The Benefits of Cause Marketing Consumers form a soft spot for a business that goes beyond their typical operations in order to do something positive for their community.
The cause marketing benefits from a corporate and non-profit standpoint. Charity can be a two way street.
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1. The Benefits of Cause Marketing Consumers form a soft spot
for a business that goes beyond their typical operations in order
to do something positive for their community.
2. About eatiply eatiply is a cause marketing and hunger relief
project that partners with local restaurants enabling them to
donate a meal for a meal served to the local food shelf. This
simple solution is about pairing a customers action with a donation
It is intrinsic, it is empowering and we are able to raise large
amounts of funds for hunger relief through it, along with bringing
the awareness to the cause through media promotion.
3. According to a new report by Hunger Solutions Minnesota,
8,500 people rely on Food Shelves for sustenance each day in the
Twin Cities. KARE 11 August 13, 2013 About Hunger in the Twin
Cities Food shelf use in the Metro area has grown by 59 percent
since 2007. KARE 11 August 13, 2013 Food shelf volunteers at work.
Photo courtesy of Neighborhood House Families with children
accounted for 1.2 million of the visits to food shelves in 2012.
KARE 11 August 13, 2013 Visits to suburban food shelves have jumped
89 percent since 2008, and food stamp use is up 68 percent from
20082011, as the loss of jobs and homes in this economic downturn
has left more people in trouble, including middle class families
that never thought it would happen to them. MPR NEWS
11/10/2013
4. Cause Marketing History The recent interest in Cause Related
Marketing is generally argued to stem from American Express, who
apparently coined the phrase in 1983. American Express developed a
campaign which donated funds to a number of different non-profit
organizations as part of the San Francisco Arts Festival.
Essentially every time someone used an American Express Card in the
area, a 2 cent donation was triggered and each time new members
applied for a card a larger contribution was made. The marketing
goals that American Express had for this program were apparently
exceeded. Card usage was reported as having increased significantly
and relationships between American Express and their merchants also
improved as a result of the promotion. From the charity's point of
view, despite being a short-term campaign, $108,000 was raised,
making a significant contribution to their work. American Express
saw a 17% increase in new users and a 28% increase in card usage.
Cause Marketing for Dummies: Joe Walters and Joanna McDonald
2011
5. Cause Marketing History In that same year, American Express
partnered with the Statue of Liberty restoration project. For each
use of the American Express card the Statue fund received 1 penny
and for each new card issued, the project received $1.00 In four
months $2 Million dollars was raised for the project and AMEX saw
its card activity increase by 28% once again. American Express has
found that Cause Marketing creates winners on all sides and
continues to fund similar projects. Cause Marketing for Dummies:
Joe Walters and Joanna McDonald 2011
6. Numerous Causes and Companies have come together to benefit
both parties Shazam and Bonos RED project contributes to the Global
Funds HIV/Aids programs through downloads of the RED app for iPhone
and iPad. Susan G Koman Breast Cancer Fund has numerous business
partners from BMW Test Drives to New Balance Pink Shoes.
7. The Business Benefits of Cause Marketing As consumers and
employees continue to favor companies that develop and promote
charitable relationships, the business benefits of cause marketing
continue to grow. Consumers and employees are attracted to brands
and companies that are known for developing cause-related
relationships, as shown in the latest Cone Case Evolution Study:
80% of consumers would switch to a brand that supports a cause,
when price and quality are equal. 41% have bought a product because
it was associated with a cause or issue. 83% wish more of the
products, services and retailers they use would support causes. 85%
have a more positive image of a product or company when it supports
a cause they care about. 79% of employees feel a stronger sense of
loyalty to their employer at companies with cause marketing
programs. 69% of employees decide where to work based on a companys
support of a cause. Increases in brand and customer loyalty leads
to an increase in sales and the bottom line. 2013 Cone Case
Evolution Study
8. 5 Ways Companies Benefit From Cause Marketing (Cone Cause
Evolution & Environmental Study 2013) 1. Cause Marketing Brings
About Financial Benefits Cause marketing campaigns elevate buyer
enthusiasm and boost total sales. This means your company can bring
about positive change while increasing profits. Through cause
marketing, socially responsible actions by a company actually lay
the groundwork for increased growth, simply by improving the
culture of a company. In other words, employees are more dedicated,
deadlines are met more often, and processes tend to run more
smoothly. This translates to increased sales.
9. 5 Ways Companies Benefit From Cause Marketing (Continued) 2.
Cause Marketing Boosts Employee Recruitment and Retention 77% of
Americans look at the corporate citizenship of a company before
deciding whether they want to work there 72% of those who already
hold jobs want their employers to show commitment to social causes
85% of job holders say theyd leave their jobs if their company had
negative social responsibility practices. Most people want to work
for a company that openly demonstrates commitment to their
well-being and to the well-being of society. Cause marketing
campaigns are the ideal way to demonstrate this commitment. Once
you launch an effective cause campaign, your company is more likely
to attract and retain top talent. In turn, youll build a stronger
company with higher profit potential.
10. 5 Ways Companies Benefit From Cause Marketing (Continued)
3. Cause Marketing Creates a Stronger Bond With Consumers A
successful cause campaign can dramatically improve a companys
reputation. When consumers are impressed with the values behind a
company, theyre more likely to buy from that company. When
companies publicize the fact that a portion of their profits go
toward a good cause, consumer spending almost always increases.
More importantly, those consumers remain dedicated and loyal to
that company over time.
11. 5 Ways Companies Benefit From Cause Marketing (Continued)
4. Cause Marketing Campaigns Improve Stakeholder Trust When people
decide where to invest their money, as many as 66% consider a
companys dedication to social causes before investing their money.
In fact, over the last decade, socially responsible investments in
the United States actually grew 4% faster than any other sector of
U.S. stocks. This makes it obvious that most investors want to put
their money in corporations who have made a public demonstration of
positive commitment to society.
12. 5 Ways Companies Benefit From Cause Marketing (Continued)
5. Cause Marketing Means an Image Boost If there were a quick and
admirable way to improve the reputation of your company, would you
do it? Thats exactly what happens when you start a cause marketing
campaign. Publicly aligning with a positive cause brings media
attention and general admiration (assuming youve put together a
solid campaign). With increased positive publicity, your company
gets the benefit of a natural image boost.
13. Restaurants are logical partners because.. When our panel
of experts predicted the top trends for 2013, "giving back to the
community" was on the short list, and for good reason: according to
the National Restaurant Association, 52 percent of adults said they
are likely to make a restaurant choice based on how much the
establishment supports charitable activities. March 20, 2013 -
Alicia Kelso
14. The eatiply model is based on the successful BOGO concept
so common in retail today Buy One, Give One (BOGO) Method BOGO is
when a donation by a company is communicated in terms of a
comparable social impact (e.g., one pack = one vaccine; one dollar
= one tree planted, one pair of shoes bought = one pair of shoes
donated). Pampers: 1 Pack diapers purchased = 1 Vaccine donated
Toms Shoes: 1 Pair of shoes purchased = 1 Pair of shoes donated
eatiply Model: 1 Meal enjoyed at a restaurant = 1 meal served where
needed LOCALLY in YOUR community.
15. 81% of People Believe Businesses Should Support Causes.
2013 Cone Communications Social Impact Study
16. 2013 Cone Study Reveals Commitment to Contribute
17. Show Consumers Specifically How Their Purchases Will Make a
Difference and They Will Show Their Support 2013 Cone
Communications Social Impact Study
18. Corporate Social Responsibility (CSR) remains a powerful
driver of brand affinity and reputation in USA United States 93% of
USA says they not only have a more positive impression of companies
that support CSR but they are also more likely to trust (90%) and
be more Loyal (90%) to those companies. 2013 Cone Communications
Social Impact Study
19. Selling One Dinner Can Fill Two Stomachs. Nothing happens
until somebody sells something. Selling is the thing that makes
things happen in this world! Jim Barksdale: Netscape There are
charities that receive donations everyday but making a connection
between a need in your community while someone is enjoying a
similar experience sinks in more deeply. For Example: Eating a meal
knowing that someone else cannot afford one. We work with hundreds
of restaurants to reach their customers while they have the benefit
of enjoying a meal. All they have to do is chose one the restaurant
has featured in a special section of the menu and a donation is
made for a meal to the local food shelf. (Insert name of Food
Shelf) But we need to create awareness and that is where sponsors
come in.
20. Business Partnerships allow us to create the awareness to
drive meal donations. Limited to 4 non competing Sponsor businesses
who receive: Promotional Mentions on local media partner KARE 11
on-air and online (TBD) Promotional Mentions on additional local
media partners (Radio)on-air and online (TBD) Your Logo on all
eatiply menu inserts at all participating restaurants Identified on
eatiply.com as a business partner Included on eatiply social media
promotion inclusive of geo-targeted Facebook and Twitter posts
Opportunity to incorporate eatiply with internal events and/or
participate in additional eatiply events and promotions. First
Right of Refusal for renewal and sponsorship in additional markets
as they roll out. Total value: $XX, 000.00 per year Commitment:
$XX,000.00 per year
21. In Conclusion: eatiply is a good cause and a great
marketing opportunity to help the local community in need and to
enhance the corporate image of ( insert sponsor name)