2009 Great Ideas Session (HANDOUT)

2009 Idea Lab Moving from Win-Win to Win-Win-Win with Cause Marketing : 

2009 Idea Lab Moving from Win-Win to Win-Win-Win with Cause Marketing Steve Drake President, Drake & Company February 23, 2009 Connecting Great Ideas and Great People

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Power of Cause Marketing

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Basic

What? : 

What? Cause marketing happens when a not-for-profit and a for-profit partner for purpose, passion and profit. Basic

Why? : 

Why? Create awareness to advance your mission Generate funding for your organization and/or the cause Engage members Get caught doing good Basic

Why? : 

Why? Summary of Cone Research 85% of Americans have a more positive image of a product or company when it supports a cause 79% would likely switch from one brand to another if the other brand is associated with a good cause Top “issues” are education, economic development, health & disease, access to clean water 91% of Americans want companies to tell them how they are supporting causes 79% want to work for a company that cares how it impacts society Basic

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Total 79% 38% 28% Gen Y 88% 51% 41% Basic Why? Summary of Cone Research Response Likely to switch to brand with cause Have purchased product or service associated with a cause (last 12 months) Want to see a percentage of purchase donated to charity

Who? : 

Who? Non-profit + For-profit Corporation 501(c)(6) 501(c)(3) Cause: Military families Basic

How? : 

How? If you are a 501(c)(3) with a charitable purpose … Look for corporations seeking partners If you are a trade association or a professional society … Look for charity / non-profit with a mission for which your members would have a passion Look for a corporation that is interested in the charity and your members Basic

How – Finding Partners? : 

How – Finding Partners? Look for a company that “fits” Basic “Frame” your search: “Size” Use “tools” to search for the company “Geographic scope” “Product” or “Service” “Philosophy” Company Web sites Internet directories Business sources such as Hoovers

How – Cause Types : 

How – Cause Types What “tools” can be used to implement the cause? Basic Social / Public Service marketing Use “tools” to search for the company Purchase Plus Product sales Product licensing Promotional campaign Co-branded program Co-branded events (runs, rides, auctions, golf, etc.)

12 Steps to Cause Marketing : 

12 Steps to Cause Marketing Select cause Harmony (with mission) is key Make it personal For donors, members, employees Decide on partner(s) Big or small pond? Understand each other You own your brand Disclose special arrangements Transparency Who is doing the PR? Determine which form See list of types of cause programs Develop PR support plan Get recognized for doing good Establish metrics Measure your marketing Refresh & update Continuous improvement Be flexible Change on fly if needed Review & evaluate Set a date on when you will review and renew Take time to celebrate Build celebration into your campaign Include volunteers, partners, staff, etc. Basic

Slide 13: 

Practice

Target & St. Jude : 

Target & St. Jude Practice

Pedigree Adoption : 

Pedigree Adoption Practice

Sam’s, Aquafina & KAB : 

Sam’s, Aquafina & KAB Practice

Colgate & RIF : 

Colgate & RIF Practice

Life in art: Capturing yours & saving another : 

Example 5 Life in art: Capturing yours & saving another Wedding Photography: 1-time, expensive ($5,000+) Purchase Donates portion of wedding fees to purchase one water filter in name of the couple Davis Photography & TRI Practice

Measurement & Evaluation : 

Practice Measurement & Evaluation Did it achieve objectives? “Survey” participants & members Media “hits” Funds raised Public opinion (consumer polling) Other

Measurement & Evaluation : 

Practice Measurement & Evaluation

Case Study : 

Case Study Practice

The Challenge : 

The Challenge Trees to troops Practice

The “Call” : 

The “Call” Practice

The Partners : 

The Partners 1,250 members 30+ million customers Advance Spirit of Christmas for kids, families & environment FedEx: Delivery vehicles & logistics U.S. military All branches Practice

The Program : 

Coordination & Fund-raising 4,000 – 6,000 trees from consumers The Program 10,000 - 12,000 trees Local media FedEx: 59,000+ miles + 10,000 air miles + volunteers Arrangements Families Practice

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50,554 military families received farm-grown Christmas trees Delivered to 53 military locations in 17 countries Coordinated international media coverage Practice

Building on Success : 

Building on Success GM (Saturn) New Holland Enterprise Rent-A-Car Foundation Help-America Foundation Sundt Foundation Sato Labeling American Freedom Foundation USA TODAY Drake & Company Individual Donors Practice

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23.4 MILLION households said they saw, read or heard about Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 Reach & Impact Practice 2008 Trees for Troops

Evaluating (CSF perspective) : 

Evaluating (CSF perspective) Delivered fresh, farm-grown trees to 50,500 families in four years Generated $1 million (cash + in-kind) per year for four years Produced millions of media impressions Recognized by 23 million U.S. households Engaged and touched 71% of organization’s members Earned three national awards What other program could reach this level? Practice

Key Learnings : 

Key Learnings Make it personal Make it relevant Make it transparent If you are the charity, own “the brand” Example, it is the Trees for Troops program NOT the FedEx Trees for Troops program Be clear on this (upfront) with corporate partners Create partnerships Seek other non-competing partners Continuously refresh and update 7.44) Share the passion Practice

Resources: : 

Resources: 12 Steps to Successful Cause Marketing http://blog.drakeco.com/2008_06_01_archive.html Cone-Duke Research http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20081001005317&newsLang=en 2008 Cause Study, PR Week http://barkleyus.com/articles/show/43-pr_week_cause_survey_2008#

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Contact Information: Steve Drake President, Drake & Company Phone: 636-449-5050 E-mail: drake@drakeco.com Websites: www.asaecenter.org www.drakeco.com Connecting Great Ideas and Great People