1. CAUSE MARKETING
The good, the bad, and the ugly of a $1.5 billion
industry

2. INTRODUCTION
Kieran Joseph Magee (Joe)
Sales and Marketing for 10 years
Cause Marketing for the last 2 years
Former Director of Business Development
at Causecast
Twitter: @KJMagee
Hashtag: #USCCM

3. CAN YOU TELL ME THE BRAND OR
ORGANIZATION BEHIND EACH
CAMPAIGN?

4. EXAMPLE #1:

5. PEPSI REFRESH PROJECT
 2010
 $20 million
 Fund projects that had social impact on
communities
 First time in 23 years Pepsi withdrew from Super
Bowl advertising

6. EXAMPLE #2:

7. YOPLAIT’S SAVE LIDS TO SAVE LIVES
 12 year campaign
 Donates $.10 to Susan G Komen for each lid
returned. Up to $2 million in 2011

8. EXAMPLE #3:

9. LEUKEMIA & LYMPHOMA SOCIETY
 Sport training program
 Founded in 1988 to train for the NYC Marathon
 As of 2008 the campaign had raised $850 million

10. WHAT IS CAUSE MARKETING?
 Collaborative marketing of “for profit” businesses
and non-profit organizations for mutual benefit.
 IT’S EVERY WHERE.
 Overview:
 Cause Marketing Forum - 2010
 http://www.youtube.com/watch?v=jL9UV2hz2M0

11. HISTORY OF CAUSE MARKETING
 First CM Campaign was in 1976
 Marriott and March of Dimes
 Opening theme park in Santa Clara, CA.
 Early 80’s – Susan G Komen Foundation pioneered
CM.

12. TYPES OF CAUSE MARKETING
 Corporate Philanthropy
 Licensing Agreements
 Sponsorships
 Transaction-based Promotions
 Joint Ventures

13. WHY CAUSE MARKETING?
 90% of consumers want companies to tell them the
ways they are supporting causes.2010 Cone Cause
Evolution Study
 86% of consumers around the world believe that
business needs to place at least equal weight on
societal interests as on business interests. 2010
Edelman goodpurpose
 Two-thirds of brands now engage in cause
marketing (up from 58% in 2009) and 97% of
marketing executives believe it is a valid business
strategy. 2010 PRWeek/Barkely PR Cause Survey

14. WHO DOES IT BEST?
 Patagonia
 YvonChouinard
 Part of their DNA
 Values permeate from the core
 IBM
 Celebrating 100th year of Service
 Extend core competencies into communities they
operate in
 Disaster relief, STEM education
 Smarter Planet, Watson Robot

15. CAUSE MARKETING IN THE DIGITAL AGE
 &You – Johnson & Johnson
 Causes.com(Formerly Causes on Facebook)
 Birthday wish
 Walgreens donates Flu Shots for every Foursquare
Check-in
 Whole Foods QR Codes:
Help Their Gardens Grow

16. CAUSECAST CAUSE MARKETING
 Virgin Mobile
 Re*Generation
 Volunteer Rewards with Virgin Mobile artists
 http://volunteer.virginmobile.ca/
 AOL Impact
 AOL cause module on homepage
 Supports a different nonprofit each day
 http://impact.aol.com/

17. CAUSE MARKETING POST 9/11
 Veterans Affairs
 Military Families
 Patriotism
 Hyper-local
 Budweiser example:
 http://www.youtube.com/watch?v=tl6YOYdBiQ4

18. THE UGLY SIDE
 KFC and Susan G Komen
 Bucket for a Cure – “Pinkwashing”
 Sketchers
 BOBS
 Beer pong for MADD
 Newark Bears fundraiser

19. BEST PRACTICES
 Be transparent
 Make sure it’s a meaningful impact
 Commitment to the cause and campaign
 Align with your brand
 Partner with reputable organizations
 Build social equity in advance

20. EXPERTS IN THE FIELD
 Joe Waters - Author, Cause Marketing for Dummies
 @Joewaters
 Susan McPherson - Senior VP, Fenton
 @Susanmcp1
 Aman Singh - Blogger and Journalist
 @AmanSinghCSR
 Carol Cone - Cause Marketer
 @CarolCone
 Scott Pansky - Partner, Allison & Partners
 @spansky

21. WHAT THE EXPERTS SAY IN 140 CHARACTERS

22. CAUSE MARKETING RESOURCES
 Cone Inc
 Cause branding, research
 SelfishGiving.com
 Blog: Cause marketing and social media
 Cause Marketing Forum
 Event and community

23. THANK YOU
QUESTIONS?
@KJMagee
#USCCM