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The Future of Fundraising

NGO Innovation Conference

15 September 2016

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B-Cause is South Africa’s only specialist agency that helps companies work towards achieving these goals by harnessing the power of Social or Cause Related Marketing.

Whilst the aim of commercial marketing is “financial” and the aim of social marketing is “social good” the two are not mutually exclusive.

The fact is TODAY’s successful companies and brands no longer see social responsibility as an obligation, a ‘grudge-spend’ or a nice-to-do add on to their business activities but rather as an opportunity for improved profitability, growth and competitive advantage.

We are passionate about helping brands to become loved not just ‘liked’.

Meaningfulness produces real and meaningful results

Our strategies, campaign development and deployment capabilities, equip companies to identify and capitalise on new opportunities that are not only good for them but also the causes and beneficiaries they choose to partner with.

B-Cause is a company in the Gallimaufry Group that also comprises 5th Dimension, South Africa’s most awarded agency for fundraising for NGOs, and Fundraising That Works, South Africa’s most effective face to face fundraising agency.

CAUSE RELATED MARKETING

We know how to harness your brand’s core assets to effectively communicate your cause story to the right people using the right channels. We understand how to make cause related marketing work for your business in a way that is genuine, sustainable but most importantly, successful.

CSR STRATEGY & INTEGRATION

Around the world, consumers are more informed and empowered than ever before. It’s not enough to make CSR commitments – today’s global consumers hold brands responsible for measuring and communicating their social impact. Results are paramount. We are here to help you achieve them.

PARTNERSHIP STRATEGY

The impact of your brand’s social storytelling strategies becomes ever more powerful through intentional partnerships with non-profits and charities that complement your core strengths and business objectives. We will work closely with your brand to identify and select partners that are a good fit.

ENGAGEMENT & COMMUNICATIONS

The world’s most loved brands are built upon endorsements from trusted sources. In a time when the media is becoming more unreliable by the day, it is essential that your marketing stories embrace the power of third-party credibility. We know how to reach the right audience with the right story – your story – to encourage the action you need.

WHO WE ARE

“B-Cause”

B-Cause is the only specialist agency in South Africa that focuses specifically on cause related marketing, social responsibility and sustainability issues. The company was established in 2015 in response to growing international expectations for brands to become increasingly socially responsible.

B-Cause is the latest addition to the Gallimaufry Group. Gallimaufry operates at the confluence of cause, commerce and community and collectively shares over 20 years of experience providing consulting, brand-marketing and digital services to both the corporate and not for profit sectors.

We actively seek to work with purpose-driven, triple-bottom-line companies. Our aim is to support the success of forward-thinking brands that are helping to move the world towards a more sustainable future.

Business analysis to determine optimal CSR/ CRM fit

Development of CSR/ CRM strategies that support the overall company strategy

The development and management of sustainable CSR/ CRM initiatives and the introduction of programs and partners appropriate to the businesses of its clients

Providing mechanisms to assess and measure CSR/ CRM outcomes and to harmonise historical and new initiatives

THE PROBLEM

Isaac Newton’s Third Law of Motion states “For every action there is an equal and opposite reaction”.  What this means is that in every interaction, there is a pair of forces acting on the two interacting objects. The size of the force on the first object equals the size of the force on the second object.

Would that were true in the world CSI (Corporate Social Investment).

According to the CSI Handbook 16th Edition (Published by Trialogue) total CSI in South Africa in 2013 was R7,8 billion, up 8% from the previous year. Trialogue only measures the CSI spend of Enterprise organisations. Factor in Tier Two and Tier Three companies and it is likely that this figure is well over R10 billion. And yet it’s very hard to track the impact that this investment is having and the kudos the companies are receiving for the hard-earned money they are spending. So where is the cause and effect ?

A Price Waterhouse study predicted that SA’s Ad Spend by 2018 will be R18 billion. Still the vast majority of brands that generate this massive spend have not recognised the necessity to embrace the need for and the power of social marketing.

This massive disconnect means that those still in need and brands are missing out on the opportunity to “do well by doing good”.

NEW CAUSE RELATED MARKETING

Although widely practiced in the United Kingdom and the USA, Cause Related Marketing (CRM) has been slow to take off in South Africa.

What is CRM?

In Cause Related Marketing, both the companies and NGOs develop win-win relationships in which companies benefit by positioning their products and services with the cause served by the NGO.

At least that is what it used to be. Today it’s more about purpose.

Consumers increasingly expect brands to integrate sustainable and responsible practices into all that they do. More than ever, brand purpose is essential to break through the noise and drive sales. Many companies are starting to make procurement decisions around socially responsible behaviour and corporate values.

Strategic social responsibility and cause related marketing are very effective marketing tools that help to grow your social impact as well as your business. More and more, brands are embracing purpose as a business-imperative strategy, not only because it’s the right thing to do but because it’s the profitable thing to do.

BENEFITS OF APPLIED CRM

“B-Cause”

Benefit society and your brand

Based on 10 years of empirical research involving 50,000 companies across 30 countries, Millward Brown and Jim Stengel (Former Global Marketing Officer of P&G) created a list of the world’s 50 fastest growing brands which built the deepest relationships and achieved the greatest financial growth from 2001 to 2011. The study established a cause and effect relationship between a brands higher purpose and its financial performance.

 

CRM delivers numerous benefits …

Improves propensity to purchase

Increases customer loyalty

Creates differentiation in commoditised markets

Enhances community support

Provides opportunities for companies to tell compelling stories that matter

Encourages innovation

Reduces operating costs

Enhances reputation and trust

Builds awareness

Offers opportunities for both consumers and employees to make a meaningful difference.

Improves employee morale, productivity and engagement

Stimulates positive conversations with consumers

Adds a new dimension to the brand that consumers relate to

Delivers mutually beneficial partnerships

Humanises the brand

THE B-BBEE SPACE

The new B-BBEE Codes are here, and along with these Codes come huge responsibility and obligation for brands to do good.

Transform the South African economy to allow Black people the opportunity to participate meaningfully in this economy

Substantially change and diversify the racial profile of companies owners, managers and skilled professionals

Increase the ownership and management of companies by black women, communities and workers, helping them to access more economic opportunities

Help rural and local communities access economic opportunities

How can B-BBEE benefit your brand?

By contributing to the upliftment of these communities, brands are now able to score points on their BBBEE Scorecard. Having a competitive scorecard, places you at a competitive advantage when competing with other brands for business.

Your contribution can take the form of investments, partnerships or donations. The money you spend on training can also add to your scorecard.

From obligation to opportunity Most brands are currently doing some form of social development, but are not accessing the points for this. We aim to pull together your BBBEE, CSR and CRM to create meaningful, sustainable change.

WHY CHOOSE B-CAUSE

B-Cause is passionately seeking to revolutionise the way brands approach their corporate social responsibility (CSR) and cause-related marketing (CRM) efforts with a central focus on developing and implementing programs that are strategically aligned to business’s core competencies and objectives.

Currently there are no brand agencies in SA that specialise in providing strategic CSR and cause related marketing services. B-Cause’s competitive advantage lies in its unique expertise in designing, developing and deploying strategic CSR/ CRM programs into business.

With our strategies, content and training, we help leading brands combine strategic storytelling with top-class branding and marketing techniques to grow their company’s reputation and social impact.

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