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Cause Related Marketing Guidelines

Thank you for your interest in supporting the Morris Animal Foundation.  Below are tips to help you determine if a cause-related marketing (CRM) promotion with Morris Animal Foundation will meet your business objectives.  If your organization and promotion meet the criteria below, please complete the form at the bottom of this section.

Examples of CRM Promotions:

  • Percentage of product sales
  • Consumer call to action
  • Interactive experience
  • Activation – sponsorship extension

Benefits gained for a Corporation by having a CRM Partnership:

  • Increased marketing and/or sells of a product or service
  • Receiving community recognition for support of cause or issue
  • Corporate identification with the cause
  • Ability to reach clients/consumers
  • Business connections that might be gained through association with a respected non-profit and cause
  • Establishment or enhancement of an image as a caring employer among employees and consumers

Effective Corporate/ CRM Partnerships:

  • Select partners carefully
  • Commitment to the cause must be authentic
  • Establish clear objectives
  • Measurement is important
  • Communicate the alliance
  • Transparency
  • Full disclosure to the consumer
  • Partnership must be actively managed

Criteria for considering a CRM Promotion with a company when using Morris Animal Foundation’s name and marks to market a program:

  • Companies should be in business for at least one year
  • All product sales and require 10% of retail.
  • All product sales promotions require a minimum guaranteed amount
    • Yearlong promotion:  Use of Morris Animal Foundation name and marks, minimum guarantee of $10,000
    • 6 Months promotion:  Use of Morris Animal Foundation name and marks, minimum guarantee of $5,000
    • Short term promotion:  Use of Morris Animal Foundation name and marks, minimum guarantee of $2,500

Other considerations for CRM promotions:
If a promotion is such that a percentage of a sale goes back to “a charity selected by a consumer” at the time of sale, a smaller percentage (> then 10%) will be considered. Morris Animal Foundation’s name and marks are NOT be utilized and no benefits will be offered.

If a CRM promotion is part of a larger sponsorship or activation of a sponsorship, guaranteed amount and benefits will be in line with the larger sponsorship.

Limitations:

  • Morris Animal Foundation does not have the ability to sell or distribute products for our partners. However Morris Animal Foundation may publicly acknowledge its corporate partners. Because of our non-profit status, we cannot advertise for our partners or promote our partners or promote our partners’ products and services. 
  • Morris Animal Foundation cannot agree to sell, loan or distribute its mailing list or e-mail addresses to third parties.
  • Morris Animal Foundation is unable to secure celebrities for promotional purposes.

Promotional Benefits:
Morris Animal Foundation promotional avenues to promote the CRM partnership to its follower and constituents.  The profit organization supporting the program should be willing to do the major advertising and promotion for the program to ensure its success.

Promotions with a $10,000 guarantee:

  • Listed on special section of website
  • Social Media promotion (#TBD)
  • Promotion in select Morris Animal Communications

Promotions with a $5,000 guarantee:

  • Listed on special section of website
  • Social Media promotion (#TBD)

Promotion with a $2,500 guarantee:

  • Listed on special section of website
  • Social Media  promotion (#TBD) 

Number of Social Media promotional will be based on programs and level of financial commitment.

 

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