What’s the Difference? Exploring the Convergence of Cause Marketing & CSR

Craig Bida EVP, Cause Branding &

Nonprofit Marketing Cone Communications

Dave Stangis VP, Public Affairs &

Corporate Responsibility Campbell Soup Company

How To Ask Questions

• Type questions into the box on the right side of the your screen

• Submit via Twitter to @VM_Solutions using “#VMbpn”

• We will pose questions at the end of the presentation

• A copy of the sides will be circulated after the event

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Craig Bida EVP Cause Branding, Nonprofit Marketing cbida@coneinc.com @craigbida

What’s the Difference? Exploring the Convergence of Cause Marketing & CSR

VolunteerMatch Best Practice Network Webinar

81% of consumers globally expect companies to do more than just

make money or support their local communities

Social Impact: A Groundswell of Interest

Growing Expectations, Declining Trust

2012 Harris Interactive 13th Annual Reputation Quotient 2010 Public Strategies Trust Monitor

Low Trust

20% Only 2 in 10 Americans have a

positive perception of corporate reputation

High Expectations

91% of the public wants to see corporations involved in

helping solve the problems our nation faces.

Consumers: A Passion for Cause

88% Find cause marketing acceptable (vs. 66% in 1993)

85%

80%

Have more positive image of a product/company when it supports a cause they care about

Would be likely to switch from one brand to another if associated with a good cause

2010 Cone Cause Evolution Study

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How should companies respond

?

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1. Deeply Integrate Social Impact

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1. What do you CARE about? 2. What are you GOOD at? 3. What ASSETS do you have? 4. What will you uniquely DO? 5. How will you MEASURE success?

2. Unlock a Cycle of Change

3. Explore a Spectrum of Commitment

General Mills Box Tops for Education

Xylem Watermark

P&G Live, Learn and Thrive

Avon Breast Cancer Crusade

Cause Marketing

Cause Platform Shared Value Signature Program

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Poll #1

What are barriers to success that you have experienced in developing and executing programs?

• Money/budget • Senior level support • Lack of focus • Lack of internal alignment • N/A I haven’t experienced these barriers

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SAY / DO = 1

4. Communicate Your Commitment AND Impact

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What’s the Difference? Exploring the Convergence of Cause Marketing & CSR

Dave Stangis Vice President Public Affairs and Corporate Responsibility VolunteerMatch Best Practice Network Webinar

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CONNECT WITH CONSUMERS

DRIVE INNOVATION

CREATE A HIGH- PERFORMANCE ORGANIZATION

DELIVERY LONG-TERM PROFITABLE GROWTH

Promoting global wellness and nutrition, helping to build a more sustainable environment, and honoring

our role in society from the farm to the family

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Cause is grounded in our Company mission, links to our Success Model…

…and will leverage our CSR & Sustainability strategy to better engage consumers

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CSR Corporate Imperative 2020 Destination Goals

Selected Sub-goals Reduce energy use by 35%

and source 40% of the energy used from renewable or alternative energy sources

Recycle 95% of waste generated globally

Eliminate 100 million pounds of packaging from Campbell products

Make a positive impact in the lives of 100 million youth through our volunteer, community and signature programs

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Internal Situation Assessment: Summary of Cause Activities (past)

HUNGER RELIEF EDUCATION / YOUTH DEVELOPMENT HEALTH COMMUNITY OTHER

PEPPERIDGE FARM

Cash Donations ~$30k Food Donations ~$12.7MM Cause Mktg ~$500k Cause Mktg ~$605k

Donations ~$820k Volunteer Programs ~720hrs Cause Mktg TBD

CAMPBELL CANADA

Cash Donations $X Food Donations $250k Cause Mktg ~$X Cause Mktg ~$X

Donations ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X

CAMPBELL USA (Retail & NAFS)

Cash Donations $X Food Donations $ 12.9MM Cause Mktg ~$X Cause Mktg ~$X

Donations ~$X Volunteer Efforts $Xhrs Cause Mktg ~$X

US PLANTS Cash Donations $X

Food Donations $x x Cause Mktg ~$X Cause Mktg ~$X Donations ~$X

Volunteer Efforts $Xhrs Cause Mktg ~$X

CAMPBELL FOUNDATION Cash Donations $X

Food Donations $x Cause Mktg ~$X Cause Mktg ~$X Donations ~$X

Volunteer Efforts $Xhrs Cause Mktg ~$X

CAMPBELL’S CORPORATE

Cash Donations $X Food Donations $x Cash Donations $X Cash Donations $X

Donations ~$X Volunteer Efforts $Xhrs Cash Donations $1.2MM

Poll #2

How many cause activities does your organization currently have?

• 1 • 2 • 3 • 4 • 5+

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Best Practice Principles for establishing impactful Platforms and Cause Areas

Connection of Platform to Company Mission

Engagement Platform is consumer facing - connects to a consumer insight/desire

Platform is broad, encompassing without being too general

Platform is consistent, enduring (marketing programs are cyclical)

Executive ownership and consistent messaging around the platform

Focus where value can best be created both for society and shareholders

•areas where organization has the ability to have the biggest (social) influence

•areas that are critical to business activities & business sustainability

Focus on few (3-4) meaningful ‘causes’

Areas of focus cover range from ‘risk management’ to true ‘good citizenship’

Linkage/Integration/Consistency with corporate Foundation, leveraging multi-brand activation

PLA

TFO

RM

S

CA

US

E A

RE

AS

PRINCIPLES

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• CSR vs. Cause Marketing • CSR as Cause Marketing • CSR informing Cause Marketing • Campbell’s Strategic Communications

Council • Active partnership with Integrated Marketing • Breaking down marketing and brand silos • Leveraging business process

Working to build a better process

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• Persistence and Continuity • Action and Senses • Choice • Alignment • Proximity • Reward, Recognition, Gratitude • What’s next?

Characteristics we know work

Stay Informed

Blog: www.VolunteeringIsCSR.org

Twitter: @VM_Solutions

Newsletter: http://www.volunteermatch.org/corporations/resources/newsletter.jsp

Upcoming Session: Global Oct!

Pro Bono Service on Steroids: International Corporate Volunteering Tuesday October 4, 2012 10-11 a.m. PT (1-2 p.m. ET) Guest Speakers: Amanda MacArthur CDC Development Solutions Pascale Sejean PepsiCorps Register: https://www1.gotomeeting.com/register/748256360

Upcoming Session: Global Oct!

Planet Brands: Changing Behavior for Sustainable Social Good Tuesday October 30, 2012 10-11 a.m. PT (1-2 p.m. ET) Guest Speaker: Lucy Shea CEO, Futerra Register: https://www1.gotomeeting.com/register/249145272