Creating Effective Cause Campaigns…from Start to Finish

Mollye RheaCause Marketing Summit

May 24, 2016

Cause Program GPS

• Finding the Right Partner

• Conceiving an Exceptional Campaign

• Executing a Solid Strategy

• Q&A

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A Little About Me

• Founded For Momentum in 2003

• Experience in advertising, nonprofit development and brand management

• Frequent speaker and lecturer on cause marketing and sales

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Agency Philosophy

We unite companies and brands with nonprofits in a

way that maximizes benefits with high-touch programs

that enhance visibility, yield strong philanthropic

impact and add value for both organizations.

For Momentum Philosophy

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For Momentum Clients A to Y

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Now, Tell Me About You

How many years of cause experience do you have?• This is my first job in cause• 1-3 years• 4-5 years• More than 5 years

Where do you work?• Nonprofit• Corporate• Agency/Consultant

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Let’s Get Started!

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Destination – Cause Marketing Partnership

• Mutually beneficial relationship that leverages assets from both brands

• Raises funds and/or awareness of a societal issue

• Engages a brand’s stakeholders (customers, employees, etc.) in a mission that is aligned with the company’s brand or values

• Enhances brand equity and can provide product differentiation or increased sales

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Finding the Right Partner – A Natural Fit

• Mission

• Brand

• Offering

• Policies/Guidelines

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Finding the Right Partner – The Marketing Fit

• Target market

• Assets/benefits

• Timing

• Budget

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Finding the Right Partner – The Right Contacts

• Warm leads

• New pipeline

• Budget cycles

• Approval process

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Nonprofit Perspective

• Message/brand match

• Funding

• Awareness

• Organizational policies

• Culture

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Corporate Perspective

• Corporate objectives

• Brand goals

• Performance measures

• Sufficient ROI

• Resources

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0% 20% 40% 60% 80% 100%

Increase Brand Loyalty

Showcase Community/SocialResponsibility

Create Awareness/Visibility

Brand/Mission alignment

When asked to select the single most important factor,

92% chose brand alignment.

Top Factors for Selection Source: For Momentum2015 Corporate Partner Survey

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Most Corporations Support Multiple Charities

Source: For Momentum2015 Corporate Partner Survey

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Top Benefits Sought Source: For Momentum2015 Corporate Partner Survey

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Conceiving an Exceptional Campaign

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Exceptional Campaign Elements

• Fundraising

• Awareness

• Employee integration

Fundraising

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Fundraising

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Fundraising

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Fundraising

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Fundraising

• An elite group of 77, million-dollar-plus charity checkout campaigns raised more than $388 million in 2014.

• In aggregate, these large point-of-sale donation programs have raised over $3 billion in the last 31 years.

Source: Cause Marketing Forum

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Driving Awareness

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Driving Awareness via Media Partners

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Driving Awareness via Traditional Media

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Integrated with Social Media

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Driving Awareness with Celebrities

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Driving Awareness via Nontraditional “Media”

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Employee Involvement

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Volunteer Engagement

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Corporate Culture

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Executing a Solid Strategy

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Strategic Partnership Objectives

Your Organization’s

Assets

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Asset Inventory• First, make a list of all

your organization’s assets

• Consider anything and everything that might be of value in a cause marketing partnership

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Asset Inventory1. Organizational Assets

• Mission

• Brand

• Halo

• Reputation

• Culture

• Geographic footprint

• Content

• Unique business model or selling

points (USPs)

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Asset Inventory2. Relationship Assets

• Executives

• Board members

• Staff: national, field

• Followers

• Volunteers

• Beneficiaries

• Vendors

• Celebrities

• SME influencers

• Collaborative partners/cause partners

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Asset Inventory3. Marketing Assets

• Live:

• Bricks and mortar

• Events, programs

• Media: owned/earned/paid

• Online: website, blogs, articles, social media, podcasts, videos, pins

• Print: newsletters, annual report, press releases/stories

• PR coverage

• Media partners

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Asset Inventory

What else?

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Checking Out Your Competition41

Checking Out Your Competition

• Budget

• Geographic footprint

• Signature cause programs

• Events

• Programmatic offerings

• Online presence

• Activation strategies

• Media assets

• Current partners

• Celebrities

• USPs

#CM101

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Strategic Partnership Objectives

Your Organization’s

Assets

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Securing Team Member Buy-In

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Securing Buy-In

Why is this important?

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Securing Buy-In

Who• Your boss

• C-suite/management

• Board/development committee

• Sponsorship benefit deliverers

• Target audience

• Prospective partners

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Securing Buy-In

When• Before

• During

• After

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Navigating the Sales Cycle

Sales CycleIdentify and

Research

Prospects

Initial Outreach

to Introduce

Opportunity

Build Relationship &

Engage ProspectsRespond to

Prospect’s

Needs/

Customize

Benefits

Negotiate

Agreement

Parameters

Close

Partnership

Deal

Deliver,

Measure

and

Evaluate

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2014 For Momentum Survey

0%

10%

20%

30%

40%

50%

60%

70%

80%

Renewal Upsell Inbound Board/StaffIntro

Cold Call

80%

47%

27%

40%

14%

20%

33%

53%

60%

14%20% 20% 21%

57%

0-6 Mths

7-12 Mths

12-18 Mths

18+ Mths

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Coming June 1st – For Momentum’s Cause Partnership Sales Cycle Research

• Survey of senior nonprofit

executives across U.S.

• Helps answer the question:

“How long will this take?”

• Analyzes factors influencing

sales decisions

• Shares most effective pitches

and biggest objections

• Arrives next week

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Cause Partnership Sales Cycle Definitions

• Sponsorship - a primarily cash funder or in-kind contributor for an event, program or specified campaign/activity

• Integrated Partnership - a relationship where both you and your corporate partner leverage shared assets and activate the partnership to raise awareness and/or funds from a variety of constituents such as consumers and employees

• Employee-Directed Partnership - a relationship where your corporate partner activates its employee base to raise awareness and funds by creating teams, encouraging workplace activities and volunteerism to support your cause

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Implementation

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PlanningImplementation

Establish your collective budget

• Sponsorship fees

• Activation costs

• Human resources

• Contributed goods and services

• Advertising, marketing, PR support

• Measurement – research and tracking

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PlanningImplementation

Establish your mutual timelines

• Partnership milestones

• Approval timelines

• With partner

• Internal

• Regular check-ins

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PlanningImplementation

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Establish who, what, when

TASK DESCRIPTIONCOMPLETION

DATEWHO NOTES

Promotion Elements

Materials Development

Sponsor Benefits

Implementation

Measurement

Measurement57

PlanningMeasurement

Possible measurements• Sales/fundraising

• Impressions

• Name capture

• Website views, Facebook likes, Twitter followers, Pinterest pins, etc.

• Pre- and post-awareness levels

• Pre- and post-opinion surveys

• What else?

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Resources60

For Momentum Resources

Download these free cause marketing resources at www.formomentum.com.

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Cause Marketing Summit

Read the blog, subscribe to emails, and learn about the latest happenings at www.causemarketingnyc.com.

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Cause Marketing Forum

• Newsletters

• Webinars

• Annual conference

• Cause Talk Radio

podcast

• Cause Update blog

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Blogs, Publications, Associations, Charity Information ProvidersAll of these resources are listed on the “Cause Industry Influencers” page at www.formomentum.com.

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Contact

Mollye RheaFounder and PresidentFor Momentum LLCEmail: mollye@formomentum.comPhone: 770.604.9877Website: www.formomentum.com

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