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. CAUSE MARKETING GOLDEN HALO AWARD FOR NONPROFITS CAUSE MARKETING GOLDEN HALO AWARD FOR BUSINESS 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, DonorsChoose.org 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 DonorsChoose.org. 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, DonorsChoose.org 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 DonorsChoose.org 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 DonorsChoose.org’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 DonorsChoose.org 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 DonorsChoose.org 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 www.CauseMarketingForum.com SPECIAL ADVERTISING SECTION OF ADVERTISING AGE BEST CAUSE MARKETING CAMPAIGN COMPETITION WINNERS 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 CauseMarketingForum.com 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 succeed. 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. causemarketingforum.com/ 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 www.ebayinc.com/sustainability 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 CAMPAIGN 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 Express 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 KraftFightHunger.com 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 STEP. ONE BIG hange. CHANGE. ® 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 RealLifeChange.com 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 DonorsChoose.org 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 DonorsChoose.org, 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 DonorsChoose.org. 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 | rbc.com youtube.com/rbcbluewaterproject ® Registered trademarks of Royal Bank of Canada. ™ Trademark of Royal Bank of Canada.
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