Six Big Ideas in 60 Minutes TED gives presenters 18 minutes to make their case -- our cause marketing masters are so sharp they only need nine! We've challenged six CM top guns to each share one golden knowledge nugget that will help your programs hit new heights. Holly Thomas, Macy’s Sarah Harris, Incite Randy Paynter, Care2 Casey Brennan, VolunteerMatch Anne Erhard, MSLGROUP Nancy Gofus, .ORG

1. Employee Engagement
as a
Cause Testing Ground
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2. What’s The Big Idea?
#1 Campaign
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3. Why Employees Care
(and why employers should too!)
of employees say it is important for their companies to
93% provide them with opportunities to become involved in
social issues.
Cone Cause Evolution Study, Cone Communications, 2010
“Companies with high engagement have 3.9 times the
Business
Benefit earnings per share (EPS) growth rate compared with
organizations in the same industry.”
Employee Engagement: What's your Engagement Ratio?
Gallup Consulting, 2010
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4. Dilbert’s Benefits of Engagement
Productivity Morale
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5. More Benefits of Engagement
Employee Health
Recruitment &
Retention
Skill Development
Business ROI

6. How to Test Your Cause Campaign through
EMPLOYEE ENGAGEMENT

7. Ways to Test Your Cause with
Employees
1 Partnership Sourcing
How:
Employee volunteering
Pro bono project with organization
Why:
- Find a cultural fit
- Find a business fit
- Get employees excited
- Strengthen connection before consumer launch
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8. Ways to Test Your Cause with
Employees
2 Authenticity Check
How:
Employee cause committee to help build program
Pre-launch to employees
Why:
- Assures transparency of program
- Employees will “sniff out” risks/issues
- Employees are passionate advocates – what speaks to them
will spread!
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9. Ways to Test Your Cause with
Employees
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How:
Message Testing
Focus groups
Employee survey
Why:
- Test if messages will resonate with audiences
- Source ideas from employees
- Find out if your messaging tells a story of what the
company is passionate about
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10. The Big Idea for Employee
Engagement
#1 Campaign
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11. Thank you!
Casey Brennan
Marketing & Insights Manager
cbrennan@volunteermatch.org
@CaseyB | @VM_Solutions
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