Cause Marketing How Do We Do This?

How do we go about doing it without looking like an opportunist?

Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-five-best-practices-for-cause-marketing

• Corporate philanthropy and social responsibility are nothing new.

• It’s good business to help promote causes and support social endeavors.

Cause Marketing is Designed to:

•Raise Funds

•Drive Sales

•Build Brand Awareness

•Drive Cause Awareness

• Create Solutions to a Social Problem

• Inspire High Levels of Participation

What does it Do?

Benefit to Business Benefit to Cause

Mass Market PR opportunities

Customer Assurance

Employee Unity

Industry Image Boost

Personal Satisfaction

Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-five-best-practices-for-cause-marketing/

Revenue

Relationships to other Business Owners

Relationships with Sponsor’s Customers

Relationships with Employees

Business Acumen

The Reason Cause Marketing Works:

Mutual Benefit

What it Takes

Be Real

Be Passionate

Be Realistic

Be Transparent

Be Connected

Be Real

Authenticity builds trust. Like-minded partners are good for causes you care about. Opportunism never goes unpunished.

Long-term commitment, required. No drive-thru philanthropy. Be prepared to endure criticism and skepticism.

Not everyone cares about you. Cheer up, though, because someone does. Even better, they know many others like them and will help you connect with them.

Let the world know what you’re going to get out of the partnership, what you’ve already done about the cause, and what you plan to do in the future.

Use digital and social media to expand your audience and explode your cause. Seek ideas and leadership for those who rally to your movement – many of your best ideas and leaders aren’t here yet. Be open and looking for them.

Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-five-best-practices-for-cause-marketing

How are you bringing a voice?

How are you Empowering Others?

To your brand?

To your cause?

To your clients?

To your donors?

To your community?

Cause Marketing Key Questions

Donors

Board Members

Staff

Sponsors

Industry Leaders

Community Leaders

Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-five-best-practices-for-cause-marketing

From This To This

The Target

Cause

Customers/ Employees

Donors/ Clients

Company Cause

Donors/Customers/ Employees/Clients

Company

Reference: http://blog.mediasauce.com/2009/03/08/authentic-advocacy-five-best-practices-for-cause-marketing

Use the Power of Story

People Matter

Narratives: Tell stories about

people

Sample Narrative:

Housing for Haitian Mother and Child

For families like Maraseille and her son, Etienne, who survived Haiti's deadly earthquake a year ago, the simple gift of sturdy housing is enough reason for them to rejoice in the midst of circumstances that remain deeply challenging.

Statistics: Provide statistical

narratives about how people’s live have been changed. Good statistics tell a story.

Sample Statistical Narratives:

Currently, World Vision is building about 20 shelters a week at Corail and soon expects to ramp up production to more than 60 a week. Ultimately, World Vision hopes to build more than 1,000 shelters at Corail to house more than 7,000 people.

Reference: http://www.worldvision.org/#/home/gallery/housing-haiti-earthquake-survivors-5-1311

Your Brand and Organization Become Personal

Phase One

Connect

Engage

Relate

Build Cause Awareness

Serve

Phase Two

Ask

Transact

Why Cause Marketing is Effective for Fundraising?

The Lesson The Ask

25 Cents

I was at the gas station one day when a young-ish man walked over and gave me the longest story I’d ever heard about his sister and her health and bus money… he wouldn’t stop talking. I was honestly irritated that he would create such a long story, so I stopped him and said, “Hey, how much do you need?”

He said, “A quarter.”

Wow, I thought. I have a dollar and a bunch of change in my coin keeper, but he asked for a quarter . I didn’t want to start him talking again, so I gave him… a quarter. Neither amount was enough to meet his needs. If my sister were sick and I needed bus money, I’d need a lot more than a quarter. Who knows what his needs really were, but that was a LOT of effort to expend for a quarter. When you ask , ask for what you need.

Make the Connection

Know your Prospect

Find the Best Fit for them to Participate or Give

Don’t ask for $25 from someone who loves to give

$100,000 gifts.

The Last Word