Breakfast Highlights the Benefits of Cause Marketing Partnerships
AWNY’s December 10 “Beyond Corporate Philanthropy -- How Social Responsibility Drives Marketers' Bottom Line Results" breakfast event, hosted by USA TODAY, drew a sold-out crowd to hear a panel discussion on the dynamics of creating partnerships between marketers, nonprofits, and media brands. The discussion was moderated by Jayne O’Donnell, Money Section Reporter for USA TODAY. The panel included Celeste Bottorff, VP Living, Coca-Cola North America; Patricia H. Clemency, President and CEO, Make-A-Wish Foundation of Metro New York; Robin Reibel, SVP Media Relations Cause Marketing, Macy’s; and David Schiffman, SVP Media Research Director, MediaVest.
The discussion focused around the core question of what companies can achieve through corporate philanthropy. One benefit is brand differentiation, and consumers often make purchase or consideration decisions based on what companies are doing for the community. At Coca-Cola, Bottorff said the company’s philanthropic efforts are focused on developing sustainable business-driving partnerships that benefit all parties, especially if all partners focus on what they do best, leverage those skills, and make a bigger impact overall. Marketers and nonprofits can partner with the media to invite consumers to share in the goal of charities. There is a role for everyone to play, and the key is defining the relationship parameters and goals.
Macy’s and the Make-A-Wish Foundation are leading by example in creating a lasting partnership. By working together, the two organizations have been able to increase awareness and funding for Make-A-Wish’s cause while also helping Macy’s to both create more genuine connections with its customers and drive sales, which is key for the sustainability of the partnership. Another important element of success for Make-A-Wish has been operating with the heart of a charity and the mind of a business. This kind of marketing partnership is most successful when approached as a business opportunity rather than just as a charitable initiative. Reibel explained that Macy’s seeks nonprofit partners with a similar corporate structure, which from a business perspective, helps both partners as they implement these campaigns.
Though the discussion focused primarily on well-known charities and nonprofits, some audience members questioned how small organizations can take advantage of cause marketing as well. Make-A-Wish’s Clemency said the organization started out without the strong brand equity it maintains today, and built its brand and reputation by clearly stating its goals, setting high operating standards, and making a strong commitment to accountability and stewardship. Smaller nonprofits have a high hurdle in order to prove their effectiveness and authenticity to marketers, but eventually these efforts can pay off in big ways.
The overarching message of the discussion was that there is no magic formula for approaching and fostering cause marketing campaigns and partnerships. However, they are most successful if communications follow a cross-platform integrated approach and if all partnerships are leveraging their strongest skills and assets. If implemented correctly, it’s a win-win situation for everyone involved, and encompasses a more genuine approach to corporate philanthropy.
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