The benefits of cause marketing
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The cause marketing benefits from a corporate and non-profit standpoint. Charity can be a two way street.
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The benefits of cause marketing
- 1. The Benefits of Cause Marketing Consumers form a soft spot for a business that goes beyond their typical operations in order to do something positive for their community.
- 2. About eatiply eatiply is a cause marketing and hunger relief project that partners with local restaurants enabling them to donate a meal for a meal served to the local food shelf. This simple solution is about pairing a customers action with a donation It is intrinsic, it is empowering and we are able to raise large amounts of funds for hunger relief through it, along with bringing the awareness to the cause through media promotion.
- 3. According to a new report by Hunger Solutions Minnesota, 8,500 people rely on Food Shelves for sustenance each day in the Twin Cities. KARE 11 August 13, 2013 About Hunger in the Twin Cities Food shelf use in the Metro area has grown by 59 percent since 2007. KARE 11 August 13, 2013 Food shelf volunteers at work. Photo courtesy of Neighborhood House Families with children accounted for 1.2 million of the visits to food shelves in 2012. KARE 11 August 13, 2013 Visits to suburban food shelves have jumped 89 percent since 2008, and food stamp use is up 68 percent from 20082011, as the loss of jobs and homes in this economic downturn has left more people in trouble, including middle class families that never thought it would happen to them. MPR NEWS 11/10/2013
- 4. Cause Marketing History The recent interest in Cause Related Marketing is generally argued to stem from American Express, who apparently coined the phrase in 1983. American Express developed a campaign which donated funds to a number of different non-profit organizations as part of the San Francisco Arts Festival. Essentially every time someone used an American Express Card in the area, a 2 cent donation was triggered and each time new members applied for a card a larger contribution was made. The marketing goals that American Express had for this program were apparently exceeded. Card usage was reported as having increased significantly and relationships between American Express and their merchants also improved as a result of the promotion. From the charity's point of view, despite being a short-term campaign, $108,000 was raised, making a significant contribution to their work. American Express saw a 17% increase in new users and a 28% increase in card usage. Cause Marketing for Dummies: Joe Walters and Joanna McDonald 2011
- 5. Cause Marketing History In that same year, American Express partnered with the Statue of Liberty restoration project. For each use of the American Express card the Statue fund received 1 penny and for each new card issued, the project received $1.00 In four months $2 Million dollars was raised for the project and AMEX saw its card activity increase by 28% once again. American Express has found that Cause Marketing creates winners on all sides and continues to fund similar projects. Cause Marketing for Dummies: Joe Walters and Joanna McDonald 2011
- 6. Numerous Causes and Companies have come together to benefit both parties Shazam and Bono’s RED project contributes to the Global Fund’s HIV/Aids programs through downloads of the RED app for iPhone and iPad. Susan G Koman Breast Cancer Fund has numerous business partners from BMW Test Drives to New Balance Pink Shoes.
- 7. The Business Benefits of Cause Marketing As consumers and employees continue to favor companies that develop and promote charitable relationships, the business benefits of cause marketing continue to grow. Consumers and employees are attracted to brands and companies that are known for developing cause-related relationships, as shown in the latest Cone Case Evolution Study: 80% of consumers would switch to a brand that supports a cause, when price and quality are equal. 41% have bought a product because it was associated with a cause or issue. 83% wish more of the products, services and retailers they use would support causes. 85% have a more positive image of a product or company when it supports a cause they care about. 79% of employees feel a stronger sense of loyalty to their employer at companies with cause marketing programs. 69% of employees decide where to work based on a company’s support of a cause. Increases in brand and customer loyalty leads to an increase in sales and the bottom line. 2013 Cone Case Evolution Study
- 8. 5 Ways Companies Benefit From Cause Marketing (Cone Cause Evolution & Environmental Study 2013) 1. Cause Marketing Brings About Financial Benefits Cause marketing campaigns elevate buyer enthusiasm and boost total sales. This means your company can bring about positive change while increasing profits. Through cause marketing, socially responsible actions by a company actually lay the groundwork for increased growth, simply by improving the culture of a company. In other words, employees are more dedicated, deadlines are met more often, and processes tend to run more smoothly. This translates to increased sales.
- 9. 5 Ways Companies Benefit From Cause Marketing (Continued) 2. Cause Marketing Boosts Employee Recruitment and Retention 77% of Americans look at the corporate citizenship of a company before deciding whether they want to work there 72% of those who already hold jobs want their employers to show commitment to social causes 85% of job holders say they’d leave their jobs if their company had negative social responsibility practices. Most people want to work for a company that openly demonstrates commitment to their well-being and to the well-being of society. Cause marketing campaigns are the ideal way to demonstrate this commitment. Once you launch an effective cause campaign, your company is more likely to attract and retain top talent. In turn, you’ll build a stronger company with higher profit potential.
- 10. 5 Ways Companies Benefit From Cause Marketing (Continued) 3. Cause Marketing Creates a Stronger Bond With Consumers A successful cause campaign can dramatically improve a company’s reputation. When consumers are impressed with the values behind a company, they’re more likely to buy from that company. When companies publicize the fact that a portion of their profits go toward a good cause, consumer spending almost always increases. More importantly, those consumers remain dedicated and loyal to that company over time.
- 11. 5 Ways Companies Benefit From Cause Marketing (Continued) 4. Cause Marketing Campaigns Improve Stakeholder Trust When people decide where to invest their money, as many as 66% consider a company’s dedication to social causes before investing their money. In fact, over the last decade, socially responsible investments in the United States actually grew 4% faster than any other sector of U.S. stocks. This makes it obvious that most investors want to put their money in corporations who have made a public demonstration of positive commitment to society.
- 12. 5 Ways Companies Benefit From Cause Marketing (Continued) 5. Cause Marketing Means an Image Boost If there were a quick and admirable way to improve the reputation of your company, would you do it? That’s exactly what happens when you start a cause marketing campaign. Publicly aligning with a positive cause brings media attention and general admiration (assuming you’ve put together a solid campaign). With increased positive publicity, your company gets the benefit of a natural image boost.
- 13. Restaurants are logical partners because….. “When our panel of experts predicted the top trends for 2013, "giving back to the community" was on the short list, and for good reason: according to the National Restaurant Association, 52 percent of adults said they are likely to make a restaurant choice based on how much the establishment supports charitable activities.” ……… March 20, 2013 - Alicia Kelso
- 14. The eatiply model is based on the successful BOGO concept so common in retail today Buy One, Give One (BOGO) Method BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated). Pampers’: 1 Pack diapers purchased = 1 Vaccine donated Tom’s Shoes: 1 Pair of shoes purchased = 1 Pair of shoes donated eatiply Model: 1 Meal enjoyed at a restaurant = 1 meal served where needed LOCALLY in YOUR community.
- 15. 81% of People Believe Businesses Should Support Causes. 2013 Cone Communications Social Impact Study
- 16. 2013 Cone Study Reveals Commitment to Contribute
- 17. Show Consumers Specifically How Their Purchases Will Make a Difference and They Will Show Their Support 2013 Cone Communications Social Impact Study
- 18. Corporate Social Responsibility (CSR) remains a powerful driver of brand affinity and reputation in USA United States 93% of USA says they not only have a more positive impression of companies that support CSR but they are also more likely to trust (90%) and be more Loyal (90%) to those companies. 2013 Cone Communications Social Impact Study
- 19. Selling One Dinner Can Fill Two Stomachs. “Nothing happens until somebody sells something. Selling is the thing that makes things happen in this world!” Jim Barksdale: Netscape There are charities that receive donations everyday but making a connection between a need in your community while someone is enjoying a similar experience sinks in more deeply. For Example: Eating a meal knowing that someone else cannot afford one. We work with hundreds of restaurants to reach their customers while they have the benefit of enjoying a meal. All they have to do is chose one the restaurant has featured in a special section of the menu and a donation is made for a meal to the local food shelf. (Insert name of Food Shelf) But we need to create awareness and that is where sponsors come in….
- 20. Business Partnerships allow us to create the awareness to drive meal donations. Limited to 4 non competing Sponsor businesses who receive: Promotional Mentions on local media partner KARE 11 on-air and online (TBD) Promotional Mentions on additional local media partners (Radio)on-air and online (TBD) Your Logo on all eatiply menu inserts at all participating restaurants Identified on eatiply.com as a business partner Included on eatiply social media promotion inclusive of geo-targeted Facebook and Twitter posts Opportunity to incorporate eatiply with internal events and/or participate in additional eatiply events and promotions. First Right of Refusal for renewal and sponsorship in additional markets as they roll out. Total value: $XX, 000.00 per year Commitment: $XX,000.00 per year
- 21. In Conclusion: eatiply is a good cause and a great marketing opportunity to help the local community in need and to enhance the corporate image of ( insert sponsor name)