2. THE AUTHORS SAY… 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
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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? http://www.thebodyshop-usa.com/values-campaigns/campaign-history.aspx
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 PETsMART’s Animal Adoption PARADE magazine for generating interest in bake sales
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12. When the cause can be connected and sustained by a company’s products. The Body Shop’s product labeling Ben & Jerry’s new flavor and packaging. When employee involvement will support the cause. Wal-Mart in support of Children’s 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 there’s a co-branding opportunity. Aleve with the Arthritis Foundation
14. Developing a Cause Promotion campaign plan Target Audience Communication objectives What benefits to promise Openings Positioning and requirements Campaign goals
15. THE INTERNET SAYS… 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. http://www.coneinc.com/top-10-types-of-cause-promotions
18. Pro: Longer shelf life because it’s not directly tied to individual sales Con: Passive consumer engagement – no compelling call-to-action to drive engagement http://www.coneinc.com/top-10-types-of-cause-promotions
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. http://www.coneinc.com/top-10-types-of-cause-promotions
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.) http://www.coneinc.com/top-10-types-of-cause-promotions
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. http://www.coneinc.com/top-10-types-of-cause-promotions
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” http://www.coneinc.com/top-10-types-of-cause-promotions
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. http://www.coneinc.com/top-10-types-of-cause-promotions
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 http://www.coneinc.com/top-10-types-of-cause-promotions
28. 5. Donation with Consumer Action A method that doesn’t 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). http://www.coneinc.com/top-10-types-of-cause-promotions
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).
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 http://www.coneinc.com/top-10-types-of-cause-promotions
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. http://www.coneinc.com/top-10-types-of-cause-promotions
38. Pro: Gives consumer a voice Con: Requires localization to ensure highest level of consumer relevance http://www.coneinc.com/top-10-types-of-cause-promotions
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). http://www.coneinc.com/top-10-types-of-cause-promotions
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) http://www.coneinc.com/top-10-types-of-cause-promotions
43. 9. Consumer-Directed Donation This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities. http://www.coneinc.com/top-10-types-of-cause-promotions
46. Pro: Consumer is empowered – higher level of engagement and perceived value Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries http://www.coneinc.com/top-10-types-of-cause-promotions
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. http://www.coneinc.com/top-10-types-of-cause-promotions
50. Pro: Opportunity for localization and personalization Con: High level of consumer commitment required http://www.coneinc.com/top-10-types-of-cause-promotions
