October 2009
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Cause Marketing Today
 
Greetings! 
 
Along with falling leaves, when October comes I know I can count on seeing:  1) a tidal wave of breast cancer campaigns and 2) a bevy of critical articles, some thoughtful, some just knee jerk attacks.
 
I suspect there would be a lot more cause marketing of all stripes if it were not for corporate fear of press and consumer skepticism.
 
Self VP/Publisher Kim Kelleher has seen this first hand during two years of talking to companies about the magazine's GOOD research.   In fact, consumer skepticism was the top reason marketers gave her for not talking about the good they were doing.
 
In response, Self focused its latest survey of women on exploring skepticism.  They came up with some very useful insights:
 
1) Only 16% of consumers meet the magazine's definition of highly skeptical.
 
2) Surprisingly, these skeptics are MORE likely to purchase products from companies they perceive as doing good things.
 
3) Skeptics are highly involved in supporting causes -- their skepticism comes from caring.  
 
Self suggests companies embrace, not avoid, the skeptics out there through transparent, ongoing communications and long term -- instead of quick promotional -- cause commitments.   (Click here for a more in-depth description of this terrific study and its recommendations.)
 
 
David Hessekiel
President
Cause Marketing Forum
 
 
PS --  Planning is under way for our June 2 & 3, 2010 conference in Chicago. We'd love your input.  Please take a couple of minutes to fill out this survey.

Heads Up!  FTC Guidelines Impact CM Celebrity Ties

Cause marketers who hire celebrity spokespeople to draw attention to their campaigns may be held to a higher degree of disclosure under new Federal Trade Commission guidlines.
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Although the FTC action was stimulated by concern about paid product endorsements, it can be applied to cause campaigns. 
 
In simplified terms, statements made by celebrities must be truthful and celebrities must disclose if they are being compensated for their activity.
 
It remains to be seen how the guidelines will be enforced especially in the case of cause campaigns.  Experts on the use of celebrity spokespeople like First Call's David Schwab are carefully monitoring the situation.
 
The Upshot:  Be extra careful if you plan to HIRE a star to do the talk show circuit, a satellite media tour or interact with bloggers on behalf of a cause campaign.
November Teleconference:
Starting CM Relationships 
First Meeting
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 groups can and can't do.

On November 10, Scott Pansky of Allison Partners will lead a one-hour teleconference designed to help businesses properly evaluate nonprofit organizations before and during first meetings and teach nonprofits to better understand the corporate mindset and present themselves as valuable marketing partners.
 
$99 or FREE to CMF Members
 
And don't miss the October 20 teleconference exploring a decade of Yoplait's Save Lids to Save Lives led by Berit Morse of General Mills or the December 8 session on Cause Marketing Measurement led by Farron Levy of True Impact.
 
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Save The Date!
 
2010 CMF Conference 
June 2 & 3
Chicago
 
Details available online 12/1.   Call us at (914) 921-3914 about special savings if you'd like to pre-register before then.
    

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DON'T MISS 
 
10/20: Save Lids to Save Lives 
 
11/10: Great First Meetings
 
12/8:   CM Measurement
 
 
 
 
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