filter by date: April 2010
Execution Matters in Mobile Giving Campaigns
The success of text-to-give fundraising efforts after the earthquake in Haiti ignited a firestorm of articles, research (including Cone’s) and debate about mobile giving. Had it reached a tipping point? Is it a valid giving strategy for other organizations and causes? The answer is “yes” because of its ease and immediacy. But at the end of the day, text messaging is still like any other communications and fundraising vehicle – it is still the execution that matters.
Two recent campaigns, both coincidentally focusing on homelessness, are successfully using text-to-donate campaigns to present compelling appeals to potential donors.
The “I Am Here” campaign in Austin, TX has literally hoisted a homeless man named Danny up to a billboard along a major highway. The billboard encourages passing cars to text a donation to help Danny and his family get a home.
The short-term goal is to raise $12,000 to purchase a home for Danny, but the larger scope of the program is to raise visibility and compassion for the homeless population by putting drivers face-to-face with a real human story. Although focused regionally, the campaign has attracted national media attention.
New York-based Pathways to Housing also used a local execution, but added a layer of interactivity to its mobile campaign. The organization projected an image of a sleeping homeless man on the side of a building where passersby could send a message to trigger a video in which the man gets up and walks in the door of his new apartment. The action did not require a donation, but it provided the opportunity to donate via cell phone or to visit the Web site for more information.
Text message fundraising is still novel enough that it’s easy to think it alone will make a campaign successful. But just like direct mail, email or any other fundraising tool, it too will fall flat unless the appeal is compelling, urgent and easy to fulfill. This was certainly the case in Austin where we’re happy to report that just days after his unique billboard appeal, Danny has a new home.
Tags: causebranding charitablegiving campaigns fundraising newmedia donation
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Happy Earth Day! (Again.)
Happy Earth Day! No, we’re not behind the times. We’re well-aware yesterday was Earth Day, and we celebrated right alongside every other eco-conscious organization in the world. We applaud the efforts, announcements and commitments organizations made. But for us, and hopefully many of you, today is Earth Day, too, and therefore still worth talking about.
Despite data showing most consumers (91%) want to hear about companies’ social and environmental commitments, it’s easy to become overwhelmed by “earth-friendly” messages on Earth Day. One sustainability writer tallied 287 Earth Day-related email announcements in his inbox – an obvious gluttony of green. One can only imagine consumers feel the same.
So instead of blasting your latest green product launch or environmental announcement only on April 22, why not use all 365 days in a year to communicate with your consumers? In fact, most consumers (85%) want companies to communicate their environmental commitments year-round, as opposed to seasonally to coincide with isolated events, such as Earth Day. Not only will an ongoing communications strategy help your organization avoid the green deluge, but it will also increase the exposure of your efforts by reaching stakeholders throughout the year, likely when they can pay closer attention.
As consumers and other stakeholders become ever-more demanding of corporate sustainability efforts, it also becomes harder for companies to break through with their messages. Choose your timing wisely. Your customers – and the media – will take better notice and appreciate your efforts when they’re not already drowning in green.
Tags: EarthDay environment
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Traditional Media Harnesses New Media for Cause
Instead of fighting against the social media tide, some print media are harnessing a wave of social media tools to empower their brands and reputations. And a select few are taking it a step further by using social media to leverage cause efforts. Case in point: Newspaper giant USA Today.
The popular daily is turning to the Twitter community for its #AmericaWants contest, where followers can vote for their favorite charities. The reward for the winning nonprofit? A full page advertisement in the print edition. The ad space, valued at nearly $190,000, will go to the nonprofit that solicits the most Tweets that say, “#AmericaWants (name of charity) to get a full-page ad in USA Today."
By turning control over to the Twitter community, the publication has found an innovative and low-cost way to use social media to further its cause commitments. The contest aligns with several other cause-centric initiatives by the publication, including the Fall 2009 launch of the Kindness community, which is a site dedicated to inspiring and uplifting stories and resources. In addition, USA Today runs a semi-annual Sharing in the USA bonus section and has committed to a monthly philanthropy feature to help raise awareness and encourage giving efforts throughout its national network.
This latest campaign marks an impressive commitment by one of the nation’s largest traditional media publications to cross-promote its cause initiatives through online channels. And the possibilities for this medium are just beginning. Additional opportunities for in-kind giving could extend to online advertising or other new media networks.
What do you think of USA Today’s new twist on in-kind giving? Share your thoughts below.
Tags: causebranding campaigns newmedia corporategiving
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Forgetting Your Shoes for a Good Cause
Going barefoot in the office is usually a faux paux – unless you’re an avid supporter of TOMS Shoes.
Yesterday marked the annual One Day Without Shoes event, which challenged people across the country to spend the entire day (or even a few hours) sans shoes. TOMS rose to fame in the cause world through its simple, but powerful, buy one, give one model. For every pair of TOMS Shoes someone buys, a pair is given to a child in need. Yesterday’s effort drew support from 250,000 people through more than 1,600 events around the world. How did they achieve such success? Here are a few thoughts:
Low Barrier to Entry – Consumers didn’t have to contribute financially to take part in the effort, they simply needed to kick off their shoes for the day. This easy call-to-action allows both TOMS Shoes loyalists and non-customers to take part.
Wow Factor – Sometimes the best way to garner awareness is by causing a scene. A shoe-free day is less extreme than wearing nothing but an apron to work – which LUSH Cosmetics employees do once a year to make a statement about over-packaging – but is nonetheless an eye-catching spectacle for a good cause. And getting some celebrities, including Kristen Bell, Matisyahu, Morgan Spurlock and Heather Graham, to kick off their shoes for a day doesn’t hurt either.
Teaching Moment – TOMS was able to supplement its existing sales-based cause efforts with an educational, worldwide event to help inform the public about the risks millions face by living without shoes. The threats range from cuts and scrapes that can lead to infection to Podoconiosis, a debilitating and disfiguring disease caused by walking barefoot in volcanic soil. Suddenly, shoes are about more than just comfort and style.
Personal Connection – The event helps bring participants closer to the issue through first-hand experience. Instead of discussing TOMS’ mission in the abstract, the organization gave consumers a way to experience the cause for themselves and gain appreciation for what life is like for the children the company serves.
Widespread and Grassroots – The success of the campaign is largely due to the hundreds of regional events across the globe within cities, college campuses and even elementary schools. The One Day Without Shoes Web site offered toolkits to help participants organize, promote and execute the local efforts.
TOMS Shoes has already established a cult following among socially conscious fashionistas and is slowly creating a movement with its simple rallying cry for the cause. By executing an engaging and powerful event, TOMS was able to reach a wider audience with the message and hopefully increase its band of loyal followers who will provide shoes to the world’s children, one by one.
Did you participate? Tell us what you thought of the experience.
Tags: causebranding global campaigns engagement celebrityengagement advocacy
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5 Ways to Get The Most Out Of Your Cause Sponsorship
Cause sponsorships are a great way to enhance your existing cause branding platform, drive sales of specific cause products or introduce your marketing and sales teams to the power of cause through a medium they’re more familiar with. Here are some tips on how to make sure you are getting the most out of your cause sponsorships (or any sponsorship for that matter):
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Make a commitment – Consistency and frequency are the keys to making your presence stick in people’s minds, so choose your cause sponsorship carefully and plan for a long-term commitment if possible. Think through why you are signing the sponsorship and envision how it could look one, three and five years out. Does the cause align with what your brand stands for or is it just a short-term vehicle to reach your target consumer? Is the property sustainable and do they have a solid growth plan? Are they interested in helping you reach your goals? Are you committed to helping them reach theirs? These are all questions you should be able to answer.
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Put yourself in their shoes – Before you plan any activation, go see the sponsorship property in person. Talk to participants, fellow sponsors and event organizers. Even better, sign up as a participant yourself to get the full experience. Think about how you can add value for the event and its participants first and your brand/company second. Participants will be much more interested in what you have to say once you show them that you understand and want to add to their experience.
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Show some love to the small & local – If your sponsorship is with a national organization or event series, make sure you have something for their local affiliates/chapters/offices. Oftentimes, the local staff doesn’t see the dollars you give to the national organization and have their own local sponsors to take care of. Find ways to offer volunteers, money and product on the local level to earn their support. You’ll get better communication and cooperation in return.
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Activate for the behaviors you want – Word of mouth and referrals are more powerful than any other form of advertising or marketing. Plan your activation to encourage participants to use your product on-site in fun and visible ways. Find ways to specially recognize and thank participants who are already loyal customers. Reward them and they will reward you.
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Help everyone share in the experience – Educate and involve your employees and customers about your sponsorship in advance and give them ways to get involved. Use all of your internal and external vehicles to talk about the cause sponsorship and offer direction on how to learn more, participate, donate, volunteer and spread the word.
Follow the above tips and you’ll be on your way to a sponsorship that helps your brand stand out, engages your customers and makes a real difference.
- Chris Mann, Account Director
Tags: marketing employees causebranding nonprofitcausebranding sponsorship
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Big Things Come with Small Changes
As companies tackle climate change, the global water crisis and human rights abuses across the world, we have one question – did they remember to turn off the lights? It might seem routine, but the little changes are still making a big difference for companies, including Ford, which expects to save at least $1.2 million with a management system that will turn off idle computers. Not only will this save money and benefit the bottom line, it will also reduce its carbon emissions by 25,000 metric tons a year.
And simple changes hold true for consumers as well. Washington D.C.’s five cent tax on plastic bags, instated in January 2009, resulted in a huge drop in the number of bags distributed – from a monthly average of 22.5 million in 2009 to only 3 million in January 2010. Shoppers needed the monetary incentive to bring their reusable bags more often. The result was not only less waste, but also over $150,000 in revenue to support cleanup projects in the area.
We’re all pushing the corporate responsibility agenda forward, and there’s no question that simple financial and resource efficiencies won’t solve all of the problems before us. But, as we venture into Earth month, and you continue to tackle the big issues of our time with progressive social and environmental initiatives, don’t overlook the small changes your organization can make. You could implement them today, and they just may add up to something big.
Tags: corporateresponsibility environment sharedresponsibility
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