Nonprofits have the potential to tap into the $1.6 Billion spent on Cause Marketing. This presentation was from a Care2 webinar for nonprofits and socially responsible businesses doing Cause Marketing, with a focus on how to message Conscious Consumers. Donors = Consumers, and nonprofits could benefit from this paradigm shift.

1. Cause Marketing - Getting the Message Right
for the New Consumer/Donor
Presented By:
Mirm Kriegel, BBMG and Justin Perkins, Care2.com
November 5, 2009
For Audio Call: 1-408-792-6300 Event Number: 669 173 909

2. About BBMG
A new kind of marketing firm, dedicated to
the intersection of branding, social purpose
and innovation. Founded in 2003, studios
in New York and San Francisco, 35+ design
awards. Learn more at bbmg.com.

3. What we’ll cover
• Branding 101
• The Moment: Five Trends Shaping the Marketplace
• The Conscious Consumer
• Triple Value Proposition
• Case Studies
• Questions

4. THE FIVE LAWS OF BRANDING

5. What’s a brand?
• What you stand for
• Your unique difference
• The promise behind your mission

6. FIVE LAWS OF BRANDING
Word
Brand

7. 1. THE LAW OF THE WORD
Car + Safety

8. 1. THE LAW OF THE WORD
International + Children

9. 1. THE LAW OF THE WORD
Cancer Research + CURE

10. FIVE LAWS OF BRANDING
Word
Focus
Brand

11. 2. THE LAW OF FOCUS
Identifying your
unique value
proposition IMPORTANT ORGANIZATION
TO TARGET STRENGTH
SWEET
SPOT
OTHER
ORGANIZATIONS
NOT ADDRESSING
NEED

12. 2. THE LAW OF FOCUS
A brand becomes stronger
when you narrow its focus
Children’s Supermart?

13. FIVE LAWS OF BRANDING
Word
Focus
Brand
Leadership

14. 3. THE LAW OF LEADERSHIP
Leadership is the
single most important
motivating factor in
consumer behavior…
The nation's largest and most
effective animal protection
organization

15. 3. THE LAW OF LEADERSHIP
When you don’t have a leading brand, create
a new category in which you can claim
leadership.
The world’s largest no-kill rescue and adoption
organization
The first shelter in the country to be LEED certified
Chicago’s largest humane society

16. FIVE LAWS OF BRANDING
Word
Focus Authenticity
Brand
Leadership

17. 4. THE LAW OF AUTHENTICITY
4-Day Work
Week

18. FIVE LAWS OF BRANDING
Word
Focus Authenticity
Brand
Leadership Consistency

19. 5. THE LAW OF CONSISTENCY
• A brand must stand for something clear
and consistent over time
• When you change your brand to chase a
new market, bad things can happen…

20. 5. THE LAW OF CONSISTENCY
Cake Decorating Kit
Energy Beer
Flame: meat-scented perfume

21. 5. THE LAW OF CONSISTENCY
Coke Pepsi

22. 5 PRINCIPLES OF BRANDING
Strategic
Stakeholder All Touch
Focused Points
Brand
Inside-Out Empowering

23. PRINCIPLES OF CAUSE-MARKETING
Authenticity
Avoid “cause washing”
Integration
The cause is consistent with the company’s
overall strategy
Impact
Campaign impact must be measurable

24. 1. AUTHENTICITY

25. 1. AUTHENTICITY
• The company is fully engaged in the cause
• Employees are excited and passionate
about the cause
• Seek to create long-term partnerships with
organizations that are mission-aligned

26. 2. INTEGRATION
The cause is consistent with the
company’s overall strategy
From Charity > Shared Value Creation

27. 3. IMPACT
• Focus on effective partnerships that can
have a real impact for the cause
• Focus on partnerships that deepen the
relationship with consumers
• Measure and evaluate results

28. CAUSE MARKETING DONE WRONG
Campaigns violating the law of consistency:
What’s the particular Can Macy’s claim to
relevance? be green?

29. CAUSE MARKETING DONE RIGHT

30. FIVE TRENDS SHAPING
THE MARKETPLACE

31. 1.
1. Clutter
In 1940, there were 12,000
registered nonprofits in the US.
Today, there are more than 1.5
million.
*source: Giving USA, Urban Institute 2008

32. 2. Crunch
“Eighty percent of nonprofits surveyed
are under are under fiscal stress,
with four in 10 of those reporting
their stress as severe or very severe.”
-Johns Hopkins University’s Center for Civil Society
Studies survey

33. 3. Co-Ownership
“There is more computing power in our
Blackberries than there was in the control
room in Houston that put a man on the
moon.”
Jonathan Greenblatt, Mashable Summer of Social Good Conference

34. 5. Consciousness
Consumers are redefining value in the new
economy. It’s about value and values.

35. MEETING THE
CONSCIOUS CONSUMER

36. Five Values that Drive
Conscious Consumers
HEALTH AND SAFETY
HONESTY
CONVENIENCE
RELATIONSHIPS
DOING GOOD

37. CONSUMER
SEGMENTATION OVERVIEW
Enlighteneds 10%
Aspirationals 20%
Practicals 30%
Indifferents 40%

38. (ONE OF THE MOST IMPORTANT)
TOP ISSUES
56% HEALTH CARE
52% EDUCATION
51% SAFE DRINKING WATER
46% CURES FOR DISEASES
41% RENEWABLE AND ALTERNATIVE
40% ENERGY
34% FAIR WAGES AND SAFE WORKING
32% CONDITIONS
29% POVERTY
29% CRUELTY TO ANIMALS
26% GLOBAL WARMING
23% WORLD HUNGER
WILDLIFE CONSERVATION
INTERNATIONAL HUMAN RIGHTS

39. Why Care?
3X Early Adopters
3X Reward
48% 3X Punish
3X Influence (+)
3X Influence (–)
ALL ADULTS ENLIGHTENEDS 4X Blog, post, review

40. Takeaway: The Passionate 10
10>90
Engage the “most passionate 10 percent” in the
conversation, providing Enlightened Consumers with
a platform to voice their concerns, their needs and
their new ideas.

41. Triple Value Proposition
An approach to branding that delivers on
three dimensions of value: personal
relevance, social purpose and meaningful
participation

42. UNIQUE VALUE PROPOSITION
IMPORTANT ORGANIZATION
TO TARGET STRENGTH
SWEET
SPOT
OTHER
ORGANIZATIONS
NOT ADDRESSING
NEED

43. TRIPLE VALUE PROPOSITION
Practical
How does the brand
improve my life? PRACTICAL SOCIAL
BENEFIT BENEFIT
Social SWEET
SPOT
How does the brand help
me make a difference in
the world?
Tribal TRIBAL BENEFIT
How does the brand
connect me to a community
that shares my values,
hopes and aspirations?

44. Case Study
FROM CURE TO PURE
Shifting the paradigm on
breast cancer

54. Practical
Practical, accessible tips that help me mitigate the
risk of breast cancer in my daily life.
Social
Reducing the risk of breast cancer.
Tribal
Creating a sisterhood around a cause; leveraging
Luna’s current network bound by shared values of
health and nutrition for women.

55. QUESTIONS?

56. CONNECT
Relationships are the only real currency in
life. Please let me know if you would like
more information. Thanks for your time.
Mirm Kriegel, 212.473.4902 ext 207
mkriegel@bbmg.com

57. Cause Marketing:
Getting the Message Right for
the New Consumer

58. METHODOLOGY
QUANTITATIVE QUALITATIVE
2,000 person national poll 15 ethnographic interviews
+/- 2.2% margin of error January 2009
Oct. 26 - Nov. 6, 2008 East and West Coasts
Global Strategy Group Bagatto, Inc.

59. Cause Marke*ng Online Since 1998
Nearly 12 million Care2
members are making a
difference by:
• Taking Ac5on
• Volunteering
• Dona5ng
• Telling friends
• Sharing news
• And much more…
© Care2, Inc. p. 1

60. ~$1.6 billion will have been spent on cause
marke*ng campaigns in 2009

61. Why Cause Marke*ng Works
• Brands win by appealing to the social and
environmental values of Conscious Consumers
• Nonprofits win from the funding, exposure
and marke5ng exper5se of the Brand
• Consumers win through feeling good about
suppor5ng brands and causes with liGle or no
extra money from their pocket

62. Produc*ve Cause Marke*ng Campaigns
• Target exis5ng networks of consumers with a
need you fulfill
• Fulfill a need of the consumer in the stream of
their current online behavior (hint: your
website probably doesn’t maGer so much)
• Leverage a partnership with a brand or
nonprofit that has a similar cons5tuent or
customer and a large network

63. Five Quick Mantras for Messaging
• Place the Consumer at the center of the story – he/she is
the hero
• Fulfill the Consumer’s need to make a difference ‐Make
people feel good – it’s not about your org, it’s about the
consumer’s needs you’re fulfilling
• Be Specific, local and 5mely beats general
• Make it Personal and conversa5onal – one‐to‐one, not
one‐to‐many
• What happens next? Don’t distract ‐ One ac5on at a
5me ‐ always have another reason to reach out again and
keep the story going

65. Consumer is the Hero

66. Make People Feel Good

67. Keep it Personal

68. Fulfill the Consumer’s Needs

69. Specific, Timely, Local

70. What Happens Next?

71. Tools for Online Cause Campaigns
• Pe55ons
• Pledges
• Quizzes
• Surveys/ Polls
• Click‐to‐donate
• Auc5ons
• Checkout
• Contests
• eCards
• Text‐a‐thons
• Social Network Widgets
• Share a video/photo

72. America’s Favorite School Contest
• Partner: GreatSchools
• Message: Vote for your favorite school and help them
win $20,000!
• Contest dates: Launched Sept 15 – Nov 15
• 200,000+ votes
• Recruited 10’s of thousands of leads for nonprofits
• Generated 100’s of thousands of impressions for
sponsors: Target, K12, Campbell’s

74. Case Study: Fetzer and
Yellowstone Sustainability Pledge

77. Resources for Cause Marke*ng
• Care2’s nonprofit marke5ng blog ‐
frogloop.com
• hGp://www.independentsector.org/
mission_market/organiza5ons.htm#16
• hGp://causemarke5ngforum.com/

78. Cause Marke*ng & Nonprofit Campaigns with Care2
Justin Perkins
Director Business Development &
Nonprofit Marketing Strategy
(303) 475-4827
justin@care2team.com
p. 20
© Care2, Inc.

79. Appendix

80. Major Media Campaign w/ Electrolux,
Ovarian Cancer Founda*on, Kelly Ripa
Care2 helped Electrolux drive their cause
marke*ng campaign during Ovarian Cancer
Month in Sept, 2009.
• Custom Chaperoned email blast to 500k
Care2 Ac5on Alert subscribers
• Custom Daily Ac5on Campaign driving 2,000
consumers to Kelly‐Confiden5al.com “Text‐a‐
thon” Fundraiser
• E‐newsleGer ads reaching 1.2 Million
Healthy & Green Living subscribers
• Run of site media reaching over 3 million
eyeballs

81. Chaperoned Email Blast
Millions of Care2 members sign up to
receive Ac*on Alerts on social and
environmental causes they care about.

83. The Daily Ac*on Placement
Each day, over 10,000 people visit the Daily
Ac*on and 2,000‐4,000 people take the
Ac*on of the Day.
The Daily Ac*on is promoted via Care2’s
homepage, as well as by a newsleber that
pushes to 140,000 people.

84. Display Ads
Care2 sees about 4‐5 million unique visitors
each month and 40‐50 million pageviews.
Adver*sers can reach a valuable consumer
segment featuring one of the largest
popula*ons of influen*al females above the
age of 39.

86. Care2 Cause Marke*ng Examples

87. Care2 Cause Marke*ng Examples

88. The largest free and Cause‐based eCards site online
Organizations
reach Care2
users in a
positive and
uplifting
environment
where they share
messages of
love, joy and
laughter

89. Branded eCards

90. Branded eCard (Thank you page)

91. Example of Custom Co‐Branded Click2donate Placement

92. Click2donate Next Ac*on Placement – Lead Gen or Coupon

93. Sponsored Contests

94. Copyright ©2008 Care2,
Inc. All rights reserved
11/5/09 36

95. Animal Shelters Contest
• Care2 has a custom sponsorship platform for cause-
driven Web 2.0 contests.
• Example: “America’s Favorite Animal Shelter” holiday
contest
• Nonprofit partner: Adopt-a-Pet.com and their network of
local and regional animal shelters and rescue groups
• Message: Animal shelters and the animals they serve
are suffering in this economy. Vote for your favorite
local shelter to rescue group and help them win a
much-needed $10,000!
• Contest dates: 12/2/08 – 1/31/09
• Total page views: 2.3 million
• Total individuals voting: 250,000
• Total daily visitors: 557,000

97. America’s Favorite Farmers Market
• Nonprofit partner: Local Harvest
• Message: Vote for your local farmers market and help
them win $5,000!
• Contest dates: Summer 2009
• Total page views: 2.0 million
• Total individuals voting: 100,000
• Total daily visitors: 300,000