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THE FOUNDATION FOR CORPORATE SOCIAL RESPONSIBILITY IS A NETWORK OF 90 INTERNATIONAL CORPORATE CEOs ACTIVELY WORKING IN POLAND TO AFFECT POSITIVE SOCIAL CHANGE THROUGH CORPORATE PHILANTHROPY. COLLECTIVELY WE HAVE FED OVER 4 MILLION HOT MEALS (60,000 PER MONTH) TO SOME OF POLAND’S MOST NEEDY CHILDREN. OUR MISSION IS TO LEAD THE BUSINESS COMMUNITY IN RAISING THE LEVEL AND QUALITY OF CORPORATE SOCIAL RESPONSIBILITY

May 23, 2011, Vol. 8, No. 17

"Do not be too timid and squeamish about your actions. All life is an experiment. The more experiments you make the better. What if they are a little coarse, and you may get your coat soiled or torn? What if you do fail, and get fairly rolled in the dirt once or twice. Up again, you shall never be so afraid of a tumble."

- Ralph Waldo Emerson

A REVISIT TO CAUSE MARKETING

I have often made mention of Cause Marketing (CM) in my newsletters and speeches addressed to our Foundation’s members and friends. I have emphasized that research strongly supports the contention that CM can increase a company’s bottom line, build brand awareness, and improve employee morale. I support CM campaigns that embrace corporate social responsibility, because such campaigns earn consumer approval, and heighten media awareness. This is a good thing.

Cause marketing is a public relations strategy that forges a strategic alliance between a for-profit company (yours) and a non-profit organization or “cause,” (FCSR). In a cause marketing campaign, a company incorporates a philanthropic agenda as part of its marketing strategy, garnering ongoing public relations (media) attention and visibility through cause-related events, internal communications, online marketing, merchandising, package design, and other marketing activities.

A cause partnership is symbiotic: The non-profit receives heightened awareness, increased donations, and improved volunteerism while the corporate partner benefits from ongoing, positive media coverage, an increase in sales, improved customer loyalty, and superior employee morale and retention. Through a strategic cause marketing initiative and the outcome, which is a softer, more compassionate corporate persona, a company can effectively communicate its commercial message image in a non-commercial way. Furthermore, if properly executed with substantive charitable support, it can preempt potential crises and protect its image.

Rallying for a cause you feel passionate about not only feels good but also makes good business sense. According to a 2010 study by Cone Cause Evolution, a whopping 80 percent of consumers would consider switching brands if that brand aligned itself with a good cause. Forty-one percent of Americans said they have purchased a product in the past year because of a cause, a two-fold increase since Cone first started measuring cause marketing in 1993.

The cover of Free Standing Inserts (FSI) above, sponsored by the British-Dutch CPG company Unilever, features the cause Boy’s and Girls Clubs of America. The magazine FSI had eight pages of Unilever coupons not counting the cover, along with at least that many more pages from non-Unilever products.

But when a sponsor demonstrates to customers and potential customers why supporting their cause of choice is not only wise but emotionally satisfying, you make your sponsorship more valuable than just a logo and 30 words of copy.

Procter & Gamble, a smart marketer if ever there was one, shows this every year with their FSI that’s themed to the Special Olympics. In their May 1, 2011 Special Olympics themed FSI (below), P&G devoted two pages beyond the cover to co- brand its long-time partner.

As we anticipate the next school year beginning in September, we are looking forward to seeing more of our corporate members instituting Cause Marketing programs into their business plans. If you have questions about Cause Marketing, and how to get one started in your company, please contact me. Together we can make it happen.

As the Unilever campaign suggests, “Small actions, Big Difference.”

THE GHELAMCO ADVACE TEAM IN ACTION LAST WEEK IN THE PROMISLAND

Ghelamco CEO Jeroen van der Toolen led an advance team to the PromiseLand on Thursday in preparation for a “Cargill” Model Team Building with Purpose excursion that will take place for 60 Ghelamco employees this summer.

The advance team visited various PromiseLand schools and selected specific projects that need their special attention. They looked at construction projects, windows, doors, floors, walls, etc. They also considered making renovations of kitchens, classrooms, and playgrounds.

See photos of the visit below:

MICHAEL PAGE INTERNATIONAL PLANS A COOKING TRIP TO THE PROMISELAND THE FIRST WEEK IN JUNE

We are delighted to announce that Jerome Lafuite, GM of Michael Page International, just contacted us with the dates for his team to participate in one of our Foundation’s cooking trips to the PromiseLand. They have selected June 9-10th and the excitement level of Michael Page is rising daily in anxious anticipation. We will have specific time-tables and schedules in the next few days.

We are looking forward to hosting Jerome and his team in the Promisland for a team-building exercise without rival.

PGA CUP GOLF TOURNAMENT TO BENEFIT PROMISEKIDS

June 1-3rd - PGA Golf Cup Tournament and Lottery to benefit our PromiseKids.

DATES TO REMEMBER

June 1-3rd - PGA Golf Cup Tournament and Lottery to benefit our PromiseKids.

June 6-10th – McDonald’s Graduation Trips to the Baltic.

June 9-10th – Michael Page International Cooking Trip to the PromiseLand.

July 1-3rd - InterContinental Hotel Scholars Program in Warsaw. The top scholar from each of our 15 schools will be the guest of the InterContinental Hotel.

August 2-13th - The Reagan Legacy Foundation’s Liberty Education Tour to Washington, DC, Chicago, and LA...

August 18-19th – Randstad Stad Amsterdam Clipper Cruise.

THOUGHT FOR THE WEEK

You've got to be very careful if you don't know where you are going, because you might not get there.

- Yogi Berra, American Baseball Great

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