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Art of Cause Marketing - how to use advertising to change personal behavior and public policy

by Richard Earle  2000     Notes/overview by Henry Lahore  added 12/28/00

This book describes how nonprofit organizations can present their causes to the public via advertising.

In 1996 the requirement that every broadcast media allocate some of its advertising space to public service announcements (PSA)  was discontinued in the US. (pg 144).  Currently much of the free advertising is given on TV and Radio from 11PM to 6AM, on billboards in side streets, in the back of magazines, in fallow times such as after Christmas, etc.

One must be sure that a pure PSA is entertaining or has a gripping message.  The sponsoring media does not want to bore its audience. (pg 149).  The Advertising Council should be contacted for any national PSA or NCSA (non-commercial sustaining announcement) advertising.  Often the advertisement will be created pro-bono but the time/space will have to be at least partially paid for. In some cases the nonprofit organization will pay a media organization which will in turn have it's members contribute time/space.  (pg 149)

He mentions Corporate Cause-Related Marketing on pg 160-162
It consists of co-sponsorship of fund-raising and image-building events or media advertising.
Time magazine estimates that over $500 million a year is spent for the right to sponsor various social programs.

Sometimes The Indirect Approach is needed (pg 247-249)
The direct approach to the target may not be the best.  
Examples include mothers against drunk driving, addictions to gambling, etc.
Skyaid may need to appeal to family and loved ones, rather than a person who may deny that he/she may have a stroke, heart attack, etc.

WEB

"Tasteful limited use of motion, animation, 3-D graphics and interesting links to other 'hot" sites can give off subtle signals that your are serious about your cause and are manned by professionals, not well-meaning amateurs.  However, just as with a good ad or commercial, simple is usually better.  (pg 158)

Susan MacMurchy offers the following advice to clients designing websites: on page 158 of the book

• Design your site to draw people deeper into it once they have logged on. For example, you can place a teaser page (sometimes called a "splash page") ahead of the home page. This teaser should be as interesting and motivating as a good headline for a print ad.
• Since your site is a way for interested parties to find out about you before they reveal themselves, prepare it as thoughtfully as you would an annual report.
• To ensure repeat visits, regularly update your site. Unlike an ad or commercial that you can walk away from once it's trafficked, your site needs constant care and attention. Constantly changing promotions, cross-promotions with other sites, premiums and gifts, and recipes or helpful hints will keep the hits coming. Design your site to draw visitors back repeatedly and to inspire them to explore, buy, or donate while they're there. Web designers call this making your website "sticky."
• A regularly updated news ticker across the bottom of the page can keep the public informed about your cause’s activities. You should also include a file of all your organization's press releases, and news stories or links to press sites with information related to your cause.
• Be sure your site is easy to access and loads quickly. Don't include so many intricate graphics and photographs that your site visitor loses patience staring at blank pages.
• Make the site easy to navigate. It should be well organized so visitors can logically get to the areas they want or link to other sites.
• Every graphic and section of copy should be consistent with the image advertising you are doing off the Web. Visitors must know that this is truly you, not some similar sounding group or copycat with less worthy motives.

Principal Ideas or desired actions: (pg 245)
•   listen to us
•   think well of us
•   give money
•   think before you hurt your environment
•   volunteer
•   get involved
•   support change
•   vote
•   act
•   think before you act
•   warn your friends or loved ones before they act dangerously
•   help your friends or loved ones get help
•   talk to your doctor
•   talk to your kids
•   stay strong
•   think about your actions and beliefs
•   think about the consequences of your actions
•   think about how your beliefs can impact others
•   care about consequences
•   make a resolution
•   open your mind
•   open your heart
•   teach, mentor
There are some actions and reactions we don't desire:
•   think we're stupid or out of it
•   keep on doing risky things
•   ignore what we say
•   do the opposite of what we say

Fundamentals (pg 251)
Keep it simple. Be clear.  Limit the number of ideas
Grab them early
Consider problem/solution
Dramatize your benefit
Casting: the key
Ask for the order! Pick a memorable domain name and keep it there long enough to be remembered
Speak with one voice.  Make sure all elements (logo, typeface, theme line) are common

The author has his favorite 10 marketing campaigns. The first one is Yul Brynner on Cancer

Another possible book:
Cause Related Marketing : Who Cares Wins by Sue Adkins  Feb 2000