filter by author: Jillian

If you haven’t heard, today is World Water Day, an international day of awareness and action in support of our planet’s growing water needs.

For months, Facebook and Twitter have been abuzz about this momentous occasion, which should not come as a surprise given the water sector has been at the forefront of social media fundraising (think water Tweestival). From activating followers to participate in stunt events (longest toilet queue), to taking over users’ statuses for a week, water leaders are leveraging the power of social networks to support their cause.

ITT (Cone client) is no different. The company, a global leader in the transport, treatment and control of water, is conducting a social media campaign of its own in support of World Water Day and its corporate citizenship program, ITT Watermark. ITT will donate $1 to safe water solutions for every new fan of ITT Watermark’s Facebook page between March 22 and March 26. Money raised will be evenly distributed between ITT Watermark’s nonprofit partners: Water For People, Mercy Corps and China Women’s Development Foundation. Given that experts estimate the global cost of providing water to someone for a lifetime is just $25 – or 25 fans in this instance - the campaign provides an opportunity for ITT to rally its stakeholders to make a real difference.

So why would a B2B company invest resources in a social media fundraiser? The biggest reason is the company’s employees. According to the 2009 Cone Consumer New Media Study, 79% of Americans who are active on new media believe companies and nonprofits should use these channels to raise money and awareness for causes, and employees are no different. By engaging employees via social media, ITT is connecting with key stakeholders where they are.

ITT epitomizes a Cone best practice: offering a range of ways to support the cause. By providing a spectrum of engagement opportunities – from the easy, click-to-give campaigns – to the more time-intensive global volunteer trip, ITT is giving everyone a chance to get involved. On World Water Day, this is especially true. In addition to the Facebook campaign, ITT is activating its 40,000 employees through local awareness, fundraising and volunteer activities at its sites around the world, while hosting 11 employees on a volunteer trip to India.

To learn more, or to join the cause, visit www.ittwatermark.com/facebook.

- Jillian Wilson-Martin, Account Supervisor

Aristotle once said, “He who cannot be a good follower cannot be a good leader.”

While I can’t say he was referencing Twitter, the wise philosopher certainly knew what he was talking about. In the age of new media, following is an increasingly overt component of leadership. Leading companies take advantage of Facebook, myspace, Twitter and the like, to follow the conversation about their brand and business opportunities and engage with stakeholders in transparent and courageous dialogue resulting in mutual gain.

But who should you follow? It depends on your target audiences and needs. For companies promoting corporate philanthropic programs, a few ideas on who to follow and why are below.

• Nonprofit Partners: Learn what they’re doing, who they’re working with and how you can help. Don’t forget to encourage them to promote your program using new media.
  
  
• Employees: Connect with your employees online and outside of work to create internal and external program ambassadors, solicit feedback on the program and identify volunteer opportunities.
  
  
• Customers: Gauge consumer interest in your cause of choice, monitor for program commentary, and spread awareness by activating consumers virally online.
  
  
• Issue Leaders: Stay abreast of the latest trends from the mouths of the movers and shakers; identify opportunities to engage and collaborate on the next big idea.
  
  
• Issue Competitors: Keep track of the newest programs other companies are implementing that impact your issue, discover best practices and apply them to ensure your program becomes the best.
  
  
• Convening Organizations: Learn about upcoming conferences and events and program promotion opportunities and identify the value of participating.

- Jillian Wilson Martin, Senior Account Executive

My work at Cone is never boring. With each new account, I get the opportunity to learn about new industries, new issues, new programs and new organizations. I get to talk to new and different people about ideas, problems and solutions I wouldn’t learn about otherwise.

It was in this capacity that I was introduced to College Summit, a nonprofit committed to serving the 200,000 academically capable, low-income students who graduate from high school but do not enroll in college. It’s approach? Harness the positive power of peer pressure by training a core group of influential students to drive a college-going culture in their classrooms.

The training starts with a four-day workshop for 20% of rising seniors. The workshop is held on a college campus and students get a head start on college applications by learning how to effectively write a personal statement, meet one-on-one with a guidance counselor, learn the basics of financial aid and gain concrete skills in self-advocacy. Armed with real experience, these students then return to their schools and spread their enthusiasm to their peers.

Inspired by College Summit’s model, I considered volunteering as a workshop writing coach, utilizing my paid volunteer time as part of Cone’s Hours for Good program. College Summit’s only criterion is that you are a college graduate, but I was hesitant. I assessed my skills: I knew I was capable of writing memos and issue toplines, but would I be able to guide a group of students through the complex and emotionally draining process of creating a personal statement? My account team encouraged me and I bit the bullet. Before I knew it, I was on my way to Amherst College for what would be one of the most powerful four days of my life.

After receiving a thorough training, I met the members of my team – seven teens from inner-city NY. Immediately my nerves kicked in and I clung to the curriculum like it was a life raft. We followed the book and did a 10-minute free write. Then I asked students to read their work aloud. The first student to read shared an eye witness account of his grandmother’s murder. He was seven when it happened. We all started crying.

And the tears didn’t stop. For the next three days, my students shared their deepest fears, personal struggles, challenges, fondest memories and biggest dreams. We shared and we cried and we wrote. The students recognized new traits in themselves through their writing. They were surprised to discover they are courageous, smart, resilient, eloquent, funny and strong. And they were empowered when they realized these qualities looked pretty damn good on a college application.

Today the students in my group are back in school and are working to inspire their peers to take the same steps they did – to believe they are college material and to make their dreams a reality. As a team, we made a pact to reunite at their college graduations; if not sooner. Until then, I’m signed up to use my Hours for Good with College Summit again next year.

To learn more about College Summit and find out how you can volunteer as a writing coach, click here . 

- Jillian Wilson, Senior Account Executive, Cause Branding