2010 Cause Marketing Forum Recap: Engagement is Key
June 15, 2010 at 3:53 PM by Chris Mann
Ultimately, the common thread running through all of these topics is the need to engage stakeholders in your cause branding and corporate responsibility activities. At Cone, we call this "Shared Responsibility" and feel strongly that it's where the industry needs to go.
To have the greatest social impact, companies must move beyond philanthropy and transactional cause marketing toward supporting issues that are material to business growth and allow for stakeholders to be engaged in collaborative solutions.
Margaret Morey-Reuner from Timberland (Cone client) spoke directly to this concept during the “CSR Meets CM” dinner, sharing how Timberland has actively engaged consumers through its Earthkeeper program to provide input and be "Voices of Challenge."
No one company or nonprofit can do it alone. By embracing Shared Responsibility, not only can you better identify and avoid potential legal, transparency and partner selection issues, but you can also empower stakeholders to help drive innovation and become true advocates for your efforts.
- Chris Mann, Account Director
Tags: engagement causebranding cone sharedresponsibility conferences transparency
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I had the pleasure of attending the 2010 Cause Marketing Forum Conference in Chicago this month, and as always, David Hessekiel and his team did a great job encouraging conversation on hot topics in the industry.
Many of the discussions I heard and was a part of at the conference - and afterward - have been around legal issues (Ed Chansky scared everyone in a good way), transparency (Cone's Mike Lawrence helped to simplify it for everyone) and choosing the right partners (Komen & KFC is still being talked about heavily).
Ultimately, the common thread running through all of these topics is the need to engage stakeholders in your cause branding and corporate responsibility activities. At Cone, we call this "Shared Responsibility" and feel strongly that it's where the industry needs to go.
To have the greatest social impact, companies must move beyond philanthropy and transactional cause marketing toward supporting issues that are material to business growth and allow for stakeholders to be engaged in collaborative solutions.
Margaret Morey-Reuner from Timberland (Cone client) spoke directly to this concept during the “CSR Meets CM” dinner, sharing how Timberland has actively engaged consumers through its Earthkeeper program to provide input and be "Voices of Challenge."
No one company or nonprofit can do it alone. By embracing Shared Responsibility, not only can you better identify and avoid potential legal, transparency and partner selection issues, but you can also empower stakeholders to help drive innovation and become true advocates for your efforts.
- Chris Mann, Account Director
Tags: engagement causebranding cone sharedresponsibility conferences transparency
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