AMA cause marketing
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Profit with a Purpose: Doing Well & Doing Good
description
Transcript of AMA cause marketing
Profit with a Purpose:Doing Well & Doing Good
Katya AndresenCOO, Network for Good
@KatyaN4Gnonprofitmarketingblog.com
Get the Guide: Networkforgood.org/causemarketing
Why this stuff matters right now
Companies
Consumers
Companies
Consumers
THE SEISMIC SHIFTFragmentationFilteringPFKATA are in control
We are being ignored.
Photo: LifeHacker
Causes need help
The Triple Value Proposition*
*BBMG
Practical: What is in it for me?
Tribal: What is in it for my circle?
Individuals conform their beliefs about disputed matters of fact to values that define their cultural identities.
Cultural cognition
Social: What is in it for we?
Warmth + Competence for Brands
“CSR is dead, long live CSR!”Social good + marketing
How do you do it?
Check the 4 basics first.
1. Suitability
2. Authenticity
3. Transparency
4. Selling Point
Check? OK, now set goals.• Who’s the audience, taking what action?• What will be the result for your brand?• For the cause?
Make sure you have a supportive environment.• Within your company• Community of consumers
Frame the campaign
Choose the campaign design• Crowdsourced voting• Matching grant• Social action• Issue awareness
Inspire action• Easy• Urgent• Incentives• Participatory
Disaster preparedness• Japan• Joplin
About partnership
www.NetworkforGood.org/partner
Giving Partner of Choice: We Power…
www.NetworkforGood.org/partner
Engagement Solutions for Good Enable Donations to 1.2M Charities Reward Your Audience with Charity Add Charity to Your Social Strategy Get Consumer & Employee Insights
www.NetworkforGood.org/partner
Examples of Engagement Solutions for Good in Action
