Cause marketing offers huge benefits for associations and the companies and nonprofits they work with. This Webinar power point provides examples, explanations and a case study on why cause marketing is growing, how it works and the 12 steps to get started.

1. Moving From Win-Win to
Win-Win-Win
with Cause Marketing
Steve Drake
President, Drake &Company
April 30, 2009
© 2009 Drake& Company

2. About Steve DrakeBio
AKA “Causeaholic”
Owner of accredited association management company
Manages award-winning cause marketing
programs
Founder of three national organizations
Varsity ice hockey at Ohio State
Reported from Neil Armstrong’s parents during 1969
moon walk
Started woman’s college basketball team

3. Today’s Agenda
1) Quick pulse & summary of research
2) Basics about Cause Marketing for associations
3) Examples & Case Study
4) Getting Started
5) Q&A

4. Round up
Cause Marketing - Associations
2008 Survey
Based on 86 respondents
(representing about 250 associations)
(AMCs represent 32.6% of responses)

5. Do you have a foundation or
charitable organization?
59.7%
40.3%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Yes No
Round up

6. % of Budget on Cause
Marketing
75.4%
3.0% 1.5% 1.5%
18.5%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
0%
75%-99%
50%-75%
25%-50%
Less than 25%
Round up

7. Why are you NOT involved in
a Cause Marketing program?
44.3%
36.0%
26.2%
23.0%
18.0%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00% Haven't thought about it
Haven't found right cause
or partner
Not a priority
Don't have time or
expertise
Board doesn't see need
Round up

8. Quick Pulse
1) Who is here?
a) Non-profit (charity)
b) Association (trade or professional)
c) AMC
d) For-profit Company
e) Communications (Ad, PR) Agency
f) Other
2) Familiarity with Cause Marketing?
a) Not sure what it is
b) Heard about it but no direct experience
c) Some direct experience
d) Substantial experience

9. Basics

10. What?Basics
Non-Profit
Corporate
Partner
A for profit and a not-for-profit combining
efforts for purpose, passion and profit.
$

11. Expanding CauseBasics
Cause
Non-Profit
Corporat
e
Partners
Association
Partner
Associations – both professional & trade – can serve as a valuable
additional partner.
$

12. Examples

13. Bread Art Project
Digital campaign
Milling &
Baking
Industry
Donated $50,000 to Feeding America
+ $1 per submission up to $50,000
Examples

14. Colgate & RIF
$800,000 + 58,000 books since 2004
Examples

15. Sam’s, Aquafina & KAB
37 Million bottles; $300,000; 100,000 fleece jackets!
Examples

16. Make A Wish
$250,000 donation = 12 wishes in 12 weeks
Examples

17. Target & St. Jude
200,000 items purchased; $300,000 to St. Jude
Examples

18. National Geographic Kids
– Cotton Inc
Guinness record by turning old jeans into home insulation.
Examples

19. “Regifting” Supports Women
Local store – local cause – Increasing sales
Examples

20. Thoughts on Examples
1) Cause marketing is marketing, NOT
philanthropy2) All cause is local … even national programs
3) Connecting the unconnected
4) Can have multiple partners (for profit or NFP)
within the alliance
5) Other?
Examples

21. Basics

22. Why?
Create awareness to advance your mission
Generate funding for your organization and/or
cause
Create local advocates, engage members and
donors
Basics
For Associations & Non-Profits:
Provide tangible member benefit

23. BenefitsBasics
Create awareness to advance your strategy
Increase customer loyalty and sales
Engage employees and stakeholders
For Companies:

24. Why?
85% of Americans more positive
Basics
79% would likely switch brands
79% want to work for a company that cares
 Increased Sales, Profits & Funding:
Source: 2008 Cone/Duke University Behavioral Cause Study

25. Basics Why?
Trying to reach Generation Y?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Sw itch Brands Have Purchased Expect Donation
Overall Gen Y
Source: 2008 Cone/Duke University Behavioral Cause Study

26. Why?
 Top “issues” for causes:
education
economic development
health & disease
access to clean water
Basics

27. Finding Partners?Basics
“Frame” your search:
 “Size”
 “Geographic scope”
 “Product” or “Service”
 “Philosophy”
Look for non-profits with a parallel cause
Look for companies and/or associations that fit
mission of your non-profit
Look for cause that will motivate & engage
your association’s members

28. How – Cause Types
 What “tools” can be used to implement the cause?
Basics
Social/Public Service marketing
Purchase Plus
Product sales
Product licensing
Promotional campaign
Co-branded program
Co-branded events (runs, rides, auctions, golf, etc.)

29. Measurement & Metrics
Use same measurement tools as other marketing:
 Media impressions
 Customer Loyalty Index
 Memberships and/or product sales
 Numbers engaged in programs
 Dollars generated
Basics

30. Measurement & EvaluationBasics

31. Questions?
1) What is Cause Marketing?
2) What are benefits?
3) Why are companies/charities doing Cause Marketing?
4) How do you measure Cause Marketing?
5) Other?
Basics

32. Practice

33. Case Study

34. The ChallengePractice
Trees to troops

35. Who?
Cause: Military families
Practice

36. Coordination & Fund-raising
The Program – 2005 &
2006
290 – 650 farms
4,300 - 11,854 trees
Local media
FedEx:
5,000 – 13,650 miles
+ 10,000 air miles
+ volunteers
5 - 17 bases
2 – 4 branches
4,300-11,854 families
Practice

37. 2005 Trees for Troops:
By the Numbers
3 routes
5 bases
+ overseas
17 states
290 donors
4,300 trees
4,600 miles

39. Refreshing the Program
Consumers: “How can we be involved”?
Practice
Solution: Trees for Troops Weekend
Retailers:
Pay participation fee
Receive T4T “tool kit”
Get FedEx trailer on site for weekend
Consumers buy and donate tree to service member
Foundation receives cash to support programs

40. Coordination & Fund-raising
4,500 – 4,654 trees from
consumers & retailers
The Program – 2007 &
2008
600 – 800 farms
12,346 - 12,428 trees
Local media
FedEx:
59,000+ miles
+ 10,000 air miles
+ volunteers
4 - 5 branches
49-53 bases
16,846-17,082 families
Practice

43. Power of Cause
Marketing
http://www.msnbc.msn.com/id/3032619/#2821063

44. During the past holiday season, did you read, see, or hear
anything about the Trees for Troops program though which
Christmas trees were being donated to troops and their
families and being delivered to military bases by FedEx?
14.7
13.7
14.2
10
11
12
13
14
15
2005 2006 2007
Million Households
Households t hat Recalled Seeing,
Hearing or Reading about Trees for
Troops
Practice Reach & Impact

45. 23.4 MILLION
households said they saw,
read or heard about Trees
for Troops
Reach & ImpactPractice
2008 Trees for
Troops
3.4 MILLION
households said T4T
“influenced” their decision to
purchase a Real Tree in
2008

46.  50,554 military families
received farm-grown Christmas
trees
Practice
53 military locations
17 countries
international media
coverage
Summary

47. Evaluating (CSF perspective)
 Delivered fresh, farm-grown trees to 50,554 families
 Created millions of media impressions
 Reached 23 million U.S. households
 Engaged 71% of organization’s members
 Generated $1 million (cash & in-kind) per year
 Cost: 1,200 - 1,400 staff hours and $10,000± expenses
Practice
What other program could generate this much
local and national (positive) media coverage?

48. Thoughts on Case
Study
1) All cause is local!
2) Plan & coordinate
3) Be Flexible
4) Refresh
5) Financial model
6) Other?
Practice

49. Key Learnings
1) Make it personal
Practice
2) Make it relevant
3) Make it local
5) If you are the charity, own “the brand”
6) Create partnerships/alliances
7) Seek other non-competing partners
8) Continuously refresh and update
9) Share the passion
4) Make it transparent

50. Getting StartedBasics
1) Select cause
 Harmony (with mission) is key
2) Make it personal
 Make it local
 For donors, members, employees
3) Decide on partner(s)
 Big or small pond?

51. Getting StartedBasics
4) Understand each other
 You own your brand
5) Disclose special arrangements
 Transparency
 Who is doing the PR?
6) Determine which form (See slide 26)
 See list of types of cause programs

52. Getting StartedBasics
7) Develop PR support plan
 Get recognized for doing good
7) Establish metrics
 Measure your marketing
7) Refresh & update
 Continuous improvement

53. Getting StartedBasics
10)Be flexible
 Change on fly if needed
10)Review & evaluate
 Set a date on when you will review and renew
10)Take time to celebrate
 Build celebration into your campaign
 Include volunteers, partners, staff, etc.

54. 12 Steps to Cause Marketing
1) Select cause
 Harmony (with mission) is key
1) Make it personal
 Make it local for donors,
members, employees
1) Decide on partner(s)
 Big or small pond?
1) Understand each other
 You own your brand
1) Disclose special arrangements
 Transparency
 Who is doing the PR?
1) Determine which form
 See list of types of cause
programs
7) Develop PR support plan
 Get recognized for doing good
7) Establish metrics
 Measure your marketing
7) Refresh & update
 Continuous improvement
7) Be flexible
 Change on fly if needed
7) Review & evaluate
 Set a date on when you will review
and renew
7) Take time to celebrate
 Build celebration into your
campaign
 Include volunteers, partners, staff,
etc.
Basics

55. Resources:
 12 Steps to Successful Cause Marketing
http://blog.drakeco.com/2008_06_01_archive.html
 Cone-Duke Research http://www.businesswire.com/portal/site/google/?
ndmViewId=news_view&newsId=20081001005317&newsLang=en
 2008 Cause Study, PR Week http://barkleyus.com/articles/show/43-
pr_week_cause_survey_2008#
 Highlights & case studies http://www.causeaholic.com

56. Contact Information:
Steve Drake
President, Drake &Company
Phone: 636-449-5050
E-mail: drake@drakeco.com
Twitter: http://twitter.com/causeaholic
Website: www.drakeco.com
Blog: http://www.causeaholic.com