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NOT-FOR-PROFIT &CAUSE BRANDING
Professor Kevin Lane KellerTuck School of Business
Dartmouth College
George Washington UniversityMay 1, 2009
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Social MarketingIssues & Objectives
Marketing for Non-Profits Address causeSustain businessSatisfy constituents
Marketing with Non-Profits (CauseMarketing)
Support causeBuild brand equityDevelop stronger customer loyalty
Energize employees
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Non-Profit Branding
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Nonprofit Branding IssuesMust apply branding concepts justlike any business
Brand strategy and planningBrand programs and activitiesBrand performance measurement andassessment
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Four Key
Nonprofit Branding IssuesIdentification of clear, relevantpositioningUse of all available brand-buildingtools and activitiesEstablishment of appropriateconstituent relationships
Assessment of brand strength andmarketing effectiveness
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PositioningMust identify clear, relevantpositioningBrand salience is criticalfoundation
Depth & breadth of brand awareness
Need to establish distinct,compelling points-of-parity &points-of-difference
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Brand-BuildingMust use all available brand-building tools and activities
Short-cuts are especially criticalBrand elements (brand names, logos,slogans, etc.)
Secondary associations (other people,places, things, etc.)Power of online & off-line PR &word-of-mouth
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Constituent RelationshipsEstablishment of appropriateconstituent relationships
Understand the proper nature of therelationship
Adopt optimal frequency, content, and
manner of contacts
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Self-AssessmentMust assess brand strength andmarketing effectivenessConduct formal or informalmarketing researchRespect and adopt as much aspossible best practice branding &marketing
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Cause Marketing
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Cause Marketing The process of formulating andimplementing marketing activities
that are characterized by an offer fromthe firm to contribute a specifiedamount to a designated cause when customers engage in revenue-
providing exchanges that satisfyorganizational and individualobjectives ."
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Benefits of Cause MarketingImproving social welfare ( win-win )Creating differentiated brand positionsBuilding strong bonds with consumersEnhancing company s public imageCreating reservoir of goodwill
Boosting employee moraleDriving sales
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Five Examples of
Notable Cause ProgramsThe Avon Breast Cancer Crusade
Ronald McDonald House CharitiesTesco - Computers for SchoolsBritish Airways - Change For Good
(Product) Red
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The Avon Breast Cancer
CrusadeFounded in 1993 , the Avon Breast Cancer Crusade is a U .S.initiative of Avon Products, Inc.Its mission has been to provide women, particularly those who
are medically underserved, with direct access to breast cancereducation and early detection screening services : mammogramsand clinical breast exams.In the U .S., Avon is the largest corporate supporter of thebreast cancer cause with some $ 100 million generated since1993 .The Crusade raises funds to accomplish this mission in twoways :
Through the sale of special Crusade fundraising (pink ribbon)products by Avon's nearly 500 ,000 Independent SalesRepresentativesThrough the Avon Breast Cancer 3- days, a series of three -day, 6 0 mile fundraising walks
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Ronald McDonald House Charities
Ronald McDonald House Charities provides comfort and care to children and their families by supporting
Ronald McDonald Houses in communities around theworld and by making grants to other not -for-profit organizations whose programs help children in need.Ronald McDonald House Charities has a network of over 174 Local Charities serving in 3 2 countries.McDonald's Corporation is committed to givingsomething back to the community by supportingRMHC initiatives
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Tesco - Computers for SchoolsBritish supermarket chain Tesco s Computers for Schools program,started in 199 2, is the best -known cause related marketing campaignin the U .K., with aided awareness levels near 50 percent.Customers receive vouchers from Tesco for every 10 spent, which
they can donate to the school of their choosing. The chosen schoolexchanges the vouchers for new computer equipment. Parent -teacher associations and school governors joined together tomaximize voucher collection, which further enhances the communityinvolvement in the program.To strengthen the connection between the Computers for Schoolsprogram and the Tesco brand, the company integrated the programinto advertising for its in -store Every little helps campaign , whichsought to enhance the customer experience with such improvementsas wider aisles, baby changing facilities, and shorter checkout lines.Tesco capitalized on the link between its brand and the Computersfor Schools program in 1998 , when the company began sellingcomputer hardware. Since the program began, Tesco Computers forSchools has delivered almost $ 90 million worth of computerequipment to schools in the U .K
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British Airways - Change For GoodBritish Airways partnered with UN ICEF and developed a causemarketing campaign called Change For Good, where travelers onBritish Airways flights are encouraged to donate leftover foreigncurrency from their travels. Since coins in particular are difficult toexchange at banks and currency exchanges, the program targets thisloose change.The scheme is simple: passengers deposit their surplus currency inenvelopes provided by British Airways, which collects the deposits anddonates them directly to UN ICEF .British Airways advertises its program during and in - flight video, on the
backs of seat cards, and with in - flight announcements.The company also developed a television advertisement that featured achild thanking British Airways for its contribution to UN ICEF works.Since Change for Good can be directly targeted to passengers and canproduce immediate results, it does not require extensive advertising orpromotion and therefore is a highly cost -efficient cause marketingcampaigns .
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What Transfers from the Cause?:
Three Factor Model Awareness & Knowledge of theCause
Any associated non -profit organization?
Relevance & Meaningfulness ofCause
Need for local community activities?
Transferability of the CauseRewards to improve affinity or fit to brand?
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How Should You
Brand Cause Activities?Self-brand (create own cause)
Ronald McDonald House Charities
LensCrafters The Gift of SightWal Mart Good. Works.
Co-brand (link to existingcause)
Avon Breast Cancer CrusadeImportant Factors
Goals
Resource Commitment and Focus
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What Transfers from the Cause?:Brand Resonance Model
Model is based on the premise that The power of the brand is in the minds of
customersCustomers must have the right experiences tocreate the right brand knowledge
Building a strong brand involves aseries of steps as part of a brandingladder
A strong brand is also characterized bya logically constructed set of brand
building blocks.
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BRAND RESONANCE PYRAMID
RELATIONSHIPS:What about you & me?
RESPONSE:What about you?
MEANING:What are you?
IDENTITY:Who are you?
Intense, Active Loyalty
Positive, AccessibleReactions
Points-of-Parity& Difference
Deep, BroadBrand
Awareness
Resonance
Judgments Feelings
Performance Imagery
Salience
Stages of BrandDevelopment
BrandingObjective atEach Stage
1
2
3
4
Building Blocks
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Applying the CBBE
Resonance Model to CausesBrand Imagery
User ProfilesPersonality and Values
Brand FeelingsSelf -Respect
Social ApprovalBrand Resonance
Community or Social Affiliation Active Engagement
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Cause Marketing Effects on Resonance
LOYALTYATTACHMENTCOMMUNITYENGAGEMENT
QUALITYCREDIBILITYCONSIDERATIONSUPERIORITY
WARMTH
FUNEXCITEMENTSECURITYSOCIAL APPROVALSELF-RESPECT
CATEGORY IDENTIFICATIONNEEDS SATISFIED
PRIMARY CHARACTERISTICS &SECONDARY FEATURES
PRODUCT RELIABILITY,DURABILITY & SERVICEABILITYSERVICE EFFECTIVENESS,
EFFICIENCY, & EMPATHYSTYLE AND DESIGNPRICE
USER PROFILESPURCHASE & USAGE
SITUATIONSPERSONALITY &
VALUESHISTORY, HERITAGE,
& EXPERIENCES
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SummaryNon-profit branding and causemarketing are areas of increasedimportance
Applying modern branding andmarketing concepts, models andtools can help pursuits in bothareas