Cause-Related Marketing

Sport Philanthropy Project Conference

All I Really Need to Know About Cause-Related Marketing

PRESENTED BY
MURSALEEN IRFAN(T1901b47)
LOVELY PROFESSIONAL UNIVERSITY
Agenda
• Understanding Your Expectations
• What Is Cause-Related Marketing?
• ESPN: Using the Power of Sport to Make a
Difference
• All You Really Need to Know…
• Discussion & Q&A
Cause-Related Marketing
“Strategic” Philanthropy
• Aligning community involvement and
philanthropic activities with core business
objectives
• Leverage core-competencies and customize
focus based on customer needs
• Move from one-time sales focus to long-term
strategic effort

Source: Business for Social Responsibility

Collaboration Continuum
ONE TWO THREE
Relationship Stage PHILANTHROPIC-> TRANSACTIONAL->INTEGRATIVE
Level of Engagement Low ->->->->->->->->->->->->->->->->->->->->-> High

Importance of Mission Peripheral ->->->->->->->->->->->->->->->->->-> Strategic

Magnitude of Resources Small ->->->->->->->->->->->->->->->->->->->->-> Big

Scope of Activities Narrow ->->->->->->->->->->->->->->->->->->->-> Broad

Interaction Level Infrequent ->->->->->->->->->->->->->->->->->->-> Intensive

Managerial Complexity Simple ->->->->->->->->->->->->->->->->->->->-> Complex

Strategic Value Modest ->->->->->->->->->->->->->->->->->->->-> Major

Benefits of Cause-Related Marketing
Strategic Philanthropy + Business Strategy

Benefits
– Increases visibility – Enhances community
acceptance
– Improve image – Distinguishes your
– Motivates & product or service
retains Employees – Builds consumer trust
– Improves bottom – Enhances reputation
line – Makes a social impact

Source: Business for Social Responsibility

Cause-Related Marketing
Approaches
1. Transactional – elicits participation with an offer to
contribute; short-term; promotional; generates funds;
2. Message Promotion – raises awareness or
participation
3. Licensing – name/cause attached to mission-related
product for fee
4. Strategic Alliance – Long-term, deeper level of
engagement; aligns with brand; uses all assets

Source: Cause Marketing Forum

Cause-Related Marketing
Arizona Cardinals
• Long-term business objective: New
Stadium
– Expand Revenue Streams
– Fan Comfort – State of Art Facility
– Build competitive franchise – attract talent
– Eliminate co-tenancy w/University host
TSA – Problem Statement
• Issues to be addressed
1. Cost - Financing/revenue streams
2. Public subsidy of private enterprise
3. Image of Organization

• All successfully overcome

TSA – Solution
Community partnership – Public, Private-for
Profit, Non-profit sectors
1. State & Municipal Governments – Tourism &
Economic Development Agencies
2. Arizona Cardinals – NFL
3. 10+ MLB teams – Cactus League Association
4. Fiesta Bowl, Convention & Visitors Bureaus
5. Youth & Amateur Sports Organizations
 Team ESPN Mission
To develop and support sports-
themed programs that use the power
of sports to make a difference in the
lives of our fans and in their
communities
Team ESPN Architecture
TEAM ESPN:
Using the Power of Sports To Help Others

Embrace Rise to the Build

Winning Lifestyles Challenge Community Champions

Youth Fitness Initiative Cancer Research Employee Volunteerism

Sports Figures
(Affiliates) Disabled Sports Corporate Giving

Adult Fitness Initiative* Community Events

--- Future Program

All I Really Need to Know About

Cause-Related
Marketing
I Learned in Kindergarten
All You Really Need to Know…
• Wash your hands before you eat
• Look!
• Clean up your own mess
• Don't take things that aren't yours
• Don't hit people
• Play fair
• When you go out in the world, watch out for traffic, hold
hands and stick together
• Share everything
• Say you’re sorry when you hurt somebody
• Everything you need to know is in there… somewhere
• Be aware of wonder

Sources: All I Need To Know I Learned in Kindergarten, Robert Faughum

All You Really Need to Know…
• Wash your hands before you eat
– Prepare for success
– Define your business objectives

• Look!
– Identifying the right issue or cause
– Find the right sponsor
– Align brand with cause

• Clean up your own mess

– Don’t use your cause program to solve major
reputational issues
All You Really Need to Know…
• Don't take things that aren't yours
– Craft a program that is unique and “ownable”

• Don't hit people

– Take them through the steps in order to get
buy in; helps to grow programs over time

• Play Fair
– Be clear about individual and shared objectives
– Make sure the partnership/collaboration is a win-win
for both parties
All You Really Need to Know…
• When you go out in the world, watch out
for traffic, hold hands and stick together
– Be sure that all partners are delivering a consistent,
balanced and clear message

• Say you’re sorry when you hurt somebody

– Build trust with your partner(s)

• Share everything
– Integrate your Campaign (advertising, programming,
interactive, etc)
– Use your assets
All You Really Need to Know…
• Everything you need to know is in there…
somewhere
− Make it easy for partners to participate
− Show partners how they can leverage assets

• Be aware of wonder
– Big things grow from small seeds. Commit to
making a social impact!
– Track results; balance the quantitative and
qualitative; collect stories along the way
Discussion & Q&A
All I Really Need to Know…
• Share everything • Live a balanced life--learn some and
• Play fair think some and draw and paint and sing
• Don't hit people and dance and play and work every day
some
• Put things back where you found
them • Take a nap every afternoon
• Clean up your own mess • When you go out into the world, watch
• Don't take things that aren't yours out for traffic, hold hands, and stick
• Say you're sorry when you hurt together
somebody • Be aware of wonder. Remember the
• Wash your hands before you eat little seed in the Styrofoam cup: The roots
go down and the plant goes up and
• Flush nobody really knows how or why, but we
• Everything you need to know is in are all like that
there somewhere Goldfish and hamsters and white mice
• The Golden Rule and love and basic and even the little seed in the Styrofoam
sanitation cup--they all die. So do we
• Ecology and politics and equality and • And then remember the Dick-and-Jane
sane living books and the first word you learned--
      Warm cookies and cold milk are good the biggest word of all--LOOK
for you

Source: All I Ever Needed to Know I Learned in Kindergarten" by Robert Faughum

thank you