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Cause Marketing Today
Greetings!
It's mid-December, but the soundtrack in my head these days sounds more like "Revolution" than "White Christmas."
No, the protests are not from breast cancer activists complaining about "too much pink." Rather they are critiques from within our community:
The program for our 2011 conference reflects that commitment. One keynote session will expose factors that often block companies and causes from creating transparent, authentic programs. CMF will share a proposal to create a Cause Marketing Code of Conduct. To move this proactive agenda forward, I'm excited to share a big holiday gift from CMF to our community: our redesigned website.
I think you'll love how much easier the new site makes it to find useful articles, statistics, research, contacts, presentations and other tools.
Looking forward to doing well by doing good together in 2011!
David Hessekiel President Cause Marketing Forum |
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Holiday Reading Suggestions
Whether you'll be lying on a beach or on the couch, you'll enjoy reading one of these recently published cause-related books over the holiday break. by Carol Cone and Jocelyne Daw by Jason Saul by Nancy Lublin, CEO of DoSomething.org
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CM 101 Teleconference Series Launch 1/19
If you're new to cause marketing, enrolling in a CM 101 teleconference series is a great way to power up your knowledge in the new year.
Separate sections of CM 101 for Nonprofits and CM 101 for Business will be held on 1/19, 1/26 and 2/2.
In addition to the classes, each participant is eligible for a one-on-one telephone consultation with the instructor: Mollye Rhea, president of For Momentum and a veteran of both the business and nonprofit sides of the cause marketing world.
Price: $295 for an individual
$495 for a group of up to 3 colleagues
CMF members save 10%.
Click here for details and to register today. |
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Do Well Do Good Study:
Consumers will Drive Further, Pay More for Cause-Related Items
A new consumer survey by consultancy Do Well Do Good supports the idea that a substantial number of consumers find cause-related offers quite appealing.Of all respondents, 69% said they would drive out of their way for a product that supports a cause they support. On average, consumers were willing to drive for 11 minutes to take advantage of a compelling cause-related offer.  The study also probes the price elasticity of cause marketing, i.e. consumer willingness to pay a premium for cause-related items. Willingness to pay any premium ranged from 55% at the $1 level to 70% at the $1,000 level. Of those who would pay a premium, consumers indicated they might shell out an extra $2.12 for a $1 item. At the $50 level, the acceptable premium averaged $4.53. Do Well Do Good President James Epstein-Reeves counsels marketers not to take the premium figures literally, but to "view them as a proxy for a customer's commitment."
Do Well Do Good's detailed report on its findings includes useful, actionable insights. For example, consumers are far more likely to participate in cause-related initiatives if employees explain the programs or the company offers to match donations. |
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Registration is Open for the 2011 CMF Conference!
Hear top execs from eBay, DonorsChoose.org, Microsoft, Share Our Strength, Levi's, DoSomething.org and more.
DON'T MISS
1/25: Breakthrough Nonprofit Branding with Carol Cone and Jocylene Daw 2/15: Winning Social Media Strategy with Geoff Livingston of Zoetica
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