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Leveraging a Cause to Support Your Business Peter Paris, Program & Marketing Director
K.I.D.S./Fashion Delivers, Inc.
October 6, 2014
(877) 769-3047 (408) 404-0152 fax [email protected]
AgilOne, Inc. 1091 N Shoreline Blvd. #250 Mountain View, CA 94043
Consumers and Causes
26 February 2015 2
Cause sponsorship is predicted to reach $1.84 billion in 2014, a projected increase of 3.4% over 2013; 2013’s total was a 4.8% increase over 2012. IEG Sponsorship Report
91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. 2013 Cone Communications/ Echo Global CSR Study
50% of global consumers said they would be willing to pay more for goods and services to reward companies that give back to society (44% in the U.S. and 38% in Canada). Nielsen 2013 Consumers Who Care Study
93% of consumers want to know what companies are doing to make the world a better place and 91% also want to be heard by companies. Unfortunately, 71% report being confused by the message companies use to talk about their efforts and impacts. 2011 Cone/Echo Global CR Study
What Do We Call It?
26 February 2015 3
Cause Marketing vs. Corporate Social Responsibility
Supports the larger organization
Supports a particular brand or product
How Does It Help?
26 February 2015 4
Measuring the impact of cause relationships
• Leveraging existing metrics
• $ Value
• # Helped
• Identifying new benchmarks
• Social media and customer engagement
The Right Cause
26 February 2015 5
Making your brand relevant through a cause
• Working with nonprofits
• What cause makes sense for your brand or company?
• What cause motivates/makes sense to your customers?
• Choosing/avoiding issues
Your Brand & Causes
26 February 2015 6
How will you provide support?
• Money – Most efficient, flexible
• Product – Gifts In Kind: direct line to brand/company
• Events – Consumer or industry options
Telling the Story
26 February 2015 7
Leverage your program for content
• Define partnership communications roles
• Marketing/advertising
• Publicity/spokespersons
• Social media
• Employee engagement
Follow the Law
26 February 2015 8
Legal and regulatory issues
• Fundraising v. Donating – engaging v. leading
• Commercial Co-Ventures – details, regulations
• State Requirements Vary – consult lawyers & accountants
• Use a legal agreement to cover expectations
Program Examples
26 February 2015 9
Burlington Stores • Strategic timing of various
partners
• Store openings
• Book Buddies
• Coat Drive/Toy Drive
Program Examples
26 February 2015 10
BCBG Stores • Buy one, give one
• Flexible timing
• In-store, Out-of-store marketing
• Extension through follow-up
Program Examples
26 February 2015 11
BOBS from Skechers • Distributing shoes made for
donation
• 1 million pairs per year
• Supports brand’s key feature
• Leveraging the program for business partners
Program Examples
26 February 2015 12
Carter’s/Osh Kosh B’gosh • Excess product collection at
store level
• Local charity partners matched to stores
• Promotion-based activities add to ongoing donations
Program Examples
26 February 2015 13
Echo Design • Ecommerce: Buy one, give two
• Manufacturer, reaching consumers online
• Flexibility for annual cause focus
Resources
26 February 2015 14
Useful Links
http://www.causemarketingforum.com
http://www.guidestar.org/
https://www.charitynavigator.org/
http://www.gtlaw.com/News-Events/Publications/Published-Articles/136580/For-Goodness-Sake-Legal-Regulation-and-Best-Practices-in-the-Field-of-Cause-Related-Marketing
http://www.charitiesnys.com/cause_marketing.jsp
http://www.burlingtoncoatfactory.com/AboutUs/CommunityRelations.aspx