3. Stacie Madden SEM Associates Experience in nonprofit,
healthcare and consumer products Former director of marketing and
corporate giving for IFAW Communications and community outreach for
EMD Serono Brand building roles at Reebok, Dunkin Donuts and
HealthBridge MBA from Babson College
4. Nancy Barr International Fund for Animal Welfare Joined IFAW
in 2006, currently Senior Manager, Educational Marketing 18 years
experience in nonprofit marketing and international communications
Previous positions with the United Nations, World Vision, CBS News
and Time Magazine MA, International Relations: USC BA: Williams
College
5. Agenda What is branding? Key messages and positioning What
is cause marketing? Developing strategic partnerships Case study:
IFAW Q&A
6. What is branding? Noun kind, grade, or make, as indicated by
a stamp, trademark, or the like: the best brand of coffee a mark
made by burning or otherwise, to indicate kind, grade, make,
ownership, etc. a mark formerly put upon criminals with a hot iron
a kind or variety of something distinguished by some distinctive
characteristic: The movie was filled with slapsticka brand of humor
he did not find funny Verb (used with object) to label or mark with
or as if with a brand to mark with disgrace or infamy; stigmatize
to impress indelibly: The plane crash was branded on her mind to
give a brand name to: branded merchandise to promote as a brand
name Source: Dictionary.com
7. What does branding really mean? Brands are the promises you
make Brands are the experience you deliver Your brand is not your
logo Its not how you look, what you say or even what you do Your
brand is what people believe you stand for
8. What does branding really mean? Starbucks sells coffee It
stands for daily inspiration Apple sells computers It stands for
thinking differently Disney sells animated and amusement park
family entertainment It stands for making dreams come true Source:
Chiaravalle & Schenck
9. Top ten global brands Source: Business Week The 100 top
brands
10. What does branding really mean? Branding is the process of
developing beliefs and perceptions that are accurate and in
alignment with what you want your brand to be 1. You establish your
brand by building trust for your promise about what unique and
meaningful benefits you deliver 2. You build your brand by living
up to that promise every time people come into contact with you 3.
You strengthen your brand by constantly reinforcing your brand
promise
11. Top 10 nonprofit brands Brand value Based on five years of
consolidated financial data Source: Cone and a consumer perception
survey The Cone Nonprofit Power Brand 100
12. Top nonprofit brands Brand image Familiarity and personal
relevance, media coverage, percent of revenue Source: Cone from
direct public support The Cone Nonprofit Power Brand 100
13. Branding for nonprofits Donors give your organization funds
primarily because they support your mission Critical aspects of
your communications strategy Communicating in one voice Developing
key messages on why its important to support your institution
14. Brand identity components Color Name Shape Picture Icon
Navigation Language Sound Tradition Ritual Behavior Service
15. Key messages and positioning Focus on your core mission
Make your message strong and relate it back to your true mission
Deliver crisp communication First impression - make it easy to
understand who you are and what you do Tell a story Drive your
message into a story to make an emotional connection
16. Key messages and positioning Find your unique voice
Messages from individuals and your CEO drives the response higher
than a faceless organization Listen and be specific Ask and invite
supporters and donors to give their opinion on what your
organization is doing Be thankful Acknowledge contributions to your
cause
17. NPO key messages
18. NPO key messages
19. NPO key messages
20. What is cause marketing? Strategic positioning and
marketing tool that links a company or brand to a relevant social
cause or issue for mutual benefit Successful cause marketing
alliances requires comprehensive and integrated elements to achieve
desired objectives Partnership is profitable for both
21. Cause marketing background Cause-related marketing was
first used by American Express in 1983 to describe its campaign to
raise money for the restoration of the Statue of Liberty American
Express made a one-cent donation to the Statue of Liberty every
time someone used its charge card The practice has evolved to
include a wide range of activities Simple agreements to donate a
percentage of the purchase price for a particular item or items to
a charity for a specific project To longer, more complex
arrangements
22. Three cause marketing categories Transactional Company
makes a contribution to a designated cause based on consumer
activity Buying a specific product, redeeming a coupon, registering
at a website or shopping at a particular retail chain Message
Promotion Joint campaigns that raise awareness of a causes message
- fight skin cancer Participation in programs while building a
positive association with the corporate sponsor or its brands -
join us in a coastal cleanup
23. Three cause marketing categories Licensing The nonprofit
allows its information or knowledge to be used for a fee or an
agreement in which a nonprofit's name is attached to a product A
nonprofit licenses a company to develop, produce, market and/or
distribute a mission- related product that is promoted either with
the organization's brand name or co-branded with both the company's
and nonprofit's names Most cause marketing programs combine two or
three of these tactics
24. Why cause marketing? Secures resources other development
activities cannot Enhances reputation Success is based on creating
and delivering quid pro quo opportunities Generates revenue Creates
momentum, builds a movement Broadens mission and reach Increases
mindshare and emotional relevance among consumers Gains new
constituents
25. Cause marketing market size Companies in North America are
projected to spend $1.55 billion on cause partnerships in 2009,
+2.2% from 2008 Popular with corporate marketers due to their
ability to support worthwhile organizations while driving sales
Consumers expect corporations to increase their support of causes
in this economy Source: IEG, LLC
26. Create brand awareness by developing strategic
partnerships
27. Strategic partnerships
28. Strategic partnerships
29. Strategic partnerships
30. Strategic partnerships
31. Strategic partnerships
32. Building cause marketing alliances Develop the structure.
To create a corporate alliance, you need a strategy and the
staffing structure to back it You can't decide to create a
corporate alliance plan without the muscle behind it Have a policy.
The organization should outline what it would be willing to do with
corporate cause marketing Implementing policies can help guide
cause marketing talks and create boundaries Show the strength.
Companies may not have the marketing dollars they once had, but the
positive news is that consumers are pro-cause A connection with a
good cause helps move a company's product as well as boost
corporate social responsibility
33. Building cause marketing alliances Learn from others. Take
a look at other cause marketing that you admire See why it works
for the organization and the company and analyze how you can
translate that success for your own organization Dont let the
company take over. Cause marketing is about mutually-beneficial
relationships. That means your organization should have a reason
for getting into the relationship Dont hand over your brand and
hope for the best. Thats the fastest way to lose those most loyal
to your organization. Source: AFP NY
34. Case study: IFAWs Animal Action Program For IFAW:
Integrates branding into educational and marketing programs to
raise awareness, lists and donations For cause marketing partners:
High-quality educational materials, integrated web site, celebrity
involvement and special events provide value-add benefit to offer
existing and new cause marketing partners Achieves the cause
marketing goal of mutual benefit: Raises brand-awareness of both
IFAW and partner; Raises funds for IFAW and creates marketing
opportunities and CSR of partner
35. Animal Action Education What: Education and outreach
program Reach: more than 4,000,000 people in 16 countries Scope:
New theme launched each fall (pegged to World Animal Day, Oct. 4)
Goal: Engage and empower people, especially youth, to take positive
action on behalf of animals and the environment
36. Animal Action Education Program focuses on a different
animal welfare and conservation theme each year Established and
developed over past five years primarily through Foundation support
IFAWs only ongoing institutional outreach program in the United
States.
37. Challenge: Build CM-worthy program Develop Animal Action
program to achieve IFAW goals while creating value and benefits for
corporate partner Achieve this by building program: PR:
Opportunities for celebrity involvement; Special events Reach:
expand publishing, media, institutional & community
partnerships Audience: Include broader age range of youth
participation, engage parents, expand quality of educator
engagement Feedback mechanisms for measuring ROI
38. Celebrity Involvement Leonardo DiCaprio, honorary board
member, became the celebrity face and voice of Animal Action
program Creates PR opportunities Expands branding and builds IFAW
supporter base - outreach to Di Caprio fan base via email and
social networks Enhances ability to attract funding and marketing
partners, including corporations
39. National Educational Partner Scholastic: o Vendor &
Partner: Content development, printing, and distribution plus
co-branding & co-marketing o Expanded reach from 10,000
educators to 80,000 educators nationwide each year (with no
increase in budget). o Develop and manage feedback mechanisms for
measuring ROI surveys, contests
40. Build Media Partnerships Channel One Connection is the
leading provider of news and educational programs to America's
secondary schools. Their award- winning daily program is delivered
by satellite directly to more than 8,000 public, private and
parochial schools across the U.S., reaching more than 6 million
students.
41. Institutional & NPO partners A program of the Jane
Goodall Institute
42. Institutions & NGO partners Museum Partnership: NGO
Partnership: Special Exhibit Special Contest
43. Bridge from teachers to parents
44. Testing the waters: Corporate Partner Tropical Seas &
Itzazu color-changing hand soaps for kids. Benefits to IFAW:
Branding and fund- raising Shared Values: Animal- themed,
environmentally friendly and animal-kind products and packaging
Audience alignment: Educators (classroom- sized products), Kids and
Parents
45. Co-branding: Tropical Seas
46. Whats the Cause Marketing recipe? o Remember: Mission and
values - establish criteria for evaluating potential partners o Go
for: Mutual Benefit focus not only on what partnerships can bring
you, but what you can deliver to them o Measure: ROI in terms of
both income and marketing/branding o Consider: Cause marketing
alliances require significant time, effort and often upfront costs
to be successful
