Cause marketing is a 1.6 billion dollar industry and a cornerstone of many brand name companies, including Starbucks, Target and McDonald's and is now commanding the attention of smaller businesses. Is it good for your business? In this webinar, Joe Waters, the blogger at the web's #1 cause marketing blog, Selfishgiving.com, and the co-author of Cause Marketing for Dummies, will explain: • What cause marketing is and how it’s dramatically different – and more powerful – than other forms of corporate giving. • Why cause marketing must be a key part of every company’s marketing mix. • How to choose the right cause for your business. Hint: This is one decision where following your heart may lead you astray. • Simple, proven and effective targets that can help a cause – and grow your business – now! You'll leave the webinar with additional resources to continue your learning on cause marketing and to inspire you to do well and good. About our Guest Speaker: Joe Waters Joe Waters shows nonprofits and for-profits how to use cause marketing and social media to establish and grow relationships with stakeholders. Joe is the blogger behind the web's #1 cause marketing blog, Selfishgiving.com. He's the author of Cause Marketing for Dummies, QR Codes for Dummies and Fundraising with Businesses: 50 New (and Improved!) Tactics for Nonprofits - which is scheduled to be released this fall. Joe's expertise is evident through his work with many of the top responsible companies, including Pepsi, Staples, Zipcar, and Virgin America, as well as his experience leading cause marketing teams, including one that raised millions of dollars for New England's largest safety-net hospital between 2004 and 2011. In addition to his blog and books, Joe has contributed to The Huffington Post, The Chronicle of Philanthropy, Mediapost, Forbes, Inspiring Generosity, About.com and The Nonprofit Quarterly and presents regularly at Cause Marketing Forum’s annual conference.

1. Why Cause Marketing is a Good
Investment for 2013
Robert Rosenthal
Vice President
Marketing & Communications
VolunteerMatch
@volmatchRobert
Joe Waters
Cause Marketing Expert
SelfishGiving.com
@joewaters
Panelists: Facilitator:
Lauren Wagner
Business Development Manager
VolunteerMatch
@Lauren_Lynn2
April 30, 2013

2. How To Ask Questions
• Type questions into the box on the
right side of the your screen
• Submit via Twitter to
@VM_Solutions using “#VMbpn”
• We will pose questions at the end of
the presentation
• A copy of the sides will be circulated
after the event
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3. Panelists
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Joe Waters
Cause Marketing Expert
Selfishgiving.com
@joewaters
Robert Rosenthal
Vice President
Marketing & Communications
VolunteerMatch
@volmatchRobert

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5. Agenda
 What is cause marketing
 The business case
 Picking a cause
 3 ways to get started
 Free resources
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6. What is Cause Marketing?
Cause marketing is a partnership
between a nonprofit and a for-profit
for mutual profit
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7. Raises Money, Awareness
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9. Consumer expectations of companies are at
an all-time high:
 91% of those polled felt it was important for
companies to support a cause, up from 86% in
2008.
 74% of consumers say they purchased a brand
because it supported a cause.
 75% would try a brand they normally wouldn‟t
because it supported a cause.
 64% would pay more for a brand because it
supports a cause that is important to them.
US Consumers Want Cause Marketing
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10. Americans are as amenable toward cause marketing as ever:
 88% of Americans say it is acceptable for companies to involve
a cause or issue in their marketing. (A 33% increase from
1993)
 83% of Americans wish more of the products, services and
retailers they use would support causes.
 85% of consumers have a more positive image of a product or
company when it supports a cause they care about.
 90% of consumers want companies to tell them the ways they
are supporting causes.
 Put another way: More than 278 million people in the U.S. want
to know what a company is doing to benefit a cause!
Consumers Want More Cause MarketingConsumers Want Cause Marketing
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11. Cause marketing wins with Moms:
 95% find cause marketing acceptable (vs. 88% avg).
 92% want to buy a product supporting a cause (vs. 81% avg).
 93% are likely to switch brands (vs. 80%)
 61% of purchased more cause-related products in the past
year (vs. 41% avg).
And Millenials (18-24 year olds):
 94% find cause marketing acceptable (vs. 88% avg).
 53% bought a product benefiting a cause (vs. 41% avg).
 Company‟s support of social or enviro issues influences
decisions of where to work 87% (vs. 69% avg).
Strong with Moms & Millennials
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13. Agenda
 What is cause marketing
 The business case
 Picking a cause
 3 ways to get started
 Free resources
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14. How to Pick the Right Cause Partner
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15. How to Pick the Right Cause Partner
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16. How to Pick the Right Cause Partner
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17. How to Pick the Right Cause Partner
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18. How to Pick the Right Cause Partner
“Garanimal” Connection
Strong Emotional
Message
Target Causes
with Loyalists
Support a Cause
You Really Care For
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19. Agenda
 What is cause marketing
 The business case
 Picking a cause
 3 ways to get started
 Free resources
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20.  Action is at the front
 Buck or two
 Campaign runs for 2 to 6 weeks
 Frequently includes pinup…but not always
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29. Agenda
 What is cause marketing
 The business case
 Picking a cause
 3 ways to get started
 Free resources
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30. 30

31. http://Pinterest.com/JoeWaters
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32. Q&A
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• Type questions into the box on the
right side of the your screen
• Submit via Twitter to
@VM_Solutions using “#VMbpn”

33. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
Newsletter:
Monthly „Good Companies‟
newsletter - Sign up on the
blog!
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