Doing Well by Doing Good.pdf by suchufp


									 THE BEST OF

Doing Well by Doing Good
Each year the Cause Marketing Forum honors businesses and nonprofits for crafting programs that pay
financial and social dividends. Here we celebrate the winners of the 2011 Cause Marketing Halo Awards.

             Cause Marketing Golden Halo Award Honorees
                              This year the Cause Marketing Forum bestows its highest honor on these industry leaders.


                                                           In 2000, Bronx high school                                                  eBay, the first e-commerce company to win the
                                                           teacher Charles Best launched                                               Cause Marketing Forum’s coveted Golden Halo,
                                                  to enable                                                  is being honored for a program launched, like
                                                           individuals to connect directly                                             CMF, in 2003: eBay Giving Works.
with classrooms in need.                                                                                                                   Giving Works makes it convenient for people
    Public school teachers post classroom project requests (such as pencils for a poetry                                               to raise money for their favorite causes on eBay
writing unit or microscope slides for a biology class) at Donors                                                     through several avenues: Sellers can donate a
browse the lists of classroom needs, give any amount and hear back from the class they                                                 percentage of anything they sell up to 100 per-
helped with photographs, thank-you letters and a cost report showing how every dollar          cent—and get that same percentage off their listing fees; buyers can add a donation to
was spent.                                                                                     any purchase; anyone can make an immediate cash donation; and nonprofits can sell
    In 2006, developed a string of technology and marketing break-            directly—with all fees waived—to raise funds.
throughs that have empowered corporate partners to engage millions of people in                   It’s an outstanding example of a cause initiative that is deeply integrated into a com-
support of public school teachers and their students.                                          pany’s operations and that generates significant business and social dividends.
    Companies have used gift cards to give their customers the ex-               For example:
perience of supporting classrooms in need. Retailer Crate and Barrel, for example, has         ■ eBay buyers and sellers raised $54.8 million for nonprofits in 2010 and have generated
distributed more than 1 million gift cards to its customers and experienced growth in          nearly $250 million in donations since the program’s inception.
sales, customer engagement and brand loyalty.                                                  ■ Market research indicates the program is a boon to sellers. On average, buyers pay’s application programming interface allows business partners to           2 percent to 6 percent more for items that benefit charity as indicated by displaying the
leverage the organization’s online program platform to create their own cause market-          blue and yellow Giving Works ribbon.
ing programs.The first such program, Sonic Drive-In’s Limeades for Learning, engaged           ■ Cause ties have attracted many new buyers and sellers to eBay over the years.
teachers, students and parents to raise $1.35 million for classroom resources in commu-           Giving Works is just one part of eBay’s Global Citizenship portfolio of programs,
nities across the country.                                                                     which includes initiatives to enable the eBay community to sell and buy more sustain-
    The expanding group of corporate partners includes American               ably, a global marketplace for environmentally and socially responsible shopping, the
Express, Build-A-Bear Workshop, Chevron, Microsoft, U.S. Cellular and Yahoo!                   eBay Foundation and a microfinance organization.
    For leading cause marketing into the digital age; for forging creative, high-tech, high-      For embedding giving into the world’s largest online marketplace, for sharing proof
touch partnerships with a diverse group of corporate partners; and for helping enrich          that doing well and doing good can go hand in hand in cyberspace and for helping
the classrooms of millions of students, the Cause Marketing Forum honors                       thousands of nonprofits raise hundreds of millions of dollars, the Cause Marketing with the 2011 Cause Marketing Golden Halo Award for Nonprofits.               Forum honors eBay with the 2011 Cause Marketing Golden Halo Award for Business.

                                                      Learn more at
                                                                                                                            SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

BEST TRANSACTIONAL CAMPAIGN                    across the country where its donation          BEST SOCIAL SERVICE OR EDUCATION
GOLD: The Community TELUS TV Cam-              would have the largest impact. The cam-        CAMPAIGN
paign: TELUS and various local charities       paign drove sales 46 percent above fore-       GOLD: National Suit Drive: Men’s Wear-
   The 2010 Community TELUS TV cam-            cast levels, far exceeding performance in      house and multiple local nonprofits
paign contributed $100 to a local cause        other markets. Over 12 months, the CTTV        focused on job readiness for disadvan-
for every new TELUS satellite or OPTIK TV      program donated $3.9 million Canadian          taged men
customer in 22 Canadian markets.               to charities and will expand to 16 new lo-       Facing a recession-depressed market
Guided by the TELUS “We give where we          cations in 2011.                               for clothing sales, Men’s Wearhouse dedi-
live” philosophy, CTTV teamed up with          SILVER: Huddle to Fight Hunger: Kraft          cated its paid advertising to promotional
local charities in smaller communities         Foods and Feeding America                      offers in 2010. Its long-running “Men’s

Corporate social initiatives are
multiplying these days—in
fact, cause was the fastest
growing form of sponsorship
                                            Passion makes anything possible
in 2010.
                                            We at eBay are honored to receive the 2011 Cause Marketing
When company and cause
align, it’s a beautiful thing. But          Golden Halo Award for our charity fundraising program, eBay
experienced cause marketers
will tell you: It’s not easy.               Giving Works. We dedicate the award to eBay and PayPal users,
The Cause Marketing Forum
                                            who have raised nearly $250 million for nonprofits.
provides the practical infor-
mation you need to avoid
headaches and create pro-                   We would also like to share our appreciation for eBay Inc.
grams that generate social
and financial dividends.                    employees and the millions of eBay and PayPal users around the
                                            world for their creative use of our ecommerce platforms to make
is the place to go for the                  the world better.
how-to information, connec-
tions and training you need to

SPECIAL OFFER                               Thank You.
CMF members receive free ac-
cess to monthly teleconfer-
ences and dozens of
on-demand recordings, listings
to promote their services and
much more.

Ad Age readers who join CMF
by June 30 will save $50 by en-             Making it easy and convenient                   Investing in innovation that                  Inspiring eBay buyers and sellers
tering promo code TEL50 at                  for buyers and sellers to raise                 creates economic opportunity                  toward greener, smarter buying.                    millions of dollars for the causes              and engaging employees in
membership                                  they care about.                                serving their communities.

                                            Providing a faster, safer way to                Convening thousands of                        Offering consumers an easy,
                                            fundraise online.                               environmentally and socially                  effective way to invest in the
Connect with the CMF                                                                        responsible sellers and buyers.               world’s working poor.
    Get our free newsletter

    Join the CMFGroup

    Follow @TweetCMF              
                                                                                                                                                               SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

   Wearhouse National Suit Drive” cam-                   test, Kohl’s Department Stores and K-12                             professionals, A&E Television Network         multiplatform campaign to help break
   paign, built on a “donate clothing, re-               schools across the country                                          created the Recovery Project, a national      the stigma of addiction and raise aware-
   ceive a discount” offer, could only use PR                                                                                                                              ness that recovery is possible. Boldly tak-
   to generate attention and participation.              BEST HEALTH-RELATED                                                                                               ing on this controversial topic without
   Mullen, its agency, attracted media cov-              CAMPAIGN                                                                                                          being controversial, A&E joined with
   erage with scantily-clad street teams                 GOLD: The Recovery Project: A&E Televi-                                                                           strategic governmental and nonprofit or-
   wearing “Give the Suit Off Your Back”                 sion Network and Faces & Voices of Recov-                                                                         ganizations to sponsor an 11,000-partici-
   signs and with local outreach, sharing                ery, National Council on Alcoholism and                                                                           pant National Recovery Month hub
   success stories of past suit-drive recipi-            Drug Dependence and Community Anti-                                                                               event and more than 100 local events
   ents. The result: a big sales boost, more             Drug Coalitions of America                                                                                        around the country, led in coordination
   than 250 million media impressions and                  Inspired by the response to its Emmy-                                                                           with “Recovery Delegates” selected by
   110,000 clothing donations.                           winning series “Intervention” from view-                                                                          state agencies.
    SILVER: Kohl’s Cares $10 Million Con-                ers, addicts, families and treatment                                                                              SILVER: Hyundai Gives Hope on Wheels:
                                                                                                                                                                                       September Childhood Can-
                                                                                                                                                                                       cer Awareness Initiative:
                                                                                                                                                                                       Hyundai Motor America

                                                                                                                                                                                      BEST MESSAGE-FOCUSED
                                               I 2010 KRAFT FOODS                                                                                                                     GOLD: National Conversa-
                                                                                                                                                                                      tion Drive: Liberty Mutual

                                                di ome in pecia .                                                                                                                     and ITNAmerica
                                                                                                                                                                                        Determining when an older
                                                                                                                                                                                      driver should no longer get
                                                                                                                                                                                      behind the wheel is a sensi-
                                                                                                                                                                                      tive topic. To encourage con-
                          We executed our largest hunger relief campaign to date. Our goal                                                                                            versations between seniors
                                                                                                                                                                                      and their adult children, Lib-
                     was to give 20 million meals to Feeding America and help those in need.                                                                                          erty Mutual launched the Na-
                                                                                                                                                                                      tional Conversation Drive.
                    We are proud to say we accomplished it. But it wouldn’t have been possible                                                                                        Journalists and consumers
                                                                                                                                                                                      were invited to experience
                     without your support. So thank you. Who knows what we can do this year.                                                                                          age-related ailments by wear-
                                                                                                                                                                                      ing the Senior Simulator Suit
                                                                                                                                                                                      and attempting everyday
                                                                                                                                                                                      tasks such as driving or shop-
                                                                                                                                                                                      ping. Coverage on the NBC
                                                                                                                                                                                      morning show “Today” and
                                                                                                                                                                                      other outlets drove con-
                                                                                                                                                                                      sumers to a Web portal for
                                                                                                                                                                                      tips on initiating a dialogue.
                                                                                                                                                                                      Liberty Mutual moved con-
                                                                                                                                                                                      sumers to pledge to have
                                                                                                                                                                                      these conversations with an
                                                                                                                                                                                      offer to donate to the non-
                                                                                                                                                                                      profit Independent Trans-
                                                                                                                                                                                      portation Network.
                                                                                                                                                                                      SILVER: Trick-or-Treat for
                                                                                                                                                                                      UNICEF: Toys “R” Us and U.S.
                                                                                                                                                                                      Fund for UNICEF

                                                                                                                                                                                      BEST VIDEO CREATIVE
                                                                                                                                                                                      GOLD: American Express
                                                                                                                                                                                      Members Project: American

                                                                                                                                                                                       In 2010, American Express fo-
                                                                                                                                                                                      cused its Members Project
                                                                                                                                                                                      campaign on the theme,“The
                                                                                                                                                                                      Smallest of Steps Can Make a
                                                                                                                                                                                      Big Difference.” It provided
                                                                                                                                                                                      consumers with easy ways to
                                                                                                                                                                                      volunteer, donate or vote on
                                                                                                                                                                                      how the company should
                                                                                                                                                                                      make contributions. American

                                        Vis          for details.
                                                                                                                                                                                      Express launched the cam-
                                                                                                                                                                                      paign with TV spots on the
                                                                                                                                                                                      2010 Academy Awards broad-
©2011 KRAFT Foods
                s              The monetary equivalent of a meal was donated. $1 donated = 7 meals secured by Feeding America on behalf of local food banks.                          cast featuring Yvon Chouinard,
Real Life.
                              ONE SMALL
                              ONE BIG

                                  At A&E, we’re proud to inspire continued change in people’s lives through
                                  compelling programming like Intervention, Hoarders™ and Beyond Scared Straight,
                                  and through our Real Life. Change. advocacy initiative.

                                  To find out more, visit or contact your A&E
                                  sales representative.

                                  We’re honored to be in the distinguished company of the 2011 Halo Award recipients.

   ©2011 A&E Television Networks, LLC. All rights reserved. 0644
                                                                                                                         SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

founder of Patagonia, and Geoffrey           water initiatives with socially-minded                                                            year, generating increased store traffic for
Canada, founder of the Harlem Children’s     consumers and employees. A series of TV                                                           Macy’s and an additional donation for
Zone, two people whose immense social        spots and online videos explained that “it                                                        the Make-A-Wish Foundation.
impacts started with small steps.            takes more than a financial company to                                                            SILVER: National Conversation Drive:
SILVER: Blue Water Project: Royal Bank       protect fresh water” and showcased the                                                            Liberty Mutual and ITNAmerica
of Canada and Free the Children, Tides       work of three of its grant recipients. Em-
Canada and the National Geographic           ployees were engaged via social media                                                             BEST DIGITAL MARKETING CAMPAIGN
Society                                      initiatives and a series of watershed                                                             GOLD: Our School Needs: Microsoft-
                                             cleanup and educational events, includ-                                                           Bing and
BEST ENVIRONMENTAL OR                        ing the first RBC Blue Water Day.                                                                   To attract and retain users, Bing, Mi-
ANIMAL CAMPAIGN                              SILVER: Hello Green Tomorrow: Avon                                                                crosoft’s new search engine, chose kids’
GOLD: Blue Water Project: Royal Bank         and the Nature Conservancy                                                                        education as its cause-related focus. With
of Canada and nonprofits that protect                                                                                                , Bing launched “Our
watersheds and provide clean drinking        BEST PRINT CREATIVE                                                                               School Needs,” a six-week contest that in-
water                                        GOLD: Child Hunger Ends Here:                                                                     vited participants to describe online
 In 2007, RBC adopted the cause of           ConAgra Foods and Feeding America            BEST EVENT MARKETING CAMPAIGN                        what their school needed most and
water sustainability and created the RBC       Although ConAgra has partnered with        GOLD: National Believe Day: Macy’s                   compete for funding. During the voting
Blue Water Project, a $50 million multi-     Feeding America to fight child hunger        and Make-A-Wish Foundation                           phase, the first 30,000 voters each day re-
year global commitment to protect the        since 1993, in 2010 it began to ask con-       Macy’s nostalgic Christmas campaign                ceived a $3 donation code to support a
world’s most precious natural resource. In   sumers to get involved through its           donates $1 to the Make-A-Wish Founda-                classroom project via
2010, RBC felt it was time to share its      brands. From March to May, ConAgra           tion for each child’s letter to Santa                Using social media as a means for mobi-
                                             made a seven-meal donation for every         posted at Macy’s, up to $1 million. In               lizing consumers, OSN used new tactics
                                             purchase of a participating product and      2010, Macy’s declared the second Friday              such as Twitter parties and blog tours.
                                             encouraged consumers to fight hunger.        in December “National Believe Day.” It               The program converted 25 percent more
                                             As part of an integrated campaign, full-     gave an extra dollar for letters posted              users to Bing than its marketing program
                                             page newspaper ads were localized to         that day and teamed up with Make-A-                  average and generated nearly $700,000
                                             illustrate the child hunger problem in       Wish chapters to grant additional wishes             in contributions from Bing to fund school
                                             each publication’s community.                in 50 markets. A whopping 204,186 let-               projects in all 50 states.
                                             SILVER: Bulgari for Children’s Educa-        ters were collected on National Believe              SILVER: The Aviva Community Fund:
                                             tion: Bulgari and Save the Children          Day, a 611 percent increase over the prior           Aviva Canada

We would like to thank the Halo Awards
for shining a light on the RBC Blue Water Project.™
Freshwater sustains life - together we must protect it. Supplies are strained and the health of global communities depends
on reliable access to freshwater. That’s why we created the RBC Blue Water project, our $50 million commitment to hundreds
of organizations around the world that work tirelessly to project this most precious resource.

Helping build a better future.

To learn more, visit                                                                                                 Banking | Wealth Management | Capital Markets |                                                                                                 ® Registered trademarks of Royal Bank of Canada. ™ Trademark of Royal Bank of Canada.

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