September 2012 Best Practice Network Webinar, presented by VolunteerMatch Session Description: Cause marketing and corporate social responsibility (CSR) are nearly interchangeable terms today – but this hasn’t always been true. In fact, ask some experts and they’ll have very distinct descriptions of what each means and how they come to life within an organization. So what has caused these two separate practices to become synonymous? What do these practices look like today? How are these practiced differently from the past? Craig Bida of Cone Communications and Dave Stangis of Campbell Soup Company discuss the narrowing divide of cause marketing and CSR, and what these practices look like today at companies. Craig and Dave share the latest research and their decades of experience helping to bring social good to companies. About Our Guest Speakers: Dave Stangis is Vice President, Public Affairs and Corporate Responsibility for the Campbell Soup Company and President of the Campbell Soup Foundation. Campbell is the world's largest soup manufacturer, and comprises other brands such as Pepperidge Farm, V8, Pace, Prego and Swanson. Craig is Executive Vice President of Cause Branding at Cone Communications. He brings more than 20 years of experience spanning the private, public and nonprofit sectors – successfully partnering with companies, government agencies and nonprofits to drive business growth, while addressing pressing societal needs. Most recently, Craig worked for 11 years in marketing at Procter & Gamble, where he led marketing and business strategy on some of the world's leading brands, including Duracell, Braun and PUR.

1. What’s the Difference?
Exploring the Convergence of Cause Marketing & CSR
Craig Bida Dave Stangis
EVP, Cause Branding & VP, Public Affairs &
Nonprofit Marketing Corporate Responsibility
Cone Communications Campbell Soup Company

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

3. What’s the Difference?
Exploring the Convergence of Cause
Marketing & CSR
VolunteerMatch
Best Practice Network Webinar
Craig Bida
EVP Cause Branding,
Nonprofit Marketing
cbida@coneinc.com
@craigbida
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4. Social Impact:
A Groundswell of Interest
81% of consumers globally expect companies to do more than just
make money or support their local communities

5. Growing Expectations,
Declining Trust
91%
of the public wants to see
corporations involved in
helping solve the problems
our nation faces. Low Trust
High
Expectations
20%
Only 2 in 10 Americans have a
positive perception of
corporate reputation
2012 Harris Interactive 13th Annual Reputation Quotient
2010 Public Strategies Trust Monitor

6. Consumers: A Passion for Cause
Find cause marketing
88% acceptable
(vs. 66% in 1993)
Have more positive image of a
85% product/company when it
supports a cause they care
about
Would be likely to switch
80% from one brand to another
if associated with a good
cause
2010 Cone Cause Evolution Study

7. How should companies respond
?
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8. 1. Deeply Integrate Social Impact
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9. 2. Unlock a Cycle of Change
1. What do you CARE about?
2. What are you GOOD at?
3. What ASSETS do you have?
4. What will you uniquely DO?
5. How will you MEASURE success?
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10. 3. Explore a Spectrum of
Commitment
Cause Signature Program Cause Platform Shared Value
Marketing
General Mills Avon P&G Xylem
Box Tops for Education Breast Cancer Crusade Live, Learn and Thrive Watermark
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11. Poll #1
What are barriers to success that you have experienced in
developing and executing programs?
• Money/budget
• Senior level support
• Lack of focus
• Lack of internal alignment
• N/A I haven’t experienced these barriers
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12. 4. Communicate Your Commitment
AND Impact
SAY / DO = 1
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13. What’s the Difference?
Exploring the
Convergence of Cause
Marketing & CSR
Dave Stangis
Vice President Public Affairs and
Corporate Responsibility
VolunteerMatch
Best Practice Network Webinar
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14. Promoting global wellness and nutrition, helping to
build a more sustainable environment, and honoring
our role in society from the farm to the family
DRIVE INNOVATION
CONNECT WITH CONSUMERS
CREATE A HIGH-
PERFORMANCE
ORGANIZATION
DELIVERY LONG-TERM
PROFITABLE GROWTH
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15. Cause is grounded in our Company mission, links to our
Success Model…
…and will leverage our CSR & Sustainability strategy to better engage
consumers
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16. CSR Corporate Imperative 2020
Destination Goals
Selected Sub-goals
 Reduce energy use by 35%
and source 40% of the energy
used from renewable or
alternative energy sources
 Recycle 95% of waste
generated globally
 Eliminate 100 million pounds
of packaging from Campbell
products
 Make a positive impact in the
lives of 100 million youth
through our volunteer,
community and signature
programs
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17. Internal Situation Assessment:
Summary of Cause Activities (past)
EDUCATION / YOUTH
HUNGER RELIEF HEALTH COMMUNITY OTHER
DEVELOPMENT
PEPPERIDGE
FARM
Cash Donations ~$30k Donations ~$820k
Food Donations ~$12.7MM Cause Mktg ~$500k Cause Mktg ~$605k Volunteer Programs ~720hrs Cause Mktg TBD
CAMPBELL
CANADA
Cash Donations $X Donations ~$X
Food Donations $250k Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X
CAMPBELL USA
(Retail & NAFS)
Cash Donations $X Donations ~$X
Food Donations $ 12.9MM Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X
US PLANTS
Cash Donations $X Donations ~$X
Food Donations $x x Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X
CAMPBELL
FOUNDATION Cash Donations $X Donations ~$X
Food Donations $x Cause Mktg ~$X Cause Mktg ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X
CAMPBELL’S
CORPORATE Cash Donations $X Donations ~$X
Food Donations $x Cash Donations $X Cash Donations $X Volunteer Efforts $Xhrs Cash Donations $1.2MM
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18. Poll #2
How many cause activities does your organization
currently have?
• 1
• 2
• 3
• 4
• 5+

19. Best Practice Principles for establishing
impactful Platforms and Cause Areas
PRINCIPLES
 Connection of Platform to Company Mission
PLATFORMS
 Engagement Platform is consumer facing - connects to a consumer insight/desire
 Platform is broad, encompassing without being too general
 Platform is consistent, enduring (marketing programs are cyclical)
 Executive ownership and consistent messaging around the platform
 Focus where value can best be created both for society and shareholders
CAUSE AREAS
•areas where organization has the ability to have the biggest (social) influence
•areas that are critical to business activities & business sustainability
 Focus on few (3-4) meaningful ‘causes’
 Areas of focus cover range from ‘risk management’ to true ‘good citizenship’
 Linkage/Integration/Consistency with corporate Foundation, leveraging multi-brand
activation
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20. Working to build a better process
• CSR vs. Cause Marketing
• CSR as Cause Marketing
• CSR informing Cause Marketing
• Campbell’s Strategic Communications
Council
• Active partnership with Integrated Marketing
• Breaking down marketing and brand silos
• Leveraging business process
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21. Characteristics we know work
• Persistence and Continuity
• Action and Senses
• Choice
• Alignment
• Proximity
• Reward, Recognition, Gratitude
• What’s next?
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22. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
Newsletter:
http://www.volunteermatch.org/cor
porations/resources/newsletter.jsp

23. Upcoming Session: Global Oct!
Pro Bono Service on Steroids:
International Corporate Volunteering
Tuesday
October 4, 2012
10-11 a.m. PT (1-2 p.m. ET)
Guest Speakers:
Amanda MacArthur
CDC Development Solutions
Pascale Sejean
PepsiCorps
Register:
https://www1.gotomeeting.com/register/748256360

24. Upcoming Session: Global Oct!
Planet Brands:
Changing Behavior for Sustainable Social
Good
Tuesday
October 30, 2012
10-11 a.m. PT (1-2 p.m. ET)
Guest Speaker:
Lucy Shea
CEO, Futerra
Register:
https://www1.gotomeeting.com/register/249145272