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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.
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Cause Marketing - Getting the Message Right for the New Consumer/Donor
For Audio Call: 1-408-792-6300 Event Number: 669 173 909
Presented By: Mirm Kriegel, BBMG and Justin Perkins, Care2.com
November 5, 2009
About BBMGA 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.
What we’ll cover• Branding 101• The Moment: Five Trends Shaping the Marketplace• The Conscious Consumer• Triple Value Proposition• Case Studies• Questions
THE FIVE LAWS OF BRANDING
What’s a brand?
• What you stand for• Your unique difference• The promise behind your mission
FIVE LAWS OF BRANDING
Word
Brand
Car + Safety
1. THE LAW OF THE WORD
International + Children
1. THE LAW OF THE WORD
1. THE LAW OF THE WORD
Cancer Research + CURE
FIVE LAWS OF BRANDING
Word
Focus
Brand
IMPORTANT TO TARGET
ORGANIZATION STRENGTH
OTHER ORGANIZATIONS
NOT ADDRESSING NEED
2. THE LAW OF FOCUS
Identifying your unique value proposition
SWEETSPOT
A brand becomes stronger when you narrow its focus
Children’s Supermart?
2. THE LAW OF FOCUS
FIVE LAWS OF BRANDING
Word
Focus
Leadership
Brand
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
When you don’t have a leading brand, create a new category in which you can claim leadership.
3. THE LAW OF 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
FIVE LAWS OF BRANDING
Word
Focus
Leadership
Authenticity
Brand
4-Day Work Week
4. THE LAW OF AUTHENTICITY
FIVE LAWS OF BRANDING
Word
Focus
Leadership
Authenticity
Consistency
Brand
• 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…
5. THE LAW OF CONSISTENCY
Cake Decorating Kit
Energy Beer
Flame: meat-scented perfume
5. THE LAW OF CONSISTENCY
Coke Pepsi
5. THE LAW OF CONSISTENCY
5 PRINCIPLES OF BRANDING
Strategic
StakeholderFocused
Inside-Out
All Touch Points
Empowering
Brand
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
1. AUTHENTICITY
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
2. INTEGRATION
From Charity > Shared Value Creation
The cause is consistent with the company’s overall strategy
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
CAUSE MARKETING DONE WRONG
Campaigns violating the law of consistency:
Can Macy’s claim to be green?
What’s the particular relevance?
CAUSE MARKETING DONE RIGHT
FIVE TRENDS SHAPING THE MARKETPLACE
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
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
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
5. ConsciousnessConsumers are redefining value in the new economy. It’s about value and values.
MEETING THE CONSCIOUS CONSUMER
Five Values that DriveConscious Consumers
HEALTH AND SAFETY
HONESTY
CONVENIENCE
RELATIONSHIPS
DOING GOOD
CONSUMER SEGMENTATION OVERVIEW
Enlighteneds Aspirationals
Practicals
Indifferents
10%
20%
30%
40%
TOP ISSUES (ONE OF THE MOST IMPORTANT)
56%52%51%46%41%40%34%32%29%29%26%23%
HEALTH CARE
EDUCATION
SAFE DRINKING WATER
CURES FOR DISEASES
RENEWABLE AND ALTERNATIVE
ENERGY
FAIR WAGES AND SAFE WORKING
CONDITIONS
POVERTY
CRUELTY TO ANIMALS
GLOBAL WARMING
WORLD HUNGER
WILDLIFE CONSERVATION
INTERNATIONAL HUMAN RIGHTS
Why Care?
3X Early Adopters3X Reward3X Punish3X Influence (+)3X Influence (–)4X Blog, post, reviewALL ADULTS
48%
ENLIGHTENEDS
Takeaway: The Passionate 10
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.
10>90
Triple Value PropositionAn approach to branding that delivers on three dimensions of value: personal relevance, social purpose and meaningful participation
UNIQUE VALUE PROPOSITION
IMPORTANT TO TARGET
ORGANIZATION STRENGTH
OTHER ORGANIZATIONS
NOT ADDRESSING NEED
SWEETSPOT
TRIPLE VALUE PROPOSITION
PRACTICALBENEFIT
SOCIALBENEFIT
TRIBAL BENEFIT
SocialHow does the brand help me make a difference in the world?
PracticalHow does the brand improve my life?
TribalHow does the brand connect me to a community that shares my values, hopes and aspirations?
SWEETSPOT
FROM CURE TO PURE Shifting the paradigm on breast cancer
Case Study
PracticalPractical, accessible tips that help me mitigate the risk of breast cancer in my daily life.
SocialReducing the risk of breast cancer.
TribalCreating a sisterhood around a cause; leveraging Luna’s current network bound by shared values of health and nutrition for women.
QUESTIONS?
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 [email protected]
CONNECT
Cause Marketing: Getting the Message Right for the New Consumer
QUANTITATIVE 2,000 person national poll +/- 2.2% margin of errorOct. 26 - Nov. 6, 2008Global Strategy Group
QUALITATIVE 15 ethnographic interviews January 2009East and West CoastsBagatto, Inc.
METHODOLOGY
© Care2, Inc. p. 1
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…
~$1.6 billion will have been spent on cause marke*ng campaigns in 2009
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
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
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
Consumer is the Hero
Make People Feel Good
Keep it Personal
Fulfill the Consumer’s Needs
Specific, Timely, Local
What Happens Next?
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
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
Case Study: Fetzer and Yellowstone Sustainability Pledge
Resources for Cause Marke*ng
• Care2’s nonprofit marke5ng blog ‐frogloop.com
• hGp://www.independentsector.org/mission_market/organiza5ons.htm#16
• hGp://causemarke5ngforum.com/
© Care2, Inc.
p. 20
Cause Marke*ng & Nonprofit Campaigns with Care2
Justin Perkins Director Business Development &
Nonprofit Marketing Strategy (303) 475-4827
Appendix
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
Chaperoned Email Blast
Millions of Care2 members sign up to receive Ac*on Alerts on social and environmental causes they care about.
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.
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.
Care2 Cause Marke*ng Examples
Care2 Cause Marke*ng Examples
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
Branded eCards
Branded eCard (Thank you page)
Example of Custom Co‐Branded Click2donate Placement
Click2donate Next Ac*on Placement – Lead Gen or Coupon
Sponsored Contests
Copyright ©2008 Care2, Inc. All rights reserved 11/5/09 36
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
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
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