1. Vice President, Resource Development Habitat for Humanity - MidOhio
Cause Marketing
Brian Canavan, MBA
Vice President, Resource Development
Habitat for Humanity - MidOhio

2. Introduction
Enlighten you with the full picture of what Cause Marketing encompasses as it relates to Habitat for Humanity.
Empower you with the tools to create and grow successful Cause Marketing partnerships
Encourage you to take pride in the power of the Habitat brand.

3. Outline What is Cause Marketing Types of Cause Marketing
Why Cause Marketing?
How to implement partnerships
Limitations
Examples

4. What is Cause Marketing?
Cause marketing is when a nonprofit and a for-profit corporation partner together with the purpose of advancing the mission-related work of the nonprofit, and the marketing goals of the corporation.

5. 3 Types of Cause Marketing
Traditional cause-related marketing
Donation-with-purchase of a company’s products or services (funds from the company)
Consumer fundraising
Company promotes an opportunity for its customers to make a donation at their place of business (funds from consumer)
Initiative or program sponsorship
Company promotes donation for an action such as liking the company’s Facebook page (funds from company)
*These things can all be integrated into traditional event or program sponsorship

6. Goal
Create a mutually beneficial partnership that will help create and save the dream of homeownership for local families.
We can do this by focusing on a partnership that will:
Engage the company’s employees;
Resonate with the company’s customers; and,
Position the Habitat brand and the company’s brand together to impact the community.

7. Why Cause Marketing? Makes Business Sense ROI
87% of consumers say they would switch from one brand to another if the other brand were associated with a good cause.
ROI
47% of consumers have bought a brand at least monthly that supports a cause.

8. Why Habitat Trusted Brand
Habitat was named “Brand of the Year” in the 2015 Harris Poll.
The Habitat program is based on empowerment and providing the tools necessary to be become
self-sufficient. Based on a 2012 survey of Habitat homeowners:
93% take pride in their neighborhood.
97% percent felt that Habitat has improved their quality of life.
53% felt that their Habitat home has helped improve their job opportunities.
74% indicated that their family's overall health
had improved since moving into their home.

9. Points of Pride
All of our homes are designed and built to be age in place
We have new home construction, repair and renovation projects
We have special programs for veterans
A partnership with Habitat MidOhio could help with your rebranding
Your business aligns with our mission
Habitat affiliates are located throughout the country. Creates an opportunity to pilot project in your affiliate service area and roll-out in other locations.

10. Additional Value Employee volunteer and teambuilding experiences.
Peer (executive) build days.
Co-branding benefits, create brand loyalty, customer retention.
Because partner families pay a zero percent interest mortgage to Habitat, their investment would have a sustainable ROI that will help future partner families become homeowners.

11. Limitations Appropriate Partners Legal roadblocks
Endorsement
Sales
Need invested partner

12. Collaborations
Cause Marketing partnership in your affiliate service area.
Cause Marketing partnership in the state.
Cause Marketing partnership regionally.
Cause Marketing partnership nationally.

13. Potential Ways to Build Partnership
Customers could be asked to round up their purchase, donate a dollar or more at every service
For a $5 donation to Habitat, added to invoice, customers would receive a coupon/discount towards another service call.
Social media strategy, $1 donation per Facebook like with new brand identity.
Could also tie into a high margin new product
Example $50 donation for every new HVAC system installed
The key is that this can fit into the business strategy and link the most trusted name in the non profit sector with the company’s name
Company could donate 20% of sales for one day

14. Turnkey Examples

15. Turnkey Examples

16. Turnkey Ideas
For every ‘retweet’ on Twitter, The Waterworks will donate $1 to Habitat for Humanity

17. Next Steps You Would Take
Integrated Collaborative Approach
Agreement of partnership
Collaboration of tactics
Contract signed
Successful execution of campaign
Review of campaign

18. Brainstorm Potential Partners
Find a partner and discuss three potential partnerships you could engage in a Cause Marketing Partnership.
Share results with group.

19. Question and Answer