Cause Marketing

Brian Canavan, MBA Vice President, Resource

DevelopmentHabitat for Humanity - MidOhio

Introduction• Enlighten you with the full picture of

what Cause Marketing encompasses as it relates to Habitat for Humanity.

• Empower you with the tools to create and grow successful Cause Marketing partnerships

• Encourage you to take pride in the power of the Habitat brand.

Outline

• What is Cause Marketing• Types of Cause Marketing• Why Cause Marketing?• How to implement partnerships• Limitations• Examples

What is Cause Marketing? Cause marketing is when a nonprofit

and a for-profit corporation partner together with the purpose of advancing the mission-related work of the nonprofit, and the marketing goals of the corporation.

3 Types of Cause Marketing1. Traditional cause-related marketing

Donation-with-purchase of a company’s products or services (funds from the company)

2. Consumer fundraising Company promotes an opportunity for its customers to make

a donation at their place of business (funds from consumer)

3. Initiative or program sponsorship Company promotes donation for an action such as liking the

company’s Facebook page (funds from company)

*These things can all be integrated into traditional event or program sponsorship

Goal Create a mutually beneficial partnership

that will help create and save the dream of homeownership for local families.

We can do this by focusing on a partnership that will:o Engage the company’s employees;o Resonate with the company’s customers; and,o Position the Habitat brand and the company’s

brand together to impact the community.

Why Cause Marketing? Makes Business Sense

87% of consumers say they would switch from one brand to another if the other brand were associated with a good cause.

ROI47% of consumers have bought a brand

at least monthly that supports a cause.

Why Habitat Trusted Brand

Habitat was named “Brand of the Year” in the 2015 Harris Poll.

The Habitat program is based on empowerment and providing the tools necessary to be become

self-sufficient. Based on a 2012 survey of Habitat homeowners:

93% take pride in their neighborhood. 97% percent felt that Habitat has improved their quality of life. 53% felt that their Habitat home has helped improve their job opportunities. 74% indicated that their family's overall health

had improved since moving into their home.

Points of Pride All of our homes are designed and built to be age in place We have new home construction, repair and renovation

projects We have special programs for veterans A partnership with Habitat MidOhio could help with your

rebranding Your business aligns with our mission Habitat affiliates are located throughout the country.

Creates an opportunity to pilot project in your affiliate service area and roll-out in other locations.

Additional Value Employee volunteer and teambuilding

experiences. Peer (executive) build days. Co-branding benefits, create brand loyalty,

customer retention. Because partner families pay a zero percent

interest mortgage to Habitat, their investment would have a sustainable ROI that will help future partner families become homeowners.

Limitations Appropriate Partners Legal roadblocks

Endorsement Sales

Need invested partner

Collaborations

• Cause Marketing partnership in your affiliate service area.

• Cause Marketing partnership in the state.

• Cause Marketing partnership regionally.

• Cause Marketing partnership nationally.

Customers could be asked to round up their purchase, donate a dollar or more at every service For a $5 donation to Habitat, added to invoice, customers

would receive a coupon/discount towards another service call. Social media strategy, $1 donation per Facebook like

with new brand identity. Could also tie into a high margin new product

Example $50 donation for every new HVAC system installed The key is that this can fit into the business strategy and link

the most trusted name in the non profit sector with the company’s name

Company could donate 20% of sales for one day

Potential Ways to Build Partnership

Turnkey Examples

Turnkey Examples

Turnkey Ideas

For every ‘retweet’ on Twitter, The Waterworks will donate $1 to Habitat for Humanity

Next Steps You Would Take Integrated Collaborative Approach

oAgreement of partnership oCollaboration of tacticsoContract signedo Successful execution of campaignoReview of campaign

Brainstorm Potential Partners

Find a partner and discuss three potential partnerships you could engage in a Cause Marketing Partnership.

Share results with group.

Question and Answer