Beyond CSR: What Disneynature’s Bears can teach us about cause-related marketing

Beyond CSR: What Disneynature’s Bears can teach us about cause-related marketing

Pretty much everyone knows the importance and benefits of corporate social responsibility (CSR) these days, and for companies around the world, it’s become an everyday part of business and, indeed, part of their identity. Back in January, Shelton Insights looked at a couple of “brilliant” CSR initiatives that demonstrated how a company really can do well by doing good, particularly if they link their philanthropic activities to their core business.

This week, we take that thought a step further by looking at an example of cause-related marketing (CRM) to see how it can have an even more direct and immediate effect on your company’s bottom line. While CRM may have evolved from CSR, it is not the same thing and goes well beyond simply publicizing the writing of a check to a charity. It’s a carefully developed strategic alliance with a non-profit organization, and even more than CSR activities, it can influence purchase decisions – like which movie to take the kids to.

The recent release of Bears, Disneynature’s latest film, came with a pledge from the Disney Worldwide Conservation Fund to donate $0.20 to the National Parks Foundation for every ticket sold during opening week, and more promised from the sales of Bears-related products. The Bears opening coincided not only with Earth Day, but also with National Parks Week and Easter, which made the timing rather perfect. Unfortunately, it had some strong, family-friendly competition, so at $4.77 million, the first weekend box office was perhaps less than hoped for. Even so, it looks like the National Parks Foundation could come away with more than $100,000 dollars.

Obviously, this is a very good thing for our national parks, but what does it do for Disney, and what could this kind of CRM do for your company?

Done right – and it appears that Disney has – a CRM initiative is a win-win. The cause makes some money and the company gets a gold star in the eyes of the public. They both get a boost in public awareness, and they both benefit from what can be some pretty extensive free publicity in the form of earned media. In the case of Bears, Disney also benefits from the many national park websites that have promoted the movie. The partnership was mentioned in most of the movie’s reviews and in many educational, family-centric and nature-centric websites, not to mention dozens of blogs and social media postings.

Bears is not the first Disneynature film that’s benefited from a cause while the cause benefited from it: Four previous Disneynature movies were released with donations tied to opening-week attendance and product sales. Each time, the money raised went to a conservation effort that was directly related to the movie, and it seems clear that these Disneynature partnerships have worked particularly well because of the close link between the film and the cause.

Data supporting the effectiveness of CSR and CRM abounds. In Shelton’s Eco Pulse 2013, we asked, “How much (if any) do a company’s nonprofit partnerships and donations impact your decision whether to buy its products or services?” We found that one-third of our respondents said these CSR activities had somewhat to very much impact on their purchase decision. It’s also worth noting that a 2013 worldwide Nielsen study found that earned media, especially in its word-of-mouth form, is a highly trusted source of information and is the channel most likely to stimulate consumers to action.

Whatever other CSR activities your company undertakes, try to make sure it doesn’t always just write a check to some worthy organization. Encourage a real partnership with a cause that resonates both with your customer base and your company’s mission. As Chris Rosica, author of The Business of Cause Marketing, put it, CRM “is a way to merge a company’s profit center with its ‘passion center.’” The rewards are potentially great. You’ll gain a leg up over your competition, earn customer loyalty and media attention, and increase brand awareness – and sales.

About the Author

Lyn Meany

Lyn Meany

Lyn conceptualizes and develops compelling content for a variety of clients, including CertainTeed Insulation and PowerSecure. She excels in both the technical and creative aspects of her work. Before joining us, she served as director of marketing at a leading scientific publisher, which was right up her alley – she holds a degree in physics.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

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Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

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Matt Brass

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Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.