Conference Program

Wednesday, May 30

Thursday, May 31

Friday, June 1

PRE-CONFERENCE WORKSHOPS

OFFICIAL CONFERENCE EVENTS

POST CONFERENCE WORKSHOP

· CM101 for Nonprofits

· CM101 for Business

· Developing Your Cause Marketing Social Media Strategy

· Nonprofit Leadership Summit

·   Breakfast

·   Welcome

·   Opening Keynotes & Breakouts

·   Halo Awards Luncheon

·    Breakout Sessions & Powerful Discussions

· Cause Marketing 202 for Nonprofits

OFFICIAL CONFERENCE EVENTS

·   Closing Session

· Opening Breakout Sessions

· Opening Reception

· Opening Dinner

· 10th Birthday Bash

2012 Cause Marketing Forum Annual Conference Program

WEDNESDAY, MAY 30

PRE-CONFERENCE WORKSHOPS Separate fees apply

8:00 - 2:00

Cause Marketing 101 for Nonprofits

8:00 - 2:00

Cause Marketing 101 for Business

8:00 - 2:00

Developing Your Cause Marketing Social Media Strategy 

10:00 - 2:00

Nonprofit Leadership Summit

OFFICIAL CONFERENCE START

2:30-3:30

Breakout Sessions (Choose One of Three)                       

Cause Marketing Legal Update

With the New York State Attorney General requesting data from businesses and nonprofits engaged in breast cancer cause marketing, could 2012 be the year that state regulation intensifies?   Attorney Ed Chanksy of Greenberg Traurig analyzes that situation and other legal issues.

Ed Chansky, Of Counsel, Greenberg Traurig

The Science of Consumer Engagement and Social Change

Cause marketers frequently base campaigns not on the realities of the human psyche or on data, but on gut instincts that are often completely wrong. Network for Good COO Katya Andresen shares insights from brain science research and behavioral economics that will help you craft cause programs that grab and involve consumers.

Katya Andresen, COO, Network for Good

Unleash Your Cause Marketing Creativity

During his storied marketing career, Bob Thacker has excelled at generating breakout ideas. Learn to dream up and implement attention-grabbing, effective cause programs from the creator of OfficeMax’s award-winning “A Day Made Better” campaign that each year simultaneously surprises 1,000 teachers with gifts of school supplies.

Bob Thacker, Adopt-a-Classroom

3:30-4:30

Breakout Sessions (Choose One of Three)                       

Nonprofits: Increase Your Cause Marketing Power

To succeed, nonprofits must continually improve their corporate alliance offerings. For Momentum President Mollye Rhea shares effectiveness-boosting strategies for veterans and newcomers. Rebuilding Together VP of Marketing and Communications Cynthia Woodruff and Oxfam America New Business Manager Kit Manning bring those ideas to life with case studies.

Mollye Rhea, President, For Momentum

Cynthia Woodruff, VP, Marketing & Communications, Rebuilding Together

Kit Manning, New Business Development Manager, Oxfam America

The Science of Consumer Engagement and Social Change
(see 2:30 description)

Unleash Your Cause Marketing Creativity
(see 2:30 description)

4:30 - 5:30

Breakout Sessions (Choose One of Three)

Six Big Ideas in 60 Minutes

TED gives presenters 18 minutes to make their case -- our cause marketing masters are so sharp they only need nine!   We've challenged six CM top guns to each share one golden knowledge nugget that will help your programs hit new heights.

The Lighter Side of Cause Marketing

Most cause marketing creative is earnest and serious, but there are bold spirits in our community who inject humor into their campaigns. Join SelfishGiving.com Blogger Joe Waters as he reviews programs that generate laughter along with contributions and profits.

Joe Waters, Blogger, Selfish Giving

Cause Marketing Legal Update
(see 2:30 description)

5:30 - 6:30

Opening Reception

It's time to reunite with old colleagues and make new connections!

Sponsored by .ORG The Public Interest Registry             

6:30 - 8:30

Opening Dinner

Our festive opening dinner – included in your conference registration – will celebrate the great things that can be accomplished when companies and causes collaborate.

8:30 - 10:30

CMF's 10th Birthday Bash

Join the party celebrating a decade of creating community among those who do well by doing good. 

Everyone attending will receive a copy of “Good Works!” the new book by CMF’s David Hessekiel, Professor Philip Kotler and Nancy Lee.

Sponsored by MSLGROUP Americas.                 

10:30 - 11:15

Film Screening and Refreshments

Continue the intrigue with a film screening of The Social Impact of the Internet Today - How we donate, how we learn, and how we connect - and, of course, more refreshments.

Sponsored by .ORG

THURSDAY, MAY 31

7:30

Breakfast

8:00

Conference Welcome

David Hessekiel, President, Cause Marketing Forum

8:15

Cause Marketing Golden Halo Award for Nonprofits

UNICEF’s corporate partnerships provide essential resources for the organization’s work in more than 150 countries to help children survive and thrive.  With partners such as IKEA, Gucci, ING, P&G, Starwood, and FC Barcelona, UNICEF has pioneered the development of signature global and U.S. initiatives such as the iconic “Trick-or-Treat for UNICEF” campaign.  U.S. Fund for UNICEF President & CEO Caryl M. Stern will share insights into building impactful partnerships that advance UNICEF’s mission and deliver business results for companies and brands around the world.

Caryl M. Stern, President & CEO, U.S. Fund for UNICEF

8:45

Cause Marketing Halo Award Spotlight

We'll shine a spotlight on a Halo award winner to learn from their experience.

8:55

Perfect Pitch

Succinctly communicating an organization’s cause marketing power is an essential for nonprofits.   Three experts with varied styles will compete for the Perfect Pitch crown: cause marketing agency founder Mollye Rhea, advertising pro and cause visionary Simon Mainwaring and corporate marketer turned development exec Dan Cohen.   Three judges (PR Pro Stephanie Smirnov, president of DeVries PR, entrepreneur Pankaj Shah and Huffington Post’s Brian Sirgutz) will evaluate the pitches, but the final decision rests with you!

Sponsored by AOL Impact.

Pitchers

Dan Cohen, Vice President, Corporate Development, KaBOOM!

Simon Mainwaring, Founder, We First

Mollye Rhea, President, For Momentum

Judges

Stephanie Smirnov, President and Chief Creative Officer, DeVries PR

Pankaj Shah, CEO, Tonic

Brian Sirgutz, SVP, AOL/Huffington Post Media Group

9:30

Cause Marketing Halo Award Spotlight

We'll shine a spotlight on a Halo award winner to learn from their experience.

9:40

The Great Breast Cancer Debate

Breast cancer cause marketing generates more corporate funding and more controversy than any other issue.   Cone Communications’ Alison DaSilva is joined by Susan G. Komen for the Cure’s Margo Lucero, ANN INC.'s Teresa Segarra and Whirlpool's Brian Maynard.

Alison DaSilva, EVP, Research & Insights, Cone Communications

Margo Lucero, VP, Business Development & Partnerships, Susan G. Komen for the Cure

Teresa Segarra, Director, Charitable Initiatives, ANN INC.

Brian Maynard, Director, Marketing Services, Whirlpool

10:30

Break

11:00

Breakout Sessions (Choose one of three)

Anatomy of a Campaign: Coca-Cola and World Wildlife Fund’s Arctic Home

Hear the story behind the beverage giant and environmental group’s headline-grabbing program to protect polar bears from WWF’s Sheri Turnbow and The Coca-Cola Company’s Anne Weaver.

Sheri Turnbow, Director, Corporate Partner Marketing, World Wildlife Fund

Anne Weaver, Senior Manager, Integrated Marketing Content, Coca-Cola North America

The Pros and Cons of Crowdsourced Corporate Giving

Whether you consider voting competitions a blessing or a curse they aren’t going away. DoSomething.org's George Weiner will analyze the crowdsourced phenomenon, help nonprofits decide what to enter and advise companies on how to build responsible systems.

George Weiner, CTO, DoSomething.org

The Lighter Side of Cause Marketing
(See May 30 at 4:30)

12:00

Pre-Luncheon Reception

12:30

Cause Marketing Halo Awards Luncheon

Cause Marketing Golden Halo Award for Business:
Procter & Gamble

A cause marketing pioneer for more than three decades, Procter & Gamble focuses its social investments on supporting disadvantaged youth and providing relief when disaster strikes.  Children’s safe drinking water, maternal vaccinations and educational access are just three of the many issues tackled by the company and its megabrands.   Hear how its “Purpose Driven” philosophy is helping P&G prosper while touching and improving lives around the globe.

Melanie Healey, Group President for North America, Procter & Gamble

2:00

Breakout Sessions & Powerful Discussions

Attend your choice of breakout presentations or participate in one of a dozen small group discussions.

The Gamification of Cause Marketing

The application of game concepts to cause marketing campaigns has skyrocketed recently. CMF’s Megan Strand describes emerging trends.  Zynga’s Laura Pincus Hartman, Vitrue's Erika Brookes and Yum! Brands’ Chris Fuller illustrate with case examples.

Chris Fuller, Director, International Public Affairs and CSR, Yum! Brands

Laura Pincus Hartman, Director, External Partnerships, Zynga.org

Erika Brookes, VP of Marketing, Vitrue

Anatomy of a Campaign: Samuel Adams Brewing the American Dream

Since July 2008, the Boston Beer Company and Accion USA have partnered on providing microloans and mentoring to food and beverage entrepreneurs.   Boston Beer Company’s Michelle Sullivan, Cause Consulting’s Mark Feldman and ACCION’s Shaolee Sen share insights into the challenges and opportunities of supporting domestic small businesses through microfinance.

Mark Feldman, Principal and Managing Director, Cause Consulting

Shaolee Sen, VP of Strategy and Development, ACCION

Michelle Sullivan, Senior Director of Corporate and External Relations, The Boston Beer Company

Powerful Discussions

Cause marketing pros will lead small group discussions and interactive breakout sessions designed to enhance your knowledge of critical topics and your network.  (Details and pre-registration in May.)

3:00

Breakout Sessions & Powerful Discussions

Attend your choice of breakout presentations or participate in one of a dozen small group discussions.

Corporate Social Marketing

Have you considered creating a campaign that stimulates prosocial changes in consumer behavior?  Social marketing expert Nancy Lee provides an overview of best practices. Sanofi Pasteur’s Julianne Burk and March of Dimes’ Chad Royal-Pascoe share the story behind the “Sounds of Pertussis” program.

Julianne Burk, Director of Vaccine Advocacy, Sanofi Pasteur

Nancy Lee, President, Social Marketing Services

Chad Royal-Pascoe, VP, National Strategic Alliances, March of Dimes

Nonprofits: Increase Your Cause Marketing Power
(See May 30 at 3:30)

Powerful Discussions

Cause marketing pros will lead small group discussions and interactive breakout sessions designed to enhance your knowledge of critical topics and your network.  (Details and pre-registration in May.)

4:00

Break

4:15

Cause Goes Global: The Pampers “1 pack = 1 vaccine” Campaign

Since 2006, Procter & Gamble and UNICEF have partnered to combat maternal and neonatal tetanus by linking the funding of vaccinations to Pampers sales.  Professor Linda Scott of Oxford’s Said Business School, co-author of a case study on the program, and Geneva-based Procter & Gamble executive Nada Dugas will share an inside view of this international program’s challenges and successes.

Nada Dugas, Associate Director, External Relations Baby Care, Europe, Middle East and Africa, Procter & Gamble

Professor Linda Scott, World Chair for Entrepreneurship & Innovation, University of Oxford

4:45

Bridging the CSR/CM Divide

When CMF launched ten years ago, there was a wide chasm between the CSR and CM communities. New thinking and economic necessity have brought these camps closer together.  Campbell Soup Company’s Dave Stangis, New Balance’s Christine Madigan and jcpenney’s Jodi Gibson explore prospects for greater CSR/CM convergence.

Jodi Gibson, Divisional VP, Community Relations and CSR, jcpenney

Christine Madigan, VP of Responsible Leadership, New Balance Athletic Shoe, Inc.

Dave Stangis, VP, CSR & Sustainability, President, Campbell Soup Foundation

5:20

Closing Remarks

5:30

Adjourn

FRIDAY, JUNE 1

Post-Conference Workshops separate fees apply

8:00 - 2:00

Cause Marketing 202 for Nonprofits