Why Cause Marketing is a Good Investment_April 2013 VolunteerMatch Best Practice Network Webinar

Why Cause Marketing is a Good Investment for 2013

Robert RosenthalVice President

Marketing & CommunicationsVolunteerMatch

@volmatchRobert

Joe WatersCause Marketing Expert

SelfishGiving.com@joewaters

Panelists: Facilitator:

Lauren WagnerBusiness Development Manager

VolunteerMatch@Lauren_Lynn2

April 30, 2013

How To Ask Questions

• Type questions into the box on the right side of the your screen

• Submit via Twitter to @VM_Solutions using “#VMbpn”

• We will pose questions at the end of the presentation

• A copy of the sides will be circulated after the event

2

Panelists

3

Joe WatersCause Marketing ExpertSelfishgiving.com@joewaters

Robert RosenthalVice PresidentMarketing & CommunicationsVolunteerMatch@volmatchRobert

4

Agenda

What is cause marketing

The business case

Picking a cause

3 ways to get started

Free resources5

What is Cause Marketing?

Cause marketing is a partnership between a nonprofit and a for-

profit for mutual profit

6

Raises Money, Awareness

7

8

Consumer expectations of companies are at an all-time high:

91% of those polled felt it was important for companies to support a cause, up from 86% in 2008.

74% of consumers say they purchased a brand because it supported a cause.

75% would try a brand they normally wouldn’t because it supported a cause.

64% would pay more for a brand because it supports a cause that is important to them.

US Consumers Want Cause Marketing

9

Americans are as amenable toward cause marketing as ever:

88% of Americans say it is acceptable for companies to involve a cause or issue in their marketing. (A 33% increase from 1993)

83% of Americans wish more of the products, services and retailers they use would support causes.

85% of consumers have a more positive image of a product or company when it supports a cause they care about.

90% of consumers want companies to tell them the ways they are supporting causes.

Put another way: More than 278 million people in the U.S. want to know what a company is doing to benefit a cause!

Consumers Want More Cause Marketing Consumers Want Cause Marketing

10

Cause marketing wins with Moms:

95% find cause marketing acceptable (vs. 88% avg).

92% want to buy a product supporting a cause (vs. 81% avg).

93% are likely to switch brands (vs. 80%)

61% of purchased more cause-related products in the past year (vs. 41% avg).

And Millenials (18-24 year olds):

94% find cause marketing acceptable (vs. 88% avg).

53% bought a product benefiting a cause (vs. 41% avg).

Company’s support of social or enviro issues influences decisions of where to work 87% (vs. 69% avg).

Strong with Moms & Millennials

11

12

Agenda


The business case

Picking a cause


Free resources13

How to Pick the Right Cause Partner

14


15


16


17


“Garanimal” Connection

Strong Emotional Message

Target Causes with Loyalists

Support a Cause You Really Care

For

18

Agenda


The business case

Picking a cause


Free resources19

Action is at the front

Buck or two

Campaign runs for 2 to 6 weeks

Frequently includes pinup…but not always

20

21

22

Tactic #2

23

Tactic #2

24

Tactic #2

Tactic #2

27

28

Agenda


The business case

Picking a cause


Free resources29

30

http://Pinterest.com/JoeWaters

31

Q&A

32

• Type questions into the box on the right side of the your screen

• Submit via Twitter to @VM_Solutions using “#VMbpn”

Stay Informed

Blog:www.VolunteeringIsCSR.org

Twitter:@VM_Solutions

Newsletter:Monthly ‘Good Companies’ newsletter - Sign up on the blog!

33