2016 cause conference brian hawkins cause marketing for starters

#CauseSD
- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
™
BRIAN P. HAWKINS
Cause Marketing for Starters
™

#CauseSD
™
Focus…
The goal in developing a successful
cause program is to go beyond
sponsorship and plan for long term
partnerships.
To be truly successful in raising
awareness and funds, today's
organizations must develop
partnerships with long term vision
and value.

#CauseSD
™
Focus…
•Highlights of the presentation
include advice on matching of
mission and message of the issue
with consumers, cause, corporate
and media partners, developing
partnerships and revenue streams,
marketing, partnerships, raising
revenue.
•We will discuss the roadmap for
building an effective, scaleable,
and measurable campaign.

#CauseSD
™
Speaking from
Experience
Cause Marketing Agency Work Since
1993
Raise more than $40 million for clients
Cause Marketing Professor at UCSD
Since 2003

#CauseSD
™
Step by Step Approach…
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!

#CauseSD
™
Determine Awareness & Funding 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?

#CauseSD
™
Establish Your Goals…
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
What do You Hope to Achieve?

#CauseSD
™
Take Stock of Your Assets…
Whom you serve
Methods of outreach
Audiences you reach
Touch points such as mail,
email, direct interaction
Impacts and outcomes
Outreach, Internal & External

#CauseSD
™
Define Your Publics…
Directly Impacted…
Demographic – Recipients
Mapping – Service area
Indirectly Impacted…
Community at large
Supporters
Who You Reach & Serve

#CauseSD
™
Research & Target Partner Matches…
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
Medias, Companies

#CauseSD
™
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.

#CauseSD
™
Research & Make Contact…
Marketing
Media
Community Relations
Human Resources
Advertising & Public Relations Agencies
Share Holders
Decision Makers – Their Goals?

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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)

#CauseSD
™
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

#CauseSD
™
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

#CauseSD
™
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!

#CauseSD
™
QUESTIONS?
Thank You

2016 cause conference brian hawkins cause marketing for starters

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