2. AUTHOR PAGE:
Tammy Alexy
& Janelle Hite
Tammy Alexy and Janelle Hite
are co-founders of
Tumbleseed, an online
volunteer community bringing
together non-profits,
volunteers and businesses to
foster good works across local
communities.
Connect with us:
info@tumbleseed.org
www.tumbleseed.org
3. TABLE OF CONTENTS:
CHAPTER 1:
What is Cause Marketing………………………….…….….4
What Consumer’s Say …………….…………………………5
CHAPTER 2:
Cause Marketing Programs ……………………………….6
Point of Sale Programs …………….………………………7
Promotion …………….………………………………………..8
Events …………….…………………………………………..…9
Fundraisers …………………………………………………..10
Employee Engagement ……………..……………………11
Digital …………….…………………………....................12
CHAPTER 3:
Creating Your Plan …………….…………………………..13
Identify Your Cause …………….………………………….14
Align with a Non-Profit…………….……………………….16
Develop a Program…………….……………………………18
Maximize Your Exposure…………….……………………..20
4. CHAPTER 1:
What is Cause Marketing?
Cause Marketing is a PR and marketing strategy that
leverages a partnership between a for-profit business
and a non-profit organization. The goal is mutually
beneficial -- a non-profit gains resources to continue
their mission and the business gains exposure for their
efforts.
Whether you are a large national company or a small
local business, cause marketing is a highly effective way
to give back , gain exposure for your good works, and
grow your customer and community relationships.
// Page 4
5. CAUSE MARKETING
According to the Cone
Evolution Study conducted in
2010, consumer attitudes
toward cause marketing are
90%
highly favorable.
• 90% of consumers want
companies to tell them the
ways they are supporting
causes.
85%
• 85% of consumers have a
more positive image of a
product or company when it
supports a cause they care
about.
• 87% of consumers said they
87% would switch from one
brand/business to another if it
were associated with a good
cause.
// Page 5
6. CHAPTER 2:
Cause Marketing Programs
DIGITAL
We know that supporting a cause helps the surrounding
community. Based on consumer feedback, we also know that
partnering with a cause as part of a marketing program is
widely accepted by consumers and even looked upon
favorably. It makes good social sense and also makes good
business sense.
Cause marketing can take on many shapes and forms
referred to as cause marketing programs. Next, we will take a
look at various types of programs and point out best
practices.
// Page 6
7. CAUSE MARKETING
COURTESY OF THE RONALD MCDONALD HOUSE
A Point-of-Sale program is a simple method of
incorporating a cause into your sales process. If you have a
business to consumer model, it’s simply a matter of placing
a coin box or asking consumers if they would like to donate
to a cause. Coin canisters, pinups, electronic donations are
all forms of the point-of-sale program. McDonalds uses a
coin canister at their register to collect funds for the Ronald
McDonald House, a program that supports critically ill
children and families.
Best Practice Tip: Extend your brand and legacy as part
of your cause marketing program.
// Page 7
8. CAUSE MARKETING
COURTESY OF THE GENTLE DENTIST
When a business leverages a Promotion as part of their
cause marketing program, proceeds are donated to a
partnering charity as part of the program. For example,
The Gentle Dentist partners with the Smiles for Life
program offering customers half off on their teeth
whitening service. Local advertising, video, and web
marketing get the word out about the promotion and
cause. Proceeds from the sales are then donated to
charities that support children’s smiles, including a local
charity that supports children in need of smiles.
Best Practice Tip: Align your cause and promotion with
your company’s values, so as not to confuse customers.
// Page 8
9. CAUSE MARKETING
Local Events tying in a
cause that your audience
identifies with will help
build awareness and
community relations. E&A
Credit Union , in this
example, is hosting an
event that caters to their
audience, women in the
local community. The
timing also ties in nicely
with Breast Cancer
Awareness month, a
cause that is important to
most women.
COURTESY OF E&A CREDIT UNION
Best Practice Tip: Align your
events with a cause that matters
to your audience.
// Page 9
10. CAUSE MARKETING
COURTESY OF WWJ 950
The purpose of a Fundraiser is to bring attention to a
cause and raise funds to support the mission. In this
example, WWJ extends their platform and resources to host
their Radiothon for THAW (The Heat and Warmth Fund).
Employees, local companies and people in the community
come together to man the phones and support the local
mission, helping to raise funds to keep the heat on during
the winter months for local families impacted by economical
challenges.
Best Practice Tip: Involve your employees, customers
and the community in a way that extends your resources
and ignites a passion around a cause -- one that people in
the community can rally around.
// Page 10
11. CAUSE MARKETING
Many companies are
beginning to recognize the
importance of Employee
Engagement through
their volunteering and
giving back programs.
When companies
encourage their
employees to engage in
the community, they
foster team building,
company loyalty and a
positive culture.
Kohl’sCares has set up
their Associates in Action
program in which
employees earn grant
monies toward a
participating non-profit COURTESY OF KOHL’SCARES
when they volunteer
together.
Best Practice Tip: Create a
program that engages your
employees and fosters team
building.
// Page 11
12. CAUSE MARKETING
COURTESY OF RIDGECON
Digital programs, web and social media, provide a platform
that helps good stories go viral.
Each year Ridgecon’s No Roof Left Behind launches their
digital program in the form of a contest, where a free roof is a
awarded to a local family in need. Stories and nominations
are submitted through the company’s website. The company
then asks the community to vote online for the most
deserving story. A winner is announced based on the number
of votes and a day is set to replace the roof. A celebration
follows, a block party where the community and media are
invited to share in the celebration.
Best Practice Tip: Create stories worth sharing and share
them.
// Page 12
13. CHAPTER 3:
Cause Marketing Plan
One of the key benefits of cause marketing is that it gives your
business a new story to tell customers, prospects and the
press. Yet, how do you find the time to get involved in a
cause and on what scale? Where do you begin? The next few
pages will help guide you through the process on how to
create your cause marketing plan – a plan that will help you
maximize your connections in the community.
// Page 13
14. CAUSE MARKETING
First, determine
your mission.
What are you passionate about?
What interests you? Think back to
your past experiences that really
caused an emotion whether it was
positive or negative. Were you so
upset that you couldn’t see straight
when you saw pollution in the river?
Did your heart break when you read
about the number of homeless
students in your community? Did
your eyes light up when you saw the
reaction of a local family in need who
just had a house built?
Determining what you are passionate
about can narrow the field of where
you want to give back.
// Page 14
15. CAUSE MARKETING
Don’t spread
yourself too thin.”
Recent conversations with a non-profit provided some good
advice, “Don’ t spread yourself too thin.” When businesses
divide their resources across several organizations, they will
not necessarily see the impact on their charitable giving.
Instead of giving a little here and little there, you can
concentrate your efforts on one or two causes near and dear
to you. You won’t end up spreading yourself too thin. You
will now be able to see the impact of your giving.
So, the next time someone comes walking into your place of
business, have a focus. When the cause does not align with
your mission, you can respond by saying “Your organization
sounds like a wonderful organization; however, I am currently
focused on raising funds (fill in the blank).” They will clearly
understand their need does not meet your goals or mission.
// Page 15
16. CAUSE MARKETING
Find a non-profit
that fits.
Take time to find a non-profit that
aligns with your goals, mission, and
passion.
Perhaps you are an outdoor retailer
and would like to do something that
helps the environment. Maybe you
are a local restaurant that wants to
help a food pantry. Or possibly you
are a heating and cooling business
that wants to get involved in THAW.
Go visit them. Interview them.
Make sure there is a connection.
Tour their facility. You want them to
appreciate you as much as you
appreciate them. Remember, it’s a
partnership. It needs to work for the
both of you.
// Page 16
17. CAUSE MARKETING
COURTESY OF TUMBLESEED (WWW.TUMBLESEED .ORG
There are lots of causes and non profits right in
your own backyard that are doing important
work. They need your help. Tumbleseed,
www.tumbleseed.org, is a good place to start
your search. You can browse for opportunities
to serve or partner. You may even want to join
the community and add your own community
initiatives and cause related marketing
programs.
// Page 17
18. CAUSE MARKETING
Determine how
you will get
involved.
What type of program are you
interested in? A fundraiser? Maybe
you would like to give a donation
and create an event around it.
Or if you have a consumer based
business, you could create a point-
of-sale program. For example, if
your goal is to help homeless
students, partner with your local
family services and offer to collect
backpacks at your location.
// Page 18
19. CAUSE MARKETING
Another way to get involved is to engage your employees.
Encourage team building or even some healthy
competition between teams of employees to raise funds
for a cause.
Perhaps you have a flair for teaching and would be
interested in tutoring. If you are a new business that
wants to encourage new customers by offering a discount
on your service, offer a promotion that includes donations
to a local cause.
Hungry Howies just started a pink box campaign. Their
pizza boxes are now in pink for October donating one
dollar for every pizza ordered to Breast Cancer Research.
There are many ways that you can get involved. For
more ideas, browse Tumbleseed’s online volunteer
community at www.tumbleseed.org and look at the types
of initiatives that are taking place in your local community.
// Page 19
20. CAUSE MARKETING
Find places to
maximize your
exposure.
What vehicles are you going to
use? Remember, 90% of
consumers want companies to
tell them how they are
supporting causes. How are you
going to let your community
and potential new customers
know how you are giving back?
// Page 20
21. CAUSE MARKETING
Do you currently advertise? Are you doing it in a way
that builds your connections and even better,
relationships in the local community? Advertising is
about visibility and promotion. Cause marketing
increases your favorability.
Cause marketing gives you a new story to tell. People
love to hear a great story. Send a quick note or call
the local media stations and news sources. This is an
excellent vehicle to get your story out.
Do you have a website? If not, you can use social
media . Join Tumbleseed’s (www.tumbleseed.org)
online volunteer community to post your initiatives.
Tumbleseed’s social media platform shares your
initiatives with Twitter, Facebook and Google.
Let’s face it. The Internet drives every aspect of our
lives. Nine times out of ten, people use the Internet
to find out information. We live in the information
age. We share more content from more sources with
more people more often and more quickly.
// Page 21
22. CAUSE MARKETING
According to a New York Times
study, The Psychology of 84% share
Sharing (2011), Brian Brett,
(The New Times Managing because it is a
Director of Customer Research)
84% share because it is a way way to support
to support causes or issues
they care about.
causes or issues
they care about.
You want to extend your
Source: New York Times, Psychology
exposure so you are reaching of Sharing 2011
people in ways they can share.
Social media provides you with
tools that help you to broaden
your audience and get the word
out.
Marketing in the 21st century
should involve a digital
program. Consumers expect it.
Using websites and social
media sites to complement your
traditional methods of
advertising is efficient and
economical.
// Page 22
23. CAUSE MARKETING
In Summary…
Cause marketing builds loyalty and trust over time.
Get started with a cohesive plan :
(1) Determine your interests,
(2) Partner with a non profit or organization
that aligns with your interests,
(3) Identify a program that works for you,
(4) Maximize your exposure.
Be authentic and transparent.
Maximize your connections and build relations in
the community you do business in.
Leave a meaningful legacy.
// Page 22
24. Thank you!
(and feel free to share)
Tumbleseed is a Michigan based
nonprofit and online volunteer
community bringing together non
profits, volunteers and businesses
to foster good works across local
communities in Michigan. You can
check out our community at
www.tumbleseed.org.
