Presentation is an overview of cause marketing and relavant examples.

1. Cause Marketing &
Social Change
Changing The Conversation
10.25.11 - Fall 2011
Instructor: Andrew Hoffman
Monday, November 7, 2011

2. Cause Marketing - Definition
Type of marketing involving the cooperative
efforts of a "for profit" business and a non-profit
organization for mutual benefit.
The term is sometimes used more broadly and
generally to refer to any type of marketing effort
for social and other charitable causes, including
in-house marketing efforts by non-profit
organizations.
http://en.wikipedia.org/wiki/Cause_marketing
Monday, November 7, 2011

3. Cause Marketing Impact
IEG predicts corporate cause
sponsorship to reach $1.7 billion
in 2011.
Monday, November 7, 2011

4. Cause Marketing Impact
IEG predicts corporate
cause sponsorship to reach
$1.7 billion in 2011.
Monday, November 7, 2011

5. Cause Marketing Impact
93% of consumers want to know what companies are doing to
make the world a better
91% also want to be heard by companies.
2011 Cone/Echo Global CR Study
Monday, November 7, 2011

6. Millennials vs Non-Millennials
Millennials, more than Non-Millennials, prefer active engagement in
cause campaigns
Volunteering 31% vs 26%
Cause Support Purchasing 37% vs 30%
Encourage Other to Support Causes 30% vs 22%
Participate in Fundraising Events 27% vs 16%
37% of Millennials report being drawn to products co-branding with
cause campaigns where their purchase is a form of support, such as
Tom's Shoes One for One Campaign.
American Millennials: Deciphering the Enigma Generation, a report from Barkley based on research conducted
as part of a joint partnership with Service Management Group, The Boston Consulting Group and Barkley
Monday, November 7, 2011

7. Nike & Livestrong
22% of Annual Revenue Comes from Merchandise Sales.
Monday, November 7, 2011

8. Livestrong Chalkbot
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9. Holstee - Falling Whistles Collab
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10. Holstee - Falling Whistles Collab
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11. Holstee - Falling Whistles Collab
Holstee.com
FallingWhistles.com
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12. Otterbox - Iphone Case
10% of the purchase goes to the
Avon Breast Cancer Crusade.
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13. Susan G Komen For The Cure
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14. Susan G Komen For The Cure
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15. Susan G Komen For The Cure
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16. Susan G Komen For The Cure
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17. Charity: Water
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18. Charity: Water-September Campaign
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19. MyCharityWater.org
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20. MyCharityWater.org -Project
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21. Charity: Water - Blogging
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22. Charity: Water - WaterForward.org
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23. Charity: Water - WaterForward.org
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24. Charity: Water - Thank You Videos
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25. Toms Shoes
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26. Toms Shoes
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27. Toms Shoes
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28. Warby Parker
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29. Sevenly.org
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30. Samaritan’s Purse
Operation Christmas Child
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31. Samaritan’s Purse
Operation Christmas Child
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32. Samaritan’s Purse
Online Gift Catalog
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33. GreenWashing
a form of spin in which
green PR or green
marketing is deceptively
used to promote the
perception that a
company's policies or
products are
environmentally friendly.
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34. GreenWashing
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35. GreenWashing
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36. GreenWashingIndex.com
You can post, review, and vote on the legitimacy of various ads.
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37. TreeHugger.com
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38. assignments
Blog
I need your paper ideas emailed to me by Monday, Nov 7th
You should have a meeting scheduled with your client for group project
Monday, November 7, 2011