1. Cause Marketing & Corporate Partnership PRESENTED BY: BRIAN HAWKINS CATALYSTCause Marketing CauseMarketing@me.com Friday, June 3, 2011

2. Beginning to BeginningStep by Step Approach to Building a Cause Marketing Partnership Determine Your Organizational Needs -- Awareness & $$$ Establish Your Goals – What do You Hope to Achieve Take Stock of Your Assets – Outreach, Internal & External Define Your Publics – Who You Reach & Serve Research & Target Partner Matches – Medias, Companies Research & Contact Decision Makers – Their Goals? Develop & Present Proposal to Decision Makers Secure a Yes! Now the Real Work Begins!

3. Speaking from Experience Cause Marketing Agency Work Since 1993 Cause Marketing Professor at UCSD Since 2003

4. Determine Awareness & Fundraising Needs Who do you need to reach? Who do you want to serve? What are your shortcomings? What do you excel at and want to share? How can a partnership help?

5. Establish Your Goals – What do You Hope to Achieve Clearly define your mission and vision Who will be better off should your program proceed? How will those directly served benefit? How will the community also benefit? Determine realistic milestones

6. Take Stock of Your Assets – Outreach, Internal & External Whom you serve Methods of outreach Audiences you reach Touch points such as mail, email, direct interaction Impacts and outcomes

7. Define Your Publics – Who You Reach & Serve Directly Impacted… Demographic – Recipients Mapping – Service area Indirectly Impacted… Community at large Supporters

8. Research & Target Partner Matches – Medias, Companies Search for media and companies with common targets Shared mission and vision Target medias and companies with related business Match employee profile with your work Compare messages and see if they are synchronous

9. Secure Media Partners! Begin with an open dialogue Present your goals and the benefits that you offer Compare target consumers and companies Brainstorm ways to blend mission and messages Consider benefits including spokespersons and content Create a synchronous message and overall theme Build a collaborative package of benefits Compare who and how to contact and present to corp.

10. Research & Make Contact with Decision Makers – Their Goals? Marketing Media Community Relations Human Resources Advertising & Public Relations Agencies Share Holders

11. Develop & Present Proposal to Decision Makers Introduction – The Organization Concept Description – The Big Idea Communities Served – Who Benefits Partner Roles & Responsibilities – Who Does What Partner Benefits – List for All Partners Media & Promotion – Getting the Word Out Outcomes – Desired End Results & Metrics

12. Now the Real Work Begins! Ramping Up for Partnership Implementation Establish Metrics – Valuation (See AMA Valuation Study) Program Planning and Development Marketing and Media Outreach and Program Follow-Through Ongoing Measure of Success and Fulfillment Track Media, Consumer and Press Coverage Archive All Program Outcomes and Community Impacts Create a Program Completion Synopsis

13. Ramping Up for Partnership Implementation Team on deck – program, fulfillment, marketing Actionable plan – roles, responsibilities and timeline Create a communications protocol with partners Keep data and information flowing Engage key team members as new opportunities arise

14. Establish Metrics Measureable outcomes established to include: Partner goals – non-profit, media and corporate Communities served – demographics included Services or output from the program – what is delivered Awareness – marketing, media and PR coverage Gauge feedback using direct contact and social medias

15. Program Planning & Development Involve key partners in program implementation Incorporate key constituents served in development Establish team reporting on progress Organically grow, the best programs evolve Maintain ongoing and regular reporting

16. Marketing & Media Begin with medias controlled by each partner: Non-profit internal communications – donors and support Non-profit external communications – recipients Non-profit contact – email, newsletters, website Non-profit medias – traditional and social medias Media partner(s) – packaged media and PR efforts Corporate partner(s) – customer interaction, POS, POA Corporate partner(s) – product and service engagement

17. Outreach & Program Follow-Through Maximize services, awareness and outcomes Involve partners (media and companies) employees Gauge feedback from recipients and partners alike Engage partners in delivering and promoting success Incorporate feedback in evolving program change

18. Ongoing Measure of Success & Fulfillment Gauge and chronicle feedback through: Recipient partner communications Website feedback Emails and letters Traditional media coverage Social media postings, tweets, (chatter)

19. Track Media, Consumer & Press Coverage Enlist the assist of media and corporate partners Use campaign name searches online Use ‘clipping’ services for traditional and new medias Chronicle and share the good and bad (no rug sweeps) Work with medias, ask them to send you coverage Incorporate and promote coverage via social medias

20. Archive All Program Outcomes & Community Impacts Keep track and archive all outcomes Record particularly notable successes Share triumphs as well as challenges with partners Chronicle challenges and associated changes made Keep your numbers maintained and consistent

21. Create a Program Completion Synopsis Invest time in creating a thorough review Present in a complete, concise and visual presentation Match outcomes with goals and promises Include screen shots and links to community and media Create a positive momentum for next year and beyond!