2014 CAUSE MARKETING FORUM HALO AWARD...
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22 Cause Marketing Forum May 26, 2014 NONPROFIT: Children’s Miracle Network Hospitals has leveraged corporate rela- tionships to raise more than $5 billion for 170 member children’s hospitals across the United States and Canada since 1983. Tapping the passion of consumers, CMN Hospitals works with corporate partners such as Walmart, Costco, Dairy Queen, Rite Aid and Food Lion to raise millions for sick and injured kids, often $1 at a time through the charity’s Miracle Balloon icon. CMN Hospitals is a fascinating case of a large, legacy nonprofit that has reinvigo- rated its corporate alliance program by embracing innovation. BUSINESS: TOMS is a rare young compa- ny that has built giving back into its DNA while achieving profitability and scale. TOMS’ “Buy one give one” model has charmed and engaged millions of consum- ers, and inspired numerous social entre- preneurs. Started to provide one pair of new shoes to a child in need for every pair of TOMS shoes purchased, TOMS has do- nated over 10 million pairs to date. TOMS expanded the model to eyewear in 2011, created an online marketplace for other socially conscious brands in 2013 and launched TOMS Roasting Co. in 2014 to provide access to clean water in the coun- tries where its coffee beans are sourced. 2014 CAUSE MARKETING GOLDEN HALO AWARD WINNERS Companies that take their social responsibilities seriously win kudos from contemporary consumers, but doing well by doing good takes finesse. Construct a program that has plen- ty of social impact but little ROI and there’s a good chance it won’t be around for long. Focus on short-term promotional impact while just paying lip service to building a better world and critics cry foul. The Cause Marketing Forum proudly shares these best-in- class examples of corporate social initiatives. 2014 CAUSE MARKETING FORUM HALO AWARD WINNERS SPONSORED CONTENT/AD AGE Excellence at the intersection of profit and purpose 2014 TRANSACTIONAL GOLD: Dig In & Do Good (MasterCard+Stand Up to Cancer) SILVER: Give Breast Cancer the Boot (JCPenney+National Breast Cancer Fndn) MESSAGE GOLD: 100 Wells for Ethiopia (Pacific Dental Services+charity: water) SILVER: iHeart Radio Show Your Stripes (Clear Channel Communities) HEALTH GOLD: Get a Shot. Give a Shot. (Walgreen Co.+United Nations Foundation) SILVER: imbornto (March of Dimes+Mud Pie, Bon-Ton and Famous Footwear) ENVIRONMENTAL GOLD: Alternative Spring Break (American Eagle Outfitters+Student Conservation Association) SILVER: Home Sweet Home (TELUS+WWF Canada) BUSINESS MODEL GOLD: Zoetis for Shelters SILVER: Alex & Ani Charity by Design EDUCATION GOLD: Celebrate Schools! (General Growth Properties+DonorsChoose.org) SILVER: Great Starts, Great Stories (Kellogg Co., Scholastic Inc.+Books for Kids Foundation) SOCIAL SERVICES GOLD: 2nd Annual Great American Shake Sale (Shake Shack+Share Our Strength) SILVER: iHeart Radio Show Your Stripes (Clear Channel Communities) SOCIAL MEDIA GOLD: Craziest Thing I Did to Save Money (H&R Block Dollars & Sense+DoSomething.org) SILVER: Home Sweet Home (TELUS+WWF Canada) VIDEO GOLD: The Moment (CIBC+Canadian Breast Cancer Foundation) SILVER: Dig In & Do Good (MasterCard+Stand Up to Cancer) CATEGORY WINNERS FIND WINNING CASE EXAMPLES AT CauseMarketingForum.com/halo2014 Cause Marketing Trends Newsletter: Want to know how cause marketing is relevant to your business? Sign up for the monthly Cause Marketing Forum newsletter at www.causemarketingforum.com. Competitive Intelligence Report: Get reports of new cause campaigns delivered to your inbox each week with the free Cause Update service. Sign up at www.causeupdate.com. Questions on merging profit and purpose? Contact us at: [email protected]
Transcript of 2014 CAUSE MARKETING FORUM HALO AWARD...
22 Cause Marketing Forum May 26, 2014
NONPROFIT: Children’s Miracle Network Hospitals has leveraged corporate rela-tionships to raise more than $5 billion for 170 member children’s hospitals across the United States and Canada since 1983. Tapping the passion of consumers, CMN Hospitals works with corporate partners such as Walmart, Costco, Dairy Queen, Rite Aid and Food Lion to raise millions for sick and injured kids, often $1 at a time through the charity’s Miracle Balloon icon. CMN Hospitals is a fascinating case of a large, legacy nonprofit that has reinvigo-rated its corporate alliance program by embracing innovation.
BUSINESS: TOMS is a rare young compa-ny that has built giving back into its DNA while achieving profitability and scale. TOMS’ “Buy one give one” model has charmed and engaged millions of consum-ers, and inspired numerous social entre-preneurs. Started to provide one pair of new shoes to a child in need for every pair of TOMS shoes purchased, TOMS has do-nated over 10 million pairs to date. TOMS expanded the model to eyewear in 2011, created an online marketplace for othersocially conscious brands in 2013 and launched TOMS Roasting Co. in 2014 to provide access to clean water in the coun-tries where its coffee beans are sourced.
2014 CAUSE MARKETING GOLDEN HALO AWARD WINNERS
Companies that take their social responsibilities seriously win kudos from contemporary consumers, but doing well by doing good takes finesse. Construct a program that has plen-ty of social impact but little ROI and there’s a good chance it won’t be around for long. Focus on short-term promotional impact while just paying lip service to building a better world and critics cry foul.
The Cause Marketing Forum proudly shares these best-in-class examples of corporate social initiatives.
2014 CAUSE MARKETING FORUM
HALO AWARD WINNERS
SPONSORED CONTENT/AD AGE
Excellence at the intersection of profit and purpose
2014
TRANSACTIONALGOLD: Dig In & Do Good (MasterCard+Stand Up to Cancer)SILVER: Give Breast Cancer the Boot (JCPenney+National Breast Cancer Fndn)
MESSAGEGOLD: 100 Wells for Ethiopia (Pacific Dental Services+charity: water) SILVER: iHeart Radio Show Your Stripes (Clear Channel Communities)
HEALTHGOLD: Get a Shot. Give a Shot.(Walgreen Co.+United Nations Foundation) SILVER: imbornto (March of Dimes+Mud Pie, Bon-Ton and Famous Footwear)
ENVIRONMENTAL GOLD: Alternative Spring Break (American Eagle Outfitters+Student Conservation Association)SILVER: Home Sweet Home (TELUS+WWF Canada)
BUSINESS MODELGOLD: Zoetis for SheltersSILVER: Alex & Ani Charity by Design
EDUCATIONGOLD: Celebrate Schools! (General Growth Properties+DonorsChoose.org) SILVER: Great Starts, Great Stories (Kellogg Co., Scholastic Inc.+Books for Kids Foundation)
SOCIAL SERVICES GOLD: 2nd Annual Great American Shake Sale (Shake Shack+Share Our Strength)SILVER: iHeart Radio Show Your Stripes (Clear Channel Communities)
SOCIAL MEDIAGOLD: Craziest Thing I Did to Save Money (H&R Block Dollars & Sense+DoSomething.org)SILVER: Home Sweet Home (TELUS+WWF Canada)
VIDEOGOLD: The Moment (CIBC+Canadian Breast Cancer Foundation) SILVER: Dig In & Do Good (MasterCard+Stand Up to Cancer)
CATEGORY WINNERS
FIND WINNING CASE EXAMPLES ATCauseMarketingForum.com/halo2014
Cause Marketing Trends Newsletter: Want to know how cause marketing is relevant to your business? Sign up for the monthly Cause Marketing Forum newsletter at www.causemarketingforum.com.
Competitive Intelligence Report: Get reports of newcause campaigns delivered to your inbox each week with the free Cause Update service. Sign up at www.causeupdate.com.
Questions on merging profit and purpose? Contact us at: [email protected]
ZION, 12 YEARS OLDSICKLE CELL DISEASE AND HEART TRANSPLANT PATIENT
Our Corporate Partners
Thanks for giving kids like Zion every chanceto get better.
PUT THE MONEY WHERE THE MIRACLES ARE.
Thanks to our network of hospitals and generous corporate partners for helping us receive Cause Marketing Forum’s 2014 Golden Halo Award.
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