Creating Effective Cause Campaigns from Start to Finish Mollye … · 2016. 5. 20. · cause...
Transcript of Creating Effective Cause Campaigns from Start to Finish Mollye … · 2016. 5. 20. · cause...
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Creating Effective Cause Campaigns…from Start to Finish
Mollye RheaCause Marketing Summit
May 24, 2016
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Cause Program GPS
• Finding the Right Partner
• Conceiving an Exceptional Campaign
• Executing a Solid Strategy
• Q&A
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A Little About Me
• Founded For Momentum in 2003
• Experience in advertising, nonprofit development and brand management
• Frequent speaker and lecturer on cause marketing and sales
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Agency Philosophy
We unite companies and brands with nonprofits in a
way that maximizes benefits with high-touch programs
that enhance visibility, yield strong philanthropic
impact and add value for both organizations.
For Momentum Philosophy
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For Momentum Clients A to Y
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Now, Tell Me About You
How many years of cause experience do you have?• This is my first job in cause• 1-3 years• 4-5 years• More than 5 years
Where do you work?• Nonprofit• Corporate• Agency/Consultant
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Let’s Get Started!
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Destination – Cause Marketing Partnership
• Mutually beneficial relationship that leverages assets from both brands
• Raises funds and/or awareness of a societal issue
• Engages a brand’s stakeholders (customers, employees, etc.) in a mission that is aligned with the company’s brand or values
• Enhances brand equity and can provide product differentiation or increased sales
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Finding the Right Partner – A Natural Fit
• Mission
• Brand
• Offering
• Policies/Guidelines
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Finding the Right Partner – The Marketing Fit
• Target market
• Assets/benefits
• Timing
• Budget
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Finding the Right Partner – The Right Contacts
• Warm leads
• New pipeline
• Budget cycles
• Approval process
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Nonprofit Perspective
• Message/brand match
• Funding
• Awareness
• Organizational policies
• Culture
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Corporate Perspective
• Corporate objectives
• Brand goals
• Performance measures
• Sufficient ROI
• Resources
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0% 20% 40% 60% 80% 100%
Increase Brand Loyalty
Showcase Community/SocialResponsibility
Create Awareness/Visibility
Brand/Mission alignment
When asked to select the single most important factor,
92% chose brand alignment.
Top Factors for Selection Source: For Momentum2015 Corporate Partner Survey
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Most Corporations Support Multiple Charities
Source: For Momentum2015 Corporate Partner Survey
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Top Benefits Sought Source: For Momentum2015 Corporate Partner Survey
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Conceiving an Exceptional Campaign
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Exceptional Campaign Elements
• Fundraising
• Awareness
• Employee integration
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Fundraising
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Fundraising
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Fundraising
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Fundraising
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Fundraising
• An elite group of 77, million-dollar-plus charity checkout campaigns raised more than $388 million in 2014.
• In aggregate, these large point-of-sale donation programs have raised over $3 billion in the last 31 years.
Source: Cause Marketing Forum
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Driving Awareness
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Driving Awareness via Media Partners
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Driving Awareness via Traditional Media
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Integrated with Social Media
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Driving Awareness with Celebrities
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Driving Awareness via Nontraditional “Media”
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Employee Involvement
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Volunteer Engagement
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Corporate Culture
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Executing a Solid Strategy
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Strategic Partnership Objectives
Your Organization’s
Assets
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Asset Inventory• First, make a list of all
your organization’s assets
• Consider anything and everything that might be of value in a cause marketing partnership
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Asset Inventory1. Organizational Assets
• Mission
• Brand
• Halo
• Reputation
• Culture
• Geographic footprint
• Content
• Unique business model or selling
points (USPs)
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Asset Inventory2. Relationship Assets
• Executives
• Board members
• Staff: national, field
• Followers
• Volunteers
• Beneficiaries
• Vendors
• Celebrities
• SME influencers
• Collaborative partners/cause partners
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Asset Inventory3. Marketing Assets
• Live:
• Bricks and mortar
• Events, programs
• Media: owned/earned/paid
• Online: website, blogs, articles, social media, podcasts, videos, pins
• Print: newsletters, annual report, press releases/stories
• PR coverage
• Media partners
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Asset Inventory
What else?
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Checking Out Your Competition41
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Checking Out Your Competition
• Budget
• Geographic footprint
• Signature cause programs
• Events
• Programmatic offerings
• Online presence
• Activation strategies
• Media assets
• Current partners
• Celebrities
• USPs
#CM101
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Strategic Partnership Objectives
Your Organization’s
Assets
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Securing Team Member Buy-In
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Securing Buy-In
Why is this important?
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Securing Buy-In
Who• Your boss
• C-suite/management
• Board/development committee
• Sponsorship benefit deliverers
• Target audience
• Prospective partners
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Securing Buy-In
When• Before
• During
• After
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Navigating the Sales Cycle
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Sales CycleIdentify and
Research
Prospects
Initial Outreach
to Introduce
Opportunity
Build Relationship &
Engage ProspectsRespond to
Prospect’s
Needs/
Customize
Benefits
Negotiate
Agreement
Parameters
Close
Partnership
Deal
Deliver,
Measure
and
Evaluate
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2014 For Momentum Survey
0%
10%
20%
30%
40%
50%
60%
70%
80%
Renewal Upsell Inbound Board/StaffIntro
Cold Call
80%
47%
27%
40%
14%
20%
33%
53%
60%
14%20% 20% 21%
57%
0-6 Mths
7-12 Mths
12-18 Mths
18+ Mths
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Coming June 1st – For Momentum’s Cause Partnership Sales Cycle Research
• Survey of senior nonprofit
executives across U.S.
• Helps answer the question:
“How long will this take?”
• Analyzes factors influencing
sales decisions
• Shares most effective pitches
and biggest objections
• Arrives next week
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Cause Partnership Sales Cycle Definitions
• Sponsorship - a primarily cash funder or in-kind contributor for an event, program or specified campaign/activity
• Integrated Partnership - a relationship where both you and your corporate partner leverage shared assets and activate the partnership to raise awareness and/or funds from a variety of constituents such as consumers and employees
• Employee-Directed Partnership - a relationship where your corporate partner activates its employee base to raise awareness and funds by creating teams, encouraging workplace activities and volunteerism to support your cause
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Implementation
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PlanningImplementation
Establish your collective budget
• Sponsorship fees
• Activation costs
• Human resources
• Contributed goods and services
• Advertising, marketing, PR support
• Measurement – research and tracking
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PlanningImplementation
Establish your mutual timelines
• Partnership milestones
• Approval timelines
• With partner
• Internal
• Regular check-ins
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PlanningImplementation
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Establish who, what, when
TASK DESCRIPTIONCOMPLETION
DATEWHO NOTES
Promotion Elements
Materials Development
Sponsor Benefits
Implementation
Measurement
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Measurement57
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PlanningMeasurement
Possible measurements• Sales/fundraising
• Impressions
• Name capture
• Website views, Facebook likes, Twitter followers, Pinterest pins, etc.
• Pre- and post-awareness levels
• Pre- and post-opinion surveys
• What else?
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Resources60
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For Momentum Resources
Download these free cause marketing resources at www.formomentum.com.
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Cause Marketing Summit
Read the blog, subscribe to emails, and learn about the latest happenings at www.causemarketingnyc.com.
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Cause Marketing Forum
• Newsletters
• Webinars
• Annual conference
• Cause Talk Radio
podcast
• Cause Update blog
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Blogs, Publications, Associations, Charity Information ProvidersAll of these resources are listed on the “Cause Industry Influencers” page at www.formomentum.com.
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Contact
Mollye RheaFounder and PresidentFor Momentum LLCEmail: [email protected]: 770.604.9877Website: www.formomentum.com
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