Doing Well by Doing GoodEach year the Cause Marketing Forum honors businesses and nonprofits for crafting programs that payfinancial and social dividends. Here we celebrate the winners of the 2011 Cause Marketing Halo Awards.
Cause Marketing Golden Halo Award HonoreesThis year the Cause Marketing Forum bestows its highest honor on these industry leaders.
In 2000, Bronx high school
teacher Charles Best launched
DonorsChoose.org to enable
individuals to connect directly
with classrooms in need.
Public school teachers post classroom project requests (such as pencils for a poetry
writing unit or microscope slides for a biology class) at DonorsChoose.org. Donors
browse the lists of classroom needs, give any amount and hear back from the class they
helped with photographs, thank-you letters and a cost report showing how every dollar
was spent.
In 2006, DonorsChoose.org developed a string of technology and marketing break-
throughs that have empowered corporate partners to engage millions of people in
support of public school teachers and their students.
Companies have used DonorsChoose.org gift cards to give their customers the ex-
perience of supporting classrooms in need. Retailer Crate and Barrel, for example, has
distributed more than 1 million gift cards to its customers and experienced growth in
sales, customer engagement and brand loyalty.
DonorsChoose.org’s application programming interface allows business partners to
leverage the organization’s online program platform to create their own cause market-
ing programs.The first such program, Sonic Drive-In’s Limeades for Learning, engaged
teachers, students and parents to raise $1.35 million for classroom resources in commu-
nities across the country.
The expanding group of DonorsChoose.org corporate partners includes American
Express, Build-A-Bear Workshop, Chevron, Microsoft, U.S. Cellular and Yahoo!
For leading cause marketing into the digital age; for forging creative, high-tech, high-
touch partnerships with a diverse group of corporate partners; and for helping enrich
the classrooms of millions of students, the Cause Marketing Forum honors
DonorsChoose.org with the 2011 Cause Marketing Golden Halo Award for Nonprofits.
eBay, the first e-commerce company to win the
Cause Marketing Forum’s coveted Golden Halo,
is being honored for a program launched, like
CMF, in 2003: eBay Giving Works.
Giving Works makes it convenient for people
to raise money for their favorite causes on eBay
through several avenues: Sellers can donate a
percentage of anything they sell up to 100 per-
cent—and get that same percentage off their listing fees; buyers can add a donation to
any purchase; anyone can make an immediate cash donation; and nonprofits can sell
directly—with all fees waived—to raise funds.
It’s an outstanding example of a cause initiative that is deeply integrated into a com-
pany’s operations and that generates significant business and social dividends.
For example:
■ eBay buyers and sellers raised $54.8 million for nonprofits in 2010 and have generated
nearly $250 million in donations since the program’s inception.
■ Market research indicates the program is a boon to sellers. On average, buyers pay
2 percent to 6 percent more for items that benefit charity as indicated by displaying the
blue and yellow Giving Works ribbon.
■ Cause ties have attracted many new buyers and sellers to eBay over the years.
Giving Works is just one part of eBay’s Global Citizenship portfolio of programs,
which includes initiatives to enable the eBay community to sell and buy more sustain-
ably, a global marketplace for environmentally and socially responsible shopping, the
eBay Foundation and a microfinance organization.
For embedding giving into the world’s largest online marketplace, for sharing proof
that doing well and doing good can go hand in hand in cyberspace and for helping
thousands of nonprofits raise hundreds of millions of dollars, the Cause Marketing
Forum honors eBay with the 2011 Cause Marketing Golden Halo Award for Business.
THE BEST OF
CAUSE MARKETING GOLDEN HALO AWARD FOR NONPROFITS CAUSE MARKETING GOLDEN HALO AWARD FOR BUSINESS
Learn more at www.CauseMarketingForum.com
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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
Corporate social initiatives are
multiplying these days—in
fact, cause was the fastest
growing form of sponsorship
in 2010.
When company and cause
align, it’s a beautiful thing. But
experienced cause marketers
will tell you: It’s not easy.
The Cause Marketing Forum
provides the practical infor-
mation you need to avoid
headaches and create pro-
grams that generate social
and financial dividends.
CauseMarketingForum.com
is the place to go for the
how-to information, connec-
tions and training you need to
succeed.
SPECIAL OFFERCMF 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-
tering promo code TEL50 at
causemarketingforum.com/
membership
Connect with the CMF
Get our free newsletter
Join the CMFGroup
Follow @TweetCMF
BEST TRANSACTIONAL CAMPAIGN
GOLD: The Community TELUS TV Cam-
paign: TELUS and various local charities
�The 2010 Community TELUS TV cam-
paign contributed $100 to a local cause
for every new TELUS satellite or OPTIK TV
customer in 22 Canadian markets.
Guided by the TELUS “We give where we
live” philosophy, CTTV teamed up with
local charities in smaller communities
across the country where its donation
would have the largest impact. The cam-
paign drove sales 46 percent above fore-
cast levels, far exceeding performance in
other markets. Over 12 months, the CTTV
program donated $3.9 million Canadian
to charities and will expand to 16 new lo-
cations in 2011.
SILVER: Huddle to Fight Hunger: Kraft
Foods and Feeding America
BEST SOCIAL SERVICE OR EDUCATION
CAMPAIGN
GOLD: National Suit Drive: Men’s Wear-
house and multiple local nonprofits
focused on job readiness for disadvan-
taged men
�Facing a recession-depressed market
for clothing sales, Men’s Wearhouse dedi-
cated its paid advertising to promotional
offers in 2010. Its long-running “Men’s
BEST CAUSE MARKETING CAMPAIGN COMPETITION WINNERS
Passion makes anything possible We at eBay are honored to receive the 2011 Cause Marketing
Golden Halo Award for our charity fundraising program, eBay
Giving Works. We dedicate the award to eBay and PayPal users,
who have raised nearly $250 million for nonprofits.
We would also like to share our appreciation for eBay Inc.
employees and the millions of eBay and PayPal users around the
world for their creative use of our ecommerce platforms to make
the world better.
Thank You.
www.ebayinc.com/sustainability
Making it easy and convenient
for buyers and sellers to raise
millions of dollars for the causes
they care about.
Investing in innovation that
creates economic opportunity
and engaging employees in
serving their communities.
Inspiring eBay buyers and sellers
toward greener, smarter buying.
Providing a faster, safer way to
fundraise online.
Convening thousands of
environmentally and socially
responsible sellers and buyers.
Offering consumers an easy,
effective way to invest in the
world’s working poor.
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Wearhouse National Suit Drive” cam-
paign, built on a “donate clothing, re-
ceive a discount” offer, could only use PR
to generate attention and participation.
Mullen, its agency, attracted media cov-
erage with scantily-clad street teams
wearing “Give the Suit Off Your Back”
signs and with local outreach, sharing
success stories of past suit-drive recipi-
ents. The result: a big sales boost, more
than 250 million media impressions and
110,000 clothing donations.
SILVER: Kohl’s Cares $10 Million Con-
test, Kohl’s Department Stores and K-12
schools across the country
BEST HEALTH-RELATED
CAMPAIGN
GOLD: The Recovery Project: A&E Televi-
sion Network and Faces & Voices of Recov-
ery, National Council on Alcoholism and
Drug Dependence and Community Anti-
Drug Coalitions of America
�Inspired by the response to its Emmy-
winning series “Intervention” from view-
ers, addicts, families and treatment
professionals, A&E Television Network
created the Recovery Project, a national
multiplatform campaign to help break
the stigma of addiction and raise aware-
ness that recovery is possible. Boldly tak-
ing on this controversial topic without
being controversial, A&E joined with
strategic governmental and nonprofit or-
ganizations to sponsor an 11,000-partici-
pant National Recovery Month hub
event and more than 100 local events
around the country, led in coordination
with “Recovery Delegates” selected by
state agencies.
SILVER: Hyundai Gives Hope on Wheels:
September Childhood Can-
cer Awareness Initiative:
Hyundai Motor America
BEST MESSAGE-FOCUSED
CAMPAIGN
GOLD: National Conversa-
tion Drive: Liberty Mutual
and ITNAmerica
�Determining when an older
driver should no longer get
behind the wheel is a sensi-
tive topic. To encourage con-
versations between seniors
and their adult children, Lib-
erty Mutual launched the Na-
tional Conversation Drive.
Journalists and consumers
were invited to experience
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
Express launched the cam-
paign with TV spots on the
2010 Academy Awards broad-
cast featuring Yvon Chouinard,
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
In 2010 KRAFT FOODSdid some� ing special.
We executed our largest hunger relief campaign to date. Our goal
was to give 20 million meals to Feeding America and help those in need.
We are proud to say we accomplished it. But it wouldn’t have been possible
without your support. So thank you. Who knows what we can do this year.
Vis� KraftFightHunger.com for details.
©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.
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©2011 A&E Television Networks, LLC. All rights reserved. 0644
Real Life.Ch
ange
.
ONE SMALL STEP.ONE BIGCHANGE.
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 fi nd 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.
AA010506 5/24/11 12:40 PM Page 1
founder of Patagonia, and Geoffrey
Canada, founder of the Harlem Children’s
Zone, two people whose immense social
impacts started with small steps.
SILVER: Blue Water Project: Royal Bank
of Canada and Free the Children, Tides
Canada and the National Geographic
Society
BEST ENVIRONMENTAL OR
ANIMAL CAMPAIGN
GOLD: Blue Water Project: Royal Bank
of Canada and nonprofits that protect
watersheds and provide clean drinking
water
�In 2007, RBC adopted the cause of
water sustainability and created the RBC
Blue Water Project, a $50 million multi-
year global commitment to protect the
world’s most precious natural resource. In
2010, RBC felt it was time to share its
water initiatives with socially-minded
consumers and employees. A series of TV
spots and online videos explained that “it
takes more than a financial company to
protect fresh water” and showcased the
work of three of its grant recipients. Em-
ployees were engaged via social media
initiatives and a series of watershed
cleanup and educational events, includ-
ing the first RBC Blue Water Day.
SILVER: Hello Green Tomorrow: Avon
and the Nature Conservancy
BEST PRINT CREATIVE
GOLD: Child Hunger Ends Here:
ConAgra Foods and Feeding America
�Although ConAgra has partnered with
Feeding America to fight child hunger
since 1993, in 2010 it began to ask con-
sumers to get involved through its
brands. From March to May, ConAgra
made a seven-meal donation for every
purchase of a participating product and
encouraged consumers to fight hunger.
As part of an integrated campaign, full-
page newspaper ads were localized to
illustrate the child hunger problem in
each publication’s community.
SILVER: Bulgari for Children’s Educa-
tion: Bulgari and Save the Children
BEST EVENT MARKETING CAMPAIGN
GOLD: National Believe Day: Macy’s
and Make-A-Wish Foundation
�Macy’s nostalgic Christmas campaign
donates $1 to the Make-A-Wish Founda-
tion for each child’s letter to Santa
posted at Macy’s, up to $1 million. In
2010, Macy’s declared the second Friday
in December “National Believe Day.” It
gave an extra dollar for letters posted
that day and teamed up with Make-A-
Wish chapters to grant additional wishes
in 50 markets. A whopping 204,186 let-
ters were collected on National Believe
Day, a 611 percent increase over the prior
year, generating increased store traffic for
Macy’s and an additional donation for
the Make-A-Wish Foundation.
SILVER: National Conversation Drive:
Liberty Mutual and ITNAmerica
BEST DIGITAL MARKETING CAMPAIGN
GOLD: Our School Needs: Microsoft-
Bing and DonorsChoose.org
�To attract and retain users, Bing, Mi-
crosoft’s new search engine, chose kids’
education as its cause-related focus. With
DonorsChoose.org, Bing launched “Our
School Needs,” a six-week contest that in-
vited participants to describe online
what their school needed most and
compete for funding. During the voting
phase, the first 30,000 voters each day re-
ceived a $3 donation code to support a
classroom project via DonorsChoose.org.
Using social media as a means for mobi-
lizing consumers, OSN used new tactics
such as Twitter parties and blog tours.
The program converted 25 percent more
users to Bing than its marketing program
average and generated nearly $700,000
in contributions from Bing to fund school
projects in all 50 states.
SILVER: The Aviva Community Fund:
Aviva Canada
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
We would like to thank the Halo Awardsfor 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, visityoutube.com/rbcbluewaterproject ® Registered trademarks of Royal Bank of Canada. ™ Trademark of Royal Bank of Canada.
Banking | Wealth Management | Capital Markets | rbc.com
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