 Corporate Social
Responsibility Best Practices
Run for a Cause
Everyone wins!
By Debra Kent Faulk
Cause related marketing goes a long way in building a
reliable brand image, reputation and sales.
As I write this month’s column, a well-traveled duffle
bag beckons me, begging to be unpacked. I have just
returned home after participating in the Twin Cities’
Breast Cancer 3-Day, a three-day, 60-mile walk to raise
funds and awareness for breast cancer programs. This
event, one of 12 in the national Breast Cancer 3-Day
(www.the3day.org) series, benefits Susan G. Komen Breast
Cancer Foundation and National Philanthropic Trust.
The 3-Day is a challenging financial and physical
commitment. 3-Day walkers pay an entry fee and must
raise at least $2,200. Fundraising is a year-round
effort. Training begins at least six months prior to the
event. On event, participants walk nearly the length of
a marathon three days in a row, sleep in tents, shower
in trailers, and eat under the stars. It is evident this
cause really matters to those who participate.
Personally, I found it comforting taking steps to help
eradicate breast cancer, a disease that has claimed
loved ones and friends. I feel fortunate in reaping the
health benefits associated with training and enjoy the
sense of community among the walkers.
I was one of 2,500 Minnesota walkers. My team of four
raised over $16,000; in total, our event raised $6.5
million.
I (we) could not have done this alone. That’s where my
duffle bag comes in. While it is a given that cause
related marketing brings great benefits to the nonprofit
partner, the content of my bag helps to illustrate the
benefits it brings to the for-profit partner.
All told, I spent at least
$650 in purchases readying for the 3-Day. To help in
that effort, I turned to event resources (supported by
corporate sponsors) for the tools and guidance I needed
to ensure I had a safe and rewarding 3-Day experience.
Enter Thorlo and New Balance.
From advice on topics such as how to choose the proper
shoes and socks, to tips on preventing blisters and
proper hydration, these 3-Day sponsors were an
invaluable resource. Through ongoing e-mail
correspondence and their web sites, these sponsors not
only supported by training efforts, but also provided
the extra incentive of helping 3-Day participants like
me raise funds to meet the event obligation.
Making a difference one step at a time
Thorlo’s commitment was well integrated, including a
sponsorship fee, monetary contributions, free product,
and rallying the support of their suppliers and retail
partners to help prevent, treat, and educate people
about breast cancer.
As part of its 3-Day program, Thorlo created the HEROs
Distance Walker, a pink-padded sock offering a thick
level of high-density padding. Available exclusively to
3-Day participants, Thorlo first introduced the product
by providing walkers with a free pair (retail value
$12.99) as an incentive to begin their training.
Subsequently, Thorlo donated $6 from the purchase of
each HEROs six-pack to the Breast Cancer 3-Day. Walkers
eagerly gravitated to the company’s web site to make
this exclusive purchase and help their special cause.
Like Thorlo, New Balance activated its sponsored to
support the cause and its walkers. In addition to a
monetary commitment, New Balance stores throughout the
country offered 3-Day participants a 15 percent discount
on shoes, wearables, and other walking gear. Free,
in-store workshops locally supported participants’
training and fueled event participation.
Small steps make a big impact
I am obviously only one participant, but take what
you’ve learned here and let’s extrapolate the numbers.
Cumulatively, more than 30,000 people participate as
3-Day walkers each year; plus another 5,000
behind-the-scenes volunteers requiring the support and
stamina necessary to be on their feet 8 to 12 hours each
event day. Conservatively, if each person 3-Day
participant spent $300* with event sponsors, that
translates to $10.5 million in goods sold. (*My numbers
here are conjecture and being provided for illustration
purposes as much of this sales information is
proprietary. Keep in mind, a good pair of walking shoes
can retail for $100.)
Need more convincing that cause marketing works at the
“intention to buy” level? The latest Sensor study
conducted by Mediedge:cia’s MediaLab proves the strength
of sponsorship success through a cause partnership. The
Sensor study looked at consumer attitudes toward links
between brands and good causes. They found 56 percent of
people claimed to notice the companies and products that
sponsored good causes; 43 percent believed companies and
products that sponsor good causes are of high quality,
and 53 percent claimed that they would buy products from
companies that sponsor good causes.
So if you want to connect with a specific market, you
should consider connecting with a cause that matters to
them. Develop a cause related program that is focused
and meaningful, one that is intended to make a real,
measurable difference to the cause, the consumer, and
your company.
The Growth of Cause Marketing
U.S. sponsorship spending on cause marketing will hit
$1.44 billion in 2007, according to the IEG Sponsorship
Report, Chicago.
That figure is based on 10.5 percent growth for cause
marketing. Cause marketing’s share of the overall
sponsorship marketing remains stable at 10 percent.
Over the last few years, cause sponsorship has grown as
follows:
2006: $1.34 billion, 20.2 percent growth
2005: $1.17 billion, 18.4 percent growth
2004: $988 million, 7.2 percent growth
2003: $922 million, 6.3 percent growth
2002: $816 million, 13 percent growth
Back in 1990, cause sponsorship spending was only $120
million.
Source: Cause Marketing Forum
___________________________________________________
Debra Kent Faulk is principal of Tampa-based DKF
Connects, a socially conscious marketing services firm
specializing in public relations, social marketing, and
strategic partnerships. For more information, call (813)
258-2599 or visit
www.DKFconnects.com.
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