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How to Find the Right-Fit Partner, Pitch Your Mission and Garner Real Results
How to Find the Right-Fit Partner, Pitch Your Mission
and Garner Real Results
WHAT IS CATALIST:
Catalist is a matchmaking platform that connects
good companies with great causes.
Think of CATALIST as the online dating app for
social good.
PRESENTED BY:
BRITTANY HILL
Chief Innovation Officer at Catalist
www.gocatalist.com
@BrittanyHHill
Brittany Hill
This is it!
The answers to the ONE question you all have been asking
yourselves and others:
"Why Aren't Companies Responding to My Cause?"
TOP TRENDS
Corporate/Cause Buy-In2017
CSR
Executive
Interviews
Corporate
Opt-In
Network
Comments
Aggregate
Data
Analysis
WHAT IS CSR:
Corporate social responsibility, often abbreviated as
"CSR," is the sum total of a corporation’s initiatives to
assess and take responsibility for the company's effect
on environmental and social well-being.
Many CSR tactics include activities like point-of-sale
fundraising, direct-to-consumer fundraising, sustainability
efforts, employee engagement, sponsorship, vendor
activation, in-kind donations, grants, co-branded marketing
and more.
THE STATS:
Example: GE #BalancetheEquation
• Consumerism is being replaced by CAUSE-
ISM
• Differentiator, relationship-builder
• Being tied to a cause is the new “normal” and
not being tied to social good can negatively
impact a brand.
Why…
BEST IN CLASS:
Yesterday: Today:
• Not values based
• One-dimensional
• One-off
• Off mission
• Unclear
• Shared values
• Mission-based
• Integrated and holistic
• Employee element
• Consumer element
• Year-round, ongoing
• Communicated
• Defined Impact
Why Companies Aren't Responding To Your Cause
TOP 5 TRENDS:
LEAD WITH YOUR WHY1
.
I DON’T UNDERSTAND WHAT YOUR CAUSE IS
REALLY ABOUT OR HOW I WILL CONVEY THAT
TO MY EMPLOYEES OR CONSUMERS.
Why Companies Aren't Responding To Your Cause
The way we do business at Jason’s Deli is very personal. A pretty powerpoint doesn’t do
anything for me, because at the end of the day
we have to connect with our partners on a personal level before moving forward. That
goes for our charity partners or our food vendors. The more concise a charity can
communicate its mission and why it’s relevant to me, the sooner I can get excited about
doing business with and making an impact with the cause.
- Jamie Cohen, Chief Branding Officer
Accelerator
Why Companies Aren't Responding To Your Cause
“Leading With Your Why”
Example
Why Companies Aren't Responding To Your Cause
TOP 5 TRENDS:
LEAD WITH YOUR WHY1
.
I DON’T UNDERSTAND WHAT YOUR CAUSE IS
REALLY ABOUT OR HOW I WILL CONVEY THAT
TO MY EMPLOYEES OR CONSUMERS.
2.I DON’T UNDERSTAND WHAT IS IN IT FOR ME?
WHAT VALUE DOES YOUR CAUSE BRING TO MY
CORPORATE BRAND?DEFINE THE ROI or ROP
Why Companies Aren't Responding To Your Cause
The only cold call I’ve ever picked up was someone saying “I want to learn how we can
provide value to your brand.’” That’s something I can get behind.
- Abana Jacobs, National Brand Partnership & Experiential Marketing
HOW COMPANIES EVALUATE
Why Companies Aren't Responding To Your Cause
Why Companies Aren't Responding To Your Cause
TOP 5 TRENDS:
LEAD WITH YOUR WHY1
.
I DON’T UNDERSTAND WHAT YOUR CAUSE IS
REALLY ABOUT OR HOW I WILL CONVEY THAT
TO MY EMPLOYEES OR CONSUMERS.
2.I DON’T UNDERSTAND WHAT IS IN IT FOR ME?
WHAT IS THE VALUE YOUR CAUSE BRAND
BRINGS MY CORPORATE BRAND?DEFINE THE ROI or ROP
3. I DO NOT THINK YOUR CAUSE RESONATES
WITH MY AUDIENCES?
GO BEYOND THE
DEMOGRAPHICS
Why Companies Aren't Responding To Your Cause
Don’t assume that you know who my consumers are. We are a multi-national company
with a lot of different consumer segments and products lines that appeal to them. Do your
homework and identify which part of our consumer base your cause will resonate with.
- Rosa Keszler, Community Relations Specialist
CONSTITUENT ANALYSIS
Why Companies Aren't Responding To Your Cause
Example: TJ Maxx, “Maxx You”
Why Companies Aren't Responding To Your Cause
TOP 5 TRENDS:
LEAD WITH YOUR WHY1
.
I DON’T UNDERSTAND WHAT YOUR CAUSE IS
REALLY ABOUT OR HOW I WILL CONVEY THAT
TO MY EMPLOYEES OR CONSUMERS.
2.I DON’T UNDERSTAND WHAT IS IN IT FOR ME?
WHAT IS THE VALUE YOUR CAUSE BRAND
BRINGS MY CORPORATE BRAND?DEFINE THE ROI or ROP
3. I DO NOT THINK YOUR CAUSE RESONATES
WITH MY AUDIENCES?
GO BEYOND THE
DEMOGRAPHICS
4. IT WAS CLEAR YOU DID NOT KNOW ANYTHING
ABOUT MY COMPANY.DO YOUR HOMEWORK
Why Companies Aren't Responding To Your Cause
I took meetings with every nonprofit that pursued Walgreens as a courtesy.
However, if they arrived not having done their homework on who we are and what our key
initiatives are – for example, if they they didn’t know that “We are at the corner of happy
and healthy”, then that was the last meeting they would have with Walgreens.
- Bonnie Gordon, Former Director of Cause and Alliance Marketing
RESEARCH PROFILES
Why Companies Aren't Responding To Your Cause
RESEARCH PROFILES
Why Companies Aren't Responding To Your Cause
CMS NYC 2017: 14-DAY FREE TRIAL
Why Companies Aren't Responding To Your Cause
Go to: members.gocatalist.com
Login: [email protected]
Password: CMSNYC2017
Why Companies Aren't Responding To Your Cause
TOP 5 TRENDS:
LEAD WITH YOUR WHY1
.
I DON’T UNDERSTAND WHAT YOUR CAUSE IS
REALLY ABOUT OR HOW I WILL CONVEY THAT
TO MY EMPLOYEES OR CONSUMERS.
2.I DON’T UNDERSTAND WHAT IS IN IT FOR ME?
WHAT IS THE VALUE YOUR CAUSE BRAND
BRINGS MY CORPORATE BRAND?DEFINE THE ROI or ROP
3. I DO NOT THINK YOUR CAUSE RESONATES
WITH MY AUDIENCES?
GO BEYOND THE
DEMOGRAPHICS
4. IT WAS CLEAR YOU DID NOT KNOW ANYTHING
ABOUT MY COMPANY.DO YOUR HOMEWORK
5. WE ARE NOT CURRENTLY LOOKING AT NEW
CAUSE PARTNERSHIPS.STAY TOP OF MIND AS A CATALIST
MEMBER
OPT-IN NETWORK
Why Companies Aren't Responding To Your Cause
Why Companies Aren't Responding To Your Cause
I get thousands of inquiries from nonprofits a year and turn 95% of them away. The Catalist
system is a no-brainer for us to help qualify the right nonprofit partners for us.
- Chris Fuller, Sr. VP, Brand & Corp. Comm. & Executive Director, Arby’s Foundation
1. CMO.com, “Mind-Blowing Stats About Content Marketing”; 2015
2. Content Marketing Institute & Blackbaud, “2015 Nonprofit Content Marketing Benchmarks,
Budgets & Trends – North America”; 2015
3. Catalist, “Employees Are King” Report; Summer 2016
4. Nonprofit Quarterly; 2015
5. The New York Times Insights, “The Psychology of Sharing”; July 2015
6. Content Marketing Institute; 2015
7. Nielsen; Q1 2015 TV Viewership
8. Forbes, 2015
9. Attentive.ly, “How to Identify and Engage Your Influencers”; 2015
10. LinkedIn Corporation; 2015
11. Nonprofit HR, “The Nonprofit Employment Practices Survey”; 2015
12. Adweek, Multiple Articles
13. Cone Communications 2015 Cause Evolution Study; 2015
14. 2015 IEG Sponsorship Report
15. Economist Intelligence Unit (EIU) Trend Report
16. BusinessT Community.com, Compelling Content Marketing Stats; 2015
17. Vcloud News, various content
18. CECP, in association with The Conference Board, Giving in Numbers: 2015 Edition
19. McKinsey, various content
20. KPMG, various content
21. Co-society, various content
22. The Muse, various content
SOURCES
Why Companies Aren't Responding To Your Cause
