filter by author: Chris Mann

November 29, 2011 at 2:31 PM by Chris Mann

Does something seem a little different to you this month? You may not have been able to put a finger on it at first, but then you realized there seemed to be a lot more men with mustaches walking around. The mustaches come in all shapes and sizes but have one thing in common – they are part of a growing effort to change November to “Movember.” Even better, these mustaches are meant to get men talking about prostate cancer in a fun and unique way. With roots in Melbourne, Australia in 2003 and a rapid growth globally, including to the U.S. in 2007, Movember is one of the hottest cause movements of recent note. In just eight short years, more than 1.1 million participants have helped raise $174 million and countless conversations about the cause.

 

I decided to join in on the fun this year along with some friends and colleagues. Based on my experience, here are a few observations on why Movember has been so successful:

 

1. Owning a niche – It is well-established that consumers care about supporting causes more than ever, but much of the focus has been on women. The most visible causes are female-focused (breast cancer), and women play a leading role in family health conversations and spending, but we men have often felt a bit left behind when it comes to causes. Movember speaks directly and uniquely to us through one of the most lasting and recognizable symbols of masculinity – our facial hair.

 

2. Having fun – Like other edgy campaigns, including the Colon Cancer Action Alliance’s Undy 5000 and Rethink Breast Cancer’s Your Man Reminder App, Movember has recognized that pushing the envelope can help nonprofits to break through the cause clutter. It also helps them connect with Millennials, in particular, who are much more comfortable with serious social issues being discussed in humorous, provocative or smart ways.

 

3. Using social media – We know that humor and sex are also popular topics of discussion in social media and content that is very likely to be shared. Who doesn’t want to see photos of their friends with goofy looking mustaches? Movember has individual fundraising pages for participants and online Mo Community pages where you can check out the Mo Lodge, post and view photos and videos, track global participation and fundraising, and share personal stories. All registration and donation pages have easy links to social media and pre-populated content making it easy and fun to spread the word.

 

4. Engaging great partners – Movember has wisely chosen partners to support the effort, including beneficiaries like the Prostate Cancer Foundation, Livestrong, and numerous lifestyle and fashion brands like TOMS, Five Four, Threadless and PalmerCash that have similar audiences and brand attributes. These organizations understand Movember and their supporters are more than happy to join the cause.

 

So, as Movember comes to a close, ladies – please be a Mo Sista and thank that man you see with the cool mustache, and guys – think about joining in on the fun as a Mo Bro next year!

 

 

Chris Mann is an Account Director in Cone Communications’ Cause Branding group. You can check out his mustache and donate to his Movember efforts here.

Tags: nonprofit charity cause campaign

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June 15, 2010 at 3:53 PM by Chris Mann

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: causebranding cone engagement sharedresponsibility conferences transparency

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April 6, 2010 at 11:32 AM by Chris Mann

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):

 

1. 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.
   
   
2. 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.
   
   
3. 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.
   
   
4. 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.
   
   
5. 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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