|
|
|||||
|
|||||
| Path: Main Street : NewsWeek : Archive : Cover Stories : Article |
Please note: While we ensure that all links and e-mail addresses are accurate at their publishing date, the quick-changing nature of the web means that some links to other web sites and e-mail addresses may no longer be accurate.
Quest for Success: Cause-related marketing and the desire to do good
By Elisa Birnbaum
December 18, 2006When Joanna Broadhurst and her partner Odette McCarthy invented EVE’s Quest - an innovative new board game - in the fall of 2005, they definitely had their work cut out for them. Designed to give women a voice the creators felt was lacking in other games in the marketplace, EVE’s Quest involves charades, drawing, singing, intuition challenges and trivia questions, all the while making women’s issues and accomplishments its central focus. And despite their fair share of challenges, the dynamic duo never wavered from one overriding commitment: to run their business with a social conscience.
Making a difference
“Right from the beginning we decided to establish relationships with nonprofit groups,” says Broadhurst. “It reflects a lot about us as individuals.” As a result, even at its young age, the company makes the pursuit of cause-related marketing (CRM) initiatives a number one priority. The programs vary depending on the needs of each partner and have even leapt beyond Canada to the heart of the US. In their first year of operations, for example, the women established a one-year partnership with the Canadian Breast Cancer Foundation, wherein two dollars for every game sold in Canada went to support the organization. They were also affiliated with the Canadian Association of Elizabeth Fry Societies, donating games to federal women’s prisons, and the Stephen Lewis Foundation, for whom they recently organized a tournament in Montreal.Playing to learn
Then there was the collaboration with the Women’s Future Fund (WFF). “I heard about EVE’s Quest on CBC Radio and thought ‘what a fit’," says executive director Mary Breen. “We simply encouraged our supporters to hold little tournaments in their homes or workplaces, charging participants a donation to the Women’s Future Fund as admission.” Meanwhile, EVE’s Quest supplied the games and even provided WFF with a portion of online sales during the same time period. “I found it a magnificent tool for raising awareness about gender equality,” explains Breen, adding, “playing the game was a much more appealing way to share information than simply spouting statistics.”Surpassing the buck
As for EVE’s Quest, the added exposure and the opportunities to educate the public about women’s issues makes cause-related marketing efforts an exciting part of the business. And though Broadhurst and McCarthy continue to struggle for financial viability, their commitment to CRM remains strong. After all, it mirrors a much deeper vision than just putting cash in their pockets. “Our company is not just a profit-only venture; it’s not only about the bottom line,” says Broadhurst. And the EVE’s Quest creators are not alone. They echo the sentiments of a growing number of corporations these days who look beyond money to achieve professional satisfaction. The growth in social enterprises is probably the best examples of this desire in motion. But even purely corporate ventures are pursuing CRM programs, whether because of a social conscience or a desire for increased marketability and awareness, or all of the above.Consumers want more
“The amount of CRM initiatives seems to be on the rise,” states Helen Roditis, president of Essence Marketing. And, she adds, it doesn’t seem their popularity will be tapering off any time soon. “The public expects corporations to be increasingly socially responsible and nonprofits need to become increasingly self-reliant and entrepreneurial to raise funds,” she says. While her marketing consulting company is focused on the nonprofit sector, Roditis’ accomplished resume includes several years of experience in the corporate sector. And those years made her a strong proponent of CRM, or what she calls, ‘business with heart and passion’. After all, she says, the benefits are many. For the nonprofit, it can establish long-term relationships with corporations and generate stable long-term funds, thereby increasing independence and sustainability. And the corporation, “not only gets to connect deeply at an emotional level with its current and potential customers,” she explains, “but, with a fitting campaign, a corporation’s image is enhanced.”Corporate giving and taking
Diane Gordon would concur. As director of community investment for HBC, she has been a part of numerous CRM initiatives over the years. “It’s a growing priority,” she says. And one that actually stems from the demands of their customers. “People are looking at supporting causes and being more philanthropic as important pieces of not only what businesses should be doing, but how they can help connect with their communities.” According to a recent survey conducted by HBC, the number one cause on their customers’ list these days is breast cancer. It's a finding that, no doubt, helps confirm HBC’s ongoing relationship with the Canadian Breast Cancer Foundation. That relationship has not only been a boon financially, but has helped raise awareness for the corporation as well. The biggest collaborative campaign so far took place this past October during breast cancer awareness month. Aside from creating and selling commemorative toques - of which 100% of the proceeds went to CBCF - the traditional HBC blanket was customized for the program and sold in pink. That entire CRM campaign will raise approximately $500,000 this year alone. But what it generates for HBC in terms of awareness, credibility and other intangibles, may be worth even more.As for the Canadian Breast Cancer Foundation, HBC is one of about 75 CRM associates with whom they currently associate. “We really do believe our partners are an important part of our fundraising component,” says Jane Knox, associate director of CBCF’s national corporate programs. And to make sure the CRM mission is successful, the CBCF takes great care in understanding what each corporate partner is looking to do and how they can further the organization’s mission by telling their story. “We see it as important revenue generation and at this point; there isn’t anything else that can bring us the same potential.”
Pick your partner wisely
However, the CBCF, like any other nonprofit organization, must be very particular about their partnerships, says Knox. “We tell those who approach us that their alignment with the CBCF or with the cause itself is not enough to sell the product.” The product has to be valued in the marketplace already, or have a potential market, she explains. “In a perfect world, we want access to our corporate partner’s consumers and their employees; we want the message to be carried forward to them.” Furthermore, CRM is an expensive venture and corporations must be clear about their desire to invest in and market the product.But is it a match?
Sometimes that desire comes down to a good fit. As long as a CRM initiative is well-planned and well-matched, problems should be few and far between, says Helen Roditis. “But there could be serious public relations challenges if a program is a poor fit with an organization’s overall strategy and values or those of its customers.” A nonprofit partner, moreover, should be aware of how much work is involved in supporting an initiative. “They need to properly allocate their limited time and resources effectively in order to truly benefit from cause-related marketing programs.”Mary Breen, for one, takes those considerations very seriously. While she does anticipate further involvement with EVE’s Quest for their 2007 campaign, the Women’s Future Fund has never before associated themselves with corporate partners. “It’s really not a priority unless it ties in with our primary mandate, which is to gain access to workplaces for the purposes of organizing employee giving campaigns.” Breen has mixed feelings about other partnerships and advises other nonprofits to be sure of a perfect match before jumping in. “It’s the charity that runs the risk of compromising itself, not the corporation,” she says.
And while Roditis agrees with the need for care, her view is one of cautious optimism. CRM is a critical step for all those involved, she argues. “A successful CRM campaign creates a win-win-win between an organization, a not-for-profit and their target audience by meeting the needs of all three.” It is that winning approach that continues to fuel the steps of corporate novice, EVE’s Quest. Hoping to break even by 2007, the business looks to the future in much the same way they did in 2004 when all they had was an novel idea, a name, and a commitment to make a difference.
Elisa Birnbaum is a freelance print and broadcast journalist living in Toronto.
|
|||
