Show me the New Money

Show me the New Money

Cause-related Marketing

Julie Irby

Marketing and Outreach Director

Arkansas Educational Television Network


Definitions of Marketing

The following definitions were approved by the American Marketing Association Board of Directors:

Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)


Definitions of Marketing

Cause marketing or cause-related marketing:

refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax-deductible, while cause marketing is a marketing relationship generally not based on a donation.


Different types of partnerships

Co-Branding – Determine the value of your brand and see what partners you need and who might need you.

Want eyeballs/reach instead of money –same rules don’t apply when asking for cash gift or underwriting.

Different cause marketing partnerships: • Access to their audiences (eyeballs, reach)• In-kind gifts• Percentages of items sold (t-shirts, Red Cross/Maglite)• Cash can be part of the deal• Access to experts, etc.• A mix of all of it


Pros of using Cause-related Marketing

Can create new relationships or offer extra benefits to current relationships (first right of refusal), especially in a struggling economy

Sometimes the dollars come from the marketing budget not the charitable or other company line item

You work with the PR or marketing person at the company so you getbig bang for your buck (tag their currently running advertising, give you their spots, their Web site real estate, etc.)

There is not a magic formula for these partnerships – can be flexible with benefits and types of partnerships. May want to do a MOU.


Watch out for:

As a state agency, we can’t look like we’re endorsing or pushing people to ‘shop’ at their store or choosing one company over another

Make sure the company or organization isn’t being courted already and if so, which sort of partnership works better – cash or cause marketing

There is not a magic formula for these partnerships – can be flexible with benefits and types of partnerships. Negotiating may be difficult.


• Review multi-platform strategies to see how they could fit

• Define what each partner is looking to gain

• Choose partners who have similar target audiences

Key Elements for Choosing

a Partner (try existing partners)


AETN/Lewis & Clark Outfitters Cause-related Marketing partnership

We needed: access to a particular audience and a physical location• Access to outdoor enthusiasts• A physical location to host events, hand out passports • In-kind gifts

They wanted:• A presence on-air• Statewide eyeballs as they are opening new stores

*Their recent research showed that the #1 thing their customers wanted from them was information on where to go to do outdoor ‘stuff’. AETN=2 shows

Getting Lewis & Clark Outfitters on Board

1. Looked at our current partners, they were already an underwriter

2. Underwriter set up a meeting with the owner and PR/Marketing peeps (had proposal that included cash ask)

3. Pitched our idea and followed up with a 2-page proposal (after they said they could not do cash option)

Was very one-sided on our part: after they agreed to the proposal, we kept in close communication as deadlines approached and kept them well informed. Low maintenance.


Elements of the Proposal – (see Proposal)

Partnership Objectives

Target Audiences

Partnership Outline –

how partnership will work

Benefits to our partner

Learning: Things we couldn’t do: t-shirt sales, have L&C

take money for memberships, push people to their store


• Eyeballs: in-store, online, mailing approx: 50,000+

• In-kind gifts: kayak, bike, clothes ($2,500) – underwriting agmt.

• Items for our exhibit (backpack, camp set, tent, sleeping bags, etc.)

• Prizes ($1,200)• Expert for our FB/Twitter chats, on-air,

at our events – 785 fans added in nine days*(2,400 FB fans, 359 Twitter, 35 live chats)

• Possible partnership with their school education program

• Partner did not ask for many of their benefits in the end

• Happy partner for the future!

Outcomes


Show me the New Money

Documents

Transcript of Show me the New Money