Sustaining the Brand After the Quake
Advanced Account Planning
Manu Aggarwal, Meghan Bazaman, Jen Burkey Megan Turner, and Annie Winsett May 4, 2010
Contents Executive Summary
Giving by Living
Giving by Living Week
Measurement/Evaluation 9 Sources
Executive Summary The magnitude seven earthquake in Haiti has caused a devastating amount of damage to the region. In an effort to rebuild and provide support, action must be taken. Many organizations have responded quickly by raising funds and initiating relief projects. However, there are many problems with creating mindshare for Haiti that is organized, sustainable, and meaningful for potential donors. In determining a target audience of potential supporters of disaster relief for Haiti, profiles that take into account varying levels of compassion, motivation, commitment, and involvement are needed. Four types of donors are identified; the unmoved, fiscal feel goods, money for meaning, and the ambassadors. The campaign strategy suggested will target the money for meaning segment. The campaign strategy suggested will entail a Haiti retail and restaurant week called Giving by Living. The insights motivating this campaign include creating a personal connection with donors and meeting individuals at their specific level of involvement. The campaign will also focus on creating an event with an online tie in to create support and awareness for the disaster in Haiti. This will be a national event that takes place annually.
Problem Statement For the recent disaster in Haiti there are multiple problems that should be addressed. First, as both time passes and new disasters occur, the situation in Haiti losses mindshare and relevancy. Multiple causes, nonprofit organizations, and support groups are competing for aid and awareness. This also creates a significant amount of fragmentation in selecting which organization or cause to support. Therefore, campaign strategies must include a way in which to keep Haiti at top of mind and personally relevant. In addition, donors have evolving demands.They are more likely to support causes that are personally relevant. Adding a meaningful or personal component to giving can help evoke deeper feelings. Giving the disaster in Haiti a relevant attachment to donor lives would be beneficial. Another problem that occurs is that donors demand more accountability, wanting control over where their money is going. They would like to see their donations go to more specific causes or projects that are quantified. Updates, return-on-investment, and impact are important forms of validation for donors. Furthermore, donating has become transactional. It is often not meant for long-term sustainability, but rather short-term or immediate need based fundraising. The problems facing aid for Haiti lies in creating a program that is sustainable, trackable, social, and personally relevant for donors.
Increase Haiti mindshare during off-peak times of the year.
Contribute funds to Haiti using project based program.
Allow donors to track their contributions and allocate their individual contributions to Haiti need-based projects.
Provide a virtual space for individuals wanting to track Haiti’s reconstruction progress.
Enable consumers to support the Haiti cause without disrupting their day-to-day lives.
Research Insights Secondary Research Throughout the planning of our campaign for Haiti, we investigated several areas of existing research to aid in the campaign’s development and overall messaging. We initially focused a great deal of attention on Haiti’s background and history in order to determine exactly how and to what extent the recent earthquake has impacted the country. We next looked into what other Haiti disaster relief initiatives were currently doing across the country from various parties and organizations, concluding that despite the plethora of disaster relief efforts for Haiti already being implemented, a vast majority of these endeavors are thinking of fundraising from a short-term perspective, rather than in the long-term, sustainable way. Lastly, we drew some important conclusions from Mintel reports on charitable giving and supporting causes. This secondary research helped us come up with potential directions and make sense of the primary research we conducted. For further description of important findings see the summary in the “Appendix.”
Primary Research TIn order to better acquaint ourselves with the general trends in supporting causes such as the Haiti disaster relief we conducted an online survey. This format was chosen for the variety of questions that could be asked and the number of people that could be reached. The topics covered in the questionnaire were designed to collect information about how and why people provide their support for a cause as well as how they learn about them. The focus was then directed more specifically toward Haiti to identify sentiment toward this most recent natural disaster has turned into a cause in need of support. This area polled respondents on their interest in supporting the country’s recovery and ways in which the need could be kept relevant to their lives. Many of the insights drawn from the responses of our survey served to confirm and expand upon secondary research findings about charitable causes. A summary of the survey results can be found in the “Appendix.” Other areas of primary research involved investigating and confirming the viability of potential campaign recommendations. Detailed description of those is provided in their corresponding sections.
Segmentation Willingness to donate or give can be a complex and multifaceted subject. There are often different or fluctuating levels of involvement, motivation, and action at play. It is helpful to segment and profile the target audience of donors to better understand how and to whom message strategy will be directed. The target audience of potential supporters or donors can by divided into the following segments: Segments:
This group of individuals is uninterested in supporting a cause or organization. They are often annoyed by the bombardment of multiple and fragmented cause campaigns. The Unmoved would only be persuaded to donate if given a highly personal or emotional element. For example, a close friend was killed by the recent earthquake in Haiti.
Fiscal Feel Goods
This segment prefers to support a cause monetarily. They are more compassionate than the unmoved, but are low in involvement. A monetary donation provides members of this group with an adequate sense of fulfillment. However, they are reluctant to exhaust further resources like time and in-kind support.
Money for Meaning
This group of individuals has a higher level of compassion and involvement. While they are still reluctant to volunteer or even travel to Haiti to give aid, they actively seek out more meaningful ways in which to give back. The Money for Meaning group would prefer to observe how their donations are helping. They are also more social and prefer two-way communication. Sharing with friends, coworkers, and family members motivates this group to donate.
This group exhibits the highest level of compassion and involvement. They feel such a meaningful and personal connection with the cause, that they will take action in providing aid. The Ambassadors need little to no persuading to support a cause. They are highly self motivated to disrupt their daily lives and take action in providing aid to Haiti.
Target Money for Meaning The target audience segment toward which the Giving by Living campaign strategy will be directed is the Money for Meaning group. The groupâ€™s willingness to give monetary donations to a cause and share their support has a significant amount of potential. Targeting this group as they go about their daily lives makes giving to Haiti easy. As an added benefit, these donors would be able to monitor their efforts. They would be able to share and track how they are helping out. This creates the transition away from merely transactional and toward a more meaningfully connected way to help Haiti.
Positioning Statement â€œTo compassionate Americans who want to support Haiti, Giving by Living is the relief program that keeps mindshare on Haiti long-term because of the ability to donate to a specific project and receive updates on its progress.â€?
Creative Brief Product: Haiti relief strategy Key Issue: As each day passes from January 12, the challenge of keeping American mindshare on Haiti relief grows more and more difficult. The Promise: Our Haiti relief strategy will offer people the option to continually support Haiti without disrupting their day to day lives and will provide options per degree of desired engagement. The Support: Personal relevancy is leading reason for choosing to support a cause, followed by ability to get involved and immediacy of impact. Our Competition: Other Haiti relief organizations: Red Cross, UNICEF, Bush-Clinton Fund and more. Other national disasters and global events. Target Consumer: Who are we talking to? American consumers with a disposable income that enables them to give back to charity. Their motivations range from the gratification of giving back to an extreme dedication to supporting charitable causes. Mindset: Our target wants to help but has limited time and money resources. Although they donâ€™t mind donating money, they prefer to be engaged with the project over a long-term period. They enjoy the social, fun aspect of social causes and appreciate organizations and causes that fit into their normal lives. Desired Behavior: Our target will be drawn to small, easy opportunities to make big change. They will also appreciate the opportunity to track their contributions and support the projects of their choosing. Mandatories: Digital media, mobile, social media, tracking options. Tone & Manner: Approachable and inviting without instilling a sense of obligation
Giving by Living Millions of individuals are interested in helping others by donating or volunteering in some way. They are interested in participating in the well-being of their communities, their country, and the world overall. However, donors tend to invest the most time and money in organizations towards which they feel the greatest sense of personal connection and involvement (Olberding, 2010). In order for individuals to see the recent disaster in Haiti as relevant to their everyday lives, giving back must be made easy and convenient. Another significant insight we identified is that donors desire a greater connection with the people served. Rather than giving to a large organization, they’d rather give directly to the recipient. Therefore, there is a need to clearly specify where aid is going and how it is helping. Donors are also often frustrated by a lack of accountability and an absence of clear results when contributing to large organizations (Olberding, 2010). Tracking the impact of their individual donation would be a valuable element to incorporate. The Giving by Living strategy will offer the best solution to the evolving needs of donors while keeping the disaster in Haiti personally relevant. It is made up of of several ways to make a small contribution to the Haiti disaster relief effort without greatly disrupting one’s daily life. The concept of Giving by Living is exactly that; individuals do things they are already doing such as shopping or dining out and these activities contribute to their overall donation. Specific executions of this strategy will allow these activities of life to be tracked, donations allocated to specific projects and then informed on progress. By giving the public the opportunity to participate in the events and other elements of the Giving by Living strategy, our campaign looks to a sustainable, personally relevant outlet for Haiti’s enduring need. Rewards Card The Giving by Living campaign will involve a card similar to the rewards card concept. At the first restaurant or Macy’s store people visit they will be offered a Haiti Giving by Living card. This card will be scanned at each location and then track the amount each individual spends. They can then go online and create a user account, entering the code on their card. On the account they will be able to see the amount they spent at Macy’s and participating restaurants, and the 10% that they have to allocate to various projects. On the website they can choose which projects to contribute to and then receive updates on the progress of that particular donation. If they forget their card or don’t choose to allocate the amount by six months after the retail and restaurant week events, it will then it will be equally divided among the projects yet to be completed. This unites the three executions of our strategy and gives people a way to specify where their funds go and be updated on the progress. Website Strategy A specific advantage of the Giving by Living campaign is that it allows individuals the option to choose to support a cause or need that is relevant to them in Haiti. Through the website donors will have a clear picture of how and where their money is going. Giving options will be modeled after The Huffington Post’s online giving portal called “the goods.” On the site, donors have the option to choose which organization they will be supporting. The site also specifies where money will be funneled and how it is helping. For example, donors can buy safety shelter kits or first aid kits. There are a variety of ways to give support. Web development will also follow the model of the site “Citizen Effect” and “Globalgiving.” These sites allows donors to track and see the amount of impact they have made with their donations. For example, giving $10.00 provides five meals or five bottles of water. The sites also give a number of the lives impacted by the amount of aid raised. This component adds accountability because donors can observe where their aid is going and track progress toward meeting a specific goal. In addition, the model sets monetary goals for the
for the amount of aid needed. This gives donors an incentive to reach the goal created and support a cause or project that is most relevant to their personal needs. An option to share via social media networking sites (Facebook, Twitter, MySpace, and Linkedin) is included as well. This provides the target audience an outlet to share how they’ve supported a cause and receive feedback from their friends, family members, and coworkers. Given varying levels of interest, commitment, and involvement in supporting Haiti, the website will also include time sensitive reports as well as news and updates of the current situation. Tufts University’s website for the earthquake in Haiti provides a good model for producing current calls for aid, a means of sharing information, and news updates. All in all, the proposed website design will incorporate the most advantageous aspects of each: specificity of choosing projects, accountability in the ability to track and see progress, and immediacy in up-to-date reports.
Giving by Living Week Haiti Retail Weekend Haiti Retail Weekend will kick off the Giving by Living program the weekend of April 15, 2011. The selection of a weekend in April will serve to focus attention on Haiti during a time of year when mindshare will be on the decline. The Giving by Living program will partner with Macy’s department stores to implement a Shop for a Cause weekend. Since the opening of their first store nearly 150 years ago, Macy’s, the largest retail brand of Macy’s Inc., has become a world renowned American icon, reflecting the spirit and values of its people. With corporate offices in Cincinnati and New York, Macy’s is one of the nation’s premier retailers, delivering fashion and affordable luxury to customers in more than 800 locations and with fiscal 2008 sales totaling $24.9 billion. Known for sponsoring epic events, such as their Macy’s Thanksgiving Day Parade and Macy’s Fourth of July Fireworks show, the company is also heavily committed to giving back to the community and making a difference in the lives of those in need. Contributions from the company and the Macy’s Foundation, as well as employee contributions through workplace giving campaigns and customer contributions through our signature giving programs, totaled more than $76.6 million in 2008, while company totaled approximately $31.5 million to nearly 5,000 various nonprofit organizations in the same year. Furthermore, cause-related marketing campaigns conducted by Macy’s in the last year have raised record amounts of funds for nationwide organizations and causes. At the cornerstone of Macy’s charitable endeavors are the company’s signature “Give Back” opportunities that are held in store throughout the year. Through the program, Macy’s enables their loyal customers to make a difference in the lives by participating in the company’s efforts to raise awareness and findings for various benefit charities, foundations, and communities. In particular, Macy’s ‘Shop For A Cause’ nationwide event represents just one of the many largely successful initiatives Macy implements throughout the year, raising over $28 million since the program debuted in 2006. In 2009 alone, the event raised over …, and nearly $9.1 million for local, regional and national nonprofit organizations across the United States. On the one-day shopping event, Macy’s customers have the opportunity to participate in a unique shopping experience including discounts, entertainment, special events, and the opportunity to win thousands of dollars worth of prizes.
Designed to raise awareness and support for local and regional nonprofit organizations across the U.S., through “Shop for a cause” events, Macy’s donates shopping passes to participating charities in all of its markets across the country. The shopping passes are then sold by the charitable organizations for $5 each in the weeks leading up to the event, with the organizations keeping 100% of the profits from the sale of the shopping passes. Shopping pass holders can then redeem their passes at any Macy’s store or on their website during the event’s designated days, and receive 20-25% off most merchandise. By purchasing the shopping passes, customers can support causes that are particularly important to them, while enjoying a day full of extraordinary discounts and events throughout the store. The Giving by Living rewards card will be available at all of the 850 Macy’s locations. Consumers who make purchases with the Giving by Living rewards card will receive 20% off of their purchases, with 10% of total Giving by Living purchases benefitting Haiti relief. Following making a purchase, consumers can enter the tracking code on the rewards code into the Giving by Living website to track their contributions and allocate their funds toward specific projects. The rewards cards can be retained for future Giving by Living opportunities available during Haiti Restaurant Week. Haiti Restaurant Week Haiti Restaurant Week will consist of an annual event around the country in which 5% of all money raised in participating restaurants will be donated to the relief and recovery effort in Haiti. Eateries around town in each of the chosen cities will offer a special prix fixe menu for a four day period each year. Although pricing will depend upon the participating market, the typical Restaurant Week lunch would cost $15-20 and dinner $25-40. Often these meals consist of several courses. While the items featured will be different than the restaurant’s usual fare, they will still serve to represent the chef and the type of food typically offered. We conducted brief phone interviews of restaurant managers regarding their location’s participation in existing Restaurant Weeks. These individuals talked about each business’s experience with that type of event and the response garnered in the past. Comments were generally positive, stating that Restaurant Week in their city increased traffic, brought in a lot of new customers and offered an opportunity to showcase local products and cuisine. Additionally, we discussed the charitable element of such an event, as some have donated a percentage of the proceeds to a cause. These mini interviews provided backing for our decision to model on existing Restaurant Weeks and the opportunity for a portion of money collected to go to the Haiti relief effort. These events will be designed to stimulate restaurant traffic and give new consumers the opportunity to try a nice place they may have avoided for financial reasons. Because the chef varies the menu, showcasing their creative culinary ability, regular customers have the chance to try something new as well. Participating restaurants still provide their normal menu from which part of the revenue will undoubtedly be drawn. At the conclusion of the two week period, the aforementioned 10% of each restaurants’ total sales will be collected for the Haiti Giving by Living fund. The first time customers visit a restaurant they will be offered a Giving by Living card. As noted above, this card will be kept and scanned at both participating restaurants and Macy’s stores to track how much each individual contributes to the overall total collected. Not all consumers will be drawn to the charitable aspect of these events, however, contributing to Haiti does have certain appeal. Similar events throughout the country in large and small cities alike, as reflected in our interviews and online, have experienced great popularity and demonstrated the viability of using these promotions to continually raise money for charitable reasons.
Media To execute the Giving by Living strategy and its various components a variety of media channels will be used. The recommended mix incorporates one traditional element, PR, with an emphasis on nontraditional and digital. The benefits of focusing the majority of media efforts in digital outlets range from cost efficiency to timeliness and immediacy. Additionally we hope to capitalize on the ever-increasing popularity of the Internet, mobile technology and the numerous social media vehicles. We think media coverage, whether in traditional or digital outlets, would be value added, so Public Relations efforts such as periodic press releases should be used to launch and introduce the “Giving by Living” campaign events. These events, both the Macy’s “Shop for a Cause” Retail Weekend and Restaurant Week benefiting Haiti will in and of themselves be the nontraditional arms of the proposed campaign. Examples of potential collateral to support these events and Giving by Living overall would be branded reusable shopping bags and restaurant to-go sacks, and stickers, stamps or buttons. The number and extent of collateral developed will be dependent upon end budget and the willingness of Macy’s to contribute to the cost. In our online survey we found that individuals are as interested in spreading awareness about the cause they support as actually donating time and money toward those causes. Thus, in addition to a Website intended to serve as a home base for the Giving by Living campaign, we recommend interacting with the target through Twitter and Facebook. These social networks have been chosen not only for their popularity, but also as was also found in our survey, people are much more likely to learn about causes through their friends, family and social media connections as a traditional news source. Much of the communication about this campaign is meant to come virally as people follow, friend and share their support. Mobile technology and smart phone ownership has been steadily increasing recently. Therefore, an extension of the website will be provided in the form of a Mobile Application. This app will support both the other digital areas of the campaign and the nontraditional events. It will offer a way for people to “purchase” goods for Haiti relief much as is done on the proposed website. Updates and tracking of progress, things commonly cited as desirable by the respondents of our survey, will also be accessible on these phones. In support of the events, the app will provide a locating feature, showing the nearest Macy’s and participating restaurants as well as links to their special menus and any daily deals.
The first phase of the Giving by Living campaign will begin with development of the various digital media outlets: Website, Mobile Application and Social Media accounts (Twitter, Facebook). It is recommended that 6 months be devoted to development and piloting to ensure the site and other elements run as they should (Note, only 4 months of the first phase are shown). This phase is set to start June 1st, 2010 and run through the end of the year. Launch & Pre-Event Promotion January 1st, 2011 marks the launch of all the digital outlets, at that point now fully developed and ready to be introduced to the public. During this phase the Giving by Living campaign will be promoted as a way to support Haiti disaster relief. In order to advertise the Macy’s “Shop for a Cause” Retail Weekend and Restaurant Week benefiting Haiti we recommend the use of press releases to inform the public about the events as well as online social media promotion. Both the Giving by Living Twitter account and Facebook page will begin offering content related to the campaign and soliciting followers or fans/likes. As the number of connections increases, these outlets will increase their offerings and communication to maintain engagement up until and through the events. Events & Post-Event Advertising The first annual Macy’s “Shop for a Cause” Retail Weekend is planned for Sunday April 17th, 2011. Restaurant Week will kick off that day and run through Thursday of that week, April 18th, 19th and 20th. As the Retail Weekend and Restaurant Week near their end, promotion will thank shoppers and diners for their participation and remind them of the next event the following year. Direct, active communication will then taper off slowly as not to withdraw interaction too hastily. It is recommended that pre-event promotion begin again three months before the events the following year, as they are meant to be an annual tradition.
Measurement/Evaluation A compelling part of our strategy is its inherent measureable component. We plan to measure the success of our campaign not just in money raised, but also with analytics on our website including unique visitors, engagement (time on website), referrals and bounce rate. We will also measure the number of mobile application downloads, fans on Facebook and followers on Twitter. Important partners in our strategy are the restaurants who decide to participate in Restaurant Week. We envision signing more restaurant partners every year as our campaign grows. Finally, we hope our unique idea will generate press hits so people can read about the exciting way we are tackling this immense challenge.
Macy’s Inc. (2009). Focused on the consumer. 2009 Annual Report. http://www.macysinc.com/investors/vote/2010_ar.pdf Macy’s Inc. (2009). Helping our customers give back. http://www.macysinc.com/investors/vote/2009_factbook.pdf Charities of Choice US. (2009). Retrieved March, 2010, from Mintel Group database.
Olberding, J., & Williams, L. B. (April 2010). The New Nonprofit. In Building Strong Nonprofits: New Strategies for Growth and Sustainability. (pp. 35-54). The Huffington Post “The Goods.” https://store.causecast.org/huffingtonpost/ Citizen Effect http://www.citizeneffect.org/ Tufts University Haiti Earthquake 2010. http://haiti.ushahidi.com/main
The research we conducted in several secondary sources presented us with a number of findings that we thought might pertain to the campaign we develop. Some of the key issues discovered were: given Haiti’s poverty and lack of resources before the earthquake, the repercussions of the recent disaster are going to significantly affect the country for decades to come. This signified to us that the development of a sustainable, long-term disaster relief effort is crucial for Haiti’s eventual recovery. Furthermore, given Haiti’s economic situation before the earthquake and the fact that the country’s full recovery will likely take decades to accomplish, it became evident that there remains a dire need to think of Haiti’s disaster relief from a sustainable perspective. This calls for allocating a continually high level of attention and visibility to that recent disaster. However, we also discovered through our research that mindshare for Haiti’s recent disaster is decreasing at rapid rates, which may be due to a couple of factors. One being that media coverage for the disaster is not as prevalent in comparison to other natural disasters, such as the Hurricane Katrina disaster in New Orleans in 2004. We found that this lack of news coverage on Haiti was resulting in the development of an out-of-sight, out-of-mind mentality. And since a majority of charitable donations in the U.S. come from individuals, it became clear that we needed to develop a way to keep Haiti recent and top of mind in donors minds.
Total Donations in Billions (current dollars) 2007 $306.4 2008 (est.) $309.7 2009 (fore.) $302.6 Source: Mintel Report “Charities of Choice – U.S. – March 2009” Further crucial findings were determined through our research on charitable giving. First, we found that the most powerful source of communication for charities is word-of-mouth. In a research study conducted by Mintel Insights in 2009, over 43% of the respondents surveyed stated that they learned about a charity from either a family member or friend. Thus, we concluded that the use of social networks is key in the dissemination of charitable, causerelated information. In addition to the significance of promoting positive word-of-mouth for charitable causes, we also discovered that people who donate like to be well-informed and frequently updated on the progress or results of their charitable donation. In the same research study it was found that over 84% of the respondents stated that they want continual communication from the causes they support; persistence and frequency of communication is very important to them.
Survey Summary Insights Respondents appear as interested in sharing their support and involvement with others as actually donating money and time. For causes they support - 59% Spread Awareness - 61% Donate Money - 65% Volunteer Time Support Preferences - Personal relevancy is leading reason for choosing to support a cause, followed by ability to get involved and immediacy of impact. - When there are only two options, volunteering to “get things done” is preferred to simply donating money (79% v. 21%). - Individuals were more likely to continually support a cause they believe in (78% v. 22%). Reasons for continued support - One’s beliefs - Personal relevancy - Past support experiences - Working with others - Feeling and/or seeing the difference made - Persistence of need - Personal sense of commitment - There is an important social element to supporting a cause. - People mainly learn about causes through their friends and family. - Moreover, they are overwhelmingly more likely to participate if their friends or family do as well (95% v. 5%). - Individuals prefer to contribute to a cause sponsored by a non-profit or faith based organization than a corporation or the government. Haiti - Those that donated to the Haiti relief effort did so mainly for the following reasons: - Ease and accessibility - The extent of need greater than their own - Real stories and imagery in the News - Respondents were more likely to donate if they knew where their money went (85% v. 15% didn’t need to know). - They were also more likely if they were to receive updates on the use of their donation in the recovery process (71% v. 29%). Suggestions for continued support - Maintain awareness - Convenient ways to make a contribution - Accountability – seeing what the money goes to - Progress updates - Compelling imagery Sample Considerations - Facebook was the most popular social network. - Respondents were mainly female (78%, 22% male). - Also, the sample was mostly composed of young adults.
Thank You! Contact Information Manu Aggarwal firstname.lastname@example.org Meghan Bazaman email@example.com Jen Burkey firstname.lastname@example.org Megan Turner email@example.com Annie Winsett firstname.lastname@example.org