
Source: Bruce W. Burtch, CMO Club podcast 8/19/09
12. Gen Y / Millennials / Gen NET
Spend nearly $200B annually
More receptive to cause marketing:
88% were likely to switch to a cause brand if comparable in
price & quality
51% had purchased a cause-related product in the past 12
months
41% prefer message includes the percentage of the purchase of
each product that will go to the nonprofit
Sources: http://www.onpoint-marketing.com/generation-y.htm and 2008
Cone Cause Evolution Study
13. New Frontier: Social Media
10% of all time spent on the internet is on social media
sites
It took radio 38 years to reach 50 million listeners, TV 13
years to reach 50 million viewers, but in less than nine months,
Facebook added 100 million users
YouTube is likely to show over 75 billion video streams to
around 375 million unique visitors during 2009
15. Twitter 4 Good Twestival: 200+ worldwide tweetups on
2/12/09 raised $250,000 for charity: water TweetsGiving: Raised
$11,000 for school in Tanzania from 98% new donors 12for12K: Trying
to raise $12,000 per month for 12 different charities in 2009
Pledge to End Hunger: 4,800 pledges signed and $28,000 raised
primarily via online tools
16. Crowd-Sourced Philanthropy In its second year, awarded
$2.5M to winning projects 167,000 Facebook users voted to allocate
$3M to 10 nonprofits Five organizations will receive $20,000