YMCA Rebrands: Say Hello to the Y
The YMCA of the USA’s announcement that it will now be known as “the Y” has received widespread coverage, including the requisite quote from the Village People. (Let’s get this out of the way: The Village People said they will continue to perform their hit song with the full four letters.) The launch of the new brand, the organization’s first in more than 40 years, was developed to better reflect the work it does and more clearly organize its programming, according to a June 12 YMCA of the USA press release.
But does “the Y” really do a better job of representing an organization that has traditionally been known as the neighborhood “swim and gym”? Other nonprofits have changed their names (Christian Children’s Fund became Child Fund in 2008) and refreshed their brands (Girl Scouts of the USA launched its new brand strategy July 7). These updates have been, at least in part, an effort to broaden donor appeal, boost membership and compete for corporate dollars in the increasingly marketing-savvy nonprofit industry.
For other organizations, updating the external brand – perhaps adding a new visual cue or making a change to the name – is only part of the story. In the Y’s case, the new brand also includes a reorganization of programs and services, so that everything they offer rolls up to one of three focus areas: youth development, healthy living and social responsibility. This realignment will help the Y concisely define what it stands for, a critical piece of organizational DNA and yet also a daunting challenge to identify for nonprofits, like the Y, who seem to do everything.
- Kate Dyer, Account Executive
Tags: marketing campaigns nonprofitpowerbrand100 nonprofitcausebranding
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Companies Need Courage to be Responsible
A couple of weeks ago I attended the Economist’s Corporate Citizenship Conference in New York City. The discussion focused on the role of business in our society and the opportunity to do well by doing good. There was much discussion around the different approaches companies are taking: various CSR programs, NGO partnerships, sustainable product launches, etc.
I think most would agree that there is a positive bottom-line impact to make the case for corporate responsibility, acting sustainably or whatever you choose to call it. But still many companies are hesitant to open that door. During the conference, one of the panelists said that companies need courage. That comment really resonated with me – and I think it’s true. Courage is an important trait many companies need in order to start looking at themselves with a critical eye and begin adopting strategies to become more responsible corporate citizens.
This idea holds true in several ways:
The courage to admit that your shareholders are just one of your many stakeholders
- Having recently witnessed the failure of many of our financial institutions and massive layoffs combined with big bonuses, it’s hard not to view companies as in the business of making money to pay off corporate leaders and shareholders, above all else. Somehow they have shifted towards this narrow focus of shareholder maximization, leaving all other stakeholders in the dust – employees, communities, consumers. Responsible corporate citizens are recommitting to this broader spectrum of stakeholders and addressing the interdependency among them in order to achieve more sustainable growth.
The courage to collaborate
- While companies have an important role to play in society, they are just one part of the equation. Some of the most impactful efforts are born through partnerships between companies and NGOs. One of the programs highlighted at the conference was 10,000 Women, a program supported by Goldman Sachs. Its mission is to provide 10,000 underserved women around the world with a business and management education (starting in places like Afghanistan). Goldman Sachs works with multiple academic and NGO partners throughout the world to develop curricula and help reach women in need. Goldman Sachs sees this program as more of an economic investment versus charity. They believe these women will play a critical role in building local economies and ultimately help drive future business. In the meantime, the program is empowering these women and changing their lives in extraordinary ways.
- Companies also need the courage to collaborate with their competitors. We often see companies within the same industry developing separate standards to meet their definition of sustainable practices. This can result in confusion among suppliers as they try to adhere to multiple sets of standards. Competitors need to find common ground and come together to harmonize standards and unify efforts. One example of this is the Leather Working Group which brings together competitors in the leather shoe industry, including Timberland and Nike, to agree upon one set of standards and positively impact a critical piece of their supply chain for themselves, for the industry and for social good.
- Being responsible also means being transparent and honest with your stakeholders. This can be a scary proposition for many companies unwilling to take the risk of exposing potential skeletons in the closet. But only by being aware can companies fully understand their impact and make the changes required to act more responsibly. It’s easy to talk about the great things we are doing, but it’s much harder to share those areas that need improvement.
- Being responsible (vs. reactive) means being proactive and able to adapt to change. Some of the best examples of responsible corporate citizens are also some of the best examples of innovative companies – Method, ZipCar, Aveda, all come to mind. P&G has taken this innovation for social good and turned it into a new product line called “Future Friendly”. Launching this month, this new line consists of environmentally friendly products to address the needs of the “Sustainable Consumer”. This line will enable P&G to help the earth while driving value via a niche consumer segment.
What do you think? Do companies require courage in order to be good corporate citizens? Please share your thoughts below.
- Erica Vogelei, Account Director
Tags: conferences cone engagement timberland corporateresponsibility
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Women and Science Absent in Mainstream Media
Nearly 25 years ago the National Women’s History Project, a grassroots organization, lobbied Congress to turn National Women’s History Week into a month-long celebration, designating March as International Women’s History Month. The project aims to recognize the achievements of women in many careers – science, community, sports, government, literature, art – and to help pave the way for new opportunities for girls and young women. Each year, Americans and people around the globe are encouraged to honor women’s rightful place in history.
It’s easy to recognize women’s place in sports, thanks in part to the media and nationally televised events such as tennis’ U.S. Open or the recent Olympic Winter Games. Unfortunately, not all categories are receiving the U.S. media spotlight they deserve.
For example, did you know about two-thirds of Americans can’t name one famous female scientist? Of those who can name one, Marie Curie is about the only name they recall. The survey, Women, Science and Success: The New Face of Innovation, was sponsored by Cone client, L’Oréal USA. The global beauty company embraces the issues of women in science as its strategic corporate philanthropic initiative. Through its For Women in Science program, L’Oréal makes a significant investment in supporting female scientists, offering professional development and generating awareness of its notable work and future ambitions.
I recently flew to Paris to attend L’Oréal’s For Women in Science awards. The company rolled out the red carpet to honor numerous female science heroines. That’s right, heroines. These women have dedicated their lives to unlocking the scientific mysteries that will improve the quality of life for all, such as finding cures to debilitating diseases. Global media swarmed the event, clamoring for seats at the Global Laureates’ workshops and roundtable presentations as they discussed their passions and ambitious research projects. As a result, European media outlets, such as ELLE-Germany, are writing feature stories about the Laureates.
U.S. media do not always react this way. We see plenty of coverage on the latest tech toys that can improve our lives, but we could use more stories about inventive scientific minds behind the race to solve blistering skin diseases. In fact, media are a powerful force in generating greater awareness of issues, including smashing the stereotype that scientists are geeks. Scientists are tasked with solving global problems in an increasingly complex world, and in France they are celebrated by media. It wouldn’t hurt for U.S. media to increase this kind of reporting.
Hopefully, media will be on board as we celebrate the inaugural National Robotics Week, April 10-18, 2010 (Cone client FIRST is an advisory council member). Created by a private-public partnership, National Robotics Week aims to educate people about the “social and cultural impact of robotics technology.” Young people will be encouraged to exercise their greatest muscle – their minds – and could be inspired to, at the least, foster a greater appreciation of science. At best, they could become the next Marie Curie.
R&D are critical for stimulating economic growth and improving our quality of life. There’s no question this is news alongside the scientists who are making this happen. The question is: Will media get excited enough to increase coverage of this type of news?
- Maureen O'Connell, Senior Account Supervisor
Tags: currentevents brandmarketing global causebranding
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10 Best Practices for Pitching Cause Efforts to the Media
I recently participated on a panel organized by the Corporate Volunteer Council of Greater Boston. The topic was “Telling Your Story, How and When to Showcase Volunteer and Philanthropic Programs.” At Cone, we believe telling your story is a critical piece to ensure your cause-related efforts are most effective in making both business and social impacts.
Here are 10 best practices for pitching your cause efforts to the media:
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Don’t Be Shy! – These days both consumers and employees expect companies to “stand for something” and those expectations continue to rise. Even during the current economic downturn, 52% of Americans have the same expectations for companies to support causes, while 26% believe companies should be doing even more. And consumers want to know what companies are doing – 91% of Americans believe that companies should communicate their cause efforts. So be proud of the great work your company is doing and find newsworthy ways to tell your story!
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Be Authentic – While you’ll want to find the right angle to pitch your story, you always want to make sure you are being authentic and transparent. Consumers are savvy and look for companies that “walk the talk.” Make sure that your story is credible and be willing (and prepared) to share the details of your efforts.
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Identify Your Objectives – Getting your story published should not be your end goal. Hopefully there is a strategy behind your efforts. Understand what you are trying to accomplish by telling your story. Do you want to be seen as a good corporate citizen by the local community? Are you looking to get in front of potential employees or existing stakeholders? Are you trying to recognize the efforts of your current staff? Identifying your objectives will help you focus your efforts and determine the best channel(s) for reaching your target audience(s).
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Consider All Your Channels – The local news media is just one of many communications channels available to you. Take some time to brainstorm potential channels and then identify those most appropriate for reaching your target audience. If you are looking to reach an external audience, think beyond traditional channels to include social media, blogs, etc. You may also engage your nonprofit partner to release its own announcement and add a layer of credibility to your story. If you are looking to reach an internal audience, consider leveraging your employee newsletter, intranet, staff meetings, etc. Be creative and give these channels the same thought and care you do to external communications.
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Make It Their Story – Keep in mind who you are pitching your story to and why it matters to them. Find a way to make it their story. For example, you might pitch your most recent volunteer effort to revamp a local computer clubhouse to a reporter covering the tech beat, focusing on how your company is addressing the digital divide.
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Focus On A Trend – Try to align your story with a broader trend. The recession continues to be the biggest story of late, so positioning your story in light of the recent economic downturn may help it get some traction. Or, even better, identify a new trend and pitch an exclusive. Journalists love the opportunity to be the first to cover a story. At the same time, take care not to capitalize on something in the news simply to be timely. Ensure there is a relevant and appropriate connection to your cause. Leveraging the recent tragedy in Haiti to tell your own story, for example, could be viewed as insensitive.
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Show Impact – Highlight the measureable, positive impact your company is making. This may include the number of employees engaged or the number of youth served. Whatever it is, demonstrating the positive effect you are having on society will illustrate the importance of your efforts and make it more newsworthy.
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Tug On Some Heart Strings – While data are important, making your story emotionally compelling will be most effective in getting your message across. Tell the personal side of your story, whether it be from a volunteer, beneficiary, or even employee, perspective.
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Use Visuals – Provide images, from pictures or videos, to help bolster your story and highlight your emotional human tales. A picture really can be worth a thousand words!
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Continue To Do Great Work! – At the end of the day, it’s the powerful work you are doing to support a cause that is most important. Continue to find creative ways to leverage all your assets to benefit both business and society, and your story will tell itself.
- Erica Vogelei, Account Director
Tags: nonprofitcausebranding marketing causebranding
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Don’t Tell Us It Can’t Be Done
With COP15 in full swing, climate change discussions are heating up – and environmentally conscious companies are joining the conversation. Several big players, including Timberland (Cone’s client) and Coke have launched consumer-focused campaigns to raise awareness of the importance of COP15, which aims to secure a new global climate change treaty to replace the Kyoto protocol.
Image via www.donttellusitcantbedone.com
Because Timberland’s business is the environment, the company has a vested interest in proving companies can make a profit and save the planet – without passing the cost to the consumer. Through its global “Don’t Tell Us It Can’t Be Done” campaign, Timberland hopes to bring the importance of climate change, and the need for binding legislation, to the forefront by giving the public a forum to let their voices be heard. Consumers are invited to get involved by signing an online petition at www.donttellusitcantbedone.com and staying up-to-date on conference happenings with an on-the-ground reporting team, comprised of environmental journalist Olivia Zaleski and Found Objects Films founder Gabriel London, who will post daily recaps and exclusive interviews at www.earthkeeper.com/ActionCenter.
In addition to the “Don’t Tell Us It Can’t Be Done” online campaign, Timberland is connecting with consumers on climate change through global advertising, in-store displays and social networks like Twitter and Facebook. And the campaign doesn’t end after the COP15 conference. No matter the result of the conference, Timberland will continue to call for commitment to the long-term outcome. The company has already achieved a 27 percent reduction in emissions since 2006, committed to building all new U.S. stores to LEED standards and implemented the Green Index, which measures and reports on products’ environmental impact, to help inform the design process.
What’s more, Timberland’s sincere attempts to drive social justice through commerce are paying off. President and CEO Jeff Swartz has appeared in the New York Times, Newsweek, Fast Company and The Sunday Times, and on Fox Business Network’s America’s Nightly Scoreboard and several major UK stations to discuss the company’s environmental commitments. And Timberland’s Earthkeeper collection, comprised of eco-friendly gear, now accounts for about 5 percent of total sales—proof that companies don’t have to choose between making a profit and doing good.
- Erin Zwaska, Account Executive
Tags: environment newmedia timberland cop15 corporateresponsibility
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Watching TV is Good For Society
It’s 8pm. Do you know what your children are watching? Or your friends, your neighbors or your co-workers for that matter? Beginning Monday, there’s no need to worry because there’s a strong chance it’s something good.
For two weeks, major networks including ABC, NBC, CBS, FOX, Disney, CNN and more will unite in the Entertainment Industry Foundation’s “I Participate” campaign to flood the airwaves with do-good messages. Dozens of popular shows - from sitcom to reality, from The Office to Dr. Oz - will infuse their regular programming with relevant messages about volunteerism and giving back to the community. The diversity of shows will reach multiple audiences with do-gooder messaging that would be hard to achieve without the collective effort.
Photo Credit: iparticipate.org
Some will weave the message into scripts, others will feature celebrity PSAs or promotional graphics and voiceovers, but in any case, the effect is sure to reverberate. As Evan Hochberg, national director of community involvement at Deloitte (Cone client), said in his recent op-ed in the Chronicle of Philanthropy, “When Steve Carell and his co-workers on The Office are touting volunteerism, it's fair to say we have reached a tipping point in the service movement.”
And it’s not just TV that is setting out to inform and inspire. USA Today and the Huffington Post both launched new platforms this week that provide a forum for stories and discussions that motivate and uplift. And yesterday, the blogosphere came together for another annual Blog Action Day to address climate change, hoping to spark attention and discussion of the global issue.
See which of your favorite shows will incorporate volunteer messages next week, and as you watch, consider: Did the messages stand out? Enhance or interfere with the show? Resonate with you? Inspire you to do more? Come back and share your thoughts.
Tags: celebrityengagement currentevents
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Wisdom from the Dalai Lama: for Business and Personal Relationships
On October 1, 2009 Carol Cone had the unique honor of speaking at the EngageNow Conference in Calgary, Canada directly following the Dalai Lama. She was so moved by the experience that she decided to share her thoughts here. To view a brief video clip of her speech, visit the event blog.
Now that I have met His Holiness, the 14th Dalai Lama, and he has deeply touched my head and heart, I continue to look to his wisdom. So many have asked what it was really like to meet him, so I’d like to briefly share my experience with you.
The first time I saw him in person was among a crowd of 15,000 spectators. When he entered the arena, I felt a warm white light inside of me. Really. Truly. It calmed me and filled me with serenity. The arena full of people was so completely mesmerized; you could hear a pin drop. As he talked, his comments on universal responsibility gave me hope for mankind, to make peace with one another and the planet.
The second “meeting” was in a more intimate setting among a group of 1,200 at the Telus Centre in Calgary, where I would follow him on stage. While his energy was a bit lessened, (even the Dalai Lama who travels 300 days a year, with a jam packed schedule of multiple speeches and meetings a day, combined with 5+ hours of meditation can become burnt out) his message deeply penetrated the audience. “Be kind to one another. Help others to gain peace inside yourself.”
When I met him and he grabbed my hand, I felt so humbled, and grateful for just a moment of his presence. His look into my eyes deepened my resolve to share his message through my work, speeches, friendships and acquaintances.
When I came across blogger Justin Dixon’s list of “20 Quotes from the Dalai Lama,” I wanted to share them. So much wisdom from a “simple monk.”
Enjoy.
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“Happiness is not something readymade. It comes from your own actions.”
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Tags: cone dalailama conferences
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Cone Enjoys a Successful Awards Season
We’ve always set the highest standards for our performance and take pride in delivering exceptional work. The greatest honor we can receive is when our clients are satisfied with a job well done. But, we can’t help but be flattered when our peers recognize our hard work, too. Cone has enjoyed many successful awards seasons, and this year is no different. Whether for inspiring cause branding work or attention-grabbing marketing and PR, our work, and ultimately that of our clients, has brought us much recognition.
The season started off on a high note at the PR News CSR Awards, where Western Union was honored for its work in stakeholder engagement with its Our World, Our Family program, which it partnered with Cone to create. Western Union continues to garner a lot of praise for its work with migrants across the world, including an award from the Center Encouraging Corporate Philanthropy, who presented it with its Excellence Award in Corporate Philanthropy, a very prestigious honor in international corporate philanthropy.
Cone had an even bigger showing at the Cause Marketing Forum Awards with Timberland receiving the evening’s highest honor, a Cause Marketing Golden Halo, for its commitment to making a difference in its communities. Cone then swept the Best Health Campaign category with The American Heart Association’s (AHA) Start! program winning the Golden Halo and Jiffy Lube International taking a Silver Halo for its Maintenance Partners for Life.
The awards kept coming during the Publicity Club of New England Bell Ringer Awards ceremony as Western Union won the Bell Ringer for best community relations campaign, the AHA won for its Start! Heart Walk special event and Jockey International grabbed a Bell Ringer for best television news placement. Not to be outdone, ALPO, Ben & Jerry’s and T-Mobile USA each earned Merits.
A much-deserved congratulations goes out to all!
Tags: cone awards causebranding
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Help Stir Up Wishes for Make-A-Wish this Weekend
In March, Betty Crocker announced Stirring Up Wishes, its new partnership with the Make-A-Wish Foundation to help bring magic to the lives of Make-A-Wish kids across the country. Cone is supporting the program launch through a spring promotion called 12 Wishes in 12 Weeks, during which Betty Crocker is giving each Make-A-Wish chapter the chance to receive funding for one of 12 wishes it’s granting to Make-A-Wish this spring. The best part is that you can help Betty Crocker grant these 12 wishes by voting online for your local Make-A-Wish chapter.
With voting scheduled to close on Monday, May 25, the Memorial Day long-weekend is a great opportunity to take a few minutes and visit the Web site to support your local Make-A-Wish chapter. The more votes a chapter receives, the greater the opportunity for them to receive a chance to win a wish from Betty Crocker. While on the site, learn about Wish Kids’ special wish moments and help Betty Crocker celebrate their stories by baking their favorite cupcakes for friends and family at your Memorial Day cook-out.
- Kimberly Leistinger, Senior Account Executive
Tags: campaigns cone causebranding
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Cone Celebrates Earth Day
Today, greenbiz.com highlights the activities many companies are undertaking to celebrate Earth Day internally. The activities, according to the post, fall into one or more of four major categories: on-site events, creating or acknowledging “green teams,” awarding and recognizing achievements and engaging in community service efforts.
At Cone, we’re pleased to report that we’re engaging in all four.
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Tags: cone EarthDay environment
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Cause Marketing Amidst a Season of Contradictions
Consumers are struggling to pay their own bills but desperately want to buy meaningful holiday presents. They are less likely to open their tight wallets and donate to worthy causes, but they can’t help but feel a deep sense of compassion for those less fortunate as their friends and family members are laid off and the basic health and human services organizations are unable to meet the growing demand.
Companies too are conflicted. As they face layoffs and their stock prices continue to plummet, they also see increased pressure from their loyal nonprofit partners and communities groups to give back during these difficult times.
While I am not pretending that there is a silver bullet solution for these complex problems, I feel obligated to show you how some leading companies are recognizing that by tapping the hearts and wallets of the thousands, or even millions, of consumers that walk through their doors, they can in fact “do well by doing good.”
I have been pleasantly surprised by the abundance of very visible cause marketing programs during my many trips to the mall this holiday season. I have to admit, I was concerned that companies would overlook cause marketing in favor of increased price cuts to attract consumers. But pay attention: companies continue to not only maintain their support of causes, but they are also investing in marketing these programs to increase awareness of their efforts and help raise funds for worthy causes. Here are just a few examples:
- Macy’s “Believe” campaign is donating $1 to the Make-a-Wish Foundation for every letter to Santa dropped in its stores.
- Kohl’s “Care for Kids” has Curious George plush animals it is selling for $5 with 100% of the net profit from the sale of these items supporting health and educational opportunities for children nationwide.
- Sears’ “ Heroes At Home Wish Registry ” allows shoppers to donate money that goes to military families in the form of Sears gift cards to purchase items on their “wish lists.”
- Yankee Candle is donating $1 to the American Heart Association's Go Red For Women movement for the sale of every 14.5 oz. Go Red For Women custom candle in the Macintosh fragrance. Additionally, they will donate 10% of the net proceeds from the sale of the new Red Dress Car Jar® auto air freshener.
- Starbucks Product (RED) promotion : a portion of proceeds from the sale of exclusive holiday beverages is donated to the Global Fund to fight AIDS in Africa.
- Jockey Being Family is Jockey International’s corporate citizenship initiative to help strengthen adoptive families for successful futures. The Jockey Being Family Bear helps to support newly adoptive families, as for each bear sold, Jockey donates $3 to the Debra Steigerwaldt Waller Foundation for Adoption and charities supporting adoption.
- Cartier's holiday card collection designed The Art of Elysium kids and will donate all of the profits to the charity.
- Gap ran a special friends and family promotion called “Give and Get.” Customers received a 30% discount e-coupon and were prompted to select their “charity of choice” from a short list of potentials. The charity in turn receives 5% of proceeds from designated purchases. Once selected, the Gap then automatically sent a new email to the customer designed to pass on to friends and family to partake in the discount, while accruing more donations for his or her very own designated charity.
- And finally, St. Jude’s “Thanks and Giving” program is everywhere. Robin Williams and Jennifer Aniston are visibly promoting the campaign through heartfelt PSAs aired during prime time. CVS, Pottery Barn, Dick’s Sporting Goods and Ann Taylor ask consumers for a dollar at check-out. Other retailers like Brooks Brothers and Kay Jewelers are tying in a donation to the sale of a specific products.
These leading companies, among dozens of others, are recognizing that consumers want to buy meaningful gifts this holiday season that not only alleviate the pressures on their wallets but also their consciousness. While Americans may not be as inclined to write a check, they remain more than willing to do their part in buying products from companies who share their concern about others in need. These companies are tapping their assets beyond just cash (such as their foot traffic, product offerings and marketing) to raise funds and awareness for critical social issues.
Companies who recognize the mindset of consumers this season and maintain their commitment to causes during these difficult times will gain a competitive advantage today and after the recession is over.
- Alison DaSilva
Tags: nonprofitcausebranding
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Can CR Withstand the Recession?
Need proof that corporate responsibility initiatives can withstand the recession? Consider this: According to a new study from Panel Intelligence, 80 percent of sustainability leaders surveyed (65 execs from Fortune 500 companies) in November say they intend to maintain or increase spending in areas related to sustainability next year. In fact, they reported that sustainability and clean technology spending, as a percentage of corporate revenues, is expected to increase 73 percent through 2010.
And well it should. Another recent study by A.T. Kearney reveals that, as a result of “ecoflation” (based on future analysis of increases in commodity prices, environmental and governmental policy and climate situations), packaged goods companies may expect a reduction in earnings of 19 to 47 percent in the next decade if they do not implement adequate sustainability measures. That’s nothing short of startling. Thankfully, unlike much of the rest of the business world of late, optimism and sound business sense do not seem to be in short supply among corporate responsibility leaders of some of the world’s leading companies.
Tags: corporateresponsibility
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Hybrids: The latest victim of the economy?
All eyes were on the automotive industry this week, particularly when the Big Three CEOs made their trip down to Washington – in their hybrid vehicles. According to Cone’s 2008 Green Gap survey , 71 percent of people consider the impact of the environment when buying a car. It should not be surprising, then, that hybrid sales have dramatically increased over the past few years. The introduction of the Toyota Prius, for example, left people waiting for up to a year to purchase. When celebrities like Leonardo DiCaprio were proudly driving around in them, it seemed like everyone wanted one. More and more models were rolled out for consumers to choose from. And, as gas prices climbed up to $4, people aggressively sought out more fuel-efficient vehicles.
The recent decline in the overall economy, however, has left many people deciding to hold off on car purchases altogether. Additionally, the recent drop in gas prices no longer presents the “urgency” once felt for fuel-efficiency and, ultimately, cost savings. Does this spell the end of the hybrid boom? Well, the good news is that while total vehicle sales plummeted in 2008 (down 15 percent in January through October,) hybrids were only down 3 percent . Hybrids’ market share continues to climb.
As the Big Three CEOs present their plans to Washington, they will certainly talk about sustainability and fuel efficiency. Let’s hope that they are authentic, because not only are these plans better for the environment, but they are what consumers are looking for.
Chevy Malibu Hybrid – driven to Washington by GM CEO Rick Wagoner
- Dena Pizzutti, Senior Account Executive
Tags: currentevents
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Buy Local Week
This week is the Business Alliance for Local Living Economies (BALLE) Networks’ buy local week . But does place still matter in this age of globalization?
For some, it seems to matter more. Recently, my husband and I visited a new local coffee house . Well, “house” might be an overstatement. It was more of a lab cum temple devoted to elevating coffee above its origins as the humble cup of joe. They roast the beans on the premises and spoke passionately about the various microclimates and artisanal flavors that are brought out by various climates, roasting techniques, water temperatures and brewing times. That might not come as a surprise to anyone who’s read about the Clover .
However, I was surprised that my new neighbors wouldn’t sell me a bag of beans, since the equipment I have at home isn’t good enough for their coffee. (No doubt, my husband will ensure that a burr grinder makes an appearance in our kitchen in the near future.) The java jocks were concerned that the ineffable highs and lows, the essence of place, the terrior, would be lost in translation.
Which brings me to the reason I’m blogging about this here: could place become a new cause célèbre?
The general awareness that place matters may have started with wine but foodies now consider it when selecting cheese, chocolate, tea, milk and countless other foods. The resurgence of interest in native plants , local culture and even capturing place-based memories all adds up to a new regionalism even as communities wrestle with the implications of globalization. Will it mean homogenization or a dynamic network of connections between vibrant, distinctive communities ? In many ways, the choice is ours as consumers – and perhaps more importantly, as citizens.
How does place show up in your life? Are you buying local this week?
-Talya Bosch, Account Director
Tags: currentevents
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The Buy Nothing Day Dilemma
Fourth quarter forecasts for retail companies are bleak this year, and consumer confidence is the lowest it’s been in years. A Deloitte survey released in late October reported that almost six in 10 consumers said they would reduce spending this holiday season, and nearly seven in 10 said they would wait for store sales, cut back on shopping trips to save gasoline and use more store coupons.
In some respects, it’s Christmas come early for Adbusters magazine: Each year they promote an alternative to the Black Friday shopping frenzy: Buy Nothing Day , “a day for society to examine the issue of over-consumption.” Given our troubled economy, this year many may unknowingly participate in this “holiday” simply because they cannot afford to do otherwise.
But is this the right time to deliberately choose to buy nothing? It’s a double-edged sword. For years, President Bush has told us to strengthen the economy by shopping more; indeed, the “Shop for America” mentality helped to lessen the impact of the recession in 2001, while at the same time contributing to the credit crisis our country faces today. So maybe a consumer-based economy isn’t the most sustainable model – but where does that leave you, the responsible citizen? Instead of buying nothing, buy less or buy with a purpose. Consider the environment and the bigger picture (is the product you are buying environmentally friendly?); consider the values your purchase supports (is the company you’re buying from committed to socially responsible business practices?); consider the impact your purchase has on future generations and the planet.
That’s certainly a lot to consider when you’re checking people off your list this holiday season. To keep you sane, here are a few ideas that live up to the above criteria:
- Purchase carbon offsets for family members who are traveling for the holiday
- Share your commitment to a cause and help someone in need by giving a “virtual charity gift” via Mercy Corps , UNICEF or Heifer International
- Host an organic holiday meal
- Double the impact of a cash gift with a Kiva.org loan
- Be eco-chic and wrap gifts in recycled paper
- Sell gifts you receive and don’t need (or want!) through eBay’s Giving Works and donate part or all of your sales to your favorite nonprofit organization
All you smart blog fans out there – please let us know your ideas and strategies for sustainably sharing the holiday spirit.
Happy Holidays!
- Jillian Wilson Martin, Senior Account Executive
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Gleaning Thanks
Truth be told, it does seem a little late for a harvest celebration. I’d prefer the timing of Canadian Thanksgiving, which seems more in synch with nature’s calendar – although our local gleaning project still is finding the season’s final remaining edibles in the field.
In case you don’t know, gleaning refers to the ancient tradition that required farmers to let peasants onto the fields after the harvest to “glean” any leftover produce. Tons of yummy and nutritious food is overlooked because it is late to ripen, doesn’t meet the exacting aesthetic specifications of most grocery chains, can’t easily be captured by mechanical harvesters or is otherwise hard to market. Today, most farmers just plow it under – a real tragedy considering how many inner-city neighborhoods don’t have access to fresh produce and how many food banks in every community are clamoring for donations.
According to Feeding America (formerly America’s Second Harvest), more than one in 10 families are “food insecure” and lack the peace of mind that comes with knowing there will be enough to eat. And, a growing number of families are going hungry in this difficult economic climate. Last month, a BBC poll found a majority of people in developing countries are eating less due to the rising cost of food. For example, 71 percent of people in Panama have altered their diet because of financial concerns.
Of course, there is an urgent human need to help feed – and shelter, clothe, educate and heal – our neighbors who are in need. We also need to examine and address the systemic issues at the heart of the problem. The BBC poll found that 70 percent of people worldwide are dissatisfied with their national government’s approach to keeping food affordable: Egypt (88% dissatisfied), the Philippines (86%), Lebanon (85%), France (79%), Russia (78%) and Italy (74%).
That’s a shame. Whether you’re looking for solutions from your government, local non-profit or neighbors, there is a dizzying array of creative ideas out there. From slow food to food sovereignty, from roof gardens to community gardens to permablitzing , and yes, even gleaning. That gives us plenty of reasons to roll up our sleeves before we sit down to give thanks during this Northern harvest season.
-Talya Bosch, Account Director
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Consider “Cause Coupons” this Holiday Season
I’d like to offer a message to retailers this holiday season (and one typically reserved for the customers they court): Give...and you just may receive.
It is no secret that the retail industry has been severely hit in the current economic climate. The loss figures many retailers are announcing continue to rise, while stock prices of such companies continue to plummet. The New York Times recently referred to the current state of the industry as a “ sales collapse .” Reuters reported the worst overall October sales reports in more than three decades .
And, it comes as no big surprise that discounters are not feeling as much heat. Wal-Mart was one of the few retailers posting gains over the past few months. Consignment shop sales have been steadily up since January.
The dire straits plaguing retailers this holiday season just may offer a silver lining for customers (Read: Coupons!)...and potentially for charities as well (Read: Proceeds!).
Many retailers are attempting to compete (with mega discounters as well as unprecedented sales of regularly full-priced competitors) by offering coupons, promotions and discounts of the caliber typically reserved for post-holiday shopping. After all, a quick Google Trend scan , shows searches for “coupons” up significantly in the past few months. As retailers try to stand out in the race for thinner wallets...some coupons and promotions may be further tied to charitable donations/philanthropy, as an added incentive for sluggish customers.
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Standing for Something in Recession
We continue to be pleasantly surprised and impressed by the companies announcing the launch of new cause and philanthropy programs amid the current economic crisis. A few weeks ago we reported that Starbucks joined the Product (RED) campaign, and this week we learned that Wal-Mart has announced its intention to donate more than 90 million pounds of fresh food annually to Feeding America (formerly America’s Second Harvest). The company also invested financial donations and employee time in building the infrastructure necessary for the success of this program, such as freezer trucks, shelving and lighting, to ensure the delivery of critically needed fresh food from store to table is safe and minimizes waste.
It may seem slightly counterintuitive that in such a precarious economic climate, companies would not only be sustaining existing programs, but embarking on new ones. But, as the president of the Wal-Mart Foundation noted, “We are a strong company, and we share what we have with people in need.” Bucking the urge, and even the pressure from internal and external critics, to cut and run, companies who maintain and grow their commitments to social and environmental issues during a time of instability exude strength and reinforce the loyalty of consumers and employees.
Previous recessions have shown that companies who invest in reputation building withstand the turmoil and come out on top in the end. For example, during the early 1990s, Nike tripled its focus on reputation, minimizing competitive threats and driving profits nine times higher out of recession than going in. GE, Disney, HP and Microsoft were each founded during recessions or times of panic and all invested heavily in communications and reputation-building efforts. It will no doubt be a long road, but we look forward to watching the corporate leaders, who recognize the importance of investing in reputation building and responsible business practices during these tough times, gain worthy recognition and loyalty in the years to come.
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Leesa (or insert your name here) Powered
I have lived in the city for years, and for years getting around this joint has never been pleasant. It’s just something you have to deal with. Whether it is the increase in train fares, the parking tickets, a place to put your car, the traffic or the price of gas, navigating you way around any metropolitan area never goes into the pro column of “reasons to live and work in a city.” But a few years ago, all that changed.
Even though I only lived five miles from work, it was taking me over an hour to get there and I was in search of a better way. A co-worker of mine was riding her bike to the train every day, and I thought that was great idea. So I started riding as well. But since I was already packed and ready to go on the bike, l just started riding all the way into work instead of just to the train. I am pretty sure it is one of the best choices I made since not only am I saving a ton of time and money because riding a bike is cheaper (free) and faster than taking the train, I am reducing my carbon footprint. So now my commute is 100% Leesa powered.
There is a bike for every skill level . From an easy-to-ride mountain bike to a fixed gear with no breaks, you can find a bike that works best for your skill level. At first it was a bit tricky to ride with traffic since, where I grew up, you rode on the sidewalk. But once you get used to that, you are all set. Don’t like the way a big clunky bike helmet looks on your head? There are assortments of cool skate and snowboard helmets to help keep you looking hip, keeping you safe and warm in the wintertime while you ride.
It seems to be catching on. There has been a surge in folks riding to work, and many companies are now rewarding their pedi-pedestrians with some great benefits , from money toward bike purchases and repairs to a safe, covered storage facility for employee bicycles.
On top of all that, bike riding is a multi-taskers dream. I ride a total of 10-12 miles a day, which means I get my workout in while I am pedaling to and from work. Biking can be low to high impact. Ride in leisurely and enjoy the view some days or really push it and give yourself a high-impact workout on other days. I burn anywhere from 300-700 calories a day biking to work. The best part is it fits right into my day; I don’t have to plan or rush to the gym after work.
Biking is hip . Back in the day, bike riding around where I grew up was reserved for kids or people doing it for pure sport. There was really nothing cool about it. Since then, biking has had a makeover, and now it’s hip. And why wouldn’t it be... With concerns about the environment being one of the hot issues in this election, the bad economy and the gas prices, people are looking for ways to help mother nature and to keep money in their pockets. Plus biking is just easy. You show up, you lock your bike, and you are on your merry little way. No more waiting for the train! No more circling around Harvard Square for an hour waiting for that open metered space!! No more paying over 20 bucks to park somewhere!!! And you are bettering your health and the environment all at once. You can’t go wrong with it. Personally, I think bike messengers are like the cowboys, and America loves its cowboys . Ride a bike not a (gas) hog.
-Lisa (Leesa) Coyne, Designer
Tags: environment
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BSR- Addressing CR in the New Economy
Against the backdrop of economic turmoil and a historic U.S. presidential election, business leaders from around the world shared their sentiments about the future of corporate responsibility during the Business for Social Responsibility (BSR) Conference last week in New York.
Photo credit: www.bsr.org
A third of attendees, representing corporations, NGOs, government and academia, took part in the BSR/Cone Corporate Responsibility in a New World Survey , which revealed that despite tough times and the possibility of declining budgets, these corporate responsibility leaders share a surprising optimism:
- Seventy-seven percent remain optimistic that global business will embrace responsible business practices as part of their core strategies and operations in the next five years.
- Nearly three-quarters (72%) believe there will be increasing demands on business to solve social problems, but more than half of these respondents expect business will meet these demands.
- Nearly nine out of 10 believe President-elect Obama will have a positive impact on advancing the corporate responsibility agenda around the world.
The continued drive toward responsibility, despite the declining economy, is rooted in these business leaders’ belief that corporate responsibility is core to sustainable economic growth worldwide. In fact, more than two-thirds of respondents said that more responsible business practices could have lessened, or even prevented, the current economic downturn.
As Jeff Immelt, GE CEO and keynote speaker, explained during the conference, his beliefs on the role of business addressing climate change and selling products that help solve environmental problems are not just feel-good; it’s ultimately about the bottom-line. GE’s suite of ecomagination products is evidence- it’s grown from $5 billion since its inception to about $17 billion today.
Click here for additional findings from the BSR/Cone 2008 Corporate Responsibility in a New World Survey . And, for information from the BSR conference, including session summaries and video highlights, click here .
*Cone has joined Facebook. Click here to become a fan!
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Reset - Jeff Immelt from the BSR Conference
This fall I have been at three terrific conferences, each having GE CEO Jeff Immelt as a key speaker. From Arthur Page (membership-only senior corporate communications executives), to the Harvard Business School Centennial, and last week, at the Business for Social Responsibility Conference, Jeff provides tailored comments that are candid, audience-specific and provocative.
I got the most from Jeff's BSR speech, so I will share those comments here. Let's call this one: 'Doing well and doing right.' He focused his comments on five key points.
#1. Jeff talked about the current economic crisis as a 'reset,' not a standard business cycle. Three things will come from this: Specific industries will be restructured within the next 6-12 months (ex. the financial services industry), the intersection with government and business in the U.S. and Europe will change for at least a generation and now we are in an era of transparency that is profoundly different than even six months ago. 'That companies need to stand for something beyond the bottom line is profound.' said Immelt. 'We are in an emotional, social and economic reset,' he continued.
#2. People are afraid, especially regarding financing and credit. We need strong leadership now to reinstill confidence in people, especially our employees. 'We need to teach our people to compete,' especially in the areas key to the economy -- energy, healthcare, education and financial systems. These pillars, he said, play a central role in a reset world. It is critical to turn the fear, via strong leadership, into self confidence.
#3. Corporate social responsibility must be strategic from the core of the company, and then move outward. In the end, he emphasized the 'corporate' part of CSR. It needs to make money for the corporation, or it will not be sustainable. Within CSR he talked about the critical areas of governance, transparency, building trust and innovation. He mentioned that GE is spending over $6 billion on R&D in the recession to stay ahead of competition and to be customer focused and socially relevant.....of course he mentioned the company's investments in environmentally and socially-focused new products and services -- clean energy, water, access to affordable healthcare, with their foundation focusing on helping develop new engineers in key cities where they have large operations.
#4. Engagement. It is critical to fully engage with key stakeholders -- employees, customers, governments, NGOs, even with people who 'make you feel uncomfortable.' Discussion and relationships are critically important in a reset world.
#5. Globalization. In a global world, everything is interconnected and will only become more so.
Companies and their leadership must get the first four things right -- understanding we now live in a reset world, that we must regain our confidence, that we must act in a socially-responsible way, that we need to be fully engaged in our work as well as committed to solving today's and tomorrow's challenges -- doing these well sets up a company to compete successfully in a global economy and in an ever-increasing interconnected world.
Competitiveness. Trust. Confidence. Great people. Technology to help solve the world's biggest issues. That is how GE will march forward in a reset world. Great insights for companies, large and small.
- Carol Cone
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Brand U.S.A
It’s Election Day in the United States, yet still too soon to say for sure what the outcome will be. (Lemme give a shout-out to my friends in Florida.)
While it seems hard to imagine any aspect of this campaign cycle that hasn’t been hashed and re-hashed – $150,000 wardrobe! Lipstick and pigs! Joe the Plumber-who-isn’t! – it may be worth considering this vote from the perspective of global branding. Yes, I said branding.
Now, when we talk about national brands, we often are referring to products and services that are promoted on the national level. When you’re talking about the way a sovereign nation is branded and perceived around the world, it’s worth asking to what degree the same rules apply. What factors influence “brand U.S.A.” – and how do those influences change over time?
Of course, leaders help shape the brand identity, and as Ed Moed points out , there is a certain degree of wizardry in crafting a politician’s image. I’d suggest that the more successful align their brand attributes with the mother brand of national identity.
In what is perhaps the largest and longest-running experiment in participatory branding, nations boast a range of other brand ambassadors, from average citizens (think Michael Fay ) to Peace Corps workers. Corporate brands also influence perception – whether Union Carbide or GE .
What does all of this mean for the U.S.? I’m going to go out on a limb here and say that the “shot heard round the world” may have ushered in the first real national cause brand. Think about it: there was an issue, an architecture for engagement, an authentic, lofty goal....
Today, of course, some say that the brand is defined only by the so-called “real America,” an issue Sam Ford explores a recent blog post . If we buy into that dualistic thinking and that narrow definition of the cause, we may run the risk of creating what Frank Shaw calls a brittle brand - a self-definition that lacks nuance – and perhaps true global relevance in the years ahead.
The votes cast today may decide the future not only of the brand, but of the cause behind it. Perhaps that is one reason why people around the world are following this campaign so closely. My mother is running a national campaign field office in New Hampshire, and has had visitors from Germany, Australia and South Africa stop in to see the process in action. The outcome will have a dramatic impact on vital issues in the U.S. and around the world. In a recent BBC poll , all countries surveyed prefer Obama to McCain in what Nicholas Kristof of The New York Times said could amount to a rebranding of America in the eyes of the world.
Of course, world opinion doesn’t always predict the outcome in U.S. elections. After all, a similar BBC World Service poll in advance of the 2004 U.S. presidential election found 30 out of 35 countries polled preferred Democratic nominee John Kerry over George Bush, who won re-election. Four years ago, the Philippines, Nigeria and Poland were among the few countries to prefer the Republican incumbent. For what it’s worth, all three now prefer Barack Obama over John McCain.
The renewed interest in the process amounts to a cause in its own right. The non-partisan Election Protection Coalition is mounting an impressive effort to promote equal access to the polls – and asking people to sponsor their hotline. NPR is encouraging folks to submit live reports of voting problems, and has joined with a dizzying array of other groups as part of the Twitter Vote Report . Starbucks is offering free coffee to those who vote, while challenging people to care as much on November 5th as we do today. Now, there’s a cause to consider....
-Talya Bosch, Account Director, Cause Branding
Tags: currentevents
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Starbucks Goes (RED)
Starbucks will soon be decked out in (RED), but it’s not just to celebrate the holidays. As part of its new “Shared Planet” commitment, the coffee brand announced at its managers conference in New Orleans that it will be the latest company to partner with (PRODUCT) RED. Beginning in late November, Starbucks will donate 5 cents to the Global Fund to benefit AIDS programs in Africa for each holiday beverage it sells throughout the season (other products will later be designated during this multiyear commitment). Although Starbucks joins an impressive roster of (RED) companies, including Gap, Converse and Apple, it may still be surprising that the company has signed on to a new philanthropic commitment when the economy is in such turmoil. But as (RED) co-founder Bono explained during a surprise speech at the meeting, “This is not charity. This is commerce.”
Leadership companies recognize that the health of business and society are intrinsically linked. As a result, companies have an opportunity to make a positive impact on social and environmental issues that will ultimately be rewarded with short-term sales, long-term reputational gains and stakeholder loyalty. Consumers may be buying less, but they will be buying better. Consequently, the value of corporate commitments to help solve societal issues goes far beyond the dollar in troubled times like these.
For Cone’s perspective on how Cause Branding can continue to thrive despite the economy, please visit our Web site .
*In the interest of full disclosure, Starbucks is a Cone client; however, Cone is not involved in this partnership.
Tags: causebranding
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Digital Trick-or-Treat: UNICEF
Trick-or-treaters armed with orange UNICEF boxes once were the precursor to the holiday giving season. Yet, I haven’t seen many kids working to support UNICEF in my neighborhood lately. Have you?
I’ve heard that there’s a decline in this tradition nationwide, although I’m not sure of the latest numbers. I wonder whether folks are less likely to give money to strangers – is UNICEF a victim of the trend toward bowling alone ? Or, perhaps people are just more likely to engage in other ways. After all, this year UNICEF allows you to trick-or-treat , via mobile phone , and on myspace and Facebook where 2,497 members have given $634 so far. You also can send a Halloween e-card .
Does e-engagement make up for a decline in real-world involvement by the next generation? Or, is it just as – if not more – meaningful and effective?
Of course, I should note that UNICEF is offering a range of options for engagement, from a family activity calendar for parents (which seems a tad short on activities, but may be effective in raising awareness) to what appear to be outstanding and extremely thoughtful lesson plans for teachers at the elementary, middle and high school levels on five issues including disaster relief, water and the root causes of exclusion. There also are links to games, brochures and online activities. Yet, all that e-content raises a question: should we, as parents and educators, encourage one form of involvement over another – and why?
What will you be doing this Halloween? Our family will be raising money for UNICEF...the old-fashioned way.
-Talya Bosch, Account Director, Cause Branding
Tags: nonprofitcausebranding
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Green$ense During Economic Nonsense
Like everybody else in a down economy, Americans are doing whatever they can to stretch what little money they have as far as it will go. So you can imagine how attractive a new offer from Citizens Bank promising customers an additional $120 a year in their checking account sounds; especially when people are being forced to pay higher prices for everything from home heating oil to milk.
Citizens’ Green$ense is designed to encourage customers to transition their checking accounts to a paperless, electronic funds transfer system by offering to “pay” the customer 10 cents every time they use their Green$ense debit card to make a purchase or pay a bill online, up to $120 a year. By eliminating the paper associated with most bill-paying transactions, Citizens Bank hopes to do its part to reduce its impact on the environment. It’s a clever way to help save the planet, especially in these tough economic times when environmental concerns are competing with economic concerns as consumers struggle to make ends meet.
Though not everyone is buying into Green$ense—an AdRants blogger says it will lead to layoffs of bank tellers—Citizens Bank does make an effort to justify the campaign by quantifying the impact of going paperless. According to the Web site, after one year [http://www.citizensbank.com/greensense/why.aspx]of using Green$ense, consumers could:
The Web site also provides a payment impact calculator, green tips and articles and scrolls quick “did-you-knows” across the top of each page to further illustrate the effects of the campaign. For instance, “If just 1 in 10 of our customers switched to Green$ense, that would be the equivalent of taking 5,000 cars off the road.” The program is not perfect—you have to throw away a perfectly good debit card to make room for a new recycled-plastic Green$ense card—but it does offer consumers an easy incentive to keep the environment relevant in a down economy.
- Andrea Larrumbide, Insights Associate
Tags: environment
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Participatory Philanthropy
With economic woes causing many charities to worry about a fall-off in donations, Western Union is helping cash-strapped consumers support one of eight leading non-profits without spending a dime.
This week, the company launched a Facebook campaign dubbed Our World Gives, inviting users of the popular social networking site to vote for the non-profit to receive a $50,000 contribution. Contenders include Accion USA , American Red Cross , CARE , Mercy Corps , Room to Read , US Fund for UNICEF , Opportunity International , and World Vision . Our World Gives’ is part of Western Union’s Our World, Our FamilySM program, a five-year, $50 million commitment to facilitating global economic opportunity. (In the interest of full disclosure, Western Union not only is a fascinating company, but also a Cone client.)
Users have approximately 35 days to rally friends and family on behalf of their favorite cause. This effort is part of a broader trend toward participatory or democratic philanthropy, which engages the public in corporate and foundation decision-making around giving priorities. Read the Chronicle of Philanthropy’s coverage and share your thoughts.
-Talya Bosch, Account Director, Cause Branding
Tags: campaigns
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Does CSR Pay? It Depends Who You Ask!
Many people have been asking my opinion of the recent Forbes Opinion piece, “CSR Doesn’t Pay,” David Vogel concludes that a company’s responsible business practices will not positively impact its bottom line. He bases this on roughly evaluating a handful of Fortune 500 companies.
My response is, in short, that for every CSR proponent, there is a detractor. Like Vogel, others have undertaken similar analyses, but the conclusions are very different:
- A 2007 Goldman Sachs report showed that among the six sectors covered – energy, mining, steel, food, beverages, and media – companies that are considered leaders in implementing environmental, social and governance (ESG) policies to create sustained competitive advantage have outperformed the general stock market by 25 percent since August 2005. Additionally, 72% of these companies have outperformed their peers over the same period.
- According to the Domini 400 Social Index , companies with positive ESG performance have compared stronger than the S&P over the last 18 years.
While Cone agrees that the business case for CSR cannot be directly linked to improved financial performance, there is a broader business case to be made for CSR (when done right); namely, that it can increase engagement among employees, bolster corporate reputation, lead to product innovation and differentiation, help manage risk, decrease environmental impact and contribute to solving social problems.
At the end of the day, however, as Vogel points out and the current situation among financial institutions is a telling example, CSR is not going to save a company that has made poor business decisions.
- Alison DaSilva, EVP, Knowledge Leadership and Insights
Tags: corporateresponsibility
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A Real Social Cause
With thousands of popular Facebook Causes applications and Web sites like Changents.com , which bring together people who want to share their altruistic experiences, there’s little doubt that cause and social media make great bed fellows. Worried that you won’t be homing in on your target audience? Don’t be. According to our 2008 Business in Social Media Study , 59 percent of social media users are already interacting with companies online. In fact, 25 percent interact more than once per week.
As social media marketing moves beyond its tipping point, companies searching for new ways to engage their stakeholders with a cause are starting to take notice. In its recent Press Play: Be the Change campaign, GAP challenged its employees to create videos of themselves performing volunteer work and post them on www.pressplayatgap.com . Customers were then asked to vote on the best video with the winning submission receiving $10,000 to be donated to the charity of the employee’s choice.
Press Play: Be the Change serves not only as an innovative employee engagement program, but it also makes it easy for consumers to voice their opinions by voting for the best video and ultimately rewarding a worthy nonprofit. This new brand touchpoint could even win GAP added customer loyalty; 56 percent of social media users feel a stronger connection to a brand when they can interact with it in a social media setting.
But—a word of advice before you decide to launch a social media cause strategy—you need to cede control of the conversation. In social media, it’s enough just to be a part of the conversation, so allow consumers to express their own thoughts and ideas, whether approving or disapproving. You may actually learn something valuable from your detractors.
Tags: causebranding
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Cause Marketing: The Time is Now
A month ago, we commented on a survey in Ad Age (login required) which found cause-related marketing is no longer a leading priority for marketers due to their pessimism over the economy. Today, the economy is worse than before, but the disheartening findings have been tempered by another Ad Age article which shows that some of the world’s leading marketers apparently didn’t receive that memo. Marketers at brands such as Target, Office Max, Sears, General Mills and even P&G powerhouse Jim Stengel are maintaining – or growing – their cause programs to foster loyalty among nervous consumers. “Purpose branding...is more important than ever,” Stengel explained.
Consumers may be wary, but they will find responsibility refreshing amid the corporate deceit and disappointment of late. And, as some marketers inevitably shift their focus away from cause and environmental marketing, there is a renewed opportunity for the staunchest supporters to reaffirm their commitments to social and environmental issues and break through the cause clutter. Consumers recognize that their wallets may be tighter, and they will appreciate those companies that provide an opportunity to impact important issues through their everyday purchases.
For behavioral and attitudinal proof that consumers respond to cause marketing, please check out Cone’s latest research .
Tags: causebranding
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Blog Action Day 2008 - Giving vs. Investing
Companies and individuals are increasingly approaching global and domestic issues in a new way. The days of simply cutting a check to support a charity have changed. Since the issues and challenges we face today are global, individuals and companies are choosing to not just give to people in need, but to invest in helping others and address issues around the world.
The difference between giving and investing lies both in the expectations and the results. Where giving may end with the check being cut, investing requires an ROI. Giving is largely measured in outputs (i.e., # of books donated), whereas investing is more concerned with outcomes (percent of women moving out of poverty as a result of education).
Kiva.org is a great example of individuals investing in the efforts of people around the world as they try to pull themselves and their families out of poverty. In the corporate world, ITT (a Cone client) is investing in sustainable water solutions in communities to increase child success through education, while decreasing absentee days due to illness and unhealthful sanitation experiences. ITT has a three+ year measurement system in place to track this social investment.
Five years ago, companies would give money to help build a school somewhere in the world. Today, they are investing not only in the school building, but in the development of the children who will benefit from the school. Investing is sustainable and will help drive true social change.
How about you? What do you think?
Join today’s Blog Action Day dialogue about poverty and share your thoughts and examples about how companies and nonprofits alike are moving from giving to investing.
- Jeff Terry, VP Cause Branding
Tags: philanthropy
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Avon's Breast Cancer Army Grows
Fifteen years ago, I was invited to Avon's headquarters in New York City to meet with senior executives and their CEO, Jim Preston, to discuss the emerging strategy of linking a company with a cause.
I will never forget that day. In a very large boardroom, with Avon's mission in large brass letters on the wall, we discussed the company's desire to deepen its relationship with its consultants -- 500,000 in the US with almost a million more globally -- in an emotional and powerful way. Jim talked about a new strategy he had heard about, cause marketing. 'Lets explore this,' he said.
From that meeting was born Avon's global citizenship platform - The Avon Worldwide Fund for Women's Health , and in the United States, the Avon Breast Cancer Awareness Crusade .
Both grew from the company's deep and authentic commitment to women -- to give them flexible jobs, training and personal development. They wanted to do more.
read more...
Tags: currentevents
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Loads of Hope (and help)
“Wash, dry, repeat.” A fitting mantra for a team of Procter & Gamble employees and volunteers working tirelessly to wash thousands of loads of laundry for victims of the frequent natural disasters afflicting the United States over the last few years. What began as an effort in New Orleans after Hurricane Katrina, the Tide brand’s “Loads of Hope” program has since traveled, fittingly, in a bright orange truck, to California after the wildfires, Iowa for flooding, and most recently, to Galveston, Texas after Hurricane Ike overwhelmed the city.
Although many of P&G’s uniquely brand-specific programs are widely marketed (Pampers’ “One Pack = One Vaccine,” “Crest Healthy Smiles,” Tampax/Always’ “Protecting Futures,” for example), Tide’s “Loads of Hope” seems to be quietly toiling away in regions affected by natural disasters to provide a small, but meaningful and overlooked service to those struggling to recover. Pressing global issues may be top of mind for many organizations today, but at the same time, nearly half of Americans still believe companies should prioritize support of issues that affect the quality of life locally. As economic conditions further unravel, the importance of in-kind programs that help heal local communities and engage employees in meaningful work will only continue to grow.
Tags: campaigns
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25th Anniversary of Cause Marketing
To celebrate the 25th year since American Express first coined the term 'cause-related marketing,' Cone is excited to release our newest research report: 'Past. Present. Future. The 25th Anniversary of Cause Marketing.' Download it here .
Not only have we updated our 15 years of longitudinal data examining Americans’ expectations of companies to support causes, but for the first time, we have captured actual behavioral data in a consumer study conducted with Duke University. Findings from both surveys, as well as a timeline of the most significant cause-related milestones of the past 25 years and a look into the Socially Responsible Consumer, are available in the complete report.
A few key findings include:
- Exponential sales increases (74% and 28%) in two cause-related product categories
- Participants spent nearly twice as long reviewing cause-related ads as general corporate advertisements
- 78% of Americans feel companies should maintain their philanthropic giving or even give more during tough economic times
- 79% of Americans would be likely to switch brands to one associated with a good cause (compared to 66% in 1993)
- Education, economic development and health and disease topped the list of priority issues for companies to address
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Those Amazing Blue Eyes
Some years ago I had the honor of meeting Paul Newman to discuss Newman's Own in his New York City office. What anticipation I had for that meeting! Growing up, he was one of my cultural touch stones. Cool Hand Luke...I'll never forget the line in that film, 'What we have here is a failure to communicate.' Other films I loved: Cat on a Hot Tin Roof. Hud. The Hustler. Butch Cassidy and the Sundance Kid.
Yes his eyes twinkled. And he was so, so funny and so heartfelt as he shared wonderful stories about the Hole in the Wall Gang Camps, the creation of Newman's Own and its power to help many in need.
I'll never forget the story he shared about a young boy he met at one of the Camps. They were sitting in a western-themed, cavernous mess hall. It was lunchtime. The boy was very shy and kept looking up at him, then glancing away. Paul, wanting to make the youngster at ease, introduced himself: 'Hi, I'm Paul Newman.' The young boy seemed not to know who Paul was. Still eager to strike up a conversation, Paul pointed to his face on a Newman's Own lemonade carton on the center of the table. 'That's me. Paul Newman!' The young boy sat back for a second, looked up, looked away, then as his lip trembled, he whispered, 'Were you kidnapped?!' Paul howled as he gave that punchline!
After that visit, we ventured to Westport and met the management team of Newman's Own. What a bright and caring group. Salad dressing. Pretzels (one of my favorites). Salsa. So many tasty foods enfused with Paul's love of humor, with intriguing product and attribute descriptions and a one-of-a-kind kicker -- all profits donated to charity.
Now some $250 million later, these products are staples in homes across the country. Hundreds of charities have benefited from his 'lark,' as he called the creation of the first salad dressings. Children have a wonderful respite at the Camps.
And we, as a cause-affiliated community, learned that the highest power of commerce and cause happens when it's driven by true authenticity offering quality products filled with splashes of humor.
Newman's Own will live on beyond Paul as a wonderful company with values as deep as the blue in his eyes.
We will all terribly miss you Paul.
Carol
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Provocative Cause Programs
In “Shock and Awe Makes an Impression,” The Nonprofit Times highlights a handful of cause-related awareness campaigns that have employed edgy messages to break through the clutter. Organizations such as the United Way of Greater Milwaukee and the Montana Meth Project are startling their audiences into attention with thought-provoking campaigns; however, several other recent news items indicate that provocative campaigns do not always make the right impression.
Cause marketing blogger Paul Jones shared his disdain in a recent post over two breast cancer-related cause programs whose “decidedly mischievous approach” struck him as slightly distasteful. In July, a Virgin Mobile campaign, “Strip2Clothe,” drew such heat that the company, known for its unconventional messages, revised the program to the somewhat more awkward “Blank2Clothe” to appease critics. Most recently, The Chronicle of Philanthropy discussed a breast cancer charity TV ad which is making some viewers “uneasy,” while others find it “tasteless.”
If these accounts are any indication, there is a very delicate line between being original and being offensive. Organizations must weigh the costs and benefits of embarking on such a program and carefully consider the audience they want to reach, the people they intend to serve, the nature of the issue and existing messages and sentiment within the marketplace. Yet, there is something to be said for emboldened organizations that push boundaries. Although provocative campaigns and messages naturally come with risk, the greatest threat often lies in not breaking through at all.
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Cause Marketing Lower Priority for Marketers
New research this week from Duke University found marketers are putting less emphasis on cause- and green-related marketing as priorities due to their pessimism over the economy. According to the survey, “marketing that is ‘beneficial for society’ or that minimizes the impact on the environment” ranked slightly below three other more pressing priorities, including developing consumer insights, sharing marketing knowledge and preparing for crises.
It is not unrealistic to think that consumers may too have other priorities as a bewildering combination of increased prices, decreased sizes and reformulated products line their supermarket shelves. Yet, even in the best of economic times, cause still competes with traditional shopper values such as price, quality and convenience, so while the consumer value proposition may becoming more acute, it certainly has not shifted entirely. Cause continues to be a value-add that differentiates companies and brands and, as a quote in Ad Age explains, cause marketing “is still what will get the news. ... Your coupon isn’t something reporters or the ‘Today’ show are going to want to talk about.” We believe consumers are likely to agree. Upcoming research from Cone finds that Americans have higher expectations than ever before for companies’ cause-related efforts and are very likely to buy. Stay tuned.
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China Finding Balance- Part III
Kristian Darigan spent the month of June researching CSR in China. This post is the third of a four-part series where she will share her experiences and insights.
Due to the length of this series, each section will now be available in pdf form. To access the pdf of Part III, click here .
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Cause Marketing with Celebrities
New research out this week surveyed marketers to explore the roles of celebrities in cause-marketing efforts, and the findings indicate that while these spokespeople often help raise awareness of a cause, they are not particularly effective in inspiring people to act. According to survey, the majority of respondents (about 58%) indicate a celeb’s tie to a cause may motivate them to look into the cause, but not necessarily become involved. Cone’s own consumer research found that Americans cite celebrity involvement as one of the least effective communication tools for nonprofits to reach them–specifically, it ranked No. 9 on a list of 10 (falling well behind such preferred methods as word-of-mouth and media coverage). And, only 15 percent of Americans said celebrities are likely to influence their decision to support a cause or charity.
Yet, that is not to say that star power can’t be an important asset. Consider the (RED) campaign’s more than $60 million raised to-date for the Global Fund which can be attributed in-part to Bono and his famous friends, or the success of Lance Armstrong’s LIVESTRONG campaign to fight cancer, including sales of his yellow wristband (reaching 55 million sold in 2005) . These two campaigns led the pack as the Celebrity Cause Marketing Survey’s most memorable celebrity campaigns. The celebrities involved in these issues sustain our interest, gain real respect and ultimately advance support for the cause, because they are authentic (often involves a deep personal connection to the cause and willingness to share a personal story), long-term (commitment extends beyond one day, one event or one media tour) and particularly generous (includes significant personal donations of money, time and fame or access).
- Lance Armstrong LiveStrong 15.90%
- Bono (Product) Red 10.90%
- Angelina Jolie UNICEF 4.50%
- Al Gore Global Warming 4.00%
- Brad Pitt Katrina/New Orleans Rebuild 3.50%
To learn more about celebrities’ favorite causes , check out the new philanthropic site causecast.org .
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HP- Thinking Inside the Box
To reduce the environmental impact of one of its laptops, HP is thinking inside the box . In a thoughtful approach to getting its product both into stores and home to consumers, the computer company is wrapping a line of its PCs in the HP Protect Messenger Bag, made from 100 percent recycled materials, before shipping to retail stores, thereby eliminating product packaging by 97 percent.
But the positive impact does not end there. The laptops will be both displayed and sold in the messenger bags, eliminating the need for additional boxes or shopping bags and allowing consumers to tote their new product and accessories home in earth-friendly style. To complete the product lifecycle, the Wal-Mart and Sam’s Club locations where the product is sold will offer free recycling of the old computers when the new laptop is purchased.
According to Cone’s 2007 Consumer Environmental Survey , when it comes to ways Americans want companies to help preserve the environment, minimizing product packaging is key. In fact, 69 percent of Americans said designing products with more environmentally-friendly contents and minimal packaging was important. Their other environmental expectations include:
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Reduce pollution through office and manufacturing operations - 71%
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Design products/packaging with more environmentally friendly contents and minimal packaging - 69%
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Distribute and transport products more efficiently - 69%
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Communicate environmental efforts to consumers and employees so each group can support those efforts- 62%
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Donate money/services to support environmental causes - 59%
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Lobby for environmentally-friendly policies - 57%
For more Cone research and insights, please visit our Web site .
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Employee Engagement to the Extreme
As workers in 27 LUSH cosmetics shops across the nation demonstrated this week, when employees are passionate and engaged in their companies’ cause programs, they can help make a strong statement. In the case of LUSH employees, they took a stand on the issue of product overpackaging by shedding their own “packaging” Wednesday afternoon and working in the nude—except for their aprons, of course.
Although LUSH took employee engagement to the extreme to make a statement and draw attention to its cause, it is important to realize that its naked protest was part of the mission of the greater organization. LUSH cosmetics specializes in soaps and other body products that are often produced as solids, therefore requiring little or no packaging. The organization itself aims to protect the environment by leading the industry in its efforts to eliminate packaging, and employees were able to take this cause public and educate customers about the environmental impacts of packaged goods.
As our 2007 Cause Evolution research indicates, today’s employees want to work for organizations that are socially responsible and feel a stronger loyalty to their company when they are engaged with their cause programs. In fact, 93 percent of Americans believe it is important for their companies to provide employees with opportunities to become involved in the causes they support. The LUSH employees were able to “become the cause” and make a powerful statement to the public, strengthening the organizations underlying brand values, while also promoting the shops’ “naked,” or unpackaged, products.
Companies, as we take a day to celebrate “the working citizen” this week, take a moment to thank your employees for supporting your brand visions, and brainstorm how they can become more involved with the causes your organization supports, but you may want to encourage clothing!
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Where are the Back-to-School Cause Promotions?
Like most parents, I am hitting the stores to buy new sneakers and clothes that fit my growing children and the needed school supplies to fill their backpacks. While on my journeys I have been surprised and disappointed by the lack of visible back-to-school cause promotions. In years past, Office Depot and Staples had almost identical cause promotions to gain competitive advantage while raising money for local schools. JCPenney, Target and other retailers strongly marketed their long-standing commitments to education during this time of intense shopping. Such efforts were a key factor in where I shopped.
There are a few programs out there right now (see below), but I really had to search for them proactively as companies are not investing in marketing their cause efforts. This is another sad acknowledgement of our depressed economy, as companies are responding to the cash- and credit constrained shopper with price cut messages. While I am not going to reiterate the findings of research (ours and others), I wish companies would remember that loyal consumer relationships are built on more than price alone. When product, price and quality is comparable, there are still many consumers who want a reason to shop at Store A versus B. Also, if you’ll notice below, there are ways to structure cause promotions that encourage repeat purchases and future savings, i.e.: gift cards, coupons, sweepstakes. It’s a dual benefit that consumers won’t pass up!
Here are the promotions that I noticed; if you see any others, please post!!!
• Clorox Healthy Classroom Heroes : Consumers can nominate teachers who have created a clean and tidy learning environment and inspired their students to adopt healthy habits. Clorox will give the teacher, school and parent a combined $30,000 of cash/products.
• Staples “Do Something 101” : Staples is partnering with the nonprofit DoSomething.org and American Idol winner Jordin Sparks to develop Do Something 101 , a national Back to School program in which teens will be encouraged to collect school supplies to support underserved children and drop them off at their local Staples store. Staples is also donating proceeds from the sale of its Easy Button , up to $1 million each year, to Boys & Girls Clubs of America.
• Levi’s and JCPenney: Both companies have teamed up and pledged $100,000 for VH1’s Save the Music Foundation , which supports music programs in public schools by donating musical instruments. From July 27 through Aug. 2, Levi’s donated $5 from each customer who bought two pairs of Levi’s jeans at participating JCPenney stores or online. In return, customers received a $10 JCPenney gift card.
-Alison DaSilva, Executive Vice President
Tags: causebranding
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CRM- Hawks and Honeybees
What's the correlation between burning hawks and disappearing honeybees? Believe it or not, they are both the intended beneficiaries of cause-related marketing initiatives currently in the marketplace. Many organizations are looking beyond health, education and the environment to identify new issues to support that will allow them to stand out amidst the cause clutter, and we may have just uncovered the most far-flung: A new effort by a California wine company aims to prevent avian electrocutions and deaths as a result of collisions with power lines. Ten percent from the sales of the new 'Burning Hawk' wine label will go to as of yet unidentified groups addressing this issue, which, according to research, costs the state an estimated $34 million a year and kills 174 million birds.
Contrast this with Häagen-Dazs' relatively new 'Help the Honeybees' cause program. More than just a cutesy campaign, Häagen-Dazs is facing a real business issue as honeybee populations mysteriously disappear. Bee pollination is essential for the ingredients in roughly 40 percent of the ice cream maker's natural flavors (think strawberries or almonds), and a decreasing bee population threatens flavor variety and risks increased costs that will be passed on to the consumer. Häagen-Dazs has developed a multi-faceted consumer-facing program to raise attention for this niche, though legitimate, business and social issue, which includes cause (a portion of sales from certain flavors will go toward honeybee and sustainable pollination research), a panel of credibility experts and partnerships, educational components, community and employee involvement, advocacy, in-kind donations and extensive marketing both on- and offline. In fact, the company's somewhat bizarre viral bee video has been captivating viewers online to a tune of more than 2 million views in its first two weeks.
No doubt, 'Burning Hawk' is addressing an interesting cause, and one that may well attract curious consumers to the label, but it's clearly a stretch to say this issue is strategic or aligned with the business. As more small businesses enter the cause-related space and seek attention amidst dozens of other well-meaning companies doing the same, they would do well to observe the best practices of companies such as Häagen-Dazs, which has brought a seemingly obscure, but pressing business issue to light.
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Round 2 Heats Up!
The first-ever PRWeek Blog Competition continues, and What Do You Stand For? is still in the running!
Competition has heated up, as half of the original 32 PR blogs have been eliminated in
round 1. Help us make it to the next round by taking a minute to show your support !
Voting for round 2 ends on August 22nd at 5:30 p.m. EST, so place your vote early!
We thank you for visiting, reading and commenting. Hope to see you in the finals!
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Humanity - The power of authentic stories
The human story that's on top of the world right now is Michael Phelps.
Now you ask, what does commentary of Michael Phelps have to do with a cause and social issues blog? A lot. When the USA needs to express its power in a human way, you couldn't have a better ambassador than Michael. He serves as a supreme example of how great an athlete can be, swirled with deep humility, boyish charm and thankfulness.
Michael and his 'epic' results have touched our hearts throughout the world. His cause is about the power of the human spirit, the love of a parent, the supreme focus of an athlete intent on winning, of barriers between countries broken, and for a short period, a world at its best. Yet he shares the glory with his teammates, handles the tsunami of accolades with grace and makes us proud to be Americans.
He sleeps, he eats (the amazing 12,000 calories) and he swims. His focus is legendary and his results glimmering gold.
As NBC reported: 'The stakes for the truly great are different.' Michael achieved what may be the greatest victory in Olympic history forever. His future is vast. And based on his performance outside the pool, the United States and the world will gain as much gold, even perhaps more, from this supremely hard working, genuine young man. We need more heroes like Michael.
I cannot finish this without mentioning Dara Torres. While Michael's luck sat on the micro edge of the fraction of a second, Dara's did not. Yet she embraced her silver with grace and shared this message with the world: 'Don't put an age limit on your dreams.'
Thanks to Michael and Dara. Your 'performances' add to our humanity.
-Carol
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Millennial Engagement
Consistent with Cone’s findings from our millennial cause research , companies continue to improve their approaches to engaging this socially and environmentally conscious generation.
In the news this week alone, we see that companies are carefully crafting messages to reach millennials in their roles as employees, citizens and consumers. As employees, many companies are overhauling recruitment materials and pitches to highlight their community service and environmental initiatives to attract the interest of top young talent. And as consumers and citizens, companies such as Patagonia are aligning their cause-related messages to tap the energy of the presidential campaign. In Patagonia’s case, the company is striving to educate millennials about politicians’ records on environmental issues and encouraging them to “Vote the Environment.”
Despite the millennial generation’s penchant for making a difference, consumerism has not escaped it. This generation is drawn to “mass brand experiences” which appeal to their communal, pro-social nature, and according to the 2008 College Explorer study, this year’s college class (age 18-30) brings with it a record $237 billion in consumer spending, an increase of 20 percent since 2007. It’s a ripe field for responsible brands.
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Build it green and they will buy?
Everything seems to be turning green. And there is nothing wrong with that – companies creating new, innovative products and services that are good for them and good for the environment. But consumers haven’t completely bought into this yet. A number of green products aren’t flying off the shelves the way companies anticipated. Why is it that the green revolution has taken companies by storm, but not consumers? With the environment at the forefront of consumer concerns, it makes one wonder why consumers aren’t dropping the bad stuff and buying the good stuff. We build it, but they just won’t come. Why?
Some products are a big hit with consumers – the Prius and CFL light bulbs are taking off in a big way. So why aren’t they buying green shoes, food, computers, etc.?
There are many reasons why people buy certain products and not others – price, functionality, “coolness,” brand loyalty, etc. One often overlooked factor is: how do the environmental aspects of the product help the consumer?
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Voting is Open!
Don't forget to vote in PRWeek's first-ever blog competition! What Do You Stand For? is taking part in the first round of the competition starting on Monday, August 11th, and ending Tuesday, August 12th at 11:59 p.m.
Cast your vote here .
As always, we appreciate your support and hope you will join the dialogue!
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Is Something Missing in Olympic Advertising?
The opening ceremony of the Olympic Games is upon us, and the marketing fervor among American brands is officially on. Coca-Cola, McDonald’s, GE and Visa are just a handful of companies using the backdrop of Beijing to tout their brands, hoping to reach the millions of eyes that will be on Olympic Stadium tonight. But even within all the Olympic marketing buzz leading up the games, one thing seemed notably absent: corporate cause and responsibility messages directed toward American consumers. Corporate cause communications in China, especially in response to the Sichuan Earthquake, are widespread (as Cone VP Kristian Darigan observed during a month spent researching there this summer), but we have yet to see any notable corporate cause- or CR-related communications surrounding the games here in the United States.
Amidst the debate and criticism of American corporate sponsors’ involvement with the Olympic games, in light of ongoing allegations of environmental and human rights abuses by China, it is peculiar that brands with an established cause or CR presence would not use this forum to communicate their commitments to pressing social and environmental issues, at least to their American consumers. Perhaps these companies view their sponsorship of the Olympics as the embodiment of their support of a “cause.” Perhaps, due to the complex terrain of corporate responsibility in relationship to China, they have held back. Or perhaps, we just haven’t seen what is to come (as a point of comparison, five cause-related spots played during this year’s Super Bowl). As the world’s eyes are on Beijing, we’ll be watching, with bated breath, for corporate cause and CR-related messages. With the motto “One World, One Dream,” there hardly seems a more inspired forum for companies to communicate their commitment to social and environmental issues than the international movement that is the Olympic Games.
Have you seen cause or CR advertising leading up to the Olympic Games? Please comment!
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Movements take time: Dove Don't Give Up
An August 4 article in Ad Age ran the headline: 'Stick to skinny models for fat profits.' The story covered a study by business professors at Villanova University and the College of New Jersey, where women who saw ads with thin models felt worse about themselves but better about the brands featured.
'The really interesting result we are seeing across multiple studies is that these thin models make women feel bad, but they like it.' The researchers go on to say that when the participants saw regular size models (more likely size 2 or 4 and not a size zero) they didn't feel bad, but their opinion of the brands were lower.
What is a marketer to do?
The dialogue about what is beauty and how it impacts women is in the early stages. As a society we can thank Dove and its Campaign for Real Beauty for taking a stand on what we call an 'emergent issue' -- one that has not broken into the popular culture, indeed a cause that might not even be seen as one. Social issues in the early stages are fascinating arenas within which to play. Companies and brands that take on something very new, have a clear horizon to mold the discussion, bring partners together to build a dialogue and engage stakeholders in fresh ways. It takes a long view to align with an emergent issue, as well as courage and conviction.
Dove has been bold in its communications and has stirred the pot regarding beauty. Bravo. Yet now, a few years into the campaign, the road gets tougher as evidenced by the research described in the Ad Age story. Dove will need to continue to go beyond often stunning communications to make a true impact on women, especially young girls. Awareness and questioning about real beauty is an important step, but the next one, changing attitudes and behavior, so women feel better about regular sized models AND themselves, has a long way to go.
Don't give up Dove. The journey is just beginning.
Carol
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Cone’s Hours for Good: A Witness to Slavery
My passion for helping children in need began while working with P&G and architecting its CSR platform Live, Learn and Thrive. As a mother, the plight of children who cannot help themselves and are born into unfortunate circumstances is almost overwhelming. I’ve done many things to help children and families, including a recent week-long humanitarian aid trip to Centro Buen Pastor – a facility that operates as a health clinic, school, church, and nutrition center in a poor barrio called Las Flores in San Pedro de Macorís in the Dominican Republic. Because I’m lucky enough to be a Cone employee, the trip was considered official agency time – international volunteerism - as part of our Hours for Good program.
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Final Four...of blogs!
Cone is thrilled to learn that its What Do You Stand For? blog has been included in PRWeek's first-ever blog competition! Our blog, which shares the latest research and insights about cause, philanthropy and corporate responsibility, is less than a year old, so we're honored, as they say, at simply being recognized . We're also up against some of the best blogs in the industry, so we'll need your support to win in PR Week's tournament bracket. You can begin voting for Cone in first-round matchups on Monday, August 11th. We'll share a reminder then, but you can still check out all the blogs in the competition here.
Thanks for your support! Hope to see you in the finals!
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Consumers Choose the Cause
American Express is at it again! As the company that coined the term “cause marketing” decades ago, American Express continues to innovate and respond to this ever-changing marketplace by letting consumers nominate social programs and organizations as the recipient of up-to $2 million in grants
On July 22, American Express launched its Members Project®, encouraging card members to submit their ideas to make a positive impact on the world. The program’s slogan – “ Your ideas. Your Decision. Our Money. ” – is pretty hard to resist.
Here’s how it works:
- Card members access American Express Project Starters tool kit to apply and nominate a social program.
- Card members and others will join the discussion and spread the word to garner support.
- Vote: Only card members vote, so if you don’t have a card, they let you sign up to receive one.
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Marketing Metrics: The Emperor Has No Clothes!
Clip books, impression numbers, web hits: who believes them? Maybe no one, according to a study reported on by Ad Age . Such metrics are commonly used as indicators of ROI, but, according to survey findings, “the problem is that CFOs don't seem to buy the CMOs' claims” and meanwhile, “marketers don’t believe their numbers either.”
One example: “Only one in 10 marketer respondents said they could forecast the effect of a 10% cut in spending.” Why? Most approach marketing as an art, rather than a science. Sure, who wouldn’t want to know the relative value of a radio spot vs. a TV campaign vs. a guerrilla marketing effort? But, there are so many variables: how to separate out the power of the message itself, the state of the economy, or the impacts of other campaigns running at the same time? Hard stuff. As a result, many simply default to familiar strategies and metrics, making adjustments around the edges based on logic or intuition.
Indeed, “perfect” ROI evaluations can be demanding and costly. But opportunities abound for “good enough” approaches that are practical to implement, more likely to earn respect from executive management and actually provide useful marketing insights. A few examples:
• Simple tracking. Charting discrete marketing efforts against contemporaneous sales can, over time, reveal valuable trend information to guide decision making and estimation.
• Replace “reach” with “customer value.” When considering a marketing investment, weigh the cost against the value of the desired sales outcome. Even if this requires highly speculative assumptions about response rates, engaging in “what-if” scenarios can be a powerful tool for revealing weaknesses of traditional strategies.
• Targeted testing. Tracking trends and modeling what-if scenarios will often reveal key questions worth spending some additional resources to answer. Designing “surgical strike” pilot studies or sampling efforts will limit their cost and complement your tracking and modeling efforts.
-Farron Levy, CEO of True Impact, a firm that specializes in 'triple-bottom-line' measurement
Visit our website for information about Cone's method for evaluating ROI, the Social/Business Return Indicator .
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Green Fatigue?
A column in yesterday’s Environmental Leader addressed the so-called “green noise” or “green fatigue” some believe is beginning to plague consumers. Is the deluge of often contradictory environmental messages overwhelming consumers? The answer is yes and no.
Cone’s most recent environmental research, the Green Gap Survey, found consumers are not as apathetic or cynical as many recent headlines would have us believe. Yes, many consumers admit they are overwhelmed by the amount of environmental messages they hear and see, but more than a third say they feel informed or educated when hearing messages about the environmental practices and impacts of companies and organizations. The takeaway is that although the breadth of environmental messages and marketing may be overpowering, individual messages can still resonate. And frankly, there is merit even in the environmental debates (organic versus local? incandescent versus CFL with trace amounts of mercury?) that are ensuing- it indicates a high level of environmental consciousness in the marketplace.
There is no doubt that as exaggerated claims and irresponsible messages mount, so too do fatigue and skepticism. Amidst the environmental noise, however, the opportunity still exists for companies to make their messages educational and realistic and to demonstrate to consumers how they can continue to make changes in their daily lives. By providing turnkey opportunities that empower consumers, companies will serve as a trusted resource as Americans navigate the increasingly complex “green” landscape.
Visit www.earthkeeper.com to see how Timberland (a Cone client) is using new media to engage environmentally conscious citizens in its Earthkeepers initiative. And, for a few Cone guidelines on effective eco-marketing and more about the Green Gap Survey, please visit our Web site .
Tags: environment
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A Lucky Goat
Can a simple act change one person's life? A village? A country?
Nicholas Kristof wrote on July 4th a column in The New York Times that stopped me in my tracks. The story is about a young woman, Beatrice Biira, and a goat.
Beatrice and her family lived in western Uganda. Her parents, impoverished peasants, could not afford to send her to school until fate, in the form of a goat, intervened. Children from the Niantic, Connecticut Community Church wanted to do good, so they donated goats to African villagers through Heifer International .
One of the goats, at a cost to the children of $120, went to Beatrice's parents. The goats had twins, and they eventually gave the family an income from their milk. This gave Beatrice the opportunity for schooling.
A diligent student, she worked fiercely to succeed. An American visiting her village met the young girl, which inspired a children's book, Beatrice's Goat . It became a best seller.
Beatrice's dedication to school paid off. She earned a series of scholarships: to the top girls' school in Uganda; a Massachusetts prep school and then Connecticut College, from which she graduated this spring.
Her next step is graduate school at the Clinton School of Public Service in Arkansas. Then she plans to return to Africa to help women increase their earning power.
While Kristof ended his piece: 'The challenges of global poverty are vast and complex,' I think that sometimes a simple action can change a life, a village and even a country. It may not even take millions of aid dollars, just hard work, serendipity and a small goat named Luck.
How wonderful that simple, joined with a determined human spirit, can be so powerful.
-Carol
Tags: philanthropy
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Lessons in Corporate Responsibility Reporting
Liz Gorman, Cone's VP of Corporate Responsibility, teamed with Amy Anderson of Starbucks at the recent 2008 IABC conference in New York to present the latest in corporate responsiblilty reporting trends and best practices. Read what Kelly Kass, editor of Simply-Communicate.com , learned from their presentation.
Or, view a clip of the presentation here .
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Measuring Corporate Responsibility's ROI
To read the complete article, please visit the PR News Web site .
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Navigating an Economic Downturn
The Northern California Grantmakers recently held a conference devoted to helping companies responsibly navigate their giving strategies during an economic downturn. None of the companies in attendance anticipated a decrease in their philanthropic budget for 2008 or 2009, yet all recognized their staffing and resources to execute programs would decrease.
I joined impressive speakers from Levi’s, IBM, Starbucks, Target and Cisco, companies who despite past recessions, have all maintained their commitments as leaders in giving back. Below are some key best practices that were shared collectively:
1. Build the business case to your senior executives for maintaining your philanthropic budgets as it is a key strategy for building reputation and strengthening relationships with diverse stakeholders. Levi’s and Bank of America stressed that they sought and educated select senior level champions to advocate on their foundation’s behalf. They also built a “spiderweb” of networks and relationships within the organization at all levels and divisions.
2. Focus your giving and resources on 1-2 issues. It allows you to have a greater impact on the issue and say “no” to the many organizations knocking on your door. Pacific Gas and Electric moved from five diverse issues to focusing on empowering its employees and customers to take action on the environment through programs such as its Solar Schools and Solar Habitat Program .
3. Give more than the 5 percent of your endowment, if you have one. This is the rainy day that you have been waiting for. Years back, Levi’s gave over 15 percent of its endowment to maintain its giving levels!
4. Rely more heavily on the assets you have beyond cash, especially your employee volunteerism, if your budgets are stagnating or decreasing. Gap significantly increased its volunteerism in the early 2000’s, while IBM focused on lending technical expertise and software.
5. Reduce or suspend matching gifts. Some companies only matched if it was consistent with their giving focus area.
6. Create turn-key programs with nonprofits that require minimal corporate staff time to manage.
7. Hold your nonprofit partners accountable for measuring the social impact of your contribution. Market results back to your internal and external stakeholders.
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Tags: philanthropy
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How to Communicate Corporate Citizenship, More or Less
In an article for the Boston College Center for Corporate Citizenship, Ken Freitas, VP of Corporate Responsibility at Cone, talks about the rush by today's corporate citizens to tell their stories. While a more informed conversation will advance the field, there is still reason to be wary, he warns.
To read the complete article, visit the Center's Web Site .
Tags: corporateresponsibility
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Can Money Buy Happiness?
According to new research, money can buy you happiness – but only if you spend it on someone else.
It seems lately that everyone is on a quest for happiness. Some believe a higher income will make them happier, but study after study has shown that once basic needs are met, little increase in happiness comes from a higher salary. Giving money away, however, may be just the trick.
An article in the March issue of Science magazine covered a series of studies on spending conducted by Harvard Business School professor Michael Norton with two colleagues from the University of British Columbia. In one test, employees receiving a company bonus were surveyed about their happiness before and after the check. Those who spent a larger portion of their bonus on others experienced a greater lift in happiness; the actual size of the bonus had no impact. In another study, people were given $5 or $20 and told to spend it over the course of the day with instructions to spend it on themselves or others. Once again, those who gave the money away - regardless of whether it was $5 or $20 - were happier than those that spent it on themselves. Key takeaway: even $5 can have an impact.
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Tags: philanthropy
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Front End of Innovation
Last week, I attended the Institute for International Research Front End of Innovation conference and thought I’d share a few themes. The group spent some time over the two days talking about: what innovation is (hint: no one is sure...at least no one can truly define it); how you identify it (hint: you really can’t...until the success comes); and how it differs from failure (hint: not much...until the outcome).
However, with some incredible minds presenting, including: A.G. Lafley (CEO, P&G); Peter Guber (Founder and Chairman, Mandalay Entertainment Group); Dean Kamen (Inventor, Founder of FIRST); and several other innovators, many characteristics of the most successful, innovative ideas were shared. Each presenter called these “best practices” something different (to Guber, they’re MAGIC, Motivating your Audience to a Goal Interactively and surrendering Control; to Kamen, they’re Rude Realities and Somewhat Serious Suggestions; and to Lafley they’re Game-Changing principles). Below are five key themes with examples and anecdotes that were shared across the two days that can be applied to corporate or nonprofit cause branding innovation:
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Measuring Cause
Cause marketing is ubiquitous. It’s no longer a nice-to-do, it’s a have-to-do, as we often say. Yet, as companies hop on the bandwagon in an increasingly crowded space, why, we implore you, are so few measuring their efforts?
As Ad Age points out this week in “ Yes, There Is an ROI for Doing Good ,” “While the cynical outlook, repeated endlessly across the blogosphere, is that cause marketing is all about making money, perhaps the more mature, post-cynical outlook is, yes, of course it is, and, well, it should be.”
We know successful cause programs deliver on both the business and social promises they make, but it continues to be surprising that companies, even major brands, may rely on little more than instincts and estimates to determine whether a program is effective.
As the cause space becomes increasingly competitive and with the threat of an unstable economy looming over us, CFOs will be tightening their grips on earmarked funds. So, companies must prove their cause initiatives are paying off now and in the future. Through Cone’s Social Business Return Indicator, our approach to calculating the bottom-line social and business returns from cause initiatives, we offer some practical advice for effective measurement:
Start early: Don’t wait until your cause program is underway to start worrying about calculating its return. Think about measures for success as soon as possible to ensure the proper systems are in place for collecting the right information.
Focus on the bottom line: What’s most important to a company? Increased revenues and reduced costs. If your cause program doesn’t impact either, it will be challenged throughout your organization and will never be regarded as critical to the company.
Drive and measure the social bottom line: Whatever your cause, the program ultimately needs to impact the issue you choose to champion. It’s the degree to which monies donated, hours volunteered, etc. improve the cause that drives the social bottom line.
Don’t be afraid to rethink your strategy: The beauty of measurement is that it acts like a crystal ball. If the glimpse into the future isn’t all you hoped it would be, reallocate time and money to the programs that are most effective.
This insights brief is part of Cone's weekly roundup of cause, corporate responsibility, philanthropy and volunteerism news. To subscribe, please email skerkian@coneinc.com
Tags: causebranding
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Disaster Fatigue?
In the last several weeks, two natural disasters swept Asia. The May 3rd cyclone in Myanmar has a projected death toll of 140,000 people with millions more in need of help, while the May 12th earthquake in China has killed close to 35,000, leaving 250,000 people hurt and millions homeless.
In the wake of such disasters, we can’t help but be reminded of other tragedies during the last seven years and the generous and effective response of so many U.S. companies. Companies donated approximately $600 million toward Hurricane Katrina relief in 2005, $565 million toward the tsunami response in 2004 and more than $750 million to benefit those affected by the September 11 terrorist attack in 2001.
Many of the major corporate donors who responded to these earlier disasters are the same ones lending aid in Myanmar and China. Approximate donations by some leading companies include:
• Abbott: $800K (Myanmar), $1 million (China), $4 million (Tsunami), $6.5 million (Katrina), $2 million (9/11)
• Pfizer: $150,000 (Myanmar), $10 million (China), $10 million (Tsunami), $2+ million (Katrina), $10 million (9/11)
• Cisco: $1 million (Myanmar), $1 million (China), $1 million (Tsunami), $2 million (Katrina), $6 million (9/11)
• Chevron: $2 million (Myanmar), $1.4 million (China), $10 million (Tsunami), $1 million (Katrina)
• UPS: $200,000 (Myanmar), $1 million (China), $2 million (Tsunami), $1.5 million (Katrina)
• Wal-Mart: $430,000 (China), $2 million (Tsunami), $17 million (Katrina), $7.3 million (9/11)
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PNC Grow Up Great
'How do you say 'couch' in Spanish?'
'Now it's time for the big reveal. I can't wait to hear what they say about this extreme room makeover.'
'Eeew. I can't tell if that's jello or... something else.'
These are just some of the sounds of volunteering. Or, I should say, of a team of enthusiastic Coneheads volunteering at our local Head Start. Yes, the very same Head Start that has been supported by our client, PNC Financial Services Group, as part of PNC Grow Up Great, a celebrated 10-year, $100 million investment in preparing young children for school and for life.
Grow Up Great, a benchmark public/private partnership, leverages PNC’s corporate and philanthropic assets to advocate for a poorly understood but critical economic issue: school readiness. Studies show a $7 - $16 return on every $1 invested in early education, with savings felt in welfare, special education, and the criminal justice system. Recognizing that learning in a child's early years is essential for long-term success, PNC provides leadership, advocacy, funding, tools, and volunteers to help educate parents, caregivers, and communities on preparing children to enter school ready to learn.
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Knowledge Leadership Weekly Insights
Betting, clicking, searching, recycling. A diverse set of actions, yes, but increasingly with one key thing in common: they are each providing people with opportunities to make a difference. In the news this week are a number of innovative, albeit small, ways in which individuals are employing everyday actions to support nonprofits and causes.
From politics to pop culture, Bet2give lets users make a wager on anything (Clinton vs. Obama? Brangelina’s impending demise?), but with one caveat- all winnings go to the user’s charity of choice. A growing number of Web sites allow users to donate to charities simply by clicking on banner ads or performing everyday searches. And, a group in Japan is demonstrating its philanthropic prowess in a rather unusual way- by recycling used dentures . It turns out dentures are veritable treasure troves of precious metals (a typical set is about 30 percent gold, silver and palladium). Since late 2006, the Japan Denture Recycling Association has recycled 30,000 dentures, generating more than $176,000 for charity. More striking, though, is that the project leader estimates that if all 3.6 million dentures containing precious metals were reprocessed for their valuable parts, it would represent more than $68 million.
In today’s slowing economy, and as nonprofits struggle to meet the needs of their beneficiaries in the midst of increasing food and fuel costs , infusing diverse opportunities to give into everyday activities will help keep potential donors engaged and attuned to the issues around them. Though they will never supplant more traditional, long-term fundraising approaches, these simple, yet savvy fundraising efforts may help generate buzz and engage new donors who are used to being courted by brands via sophisticated and innovative technologies.
Tags: philanthropy
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Eleven Ways to Reuse Your Target Bag
In the green-obsessed world of journalism, it's big news when a major retailer —or US city for that matter—decides to join in the effort to eradicate the plastic bag. I’ve become quite accustomed to learning of the efforts of, say, IKEA’s anti-plastic-bag campaign while leafing through newspapers and magazines. So, when I picked up my recent Newsweek , I fully expected to read about retail’s latest green initiative.
I just didn't expect to learn about it on the first page—on the inside cover to be exact.
Staring up at me right inside the April 14 issue was a proposal from Target. Send them your used plastic Target bags, and they will send you a coupon for a free reusable tote. They'll even pay the postage by turning the cover of Newsweek , which features a pre-paid business reply label, into an envelope. How delightfully simple! You can bet I tore through my collection of plastic shopping bags looking for those iconic red bull's-eyes. Heck, I even considered running out and buying something at my local Target just to get the plastic bags so I could return them.
Target, which already prints 10 ways to reuse on the side of each plastic bag, partnered with TerraCycle, an eco-capitalism company, and Newsweek to turn plastic bags into reusable “Retotes.” Not only do the totes help to minimize the environmental impact of shopping, they provide an added consumer touch point and act as a gentle reminder of all the ways Target works to better its community.
I've come across a lot of cause ads in my time at Cone, and it really encourages me to see companies addressing greater social and environmental needs. But, never have I been so inspired to act as I was when I saw Target's spread. Why can't all retailers make it this easy? I have an entire kitchen cabinet dedicated to used plastic bags just waiting for an initiative like this.
So thank you Target for inspiring me, for reminding me that the smallest efforts can affect a greater change. I can only hope that you inspired your retail brethren to do the same.
You should be receiving my plastic bags any day now.
-Andrea Larrumbide, Insights Associate
Tags: environment
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The Rise of the Values-Driven Marketplace – Power of the Consumer
So why are cause branding, strategic and focused philanthropy and corporate responsibility so important these days???
For a very long time, governments have been the primary regulator of corporations and social issues (at least they’ve tried to be around issues). As long as companies “played by the rules” as defined by laws and regulations, and if they provided, at a good price, quality products or services that met the demands of the rational consumer, business was successful and profitable. That just isn’t the case today. One of the reasons the market is different today is because the regulator of companies has shifted from governments and institutions to individuals and consumers.
Today, governments struggle how best to regulate: (a) multi-national companies; (b) products and brands that speak to the international marketplace and community of people; and (c) social issues facing our global society that stretch beyond the borders of any one country.
So what is the primary regulator today? – The Marketplace! In other words, every one of us is more powerful today than ever before because every decision and action we make impacts the marketplace.
So what’s the big deal, right?
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Social Enterprise: A Source for Innovation
This is an exciting time in the world of philanthropy. Strategic philanthropy and cause branding are both widely accepted as viable business strategies for companies. With new resources and professional talent at their fingertips, nonprofits are more empowered to make a sustainable impact. Given the attention to our depleting global resources and international tragedies, Americans are also feeling a greater responsibility to take action and solve social ills. So what does this mean for us?
After attending and presenting at the 2008 Social Enterprise Conference , hosted at Harvard Business School, I felt recharged that we are at another exciting cusp of innovation. There are new synergies among big business, entrepreneurs, NGOs and government agencies that are all striving for a similar goal of a long-lasting triple bottom-line, doing good by doing well. Sure the lines amongst these three sectors are beginning to blur, but is that a bad thing when new models of positive change are being developed?
As Harvard states, “Social enterprise offers not only economic resources, but also the strategic and management expertise to ensure that change is long-lasting and large-scale.” Topics covered during the March 2nd conference included: microfinance, innovative foundation business models, humanitarian response, enterprise solutions for poverty, climate change and international development.
It was inspiring to see leaders from the World Bank, United Nations, Bill and Melinda Gates Foundation, the Robert Wood Johnson Foundation, Citigroup, P&G, Morgan Stanley, Timberland and others come together to talk about new approaches to working together for a shared goal. I encourage you to check out the site and to keep social enterprise models in mind when thinking about partnerships and approaches to leveraging your scale and core competencies for great good.
-Alison
Tags: conferences
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The social science of giving
If you’re looking to build a compelling employee giving program as part of a philanthropy initiative, or you’re hoping to increase contributions to a non-profit, behavioral economists may have some answers for you. “ What makes people give? ,” an article in last week’s New York Times Magazine , explored the results of new studies designed to answer that very question. One found that the promise of a 1-to-1 match enticed more people to give to an organization, but anything above that (a 2-1 or 3-1 match) did not significantly increase donations.
On the surface, this does not make much sense – a higher match is essentially a discounted donation because it allows a donor to have the same effect for less money, and who doesn’t love a discount? However, these results prove the theory that people care just as much about the “warm glow” they get when they donate money to a good cause as they do about the impact that money will have. People want to help feed starving children, but they also want to be the type of person who helps feed starving children. This is crucial to keep in mind when trying to engage employees in a matching gift program. For instance, instead of trying to entice more employees to give by offering a 2-1 match, consider offering a 1-1 match and using the additional money to celebrate contributors in company publications or on an intranet site. The “warm glow” can be contagious, and this type of public recognition will likely inspire others to get involved as well.
-Leah Gutstadt, Assistant Account Executive
Tags: philanthropy
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Global Corporate Responsibility: Changing Lightbulbs Versus Changing Lifestyles
What follows is an article written by Mike Lawrence, Cone's Executive Vice President of CR, for PR News . It highlights the leading trends and insights regarding consumers, the role of business and CR regulation in the UK that emerged from 'The Responsible Retailing Summit' he attended recently in London.
Corporate Responsibility (CR) issues are picking up steam, with expectations of businesses becoming increasingly public, especially those in the environmental sector. Consumers feel confused about the issues and the role they as individuals can play. They are looking to business to help them.
Those were major themes at an in-depth conference called 'The Responsible Retailing Summit,' sponsored by The Retail Bulletin and held in London on January 30-31. The conference provided rich detail about changing consumer attitudes, and about how businesses should structure, carry out and communicate CR efforts. It also identified some trends expected during the next few years. Smart companies should plan now to address these trends. It also spotlighted similarities and differences in the way corporate responsibility issues are evolving in the UK and U.S.
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Love is Not Abuse; Love is Respect
On Valentine’s Day, a new survey on tween and teen dating relationships commissioned by Liz Claiborne Inc. and the National Teen Dating Abuse Helpline was released exploring how relationships among young adolescents are “fueling high levels of dating violence and abuse.” The results of this survey reveal a disturbing truth: a significant number of adolescents, as young as just 11 years old, have either directly experienced dating violence or know someone who has.
According to the survey:
• Nearly half of teen girls who have been in a relationship (48%) say they have been victims of verbal, physical or sexual abuse by their boyfriends
• 62 percent of tweens who have been in a relationship say they know friends who have been verbally abused
• 20 percent of 13-14 year-olds in relationships say they know friends who have been struck in anger by a boyfriend or girlfriend
And yet...
Only half of all tweens (51%) claim to know the warning signs of a bad/hurtful relationship
This last statistic immediately caught my attention and caused me to wonder, if tweens/teens were educated early on to recognize the signs of abuse, what impact could this have on the reported incidence of abuse? If more children and those closest to them, including parents and teachers, knew how to recognize the signs of abuse, what impact could this have? As the research shows, dating violence and abuse impacts us all and is beginning to appear at an alarmingly young age. There is one simple and important thing each of us can do starting today to end this cycle of abuse, and that is to educate ourselves on the warning signs.
Below is a list of 10 of the most commons signs of domestic violence and abuse, compiled by Safe Horizon , the nation’s leading victim assistance organization. I encourage you to take just a few minutes to familiarize yourself with them and share it with your family and friends.
Does your partner ever...
1. Accuse you of cheating and being disloyal?
2. Make you feel worthless?
3. Hurt you by hitting, choking or kicking you?
4. Intimidate and threaten to hurt you or someone you love?
5. Threaten to hurt himself or herself if he or she does not get what he or she wants?
6. Try to control what you do and whom you see?
7. Isolate you?
8. Pressure or force you into unwanted sex?
9. Control your access to money?
10. Stalk you, including calling you constantly or following you?
The results of this survey, while disturbing, provide valuable insight into how and when to intervene. We need to educate parents, teachers and tweens about the connection between early sexual experiences and increased levels of dating violence and abuse. Please take this post as invitation not only to learn the signs, but also to respond with any additions to the list, anecdotes, thoughts or feedback based on your experiences or relevant reports/studies you have discovered.
For more information about Liz Claiborne’s “Love is not abuse” program, please visit http://www.loveisnotabuse.com/index.html .
~Jaemi Bowers, Assistant Account Executive
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Wise counsel for CMO's
Ad Age is one of my requisite weekly reads. I am constantly searching for the latest in the marketing arena that is cutting edge, as well as the weekly news. I always read the CMO-bylined column to see what wisdom is being shared.
One recent column stopped me dead in my tracks. It was six areas to pay attention to as our economy continues to rock and roll. Some of the guidance was standard: adapt your brand so there is some innovation; don't focus on promotion, but still plan for the longer view. But the sixth area was surprising: Do Well by Doing Good.
Avi Dan, the writer, went on to say, 'People tend to vote for a brand with a social conscience, and smart CMO's will incorporate social responsibility programs into the fabric of their marketing activity.'
Wow. How amazing to have a CMO strategy column concurring with what we have been saying for 2+ decades. Linking companies and their brands with causes (I believe Mr. Dan was talking about cause alignments, not operational CSR) has become a mainstream attribute that marketers must embrace. He went on to say that 'respect for the environment, helping fight AIDS in Africa and rebuilding New Orleans are AS IMPORTANT AS A GREAT AD CAMPAIGN in shaping brand image.' (My emphasis, not his.)
This is great advice for a CMO, but a bit of caution here. Linking with a cause must be authentic. The level of strategy applied to a company's overall marketing should be replicated with the same amount of thoughtfulness towards adopting a cause. A great way to do this is create a cross-functional senior executive team of individuals -- marketing, human resources, communications, company foundation, operations, manufacturing, chief executive's office, research, finance...even legal...to deeply analyze the why's, how's and where this should go. This team should be led by a CIO -- what we call a Chief Integration Officer -- an experienced executive who has cross functional relationships and access to the CEO, someone who can bring all the elements of the company together to create and execute a cause program of substance.
When all the senior parties believe that a company has not just an obligation, but a true benefit in embracing social issues that are in alignment with the brand and the business and that are thoughtfully planned and executed, a company can develop substantive programs achieving results that truly add long term value to the brand.
-Carol
Tags: causebranding
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The $100 Laptop Dispute
Intel has received much negative press lately for ending its partnership with the nonprofit One Laptop Per Child (OLPC). OLPC’s program was designed to produce low-cost computers ($100) to bring technology and educational opportunities to children in the developing world. Intel joined the project last July only to pull out mere months later. What went wrong?
OLPC encountered problems from the beginning. Despite announcing that the technology could be created for only $100, it has been unable to get costs below $188. Intel produces its own low-cost laptop, the Classmate. (The major difference in these machines is that the Classmate runs on Windows and costs slightly more.) When OLPC demanded Intel stop marketing the Classmate, Intel refused and dropped out of the OLPC project. As a result, Intel has been faulted for everything from offering an inferior product to trying to take a nonprofit out of business. This raises a few questions in my mind:
1. Is the Classmate really “inferior”? Not every community has the same technology needs. I have trouble seeing how offering multiple options can be harmful.
2. Are we really setting children up for success if we are not giving them the system that most others are using? According to Market Share, Windows currently has over a 91% share of Operating Systems globally.
3. Finally, if the primary goal of OLPC is to educate children around the world, why does an additional company providing low-cost computers pose such a threat? I would think that more support for the cause would not be looked at as competition.
OLPC has no doubt created a breakthrough technology; however, it seems very sad that these two organizations could not work together in a shared mission.
-Dena Pizzutti, Senior Account Executive, Cause Branding
Tags: philanthropy
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What is your answer to the 'Davos Question'?
What one thing do you think that countries, companies or individuals must do to make the world a better place in 2008?
That’s the “Davos Question,” and it was posed to the general public this year by the organizers of the World Economic Forum’s Annual Meeting, which wrapped up this week in Davos, Switzerland. Through collaboration with YouTube, anyone was able to submit a video response to the question, and then vote on other submissions. Top choices were shown throughout the sessions of the meeting, whose attendees included the Secretary General of the UN, Bono and Bill Gates, as well as CEOs of major corporations around the world. Responses were also posted on YouTube’s “Davos Question” site alongside answers from world leaders and celebrities such as Shimon Peres, President Hamid Karzai of Afghanistan and cellist Yo Yo Ma. Hundreds of answers to the Davos Question were posted on YouTube throughout January, and suggestions ranged from providing free universal Wi-Fi, to empowering consumers with more detailed product labels, to throwing a huge party that everyone in the world could attend.
This year, Davos showed that social change doesn’t have to be about those who have power working in isolation to help those who do not. Thanks to the Internet, often touted as “the great equalizer” of our time, it can be a fluid conversation in which everyone has a voice. And, in case you were curious, here’s Bono’s answer to the Davos Question: “Prove that we can keep the promises we’ve already made and keep working to fight extreme poverty so we can meet the Millennium Development Goals.”
Now, what’s yours?
What do you stand for? Please respond here or post your video response at http://www.youtube.com/davos .
-Leah Gutstadt, Assistant Accountant Executive, Cause Branding
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10 Tips
Carol recently broke bread with friend and colleague Andy Beaupre who shared some of the highlights of their discussion over on his own blog . Though we so often think of cause branding as consumer-facing, it has a growing role in the B2B space as well, particularly as more and more companies are requiring their suppliers to demonstrate their own commitment to cause and corporate responsibility. The tips he compiled based on Carol's insights, however, are applicable no matter the industry.
Tags: causebranding
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Cone debuts 'Cause and Affect' column in Contribute Magazine
Cone recently wrote its first byline, " What do you stand for? ," for Contribute Magazine , a new New York City-based publication geared toward all things philanthropic. Contribute soon will expand its reach to other U.S. markets, and, just this month announced its partnership with MSNBC.com to co-distribute content on its Giving site to host polls, offer surveys and showcase other interactive tools.
Carol Cone authored this piece, and moving forward she will be joined by various Cone colleagues to offer insights on trends, research and new causes and campaigns, as well as to share "how to" counsel.
Future themes will include exciting content such as: Women & Philanthropy, Wizards of Wall Street and Youth/Social Entrepreneurs.
Please stay tuned for our January/February installment.
-Caryn B. Lazaroff, Senior Insights Associate
Tags: causebranding
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Where in the World is Cone? Net Impact Podcast 3
In the final episode of my Net Impact Conference Podcast Series, I share conversations with a number of the conference's student attendees. Their interests range from international development to the environment, but they are all similar in one key way- they are some of the most passionate and engaged young people you'll meet, and they're at the conference to learn how to merge social justice and sustainability issues with business.
If you missed my first two podcasts from this year's Net Impact conference, please check them out in our "Podcast" section. You will also find a special "bonus" track featuring Yvon Chouinard, founder of Patagonia.
-Carol
Tags: corporateresponsibility
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Knowledge Leadership Weekly Insights
An article in the New York Times this week took a critical look at “embedded giving,” or a form of what we call cause marketing. It discusses how nonprofit experts are increasingly wary of the practice of embedding donations into product purchases because such giving is often quite vague and difficult to regulate. The Attorneys General in more than a dozen states require companies and/or their nonprofit partners to register a cause promotion and disclose all relevant information to protect consumers against potential scams. However, in a severe example, the article points out that some charitable organizations, such as those featured as beneficiaries in the recent Barneys “Give Good Green” catalogue, were not even aware they were listed. One of the greatest potential pitfalls of a cause marketing program is ambiguity, and companies that promote an association with a cause or nonprofit as a marketing ploy, without details about the commitment, are rightly criticized.
Yet, for all the companies capitalizing on a nonprofit's name and reputation just to sell products, there are many companies doing the legwork to develop legitimate collaborations in which everyone—the company, the nonprofit and society—benefits. Companies that work diligently to establish strategic, authentic corporate-nonprofit partnerships will be rewarded with a mutually beneficial relationship that meets the business goals and objectives of both partners. Each partner can also rest assured that its mission and brand will be protected, and ultimately, enhanced, as a result. To guide corporations and nonprofits in their relationship development, Cone has developed a Partnership Bill of Rights, more detail about which can be found on our blog .
*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter. If you are interested in receiving the newsletter, please email skerkian@coneinc.com .
Tags: causebranding
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Calling All Nonprofits—Please Participate in Nonprofit Tagline Survey
Today, more than ever before, it is important for nonprofits to stand out among their peers. Like their corporate counterparts seeking to compete in the marketplace, nonprofits are increasingly looking to build their brands. One of the most effective ways for a nonprofit to differentiate itself is with a strong tagline that complements the organization’s name and communicates the unique service and value it offers to the community.
Currently there is not much out there in the way of guidance for nonprofits looking to strengthen their brands with effective taglines. In effort to address this need, Nancy Schwartz from Getting Attention will be issuing a report in early 2008 highlighting trends, best practices and tips for enhancing and developing taglines for nonprofits.
Please take a few minutes to complete her short survey , which will help to inform her Getting Attention Tagline report. All survey respondents will receive a free copy of the survey when it is released.
-Caryn B. Lazaroff, Senior Insights Associate
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Congratulations
We're excited to share some recent accolades Cone and our clients have received:
- The American Heart Association's Start! America event received top honors in the Event PR Category at the PR News Nonprofit PR Awards, which recognize the best of the best in nonprofit communications. It is an exciting honor to be recognized for the Start! initiative's innovative efforts to raise awareness and inspire action around the importance of physical activity for Americans.
Start! America was lauded for its integrated approach, as the event appealed to both business- and consumer-oriented press through celebrity and CEO engagement, its design that enabled sponsors to activate and promote their participation, and its ability to engage busy professionals through a variety of fun activities in the hub of New York City's financial center.
- PNC Financial Services Group was honored as one of the "10 Best Corporate Citizens" in the financial industry by Corporate Responsibility Officer (CRO) Magazine. CRO Magazine is the publication for the CRO Organization, made up of individuals at publicly traded companies who manage compliance, legal, ethics, human resources and investor relations functions.
PNC was recognized for its commitment to being a responsible corporate citizen through initiatives like PNC Grow Up Great , the 10-year, $100 million investment in preparing children for school and life.
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Where in the World is Cone? Net Impact Podcast 2
In the second episode of my 2007 Net Impact Conference Podcast Series, I interview three of the conference's presenters, including: Marcus Chung of Gap, Andrew Pierson of Resource Generation and Yasmina Zaidman of the Acumen Fund. Each talks candidly about the passion they bring to their social responsibility careers and even share some tips on getting a job. As Yasmina says, it's about "crossing the threshold" in life to make a positive difference in the world.
If you missed my first podcast, please check it out under our "Podcast" section.
-Carol
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Give...and You Shall Receive
Carol, Kiva and I returned last week from the Institute for International Research “Future Trends” conference in Miami with a welcome message for this holiday season – the more you give, the more you get. Below are some interesting takeaways from the conference supporting this message:
Arthur Brooks, an economist, author and keynote speaker, has written about the economics of giving. Based on analysis of several studies, he claims the ROI of individual giving is 3.75 to 1. That’s right, give a dollar and make $3.75, give $100 and make $375. For more on Brooks' analysis, see his recent article in Condé Nast’s Portfolio magazine.
An exciting concept – but how, and why, does it work?
This curious economic case is apparently one that makes good psychological sense. Many of us have heard of a “helper’s high” or the “Mother Teresa effect” – ideas that charitable acts lead to positive feelings. Brooks notes: givers are 33% more likely to say they are happy than are non-givers. Books like Luks’ and Payne’s “ The Healing Powers of Doing Good ” or Stephen Post’s “ Why Good Things Happen to Good People ” cover the actual change in brain chemistry that occurs after doing something charitable. Giving actually produces endorphins and reduces stress hormones in a similar way that exercise does. And, studies show that people who are happier and less stressed tend to be more productive and more apt to succeed.
Cheryl Swanson of Toniq claims that as a nation we are obsessed with the notion of happiness because we are clearly missing it. Professor Tal Ben Sahar, backs up Ms. Swanson’s point – his course, Positive Psychology, is currently the most popular one taught at Harvard . While Brooks claims the return on giving stems in part from decreased stress, Sahar provides more fodder for this case, noting the costs associated with high stress. He claims that stress is actually the leading cause of productivity losses due to absenteeism, illness, turnover, etc.
America has always been driven by money, and we are clearly seeking greater happiness. In our stressed out, overly “plugged in” state, what better way to achieve both than by giving more of our dollars and our time?
First, imagine the implications for you personally and for your family. Act as a role model for your kids by giving and volunteering regularly, and in turn, teach them valuable life lessons that benefit society while keeping them healthy, happy and wealthy.
Now, take that up a notch and imagine the implications for your company. For Cone, the idea that giving breeds wealth and power is one that we believe in, as we work daily to help companies “stand for something” and focus giving around business-aligned social issues to achieve financial and/or reputational goals. Cone’s research shows that 87 percent of Americans are willing to switch brands, price and quality being equal, if the other is associated with a good cause. Average corporate giving was about .93 percent of pre-tax profit in 2006 ( CECP Giving in Numbers 2007 ) and best-of-breed companies like Target are committed to giving five percent of income to select worthwhile causes.
But don’t stop at just making corporate cash donations. Offer more opportunities for employees to volunteer, encourage individual employee giving by matching donations and recognize top givers/volunteers to increase incentives. Employees will model your behavior as a good corporate citizen and you will breed a happier, healthier workforce...and thus a much more productive one. Cone’s research further shows that 83 percent of employees believe it is important for their company to provide ways for them to get involved in causes. At Cone, we too have realized that ROI is becoming increasingly critical for our corporate clients to “sell-in” strategic philanthropy initiatives or to justify continued giving. Our proprietary Cone Social/Business Return Indicator(sm) can actually measure the specific ROI of your company’s philanthropy program(s).
Extend this notion further and imagine the implication for our country, our economy even. Sir Bob Geldof , musician, philanthropist and founder of LiveAid and Live8 and another conference keynote, shared his prediction that cooperation will be the key driver in the future success of our country, our economy and those of developing and other wealthy nations. He believes the era of competition must be over and the era of cooperation and integration must begin – this includes, in large part, the charity of wealthier nations to benefit poorer ones. Based on the theories discussed above, such charity will also improve the wealth of those nations doing the giving. As Mr. Brooks stated it best, “Charitable giving is not just smart investment strategy, but also a patriotic act.”
-Anne Erhard, Account Director, Cause Branding
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Athletes for Hope: The Latest in Sports Philanthropy
Last week, Alison DaSilva and I attended in Louisville, KY an internal meeting of Athletes for Hope , a seven-month old nonprofit focused on assisting professional athletes with their charitable endeavors. The idea of an organization created to help professional athletes with their philanthropy is nothing new; organizations like The Giving Back Fund and the Sports Philanthropy Project have been around for years.
But, Athletes for Hope (AFH) is different. It was created by athletes for athletes. Its founders are some of the best known sports personalities on the planet, including Muhammad Ali, Lance Armstrong and Andre Agassi. These icons have joined with nine others, including Cal Ripken, Jr., Jeff Gordon, Mia Hamm, Tony Hawk, Mario Lemieux, Andrea Jaeger, Jackie Joyner-Kersee, Warrick Dunn and Alonzo Mourning, to pass on their passion for philanthropy to other athletes.
AFH has a three-pronged mission: to educate professional athletes on philanthropic options, connect them to charities throughout the country based on their specific interests and ultimately recognize and honor athletes for the significant contributions they are making to communities.
The group's development comes at an interesting time in sports philanthropy. The sizeable increase in the number of athlete charitable foundations is being met by another trend—increased skepticism by the public and media. This is due in large part to media reports from the New York Times and Wall Street Journal which have criticized several athlete foundations for (1) operating as little more than a way to provide jobs for family and friends and (2) their operating costs at times far exceeding the money or services provided to the community. The result is a much higher level of expectation for not just athletes but for all facets of the sports community—leagues, teams and even owners, when it comes to their charitable efforts.
With its impressive lineup of founding athletes, its multiple free services for athletes and sustained financial support from Genworth Financial and Stanford Financial Group , Athletes for Hope is well positioned to be a force in sports philanthropy, helping athletes develop sustained philanthropic programs that meet the increased public demand.
Travel Tip: Next time you make it to Louisville, be sure to check out the Muhammad Ali Center . Located on the Ohio River, this beautiful facility is part-museum, part-cultural center, where groups of all types—local to international—travel to meet and learn from one another. Just as Ali hoped.
-Rich Maiore, Account Director, Cause Branding
Tags: philanthropy
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From Bed Nets to Bottom Lines
Doesn’t a long-lasting, low-cost, anti-malarial bed net that can be manufactured AND sold in Africa seem like a good idea? It’s not just a smart invention that will help save millions of lives—it’s a sound investment. And investors like the Acumen Fund are bound to take notice. The Acumen Fund has invested more than $11 million in social entrepreneurs since 2001, including the founders of A to Z Textile Mills , the manufacturer of anti-malarial bed nets.
Acumen is an example of an investment fund that uses strict business practices to create financial and social returns from small to medium-sized enterprises. These types of organizations offer loans at near-market rates and provide ongoing strategic consulting to ensure the investment is a success and the business continues to grow. Just as in any for-profit business venture, revenue from sales of the product is used to pay off the loan.
In this case, A to Z produced more than seven million nets a year by the end of 2006. With Acumen’s help, they were able to decrease the cost of each net from $7 to $5. A to Z would be a shining example of business success by any measure, but thanks to the double bottom line of social entrepreneurship, A to Z and Acumen can reap the social returns as well: their partnership has helped to protect more than five million people in Africa from malaria.
Businesses like A to Z Textile Mills are on the frontlines of the burgeoning field of social entrepreneurship, where great ideas with a social conscience are paired with strong business practices. Loaning money to these enterprises with corporate giving dollars promises long-term impact because money from repaid loans can be reinvested and thus continuously generate returns. Meanwhile, start-up businesses reap the benefits of invaluable knowledge that will help them succeed. To put it simply, everybody wins.
-Leah Gutstadt, Assistant Account Executive, Cause Branding
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NBC’s “Green is Universal” Program Raises Eyebrows
While I appreciate and respect the intent of NBC’s “ Green is Universal ” program, it has been causing significant backlash as viewers question the eco-authenticity of the commitment. Most people don’t know that NBC’s parent company, General Electric, is one of the nation’s most committed corporate environmental leaders. NBC and its affiliates should have considered how to better communicate their own environmental practices and the most credible venues to educate the masses.
For those of you who haven’t turned on the TV this week, The Today Show’s “End of the Earth” series has sent its anchors across the globe so viewers can see first-hand the impacts of global warming. They are also providing tips for individuals and families to reduce their own environmental footprint. Great content, call-to-action and compelling visuals. Unfortunately, the fact that they purchased carbon offsets to offset the emissions from their travel never broke through to the viewers and many eyebrows have been raised regarding how environmentally friendly the programming was.
Meanwhile, NBC’s Sunday Night Football studio show “went dark” during half-time to raise awareness and promote conservation. The sports anchors undermined the intention to encourage people to turn off their lights by laughing and waving around flashlights and glowsticks. Also, all the flood lights were on during Faith Hill’s half-time show.
During Bravo's season premiere of The Real Housewives of Orange County , eco-friendly pop-ups were featured throughout the show to educate viewers on how to live with less bling and with more green in their lives. Is anyone sensing the irony?
Most companies are in the process of developing strategies to make their brand and products more “green.” They are being forced to answer tough questions regarding their footprint by a growing number of stakeholders. Green has gone beyond being trendy and become mainstream.
Cone has some tips that we would like you to consider before you jump in with a potentially weak message or execution of your green strategy:
1. Determine your operational goals and strategies.
2. Focus on what's critical to your industry. If you're a manufacturer of electronics, it may be the energy use of your product over its lifetime. If you make toothbrushes, it may be use of recycled materials and recyclability of the product. Sophisticated stakeholders will see through you if you focus on the wrong thing.
3. Be transparent about definitions, certifications and standards. The increasingly large number of programs being developed can be confusing to the consumer. Be sure to pick a respected standard to make your environmental claims, or one that is clearly explained in your communications. You may otherwise be accused of green washing.
4. Communicate meaningful information to different stakeholders. You can provide more technical info to NGOs but may have to provide more educational versions of information to consumers.
5. Ensure that the rest of your house is clean and walk the talk.
In short, I believe NBC’s efforts have done much more good than harm. It takes many entities to create a movement and change behavior. Just remember that your stakeholders are becoming more sophisticated and have higher expectations. Companies with credible business practices and thoughtful communications will be most effective in truly changing the world.
-Alison
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Networking Out of Poverty
Two decades ago, the solution for alleviating poverty went something like this: food, clothing and shelter. It was about handing out immediate needs. The rhetoric then changed to handing out basic tools for impoverished people to grow food, to fish and to sew. But change agents began to look for even longer term solutions. The food-clothing-and shelter solution then turned into something like this: skills, access and literacy.
"Handing out" opportunity is the new framework for addressing poverty. More and more entrepreneurs are realizing that the solution has both business and social benefits. A recent New York Times article highlighted Babajob.com , an Indian Web site started by a software engineer who decided to "hand out" networking opportunities, transferring the concept of "LinkedIn" to the village job seeker.
Sean Blagsvedt, the founder of the site, decided that poorer Indians who were seeking positions as nannies, housemaids and drivers simply could not find jobs because they did not have the right connections. Sending staff into the streets to drum up job seekers, Babajob has 2,000 unemployed, digitally-illiterate Indians registered on its site. The site also pays Internet cafes and local community organizations to help people register and fill out skills profiles. The Web site is regularly visited by wealthy Indians ready to employ. Babajob's model is winning praise as it injects internet savvy with a social conscience.
-Devi Thomas, Account Supervisor, Cause Branding
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Knowledge Leadership Weekly Insights
Cone is always pleased to see others in the marketplace produce research that reinforces the business case for cause-related initiatives. Cone recently joined Barkley, along with other experts in the field, for a panel discussion regarding cause trends, best practices and the 2007 PRWeek/Barkley Cause Survey .
Cone emphasized that cause initiatives must be authentic, sustainable, transparent and well-communicated to stand out. Barkley's research, the 2007 PRWeek/Barkley Cause Survey, found consumers identified Newman’s Own , Microsoft , Yoplait and Target as the top companies most committed to charitable causes. These companies not only have substantive programs, but they also invest significantly in integrated communication. Others, such as Pantene, Select Comfort and Lee Jeans, fell to the bottom of the list despite their efforts because they are not committing the resources to tell others about their programs.
Though the sample size of consumers surveyed is relatively small—only 225—their feedback is quite valuable and demonstrative of the statistic we cited in the 2007 Cone Cause Evolution Survey of approximately 1,000 consumers: the majority of Americans (88%) want to hear more from companies about their cause efforts and are listening to what they say.
*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter. If you are interested in receiving the newsletter, please email skerkian@coneinc.com .
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National Disability Employment Awareness Month
As we find ourselves inundated with pink ribbons each October, it is easy to lose track of other causes that should share the spotlight. National Disability Employment Awareness Month is designed to recognize the contributions of workers with disabilities and to focus on the need to employ more people with disabilities.
According to a 2004 survey conducted by the National Organization on Disability, 35% of adults between the ages of 18 and 64 have a full or part time job. However, 66% of adults with a disability who are not employed wish to be.
The number of people with a disability is growing: 54 million Americans live with a disability and one in five will experience a disability within his or her lifetime. There are a number of factors contributing to the increase in disabilities, including unhealthy lifestyles, people living longer and the availability of better medicine on the battlefield, which can increase the number of service members who return home with a disability.
Despite progress made since the Americans with Disabilities Act passed in 1990, disabled Americans still face many barriers: subpar transportation conditions, fewer healthcare options, accessibility challenges and barriers to homeownership. Having a job is actually itself a remedy for these issues, since employment provides financial stability and offers greater independence. And, employment does not only benefit disabled workers themselves: a recent Goldman Sachs report projected that U.S. employers will face a shortage of 12 million skilled workers by 2010 and 20 million by 2020. People with disabilities actually represent an emerging labor market comparable to the size of China, and yet their skills are not being fully utilized.
There are companies that are already stepping up to the challenge. They understand the importance--and the potential benefits--of hiring regardless of disability status. Several Fortune 500 companies were recently highlighted as the best employers for people with disabilities: Kodak, Merrill Lynch, Marriott and PricewaterhouseCoopers top the list.
Habitat International, a Chattanooga-based supplier company, has been dedicated "to providing jobs for hard-to-place workers" since 1981. Seventy-five percent of Habitat's workers have a mental or physical disability. Habitat International has become a leader and role model for other businesses and has been recognized with numerous awards, including a 1999 Blue Chip Enterprise Award from the U.S. Chamber of Congress. The founder and CEO, David Morris, took a chance on hiring individuals with disabilities more than 20 years ago, and it has paid off: his company often outperforms competitors two to one and is now a supplier for Home Depot and Lowe's.
So, this month, as you find yourself seeing pink everywhere, remember that October also represents the millions of Americans with disabilities who are unemployed or underemployed. It also honors the companies that have made a commitment to hiring people with disabilities. National Disability Employment Awareness Month challenges others to recognize the underutilized talent within the disability community and to make a difference in the lives of talented people with a disability who want and need a job.
To learn more about employment services for people with disabilities, please visit www.ucp.org .
-Katie O'Leary, Account Executive, Cause Branding
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Knowledge Leadership Weekly Insights
We are pleased to release the 2007 Cone Cause Evolution & Environmental Research Report this week, which is filled with our 14-year longitudinal data and captures insights into where cause has been, where it is now and where it is going. Feel free to download the report or email us if you would like a hard, color copy.
Among the most significant findings, we found an increasing trend that Americans are seeking what we are calling "Socially Aligned Business Initiatives(sm)," strategies that leverage a company's operations and scale to drive sustainable social change, while providing the greatest opportunities to grow and reinforce the business. This makes sense in light of the other trends and statistics characterizing the rapidly evolving cause landscape:
• Cause has gone mainstream, so doing good has become an expected business strategy
• While cause promotions remain an effective business strategy to increase short-term sales, superficial one-offs are no longer enough; America has become "ribbonized"
• Commitment to cause extends beyond consumers to employees, investors and other key stakeholders
• Employees are especially important to consider, as the home and workplace continue to merge; 72 percent of Americans surveyed want their employees to do more to support a cause or social issue, up from 52 percent in 2004
• Business practices are an additional purchasing influence, as today's savvy consumers are now asking "Is this a good company?" and "What does it stand for?"
• The environment and economic development are among the top four causes Americans want companies to address, along with health and education
• Consumers may become activists if companies engage in negative business practices; 85 percent would consider switching to another company's products/services
• Relevant and compelling communication are key to breaking through
*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter. If you are interested in receiving the newsletter, please email skerkian@coneinc.com .
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Bringing Innovation to Scale through the Egg McMuffin Model, or “I’ll have a Number 1 wi
Ah, the Egg McMuffin...a tasty part of a complete breakfast...or a model for social justice?
Almost everyone has enjoyed the eggy breakfast treat at some point in his or her life, yet few people realize the history of the Egg McMuffin and how we can learn from it to foster innovation in social change.
The Egg McMuffin was conceived in 1972 by Herb Peterson, a friend of McDonald’s founder Ray Kroc and operator of a Santa Barbara McDonald’s franchise, and his assistant Donald Greadel. Perturbed that his restaurant couldn’t open before 11 AM, Peterson was on the lookout for something quick he could sell customers in the morning.
Peterson began selling what he called the “poor man’s eggs Benedict” at his McDonald’s. Sales soared, so he took his product to Ray Kroc. Kroc loved it and began rolling out the sandwich across the country. The Egg McMuffin’s popularity climbed nationwide as other restaurants began making their own versions. The breakfast sandwich is now a significant part of the entire fast food industry.
So what can we learn from this?
This is a perfect example of how innovation can start small, but when brought to scale can create system change. A recent article in Newsweek featured NYC Mayor Michael Bloomberg’s initiative to raise $40M to provide incentives to low-income families that improve their family's education, health, and employment skills. Bloomberg’s experiment is modeled after a successful program in Mexico that has since been adopted in 20 different countries. Instead of trying to come up with a completely new approach, Mayor Bloomberg saw a proven, effective model that had been brought to scale and is now using it to create greater impact and systemic change in his sphere of influence.
Another example is micro-lending. It started out small and was successful among developing countries. Over the years, more and more developing countries have used micro-lending to help lift people out of poverty. Through organizations like Kiva.org , an Internet site that allows individuals to lend money to people in developing countries, the successful model was brought to scale, more people were reached, and systemic change was achieved.
Simply put: Proven model of success X access points = Impact.
These innovative models are out there, waiting for someone to find them and bring them to scale. As Jeffery Bradach in “Going to Scale” says, “Nonprofits should adhere to the Egg McMuffin model and instead of trying to find the latest possible solution to a social problem, replicate existing successful models.”
So the next time you sit down to enjoy your Egg McMuffin, think about what the popular sandwich can teach us. We should seek proven models of success and bring them to scale with the help of our corporate partners. With the Egg McMuffin model, we can create system change and social justice.
- Mike Wood, Assistant Account Executive, Cause Branding
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Knowledge Leadership Weekly Insights
SunTrust Bank recently launched its " My Cause " promotion, whereby the bank gives each new checking account customer $100 to donate to his or her favorite charity or a $50 gift card customers can spend on themselves. According to a survey of 2,058 adults the bank conducted in advance of the launch, more than half (59%) said they would choose to donate the money rather than take the cash for themselves. At Cone we know that self-reported intentions do not necessarily predict behavior, particularly in the cause arena.
Consider the findings from the 2007 Cone Cause Evolution Survey: from 1993 to 2007, there has been a 31 percent increase in the number of Americans likely to switch from one brand to another, price and quality being equal, if the other brand is associated with a good cause. Yet, since 1993, there has been a 43 percent drop in those who have over the last year actually purchased a product from a company after hearing about its commitment to social issues. We applaud SunTrust and others in the financial services space for developing cause initiatives to engage their consumers, and we look forward to seeing the actual behaviors of SunTrust’s consumers for insight into what it is that really makes consumers move from purchase intention and attitude to actual behavior.
*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter. If you are interested in receiving the newsletter, please email skerkian@coneinc.com .
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The New Conscious Consumer
Consumers have high expectations...and they want to know what you stand for.
People want to understand and connect with brands in a way that is emotionally relevant to them. We have found in our research and working with our clients that consumers want to know who a company is at its very heart and soul - basically the DNA of who it is. Companies must express their humanity and values in authentic and emotionally compelling ways to reach their consumers, employees, partners, communities and other stakeholders. And now, more than ever, consumers have very high expectations.
So, how do you think about the new conscious consumer?
We are at the beginning of a perfect storm- the world is changing and redefining itself constantly. As companies go beyond borders, the marketplace is replacing the government as the new regulating force, so there is more power in the hands of individual consumers than ever before. As a result, companies have to think differently about conscious consumers and how to reach them. It is critical for companies to connect with their consumers in a much deeper, more meaningful way beyond the traditional features of price and quality. In a world of parity items, it no longer matters just what you are; it matters what you stand for.
So make sure you are asking some key questions about your consumer:
- What is in the heart of your consumer?
- What matters to them?
- What are you doing about it?
-Julia
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What's Our Cause?
Many people ask me, "What is Cone's cause?" I am pleased to report that, in our case, indeed the shoemaker's children have shoes.
As we recommend to many clients, we too have a platform that acts as an overarching umbrella to our cause efforts. Its name is "Hours for Good." The mission of our platform is to make the world a better place through the sharing of data (our research), best practices (from our client work and observation of the industry) and our hands on experiences over 25 years. We wanted to share our knowledge because since our founding, our philosophy is that a "rising tide" rises all ships!
We have four key programs under our cause platform. First, is our industry wide information sharing via speeches (we give over 50 a year), published reports, white papers, media interviews, teleseminars and online media.
Second we periodically take on big projects. In 2000, I personally funded the building of a Habitat house in Boston. Throughout the summer, teams of 10 from Cone sawed, hammered, measured, painted, set shingles and moved brush and dirt. We loved every minute of it, especially when we handed the keys of the home to its new owner, a single mom with three children. Following Katrina, we created a year long fundraiser called Making Change for Katrina, a nationwide spare change collection campaign to fund Habitat homes in the Gulf. As you can tell, we are a big fan of Habitat.
Third, annually we host an all agency day of service, most recently volunteering at the Renaissance School in Boston, working with young children on a variety of learning projects.
Fourth is our highly flexible, "Hours for Good" agency volunteerism initiative. Supported by 40 hours of paid time off, our colleagues can select any project that interests them, from our local community of Boston to efforts abroad.
We all are very proud of the work of Kiva Starr. For the second year, she spent three weeks in Africa, using her Hours for Good to volunteer in orphanages and rustic schools. Personally, I am awed by the courage and dedication Kiva brought to her assignments. She literally jumped overseas into communities of extreme poverty, helping children of all ages in so many ways....from learning to tie a shoe, in some cases a first pair, to attending school to learn English, again being in school a first experience.
So, "What do we stand for?" Building the Cause Movement, helping expand the knowledge and work of so many others, and, through our colleagues, leaving many handprints in backyards throughout the world.
-Carol
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