On Sunday we posted a summary of Mia Farrow’s passionate General Session speech on Darfur.
Her talk certainly helped raise my awareness. Perhaps that’s why I read with great interest a short item in today’s USA Today on Luol Deng, a star forward with the Chicago Bulls. He was born in the Sudan. He and his family were able to flee when he was young. He spoke at a Save Darfur Coaltion rally in Chicago Sunday. “We all need to put a stop to this and do whatever we can to stop this. I just hope more people will get involved.”
2007 International Conference: PR Evolution's archives
Breakout: Social and Cause Marketing: Creating Value, Building Relationships
Posted by Kami Watson Huyse in October 22nd 2007
Cause marketing is hot, but it certainly isn’t new.
As early as 1891, Rockefeller hired someone to handle his philanthropic affairs. Cause marketing provides mutual benefit to non-profit associations and corporate partners by aligning their interests for good.
Kristian Darigan, vice president and futurist for the non-profit cause division of Cone, explained that Cause marketing is getting harder because doing good has become an expectation rather than a differentiator. In order to reap the greatest rewards, companies much be linked much tighter into the cause than in the past.
Continuum of Engagement
- Cause Marketing: Singular campaign
- Cause Branding: Using the companies philanthropy to deliver better results
- Corporate Responsibility: Integrated into the social DNA, in addition to causes they support, all the equity
The Benefits for Companies
- In the US, 87% say when price and quality are equal, they are likely to switch from one brand to another associated with a cause, 2007 Cone Cause Evolution Study
- Globally, 60%chose NOT to buy a brand because the company was seen as a bad corporate citizen, Wirthlin Worldwide, Corporate Citizenship Balancing Act, 2002
- In the US, 77% say a company’s commitment to a social issue is important when they decide where to work, , 2007 Cone Cause Evolution Study
Globally, employees were ranked as the stakeholder group that creates the greatest pressures or incentives for their company’s citizenship activities, World Economic Forum - In the US, 92% say they have a more positive image of a product or company when it supports a cause, 2007 Cone Cause Evolution Study
- Globally, 61% of opinion elites say they have recommended a company to others in response to positive news about a company’s citizenship, APCO Worldwide Global CSR Study
The Benefits for Non-Profits
- In the US, 76 percent of people reported that they had a more positive image of the non-profit
- In the US, 70 percent are more likely to donate money to the charity
Kristian made an interesting point, that was also made by Mia Farrow yesterday in the general session, that many global companies have a bigger reach than the United Nations.
A new trend is for the non-profit to initiate cause marketing campaigns. Cone usually represents clients such as Yoplait, Starbucks, Western Union and other corporate players, but decided to expand its practice when it chose to represent the American Heart Association in its cause marketing campaign.
Links to the PDFs of the Presentation
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tags: Cause+Marketing
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under: 2007 International Conference: PR Evolution, Case Studies, Corporate Communications and Public Relations, PRSA Conferences, PRSA International Conference, Relationship & Reputation Management, Social Responsibility & Cause Marketing, Strategic Planning, Techniques & Tactics
Tags: cause+marketing, social+marketing campaigns
Tags: cause+marketing, social+marketing campaigns
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