Why Cause Marketing?

Why win-win Collaborations can make a

difference in these trying economic times.

Why Cause Marketing?

•Mark Horoszowski

•Joyce McClure

•Gail Romero, CFRE

Logistics

•Parking lot for great ideas

•Kindergarten rules of engagement

•Cell phones, texting and bathrooms

Why Cause Marketing?

Why nonprofits and corporations can provide value

to each other through partnerships.

What is corporate sponsorship and

cause-related marketing?

How to get started building a plan for success.

The Collaboration Imperative

• Macro forces for corporations

– Political

– Economic

– Social

• Macro forces for non-profits

– Political

– Economic

– Social

Collaboration Benefits for

Corporations

• Strategy enhancement

• Human resource management

• Culture building

• Business generation

Collaboration Benefits for

Nonprofits

• Robust PR and marketing machines

• CSR – funding and volunteers

• Synergies and critical mass

• Revenue enhancement

Strategic Perspective

• Why should we collaborate?

• What type of collaboration should we undertake?

• With whom should we collaborate?

– Mission

– Values

– Needs

– Competencies

– Integrity

• When should we collaborate?

• How should we collaborate?

Alliance Creation and Development

• Understanding strategic collaboration

• Making the connection

• Ensuring strategic fit

• Generating value

• Managing the relationship

Partnership Characteristics

Collaboration mind set

– Gratefulness and charity syndromes

– Minimal collaboration in defining activities

– Separateness

– Partnering mind-set

– Increased understanding and trust

We mentality, in place of us versus them

Partnership Characteristics

Strategic alignment

– Minimal fit required beyond a shared interest in a

particular issue or area

– Overlap in mission and values

– Shared visioning at top of organization

Broad scope of activities of strategic significance

Relationship as strategic tool

High mission mesh and shared values

Partnership CharacteristicsCollaboration value

– Generic resource transfer

– Unequal exchange of resources

– Core competency exchange

– More equal exchange of resources

– Projects of limited scope and risk that demonstrate success

Projects at all levels in org with leadership support

Joint benefit creation

Renewable and shared equity investments (win-win)

Partnership CharacteristicsRelationship management

– Corporate contact usually in CSR or foundation/np contact person in development

– Corporate personnel minimal connection to cause

– Project progress typically communicated via written update

– Minimal performance expectations

– Expanded and strong relationships throughout the organizations

– Emerging infrastructure, including managers and comm. Channels

– Explicit performance expectations

– Informal learning

Expanded opportunities for direct employee involvement

Deep relationships and partnerships with managers

Cultural and organizational integrations in execution and shared resources

Partner relationship managers

Incentive systems to encourage partnerships with active learning processes

Why Collaborations?

Because it just makes sense!

Starbucks Funds New Community Development Programs in Ethiopia with $500,000 Contribution to CARE

CARE, the international humanitarian and development organization, announced today that it has received a commitment

in excess of $500,000 from Starbucks to help fund a three-year program that will improve economic and educational

prospects for more than 6,000 people in rural Ethiopia's coffee growing regions.Starbucks has supported CARE for 15

years with grants totaling more than $3 million to coffee growing regions including Costa Rica, Guatemala, Indonesia and

Ethiopia.

"As we have seen throughout Starbucks past support of programs in Ethiopia ? as well as Guatemala, Indonesia, Costa

Rica and other coffee growing regions ? education, micro-finance and agricultural training methods provide both

immediate and long-term benefits to the community," said Dr. Helene Gayle, president and chief executive officer of

CARE."Women in particular will have increased access to tools that help them take the lead in income generation

activities that enable them to better support their families."

The development project between CARE and Starbucks will support 1,500 households through programs to improve

agricultural practices and adult literacy. CARE's projects will train women and men in agricultural techniques that reduce

crop losses, establish community-based saving and self-help groups that provide sustainable financial and social

services, and fund adult functional literacy programs. The project is particularly sensitive to balancing women's learning

with cultural sensitivities and their existing workloads.

"Teaching our local farmers how to increase crop yields and improving adult literacy are critical to the long-term

development of the coffee growing regions," said Abby Maxman, country director for CARE Ethiopia. "We view this project

as an example of empowering households to take command of their own futures and their potential through education and

training."

Ethiopia's human development index ranks the country 170 out of 177 with more than 45 percent of the population living

below the poverty line.The newest Starbucks-funded project in Ethiopia is in a region known both for its high-quality coffee

growing as well as chronic food insecurity that results from its remote location and periodic weather-related crop failures.

"We have proudly supported CARE projects around the world for the past 15 years," said Sandra Taylor, senior vice

president, Corporate Social Responsibility, Starbucks Coffee Company."Ethiopia is an important coffee sourcing region for

Starbucks, and we are pleased to continue our years of extensive community and economic development work there in

partnership with CARE."

CARE and Starbucks have been working together since 1991.Over the years, Starbucks has contributed more than $3

million to CARE.Some of the issues Starbucks and CARE work together on are health and nutrition, community