Highlights from a presentation on how our PR agency helps clients navigate cause marketing; includes statistics and a decision-making "roadmap" for marketers

1. DOING BUSINESS THAT DOES GOOD:
GOOD
HELPING MARKETERS FORGE
PARTNERSHIPS OF PURPOSE
Stephanie Smirnov, President
DeVries P bli Relations
D V i Public R l ti
© DeVries Public Relations (April 2009)

2. Test
Test your C I Q *
C.I.Q.
*Cause intelligence quotient

3. The effort or inclination to
philanthropy
hl h
increase the well-being of
humankind, as by charitable aid
or donations
cause A strategic positioning and
marketing tool that links a
marketing
company or brand to
a relevant social cause or issue,
for mutual benefit
corporate social How businesses align their values
responsibility and behavior with the expectations
and needs of stakeholders
(CSR)
( )

4. FUN FACTS!
Source: Mintel Report on Cause Marketing, 2007;
Cone (2007), IEG Sponsorship Report (2007); Edelman Goodpurpose (2008)

5. 52%
of consumers are more likely to
recommend a brand that supports
a cause vs one that does not

6. 81%
say when price/quality are
equal, they’re likely to switch
brands based on cause

7. 68%
of consumers would remain loyal
to a brand if it supports a cause
…even in a recession

8. 71%
have either given the same
amount of (or more) time or
money to good causes
…even in a recession
even

9. 71%
have either given the same
amount of (or more) time or
money to good causes
…even in a recession
even

10. A closer l k at women…
l look t
Source: Mintel Report on Cause Marketing, 2007

11. Significantly more likely than men to agree that
“sometimes a cause-related sponsorship will
p p
affect my purchase”

12. More likely to be philanthropically minded

13. More aware of CRM efforts than men

14. Most concerned about health issues, education,
children’s welfare and poverty
p y

15. 1.5 billion
spent on cause
marketing last year
1.4 million
non-profit
organizations in
the U.S. alone

16. DOING GOOD & GIVING BACK
A BRIEF HISTORY

17. DRAISING 1900-1940s 1950s-1960s 1970s-1980s 1990s 2000s
Early 1900s 1948 1980s 1991 2000s 2004
Wealthy Family United Way Epic Relief Evocative - Venture Post-Tsunami
foundations formalized, 1,000 USA for Icons: philanthropy Mobile Giving
local chapters Africa, AIDS/HIV - Micro-philanthropy
1910s 2006
ANTHROPY/FUND
Community Chest 1950s-1960s Band-Aid,
B d Aid Red Ribbon
R d Ribb Inconvenient Truth
Civil Rights Live Aid
Late 1920s and Anti-war 1996
Walkathon movement AIDS Quilt
transform ideals 2001
at the WDC Post-9/11 TV
in public life. Mall “roadblocks” 2008
Obama Campaign
p g
PHILA
TRANSACTIONAL TRANSFORMATIVE
2004 2006
TANGIBLE Nike. LAF and - Pixel Donating
TIED TO PRODUCT LIVE STRONG - CRM spending
1992 +24% vs ’0505
USE MARKETING
G
Pink Ribbon
(Lauder)
1997
1983 2005 2007
Revlon
Adventure
AMEX & Run/Walk
Altruism
1998
Statue of Avon Walkathon
CAU
Liberty
SOCIAL AND ACTIVE
MASS PRODUCED: CREATED FOR EVERYONE PRODUCED BY THE MASSES: CREATED BY EVERYONE
MEDIA AND POP CULTURE
1900s-1920s 1960-1970s 1970s-1980s Mid 1990s Digital Explosion
Local community & Epic concerts Rise of ideals- Ideals-driven start- Online communities
small town ideals driven enterprise: up culture captures of shared interest
1930s Ben & Jerry’s, Newman’s popular imagination
Celebrity Culture
Great Depression &
p Own Rise of the Uber-
Uber
D
uprooting of local Influencer
communities
Social Media +
Mobile Culture
1980s Mutually assured
“Reagan Effect” of connectivity
cuts in gov’t funding

18. ENGAGING CONSUMERS

19. Transactional:
Doing Good through Purchase
Buys
y Organizational
Consumer $$
Product Beneficiaries

20. Active Altruism:
Doing Good Beyond Purchase
Consumer
Participates
beyond
$$ Organizational
Purchase or Beneficiaries
something
of value

21. Wired Giving:
Doing Good Digitally
Engages Organizational
Consumer Digitally & $$ or Individual
Socially Beneficiaries
Micro-philanthropy
Hack-a-thons

22. CAUSE DECISION MAKING
DECISION-MAKING
A ROADMAP

23. LET THE PLANNING BEGIN!
Have you YES
engaged all
Have you YES marketing
Have you factored in disciplines?
p NO
YES needs of
d f
aligned
on success all stakeholders? NO STOP
measures? NO STOP
STOP
YES Is senior
management
aligned to the YES Have you done YES Do you know
NO what causes are
p j
project? a landscape
p
NO assessment? important to
STOP NO your target?
STOP
STOP
Is it conducive YES
Is your brand to playing in
YES
YES equity cause space? NO
Healthy or purpose
brand?? Could cause
Co ld ca se YES clearly defined?
l l d fi d? NO
NO address
a business
challenge? NO STOP STOP STOP

24. Information & Inspiration
p
causemarketingforum.com KATYA’S NON-PROFIT MARKETING BLOG
www.nonprofitmarketingblog.com/
www nonprofitmarketingblog com/
BETH’S BLOG PR MAMA
beth.typepad.com/beths_blog/ ssmirnov.wordpress.com
@ss
@ssmirnov
o

25. Thank You!
Stephanie Smirnov, President
DeVries P bli Relations
D V i Public R l ti
© DeVries Public Relations (April 2009)