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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
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Panelists
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Joe WatersCause Marketing ExpertSelfishgiving.com@joewaters
Robert RosenthalVice PresidentMarketing & CommunicationsVolunteerMatch@volmatchRobert
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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
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Raises Money, Awareness
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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
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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
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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
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Agenda
What is cause marketing
The business case
Picking a cause
3 ways to get started
Free resources13
How to Pick the Right Cause Partner
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How to Pick the Right Cause Partner
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How to Pick the Right Cause Partner
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How to Pick the Right Cause Partner
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How to Pick the Right Cause Partner
“Garanimal” Connection
Strong Emotional Message
Target Causes with Loyalists
Support a Cause You Really Care
For
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Agenda
What is cause marketing
The business case
Picking a cause
3 ways to get started
Free resources19
Action is at the front
Buck or two
Campaign runs for 2 to 6 weeks
Frequently includes pinup…but not always
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Tactic #2
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Tactic #2
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Tactic #2
Tactic #2
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Agenda
What is cause marketing
The business case
Picking a cause
3 ways to get started
Free resources29
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http://Pinterest.com/JoeWaters
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Q&A
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• 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
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