Doing Well by Doing GoodEach year the Cause Marketing Forum honors businesses and nonprofits for crafting programs that payfinancial and social dividends. Here we celebrate the winners of the 2011 Cause Marketing Halo Awards.

Cause Marketing Golden Halo Award HonoreesThis year the Cause Marketing Forum bestows its highest honor on these industry leaders.

In 2000, Bronx high school

teacher Charles Best launched

DonorsChoose.org to enable

individuals to connect directly

with classrooms in need.

Public school teachers post classroom project requests (such as pencils for a poetry

writing unit or microscope slides for a biology class) at DonorsChoose.org. Donors

browse the lists of classroom needs, give any amount and hear back from the class they

helped with photographs, thank-you letters and a cost report showing how every dollar

was spent.

In 2006, DonorsChoose.org developed a string of technology and marketing break-

throughs that have empowered corporate partners to engage millions of people in

support of public school teachers and their students.

Companies have used DonorsChoose.org gift cards to give their customers the ex-

perience of supporting classrooms in need. Retailer Crate and Barrel, for example, has

distributed more than 1 million gift cards to its customers and experienced growth in

sales, customer engagement and brand loyalty.

DonorsChoose.org’s application programming interface allows business partners to

leverage the organization’s online program platform to create their own cause market-

ing programs.The first such program, Sonic Drive-In’s Limeades for Learning, engaged

teachers, students and parents to raise $1.35 million for classroom resources in commu-

nities across the country.

The expanding group of DonorsChoose.org corporate partners includes American

Express, Build-A-Bear Workshop, Chevron, Microsoft, U.S. Cellular and Yahoo!

For leading cause marketing into the digital age; for forging creative, high-tech, high-

touch partnerships with a diverse group of corporate partners; and for helping enrich

the classrooms of millions of students, the Cause Marketing Forum honors

DonorsChoose.org with the 2011 Cause Marketing Golden Halo Award for Nonprofits.

eBay, the first e-commerce company to win the

Cause Marketing Forum’s coveted Golden Halo,

is being honored for a program launched, like

CMF, in 2003: eBay Giving Works.

Giving Works makes it convenient for people

to raise money for their favorite causes on eBay

through several avenues: Sellers can donate a

percentage of anything they sell up to 100 per-

cent—and get that same percentage off their listing fees; buyers can add a donation to

any purchase; anyone can make an immediate cash donation; and nonprofits can sell

directly—with all fees waived—to raise funds.

It’s an outstanding example of a cause initiative that is deeply integrated into a com-

pany’s operations and that generates significant business and social dividends.

For example:

■ eBay buyers and sellers raised $54.8 million for nonprofits in 2010 and have generated

nearly $250 million in donations since the program’s inception.

■ Market research indicates the program is a boon to sellers. On average, buyers pay

2 percent to 6 percent more for items that benefit charity as indicated by displaying the

blue and yellow Giving Works ribbon.

■ Cause ties have attracted many new buyers and sellers to eBay over the years.

Giving Works is just one part of eBay’s Global Citizenship portfolio of programs,

which includes initiatives to enable the eBay community to sell and buy more sustain-

ably, a global marketplace for environmentally and socially responsible shopping, the

eBay Foundation and a microfinance organization.

For embedding giving into the world’s largest online marketplace, for sharing proof

that doing well and doing good can go hand in hand in cyberspace and for helping

thousands of nonprofits raise hundreds of millions of dollars, the Cause Marketing

Forum honors eBay with the 2011 Cause Marketing Golden Halo Award for Business.

THE BEST OF

CAUSE MARKETING GOLDEN HALO AWARD FOR NONPROFITS CAUSE MARKETING GOLDEN HALO AWARD FOR BUSINESS

Learn more at www.CauseMarketingForum.com

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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

Corporate social initiatives are

multiplying these days—in

fact, cause was the fastest

growing form of sponsorship

in 2010.

When company and cause

align, it’s a beautiful thing. But

experienced cause marketers

will tell you: It’s not easy.

The Cause Marketing Forum

provides the practical infor-

mation you need to avoid

headaches and create pro-

grams that generate social

and financial dividends.

CauseMarketingForum.com

is the place to go for the

how-to information, connec-

tions and training you need to

succeed.

SPECIAL OFFERCMF members receive free ac-

cess to monthly teleconfer-

ences and dozens of

on-demand recordings, listings

to promote their services and

much more.

Ad Age readers who join CMF

by June 30 will save $50 by en-

tering promo code TEL50 at

causemarketingforum.com/

membership

Connect with the CMF

Get our free newsletter

Join the CMFGroup

Follow @TweetCMF

BEST TRANSACTIONAL CAMPAIGN

GOLD: The Community TELUS TV Cam-

paign: TELUS and various local charities

�The 2010 Community TELUS TV cam-

paign contributed $100 to a local cause

for every new TELUS satellite or OPTIK TV

customer in 22 Canadian markets.

Guided by the TELUS “We give where we

live” philosophy, CTTV teamed up with

local charities in smaller communities

across the country where its donation

would have the largest impact. The cam-

paign drove sales 46 percent above fore-

cast levels, far exceeding performance in

other markets. Over 12 months, the CTTV

program donated $3.9 million Canadian

to charities and will expand to 16 new lo-

cations in 2011.

SILVER: Huddle to Fight Hunger: Kraft

Foods and Feeding America

BEST SOCIAL SERVICE OR EDUCATION

CAMPAIGN

GOLD: National Suit Drive: Men’s Wear-

house and multiple local nonprofits

focused on job readiness for disadvan-

taged men

�Facing a recession-depressed market

for clothing sales, Men’s Wearhouse dedi-

cated its paid advertising to promotional

offers in 2010. Its long-running “Men’s

BEST CAUSE MARKETING CAMPAIGN COMPETITION WINNERS

Passion makes anything possible We at eBay are honored to receive the 2011 Cause Marketing

Golden Halo Award for our charity fundraising program, eBay

Giving Works. We dedicate the award to eBay and PayPal users,

who have raised nearly $250 million for nonprofits.

We would also like to share our appreciation for eBay Inc.

employees and the millions of eBay and PayPal users around the

world for their creative use of our ecommerce platforms to make

the world better.

Thank You.

www.ebayinc.com/sustainability

Making it easy and convenient

for buyers and sellers to raise

millions of dollars for the causes

they care about.

Investing in innovation that

creates economic opportunity

and engaging employees in

serving their communities.

Inspiring eBay buyers and sellers

toward greener, smarter buying.

Providing a faster, safer way to

fundraise online.

Convening thousands of

environmentally and socially

responsible sellers and buyers.

Offering consumers an easy,

effective way to invest in the

world’s working poor.

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Wearhouse National Suit Drive” cam-

paign, built on a “donate clothing, re-

ceive a discount” offer, could only use PR

to generate attention and participation.

Mullen, its agency, attracted media cov-

erage with scantily-clad street teams

wearing “Give the Suit Off Your Back”

signs and with local outreach, sharing

success stories of past suit-drive recipi-

ents. The result: a big sales boost, more

than 250 million media impressions and

110,000 clothing donations.

SILVER: Kohl’s Cares $10 Million Con-

test, Kohl’s Department Stores and K-12

schools across the country

BEST HEALTH-RELATED

CAMPAIGN

GOLD: The Recovery Project: A&E Televi-

sion Network and Faces & Voices of Recov-

ery, National Council on Alcoholism and

Drug Dependence and Community Anti-

Drug Coalitions of America

�Inspired by the response to its Emmy-

winning series “Intervention” from view-

ers, addicts, families and treatment

professionals, A&E Television Network

created the Recovery Project, a national

multiplatform campaign to help break

the stigma of addiction and raise aware-

ness that recovery is possible. Boldly tak-

ing on this controversial topic without

being controversial, A&E joined with

strategic governmental and nonprofit or-

ganizations to sponsor an 11,000-partici-

pant National Recovery Month hub

event and more than 100 local events

around the country, led in coordination

with “Recovery Delegates” selected by

state agencies.

SILVER: Hyundai Gives Hope on Wheels:

September Childhood Can-

cer Awareness Initiative:

Hyundai Motor America

BEST MESSAGE-FOCUSED

CAMPAIGN

GOLD: National Conversa-

tion Drive: Liberty Mutual

and ITNAmerica

�Determining when an older

driver should no longer get

behind the wheel is a sensi-

tive topic. To encourage con-

versations between seniors

and their adult children, Lib-

erty Mutual launched the Na-

tional Conversation Drive.

Journalists and consumers

were invited to experience

age-related ailments by wear-

ing the Senior Simulator Suit

and attempting everyday

tasks such as driving or shop-

ping. Coverage on the NBC

morning show “Today” and

other outlets drove con-

sumers to a Web portal for

tips on initiating a dialogue.

Liberty Mutual moved con-

sumers to pledge to have

these conversations with an

offer to donate to the non-

profit Independent Trans-

portation Network.

SILVER: Trick-or-Treat for

UNICEF: Toys “R” Us and U.S.

Fund for UNICEF

BEST VIDEO CREATIVE

GOLD: American Express

Members Project: American

Express

�In 2010, American Express fo-

cused its Members Project

campaign on the theme, “The

Smallest of Steps Can Make a

Big Difference.” It provided

consumers with easy ways to

volunteer, donate or vote on

how the company should

make contributions. American

Express launched the cam-

paign with TV spots on the

2010 Academy Awards broad-

cast featuring Yvon Chouinard,

SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

In 2010 KRAFT FOODSdid some� ing special.

We executed our largest hunger relief campaign to date. Our goal

was to give 20 million meals to Feeding America and help those in need.

We are proud to say we accomplished it. But it wouldn’t have been possible

without your support. So thank you. Who knows what we can do this year.

Vis� KraftFightHunger.com for details.

©2011 KRAFT Foods s The monetary equivalent of a meal was donated. $1 donated = 7 meals secured by Feeding America on behalf of local food banks.

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©2011 A&E Television Networks, LLC. All rights reserved. 0644

Real Life.Ch

ange

.

ONE SMALL STEP.ONE BIGCHANGE.

At A&E,®

we’re proud to inspire continued change in people’s lives through

compelling programming like Intervention,®

Hoarders™ and Beyond Scared Straight,

and through our Real Life. Change.™ advocacy initiative.

To fi nd out more, visit RealLifeChange.com or contact your A&E

sales representative.

We’re honored to be in the distinguished company of the 2011 Halo Award recipients.

AA010506 5/24/11 12:40 PM Page 1

founder of Patagonia, and Geoffrey

Canada, founder of the Harlem Children’s

Zone, two people whose immense social

impacts started with small steps.

SILVER: Blue Water Project: Royal Bank

of Canada and Free the Children, Tides

Canada and the National Geographic

Society

BEST ENVIRONMENTAL OR

ANIMAL CAMPAIGN

GOLD: Blue Water Project: Royal Bank

of Canada and nonprofits that protect

watersheds and provide clean drinking

water

�In 2007, RBC adopted the cause of

water sustainability and created the RBC

Blue Water Project, a $50 million multi-

year global commitment to protect the

world’s most precious natural resource. In

2010, RBC felt it was time to share its

water initiatives with socially-minded

consumers and employees. A series of TV

spots and online videos explained that “it

takes more than a financial company to

protect fresh water” and showcased the

work of three of its grant recipients. Em-

ployees were engaged via social media

initiatives and a series of watershed

cleanup and educational events, includ-

ing the first RBC Blue Water Day.

SILVER: Hello Green Tomorrow: Avon

and the Nature Conservancy

BEST PRINT CREATIVE

GOLD: Child Hunger Ends Here:

ConAgra Foods and Feeding America

�Although ConAgra has partnered with

Feeding America to fight child hunger

since 1993, in 2010 it began to ask con-

sumers to get involved through its

brands. From March to May, ConAgra

made a seven-meal donation for every

purchase of a participating product and

encouraged consumers to fight hunger.

As part of an integrated campaign, full-

page newspaper ads were localized to

illustrate the child hunger problem in

each publication’s community.

SILVER: Bulgari for Children’s Educa-

tion: Bulgari and Save the Children

BEST EVENT MARKETING CAMPAIGN

GOLD: National Believe Day: Macy’s

and Make-A-Wish Foundation

�Macy’s nostalgic Christmas campaign

donates $1 to the Make-A-Wish Founda-

tion for each child’s letter to Santa

posted at Macy’s, up to $1 million. In

2010, Macy’s declared the second Friday

in December “National Believe Day.” It

gave an extra dollar for letters posted

that day and teamed up with Make-A-

Wish chapters to grant additional wishes

in 50 markets. A whopping 204,186 let-

ters were collected on National Believe

Day, a 611 percent increase over the prior

year, generating increased store traffic for

Macy’s and an additional donation for

the Make-A-Wish Foundation.

SILVER: National Conversation Drive:

Liberty Mutual and ITNAmerica

BEST DIGITAL MARKETING CAMPAIGN

GOLD: Our School Needs: Microsoft-

Bing and DonorsChoose.org

�To attract and retain users, Bing, Mi-

crosoft’s new search engine, chose kids’

education as its cause-related focus. With

DonorsChoose.org, Bing launched “Our

School Needs,” a six-week contest that in-

vited participants to describe online

what their school needed most and

compete for funding. During the voting

phase, the first 30,000 voters each day re-

ceived a $3 donation code to support a

classroom project via DonorsChoose.org.

Using social media as a means for mobi-

lizing consumers, OSN used new tactics

such as Twitter parties and blog tours.

The program converted 25 percent more

users to Bing than its marketing program

average and generated nearly $700,000

in contributions from Bing to fund school

projects in all 50 states.

SILVER: The Aviva Community Fund:

Aviva Canada

SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

We would like to thank the Halo Awardsfor shining a light on the RBC Blue Water Project.™

Freshwater sustains life - together we must protect it. Supplies are strained and the health of global communities depends on reliable access to freshwater. That’s why we created the RBC Blue Water project, our $50 million commitment to hundreds of organizations around the world that work tirelessly to project this most precious resource.

Helping build a better future.

To learn more, visityoutube.com/rbcbluewaterproject ® Registered trademarks of Royal Bank of Canada. ™ Trademark of Royal Bank of Canada.

Banking | Wealth Management | Capital Markets | rbc.com

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