CAUSE MARKETING How your cause can help a

CAUSE MARKETING How your cause can help a company increase profits, retain talent and improve the community.

HOW DO YOU ASK COMPANIES FOR MONEY?

Can I have an auction item? Will you buy a foursome? Please come to our event. Will you buy a sponsorship? SOLICITATIONS Create a team for our 5 k. Contribute to our year-end campaign. Should I apply for this grant? Please vote for us on social media. Does your company match?

Cause marketing is the authentic sharing of values, purpose and/or unique characteristics of a company in partnership with a cause for the purpose of increasing profits and improving society.

DICK’S SPORTING GOODS Night at the Distribution Center Co-Op City Tennis Both videos released in 2020. Both videos received 10 M views in first two weeks.

WHAT WAS THE MESSAGE? 1. Did you learn about quality? 2. Did you learn about price? 3. Did you learn about service? 4. Were you entertained? 5. Were you moved? 6. Are you more or less likely to purchase?

OTHERS WATCH TOO. . . Executives Consumers Employees 70% believe there is a long-term financial benefit to companies that make strong commitments to purposedriven leadership. 73% believe that a company can take actions that both increase profits and improve conditions in communities where it operates. 89% of executives said a strong sense of collective purpose drives employee satisfaction. Korn Ferry 2016 Executive Survey Edelman 2020 Trust Barometer Harvard Business Review’s The Case for Purpose

CORPORATE SOCIAL RESPONSIBILITY q q q Philanthropy Sustainability Diversity Ethics Worker’s Rights Equity See Certified B Corp

CAUSE MARKETING EQUATION corporate values + (engages consumers + over time) + for-profit + nonprofit = increased profits + better society

THE SPECTRUM OF CAMPAIGNS Public Statement Point of Sale PR Stunt Partnership Minimal Investment Sponsorship Significant Investment Volunteer Co. Brand

SPONSORSHIP DONUTS ALIGN WITH EDUCATION “It’s an honor to contribute to the School District of Philadelphia’s Meaningful Meals program on behalf of the Dunkin’ Joy in Childhood Foundation to uplift nutritional education and combat food insecurity, ” said Ho. “It’s important for Dunkin’ to give back to the communities we serve, and I am proud to have the opportunity to help local students and families during these challenging times. ”

POINT OF SALE GROCERIES ALIGN WITH HUNGER “Breakfast is an essential school supply for kids to learn, grow, and thrive, ” said Albertsons Cos. Foundation President and Executive Director Christy Duncan Anderson. “In partnership with our generous customers, we’re proud to be one of the largest contributors to food banks and hunger-relief programs in the neighborhoods we serve. ”

VOLUNTEERING INSURANCE ALIGNS WITH HUNGER “We are excited about this partnership and think it will help improve health outcomes, reduce hospitalizations, and educate members on how to maintain a healthy lifestyle and good eating habits, ” said Independence Medical Director Heidi Syropoulos, M. D. , a geriatrician. “Thanks to our partnership with MANNA, we are able to provide a lifeline to people who otherwise could not get the nutrients they need to get and stay well. ”

COBRAND SNACKS ALIGN WITH CANCER “Tasty Baking Company is proud to support this remarkable organization and contribute to its impressive funding of childhood cancer research, ” said Charles Pizzi, Tasty Baking Company President and Chief Executive Officer.

PARTNERSHIP AGENCY ALIGNS WITH CARDIAC ARREST “This partnership is part of an ongoing philanthropic initiative at Dudnyk that will allow employees to use their professional expertise and skills for the betterment of our society. Following the success of this first campaign with Simon’s Heart, we plan to form lasting partnerships with charitable organizations that need our help with marketing and communication. ”

ASK THE COMPANY q What do you care about? q What are you good at? q What assets do you have? q What is your unique talent? q How will you measure success?

MEASURES OF SUCCESS q # people volunteered q $ raised q goods/services delivered q lives impacted/saved q consumers educated q laws passed q students graduated q profits, profits

THE CHALLENGE

Philadelphia Flyers Scrub Daddy Wheels Up Sudden Death Overtime Heart Month

WHO IS YOUR AUTHENTIC CONNECTION?