It used to be that so-called cause marketing was a convenient way for companies to toss some money at a cause in return for some goodwill--albeit fleeting --from the
public.
With apologies to Bob Dylan, the times they are a-changing.
Today, cause-marketing programs--or corporate/nonprofit partnerships--are an increasingly crucial part of the corporate landscape, and they have taken on added resonance in
light of the seemingly never-ending saga of business scandals.
With real commitment from the C-level, cause marketing can, in the long term, enhance overall credibility; build bridges to an increasingly skeptical public; and, perhaps
most important for PR pros, improve the lines of communications among all stakeholders.
"We've seen a transformation to where causes today are really more than a useful tool to drive sales but a business imperative and a driver of reputation and trust," says
Kristian Darigan, VP of Boston-based Cone Inc., which specializes in cause marketing.
The growth of the partnership discipline has been similar to that of corporate organizational branding. "You're infusing trust, relevance, humanity and passion into the DNA
of the brand," Darigan says, adding that partnerships for the sake of partnerships are destined to fail. "Companies need to showcase their programs in an area that is at a tipping
point
The latest trends in corporate/nonprofit partnerships were the subject of a recent PR News-sponsored Webinar "Nonprofit/Corporate Partnerships: Strategies That Work."
(See tables.)
In the last several years, there's been a huge surge in the number of Americans who have a positive image of a company if it supports a cause.
Supporting a cause can impact (for both sides of the table) what products and services consumers purchase (vis-a-vis your competitors) and whether consumers refer to the
company in a positive vein. It also boosts employee morale. "It's not just tapping into the financial resources of employees but human resources," Darigan says, pointing to the
power of volunteerism.
As companies invest more in cause-marketing efforts, so, too, do their measurement efforts in this realm.
"You have to communicate through all channels," Darigan says. "Trucks, ATM screens, buzz, 'influentials.' There's a growing need to measure awareness beyond media
impressions, and you have to think about that in your partnership discussions." The costs for cause marketing, of course, vary, but a comprehensive campaign should start in the $1
million range. Darigan adds, "Every company needs convincing that this is not a pipe dream."
Paige Wesley, director of corporate partnerships for the American Speech-Language-Hearing Association (ASHA) (Rockville, Md.), which represents 115,000 speech,
language and hearing professionals, stressed that associations are a good fit for partnerships.
"[They] provide an interested and engaged audience, and members want to hear from the association and the association's partners," she says. "Member response to ASHA partners
is typically much higher than indirect/direct/e-mail campaigns would be."
She adds, "What this means and how it translates for corporations is member loyalty, and continued and consistent visibility for a company doing business with an
association." Associations can also provide a deep well of knowledge on the industries they represent.
The PR challenge for corporate/nonprofit partnerships is not just educating people, "but asking them to change their behavior," says Debra Cabral, executive vp/COO of
Dittus Communications (Washington, D.C.), who has 25 years of experience in coalition-building and grassroots mobilization. "It has to be a national campaign, but in order
for it to be successful, it has to be implemented at the local level." (For a related story, see Page 3.) PRN
Contacts: Debra Cabral, 202.775.1401, [email protected]; Kristian Darigan, 617.939.8308, [email protected]; Paige Wesley, 301.571.0483, [email protected]
What to look for in an association:
- Membership profile that fits the corporate consumer profile
- Financially sound
- Strong membership retention
- Ability to provide current data
- Demographics and psychographics
- Build and administer customized surveys
- Resources to launch, administer, and maintain a year-round program
- Multiple channels to access the membership and targeted public audiences
- Strong internal support for seamless implementation
- Public relations, marketing, Web, and customer service working together to support the partnership
Selling the partnership:
- Proposals
Target the company - customize the proposal- Show the match - why it works
- Provide strong data
- Provide year-round marketing and PR
- Show and tell - sample materials that have worked and why
- Measurable ROI
- The cost per impression varies based on the type of impression print ad vs. broadcast media vs. one-on-one
- Opportunity to see other partnerships in action
- Conferences
- Sample advertising, promotions, PSA's
- Partner statistics - impressions, visibility
Manage and grow the partnership:
- Dedicate staff - it's a full time job
- Stay in touch - ongoing communication is key in any good relationship
- 360 degrees education
- within your organization
- within your partnership
- within your membership
- Look for new opportunities to increase value
- Provide annual reports
- Be in it for the long haul - it gets better over time
Source: Paige Wesley/American Speech-Language-Hearing Association
Give A Little, Get A Lot
91% of Americans had a more positive image of a company if it supports a cause
86% were likely to switch from one brand to another that is similar in price and quality if it supports a cause
63% said that a company's commitment to a social issue is just as important as where they shop
87% agreed that seeing information about CSR helped them remember that company
86% of employees whose companies support causes say they are proud of their company
Source: The 2004 Cone Corporate Citizenship Study