CAUSE MARKETING TODAY

August 2014

The Ice Bucket Challenge has fundraisers everywhere salivating over the millions it has raised for the ALS Association through peer-to-peer fundraising.

Quite a few companies have jumped on the bandwagon recently with CEOs challenging CEOs, large groups of employees getting doused and mascots taking the plunge, but the viral, grassroots nature of this phenomenon makes it doubtful that any of them will support the fight against ALS long term.

Deep, long-term integration of cause marketing and peer-to-peer fundraising is rare (that's one reason why we run an entirely separate group called the Peer-to-Peer Professional Forum).

A glowing exception: the Canadian bank CIBC's long history of effectively activating the CIBC Run for the Cure, a program of the Canadian Breast Cancer Foundation.

This fall, for example, in addition to their very visible title sponsorship of the hugely popular event, CIBC will put up Walls of Hope in more than 1,100 branches and invite consumers to write words of hope on a ribbon decal and post them on the display for a suggested $2 donation.

Branches will also offer an exclusive CIBC Pink Collection featuring a lunch container, tote bag, cosmetic bag and umbrella each available in exchange for a suggested donation.

As corporate involvement in charitable activities continues to evolve, look for more of these mash-ups of peer-to-peer fundraising and cause marketing. We'll be sure to share ideas on how your team can capitalize on such overlapping opportunities.

Enjoy these final days of summer!

David Hessekiel

President

Cause Marketing Forum

P.S. We're excited to announce that on October 28th, CMF goes international with the inaugural Companies & Causes Canada one-day conference in Toronto. Please tell your Canadian colleagues or check it out yourself!

September Cause Marketing Masters Webinar

A Tactical Roadmap to Avoid Employee Engagement Potholes

September 23, 2014, 1:30pm ET

Today, the words "employee engagement" are among the hottest buzzwords in CSR and cause circles. Why? Well, according to Gallup, companies with engaged employees outperform those without by 202%!

Cause Consulting's Mark Feldman has been helping companies engage their employees for over twenty-five years. In this webinar, Mark will walk you through the strategy and process he has used to develop best-in-class employee engagement platforms. Not only will you hear from Mark, you'll hear from corporate executives from Aramark and Samuel Adams that have successfully followed this process (and maybe even hit a few potholes themselves along the way). Together they will share practical tips for avoiding these potholes and strategies to take your employee engagement efforts to the next level.

FREE to CMF Members or $99, nonmembers.

Did You Miss August's
Cause Marketing Masters Webinar?

No problem! You Can Still Access It On Demand.

According to ConAgra's Kori Reed: For cause marketers, social impact measurement data is like teenage sex:

Everyone talks about it
Nobody really knows how to do it
Everyone thinks everyone else is doing it
So everyone claims they are doing it!

Sound familiar? Earlier this month, Kori received rave reviews for her Cause Marketing Masters webinar "Measuring Cause Marketing Impact." Read on to access the webinar recording.

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