Transparency: Cause Marketing's Dirty Little Secret |
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Mike Lawrence of Cone, Inc.
Consumers demand it. Cause marketers extol it. Yet many of even the best known programs fail to live up to full disclosure. Illustrated with real examples, you'll listen to guidelines on building a transparent program, and an answer to the nagging question: If it isn't enforced, is cause marketing transparency really so critical?
Price: $99 or FREE to CMF Members
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Carrots & Causes: Driving Consumer Engagement |
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Ian Yolles, CMO, RecycleBank
How can cause marketers most effectively move consumers to change their behavior for the greater good? Ideally, folks in the American mainstream would just "do the right thing" when it is pointed out to them, but the reality is that many consumers are far more responsive when doing good comes with a reward.
Price: $99 or FREE to CMF Members
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Effective Call to Action Campaigns |
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Retail call-to-action campaigns are among the most discussed topics in our industry, and one of the most outstanding examples is St. Jude Children’s Research Hospital’s annual Thanks & Giving holiday fundraising program.
Price: $99 or FREE to CMF members
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Clorox's Green Works and Sierra Club: A Case Study |
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Clorox's Aileen Zerrudo and Sierra Club's Johanna O'Kelley
Clorox's Green Works brand is the #1 natural cleaning brand in the U.S. Its launch in January 2008 was particularly high-profile because of its unexpected partnership with the Sierra Club. The Sierra Club does not endorse the line of cleaners, but its logo appears on Green Works products and they receive a financial contribution based on product sales.
Price: $99 or FREE to CMF members
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Reaching For the Stars -- Working With Celebrities For Cause-Related Marketing Campaigns & Special Events |
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Rita Tateel, president of the Celebrity Source
Engaging the right celebrity can shower attention on your program and multiply its impact, but involving the wrong stars can waste money and staff time and yield the wrong kind of publicity.
Price: $99 or FREE to CMF members
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Cause-Related Crowdsourcing: Learning from Success and Failure |
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Brian Reich, managing director of little m media
Enlisting consumers to direct corporate contributions via social media is all the rage -- and has generated everything from bravos to boycotts. Media expert Brian Reich explains how to successfully employ crowdsourcing and avoid public relations disasters.
Price: $99 or FREE to CMF Members
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Cause Marketing 101 for Nonprofits Audioclass Series |
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Mollye Rhea, president of For Momentum, LLC
This three-class series is ideal for nonprofit executives seeking a solid foundation in strategies and tactics for forming successful company/cause alliances.
Price: $295 for Individuals, $495 for Groups
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Cause Marketing 101 for Corporations Audioclass Series |
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Mollye Rhea, president of For Momentum, LLC
In today’s economic environment, demonstrating good corporate responsibility is an important part of engendering customer and employee loyalty. Yet, budgets are tighter than ever before! The Cause Marketing 101 for Corporations Audioclass Series will help you understand how to support nonprofit partners while enhancing your corporate image with efficient and measurable activities.
Price: $295 for Individuals, $495 for Groups
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Corporate Social Marketing: Why It's Best in Breed |
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Nancy Lee, President of Social Marketing Services
Corporate social marketing -- programming designed to change behavior to improve community well being -- is strikingly powerful because of the impact it can have on a brand, a cause and society.
Nancy Lee, President of Social Marketing Services, and an adjunct faculty at the University of Washington, has done pioneering work in this area with numerous companies and nonprofits and written the most quoted books in the field with Philip Kotler, the noted marketing guru and prolific author from Northwestern University 's Kellogg School of Management.
Price: $99 or FREE Members
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First Impressions: Making the Most of Those Crucial First Meetings |
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Scott Pansky, Partner & Co-Founder, Allison & Partners
Whether you work for a nonprofit or a corporation, it’s critical to be prepared and understand a potential partner's needs before you sit down for a first meeting.
Unfortunately, corporations are often disappointed when nonprofits that seemed to have great partnership potential present them with “fundraising problems” rather than marketing solutions. And nonprofits often find that corporate executives have scant knowledge of issues such as transparency or unrealistic expectations of what a group can and can not do.
Price: $99 or FREE to members
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A Decade of Yoplait's Saving Lids to Save Lives |
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Berit Morse, Promotion Marketing Manager, General Mills
Whenever cause marketing program awareness surveys are mounted, a perennial "best known" is Yoplait's campaign that rewards consumers for sending in a yogurt lid by donating a dime to Susan G. Komen for the Cure.
Price: $99 or FREE to members
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(RED) at Three: Lessons Learned / Plans for the Future |
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Jenifer Willig, Director of Partners & Marketing at (RED), John Aylward, Marketing Strategy at Gap, a founding (RED) partner and Brady Brewer, VP of Marketing at Starbucks.
(RED) burst on the scene in 2006 with unprecedented star power and media support, a unique business model and an incredible array of brand partners. Since then (RED) has raised over $130 million to fight AIDS and HIV in Africa, helped fund programs in Lesotho, Rwanda, Ghana and Swaziland that have reached more than 4 million people and has received tremendous press attention, both positive and critical.
Price: $99 or FREE to members
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How Facial Hair, Humor and Fun Fight Prostate Cancer |
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Adam Garone of Movember and Elissa Sacks of Canadian Club
Since 2004, Movember has raised more than $47 million globally to fight prostate cancer by engaging men to raise money by growing a mustache (a Mo back in Australia where the group was founded) in the month of November.
Movember Co-Founder Adam Garone describes how Movember engages corporate partners to help it make men more health conscious and raise funds while injecting some fun into what can be a deadly serious subject. Adam and Elissa share the story behind the story of the Movember/Canadian Club alliance and address issues related to working with sponsors in "adult" categories.
Price: $99 or FREE to members
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The Power of Cause in a Reset Economy |
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Carol Cone, Chairman of Cone Inc.
Cause branding pioneer Carol Cone examines the state of our expanding field in light of today's dramatically-changed economic conditions.
Price: $99 or FREE to members
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The Association Opportunity |
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Steve Drake, President, Drake & Associates
Professional and trade associations can be outstanding cause marketing partners, but you need to understand their dynamics to forge winAssociation management expert Steve Drake explains the nuts and bolts of how the industry works and suggests strategies for developing mutually-beneficial alliances.ning relationships.
Price: $99 or FREE to members
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The ABCs of Cause Marketing Legal Issues |
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Ed Chansky
Join us as attorney Ed Chansky provides a basic introduction to legal concepts every cause marketer and nonprofit should be familiar with.
Key points include:
- Definition of a commercial co-venturer and a professional fundraiser
- State filing and registration requirements for CCVs and nonprofits
- Advertising disclosure requirements
Consumer law guidance principles
IRS rules affecting whether payments to nonprofits are treated as donations or as unrelated business taxable income (UBTI).
Price: $99 or FREE to members
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Dan Pallotta, author of UnCharitable |
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Dan Pallotta
Pallotta Team Works invented long-form AIDS and breast cancer events that attracted 182,000 participants and netted hundreds of millions for charity between 1994 and 2002. The company's work was so groundbreaking that it was the subject of a Harvard Business School case study, but Pallotta Team Works had to shut down in 2002 because of a dispute with the Avon Products Foundation, its main client.
Price: $99 or FREE to members
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Online Video as a Cause Marketing Tactic |
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Michael Hoffman, CEO, See3 Communications
We'll start with a bird's-eye view of the online landscape: the new paradigm of online video, which demographics are watching online, and the art of online distribution and strategy. Then we'll see how it's been done, and examine case studies of cause marketing campaigns that have successfully used viral video, such as Haagen Dazs, Dove, and Starbucks.
Price: $99 or FREE to members
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Ian Yolles, Head of Marketing, Nau |
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Ian Yolles, Head of Marketing, Nau
There's a new generation of companies born with "giving back" baked into their DNA. Nau, "a small clothing company with big ideas" is one of them.
Price: $99 or FREE to members
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Cause Marketing 101 for Nonprofits Audioclass Series |
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Mollye Rhea, president of For Momentum, LLC
This three-class series is ideal for nonprofit executives seeking a solid foundation in strategies and tactics for forming successful company/cause alliances.
Price: $195, includes 1-on-1 consultation
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Developing a PR Strategy to Keep Your Event Top of Mind |
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Jennifer Cawley, Account Director, Barkley
Signature athletic event fundraising programs are key nonprofit assets that corporate partners can leverage to great efffect.
With so many endurance walks and runs available for the public to choose from today, it is important to keep your event top of mind and relevant with consumers. Through its strategic relationships and media relations approach, the Breast Cancer 3-Day has done just that, and the event is enjoying a record-breaking year for registrations.
Price: $99 or FREE to members
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Creating and Renewing Cause Alliances in Today's Economy |
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Maureen Carlson & Phil McCarty
Leaner staffs and tighter budgets present cause marketers with new challenges in 2009, but new cause-related programs are announced weekly. So how does cause marketing change in a down economy? How can nonprofits secure deals amid the turbulent economy? How are consumer cause marketing campaigns fairing in this economy? Learn what's working for others and hear tips for working smarter to develop/revitalize relationships in spite of market pressures.
Price: $99 or FREE to members
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Finally, Behavioral Proof! The 2008 Cone/Duke University Behavioral Cause Study |
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Alison DaSilva, EVP, Cone Inc.
As the term “cause-related marketing” reaches its 25th anniversary and a sea of pink ribbons washes over the U.S. , a new consumer behavior study confirms that cause-related marketing can exponentially increase sales, resulting in millions of dollars in potential revenue for brands. The 2008 Cone/Duke University Behavioral Cause Study validates for the first time that cause-related marketing can significantly drive actual consumer choice.
Price: $99 or FREE to members
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Creating Win-Wins with Professional Organizations |
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Stephanie Smirnov, President of DeVries Public Relations
The Olay “Skin Cancer Takes Friends” campaign has successfully built awareness about the importance of daily UV protection for five years. The integrated program encourages women to bring a friend for a free skin cancer screening at a participating dermatologist’s office in their area. "Skin Cancer Takes Friends" not only helps to inform women about skin cancer, but also fosters woman-to-woman connections and conversations about the disease, while providing opportunities for early detection – the key to long-term survival.
Price: $99 or FREE to members
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Reaching the Conscious Consumer |
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Eve Smith, BBMG Brand Strategist
Not all people respond equally to cause-related campaigns. A groundbreaking poll and ethnographic study by BBMG reveals that consumers divide into four psychographic groups ranging from “Enlighteneds” to “Indifferents”. Eve Smith, Brand Strategist of BBMG shares innovative principles and practices to help businesses and their nonprofit partners reach, inform and inspire values-driven consumers to think, shop, dream and take action.
Price: $99 or FREE to members
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Harness The Power Of Pin-Ups |
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Joe Waters, Boston Medical Center
They may be low-tech, but programs built around the sale of pin-up paper icons in stores and restaurants raise tens of million annually. Learn to derive the greatest return from this tried-and-true tactic from Joe Waters, Director of Cause Event Marketing at Boston Medical Center.
Price: $99 or FREE to members
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Integrating Corporate Campaigns & Individual Giving |
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Laura Goodman, Reading is Fundamental
Cause campaigns can be used to generate a relationship with individuals and a base of potential donors via “permission marketing”, building an ongoing relationship of increasing depth with customers. In the words of marketing guru Seth Godin, "turning strangers into friends, and friends into customers“.
Price: $99 or FREE to members
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Looking Within - Cause Marketing Industry Research |
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Mollye Rhea and David Hessekiel
For Momentum President Mollye Rhea and Cause Marketing Forum President David Hessekiel share the findings of two recent studies that examine the people engaged in building company/cause alliances and the structure and performance of the alliance development departments of nonprofit organizations.
Price: $99 or FREE to CMF Members
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Keeping Your Cause Marketing Campaign Fresh |
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Misti Dragano, SVP First Degree
As more and more cause-related campaigns evolve from short-term promotional programs to long-term initiatives, businesses and nonprofits are challenged to keep them fresh and engaging. A veteran cause marketer, Misti Dragano uses multiple case studies to illustrate strategies and tactics for "keeping it fresh".
Price: $99 or FREE to members
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Secrets to Cause Licencing Success |
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Phoebe Campbell
Increasingly consumers aren’t just looking for a good value when they shop, they also want good values from the companies they buy from. Licensing a non-profit brand onto consumer products can be a powerful way to tap into this consumer demand.
Price: $99 or FREE to members
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Big City Mountainers Summit for Someone Benefit |
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Mark Godley
Big City Mountaineers provides challenged urban teens with mentoring through wilderness expeditions. Closely aligned with the outdoor industry, the group took a unique route to create its signature Summit for Someone program. Participants, who must commit to raise a substantial minimum donation, choose between dozens of professionally guided climbs and receive thousands of dollars worth of climbing gear donated by Backpacker Magazine and other sponsors.
Price: $99 or FREE to members
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Ed Barker of the Earthwatch Institute |
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Ed Barker
As Director of Corporate Partnerships at Earthwatch Institute, Ed Barker has learned to develop and nurture corporate alliances in the tricky environmental field.
Price: $99 or FREE to members
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Burt's Bees Chief Marketing and Strategic Officer, Mike Indursky |
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Mike Indursky
Clorox paid $925 million to acquire Burt's Bee's a personal products brand with a near cult following attracted by its natural profile, unique packaging and product quality. A very public push for industry-wide standards defining what is and isn't natural has been a major emphasis of the company's message to consumers -- a unique form of advocacy cause marketing.
Price: $99 or free to members
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Good for Business Creative Director |
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Jim Armstrong
Dedicated to the principle that "a business isn’t a brand to be built, but a cause to be believed in", Jim Armstrong leads you through a process that unearths, captures and communicates the ‘cause’ of your business or organization - the ‘why’ it exists versus simply what it does.
Price: $99 or FREE to members
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Give the Gift of Sight Programs |
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Susan Knobler
Since 1988, Luxottica Group's Give The Gift of Sight programs have helped more than 5 million people around the world by providing free care and eyewear.
Price: $99 or free to members
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Legal Update from the Lawfirm of Perlman & Perlman |
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Seth Perlman and Karen Chang
There are whispers that additional regulation of corporate philanthropy and cause marketing may be in the offing. Seth Perlman provides a legal update based on his work and information gleaned from the meeting of the National Association of State Charity Officials.
Price: $99 or FREE to members
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Ultimate Media/Cause Alliances |
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Tony Summers, National Wildlife Federation
Creating a television series based on a nonprofit brand may be the ultimate in media/cause alliances. The National Wildlife Federation has been in the production business for over over 10 years -- working with partners like Animal Planet, TBS, PBS MacGillivray Freeman Films and WGBH.
Price: $99 or FREE to members
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Box Tops for Education, the |
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Brian Peters, Director General Mills
Since 1996, schools across America have received more than $200 million through General Mills' Box Tops for Education program.
Learn the history of the "800-pound gorilla" of transactional cause marketing programs and gain insights into working with multiple constituencies (consumers, school volunteers, retailers and brand management) to raise funds for education while attaining business goals.
Price: $99 or FREE to members
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Mobile Cause Marketing |
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Hendre Coetzee
Learn the basics of mobile marketing applied to cause-related campaigns led by MobileCause CEO Hendre Coetzee.
Price: $99 or Free to members
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Susan G. Komen for the Cure - Why Did This Leading Organization Choose to Re-Brand? |
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Katrina Drake
The Susan G. Komen Breast Cancer Foundation, one of America's best-known charities, was rebranded Susan G. Komen for the Cure. Why did this leading organization change its name and logo and what are the implications for its corporate alliance strategy? Katrina Drake shares the story behind this bold move and her views on the future of cause marketing.
Price: $99 or FREE to members
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The Launch of The Tap Project |
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Jay Aldous, US Fund for UNICEF
Master cause marketer Jay Aldous shares the story behind the story of the spring 2007 launch of The Tap Project, a program that engages restaurants and their customers to raise funds for UNICEF to provide clean water access around the world.
Price: $99 or FREE to members
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Behind The Scenes at the Cause Marketing Halo Awards |
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David Hessekiel
Nonprofits are frequently told that they must build a strong brand and valuable assets to attract corporate support, but how do you accomplish that?
Price: $99 or FREE to members
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YOUTHAIDS' Hear No Evil, See No Evil, Speak No Evil campaign |
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Kate Roberts
YOUTHAIDS emerged as a top cause marketer two years ago through its collaboration with the ALDO Group.
Price: $99 or FREE to members
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Cause Marketing, Cause Brand, Corporate Social Responsiblity Spectrum |
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Carol Cone and Mike Lawrence, Cone Inc
Cone, Inc. Chairman Carol Cone and EVP of Corporate Responsiblity Mike Lawrence explore the wide range of strategies and activities encompassed in the "Cause Marketing, Cause Brand, Corporate Social Responsiblity Spectrum".
Price: $99 or FREE to members
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Barkley's Second Annual Cause Marketing Study Results |
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Mike Swenson
Get the inside scoop on Barkley's second annual cause marketing study conducted with PRWeek.
Price: $99 or free to members
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