Citizen Brand

Cause keeps on ticking

The 2009 edition of the PRWeek/Barkley Cause Survey released this week sends a clear message that cause branding programs work even in tough economic times.

That's good news for all of us who believe that cause programs are one of the single best ways for a brand to create permanent connections with their customers. And good for non-profits who are hit hard by the economy and need new, effective ways to gain dollars and volunteers for their missions.

You can download a copy of the 2009 survey at the Barkley website. We would love to hear your comments on the findings and the accompanying article featuring some of the most successful cause marketers today.

Moms love causes

The 2008 edition of the PRWeek/Barkley Cause Survey is published and any company who is not involved in cause branding today should take notice.  Why?  Because moms, who are responsible for more than $2.1 trillion in consumer spending this year like to spend with companies that support good causes.

The survey revealed that moms demand companies use their power for good, with 85.6 percent saying it’s important for companies to support a cause. With regard to their purchasing decisions, 58 percent say they would pay more for a brand that supports a cause, 69.2 percent say they would try a brand because it supports a cause, and 76.8 percent say they would recommend a brand that supports a cause. Overall, 66 percent of moms say they have purchased a brand because it supports a cause.

You can download a pdf of the survey and article along with a transcript of our 2008 Cause Roundtable by going to this link at the Barkley website.

And here is a link to a column on cause written by PRWeek's Erica Iacono who we work with each year to develop the survey.

In this economy, the companies that have established cause programs will benefit from the special relationship they are developing with their customers.  And those companies that don't have them, now is a fine time to consider starting one.  It could prove to be the point of differentiation that separates a company from its competitors.  And when the economy does improve, the difference will be even greater.

Cause takes Windy City by storm

The Cause Marketing Forum circa 2008 is in full swing in Chicago.  Barkley hosted the opening reception last night.  Our theme was a 'Cause Art Gallery' and in addition to a few highlighted causes, Kansas City artist Mike Savage came along with us and produced a stunning cityscape of the Chicago skyline which has been donated to the Chicago Children's Museum for them to auction off and raise money for their worthy cause.

There were many great presentations today.  One that stood out in my mind was the peek behind the curtain of the great campaign being rolled out by St. Jude Children's Hospital.  Behind the networking and celebrity power of Marlo Thomas, St. Jude utilizes all aspects of marketing communications to raise awareness and money for their cause.  An important dynamic of their campaign is the utilization of other celebrities that could be the precursor for transitioning from one face and voice to many faces and voices.

McDonald's was given the Golden Halo Award this year.  It's interesting to note that the Ronald McDonald Charities are a separate organization from McDonald's and in fact, the company supplies only ten percent of the funding for the Charities.  But the power of a brand name makes up for actual cash in a case like this.

I had to leave for a flight to the west coast before the final presentation of the day about Dove's Real Beauty campaign.  Stacie Bright of Unilever, who was part of our Barkley/PRWeek Cause Roundtable last fall, is speaking far and wide about this groundbreaking cause campaign.  It's a great example of how cause is changing from the days of transactional cause fund raising to a deeper program driving social change.

It was great to catch up with people who I have come to know over the years in the cause arena.  It's always good to see Carol Cone who paved the way for all of us in cause.  I also finally met Joe Waters, a fellow cause blogger over at Selfish Giving.  We have commented on each other's ideas, pointed to each other's posts over the past couple of years but had never met.  Joe presented a breakout today on the great Halloween Town program he and his team run at Boston Medical Center.  Joe is a great cause ambassador and a guy who practices what he preaches every day.

This was a special CMF because we used it at Barkley PR as our annual retreat.  We had almost all our partners from the PR firm with us in Chicago.  It was a great opportunity for all our pros to interact with other cause marketers and also see that the work they do each day at Barkley is part of something bigger than just our programs.

Cause Marketing Forum - 2008

I am in Chicago at the 2008 Cause Marketing Forum and I'm not on my own.  In fact, the entire Barkley PR team is in Chicago for the Forum.  We take a retreat each year and this year we achieved a dream I have always had of putting everyone on a plane for a retreat.  This is the year.

It is fitting that the planes we stepped on have brought us to the Cause Marketing Forum.  Cause branding is an integral part of who we are at Barkley.  We have been a part of the Cause Marketing Forum since its inception earlier this decade.  For the first time, the Forum's annual conference will be held outside of New York City, another sign that cause is now mainstream.

Barkley is hosting the opening reception tonight and our team has created a compelling theme for the attendees to enjoy.  Think of what a cause art gallery might look like and you will begin to see the picture.  Art is subjective.  What might look like a pair of jeans to one person may look like a way to fight breast cancer to another.  A simple tube of lipstick?  The means to fight ovarian cancer.  A red dress?  You get the picture.  And stay tuned here on Citizen Brand because we will be reporting the goings on in Chicago and we will have some art to go with it.

Cause is here to stay.  If you have yet to board the train, it is time.