getting the message right for the new consumer/donor (care2 - bbmg)

Cause Marketing - Getting the Message Right for the New Consumer/Donor

For Audio Call: 1-408-792-6300 Event Number: 669 173 909

Presented By: Mirm Kriegel, BBMG and Justin Perkins, Care2.com

November 5, 2009

About BBMGA new kind of marketing firm, dedicated to the intersection of branding, social purpose and innovation. Founded in 2003, studios in New York and San Francisco, 35+ design awards. Learn more at bbmg.com.

What we’ll cover• Branding 101• The Moment: Five Trends Shaping the Marketplace• The Conscious Consumer• Triple Value Proposition• Case Studies• Questions

THE FIVE LAWS OF BRANDING

What’s a brand?

• What you stand for• Your unique difference• The promise behind your mission

FIVE LAWS OF BRANDING

Word

Brand

Car + Safety

1. THE LAW OF THE WORD

International + Children

1. THE LAW OF THE WORD

1. THE LAW OF THE WORD

Cancer Research + CURE

FIVE LAWS OF BRANDING

Word

Focus

Brand

IMPORTANT TO TARGET

ORGANIZATION STRENGTH

OTHER ORGANIZATIONS

NOT ADDRESSING NEED

2. THE LAW OF FOCUS

Identifying your unique value proposition

SWEETSPOT

A brand becomes stronger when you narrow its focus

Children’s Supermart?

2. THE LAW OF FOCUS

FIVE LAWS OF BRANDING

Word

Focus

Leadership

Brand

3. THE LAW OF LEADERSHIP Leadership is the single most important motivating factor in consumer behavior…

The nation's largest and most effective animal protection organization

When you don’t have a leading brand, create a new category in which you can claim leadership.

3. THE LAW OF LEADERSHIP

The world’s largest no-kill rescue and adoption organization

The first shelter in the country to be LEED certified

Chicago’s largest humane society

FIVE LAWS OF BRANDING

Word

Focus

Leadership

Authenticity

Brand

4-Day Work Week

4. THE LAW OF AUTHENTICITY

FIVE LAWS OF BRANDING

Word

Focus

Leadership

Authenticity

Consistency

Brand

• A brand must stand for something clear and consistent over time

• When you change your brand to chase a new market, bad things can happen…

5. THE LAW OF CONSISTENCY

Cake Decorating Kit

Energy Beer

Flame: meat-scented perfume

5. THE LAW OF CONSISTENCY

Coke Pepsi

5. THE LAW OF CONSISTENCY

5 PRINCIPLES OF BRANDING

Strategic

StakeholderFocused

Inside-Out

All Touch Points

Empowering

Brand

PRINCIPLES OF CAUSE-MARKETING

Authenticity Avoid “cause washing”

Integration The cause is consistent with the company’s

overall strategy

Impact Campaign impact must be measurable

1. AUTHENTICITY

1. AUTHENTICITY

• The company is fully engaged in the cause

• Employees are excited and passionate about the cause

• Seek to create long-term partnerships with organizations that are mission-aligned

2. INTEGRATION

From Charity > Shared Value Creation

The cause is consistent with the company’s overall strategy

3. IMPACT

• Focus on effective partnerships that can have a real impact for the cause

• Focus on partnerships that deepen the relationship with consumers

• Measure and evaluate results

CAUSE MARKETING DONE WRONG

Campaigns violating the law of consistency:

Can Macy’s claim to be green?

What’s the particular relevance?

CAUSE MARKETING DONE RIGHT

FIVE TRENDS SHAPING THE MARKETPLACE

1.

1. Clutter In 1940, there were 12,000 registered nonprofits in the US. Today, there are more than 1.5 million.

*source: Giving USA, Urban Institute 2008

2. Crunch “Eighty percent of nonprofits surveyed are under are under fiscal stress, with four in 10 of those reporting their stress as severe or very severe.” -Johns Hopkins University’s Center for Civil Society Studies survey

3. Co-Ownership “There is more computing power in our Blackberries than there was in the control room in Houston that put a man on the moon.” Jonathan Greenblatt, Mashable Summer of Social Good Conference

5. ConsciousnessConsumers are redefining value in the new economy. It’s about value and values.

MEETING THE CONSCIOUS CONSUMER

Five Values that DriveConscious Consumers

HEALTH AND SAFETY

HONESTY

CONVENIENCE

RELATIONSHIPS

DOING GOOD

CONSUMER SEGMENTATION OVERVIEW

Enlighteneds Aspirationals

Practicals

Indifferents

10%

20%

30%

40%

TOP ISSUES (ONE OF THE MOST IMPORTANT)

56%52%51%46%41%40%34%32%29%29%26%23%

HEALTH CARE

EDUCATION

SAFE DRINKING WATER

CURES FOR DISEASES

RENEWABLE AND ALTERNATIVE

ENERGY

FAIR WAGES AND SAFE WORKING

CONDITIONS

POVERTY

CRUELTY TO ANIMALS

GLOBAL WARMING

WORLD HUNGER

WILDLIFE CONSERVATION

INTERNATIONAL HUMAN RIGHTS

Why Care?

3X Early Adopters3X Reward3X Punish3X Influence (+)3X Influence (–)4X Blog, post, reviewALL ADULTS

48%

ENLIGHTENEDS

Takeaway: The Passionate 10

Engage the “most passionate 10 percent” in the conversation, providing Enlightened Consumers with a platform to voice their concerns, their needs and

their new ideas.

10>90

Triple Value PropositionAn approach to branding that delivers on three dimensions of value: personal relevance, social purpose and meaningful participation

UNIQUE VALUE PROPOSITION

IMPORTANT TO TARGET

ORGANIZATION STRENGTH

OTHER ORGANIZATIONS

NOT ADDRESSING NEED

SWEETSPOT

TRIPLE VALUE PROPOSITION

PRACTICALBENEFIT

SOCIALBENEFIT

TRIBAL BENEFIT

SocialHow does the brand help me make a difference in the world?

PracticalHow does the brand improve my life?

TribalHow does the brand connect me to a community that shares my values, hopes and aspirations?

SWEETSPOT

FROM CURE TO PURE Shifting the paradigm on breast cancer

Case Study

PracticalPractical, accessible tips that help me mitigate the risk of breast cancer in my daily life.

SocialReducing the risk of breast cancer.

TribalCreating a sisterhood around a cause; leveraging Luna’s current network bound by shared values of health and nutrition for women.

QUESTIONS?

Relationships are the only real currency in life. Please let me know if you would like more information. Thanks for your time.

Mirm Kriegel, 212.473.4902 ext 207mkriegel@bbmg.com

CONNECT

Cause Marketing: Getting the Message Right for the New Consumer

QUANTITATIVE 2,000 person national poll +/- 2.2% margin of errorOct. 26 - Nov. 6, 2008Global Strategy Group

QUALITATIVE 15 ethnographic interviews January 2009East and West CoastsBagatto, Inc.

METHODOLOGY

© Care2, Inc. p. 1

Cause Marke*ng Online Since 1998 

 Nearly 12 million Care2 members are making a difference by: 

•  Taking Ac5on 

•  Volunteering •  Dona5ng 

•  Telling friends 

•  Sharing news 

•  And much more… 

~$1.6 billion will have been spent on cause marke*ng campaigns in 2009 

Why Cause Marke*ng Works 

•  Brands win by appealing to the social and environmental values of Conscious Consumers 

•  Nonprofits win from the funding, exposure and marke5ng exper5se of the Brand 

•  Consumers win through feeling good about suppor5ng brands and causes with liGle or no extra money from their pocket 

Produc*ve Cause Marke*ng Campaigns 

•  Target exis5ng networks of consumers with a need you fulfill 

•  Fulfill a need of the consumer in the stream of their current online behavior (hint: your website probably doesn’t maGer so much) 

•  Leverage a partnership with a brand or nonprofit that has a similar cons5tuent or customer and a large network 

Five Quick Mantras for Messaging 

•  Place the Consumer at the center of the story – he/she is the hero   

•  Fulfill the Consumer’s need to make a difference ‐Make people feel good – it’s not about your org, it’s about the consumer’s needs you’re fulfilling 

•  Be Specific, local and 5mely beats general •  Make it Personal and conversa5onal  – one‐to‐one, not one‐to‐many 

•  What happens next?  Don’t distract ‐ One ac5on at a 5me ‐ always have another reason to reach out again and keep the story going  

Consumer is the Hero 

Make People Feel Good 

Keep it Personal 

Fulfill the Consumer’s Needs 

Specific, Timely, Local 

What Happens Next? 

Tools for Online Cause Campaigns •  Pe55ons •  Pledges •  Quizzes •  Surveys/ Polls •  Click‐to‐donate •  Auc5ons  •  Checkout  •  Contests •  eCards •  Text‐a‐thons •  Social Network Widgets •  Share a video/photo 

America’s Favorite School Contest •  Partner: GreatSchools •  Message: Vote for your favorite school and help them

win $20,000! •  Contest dates: Launched Sept 15 – Nov 15 •  200,000+ votes

•  Recruited 10’s of thousands of leads for nonprofits •  Generated 100’s of thousands of impressions for

sponsors: Target, K12, Campbell’s

Case Study: Fetzer and Yellowstone Sustainability Pledge 

Resources for Cause Marke*ng 

•  Care2’s nonprofit marke5ng blog ‐frogloop.com 

•  hGp://www.independentsector.org/mission_market/organiza5ons.htm#16 

•  hGp://causemarke5ngforum.com/ 

© Care2, Inc.

p. 20

Cause Marke*ng & Nonprofit Campaigns with Care2 

Justin Perkins Director Business Development &

Nonprofit Marketing Strategy (303) 475-4827

justin@care2team.com

Appendix 

Major Media Campaign w/ Electrolux, Ovarian Cancer Founda*on, Kelly Ripa 

Care2 helped Electrolux drive their cause marke*ng campaign during Ovarian Cancer Month in Sept, 2009. 

• Custom Chaperoned email blast to 500k Care2 Ac5on Alert subscribers 

• Custom Daily Ac5on Campaign driving 2,000 consumers to Kelly‐Confiden5al.com “Text‐a‐thon” Fundraiser 

• E‐newsleGer ads reaching 1.2 Million Healthy & Green Living subscribers 

• Run of site media reaching over 3 million eyeballs 

Chaperoned Email Blast 

Millions of Care2 members sign up to receive Ac*on Alerts on social and environmental causes they care about. 

The Daily Ac*on Placement 

Each day, over 10,000 people visit the Daily Ac*on and 2,000‐4,000 people take the Ac*on of the Day. 

The Daily Ac*on is promoted via Care2’s homepage, as well as by a newsleber that pushes to 140,000 people. 

Display Ads 

Care2 sees about 4‐5 million unique visitors each month and 40‐50 million pageviews. 

Adver*sers can reach a valuable consumer segment featuring one of the largest popula*ons of influen*al females above the age of 39. 

Care2 Cause Marke*ng Examples 

Care2 Cause Marke*ng Examples

The largest free and Cause‐based eCards site online 

Organizations reach Care2 users in a positive and uplifting environment where they share messages of love, joy and laughter

Branded eCards 

Branded eCard (Thank you page) 

Example of Custom Co‐Branded Click2donate Placement  

Click2donate Next Ac*on Placement – Lead Gen or Coupon 

Sponsored Contests 

Copyright ©2008 Care2, Inc. All rights reserved 11/5/09 36

Animal Shelters Contest •  Care2 has a custom sponsorship platform for cause-

driven Web 2.0 contests. •  Example: “America’s Favorite Animal Shelter” holiday

contest •  Nonprofit partner: Adopt-a-Pet.com and their network of

local and regional animal shelters and rescue groups •  Message: Animal shelters and the animals they serve

are suffering in this economy. Vote for your favorite local shelter to rescue group and help them win a much-needed $10,000!

•  Contest dates: 12/2/08 – 1/31/09 •  Total page views: 2.3 million •  Total individuals voting: 250,000 •  Total daily visitors: 557,000

America’s Favorite Farmers Market •  Nonprofit partner: Local Harvest •  Message: Vote for your local farmers market and help

them win $5,000! •  Contest dates: Summer 2009 •  Total page views: 2.0 million •  Total individuals voting: 100,000 •  Total daily visitors: 300,000