filter by tag: corporateresponsibility
Microsoft to Business Units: Reduce or Pay Up
In less than two months, all direct operations divisions of Microsoft will be forced to reduce emissions or pay the price. But it's not a government organization or NGO who's enforcing the mandate – it's the company itself.
Microsoft announced this week it is committed to going carbon neutral by July 1 and is extending this responsibility throughout its company. Through what Microsoft deems the "accountability model," each division within the company will be responsible for its own carbon emissions, which will not only raise internal awareness, but will also send a strong message to stakeholders and competitors. And the company is taking the program one step further. As part of its neutrality goal, Microsoft will be imposing a carbon tax on all direct operations in more than 100 countries, including data centers, software development labs, air travel and office buildings. Divisions that do not meet emissions goals through efficiency measures and increased use of renewable energy sources must pay a carbon fee that the company will use to purchase carbon offsets.
By creating its own internal carbon market, Microsoft hopes to discourage unsustainable actions and incentivize environmental progress. And to ensure its success, the company has put forth the most effective motivator of all – money.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: sustainability stakeholders emissions
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Status Update: Facebook Promotes Organ Donation
For years, the Department of Motor Vehicles has inquired whether we'd like to be an organ donor, but Facebook has posed a more direct question: Are you?
The world's leading social network announced Tuesday it will now allow users to include organ donor status among other biographical information on member profiles, marking perhaps the first time an individual's donor status has been shared in such a public way. Yet, the outcome is much more than a timeline milestone. The New York Times reports nearly 7,000 people die each year waiting for an organ transplant; Facebook reaches 161 million users in the U.S. alone. The potential impact is clear.
Dr. Andrew M. Cameron, the surgical director of liver transplantation at Johns Hopkins Hospital, explained, "This is going to be an historic day in transplant. The math will radically change, and we may well eliminate the problem." In fact, motor vehicle registries have already seen the effect of the announcement, with more than 6,000 individuals enrolling as donors through 22 state registries on Tuesday alone, a number which usually only hits around 400 per day.
Facebook may ultimately change the trajectory of organ donation, bringing an issue once relegated to a checkbox on a DMV form to the public forum – something that can be discussed, shared and supported on a wide scale. And, Facebook is eager to show peer pressure isn't necessarily a bad thing when lives are at stake. With 114,000 people currently waiting for organ transplants, the company hopes a status update might help save a life.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
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Burger King’s Big Commitment
Burger King, the world's second largest fast food chain, signaled bold change this week when it announced it will source 100 percent of its eggs and pork from cage-free chickens and crate-free pigs by 2017. The company, which purchases hundreds of millions of eggs and millions of pounds of pork annually, currently sources just nine percent of eggs and 20 percent of pork from cage-free vendors. Burger King joins a number of other brands making cage-free egg purchasing decisions, but according to Matthew Prescott, a spokesperson for the Humane Society of the United States, this is the first time a major chain has made a commitment of this caliber.
This announcement signals an important shift for the industry and for consumers, even if they don't happen to dine at BK. USA Today reports that the cage-free issue has just recently hit the public radar in a big way, with Paul Shapiro, vice president for animal farm protection at the Humane Society, stating, "This is an issue that just four to five months ago was not on the food industry's radar. Now it's firmly cemented into the mainstream in a way that I think few people would have imagined." Bruce Kennedy of GreenBiz.com also noted that as such a large buyer, Burger King could actually force more of the industry to shift to cage-free, ultimately opening up a larger market and reducing the price for everyone due to economies of scale.
Big brands have the opportunity to set industry precedents and drive social and environmental progress in ways that make it hard for others to ignore. Just as Walmart helped forever change the laundry aisle by committing to sell only concentrated detergent, Burger King may in fact do the same for cage-free.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: sustainability environment brand commitment
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Earth Day Roundup
As Earth Day supporters look to "Mobilize the Earth" on the National Mall on Sunday, companies are mobilizing consumers to take part in Earth Day promotions. Here's a sampling of programs you can expect to see as you do your part to reduce, reuse and recycle this weekend:
• Target is celebrating "Earth Month" by offering special discounts on environmentally friendly products throughout the month of April, in addition to giving out 1.5 million reusable bags on Sunday. The retailer has also partnered with Recyclebank, a B Corp that doles out points and discounts at major retailers to members who make environmentally sound decisions.
• JetBlue is partnering with CarbonFund.org to plant a tree for every person who flies on the airline this Sunday, which should equate to about 83,000 new trees. The trees will be planted in Haiti to help rebuild areas affected by the 2012 earthquake. JetBlue crew members and volunteers will also head to Long Island City to plant an additional 100 trees in support of the "Color NYC Green" program.
• Eileen Fisher is helping consumers with spring cleaning this weekend by taking back used Eileen Fisher clothing at all retail, company stores and wholesale locations. The used clothing will be resold at the company's GREEN EILEEN stores, which have already raised more than $600,000 for a number of nonprofits supporting women and girls.
• Macy's is launching a Brazilian-themed curated shop called "O Mercado, the Market at Macy's" to benefit The Nature Conservancy, which will open on Earth Day and run through July 15. Ten percent of each purchase at the shop will go to help the nonprofit in its effort to protect the Brazilian Amazon Rainforest.
• Origins celebrates Earth Day every day by taking back all brands of used cosmetic and toiletry bottles that are traditionally unrecyclable through municipal systems. This Sunday, to encourage consumers to take advantage of the program, customers that bring in any empty cosmetic tube, bottle or jar will be rewarded with a free full-sized Origins sample.
Earth Day campaigns offer companies a unique opportunity to connect with consumers when environment is top-of-mind, and Americans are primed to participate. In fact, Cone's newest Green Gap Trend Tracker revealed that the environment is a consideration while shopping for many, but they rely on companies to provide them with the information to make environmentally informed shopping decisions. Earth Day provides an ideal window to grab consumers' attention, but remember – the true measure of a responsible company is how it conducts business the other 364 days of the year as well.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: EarthDay
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Sustainability: No Secret Sauce
It's no secret most companies prefer to keep their proprietary tools and processes under wraps for competitive reasons. Yet in the age of transparency, companies have become more willing to open their doors to inspection. One company has taken this a step further by allowing anyone – even its competitors – to view an essential aspect of its supplier assessment process, all in the name of sustainability.
Bart King recently reported for Sustainable Brands on P&G's newest innovation in sustainability, its Supplier Scorecard Analysis Tool. The scorecard measures supplier improvement year over year on a number of environmental sustainability criteria, from hazardous and non-hazardous waste disposal to greenhouse gas emissions. Although the scorecard itself is not new, P&G has made news by making its tool publicly available, giving all companies a launch pad to more sustainable supply chains. The Excel spreadsheet, with instructions and rating criteria, is now available for download directly from P&G's website. The company has even gone so far as to offer a public webinar to anyone who is interested in learning more, complete with a live demo and tips for reapplying the tool to other businesses. And many may benefit from learning about P&G's sustainability efforts, as the company has saved nearly $1 billion in operational costs over the past 10 years.
There are no secrets when it comes to P&G's supplier sustainability scorecard. The company has put everything on the table with the hope others will follow suit. With this step, P&G has sent a message that environmental sustainability is important, not from a competitive standpoint, but for business and society at large.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: environment sustainability supplychain
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Green Products Take the Stage
For years, environmentally friendly products have played second fiddle to traditional merchandise: cordoned off in a special section of the store, relegated to a certain part of the website and treated as an atypical purchase. Now, green products are finally ready for their big break.
As Amanda Hess from GOOD reports, a new company is ready to give green products their fair share of the Hollywood spotlight. Green Product Placement is the brainchild of Beth Bell and Lisa Dietrich, who are striving to place sustainable, charitable, organic and local products in major TV and movie productions. Bell explains, "As shoppers in the real world begin investing in healthier foods and greener cleaners, there's no reason their Hollywood counterparts shouldn't do the same."
By incorporating more responsible products into pop culture, Green Product Placement may also help break down green stigmas that still persist in the market. Cone's 2012 Green Gap Trend Tracker revealed consumers continue to perceive areas like price, quality and availability as barriers to buying environmental products. But as Bell told GOOD, "The exposure these green products get on film has a ‘cumulative effect' that can ultimately ‘help viewers recognize them as a normal brand, and not a fringe one.'" This exposure, in addition to a company's own storytelling about how its environmentally responsible products can compete on price and quality, may actually turn the tables for responsible products, breaking down barriers and making good, green TV to boot.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: environment green celebrities product
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Consumers May Not Be “Buying” Companies’ Environmental Claims
We're pleased to share our newest environmental research, the 2012 Cone Green Gap Trend Tracker, the third in a series of benchmark surveys examining American consumers' perceptions of environmental marketing. The good news: Americans continue to buy with the environment in mind. The bad news: consumers are not necessarily trusting companies' environmental claims.
The trend tracker revealed a majority of Americans (80%) don't believe companies are addressing all of their environmental impacts, and only 44 percent trust companies' green claims. This skepticism may even affect sales. In fact, as many as 77 percent would be willing to boycott if misled by an environmental claim.
Even as consumers express skepticism, they also voice their high expectations. They hold companies accountable for addressing the full environmental impact of a product's lifecycle, from the impacts associated with manufacturing the product (90%), to using it (88%), to disposing of it (89%). They are also asking companies to be thorough in their communications. Seventy-three percent of consumers want companies to provide more environmental information on the product packaging to help inform their shopping decisions, and the majority of consumers (71%) wish companies would do a better job helping them understand the environmental terms they use to talk about their products and services.
The implication is clear: the onus is on companies to bring consumers into the environmental conversation, and Americans are primed to do so if they feel they can trust what they're hearing.
For the complete findings from the 2012 Cone Green Gap Trend Tracker, including the types of environmental messages that resonate best with consumers and environmental purchase barriers and drivers, please visit our website.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: environment marketing green boycott
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Top Three Entertainment Marketing Need-to-Knows
Knowing the ropes of celebrity partnerships can be an integral part of any marketing campaign, whether your organization is for- or non-profit. Take heed of these three entertainment marketing “need-to-knows” and you’re on your way to a successful and impactful celebrity partnership.
No. 1: Content is king
Carefully crafted celebrity partnerships help brands “tell their stories” from a credible third-party and highly influential perspective. More and more, a major part of this storytelling includes, and relies on, content – and lots of it. Engaging, creative content helps corporate and nonprofit brands differentiate themselves in a competitive marketplace where people are increasingly looking for honest, transparent and “human” brands. To do this well, clients are tapping into relevant celebrities and entertainment partners to bring their stories to life.
When American Cancer Society celebrated its “Choose You” cause campaign in the spring of 2011, Cone Communications partnered the nonprofit with Academy Award-winning actress Hilary Swank to create the “Choose You” documentary, telling the powerful stories of three women on their journeys to put their personal health first. The full-length documentary was released nationally and promoted through social media channels.
No. 2: Celebrities and brands are social
Social media continues to be one of the most quickly evolving areas in public relations. Social platforms are no longer leveraged as “add on” tactics, but can be the foundation of some of the most successful campaigns. As social platforms continue to rise, so does the impact of celebrity voices.
During Fair Trade Awareness Month in October, Green Mountain Coffee Roasters, a Cone client and the largest purchaser of fair trade coffee in 2010, sought to drive awareness of the impact of fair trade with an authentic and powerful campaign for its Green Mountain Coffee brand. Green Mountain Coffee harnessed the power of social media along with Michael Franti and Grace Potter – two up-and-coming music artists who deeply care about fair trade – to raise the volume on the issue. Both artists hosted exclusive live performances on Green Mountain Coffee’s Facebook page to educate consumers on how small choices – like the coffee we drink – can help drive big change.
No. 3: Celebrities can work to draw attention to important issues
Nonprofits have been using celebrities to generate awareness, support and funds for many years… and the strategy still works, if done well. Whether a nonprofit is launching a new platform, trying to raise money for new research or continuing to keep an important issue top of mind among people nationally or globally, the power of celebrities – and the many people they touch both on and offline – is invaluable. However, choosing the right celebrity, and making sure the celebrity is doing it for the right reasons, is a must.
American Kidney Fund, a Cone client, recently launched Pair Up by partnering with spokesperson Laila Ali who has a family history of diabetes and high blood pressure, both which put her at risk for kidney disease. She signed on to be a spokesperson because she has a passion for the cause, and with her personal connection, she was able to deliver campaign messages authentically.
-Cone Communications' Entertainment Marketing Group
Tags: entertainment marketing nonprofit celebrities
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Inviting Consumers to Innovate
Smart companies are embracing the notion that sometimes the best ideas come from unexpected sources, outside of their four walls. Crowdsourcing and cross-industry partnerships, modes of innovation involving consumers, competitors or other surprising partners, are becoming ingrained in business strategy, as companies move away from traditional problem-solving. Unilever is taking this concept one step further with the launch of its online platform "Open Innovation". In its quest to design a product that is both environmentally and user-friendly, the company has opened its doors to ideas from anyone and everyone, including those individuals who will ultimately buy and use its products.
The company, who launched the website as part of the Unilever Sustainable Living Plan, isn't shy about listing the challenges Unilever is facing and what it needs the public to contribute to its process. Some of the projects currently listed on the website include: a more sustainable shower, an active ingredient that helps prevent viruses without relying on harsh chemicals and an alternative to sodium that would reduce salt intake. Businesses and individuals alike are directed to the Open Innovation Submission Portal to upload all types of solutions for review, with the hope that one might be the next big idea.
By seeking submissions from the public, including its own consumers, benefits for Unilever are two-fold: the company taps into previously untouched innovation from a new pool of creative minds, and, it has the opportunity to profit from the intimate knowledge that can only be gained from someone who interacts regularly with its products. By incorporating the end consumer in the innovation process, Unilever has learned to embrace a very integral and powerful stakeholder. A company can have the very best and brightest scientists and innovators at the table to solve important problems, but it runs the risk of ignoring a powerful proposition: a problem-solving product that's made for consumers, by consumers.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: innovation stakeholders consumers
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How Do You Solve Water?
It seems like every month, week and day is associated with a cause – October is synonymous with breast cancer, April 15-21 is National Volunteer Week, and yesterday was World Down Syndrome Day. The observance of every cause is important, but for me one stands out – World Water Day.
For the past five years, I have had the pleasure of learning about and supporting water issues as part of my work on Xylem Inc.'s* corporate citizenship and social investment program, Xylem Watermark, and every year I learn something new. Today – I’m learning about solutions to the global water crisis as our team promotes two new infographics that demonstrate how Xylem Watermark solves water.
For each share of the infographics on Facebook, Xylem will donate $1 to partners Water For People and Mercy Corps (up to $10,000, March 19-30, 2012). Visit www.xylemwatermark.com/infographic to participate.
Solving Water through Community-based Water, Sanitation and Hygiene Education
Taken by a Xylem employee who traveled to West Bengal, India as part of Water For People’s international volunteer program, this image demonstrates the power of water, sanitation and hygiene to change lives – clean water nearby means children, especially girls, can go to school instead of fetching water.
Solving Water through Disaster Risk Reduction
Capturing the devastating effects of water-related disasters, this image – taken in Jakarta, Indonesia after massive floods by Xylem Watermark nonprofit partner, Mercy Corps – represents the untapped power of disaster risk reduction, a newer approach to solving the global water crisis by proactively securing water resources from natural disasters before they happen. According to estimates, every dollar spent on disaster preparedness can save four dollars in disaster relief!
At Cone Communications, we support water because we are motivated to make a difference in the world. Today, I encourage you to find your reason. Maybe it’s because you, too, believe Sarita should have the chance to go to school rather than fetch water. Maybe it’s because you, like Rahmad, know the chaos and stress that water-related disasters can breed, and you want to help prevent that feeling from overwhelming someone else.
Whatever your reason, this World Water Day I encourage you to join me and help solve water.
*Cone client
Jillian Wilson-Martin is a Senior Account Supervisor in Cone Communications’ Cause Branding group.
Tags: Program Water Volunteering
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Can Low-Tech Cause Marketing Still be High Impact?
Nary a day goes by when cause marketers don't talk about using Facebook Timeline, Pinterest, QR Codes or SMS for their campaigns, but that does not mean more traditional communications tactics are obsolete. Although no one can deny the power of a tech-savvy cause or nonprofit marketing campaign, it's still possible to have 2.0 results with 1.0 tactics.
Samusocial, a Romanian organization charged with providing care and medical aid to homeless people, has come up with a low-budget, low-tech but high-impact campaign. When the organization wanted to provide warm clothing to the homeless for the coming winter months, it looked no further than the local dry cleaner. A tag attached to each hanger asked customers to donate old clothing. They simply had to hang unwanted clothing on the hangers, return them to the cleaners with their next load of dry cleaning, and the nonprofit would take it from there. The highly effective campaign has already received 1 ton of clothing donations that will clothe nearly 5,000 homeless people with a total campaign cost of only 645 Euros.
One the other side of the world, Joe Waters, cause-marketing guru and Selfish Giving blogger, recently analyzed the inner workings of the highly successful "pin-up," a cause marketing standard found at cash registers across the nation where customers are asked to donate to a certain cause at the point-of-sale. Pin-ups have been around for decades, but they are still a popular cause marketing tactic. And that's because they work. Waters deems these campaigns a success because they feature an old-fashioned, face-to-face interaction between a customer and a cashier, and consumers undeniably tend to say "yes" when put on the spot. It also helps that producing each pin-up runs less than 18 cents but sells for between $1 and $5. As Joe notes in an earlier post, he's raised as much as $300,000 in just a few weeks with this 1.0 cause marketing method.
Cause marketers should certainly keep their eye on the digital future of marketing, but not while overlooking tried and true tactics. Whether it's a tag on a hanger at the dry cleaner or a paper icon at the register, success comes from embedding the call-to-action into consumers' daily activities. In this way, it's simple to act and to execute, as well as easy to draw the connection between consumer, company and cause.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: causebranding nonprofit campaign tactics
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Leading Granola Bar Company Goes Digital
Most know Nature Valley for its classic Oats N’ Honey granola bars but just as the brand’s product line has continued to evolve, so has its dedication to America’s parks. Last Thursday, Cone Communications helped the granola company launch into the digital space with a new platform called Nature Valley Trail View – designed to expand upon the brand’s commitment to preserving our national parks.
Nature Valley Trail View, announced on March 7 by the New York Times, encourages outdoor exploration and education through 300-plus miles of immersive national parks content, including interactive guides and panoramic views of trails at three iconic parks: Grand Canyon, Great Smoky Mountains and Yellowstone. The new platform debuted to media and technology influencers on March 11 at the internationally recognized South by Southwest (SXSW) Interactive (SXSWi) Conference and Festival Mashable SXSWi House in Austin, Texas.
Nature Valley is a longtime supporter of our country’s outdoor heritage. Through the “Preserve the Parks” program – a partnership between Nature Valley and the National Parks Conservation Association (NPCA) – the brand encourages Americans to get outside and enjoy our beautiful national parks, while raising funds for their preservation. For more than two years, Cone has worked alongside the General Mills-owned company providing strategic counsel and helping to further develop its partnership with the NPCA to generate awareness for parks’ critical needs. In 2012, funds raised for the NPCA will top $1 million.
So, as you’re virtually hiking a trail in Yellowstone National Park during National Parks Week (April 21 – 29), make sure to take a water break on the Nature Valley Facebook page. By visiting the page, nature lovers can help support NPCA restoration projects; for each Facebook “Like” during this time period, Nature Valley will donate $1 to the NPCA, up to $50,000. In the meantime, we’d love to hear your thoughts on the new platform – share them with us on Twitter (@nature_valley) with the hashtag #TrailView.
*Cone client
Kristin Flynn is an Assistant Account Executive in Cone Communications’ Brand Marketing group.
Tags: nationalparks causebranding philanthropy newmedia
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Kony: Famous in Four Days
Who is Joseph Kony? If you're one of the 55 million KONY 2012 YouTube views, the 2 million Facebook likes or the 2.3 million tweets using the #KONY2012 hashtag over the past week, you have at least an inkling. And in all likelihood, you probably didn’t before. Invisible Children, a California-based nonprofit, launched the KONY 2012 campaign this year to bring one of the world's worst war criminals, Joseph Kony, to justice. Although the campaign is as much embroiled in controversy as it is embraced, it is hard to argue it has accomplished its immediate goal: "Make Joseph Kony famous."
Invisible Children posted a nearly 30-minute video only four days ago that has taken the social media world by storm. The first goal of the nonprofit is to bring awareness to Kony, leader of the rebel group Lord's Resistance Army (LRA), who has been committing atrocities in Uganda and central Africa for more than 20 years. After watching the video, viewers are directed to the Invisible Children website to purchase t-shirts, bracelets and posters in support of the cause. Those who are really inspired can even purchase a "Get Everything Pack + Limited Edition Peace and Action Necklace" for $2,500. After gearing up, Invisible Children asks supporters to message "Culturemakers" like Tim Tebow and Lady GaGa and "Policymakers" such as Condoleezza Rice and Mitt Romney. Many celebrities have already been inspired to participate, with Ryan Seacrest tweeting, "Was going to sleep last night and saw ur tweets about#StopKony...watched in bed, was blown away. If u haven't seen yet."
Using this growing awareness, the nonprofit seeks to ensure that "U.S. military advisers support the Ugandan Army until Kony has been captured and the LRA has been completely disarmed," according to the Invisible Children website. The movement all culminates on April 20, with supporters taking TO the streets to plaster every surface with KONY 2012 posters to ensure the issue will no longer be ignored.
Meanwhile, a host of critics have popped up to draw attention to the nonprofit's questionable use of funds and two-star "Transparency and Accountability" rating on Charity Navigator. The organization has also received criticism for its alignment with the Ugandan Army, which itself is riddled with controversy.
This fastest growing viral video in history, according to online measurement firm Visible Measures in the Wall Street Journal, will "expire" on December 31, 2012. Before that time, will KONY 2012 overcome its criticisms and turn this immense awareness into advocacy that, ultimately, becomes action? Will it achieve its end goal of bringing Kony to justice? Invisible Children must move quickly to activate this attentive base because in today's social media world, Kony's 15 minutes of fame will soon be up.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: viral marketing nonprofit video campaign
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Getting to "Yes" with Greater Success
A common problem I see organizations and agencies run into when developing new campaigns and programs is forgetting that as highly educated and passionate advocates of the chosen issue, product, etc., we cease to be accurate representations of our target population at large. As a result, we may overestimate the importance of/interest in our issue outside of our walls and forget to take a step back and do a reality check on what our target audience is actually willing, able and likely to do.
The Fast Company Co.Exist website recently featured an article called, "A Bandage That Allows You to Save a Life While Patching up Your Cut," which highlights a new bone marrow donation registry kit placed in packaging alongside adhesive bandages. The product, created by Graham Douglas of Droga5 and his advertising and design students at the Miami Ad School in Brooklyn, debuted at TED earlier this week. The kit is a simple, yet elegant, solution to address a huge need, which is encouraging more participants to join the National Marrow Donor Program by collecting a small blood donation when they are already tending to a cut. Douglas's kit is a great example of someone putting themselves in the shoes of the audience they are trying to reach and developing an appeal that is delivered in exactly the right way and at the right time to get to "yes".
I would suggest that there are three simple questions that can help us consistently ensure greater success in this regard:
1) What is the specific problem are we trying to solve?
In Douglas's case, the problem was a critical shortage of bone marrow donors because of a lack of awareness of the need and a misunderstanding of what it takes to join the registry. I didn't know a simple blood test is all that is required (nothing as scary as a spinal tap like I imagined), and I'm sure many of you didn't either.
2) What is the easiest thing someone could do to help in a meaningful way?
Providing your contact info and a blood sample is all that is needed to join the National Marrow Donor Program, but it can have a huge impact for individuals on the waiting list and in desperate need of a donor match. Douglas isn't asking people to commit to being a marrow donor or even to prick their own fingers to join the registry. He's just asking them to help by capturing a drop of blood while they are already bleeding and then send it in using the kit right in front of them. The assumption is if someone gets on the marrow donor list, he or she will most likely agree to help someone in need if presented with the opportunity as a match. Going back to our breast cancer example, getting the recommended health screenings and diagnosing cancer early goes a long way in preventing cancer deaths. In addition, once a woman schedules an appointment for a mammogram, she is more likely to show up for it, so just getting more women to schedule appointments could make a big difference in changing behavior.
3) How could we reach our target when the barriers to a "yes" are at their lowest?
Douglas's kit takes strong messaging around the importance of joining the marrow registry, provides easy tools to make the donation and pairs it with a box of bandages to ensure the "ask" occurs at a moment when the barriers to "yes" are the lowest.
Applying this to breast cancer, instead of asking women to pledge to get their mammograms or even come to a free local screening, it might be more successful to partner with Microsoft, Google or Apple to have an educational pop-up window show up on a consumer's screen prompting her to schedule a calendar reminder. Or, another idea would be to work with hospitals and primary care providers to proactively schedule mammogram appointments for women with the appropriate risk factors and have a corporate partner cover the co-pay.
By asking ourselves and our clients the three questions above, I'd suggest we could ensure our campaigns and programs consistently move beyond basic education and awareness to highly effective engagement and simple, but impactful, actions.
Chris Mann is an Account Director in Cone Communications’ Cause Branding group.
Tags: nonprofit engagement campaign donors
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Silent Sustainability
At last weekend's Harvard Social Enterprise Conference, Ayr Muir, founder and chief executive officer of Clover Fast Food, Inc., a Cambridge, MA-based restaurant and food truck company, revealed his secrets to success. He told the audience how his restaurants try to use local and organic ingredients as much as possible. They also limit the menu and intentionally run out of food items as the day goes on to curb food waste (considering 40 percent of food produced in the U.S. goes to waste, this is a noble goal). But the real success secret? According to Muir, most of Clover's customers have no idea of the company's green mission.
A growing number of companies are achieving lofty green goals and working to incorporate sustainability into the very essence of their companies. While many organizations are proud to shout achievements from the rooftops, others remain mum. There are a number of reasons for doing so, including fear of communicating successes because it might open a company up to scrutiny in other areas. Muir is on a mission to provide his customers with healthful, inexpensive alternatives to fast food, but he doesn't want the words "organic" or "local" to scare budget conscious consumers away (by the way, a majority of Clover's menu items come in at under five dollars). And in a recent CNN Money article, John Stein, the founder of Kirei, a design materials manufacturer that produces sustainable and non-toxic products, said he steers clear of touting its credentials because he fears it may actually be a turn-off to mainstream consumers. At the same time, Maker's Mark, deemed by CNN Money as "possibly the most environmentally friendly and socially responsible alcohol company in the world," doesn't flaunt its responsible actions because the company believes it's "just a part of doing business."
Although silent sustainability champions may honor humility over haughtiness, there is a real opportunity for communication, and perhaps more importantly, education. Many of the companies that remain reserved are also the ones who have made amazing progress breaking age-old "green" stigmas by providing low-cost, high-value products. If these companies can tell their stories, perhaps consumers will begin to understand that buying green doesn't have to be a sacrifice.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: sustainability local communications green
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Loyalty for Good
I was sitting at my kitchen counter having my daily bowl of cereal, as many nine year olds routinely do, when I was first exposed to cause marketing: the General Mills* Box Tops for Education program. As a regimented Honey Nut Cheerios eater (with the occasional variation of Trix, if I was lucky), I was able to enjoy my cereal and help my school at the same time! The more I ate, the more I could help - it was a brilliant campaign for a growing kid and cereal loyalist.
Since then, cause marketing has grown in popularity and consequentially, diversified as companies build programs that cater to specific wants and needs of their stakeholders. It helps to keep competitive edge. Provided price and quality are the same, 80 percent of Americans are willing to switch brands if a brand supports a good cause (2010 Cone Cause Evolution Study). Moreover, consumers want the power of voice and of choice – 75 percent of Americans want to offer their ideas and feedback on the company’s cause-related efforts (2010 Cone Cause Evolution Study). With these points in mind, it makes sense to reward consumers with an empowered, active role in helping to guide corporate giving.
Box Tops for Education remains strong since its inception in 1996 and has grown to a network of partner companies that offer eBoxTops (those for virtual redemptions) to reward consumer purchases. Other organizations with loyalty programs have been able to adopt and adapt this approach, from hotel companies like Hilton (Cone client) and Marriott, to major banking and credit card companies such as Citibank and American Express. These global giants offer the option to donate reward points to a charitable organization of personal choice (some with databases of over one million organizations). This simple, successful method has even extended into start-ups like DailyFeats, a website that rewards users with points for tracking positive behaviors. It is a relatively simple concept that can be flexed in numerous ways.
Here’s why it works…
- For the company:
- Drives repeated business - consumers are encouraged to subscribe to the loyalty program and come back to accumulate the points
- Delivers a measurable impact to talk about - how many organizations were supported, how many dollars were given, how many people utilized the giving mechanism
- Invites consumers to take part in a team effort for change - giving back should be done by both companies and consumers, not solely one or the other
- For the consumer:
- Enables loyalists to “do good” at “no cost”- there aren’t any checks written by the consumer
- Empowers consumers with personal choice - they’ve earned the points and can choose a cause they find compelling
- Grants access at a low threshold - giving can be done in incremental amounts (rather than waiting to accumulate for the “big” rewards at the risk of points expiring)
- Offers a more substantive reward for those who may not feel a strong need for other “fluffy” perks
- For the beneficiary organization:
- Lends visibility without the costs of advertising - loyalty programs are yet another way the public can learn about the organization
- Offers the opportunity to build relationships - the organization can follow-up with continued communications (emails, newsletters, campaigns, etc.)
- Provides a direct benefit - the donation
My breakfast routine has since changed to a daily Greek yogurt, but I have also become a frequent credit card swiper. Companies like Citibank make it easy, engaging and personal for me to continue to support causes I believe in by simply rewarding my continued business. With technology enabling loyalty programs to become even more accessible and easier to use, I’m eager to see where companies go next.
*Cone client
Rachel Swirsky is an Account Executive in Cone Communications’ Cause Branding group.
Tags: causebranding donation Loyalty Program
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Taking Cause Marketing to the Streets
Can one soccer ball save hundreds, perhaps thousands, of cats and dogs from meeting an untimely death? One animal advocate and Miami Ad School graduate is hoping just that.
As reported in Ad Age, a single soccer ball and viral video have set out to bring awareness to a program mandated by the Ukrainian government, who as host to the European soccer championships in June, has ordered the roundup and killing of stray cats and dogs to clean up the streets. One ordinary-looking soccer ball was placed on a busy street in Hamburg, but when unknowing pedestrians couldn't resist kicking the ball, they were surprised by a chilling dog howl. Those who picked the ball up found a bold statement, “STOP KILLING DOGS FOR THE UKRAINE UEFA EURO 2012," a QR code to learn more and directions to text donations to animal charity ETN. A video of these individuals' candid reactions to the howling ball went viral, spreading awareness for the issue and driving donations worldwide.
On the other side of the globe, another team of advocates has taken to the streets on its own social crusade: combating the slow deterioration of proper grammar in the U.S. An organization named Americans for Grammar is setting an example by targeting graffiti with poor grammar, armed with corrective red spray paint and a stencil that reads, "If you've got something to say, say it right." According to Ads of the World, the organization drives traffic to a blog which displays examples of grammar offenders and also directs donations to an urban language and grammar school.
Concerned advocates are working outside the confines of traditional marketing channels to raise awareness in imaginative ways and take their megaphones, quite literally, to the streets. When the issues are as unusual as these, sometimes your approach must be, too.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: Grassroots
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Chipotle Wins Big at the GRAMMY's
Where this year's Super Bowl lacked in issue-focused ads, a spot from Chipotle made up for it just a week later at the GRAMMY Awards. The two-minute ad, originally released online and in movie theatres, featured a Willie Nelson cover of a Coldplay song, and although it aired during a commercial break, it left many saying it was the best musical performance of the evening.
Twitter feeds were buzzing with praise for the spot, with fans exclaiming, "Best #Grammy performance? That incredible @Chipotle commercial featuring Willie Nelson covering @Coldplay's The Scientist. Wow." And while some of the acclaim had to do with the musical appeal of course, it is hard to deny that the commercial was compelling in its own right. Nelson's moving rendition of "The Scientist" provides poignant narration to a simply animated story of a farmer who moves toward industrial food production, but seeing the changes in his own world, returns back to smaller-scale, more sustainable farming techniques. We've said this before on WDYSF, and we'll say it again— despite the proliferation of communication channels for cause marketers, there is sometimes none more powerful than a simple video to leave an audience touched, informed and empowered. When a company has the means to bring the message to a mass audience through a pop culture event like the GRAMMY's, it's even better. And fortunately, it's more than just a well-crafted video— Chipotle also has the creds to back it up. Through its longstanding commitment to "Food with Integrity," a 10-plus year journey for the company, Chipotle has continued to increase its purchase of naturally raised meat and ingredients sourced from family farms. However, Chipotle also acknowledges that it's far from perfect. In a recent New York Times article, Johnny Kelly, a director for the film project, described how the animated short actually resembled Chipotle's own evolution from its factory farm suppliers of years ago.
Chipotle's primetime spot may have sparked conversations about an important issue, but it's more than just a powerful commercial. For every 99-cent download of Willie Nelson's "The Scientist" cover, 60 cents will be donated to Chipotle's Cultivate Foundation to create a more sustainable and equitable food future. Perhaps that deserves an award.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: corporateresponsibility sustainability food
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Is "Great For You" Good for Consumers?
With one-third of American adults struggling with obesity, there is little doubt that action must be taken to curb this growing epidemic. Still, even with a replacement for the archaic food pyramid, government agencies have yet to introduce a standardized label to denote healthy foods at point-of-sale. However, an unlikely entrant has stepped forward to offer yet another solution to this glaring gap.
Walmart, the largest seller of food in the country, has announced a new label aimed at helping Americans make healthy eating choices. The new "Great For You" seal was devised and developed by Walmart, with the help of nutrition experts, health groups and government consultants, to denote food items that meet specific nutrition criteria. In addition to the label, which will first be rolled out on the company's "Great Value" brand, Walmart has taken steps to reduce the amount of sodium and sugars in many of the private label and brand name products it sells. Interestingly, the company developed the "Great For You" seal because executives felt they could no longer wait for a government-developed label. Walmart's own senior vice president of sustainability, Andrea Thomas, explained the rationale in a recent Reuters article, stating, "At the point in time that there is a standardized label that comes out from the FDA then we'll be happy to make a switch. At this point we feel like our customers need help right now; we don't know how long that's going to take."
Although it is unclear the real impact the seal will have on consumer eating habits, it does signify a bigger shift in consumer perception of the responsibility of companies. According to Cone's 2011 Global CR Opportunity Study, 88 percent of consumers believe companies are essential to major social change because they have resources governments and NGOs do not. In this case, Walmart has stepped in where government has been slow to act. What is yet to be seen, however, is whether the "Great For You" seal will break through the label clutter or will further add to consumer confusion.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.
Tags: research nutrition label government
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Power to the People
There's no question social media has become the great equalizer of our time – amplifying the messages of individuals, small organizations, grassroots movements and activist minorities that otherwise may not have had a voice. Through social media, people have banded together to create calls to action, solve for tough social problems and help direct corporate philanthropy. Yet even in today's wired world, sometimes there is still no replacement for the power of advertising – crowdsourced, of course.
LoudSauce is the first crowdsourced media buying platform, which helps small social ventures, nonprofits or individuals amplify their messages in a way that was once reserved for bigger brands with even bigger budgets. By rallying supporters through an online crowd funding platform, LoudSauce raises enough funds to purchase TV, billboard, radio, print or online ads that were originally out of reach for smaller organizations. In one case, 259 individuals joined forces to help a local nonprofit, Uniting NC, fund three digital billboards in North Carolina to promote religious and cultural tolerance across the state. In another example, censored Canadian environmental artist Franke James found support in just 55 funders, who raised funds to line bus shelters with ads, seen by over 1 million Ottawans, to raise awareness for her plight.
With this innovative fusion of social media crowdsourcing and traditional media advertising, no longer are Facebook and Twitter the only marketing channels at the disposal of smaller causes. These groups too can put a "CMO" to work for their cause – a crowdsourced marketing opportunity.
Tags: crowdsourcing marketing cause donations crowdfunding
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Corporate Philanthropy: Looking Beyond the Check
While charitable giving is finally back on the rise, so too are the pressures facing nonprofits in appealing to corporate partners. Gone are the days of writing checks to the CEO's favorite "pet" charity, as companies look deeper into the business case for philanthropy. Two new studies released this week demonstrate that employee engagement and ROI from product donations are often key drivers in determining which nonprofit organization to support.
A recent study by Forbes Insights found that 72 percent of the 311 global senior executives surveyed said they primarily donate to charities that also allow their employees to volunteer. Moreover, respondents cited that in addition to social benefits, the top two goals behind philanthropy and community involvement programs are employee motivation and increased skills/leadership. In the case of MasterCard, sending employees to volunteer with Grameen Foundation in Colombia gave staff on-the-ground experience in microfinance and mobile technology, as well as a new perspective of the financial reality of people across the globe. Employees returned armed with new skills to make a difference in their own communities.
Another recent report released from Indiana University examined the business case for product philanthropy. The report found that beyond environmental and social benefits, there is actual return on investment in donating excess inventory instead of liquidating or destroying it. Nonprofits are already cropping up to fill this need, including Good360, an online product donation platform used by some of the world's biggest brands.
While companies may be writing new rules for corporate philanthropy, nonprofits can come to the table prepared. Nonprofits can look to create a diverse spectrum of employee engagement opportunities from company-wide days of service for broad participation to leadership skills-based volunteering. Organizations that work to create sought-after business case metrics for corporate philanthropy will take the lead. While these pressures may be difficult for many nonprofits to manage in the short-term, the end result is strong corporate partnerships, a new group of ambassadors and enhanced capacity for greater social impact.
Tags: giving philanthropy product employees corporate donations
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Eco-labeling: Is There an App for That?
From "Farm Verified Organic" to "USDA Organic," "Processed Chlorine Free" to "Totally Chlorine Free," eco-labels are proliferating and consumers are having a tough time keeping them all straight. Cone's 2011 Green Gap Trend Tracker found 51 percent of Americans are overwhelmed by the amount of environmental messages in the marketplace, and no wonder – there are more than 5,000 products currently on the shelves touting green claims and more than 400 green labels in the market.
What was once a solution for effective green marketing has become a contested topic among marketing experts and environmental authorities alike. Consumers, however, are turning to technology for the answer. Bart King, writer for Sustainable Life Media, offers one possible solution to the green label conundrum – an app. Many products are now equipped with "smart barcodes," which allow users to scan codes to learn more information about the products they are purchasing with apps like GoodGuide. Apps also offer a potential solution for marketers struggling to efficiently communicate the holistic environmental credentials of their products.
On-pack offers only a small space for product messages, yet almost 80 percent of Americans want detailed information readily accessible on product packaging. Armed with apps, curious consumers can now dig deeper into a company's product specifications and environmental impact right in the store, without having to decode a myriad of labels.
Tags: labeling green ecolabel environmental communication
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#whatsinyourstuff: Transparency Predictions for 2012
It’s no secret – almost all of the products Americans buy are produced by workers in developing countries; workers who often receive low pay, work long hours and live in questionable conditions.
87% of consumers say they’ll hold companies accountable for ensuring human rights in their supply chains. Yet, when it comes to our favorite brands, many of us are willing to look the other way. We explored this topic at Cone Communications’ #whatsinyourstuff event, and, even among a crowd of transparency enthusiasts, the majority admitted they own and would continue to purchase Apple products – regardless of the ethics behind their iPhones.
Like the meat eaters who don’t want to think about the history of their steak, we have a hard time remembering – dare I say caring – about the people behind the labels.
But when it comes to our shiny gadgets, the truth is getting hard for everyone to ignore.
Since January 1, dozens of Xbox workers threatened mass suicide, the California Transparency in the Supply Chain Act went into effect and Apple agreed to allow independent monitoring on working conditions for the first time. In many ways it is truly exciting – workers mobilizing, government driving change and a major corporation essentially admitting “silicon sweatshops” are often a harsh reality.
But will the energy last? Will other companies follow Apple? Will “developed world” consumers actually boycott the companies that manufacture their “bling and zing”? As companies come to grips with today’s new, naked reality, here are a few predictions to consider in 2012:
· Tech is Next: Supply chain transparency is an issue for every industry, but there are trends in who we choose to critique. First it was food (Dole, etc.), then it was apparel and footwear, but now the big brands are in tech. Apple may be the current target, but if you accept “the cult of Mac” has issues, you realize everyone else does, too. It only takes a glance at the back of insert any brand’s label for consumers to question everything. Reporters will too. Consumers will accept short-term set-backs if brands demonstrate a long-term commitment to change, but companies should work quickly to get their houses in order now.
· Occupy Shanghai: The 99 percent is even larger in China, and the population there is living a strange dichotomy. Companies are outsourcing to China on the one hand and targeting a new consumer base there on the other – but it’s hard to buy a product that literally includes your blood, sweat and tears. The activist buzz is “Arab spring, American autumn, Chinese winter,” and, in the past year, thousands of Chinese workers have gone on strike or staged protests, demanding more pay and compensation. Unrest isn’t good for business – watch for multinationals to champion, not challenge the legalization of international labor unions and push the central government to do the same.
· Strange Bedfellows: No one company can solve an issue as massive as human rights or change the system on its own. Look for competitors to partner and form coalitions to take on this issue as a group. In aggregate, they can wield their power – pressuring sketchy suppliers to comply with tougher codes of conduct, educating consumers on the sacrifices that support a lower price and engaging employees to create solutions from within.
· Consumer Demand for Cruelty Free: Consumers currently feel paralyzed by this issue – they question the ethics of a tag that reads “Made in India,” but they don’t know if that feeling is wrong or right. Social media and online apps like Good Guide have begun to open the flow of information, but expect “sweat shop free” or a spin on “cruelty-free” labeling to give shoppers the data they need to act. And don’t think consumers will shop silently. Watch for a rise in consumer awareness and connection to films, games and advocacy groups, like Slave Free, Slavery Footprint and Phone Story, that push the issue.
· Experience Transparency: NGOs and corporations will take on new and surprising tactics to get their messages out. Watch for bold and innovative actions as leading organizations – or social media activists – open the curtain for consumers to examine supply chains. Think video feeds in factories, photos of assembly line employees purposefully left on every iPhone and living-wage products that knowingly promote a higher price.
· Fill in the Blank: What do you think will happen (or needs to happen) to drive product transparency forward in 2012? We’d love to learn more about the trends you’re seeing in the marketplace and your predictions for transparency in the future.
To learn more, check out a video clip from Cone Communications’ recent #whatsinyourstuff event with Dara O’Rourke, founder of the GOOD GUIDE; Theo Forbath, the VP of Innovation Strategy at Frog Design; Julie Wittes Schlack, SVP of Innovation and Design at Communispace; and Beth Holzman from Timberland.
Jillian Wilson-Martin is a Senior Account Supervisor in Cone Communications’ Cause Branding group.
Tags: HumanRights Tech
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Are You Listening?
From ponytails to braids, long locks to updo's, Barbie's hair often reflects the trends of the times. But, according to some consumers, there's one style the iconic doll is long overdue for: going bald. A new Facebook page "Beautiful and Bald Barbie: Let's see if we can get it made," has cropped up online, driven by two women affected by cancer. The group, now more than 87,000 "likes" strong, is asking toy maker Mattel to create a bald Barbie to support children with cancer and help them deal with situations when they or loved ones lose their hair. Although Mattel has yet to publicly enter the conversation, with media coverage from USA Today to Fox News, it's hard to imagine the brand will stay mum for long. This movement signals an important shift in cause branding. Today, empowered consumers are taking the reins and have no qualms letting companies know what issues they should support.
In recent years, company-sponsored voting campaigns have given consumers an increasingly powerful voice in how and where companies direct their cause marketing and philanthropy, yet ultimately, the company is still in control. But social media and grassroots organizations like Change.org are giving consumers an unprecedented voice in a company's responsibility efforts – and they won't hesitate to use it. According to Cone's 2011 Global CR Opportunity Study, 79 percent of Americans are willing to voice their opinions to a company about its corporate responsibility efforts. So listen up.
Despite this pressure, the activist consumer is not necessarily a thing to be feared. This trend presents companies with a unique opportunity to connect with consumers and address a cause on a level that is much more personal and meaningful than a pink ribbon on a package can ever hope to be. Being open to this kind of consumer feedback may spur innovation and help craft products that reflect the attitudes and concerns of today's consumers. The result is a new level of brand affinity – one that companies, consumers and causes can all embrace.
Tags: cause causemarketing consumer campaign Issues Activist
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10 Experts, 10 Predictions, 1 Year
Last month we looked back at the top trends of 2011, but now that the New Year is upon us, it's time to look forward to what 2012 has in store. We've convened the biggest and brightest minds in cause marketing, corporate responsibility, nonprofit marketing and volunteerism to share their top predictions, programs and issues for the New Year.
As for our perspective, we say look out for an influx of disruptive campaigns in 2012. The cause industry continues to mature, and with the flood of new campaigns in the market, companies and nonprofits must do more to make sure their cause stands out in the chatter. Companies will make bigger and braver commitments, support broader and bolder issues and increasingly go out on a limb all in the name of cause. We'll also see more companies support niche causes and partner with smaller, more nimble nonprofits for further differentiation. Let's shake things up this year!
Prediction
Joe Waters, Blogger, Selfishgiving.com; Co-Author, Cause Marketing for Dummies
"My one cause marketing prediction is that by the end of 2012, we'll finally have a mobile donation platform for smartphones that consumers will use for everyday giving. Text-to-give works for disasters, but there's no good vehicle for regular giving for mobile donors that has any momentum in the marketplace. That could change this coming year."
Joanne Fritz, Writer, About.com, Nonprofit & Charitable Orgs
"Donors will rebel against charity contests. Contests have peaked and will decline in participation. Charities are tired of competing, and supporters are sick of promoting companies."
Ryan Scott, CEO, Causecast
"2012 will see the rise of the employee activist. As 2011 saw the second coming of the consumer activist with powers heretofore inconceivable, the new year will bring the awakening of the most powerful brand ambassadors - the employees. This year employees will awaken to the opportunity they have to create real change inside the corporation and in their communities, simultaneously. Corporations will embrace the chance to help their employees to make that change."
Aman Singh, Editorial Director, CSRWire; CSR Blogger
"As CSR and sustainability continue to converge into ‘business excellence,' we will see a growing recognition within executive ranks to understand, recognize and leverage the value of a responsible and sustainable work culture. 2012 just might be the year when change management becomes institutionalized as a prerequisite for growth and profitability."
Casey Brennan, Marketing Manager, VolunteerMatch
"Companies will lead volunteer engagement: It's a known fact that individuals volunteer less during tough economic times. In addition, government budgets were cut, meaning there will be less government investment rallying citizens to volunteer. It will be companies who step in to encourage individuals and employees to volunteer - not just because they're trying to fill the void, but because it has a direct impact on the health of their business. Consumers want to see companies making authentic, sustainable efforts for the betterment of society, and there's no better way than helping others make a local impact. In addition, a well-run employee volunteer program positively contributes to staff recruitment, retention and productivity, helping individuals feel like they're having a positive impact on society through their place of employment."
Kate Olsen, Senior Manager, Partnerships at Network for Good
"In 2012, we are going to see a deeper integration of social business values into cause-related initiatives. Through social channels, business, culture and media collide at Web 2.0 speed, disrupting entrenched paradigms and elevating the voice of the individual. It's that voice (from both consumers and employees) that will keep companies transparent, authentic and impact-oriented – and ultimately shape the future of corporate-cause partnerships."
David Hessekiel, President, Cause Marketing Forum
"We will see a major giving back initiative capture the imagination of the country in 2012 and serve as a unifying force much as the LiveStrong bracelet did back in 2004."
Dipti Pratt, Marketing Director, Entrepreneurs Foundation
"Corporate Social Responsibility (CSR) will continue to become more completely integrated and visible throughout company operations. As companies continue to incorporate CSR into overall corporate operations, CSR professionals will have the opportunity to deepen the social impact of their CSR programs. In addition to greater social impact, companies will experience greater overall corporate and cultural benefits from their CSR programs. The increased focus on CSR will have a positive and meaningful impact on society, corporations and the employees of these corporations alike."
Katya Andresen, Chief Strategy Officer, Network for Good; Blogger, Katya's Non-Profit Marketing Blog
"We will see cause campaigns shift from a company-centric to consumer-centric perspective. Instead of campaigns that tread into self-congratulatory territory ('our company is so great because we support this cause'), we'll see a strong step toward campaigns that empower the consumer to effect social change with companies' support. The spotlight will be on the consumer rather than the corporation. Just as companies have had to shift from a broadcast to a relationship model in social media, they will do so in their cause marketing work as well. They know it's the best way to win over consumers and drive business objectives."
Program
Joe Waters, Blogger, Selfishgiving.com; Co-Author, Cause Marketing for Dummies
“The one cause marketing program to watch in 2012 will be online giving programs with e-tailers. Online checkout programs are just beginning to percolate (e.g., GoDaddy.com and Delivery.com). Expect one or more large e-tailers to join the space before the end of 2012. They'll raise millions!”
Joanne Fritz, Writer, About.com, Nonprofit & Charitable Orgs
“I'll be watching DonorsChoose. This organization just keeps getting better. Education is a crucial issue, people love connecting with specific projects, and it's a win-win for corporate partners.”
Ryan Scott, CEO, Causecast
“2012 will see the democratization of cause integration technology. This technology enables even small companies to realize the real bottom line benefits of engaging with causes. Specifically, they'll engage their consumers via cause marketing, their supply chains via CSR, and their employees via workforce giving and volunteering campaigns.”
Aman Singh, Editorial Director, CSRWire; CSR Blogger
“Patagonia’s Common Thread Initiative: Will it teach us conscious consumption?”
Casey Brennan, Marketing Manager, VolunteerMatch
“LinkedIn is working to bake the LinkedIn for Good program into everything it does – showing a commitment to authenticity that is worth watching. The program’s mission is to 'connect the talent and passion of professionals with opportunities to use their skills to make a positive impact on the world.' In 2011, LinkedIn rolled out a Volunteer/Causes field on professional profiles, showcasing the importance these attributes have on professional identity. LinkedIn is positioning itself as a catalyst for community involvement by promoting how its tools can be used for the greater good and building its program into the ethos of the organization. In 2012, we are sure to see further strides toward harnessing the power of its people and network for positive impact.”
Kate Olsen, Senior Manager, Partnerships at Network for Good
“I’ll be watching the evolution of cause marketing initiatives that genuinely reflect an underlying commitment to sustainability and responsibility. In 2011, companies such as Levi’s, Dell and Coke added a new dimension to their marketing through bold campaigns linked to social issues at the core of their sustainability strategies. I hope more companies step up with meaningful initiatives tied to fundamental CR values.”
David Hessekiel, President, Cause Marketing Forum
“Procter & Gamble will continue to impress with the breadth and depth of its corporate and brand-specific programs.”
Dipti Pratt, Marketing Director, Entrepreneurs Foundation
“Skills-based volunteering has been a growing focus area in CSR departments over the last few years. An interesting approach starting to take form is one that IBM has had in place since 2008, having employees visit and volunteer in emerging markets. The volunteers leverage their skills over the course of four weeks to focus on economic development projects in the countries they visit. In addition to the community benefit from these programs, participants also learn valuable leadership development skills. IBM’s program, the Corporate Service Corps, has sent over 1,200 participants on over 100 teams to more than 20 countries around the world. More information on IBM’s program can be found at http://www.ibm.com/ibm/responsibility/corporateservicecorps/index.html.”
Katya Andresen, Chief Strategy Officer, Network for Good; Blogger, Katya's Non-Profit Marketing Blog
“I’m going to be watching the model of nonprofit retail by for-profit retailers as a way to build brand inroads into communities. We’ve seen Panera start restaurants where you pay what you choose and profits go to charity. Then Nordstrom chose to open their first Manhattan store as the nonprofit Treasure & Bond. The result of these early experiments could be very influential in the future behavior of retailers and the lengths to which they will go to generate consumer goodwill.”
Issue
Joe Waters, Blogger, Selfishgiving.com; Co-Author, Cause Marketing for Dummies
“I'm not sure what social or environmental issue will be trending in the new year, but I am curious if cause marketing programs involving the troops will continue with the same fervor they did this past year. Now that the troops are home from Iraq, will consumer support for veterans programs wane despite the ongoing war in Afghanistan? Only time will tell.”
Joanne Fritz, Writer, About.com, Nonprofit & Charitable Orgs
“Economic inequality is the big issue for 2012. The gap between the rich and even the middle class resonates with a shockingly large number of people. Luxury products in the name of charity will be seen by consumers as heartless indulgence by the wealthy.”
Ryan Scott, CEO, Causecast
“I don't see a single trend but a shift in the relationship between corporations and the issues their stakeholders care about. 2012 will see a greater realization of the bottom line benefits from a corporation's genuine commitment to cause. Capitalism is not the enemy - it's an essential part of the solution. Employees and consumers want to feel good about what they are doing and the impact they are having on the world. They will support companies that make them feel that way - and abandon those that don't.”
Aman Singh, Editorial Director, CSRWire; CSR Blogger
“Jobs: Domestic unemployment and underemployment must take center stage in 2012 as a social issue for every organization. Economic empowerment is the only way to growth and stability. In 2012, corporations must retrain their minds – and balance sheets – to count the workforce as indispensable assets in their global performance.”
Casey Brennan, Marketing Manager, VolunteerMatch
“Economic development. With ongoing economic turmoil, the nation will continue to struggle to get people back to work and the economy stabilized. Companies may take a literal approach to economic development, as Starbucks has with its 'Create Jobs for USA'. Others will recognize the issue of economic development by supporting more local social services. In essence, there is a long road ahead to economic recovery, and we will all do our best to share in the fight toward stability, whether literally through cash needs, or by supporting organizations that serve the immediate needs of citizens hit by the downturn.”
Kate Olsen, Senior Manager, Partnerships at Network for Good
“The state of the economy will remain in the headlines for sure. Trust in institutions and one-size-fits-all answers will remain low, but grassroots, locally-driven solutions will provide hope. I’m encouraged that companies seem to be listening to organized individuals suggesting alternatives to business-as-usual. In the age of social media, these ideas have the power to spread and incite change. Just look at the impact of one Causes on Facebook user’s “Bank Transfer Day”: in response to new debit card fees, her post inspired 75,000 people to pledge to move their assets from large banks to credit unions.”
David Hessekiel, President, Cause Marketing Forum
“Creating jobs in the USA.”
Dipti Pratt, Marketing Director, Entrepreneurs Foundation
“Limited resources combined with an ever-expanding global population continue to impact and trouble citizens worldwide. Companies continue to explore how they can have real impact on the conservation and replenishment of world resources through their sustainability and CSR initiatives. In 2012, the conversations and innovation around how to do more with less will become more critical to corporations and CSR/sustainability executives. Particular emphasis will continue to be around water stewardship as companies work to identify how their own operations can contribute to water conservation efforts."
Katya Andresen, Chief Strategy Officer, Network for Good; Blogger, Katya's Non-Profit Marketing Blog
“In the words of political operatives, 'it’s the economy, stupid.' It’s going to dominate everything. People are hurting, they’re angry and they’re distrustful of government and companies. That situation will shape our politics, patterns of consumerism and philanthropy all year long.”
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Dinner with #ProfOchocinco
I am an intern at Cone Communications in the Cause Branding discipline, and wanted to share with you a really exciting experience that my Emerson Social Media class had the other night, when Chad “Ochocinco” Johnson treated us all to dinner.
Emerson College’s Social Media #ESM, is an experimental social media class at Emerson College where we gain hands-on experience to better improve our understanding of new media. What started as a "class experiment" soon made 25 students realize anything is possible via social media. Emerson’s Social Media #ESM class came up with a wild idea: What if we had a local celebrity teach our class about social media? Professor David Gerzof encouraged us to shoot for the stars, so we aimed for NFL All-Star Chad “Ochocinco” Johnson, who has more than 3 million followers on Twitter.
@Ochocinco receives an @ reply or tweet, on average, every 3 seconds and our class was determined to break through the noise. Using the Twitter hashtag #ProfOchocinco, the class began tweeting at him to teach our class as a guest Professor. After a month of tweeting him, we finally heard a response. He agreed! The next step of the campaign was to ensure he followed through with his promise. We began tweeting his fiancé, VH1 star Evelyn Lozada. After a week of pushing through the noise, they both agreed!
Our Professor and Ochocinco arranged a dinner with the class to talk social media at the Cambridge favorite, All Star Sandwich Bar. The class anxiously awaited a confirmation from Ochocinco until a mere four hours prior to the dinner. Ochocinco arrived promptly at 8:00pm with fiancé Evelyn Lozada. The first half of "class" was a Q & A with Chad about his current social media strategies. He stressed the idea of being transparent with Twitter; as it is a place for him to show his personality "without the ESPN filter." The second half of "class" focused on looking at ways he could improve his social media engagement. We gave tips to better improve his following on different projects such as OCNN and the mobile game Mad Chad 2. He then treated us to sandwiches, fries and IPA pitchers.
The "class" garnered media attention nationally, including NECN, CBS News at 11pm, ESPN “Sports Center,” The Boston Globe, Boston Innovation, Boston Metro and many more. Ochocinco even wants to have dinner with the class again in January. It just goes to show that any idea is possible!
- Kate Horn is a senior Marketing Communications undergraduate at Emerson College and participated in the Cone Communications' fall internship program.
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A Year in Cause & CR (Part 2)
2011 was a banner year for innovative and interesting cause marketing and corporate responsibility campaigns, from urging consumers to not buy a product to sending parents harassing text messages. In this second installment of "A Year in Cause & CR," we reveal the remaining five trends in cause marketing and corporate responsibility from 2011.
CR Kumbaya: The fact is, most CR issues extend beyond one company. Coalitions are a powerful way to address issues, so much so even direct competitors are uniting around their biggest challenges and encouraging consumers to join in. In the spirit of collaboration, Dell, Sprint and Sony have promoted environmentally sound management of used electronics through an EPA-industry partnership. Bosch Home Appliances, Kohler, Lowe's and P&G have also recently joined forces with the EPA's WaterSense program to launch "Wasting Water is Weird," a program that asks consumers to cut out their water-wasting habits.
Get Real: There's a reason the phrase "walk a mile in their shoes" is such a common idiom – it's the best way to truly understand circumstances outside your own experiences. It's also a powerful way for organizations to bring their audiences even closer to the causes that matter. Liz Claiborne is helping parents understand the true nature of a negative teen relationship through its "Love is Not Abuse" campaign, which lets parents sign up for an app that will send them a succession of controlling and harassing calls, texts and emails from a "boyfriend" or "girlfriend." And Nature Valley* is helping everyone to experience our nation's national parks by sending teams of videographers to capture the best of the parks, then sharing the footage online through the "National Parks Project" campaign.
Retail Therapy: This year, leading apparel brands are trying to get consumers to think differently – very differently – about how they buy and care for their clothes, all in the name of sustainability. It's not often you'll find a brand willing to tell its consumers not to buy its products. But that is exactly what Patagonia has done with its compelling "Don't Buy This…" ads. In turn, Patagonia promises to build useful products that last and implores consumers to only buy what they really need. To do its part in the name of sustainability, Levi's is asking consumers to freeze jeans instead of washing to kill odor-causing bacteria and conserve water.
Good.0: Few of us could operate without key websites in our day-to-day lives, and these companies believe the same goes for our nation's nonprofits. So they are putting their tech savvy to work for social good. Google is lending a helping hand to nonprofits with its "Google for Nonprofits" program, which gives approved nonprofits free or discounted Google apps, advertising and much more. Similarly, craigslist is bringing attention to a variety of causes, from veterans' issues to technology for social good through its "craigconnects" program.
Next Gen: Move over moms, cause marketers have set their sights on the next generation. Brands are inviting kids, young and old, to join them in their do-good efforts. Burger King, for one, has taken cause crowdsourcing to the kiddies. As part of its BK Crown program, children can help Burger King choose which cause to support in the areas of wildlife, environment and education. Children can also reduce and reuse with free lunch bags redeemed after the purchase of specially marked products through the "Kids Konserve" campaign, a partnership between Annie's Homegrown, Stonyfield YoKids and Seventh Generation.
See the complete list of 2011 cause marketing and CR trends and examples on our website.
*Cone Client
Tags: newyear corporateresponsibility trends cause CR
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A Year in Cause & CR (Part 1)
Here at Cone Communications we spend the entire year tracking cause and corporate responsibility, and between shark fin soap and $3,500 sneakers for a cause, we’ve seen it all. Over the next two weeks, we’ll reveal our top 10 trends in cause marketing and corporate responsibility of 2011.
Get Green: Don’t be mistaken, we’re not talking environment – we mean money, the other green thing that is imperative for companies to protect. Economic development is the leading issue consumers want companies to address, and several organizations have taken heed. Among the leaders in this area, Starbucks has worked to reinvigorate the economy through its “Create Jobs for USA” campaign, while Chipotle has enlisted the help of Willie Nelson and the Yeah Yeah Yeahs’ Karen O to support America’s small farms.
No Bully: Anti-bullying efforts took center stage in cause marketing this year as organizations stepped up to address this tragic trend and to ask all of us to take a stand. P&G’s Secret Deodorant “Mean Stinks” campaign empowered young women through a partnership with Pacer’s National Bullying Prevention Center and by creating a Facebook community to encourage women to stand up to “stinky” behavior. Time Warner Cable* joined the bullying battle by asking consumers to take a pledge to “Stop Bullying: Speak Up” via a Facebook app.
Limited Edition: A number of well-known brands are designing special products all in the name of a cause (think white cans or shark fin soap), and the fact that they are only around for a short time makes them even more appealing. Nike took things way back when it hosted a 10-day eBay auction of 1,500 pairs of limited edition 2011 Nike shoes inspired by the movie “Back to the Future II,” ultimately raising $4.7 million for the Michael J. Fox Foundation for Parkinson’s Research.
Every Penny Counts: Some brands hope a little penny-pinching will go a long way to help a cause. It may be small change, but multiplied by the millions of products sold and consumers engaged, these companies think donating pennies just makes sense. And to bring the point home, JCPenney’s “Pennies From Heaven” campaign raised $1 million this year, while Walgreens “Way to Well”* raises up to $3 million annually.
Zero Down: It may only take a penny for some causes, but the bar is being set even lower for a few organizations – in a positive way, of course. A number of organizations are zeroing in on impact as they pledge to cut their emissions, end diseases or otherwise achieve large social and environmental goals. Nissan went nil with the futuristic game “Planet Zero,” where players must achieve zero emissions to move on. At the end of each level, players learn an environmental fact to help them on their own personal environmental missions.
Stay tuned for the next five trends in corporate responsibility and cause on What Do You Stand For? next week!
*Cone Client
Tags: cause campaign newyear corporateresponsibility trends
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The New, Naked Reality: Insights from #Whatsinyourstuff
The Naked Corporation was written over a decade ago, but there are signs all around us the prophesy is finally coming true. This was the topic of last week’s What’s In Your Stuff event, a panel discussion hosted by Cone Communications, on the topic of transparency, technology, and consumer behavior. As Dara O’Rourke, one of our panelists and the founder of the Good Guide put it, “The age of companies telling us what to believe about their products is going away.” At the same time, Dara acknowledged that this shift is more complex than simply releasing information about the footprint of products because consumer decisions are driven by “habit, status, and manipulation.”
So how are these emotional and functional needs of consumers being “manipulated” for a better world? We are seeing that linking values to both a consumer’s status and their need to belong is working. Celebrities like Leonardo diCaprio and Cameron Diaz who choose sustainability over glitz have helped make the Prius cool. Similarly, the trend of social shopping is making it possible for people to “belong” to groups who are wearing their values on their sleeves, Facebook pages, or wristbands. On the more functional side, according to Julie Wittes Schlack, another panelist and VP of Innovation and Design at Communispace, people are fulfilling their need for frugality by leveraging apps like the Find to help them find the cheapest prices or Good Guide to make sure there are no carcinogens in their sunscreen or lead in their children’s toys.
Companies and the PR agencies that advise them must prepare for this new reality because it means much more than communicating to your consumers, it means disclosing your impacts and engaging them in an authentic dialogue. Timberland, another one of our panelists, is one of the few companies that have embraced the new, naked, reality. Timberland has gone further than most companies by applying transparency at the product level and making it possible for consumers to see the environmental footprint of their shoes on their environmental ‘nutrition labels’.
The final piece of this puzzle, the piece that is fueling the entire phenomenon is technology and design. As Theo Forbath, the VP of strategy innovation at Frog design pointed out, whether its crowdsourcing, smart phone apps, QR codes, or the underlying open-source nature of the internet, all of these are major factors in enabling information to be collected and shared. Design is the icing on the cake that is making complex information accessible in simplified formats.
In coming weeks, Cone’s account staff will be digging deeper into the issues discussed at What’s In Your Stuff and the driving forces behind transparency. We will be posting clips from the panel on the blog and look forward to hearing your feedback!
-Ziba Cranmer, Vice President, Cause Branding and Nonprofit Marketing
Tags: transparency communications consumergoods consumerbehavior
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Cause in Any Color
Coca-Cola made a big splash with its disruptive cause marketing campaign recently, turning its red cans white to benefit the World Wildlife Fund (WWF). Yet, only a month after the campaign began and weeks before the end of the holiday season, Coke has decided to phase out the polar bear-emblazoned white cans. A new "Phase II" will return the iconic cans to their traditional color a full two months ahead of schedule.
Loyal consumers rebelled against the new white cans, claiming they appeared too similar to Diet Coke's silver cans and caused confusion. Others believe Coca-Cola in white cans tasted different. One consumer exclaimed, "These Cokes are not the same. In fact they are about as sorry as Pepsi. If you like Coke then you know the taste and these polar bear cans are NOT the same!!!!" Coca-Cola's corporate blog received a flurry of similarly distressed consumer reactions. Coke wanted this holiday cause promotion to draw attention, but this is surely not what it had in mind. Although history shows consumers tend not to take packaging changes in stride (recall the Tropicana and Sun Chips debacles), amid all the hubbub over the can color, the cause seems to be the last thing on consumers' – and possibly the company's – minds. Coca-Cola contributed $2 million to the WWF's conservation efforts, but there was still another potential $1 million on the table that could only be unlocked through matching consumers' $1 text message donations. It's unclear at this time how this pared-down campaign will affect donation levels. Will red Coca-Cola holiday cans and packaging reflect the same cause message?
The takeaways for companies looking to make a big splash are clear: do your homework and know your customers, particularly when there is an important cause at stake. We all know cause does not trump price, quality or clearly, design, but it's still an important attribute that must be approached with care. Time will tell whether this blunder will impact holiday sales, but we hope consideration is being given for how the cause will fare, as well.
In other news, Coke announced today it's also going red in another way. This time it's launching a multi-year partnership with (RED) to assist in efforts to effectively eradicate mother-to-child transmission of HIV by 2015. No word yet on whether or how this will be communicated to consumers, but we can only hope it will be very carefully.
Tags: consumers branding cause causemarketing
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What’s with all the mustaches?
Does something seem a little different to you this month? You may not have been able to put a finger on it at first, but then you realized there seemed to be a lot more men with mustaches walking around. The mustaches come in all shapes and sizes but have one thing in common – they are part of a growing effort to change November to “Movember.” Even better, these mustaches are meant to get men talking about prostate cancer in a fun and unique way. With roots in Melbourne, Australia in 2003 and a rapid growth globally, including to the U.S. in 2007, Movember is one of the hottest cause movements of recent note. In just eight short years, more than 1.1 million participants have helped raise $174 million and countless conversations about the cause.
I decided to join in on the fun this year along with some friends and colleagues. Based on my experience, here are a few observations on why Movember has been so successful:
1. Owning a niche – It is well-established that consumers care about supporting causes more than ever, but much of the focus has been on women. The most visible causes are female-focused (breast cancer), and women play a leading role in family health conversations and spending, but we men have often felt a bit left behind when it comes to causes. Movember speaks directly and uniquely to us through one of the most lasting and recognizable symbols of masculinity – our facial hair.
2. Having fun – Like other edgy campaigns, including the Colon Cancer Action Alliance’s Undy 5000 and Rethink Breast Cancer’s Your Man Reminder App, Movember has recognized that pushing the envelope can help nonprofits to break through the cause clutter. It also helps them connect with Millennials, in particular, who are much more comfortable with serious social issues being discussed in humorous, provocative or smart ways.
3. Using social media – We know that humor and sex are also popular topics of discussion in social media and content that is very likely to be shared. Who doesn’t want to see photos of their friends with goofy looking mustaches? Movember has individual fundraising pages for participants and online Mo Community pages where you can check out the Mo Lodge, post and view photos and videos, track global participation and fundraising, and share personal stories. All registration and donation pages have easy links to social media and pre-populated content making it easy and fun to spread the word.
4. Engaging great partners – Movember has wisely chosen partners to support the effort, including beneficiaries like the Prostate Cancer Foundation, Livestrong, and numerous lifestyle and fashion brands like TOMS, Five Four, Threadless and PalmerCash that have similar audiences and brand attributes. These organizations understand Movember and their supporters are more than happy to join the cause.
So, as Movember comes to a close, ladies – please be a Mo Sista and thank that man you see with the cool mustache, and guys – think about joining in on the fun as a Mo Bro next year!
Chris Mann is an Account Director in Cone Communications’ Cause Branding group. You can check out his mustache and donate to his Movember efforts here.
Tags: nonprofit charity cause campaign
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Local Focus, Big Impact
Although the issues are just as pressing, it can be hard to think globally when Americans themselves grapple with a sluggish economy, unemployment, poverty and hunger. So it's understandable that the 2011 Cone/Echo Global CR Opportunity Study revealed Americans are more likely to want companies to address the quality of life locally (47% versus the global average of 36%) than nationally or globally. Responding to this demand, a number of organizations are refocusing their efforts on local communities.
Cauzoom, a technology start-up in the Boston area, is making sure impact stays focused in the surrounding community. The company has developed a straightforward campaign, "Support Local Causes,” which helps small nonprofits on a local level by enabling donors and community members to donate and interact through social media. John Deere has laser-focused its efforts in Moline, Illinois, the home of its worldwide headquarters. The company recently announced a plan to build a life-size John Deere Series S Combine out of cans of food, which will then be donated directly to the surrounding community with the help of a local food bank. Lipton has also found a unique way to address competing global and local needs through "Caring for Communities is Our Cup of Tea,” a campaign which combines local impact with a global education. Winners of the grand prize will take a trip to Kenya to visit a Rainforest Alliance Certified farm, but they will also receive $25,000 to dedicate to a sustainability effort in their own community.
In the age when multinational corporations often take on large national or global issues, consumers may find it difficult to connect how these companies' huge efforts translate to their lives or the lives of those around them. Even in today's sophisticated cause marketing and corporate responsibility environment, there is still an opportunity for companies to focus efforts, at least partially, on the local level, appealing to Americans' desire for local impact, strengthening their brands and the communities in which they operate along the way.
WDYSF will be on vacation next week. Have a happy Thanksgiving!
And after the holiday, you're invited to an engaging event hosted by Cone Communications with Dara O’Rourke, founder of the GOOD GUIDE; Theo Forbath, the VP of Innovation Strategy at Frog Design; Julie Wittes Schlack, SVP of Innovation and Design at Communispace; and Beth Holzman from Timberland on the issue of transparency and consumer choice. The November 29th event in Cambridge, MA is free and open to the public. Click here for more details and to register.
Tags: local causemarketing study campagin
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Veterans Day, Every Day
As Americans across the nation today honor those who have served our country, many companies are also taking this time to give thanks to veterans in their own ways. In The New York Times, Stuart Elliot showcases at least eight Veterans Day-related campaigns currently underway, including a new way for consumers to bring "cheer" to veterans by sending postcards found on Cheerios* cereal boxes. The article also highlights a new Papa John’s campaign which will extend a special USO Meal Deal for the entire year; donating one dollar for each meal sold.
Corporate cause marketing focused on Veterans Day grows in volume each year, and with good reason: 85 percent of Americans believe it’s important for companies to support military nonprofits, according to a 2010 Cone Communications survey. Yet while many promotions last a short time, a new public service campaign called "After the Parade" highlights the need for a more sustained commitment to veterans’ needs. The program, highlighted in Fast Company, helps raise awareness for the nonprofits Services for the UnderServed (SUS) and provides specific calls to action, including assisting veterans who are entering the workforce. CVS Caremark*, for one, is joining forces with first lady Michelle Obama for the "Hiring Our Heroes" campaign, which will work to provide 100,000 employment opportunities for veterans and their families. And Five Point Snacks, a new snack food company, is making veterans core to its business. Not only does Five Point Snacks make a point to hire veterans, it will also give 11 percent of its profits every day to the Veterans Aid Foundation once the company becomes profitable.
Short-term campaigns are a welcome way to pay tribute on this holiday, giving consumers and companies alike the chance to express their gratitude. But just as during Earth Day, Breast Cancer Awareness Month and other popular cause-related occasions, don’t forget that the core issues don’t fade away as the calendar changes. When it comes to honoring and supporting our nation’s veterans, consider how you can make Veterans Day every day.
*Cone Client
Tags: charity cause holiday campaign
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Big Tickets and Big Rewards for a Cause
As cause marketing becomes more prevalent, sometimes you need to up the ante to grab the attention of consumers and potential donors. You could say two recent cause initiatives are going "all in" by promoting big ticket items and offering substantial rewards.
Threadless has partnered with the U.S. Fund for UNICEF to launch "Good Shirts," a line of shirts from which 100 percent of the profits go to the cause. This doesn't sound unusual until you learn that for a mere $300,000, buyers can get a t-shirt emblazoned with an army green airplane and fund a UNICEF charter flight from Denmark to Kenya to transport critical supplies to those in need. You might say it's a new twist on the cause marketing BOGO (buy one, give one) trend. Not to worry if this is out of your budget because Threadless is also selling t-shirts in a range of prices that support a variety of needs – from $18.57 for a shirt that will provide three insecticide-treated mosquito nets to a $1,939.96 shirt that funds a 42-square meter tent to provide a temporary school in a drought-stricken area.
It's not always about big spending, sometimes it's about big rewards, too. The new "Flipflop Wines Give the Gift of Giving" promotion is offering one lucky sweepstakes winner and three guests the chance to fly to an international location and volunteer alongside Soles4Souls, a charity that provides shoes to those in need. It's a coveted prize, but all consumers will be winners in this promotion because for every bottle of wine sold, Soles4Souls will donate a pair of shoes to someone who needs them.
Threadless may never sell its $300,000 t-shirt and only a handful of people will experience Flipflop Wine's grand prize. But by creatively engaging consumers, both campaigns have already achieved their first objective, which is to draw attention to these programs, their social needs and their nonprofit partners.
Tags: promotion cause campaign donors
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Putting Stakeholders to Work
From the raw materials producer to the end consumer, we all know sustainability is ultimately everyone's responsibility. And while companies are feeling the pressure from a variety of stakeholders to address sustainability issues, many are turning the tables to make sure key stakeholders are holding up their ends of the bargain, too.
Unilever Australia has engaged its own internal stakeholders by giving each and every employee a new, very important job title: "Head of Sustainability." To drive the point home, the company has distributed new business cards and job manuals to all employees in Australia and New Zealand, outlining how sustainability is core to everyone's job. And as Bart King of Sustainable Life Media reports, garnering full employee engagement is paramount, since Unilever has plans to double its size, while reducing its environmental footprint by half.
Although supply chain accountability is nothing new, the bar is also being raised for business suppliers. For the first time, the Carbon Disclosure Project, a consortium of more than 50 brands, is integrating a supply chain scoring system into its program. Members originally reported on their own carbon emissions, but the scope has expanded to the companies they do business with who must also analyze their own practices. Now businesses along the supply chain can choose to report and benchmark their progress or risk losing important buyers.
Gone are the days where the EH&S office tackled sustainability alone. Now, it's a concerted effort both inside and outside the company, where through job titles and metrics, everyone is being held accountable for making progress toward a more sustainable world.
Tags: sustainability employees supplychain stakeholders
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One Step Beyond - Using Business Assets to Make Change
Consumers have spoken - when it comes to making a true and lasting difference in the world, they say look not outside, but within. In the recently launched 2011 Cone/Echo Global CR Opportunity Study, consumers prioritized changing operations as the leading way for companies to address social and environmental issues (31%), trumping traditional approaches like making donations (7%) and raising awareness (11%). These ubiquitous strategies were even beat out by applying unique assets (19%) and developing new products and services (16%).
Companies are already making headway in applying their business acumen for greater change. Akhila Vijayaraghavan of Triple Pundit notes that General Motors has taken steps to innovate its business model by incorporating nontraditional materials in its manufacturing processes. Recycled and bio-based components, such as old bumpers, bottles, carpets and blue jeans, are making their way into GM vehicles, which has in part attributed to GM's 97 percent waste recycling rate.
Glad Products Company is meeting consumers' expectations to reinvent its products by launching a garbage bag that uses 6.5 percent less plastic than traditional bags. It may seem like a small feat, but in just one year Glad Products will see a 6.5 million pound reduction in plastic use.
Today's savvy consumers see that companies must address social and environmental matters from the inside-out, and companies can start by working to innovate operations. While it's apparent companies are most eager to address material environmental issues, companies should look beyond the environment and use their core competencies to solve for a variety of social ills, from health and disease to education. Consider TOMS, who just added a new one-to-one product line, promising the gift of sight for each pair of glasses sold.
The incentive for listening to consumers? It's not just social progress; it's a boost to the bottom line. When companies act on the approaches consumers find most critical, consumers state they are very likely to reward them with higher trust (57%), loyalty (52%) and purchasing power (53%).
What other companies are going one-step beyond donations to address social and environmental issues?
Tags: study environment research operations recycling
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Americans Want Companies to Address Economic Development
Three years into the global recession, it is no surprise consumers worldwide cite economic development as the one issue they want companies to support, according to the 2011 Cone/Echo Global CR Opportunity Study. Yet, Americans – more than any other country’s citizens – were the most resolute that this issue be the number one priority for companies to address (43% versus the global average of 34%).
Although economic development may seem like a big problem to tackle, companies are already embracing the issue and bringing it to life with campaigns that are relevant to both consumer needs and the brand itself. Starbucks has recently launched the “Create Jobs for USA” campaign, which pools donations to support small business lending in order to spur job creation across communities nationwide.
Companies should take note that economic development is a macro issue that extends beyond microfinance and into a variety of material issues affecting both business and communities. For example, Chipotle has enlisted the help of Willie Nelson and the Yeah Yeah Yeah’s Karen O in a movement to support America’s small farms. Not only does the effort invigorate local economies, but it also assists Chipotle’s “Food with Integrity” brand.
The 2011 Cone/Echo Global CR Opportunity Study showed 87 to 96 percent of consumers in all countries expect companies to support a range of causes, from the environment to poverty. Addressing these diverse issues is the cost of doing business today. Yet, to encourage further differentiation, companies should think about creating new programs or reframing current social commitments within the context of economic development. Doing so will allow companies to make real impact around the one issue truly on the minds of today’s American consumers.
Tags: research global economicdevelopment campaign
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Global Consumers Demand Greater CR: 2011 Cone/Echo Global CR Opportunity Study
Welcome to the world of responsible business. The unequivocal takeaway from the 2011 Cone/Echo Global CR Opportunity Study, which surveyed 10,000 people in 10 countries (markets home to nearly half the world’s population), is that consumers globally believe companies have an explicit responsibility to help change the world.
Key global findings indicate:
- 81% of consumers say companies have a responsibility to address key social and environmental issues beyond their local communities;
- 93% of consumers say companies must go beyond legal compliance to operate responsibly; and,
- 94% of consumers say companies must analyze and evolve their business practices to make their impact as positive as possible.
Data from each country, along with insights from some of the world’s foremost thought leaders on corporate responsibility, revealed several areas of opportunity for companies that span geographic bounds. Among these are:
- Bridging stakeholders: Companies are not always viewed as a partner of choice for NGOs and consumers for a variety of reasons, so before building a cause marketing or corporate responsibility program, the first step is to initiate collaboration among key groups to build a common language, trust and understanding.
- Companies as a social partner: Although corporate and individual philanthropy and volunteerism may not be the cultural norm in some countries, consumers show a strong willingness to join corporate efforts. Companies can be a catalyst to facilitate giving and volunteering by providing the right opportunities.
- Emerging markets: To sustain their business and ensure growth, most global companies must address social and environmental challenges in emerging markets. Citizens in these markets will more readily embrace companies as a solution to these problems, recognizing the constraints of their own governments.
- MNCs forge the way: Multinational companies are bringing CR into new markets and raising the bar as local firms face increasing pressure to demonstrate their own commitments.
The bottom-line? Responsible business is an expectation regardless of social, cultural, economic, political or geographic forces. But, to achieve the greatest business and social value, a country-customized approach to CR is the way to get there. To learn about the key social and environmental issues, business approaches, preferred communications channels and other expectations of consumers around the world, please download the full 2011 Cone/Echo Global CR Opportunity Study here.
Tags: CR corporateresponsibility global consumer
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Companies Partner for Progress
Sometimes it requires a fresh perspective, expert insight or creative spark to meet ambitious sustainability goals or tackle material issues. That’s why many companies today are embracing corporate responsibility and enlisting some interesting allies along the way.
Companies across the world are inviting partners to help solve some of their toughest business issues. On Sustainable Life Media, Bart King recently cited two examples of inventive collaboration. McDonald’s and Target* enlisted the help of the Environmental Defense Fund’s “Climate Corps” – a group of MBA and MPA fellows who work with individual organizations to unlock energy efficiency savings. Altogether, the group was able to identify $650 million in savings for 78 participating companies, cities and universities. Anheuser-Busch formed a strategic alliance with another company, General Electric, to provide expertise in cutting emissions at its facilities in China. A cross-company “innovation team” is currently tackling issues head-on at one plant and is slated to implement improvements across the region. Nike is even foraying into venture capital in order to spark some new ideas in alternative energy usage and manufacturing efficiency. Olga Kharif and Matt Townsend of Bloomberg Business Week recently interviewed John Taylor, head of research for the National Venture Capital Association, who explained, “With research budgets getting cut, a wider range of companies are now looking to startups to help them maintain their innovation.”
Companies today face incredible pressure from stakeholders to tackle tough sustainability issues. Consumers, employees, investors, activists, customers and others expect to see progress – but fortunately, none are saying companies must achieve it alone.
*Cone Client
Tags: sustainability partnership innovation
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How is Social Media Changing the Cause Landscape?
It used to be that it took two to tango in a cause branding partnership – the company and the nonprofit. But today, thanks to social media, consumers are looking to cut in. As crowdsourcing allows consumers to suggest, vote for, support or criticize the union of a company and nonprofit, social media has propelled consumer engagement in cause initiatives forward – and helped to raise money and awareness for the issues along the way. But in some cases, this new player has also weakened the bond between company and nonprofit, changing the relationship from partner to beneficiary.
Yesterday, Cone’s vice president of cause branding and nonprofit marketing, Craig Bida, spoke at the Social Media Strategies Summit in Boston on how nonprofits can once again become indispensible to a cause campaign. Craig emphasized that power partnerships are not entirely a thing of the past – Levi’s and Goodwill and Macy’s and DoSomething.org are two recent examples of partnerships in which the nonprofits solve distinct needs for the companies. They bring something to the table in a way that no other organization can, so it’s no surprise that they also earn top billing as an equal in the effort.
Nonprofits are a powerful, even critical, aspect of a cause campaign and offer distinctive assets that can enhance a partnership:
1. Access: Nonprofits have access to the story and the constituents that care.
2. Credibility: Nonprofits not only define the issue with on-the-ground examples, but show the impact so consumers know companies are making a difference.
3. Expertise: Nonprofits have in-depth issue expertise that can help companies solve problems in new and innovative ways.
4. Brand Halo: Nonprofits represent the passion behind the cause and can bring a program to life.
Social media may be changing the cause landscape, but nonprofits are still an essential element to any cause program. The next time your nonprofit aims to partner for a cause campaign, remember to promote your assets and ensure corporate suitors save the last dance for you.
Tags: nonprofit socialmedia partnership
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Supply Chain Regulation Round-up
Supply chain transparency is no longer a CR buzzword, but increasingly, a legal mandate. In the past year, legislation has been enacted to address everything from conflict minerals, to human trafficking and slavery, to bribery. BSR's managing director of Europe, the Middle East and Africa, Peder Michael Pruzan-Jorgensen, notes in his recent Guardian article, “Throughout these regulations and initiatives are two threads: disclosure and due diligence, both of which require increased knowledge about the supply chain and the origin of products and services.”
It’s important to know the ins-and-outs of each piece of recent legislation because regulation from across the globe can affect business operations at home. In fact, while the new California Transparency in Supply Chain Act is state legislation, according to Doug Cahn and Marsha Dickson on CSRlive, “The act applies to nearly every major brand of consumer products sold in the United States."
Pruzan-Jorgensen's Guardian post listed a summary of U.S. and U.K. statutes focused around transparent supply chains. Here’s a round-up of legislation that companies need to be aware of:
• US Dodd-Frank Act: Along with financial reform, the Act also includes conflict mineral regulation requiring companies to determine and report whether their products contain conflict minerals from areas like the Democratic Republic of the Congo. The SEC has yet to submit final regulation on this section, but companies should expect to adapt soon. It is also anticipated the EU will soon follow suit with similar regulation.
• RoHS2: The EU Restriction of Hazardous Substances Directive (RoHS) has been extended to prohibit the use of certain elements and chemicals in any product with an electronic function.
• California Transparency in Supply Chains Act: Requires manufacturers and retailers to disclose on their corporate websites what they are doing to eradicate slavery and human trafficking in supply chains.
• UK Bribery Act: Makes companies liable for failing to prevent bribes taking place on behalf of the company in the U.K. or abroad.
The bottom line is that whether or not your company is directly affected by current regulation, new policies may be on the horizon. And they are not to be taken lightly – violating the UK Bribery Act, for example, may result in up to 10 years in jail. Don’t wait for new regulation to hit your industry before you begin making strides towards a transparent and ethical supply chain. Be ahead of the curve and use it as a source of differentiation now.
Tags: corporateresponsibility transparency supplychain
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Companies Should Honor 9/11
There has been an intense spotlight on American companies in the last few weeks and whether and how they will pay remembrance to September 11 in a public way. Stories in The New York Times*, PRWeek and Marketing Daily, to name a few, tackled the question head on, peppered with challenging language, such as “insensitive,” “exploitative” and “taboo.” No question this is a precarious situation for brands. Society will scrutinize those that implement 9/11-focused campaigns and communications, concerned they are capitalizing on the tragedy, while questioning those who choose to remain silent. And although some efforts seem to have passed the sensitivity test so far, such as American Express’ support of the “I Will” tribute campaign or Home Depot’s “Celebration of Service,” at least one U.S. company has gotten slammed and a few more international advertisements have been deemed outright tasteless.
In this country, we ask our companies to be good citizens. And on the anniversary of this tragic date, all citizens will be paying tribute, in their own ways, to the lives lost and changed 10 years ago. It would seem appropriate that companies stand with the nation and share opportunities for service and remembrance.
Cone’s Executive Vice President Craig Bida says five fundamental principles of cause branding will help ensure 9/11 campaigns maintain integrity:
1. Be authentic: Make sure you deeply understand your brand’s unique equity, mission, purpose and values, and act in a way that supports these.
2. Embrace risk: Leadership today is about standing up AND standing for something. This may mean taking on difficult or controversial issues. Remember, there was a time when breast cancer, AIDS and a host of other issues that are now part of our daily fabric were taboo.
3. Be unique: Develop your own take on an issue, identifying a specific challenge that you want to help solve. For example, supporting military families is broad; providing scholarships to families impacted by military service, is more specific and actionable.
4. Don’t go it alone: Nonprofit partners provide critical credentialing and expertise in achieving social impact. Given concerns about exploitation and 9/11-related marketing, this support is even more critical than usual.
5. Communicate impact: Consumers want to know what you are doing to drive change and how their support for your brand will translate into action. Be clear about your impact and think carefully whether this will be perceived as meaningful and actionable by consumers and other stakeholders.
To read Craig Bida’s full POV on marketing during 9/11, please visit the Thought Leaders Commpro.biz Blog.
On a final note, we at Cone stand with the rest of the country this weekend to honor the September 11 victims, survivors and first responders.
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Tags: corporateresponsibility campaigns cause causemarketing
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Cause Branding Gets Real
There’s a reason the phrase “walk a mile in their shoes” is such a common idiom – it’s the best way to truly understand another person’s circumstances. What was once no more than a figure of speech is now a real possibility thanks to new technologies that are bringing issues and experiences to life. Liz Claiborne has been on the forefront of domestic violence awareness for 20 years, and the company recently made the issue even more personal with a new iPhone app that will allow parents of teenagers to understand the true nature of a negative teen relationship. Parents can sign up for the app which will send them a battery of controlling and harassing calls, texts and emails from a “boyfriend” or “girlfriend.”
In addition to simulating discomfort, technology can also provide positive experiences. Digital museums allow individuals to visit famous places and installations around the world, such as Anne Frank’s house or Monet 2010, without ever setting foot on a plane. And, Trend Central highlighted an app that actually allows new parents to see life through the eyes of a newborn with technology mimicking a child’s vision as he or she goes through the stages of development.
Immersive technologies can enhance our lives – whether promoting empathy or providing rich new experiences. Just imagine the possibilities for bringing causes to life for your supporters and influencers and taking their engagement to the next level. The days in which an organization simply tells supporters a story are winding down; today, they can experience the cause first-hand.
Tags: nonprofitcausebranding campaigns cause
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Take Cover, Then Tweet
How did you find out about the East Coast earthquake this week? We heard it first on Twitter, then felt the rumbles on the ground.
Twitter reached a fever-pitch within seconds of the quake as people hit
their phones and computers to react to the event, post pictures and
send messages to friends and family. The wave of earthquake-related tweets was massive – over 1.7 million at its peak. In
fact, many people learned about the earthquake through social media
before mainstream news sources even had a chance to react.
Some savvy organizations have joined the conversation at its source.
Disaster relief organizations such as FEMA, the Red Cross and the
Salvation Army are already active participants on Twitter and Facebook –
sending alerts, preparedness tips and accepting donations. And, new
media communications are becoming even more sophisticated. Residents in
Japan will soon have an advanced warning system that can alert residents
two minutes before an earthquake – via iPhone. Even the U.S. Geological Survey
is now using social media to its advantage. The organization used
Twitter and Facebook post-earthquake to both inform the public and to
create an online map of the tremors’ location. The organization has also
created a Twitter Earthquake Dispatch, which searches for
earthquake-related posts in different languages across the globe.
Today, there’s really no question that companies, nonprofits and
government agencies must be active and engaged on social media, not only
to push messages and alerts, but to track impact and calls for help.
According to a recent American Red Cross survey,
more than 80 percent of Americans expect disaster relief groups to be
monitoring social media, and 35 percent say it’s reasonable to expect
assistance to arrive within one hour after someone posts a plea for help
online.
As Hurricane Irene makes landfall on the Eastern
seaboard this weekend, government and nonprofit disaster preparedness
plans should and hopefully will include social media. Can you anticipate
what hashtags to track on Twitter? Do you have a response team to
handle the inquiries that will come through social media? Is there a
contingency plan in the event that power or communications are down at
your location? The social media conversation is instant and widespread,
and it’s going to occur whether or not your organization is an active
participant. Make sure social media is in your disaster response
toolkit.
Tags: nonprofit crisispreparedness awareness disasters
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Stakeholder Engagement: No Risk, No Reward
Organizations are taking stakeholder engagement and crowdsourcing to a new level, and it’s not just for another consumer voting campaign. It’s something a little edgier – some might even call it risky. A few intrepid organizations are doing what most would specifically try to avoid, say giving up control of their social media voice or networking with some of the world’s most serious villains.
Google Ideas, a philanthropic arm of the technology company, is uniting former radicals to source solutions to violent extremism across the world. Eighty former jihadists, neo-Nazi skinheads, Irish extremists and U.S. gang members came together with Google in Ireland for a discussion about how to end radical violence.
Water.org, on the other hand, is hosting an online contest to relinquish control of its Twitter handle to one passionate follower. The nonprofit’s supporters will vote to select the winner. Water.org is anticipating that its Twitter handle will give one advocate a broad platform to voice his or her unique opinions and make a difference. However, with @water’s 430,000 followers listening carefully, there’s no question that the organization is taking a calculated risk.
And in case you think crowdsourcing is only good to engage the public with an online action like a vote or retweet, consider this: hundreds of Londoners hit the streets to sweep, scrub and scour after recent riots thanks to #londonriotcleanup, @londonriotcleanup and a post-riot clean-up Facebook page.
The days of crowdsourcing as a popularity contest may be numbered as organizations rethink how they engage with their stakeholders en-masse. Their staunchest supporters or most extreme thinkers can now take a front-and-center role in their efforts, and although they are ceding power to some unusual suspects, the potential return seems worth the risk.
Tags: social cause, media, stakeholderengagement, crowdsourcing, campaign,
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Don't Shoot the Messenger
"Next to things of necessity, the rule for a gift is that we might convey to some person that which properly belonged to his character, and was easily associated with him in thought. But our tokens of compliment and love are for the most part barbarous....The only gift is a portion of thyself. Thou must bleed for me." - Emerson
Marketing guru Seth Godin last week extolled the virtues of "hidden charity." You don't give because you get your name on a building, or receive a special CD or a shopping bag of coupons. You give because the rewards transcend the material and commonplace. You give because it's right and good and noble.
Seth didn't say it, but cause marketing is probably polar opposite of "hidden charity." A lot of people would. Most cause marketing reflects the intentions of the creator and is selfish, opportunistic, showy and conventional.
While there are many good examples of cause marketing, the bad ones seem to get the attention. The latter is generally a result of bad or misguided values, not poor practices. The cause marketing promotion between Komen for the Cure and Kentucky Fried Chicken wasn't a failure of practices - in this case pink buckets from which 50 cents was donated to Komen - but a byproduct of bad values and even poorer choices.
Blaming cause marketing ignores the fact that cause marketing gifts can be real gifts when good intentions drive practices.
Instead, we shoot the messenger.
Cause marketing enables real charity by connecting it with commerce. It doesn't require conviction but it does reflect it. People give for the right reasons and the wrong reasons. Like the collection plates at church when I was a kid, cause marketing is there to enable and to collect, not to measure, evaluate or judge. We should let cause marketing do its job and devote our time to teaching people the real meaning of charity.
You may know of a company and cause partnership that flowed through caring to commerce. I know I do.
For seven years I worked with Marc Perlman, President & CEO of Ocean State Job Lots, a 100 store discount retailer based in Rhode Island. Marc supported my nonprofit in many ways, some private, some public. Frankly, it really didn't matter which. Regardless of how Marc chose to support us his generosity didn't flow from his "hidden" side on one day and public on the next. It came from his charity.
My point is that you'll never find charity in cause marketing, or any other type of giving, for that matter. Messengers aren't their noble (or wicked) lords. They just represent them. Charity can only be found in the giver, and that's where our work in society lies. As Seth points out marketers of causes have a long way to go in convincing people of the core reason to give: being part of something bigger than themselves and serving the public good.
Cause marketing can serve a noble and valuable role when character aligns with cause and commerce. Charity stems from why people want to give, not the how and what they give. We should give people just as many opportunities as we can to express and grow their charity and change the world.
Joe Waters is the co-author of the newly released Cause Marketing for Dummies. He writes the web's leading cause marketing blog Selfishgiving.com.
Tags: charity, nonprofit, causemarketing, cause,
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Do Big Stunts Bring Big Results?
Fundraising galas and walkathons a bit too tame for your blood? Perhaps a little body art, a hostage goldfish or a brush with death would be more your style. You wouldn’t be alone. Cause supporters are going to extremes these days to prove their devotion to a cause.
The Social Tattoo Project
is hoping a few diehard advocates will get inked in the name of a
cause. The Project reveals four topics each week, and via crowdsourced
voting, decides which lucky volunteer will soon have a permanent
reminder of a cause or event that mattered in that moment
(#humantrafficking, #Haiti, #Norway, #poverty and #Japan, so far).
To increase awareness about plastic pollution in the Pacific Ocean,
Project Kaisei put the fate of real goldfish “Kai” in the hands of
supporters. Only with their donations would Kai avoid moving from his
safe aquatic environment into the polluted waters beyond his clear
plastic wall. A live Facebook feed implored donors to help “Save Kai” as time ticked by.
Even more traditional nonprofit brands such as the Boy Scouts of
America, the Special Olympics and the Make-A-Wish Foundation of America
are taking a walk on the wild side. Some of their supporters are
repelling down the sides of skyscrapers to solicit donations. Over the Edge, the company that organizes these events, has worked with 62 nonprofits in 2011 alone.
Perhaps desperate times call for extreme measures, but are these
efforts making any real impact on the issues? The answer is, it depends.
Ill-conceived stunts (remember the Twitter death of
dozens of celebs a few months ago?) can easily garner more jokes than
dollars, but if your supporters need a little pressure to say, fish or
cut bait, a creative and dramatic campaign may be just the motivation
they need.
Tags: extreme fundraising campaign donation cause stunt
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Save Money. Live Better. Go Local?
Walmart, the national retailer whose name is synonymous with low prices, wants to add another l-word to its identity: local. Some might see this as an inherent contradiction - local almost always means more expensive. But Walmart executives are not giving up on being a cost leader just yet. "We can get chili peppers from Florida all day long, but at the end of the day that is not necessarily the best model for us,” says Darrin Robbins, Walmart’s senior manager of produce, in The Wall Street Journal. “I’m going to pay a higher price in Ohio for peppers, but if I don’t have to ship them halfway across the country to a store, it’s a better deal.”
Rising fuel costs, significant produce spoilage rates, heightened consumer demand, and taste, quality and freshness issues are all driving large retailers to begin rethinking their procurement strategies. Although some companies such as Walmart and Kroger are largely incentivized by reductions in transportation costs, Safeway cites customer demand as the major factor in ramping up local procurement efforts. Chipotle is making the foray into local for yet another reason - to take advantage of fresher and better tasting produce. The company also cites the environment and supporting local farming communities as motivators in the decision to double the amount of local produce used this year. Even Price Chopper is jumping on the bandwagon by hosting local farmers’ markets at 14 different locations through September, touting the slogan “The Best in Fresh”.
There is clearly a trend underway, but as big corporations tap into the local food movement, they should proceed with caution. To avoid consumer backlash or confusion, companies must be careful to market and label clearly. The question of distance is already hotly debated (it varies from within 100 miles to a 12-hour drive), and some consumers interpret that local also means organic. Issues such as seasonality and sustainability will also come into play as big companies tap into smaller local farms. No doubt, consumer education will be a necessary component of this trend. There is great appeal in making real, good food a reality for the masses, but not if it means compromising quality, the environment, farmers or local communities. This will be a delicate line for companies to tow.
Tags: produce food consumer local procurement supplychain sustainable
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The Death of Mobile Giving?
Just a year ago, mobile giving was the new darling of fundraising. It was an easy and effective way to tap in to new and established donors with an immediate call to action. Today, the future of mobile giving is already ominous. A new study from the Association of Fundraising Professionals and Kaptivate Research reveals over 50 percent of nonprofits have been disappointed with the results of mobile fundraising campaigns – disenchantment that has led to a 20 percent decrease in the use of mobile giving technology in campaigns over the last year.
Is mobile giving dead? Hopefully it's experiencing more of a rebirth. Although the overwhelming success of campaigns like the American Red Cross’ Text 2Help campaign prompted many nonprofits to rush to use mobile as a fundraising mechanism alone, some organizations are taking a step back to realize the potential of mobile as a communication tool first.
Silver Ring Thing, a Christian group that is using mobile to inform rather than solicit, is sending out news and links to blogs twice a month. DoSomething.org saw radical results from a call-to-action text message sent to its teenage constituents. Since then, DoSomething.org has used texts as a central part of its communication strategy – but it has not asked for donations. Doug Plank, chief executive at MobileCause, explains in a recent Chronicle of Philanthropy article, “The old rules of establishing trust, building community, fostering engagement still apply regardless of the medium.”
Nonprofits don’t need to reinvent the wheel when it comes to mobile fundraising; your best practices still apply. Tell your story first, grow a relationship and then ask for a donation. And yes, it can all be done through the simple text message.
Tags: mobilegiving philanthropy campaigns nonprofit fundraising
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It Takes Two to Embrace Sustainable Innovation
Imagine releasing a product with a history of “five decades of failure.” That’s exactly what S.C Johnson did this month with the Windex Mini, a concentrated refill pouch that has a variety of economic and environmental benefits for both the company and consumer. The pouch boasts multiple advantages, from using 90 percent less plastic to savings on shipping costs and emissions due to reductions in size and weight. It would seem a clear win-win. And yet, history shows consumers are slow to adopt concentrated products. Even Chief Executive Fisk Johnson seems tentative about the future of the product. "Behavior changes are the most difficult thing to do," Johnson states in a recent edition of The Wall Street Journal.
With increasing pressure from stakeholders and an opportunity for bottom-line cost savings, companies across the globe are looking for more sustainable product and packaging alternatives. Although many companies are ready and willing to innovate, often the roadblock comes from consumers themselves who may not be willing to take the time to refill a bottle or recycle a product properly. Yet, in the age of extended producer responsibility, everyone must do their part to close the loop.
Some companies are aiming to make sure the right choice is the easy choice for consumers. A new product called Replenish is changing the way we think of (and use) concentrated cleaners by doing away with the powders, mixes and funnels. Instead, consumers simply replace the “Concentrate Pod” on the bottom of the spray bottle. Method made its refillable pouches more attractive and less cumbersome to consumers by adding a weighted handle and base.
Companies are making positive steps to create new products with both environmental and financial benefits, but it serves no one’s interest if these products don’t sell. Meeting consumers where they are (i.e., high environmental expectations, but poor green behavior) is difficult, but not impossible. The evolution of the laundry detergent industry from over-sized jugs to concentrated formulas is testament that products that are both more responsible and more convenient can achieve mass consumer buy-in. The challenge is to educate consumers not only on the environmental benefits of these products, but why they will save time, money and a little elbow grease as well.
Tags: refills innovation sustainable packaging concetrate
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Thinking Outside (or Inside) the Box
When it comes to marketing your cause, are you thinking outside the box (or in it)?
It’s time to think beyond the print ad and webpage and do something a little more eye-catching to make sure your cause program gets attention. With limited budgets and an even more fragmented consumer attention span, cause campaigns are getting creative. This month, Twitter feeds were abuzz about a billboard. Nothing new, you say? Well, what about a live, plant-covered billboard that absorbs air pollution as it promotes the World Wildlife Federation and Coca-Cola? More than 46,000 pounds of carbon dioxide is certainly nothing to cough at. In Ohio, Charter One and the Ohio Association of Second Harvest Foodbanks are betting consumers won’t miss a billboard with “nothing” on it. The organizations teamed up to raise awareness that many families have nothing to eat with a series of billboards with only the word “nothing” written on them in big bold letters.
Another cause campaign is thinking a little more inside the box. That box just happens to be a pop-up store on the beach. H&M recently created a beach-themed pop-up shop where 25 percent of all sales proceeds go to support WaterAid. The company placed the shop – you guessed it –on the seashore of Scheveningen, a popular seaside resort in The Hague. Speaking of water, Denver Water, a Colorado utility, is coming up with fresh ways to utilize public space to convey a message. The utility recently launched a campaign to show just how much water a running toilet can waste with bright orange barrels piled high in downtown Denver. Other Denver residents found benches reduced to one quarter the normal size and emblazoned with the tag, “Use only what you need.” Finally, a charity book sale in Greenville, South Carolina came up with another clever use of public space with stairs that became larger-than-life books and parking garage windows that were transformed into giant bookshelves. The public space was donated by the city, and the book drive is now deemed the country’s most successful.
Can’t-miss-it advertising and marketing is not the dominion of corporate brands alone. It just takes a little thinking outside the box – or billboard, bench or bookshelf – to make an eye-catching statement for your cause.
Tags: cause marketing campaigns nonprofit advertising
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New Wave of Enlightened Packaging
Have you ever had “wrap rage”? Do you find yourself fighting a clamshell package armed with blades, brains and brawn and still ending up on the losing side? Why are we still in the packaging dark ages?
Only a year ago, The New York Times reported slow uptake on new, easier-to-open, more sustainable packaging options. Though there was some momentum online, big box retailers balked at changing bulky packaging due to theft concerns; yet high oil prices, consumer demand and a growing focus on sustainability have forced companies to change their tune. Today, The New York Times is able to print a different story, one in which retailers are dropping petroleum-based clamshell packages for groundbreaking and eye-catching new options.
Walmart now sells Swiss Army Knives in tamper-evident cardboard and laminate packages instead of the traditional clamshell; Target* is reducing plastic in yogurt, lightbulbs and socks. Dell is experimenting with chemical-free packaging made with agricultural by-products and Puma, which first created the “Clever Little Bag," is making packaging strides again with a shopping bag that dissolves in hot water and breaks down in a home composter. And, these companies are not alone. According to Visiongain, a business information provider, the sustainable and green packaging market will see steady growth in mature markets with above average growth in developing nations in 2011 and 2012.
Companies are now recognizing value is not just what’s inside the shopping bag. In addition to pleasing consumers and other stakeholders, more sustainable packaging can mean a 30 percent reduction in transportation costs and a 30 percent savings in material and labor. The time has come to say goodbye to frustrating clamshells and other wasteful materials and hello to a new wave of enlightened packaging.
*Cone Client
Tags: design sustainability green packaging sustainablepackaging
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Would Like Some "Greenwashing" With Your Wine?
A recent dining experience at an (unnamed) Boston restaurant left me with more than an unsatisfied tummy.
At the restaurant, I quickly noticed the menu (and the restaurant’s website) loudly broadcasted messages about both the food and wine being produced using “ecologically sustainable methods.” When our waiter came to take our drink orders, I asked him what it meant exactly that the wine choices were produced using such methods. The waiter returned my question with a blank stare and, after an agonizing 10 seconds, responded, “I have absolutely no idea.”
As a communicator, what’s most concerning to me about this encounter is not only the blatant “greenwashing.” Rather, it’s that this incident demonstrates how words like “sustainable” – which are meant to evoke leadership and responsibility – have simply lost their meaning. The waiter did not seem the least concerned by my skepticism or his ineffective response. This suggests the restaurant may have been operating under the assumption that its patrons would just take at face value words like “ecological.” After all, these are some of the more commonplace environmental phrases in the English language today.
But these expressions have become so overused, that they are now oversimplified. As a result, it’s not enough for organizations simply to parrot these phrases; instead, they must:
1) Be prepared to defend their words. Words can only go so far. Organizations need to back up these words with action – or evidence of action – in order to engender stakeholder trust. Spouting values must not replace living values.
2) Prepare employees to be credible ambassadors of their core messages. The above example underscores the importance of ensuring that employees both understand and can effectively communicate organizational messages. Front-line employees serve as the face of an organization, and how they represent that organization influences stakeholder perceptions.
In an ideal world, organizations would take full responsibility for their words and how they use them. But in reality, organizations often need an extra push. The FTC Green Guides are a good step in urging organizations to use discretion in environmental marketing claims. But what these organizations really need is a shove. So, much of the onus is on us as consumers – and communicators – to encourage responsible behavior. We need to continue to ask smart, challenging questions that compel organizations to take responsibility not only for their deeds, but also for their words. What’s more, we need to hold smaller organizations like this restaurant establishment equally as accountable for their environmental claims as we do the “big dogs” of corporate America.
I, for one, will likely not be dining at this particular restaurant again. Both its “sustainable” wine and communications left much to be desired.
- Jamie Josephson, Senior Account Executive
Tags: restaurants marketing greenwashing wine sustainable
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Causes and Celebrities - 'Til Death Do Us Part?
Fifteen minutes might be the average celebrity lifespan in our reality TV world, but successful celebrity-cause partnerships require something more long lasting. Articles this week in both Fast Company and on Mashable discussed some of the pros and cons of involving a celebrity in your cause, but both touched on a common thread: long-term relationships are a key to success.
Unlike most Hollywood unions, an enduring relationship between celeb and nonprofit requires a real commitment. Celebrities willing to pursue lasting relationships with charities show they truly care about the issues, enough to want to dedicate time to the cause beyond a single PSA or photo-op. The added benefit is that over time, the celebrity’s knowledge about the issue grows and he or she becomes a credible voice for the organization, in addition to a famous face. The result is a sense of sincerity and passion, which is so critical to securing consumer trust. In fact, the 2010 Cone Cause Evolution Study found 81 percent of Americans believe that if a celebrity’s commitment to a cause is authentic, he or she can play a significant role in raising awareness for the issue.
To ensure a long-term relationship with a celebrity:
• Do your homework. Look for a strategic partner whose assets, competencies and dedication complement those of the charity and the cause.
• Tap into their assets. Beyond a pretty face or a recognizable name, celebrities can offer personal stories and connections to a cause, or offer a new, creative twist on a campaign that leverages a celebrity’s talents or interests.
• Encourage involvement. Dedicated celebrities want to go beyond an appearance or ad; embolden them to dig into the issue, like Josh Holloway’s partnership with the Nature Valley* National Parks Project. Josh volunteered to get his hands dirty at a service event at the Joshua Tree National Park.
• Emulate the power couples. Look to other partnerships that seem authentic and true for inspiration on how to make your own relationship as deep. Think Reese Witherspoon and Avon* or Pierce Brosnan and the National Resources Defense Council.
• Treat the relationship like any other program. Re-evaluate and refresh it over time so neither one of you is likely to stray.
What’s your favorite cause-celebrity partnership?
*Cone client
Tags: strategicpartner cause partnerships celebrities charities
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When Charity Walks Attack
Hide your kids! Run for the hills! Another charity walk is coming through your streets!
Charity walks, runs and rides are nothing new; in fact, the nation’s first walk took place more than 40 years ago. Yet, the latest trend in charity walks is disparaging them.
This month alone, op-eds in The Boston Globe and The New York Times have complained about the nuisance and ineffectiveness of charity walks and their run and ride counterparts. They argue that the funds raised are diminished by the high costs of security, permits and other event necessities. Although eight percent of proceeds do go to securing permits and security, the top 30 “thon” fundraising programs still generated over $1.62 billion in gross revenue in 2009, according to the Run Walk Ride Foundation. Cynics also argue that the time participants dedicate could be more effectively used supporting charities in other ways, say helping to build a home or clean up a beach. However, walks tap into new groups of people who wouldn’t otherwise support the cause, friends and family support their loved ones (not the cause) and many participants join both for the cause and for other, more personal or selfish reasons. Neither of these groups would be effectively reached through traditional donation or volunteerism opportunities.
Despite the growing criticism, there’s more than one reason walks have been going strong since 1969:
• They’re social – they bring together diverse participants, foster a sense of community, shared stories and a “we’re all in this together” feeling.
• They demand attention – they put charities on public display, and the minor disruption they cause is intentional; it’s hard to ignore a group of 50,000 people marching together for a cause.
• They mobilize en-masse – most organizations could never manage or maximize the volume and energy of people who turn out for walks, runs and rides through traditional volunteer opportunities alone.
• They fulfill and inspire – most people who participate in these events are seeking to help the cause, but also to achieve a personal accomplishment as well, whether completing a marathon, biking hundreds of miles or walking further than they’ve walked before.
Do you think charity runs, walks and rides still have a place in contemporary fundraising?
Tags: charity fundraising charitywalks giving
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The Business Case for Workplace Volunteerism Just Got Stronger
I am very excited about the latest results from Deloitte’s Volunteer IMPACT Research Series. These findings reveal important, new data: millennials who frequently participate in workplace volunteer programs are more satisfied on a number of measures than their peers who rarely or never volunteer. They are more likely to feel proud of, and loyal to, their company. Further, they are more likely to be satisfied with their career progression, and they are more likely to think their corporate culture is positive. These are powerful statistics that suggest providing frequent volunteerism opportunities makes business sense.
At a time when this and other studies reveal that one-third of millennials are considering other job opportunities, Deloitte’s findings offer a strong argument for making volunteerism a business priority. Companies that view their volunteer programs as strategic assets and factor community involvement into their business planning may have a distinct advantage when it comes to engaging this civic-minded generation of workers.
Michelle Nunn, CEO of Points of Light Institute and co-founder of HandsOn Network, recently wrote an op-ed that appeared in the Atlanta Journal Constitution, which came to similar conclusions.
I’m interested to hear what you think, too. Drop me a line at communityinvolvement@deloitte.com to share your thoughts.
Evan Hochberg, national leader of Deloitte’s community involvement initiative
*Deloitte is a Cone client.
Tags: Millennials Deloitte businesscase research volunteerism
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New Media is Revolutionizing Cause
Reusable bag? Check. Locally grown produce? Check. Check-in? Check.
Farmers markets nationwide are just the latest addition to the growing roster of places where consumers can “check in” using geolocation technology to support a cause. With an heirloom tomato in one hand and a smartphone in the other, consumers can join Gowalla, Frigidaire and actress Jennifer Garner in the “Make Time for Change” campaign to support Save the Children. For each Gowalla check-in, consumers earn a special farmers market badge, and Frigidaire donates $1 to Save the Children’s CHANGE program to provide food for children in Africa (max donation $40,000).
Tying a donation to a check-in is easily the most common way companies are using geolocation to benefit causes, but the opportunities do not end there. Progressive organizations are experimenting with check-in technology and other new media – from social networks to mobile technology to QR codes – to drive consumer activism and behavior change, too. Exciting innovations are happening every day (such as“5 Mobile Apps Trying To Do Some Social Good”), but the revolution is only beginning. Download Cone’s latest POV, “New Media is Revolutionizing Cause,” to get ready.
Tags: newmedia causemarketing geolocation
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Mystery Box Mania
Which consumer brand has the power to sell a new line of merchandise to retailers sight-unseen? Or, to drum up a viral frenzy for a new product before it’s even revealed? If you answered Nike or Apple, it would be understandable – but this week, you’d be wrong. If you said TOMS, you were probably clicking “refresh” on the brand’s website right alongside us Wednesday as TOMS and its slip-on shoes strode into the ranks of America’s power brands.
“What’s inside?” was the question on everyone’s mind leading up to the “Next Chapter” unveiling of TOMS new one-for-one effort. TOMS, known for its buy one, give one shoe model, announced at this year’s South by Southwest conference that the brand would move beyond shoes to become a broader one-for-one company by introducing a new product line. The buzz has been building since.
TOMS-branded mystery capsule sighted at The Tannery on Boylston Street, Boston, MA.
TOMS-branded mystery capsules started popping up in stores across the nation from Nordstrom to Neiman Marcus, bolted with a hefty lock and only to be opened on June 7 during a simultaneous worldwide reveal. Retailers had such faith in the TOMS brand they bought the secret products sight-unseen, waiting like the rest of us to find out what was inside. Twitter lit up with the hashtag #TOMSnextchapter and eyes were glued to the brand’s website and Facebook page when founder Blake Mycoskie finally announced his latest project: eyewear. Now, for every pair of TOMS glasses sold, the company will give sight to one person through medical treatment, sight-saving surgery or prescription glasses. A flurry of blog posts, Tweets, Facebook statuses and news stories ensued, and the TOMS reveal YouTube video has garnered over 65,000 views since Wednesday.
Why all the hype? TOMS already had a cult following and was a consumer and media darling for its steadfast one-to-one commitment. The brand extension is an exciting new chapter in the brand’s story. But, the “Next Chapter” campaign was also a carefully orchestrated effort. TOMS spent five years perfecting its one-for-one shoe campaign, achieving high brand recognition as a legitimate social enterprise before extending its efforts. The strategic move builds upon the company’s years of experience in both retail and philanthropy with a product that complements its existing product line and its social aim.
Now the question is, what’s the company’s next “Next Chapter”? Will it wait another five years before innovating once again or will new products become more prevalent as the brand moves to shake its shoe company image? We just hope TOMS doesn’t over-extend itself and stays fixed on what it does best – creating trendy consumer goods that also fulfill fundamental human needs (and proving that social business really does work).
Tags: philanthropy TOMS brand socialenterprise
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Cone's Green Team Tip
With the warm weather finally here, many farmers markets are officially open for the season. It’s so refreshing to buy food from the person who produced it- it simplifies today’s high-tech society and gives our bodies a break from the often factory-produced, over-processed food we eat.
Every month, Cone’s Green Team provides our agency with a tip to help us minimize our environmental impact and support social issues. In May, the Green Team encouraged fellow employees to get some fresh air and fresh food at local farms and farmers markets. Becoming a “locavore” for the next few months will provide a boost to the economy, minimize your environmental impact and introduce you to exciting, healthy new foods.
The helpful infographic below (courtesy of eLocal) explains the environmental benefits of buying local, which include reduced energy in transportation and packaging, as well as the economic benefits. For example, did you know that national chains reinvest 33.6% of their revenue in the community, while local businesses reinvest 64.8%?
To help support these local businesses, Cone’s Green Team provided a list of Boston-area farmers markets with dates and times. For fellow Bay Staters, Mass Farmers Markets will send you a weekly reminder about the dates and times of your local farmers market – via text, email or voicemail – and LocalHarvest.org is a resource for finding markets across the country.
Finally, there’s no judgment cast for those who give into temptation and buy a new, colorful vegetable. When you purchase food locally and in-season, you reduce the environmental impact made when food is shipped hundreds – or even thousands – of miles to reach your plate. Not only are you directly benefitting local farmers and artisans, but your body will thank you for eating fresh produce. Buying local, seasonal fruits and vegetables is also a great opportunity to try new flavors and experiment with different recipes.
So go ahead, don’t be afraid to buy something new even if you don’t yet know how to prepare it – how about some locally grown fiddleheads. Whether you’re an omnivore, carnivore, vegetarian or vegan, stop by your farmers markets and be a “locavore” today!
-Rachel Swirsky and Karen DeVincent, Assistant Account Executives and Green Team members
Tags: greenteam environment cone local Farmersmarket
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2011 Cause Marketing Forum Recap
Hundreds of cause marketers congregated in Chicago yesterday for the 9th annual Cause Marketing Forum annual conference (CMF). Representing companies, nonprofits and agencies, the 450 attendees hailed from more than 30 states and several countries. A few takeways from the event:
Canadian cause marketing has serious cred. No fewer than three Canadian organizations received cause marketing Halo Awards, including TELUS (Best Transactional Campaign), Royal Bank of Canada (Best Video Creative and Best Environmental or Animal Campaign) and Aviva Canada (Best Digital Marketing Campaign). To be fair, this was the first year Canadian organizations could enter the awards, and they certainly did so with gusto.
Voting campaigns may be losing appeal. In an informal snap poll, about 60 percent of attendees said “Hate ‘em” in reference to consumer voting campaigns. Keynote speaker Nancy Lublin of DoSomething.org explained her organization’s reluctance to participate in such efforts after an intern was able to drastically improve DoSomething.org’s rating in one such campaign in a matter of two weeks. These types of campaigns, Lublin says, are “impure.” Today, DoSomething.org will only participate in campaigns validated by third parties.
Critics are unavoidable. CMF President David Hessekiel cited three truths he’s learned from his cause marketing media interviews: reporters will always try to dig up a company’s skeletons that will reflect poorly on its cause efforts; no matter how successful and well-meaning a program, any minor oversight will make headlines before your actual impact on the cause; and, you won’t change the true cynics’ minds. For example, Walmart’s $1.5 million investment last year in much-needed infrastructure for food banks was met with criticism because it wasn’t a food donation. Don’t be dissuaded; the naysayers are inevitable. Proceed with caution and a good communications plan.
We’ve only scratched the surface of great cause marketing. We do an incredible amount of cause marketing tracking and believe we have a pretty good handle on the space. But a minute at the Cause Marketing Forum shows the volume of cause marketing is beyond measure. Sure you’ve heard of Pepsi Refresh and the American Express Members Project, but have you seen Liberty Mutual’s National Conversation Drive, A&E’s The Recovery Project or Cranes for Kids from Oshkosh and Carter’s? The company challenged kids to make 50,000 origami cranes in exchange for a donation of up to 50,000 pieces of clothing for Japanese children. They received 2 million.
Cause marketing is thriving, so we’ll certainly be back at CMF next year to stay on top of these exciting programs and new campaigns. We hope to see you there!
Tags: causemarketing CMF conference
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Creative Fundraising in a Challenging Economy
Tough times call for fresh tactics. The recent recession is still hitting foundations and nonprofits straight in the wallet. In fact, 87 percent of organizations surveyed say the economy continues to impact their daily operations. With so much at stake, nonprofits are coming out of the downturn with thicker skin and bold new approaches to fundraising.
The Austin Humane Society scrapped its sad stories of animal mistreatment and neglect in favor of something more light hearted. On its website and in one of its ads, a playful pup implores, “I’m not on Twitter, but I’ll still follow you.” Although grim advertising produced short-term relationships, the new approach is building lasting connections with donors. Donations are up 13 percent, and volunteers and adoptions are on the rise, as well.
Another nonprofit seeks a different sort of relationship with donors, one that is anything but lasting. “Once and Done” is the motto of Smile Train, a charity that provides free cleft lip surgery to children in developing countries. The charity’s direct-mail solicitation gives potential donors a unique proposition: “Make one gift now, and we’ll never ask for another donation again.” Yes, you read that right. Smile Train claims this “one gift” offer echoes the permanence of the very surgeries the funds help pay for and has shown “significant improvement” over the charity’s previous appeals. No doubt other nonprofits will be watching closely to see whether such a daring call-to-action proves sustainable over time.
Out of chaos comes innovation, and this tough fundraising climate has certainly bred its share of creative, and sometimes downright risky, appeals. But as these two campaigns demonstrate, it just may take an unusual approach to capture the attention and limited dollars of donors as they receive a growing number of urgent pleas for support.
*Posts under the "Knowledge Leadership" byline are authored by Whitney Dailey, Sarah Kerkian and Andrea List.
Tags: economy fundraising nonprofits
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The Nonprofit Business
Not satisfied to just sign a check, an increasing number of for-profit businesses are changing the rules of corporate philanthropy. Panera Bread Co. began its foray into more hands-on philanthropy a year ago when it converted a store into a pay-what-you-want (or at least, what you can) restaurant where proceeds are donated to charity. It was a bold experiment, but one The Associated Press reports has been successful. The store generates $3,000 to $4,000 a month in profit, money Panera is putting toward a job training program for at-risk youth. The company now operates three charitable restaurants and intends to open a new location about every three months.
Johnson & Johnson* is aiming to make it easier for its own consumers to connect to charities through a new endeavor called “&you.” The digital tool helps consumers find volunteer and donation opportunities, cause-related news, events and even nonprofit jobs, all in one spot. It allows nonprofits to “amplify” their outreach to volunteers, donors and supporters by aggregating their opportunities and information from a host of partner sites (including VolunteerMatch, Idealist, DoSomething.org, GuideStar and Network for Good). Users create a widget to post on their webpages or social media sites that refreshes as new opportunities appear that meet their interests.
Businesses give billions of dollars to charities every year, but the greatest source of donations is still individuals. As a result, companies are finding innovative ways to ensure they not only make a difference themselves, but that they provide simple tools and opportunities to maximize an even more powerful resource – the consumer’s desire to give.
*Cone client
Tags: corporategiving philanthropy
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Fundraising Machines
Robots aren’t taking over the world, but they wouldn’t mind taking your spare change.
Two pint-size automatons have hit the streets on three continents to ask passersby for their pocket change. DON-8r (“donator”) relies on coin donations to keep it moving throughout the streets of Scotland. It seems citizens weren’t particularly inspired by the little guy’s “hello, hello, hello” and color-changing head because DON-8r didn’t get very far. During a nine-hour test, he raised a little less than $43. Korean-made “Dona” used her robot charms to greater effect. Donning a red cape, she bows, blinks, waves and wiggles, all the while raising $30 an hour during tests in New York City’s Union Square and Korea’s Seoul Museum of Art. Unlike her Scottish counterpart, Dona stays stationary, and it’s hard to ignore her wide-eyed pleas for support.
Are robots the future of philanthropy? Unlikely. These little gizmos are at the mercy of thieves, mechanical malfunctions and street sweepers. And although they are novel approaches that will no doubt capture attention and a few dollars along the way, we know the keys to successful, sustainable fundraising are personal relationships and human stories. Then again, a Salvation Army Red Kettle that did a little dance for your donation would not be half bad.
Tags: fundraising philanthropy trends technology
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Are QR Codes the Key to Transparency?
Functional, free and even edible, QR (quick response) codes are giving new meaning to “look behind the label.” Marketers are employing QR codes in incredibly creative ways, but one of the most powerful and practical applications may be product and program transparency. A few recent examples:
• A Boston restaurant is whipping up calamari ink QR codes to tell diners about the origins and sustainability of the seafood on their plates.
• And a Boston nonprofit is using a QR code to enhance its cause marketing promotion with iParty and Fuddruckers. The campaign links the code to Quora, a question and answer site, to create what just may be a powerful new cocktail for cause marketing transparency. When consumers scan the QR code on the campaign’s paper icons, they’ll be taken to a unique Quora page where they can post comments, questions or access a list of FAQs pertaining to the program.
The demand for detailed information about cause-related and corporate responsibility efforts is growing, while product packaging is shrinking or disappearing altogether. New media tools help bridge this gap and offer new ways to give consumers the information they need to make informed decisions. QR codes and Quora might be a little premature for all but the savviest consumers, but it is an interesting and necessary experiment in the future of customized transparency.
Tags: transparency newmedia causemarketing innovation
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Looking Behind the Green Screen
It’s not all butterflies and rainbows when it comes to effective environmental advertising. Or is it? The Biennial Green Ad Language Study by the Soap Group found environmental language in ads is down – only nine percent of the 100 ads researchers examined included language describing the green attributes or benefits of the product, service or company, compared to 22 percent of ads in 2009.
But there’s more to these findings than meets the eye. The Soap Group notes, “This does not mean, however, that green was missing from ads. In fact we saw a disproportionate amount of ads implying sustainability through graphics with no linguistic reference to anything remotely green. Products (tires, servers, windows, shoes, makeup, etc.) were placed in forests, dangling in mid-air, and found resting in fresh fields in order to imply green.” Rarely were these images actually tied to product attributes or performance, the report notes.
Vague environmental imagery is a troubling trend in the green marketing space and poses a real risk of consumer misinterpretation. Cone’s recent Green Gap Trend Tracker asked consumers to “purchase” the most environmentally responsible of three generic cleaning products based on an isolated marketing approach. Nearly one-in-five (19%) consumers chose the product with a green image (pictured above) without any other indication it was better for the environment. Some consumers believed the environmental imagery indicated this product was safe for the environment (14%) or that it could even help reverse the effects of climate change (4%). The Soap Group study calls this implied environmental benefit the “face of greenwashing today,” and it’s hard to disagree. With the risk of such extreme consumer misperception, a mountain lake or virgin forest suddenly doesn’t seem so pristine.
Tags: research environmentalmarketing greenwashing
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Earth Day 2011 - A Billion Ads of Green?
This year’s Earth Day theme is “A Billion Acts of Green,” but it may seem more like a billion ads. Beginning with your morning coffee, you’ll likely encounter special eco-efforts all day long. Environmental Leader shares a brief round-up of promotions, and The Huffington Post highlights “Earth Day Freebies.”
If you’re overwhelmed, you’re not alone. In Cone’s 2011 Green Gap Trend Tracker, 51 percent of Americans said they are overwhelmed by the amount of environmental messages in the marketplace. But that doesn’t mean environmental marketing cannot be effective. To stand out from the green din on Earth Day, and all year, strive to meet these three evergreen rules for environmental marketing:
1. Be a resource – Provide sufficient supporting information to back up environmental claims at point of sale. Seventy-nine percent of consumers want companies to provide information about environmental commitments on the package to help them make informed purchases. And the Federal Trade Commission’s proposed revisions to the Green Guides will soon require it.
2. Be grounded – Tell a story that ensures what the product delivers is what consumers believe. Our research revealed consumers’ interpretations of environmental messages are often not aligned with product realities, which puts companies at risk for consumer backlash. Sixty-seven percent of consumers wish companies would do a better job of helping them understand the environmental terms they use to talk about their products and services.
3. Be realistic – Put environmental claims in a wider context with a humble, “work-in-progress” tone. Consumers value authenticity over perfection when it comes to environmental marketing. Three-quarters of Americans say it’s ok if a company is not environmentally perfect – as long as it is honest about its efforts.
Happy Earth Day!
Tags: EarthDay environmentalmarketing
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Charities Bank on ATM Donations
Move over SMS and QR, there’s a new acronym in the giving game – ATM. That’s right, the old automatic teller machine may have a new life as a powerful channel for consumer philanthropy.
Since March 14, a “Donate to Charity” button on Wells Fargo ATMs has raised $1.5 million for the American Red Cross for disaster relief in Japan. The month-long program is believed to be the first national effort by an American bank to solicit ATM donations. The campaign may owe its success, in part, to its simplicity. The program is flexible, allowing consumers to donate any amount from one cent up to $249.99, and each ATM automatically prints a tax receipt for the donation. But what really differentiates the effort from other giving applications today is there is no overhead or transaction fee – 100 percent of every donation goes directly to the Red Cross. Wells Fargo is also chipping in $500,000 of its own, as well as matching employee contributions up to $500,000.
Unfortunately, the effort ends today, but we hope Wells Fargo and its competitors pick up where this campaign leaves off. What could be better on an ATM than these words: “In lieu of a $2.00 fee, would you like to make a donation to charity?” Now that you could take to the bank.
Tags: disasters AmericanRedCross corporategiving donations Japan philanthropy
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A Message from What Do You Stand For?
Due to a substantial amount of comment spam we've received on this blog in recent weeks, we've decided to temporarily suspend our blog comment function in hopes of deterring the spammers. We hope to be up and running again very soon. In the meantime, please feel free to share any feedback with us at WhatDoYouStandFor@coneinc.com. Thank you!
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Do Execs Grasp Green?
It may not be news that consumers are often unaware of corporate environmental initiatives, but would it surprise you to hear corporate executives may also be out of touch? The 2011 Gibbs & Soell Sense & Sustainability Study revealed 88 percent of FORTUNE 1000 executives report their companies are “going green.” Yet, only 29 percent believe a majority of other businesses are committed to sustainability.
The disconnect is more than a little surprising considering the momentum in the space. New commitments are announced almost daily – from the world’s biggest brands to its smallest enterprises – across product lines, business functions and industries. Environmentally responsible products increasingly line our shelves, corporate environmental stories flood our inboxes and green conferences fill our calendars. So why aren’t executives recognizing these efforts among their peers? Are they truly unaware or are they downplaying other companies’ initiatives, at the same time, perhaps, as they are overestimating their own?
It’s difficult to know what is at the root of this data disconnect, but each of these explanations is troubling and signals a deep communications problem in environmental responsibility. Forget consumers for a moment. Executives should take a look inward and consider whether they are accurately assessing and communicating the depth of their own companies' environmental commitments and whether they are staying abreast of others’ efforts. A little green envy among peers will foster innovation and benefit us all.
Tags: green corporateresponsibility executives research sustainability environment
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Cause Countdown
In last Saturday’s New York Times, reporter Stephanie Strom featured nonprofits that close shop when the cause they set out to address no longer exists. “Mission accomplished,” the article said. And I replied, “Right on!”
Nonprofits often say they want to put themselves out of business, and I’ve long admired organizations that are truly working towards that goal. Strom’s article highlights Malaria No More, which is determined to end malaria deaths in Africa by 2015, and I would add UNICEF (Believe in Zero) and the National Breast Cancer Coalition (Breast Cancer Deadline 2020) to the list of nonprofits that are counting down to end their causes.
So why are corporate cause programs counting up? Sure, global causes are massive and no one company can do it all on its own – but companies can focus on smaller, yet meaningful targets that drive replication and yield significant results.
Global health is a great place to start. Just as March of Dimes achieved its original mission of eradicating polio in the U.S., Gates is now working to end polio worldwide. And companies who invest in health can end epidemics, too. Like polio, diseases that are preventable and long gone in developed nations are often major crises in emerging markets. Pfizer* is one company that’s not afraid to take a stand. It’s partnering with the World Health Organization to eliminate blinding trachoma by 2020.
But where are the other cool corporate examples? The truth is end goals for cause are rare – especially in the private sector. Let’s hope that is going to change. We must refocus our impact on solving problems as opposed to merely reporting beneficiary results. After all, isn’t that what sustainability is all about?
We’d love to hear your examples of corporations with specific commitments to solve issues. Share them here.
- Jillian Wilson-Martin, Account Supervisor
*Pfizer is a former Cone client.
Tags: corporate nonprofit results cause mission issue
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Nonprofits Turn to Social Media and PR to Guard Against Government Cuts
The economy may be slowly turning the corner, but there’s a bump in the road that has some nonprofit organizations backed into a corner. According to The Washington Post, Congress wants to cut about $30 billion from the budget – much to come from support to nonprofit organizations.
Government funding doesn’t benefit all 1.5 million nonprofits in the country, yet more than half (58%) of the organizations listed on The Cone Nonprofit Power Brand 100 receive at least some financial contributions from the government. Budget cuts will force many nonprofits to turn to cost-effective and efficient ways to get messages out that will resonate with supporters and lawmakers in an effort to retain full funding for their missions.
Planned Parenthood mobilized a social media campaign to fight back against proposed cuts to its government support called “I Stand with Planned Parenthood.” The organization asks supporters to take actions, such as signing an online petition (with more than 800,000 signatures to date), calling local legislators and texting, Tweeting and posting their support on social networks to build grassroots buzz.
Other organizations, including Children’s Leadership Council (CLC), a coalition of about 60 advocacy groups, are turning to public relations as a strategy to earn public attention without the need for large-scale paid media purchases to get messages out to constituents and lawmakers.
Budget squeezes for nonprofit organizations are nothing new. Many learn to operate on a shoestring budget from the outset. But for those that rely heavily on government support, the proposed cuts could be a tragic blow to their social missions. Hopefully, with large-scale public support rallied in advance of the cuts passing, Washington will hear the voices of citizens who rely on these leading nonprofits and will choose to soften the budgetary blow.
Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: nonprofitpowerbrand100 nonprofitcausebranding awareness campaigns fundraising engagement
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Cruising for a Cause
What my clients want, they get. So when one told me I deserved a vacation, I listened! My husband and I jumped ship and booked a two week cruise to the Caribbean. It was relaxing, romantic and fun – and we enjoyed every minute (cue double rainbow – seriously, a double rainbow!).
But even with my new shades, I couldn’t help noticing Royal Caribbean International’s cause program. Overall, I was impressed, but, of course, I have some ideas on areas for improvement too.
Royal Caribbean has a number of community partnerships and prioritizes employee volunteerism as part of its GIVE (Get Involved Volunteer Everywhere) platform. Of all its programs, the most guest-facing is its partnership with Make-A-Wish Foundation. Since 2000, Royal Caribbean has hosted more than 1,000 Wish kids on its cruises and contributed approximately $3 million of in-kind services. During the cruise’s opening show, guests are introduced to the partnership via video, and throughout the trip, Make-A-Wish is included in various communication channels (e.g., in-room TV advertisements, featured tidbits in the daily “Cruise Compass” and a special flag is flown when a Wish family is onboard). These efforts culminate in a Walk for Wishes, in which guests purchase $10 Wishes at Sea T-shirts and join employees for a mile walk around the ship. On our cruise, guests donated nearly $2,000!
Amazing results, right? Absolutely! It’s a great cause, but it made me want more. While communications about Make-A-Wish on our cruise were abundant, they didn’t fully explain Make-A-Wish’s mission or Royal Caribbean’s results. Being the nosy person I am, I asked other guests (many of whom were international travelers) what they thought about the program and most of them didn’t understand who Make-A-Wish was or what they do. And they aren’t alone – while the cruise activities staff was highly knowledgeable about Make-A-Wish, waiters, chefs, stateroom attendants and others had little understanding and displayed minimal passion for the program. Also, the first time I heard of the partnership was onboard – where was the information when we were planning our trip?
Bottom line, Royal Caribbean and Make-A-Wish have a great program, but it could benefit from some of the market innovations we’ve seen this past decade. Royal Caribbean describes itself as the “Nation of Why Not” and I wish they would channel this energy for their cause. Why not leverage new media? Why not empower consumers through choice, personalization and deeper engagement opportunities? Why not incentivize employee participation? Why not highlight the partnership’s fantastic results and emotionalize the power of a purchase via social math?
I wish for the why not!
- Jillian Wilson Martin, Account Supervisor
(Full disclosure: Make-A-Wish is a former Cone client and Royal Caribbean participated in Destination Joy, a campaign Cone helped create in 2007.)
Tags: employees events cone awareness fundraising engagement causebranding
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Americans Value Honesty Over Perfection In Environmental Marketing
Three years after Cone conducted its 2008 Green Gap Survey, the latest look at Americans’ perceptions of environmental marketing claims proves not much has changed. Sadly, consumers are still confused and overwhelmed, according to the 2011 Cone Green Gap Trend Tracker.
The data reveal many consumers misinterpret common phrases used in environmental marketing – thinking terms such as “green” or “environmentally friendly” indicate a positive impact on the environment (41%) – giving products a greater halo than they may deserve. Despite their misinterpretations, consumers don’t take environmental claims lightly. Most say they will punish a company by boycotting a product (71%) or even a company’s entire suite of products (37%) if they find an environmental claim to be misleading.
A recent controversy at risk of consumer backlash is the case of S.C. Johnson’s “Greenlist” label on its Windex and Shout products. A civil lawsuit raised questions about consumer deception, saying the Greenlist label implied third-party verification, when in reality it is a self-imposed label and rating system. Although the 2011 Cone Green Gap Trend Tracker found that a majority of consumers (51%) interpret an environmental “certification” on-pack to mean it has been verified by a credible third party, the Greenlist case proves this is not always an accurate assumption.
There is hope for marketers taking an authentic look at their companies’ environmental impacts – a majority of consumers (75%) say a company does not need to be environmentally perfect, as long as it is honest and transparent about its efforts. But consumers do want companies to help them better understand the environmental terms they use (75%), even by providing detailed information on-pack so they can make informed shopping decisions at the point of purchase (79%).
Americans today are interested in environmentally responsible products, yet they clearly need more information to make the right decisions. Generic claims will no longer cut it among discerning consumers; therefore, corporate claims must be accurate and properly aligned with consumer perceptions. Companies must be transparent to garner trust or risk facing the consequences.
The full 2011 Cone Green Gap Trend Tracker is free to download on the Cone website.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: cone corporateresponsibility transparency environment sustainability marketing labels research
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Recruit, then Activate: Building an Engaged Facebook Following on World Water Day
Today is World Water Day, an international day of awareness and action in support of our planet’s growing water needs. World Water Day reaches people around the world, from the one in seven people worldwide who lack access to clean water to the companies, NGOs and governments that support this important cause.
Watch ITT Watermark’s “Water is Life” video, which demonstrates the impact ITT Watermark has achieved in countries around the world.
ITT (Cone client) is taking action on World Water Day through its corporate citizenship program, ITT Watermark. For the second consecutive year, ITT is hosting a week-long Facebook campaign to raise funds to deliver clean water solutions to communities around the globe. This year, ITT will donate $1 for each post, comment or “like” on the ITT Watermark Facebook page, up to $10,000 (between March 21 and March 25). Funds raised will support ITT Watermark’s nonprofit partners: Water for People, Mercy Corps and China Women’s Development Foundation.
The 2011 campaign builds on the success of last year’s Facebook initiative, through which ITT donated $1 for each new Facebook “fan.” The evolution of ITT Watermark’s Facebook campaign demonstrates the effectiveness of a tried-and-true social media strategy: first, build your audience; then activate them. After recruiting thousands (4,486 to be exact!) of new fans during the 2010 campaign, this year ITT is focused on activating fans by engaging them in dialogue. The campaign was designed not only to incentivize participation (by offering a $1 donation for taking a turnkey action); its structure, by default, creates dialogue. Throughout the week, users will be asked to answer trivia questions, offer opinions or post photos, all of which trigger a $1 donation. The planned result? This influx of consumer-generated media will encourage others to join the conversation and build a stronger sense of community on the page.
If you’re looking to join millions in taking action on World Water Day or just have something to say, visit ITT Watermark’s Facebook page and ITT will donate $1 for your two cents!
- Kate Dyer, Senior Account Executive
Tags: causebranding campaigns newmedia global
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A Long-Term View for Relief in Japan
Japan is facing the aftermath of one of the most devastating natural disasters in recent history – a 9.0-magnitude earthquake followed by tsunami, which caused a nuclear crisis. The series of events is almost unimaginable, and though the damage is high the outpouring of financial support from consumers and companies is notably lower than other recent natural disasters, including the Haiti earthquake last year, Hurricane Katrina in 2005 and the Indian Ocean tsunami in 2004. Why the discrepancy? It may have less to do with human compassion than with simple pragmatism. Here are several factors at play:
- Factor 1: Japan is a developed nation with the third largest economy in the world. Its infrastructure and resources far outweigh that of developing nations where crises also occur, such as Haiti.
- Factor 2: The Japanese government has not issued a call for support from other nations, and in fact, turned down offers for assistance.
- Factor 3: Nonprofit organizations in Japan, such as the Red Cross, have demonstrated a similar reticence to accept outside assistance from global affiliates.
- Factor 4: Where do you start? As the nuclear crisis continues to escalate, there is not a clear understanding of where Japan’s biggest short or long-terms needs are.
With such reserve from the government and aid organizations, it is hardly surprising that consumers and companies alike may not be responding with the same fervor as we have seen in the past. Despite our tendency to make comparisons, disasters are not all created equal.
Companies looking to support Japan as it assesses damage must realize this disaster may call for a different approach than for those that came before. Japan has resisted some of the immediate support offered, yet that is not to say aid is not desperately needed. The domino effect of the earthquake, tsunami and nuclear crisis paints a picture of a disaster that will demand more than immediate assistance. The best strategy a company can employ is not to have a short attention span.
Instead of sending volunteers, financial assistance or other assets in the short-term, which may not be used effectively or may actually create challenges for distribution on the ground, companies should instead create a thoughtful plan that will help the nation in the long-term, once mass media attention has died down and the nation looks to rebuild. Having patience to assess the needs will prove difficult for companies and American citizens alike, because, traditionally, our country’s largest outpouring of donations and compassion occur as we see the faces of the devastation in real time.
It’s in all of our interests to see Japan recover quickly. With a plan already in place, companies will be prepared to leverage their unique assets when the call for aid finally comes. For now, sit back, assess what the need is, listen to what the ask is, then give what and where it is needed most.
Cone offers the following five evergreen tips for corporate disaster response planning:
read more...
Tags: employees fundraising crisispreparedness donation corporategiving crisis
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Women's Empowerment: Not Just a Social Issue
Tuesday marked the 100th anniversary of International Women’s Day. Stories about women flooded the media, many featuring companies that have dedicated cause-related programs addressing everything from women’s health, to education, to self esteem. Amazing, forward-thinking programs recognize that women play a critical link in many of our global issues, and when we lift them up, society follows. With a topic so widespread and complex, companies must do more than create external programs. They must also look within their own walls to sufficiently recognize and reward the contribution of women.
Unfortunately, the statistics indicate this is not always happening: Women are under-represented in leadership roles, yet organizations with the highest rate of women in board leadership can increase return on equity by as much as 53 percent. Women are still paid significantly less than men in the workforce, despite holding more bachelor’s degrees and graduating with higher GPAs.
A gap exists that can be closed. The work by companies to empower women is not yet done. Businesses with an external stance on women’s issues should also look inward, to determine a strategy to empower women within their own walls. Women have huge potential to impact the global economy, and companies have the opportunity to foster and benefit from this momentum, sparking change from within. Women’s empowerment is not just a social issue, but also an operational and business imperative.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: corporateresponsibility causebranding employees awareness
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100% Recycled Paper: The Big Reveal
Last month, Cone wrote about a beta tool called Sourcemap. Below, Cone’s vice president of corporate responsibility, Liz Gorman, takes a deeper look at Office Depot’s plans to offer more transparency to customers, and how it relates back to the company’s own environmental commitments.
In a recent article, Office Depot and one of its suppliers, New Leaf Paper, revealed plans to launch a new kind of app using Sourcemap, which will allow purchasers to trace the source of their 100 percent recycled office paper. The intent is to demonstrate that 100 percent recycled paper originates from a waste paper collection facility and not some pristine forest. For some consumers, accessing this app may be just the impetus they need to spend the premium for 100 percent recycled paper and have peace of mind. If you’re curious about how Sourcemap works to trace paper back to its source, watch the short video in this GreenBiz article.
One thing the Sourcemap video doesn’t answer is how 100 percent recycled paper (meaning it’s made from 100 percent post-consumer recycled content) stacks up against paper made from 100 percent virgin fiber or a blended mixture of virgin and post-consumer content. I think buyers will need to be convinced that 100 percent recycled paper has, when all is said and done, a smaller environmental footprint than other options. Personally, I’m convinced that 100 percent recycled paper is a better option, but I had to do some digging and turn to the experts to find out. Office Depot may want to consider this before officially launching Sourcemap later this year.
As Marc Gunther pointed out in his post, all of this is aimed at selling more recycled paper. Not only will this benefit the bottom line, but it may also help Office Depot demonstrate its environmental leadership around three stated commitments: Buy Green, Be Green and Sell Green. I did some probing to find out more about Office Depot’s environmental responsibility and how 100 percent recycled paper fits into the mix.
The first thing I discovered is that lots of things get tracked and measured at Office Depot, nearly 50 key performance indicators – everything from the estimated average pounds of CO2 per customer delivery, to the number of ink and toner cartridges that customers recycle. So I wasn’t surprised to see that Office Depot tracks its internal paper purchases, including the average amount of post-consumer recycled content that’s in the paper it uses. And guess what? The paper Office Depot used in 2009 for internal purposes contained, on average, 28.8 percent post-consumer recycled content – down from 32.4 percent in 2008. Not a lot of 100 percent recycled paper being used there. (No reporting available yet on 2010 purchases.)
Maybe I’m an idealist, but I do believe when a company pushes an environmentally preferred product by creating a special barcode on the package so buyers will watch a video on their mobile device and be convinced of the product’s benefits, then the company should make the same choice. But I’m also a realist, and I know cost is king, even when you want to be an environmental leader.
- Liz Gorman, Vice President
Tags: supplychain corporateresponsibility environment transparency sustainability
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Out with Transparency: In with Transparent Brands
This week the Sustainable Apparel Coalition – comprised of big brands such as Patagonia, Timberland and H&M – announced efforts to build a database of the environmental impacts along the apparel production supply chain. Eventually, the database will help ensure every garment sold has a consumer-facing sustainability score, clearly communicating impacts to the purchaser in a form they understand.
Companies in the coalition come from different points along the sustainability journey, yet each is willing to share operational challenges and collectively focus on issues that matter to the industry. Engagement with other companies, nonprofits and government organizations to realize shared solutions is a win for all involved. More importantly, it brings corporate operational challenges and innovations to consumers in a relevant and approachable way.
Although transparency can be scary for companies and most organizations are still in the nascent stages, building a transparent brand is the new path to better business and brand trust. Cone’s senior vice president, Jonathan Yohannan, shares his thoughts on what it means to be a transparent brand – including 10 essentials for building one – on our website.
Have you been impressed by how a transparent brand has made operational issues accessible and relevant to consumers or other stakeholders? We welcome you to share your examples below.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: corporateresponsibility transparency labels sharedresponsibility
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The Silent Sports Trade: Sex Trafficking
I am an athlete, I am a fan, and I am a woman.
As an athlete, I celebrate. I celebrate the skills and lessons I learned on the field (and truth be told, sitting on the bench).
As a fan, I cheer. I cheer because I love the feeling of solidarity and community that comes from a shared commitment to a local or professional sports team.
But as a woman, I cringe. I cringe because I know that some of our most celebrated sporting events, from the Super Bowl to the World Cup, are also the occasion of a terrible crime: the sex trafficking of tens of thousands of women and children.
Experts estimated that as many as 10,000 prostitutes descended on last year’s Super Bowl in Miami, many of whom were trafficked. And it’s not just American football. Tekla Roberts, a trafficking survivor and anti-trafficking activist, spoke of her first-hand experience at NASCAR races and golf tournaments.
A study by the Future Group noted that during the year of the 2004 Olympics in Athens, the number of known human trafficking victims nearly doubled. With more than 2 million people trafficked each year globally, most of whom are women and girls, the problem is obviously larger than sporting events. But because of its high profile, the sports industry has a unique opportunity to address this issue.
So what are the changemakeHERS among us doing to tackle this problem? Experts in this field often point to the 4P approach to combating trafficking: prevention, protection, prosecution and policy.
There are a few interesting examples involving individual Changemakers from the sports and airline sectors. One such example is Trafficking911, which launched its “I’m not buying it” campaign around the 2010 Super Bowl. Several athletes, including Dallas Cowboy Jay Ratliffe, got behind the effort and recorded a compelling video stating “real men don’t buy sex.”
The Airline Ambassadors, the industry’s relief and development organization, partnered with the nonprofit Innocents at Risk to educate airline personnel and issue procedural guidelines for addressing suspects of trafficking on flights. Free Generation International launched its “RED Card against Trafficking” campaign in conjunction with the 2010 World Cup in South Africa, but it struggled to find corporate partnerships willing to associate their brands with this important but difficult issue.
These efforts are commendable, but to really make change in an issue that crosses sports and countries, companies need to get involved. Having worked for the past seven years in corporate responsibility at Nike, I was incredibly fortunate to broker partnerships between my company and nonprofits around the world. We focused on supporting programs that leveraged the power of sport to bring about positive social change, from women’s empowerment to conflict resolution. But it is time for us to also work with this industry to address the dark underbelly of its own events.
I look forward to hearing ideas and solutions from the community of ChangemakeHERS about how to help the sports industry realize its full potential when it comes to empowering and protecting women.
- Ziba Cranmer, Vice President
This post was written for and posted by Ashoka's Changemakers Idea ExChange Blog as part of its 2011 HERS Campaign in celebration of International Women's Day.
Tags: global causebranding superbowl cone events trends employees
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Whole Foods Adopts Transparent Animal Welfare Ratings
This summer I’ll celebrate a decade of being vegetarian (yeah, I’m getting old). Being a veggie isn’t always easy, and I can’t say I haven’t cheated on occasion (for some reason, I really craved buffalo wings when I first started), but year after year the cause has stayed important to me.
But this post isn’t about me; it’s about Whole Foods’ new animal welfare ratings. Last month, the world's largest retailer of natural and organic foods announced the launch of the 5-Step Animal Welfare Rating Standards, a new labeling system designed to educate consumers on the living conditions of the meat (pigs, chickens and cattle) they eat.
What does it all mean? The ratings are determined by independent third-party certifiers using auditors trained by the Global Animal Partnership (GAP). Essentially, the higher the step, the better the conditions for the animal. Step 1 equals “no crates, no cages,” meaning the “animals live their lives with space to move around and stretch their legs.” Step 5+ means the animal has enjoyed Step 1-5, including a “pasture-centered” life and living only on one farm.
Though organizations like PETA have been remarkably silent, others have questioned the transparency of these standards, including Certified Humane which compares GAP with other ratings available to Whole Foods. To be fair, Certified Humane offers a competitive rating system to GAP’s so it’s bound to be pushing for the use of its standards, but some of the issues it raises are worth noting. Even at Step 5+, the best rating, GAP does not have standards for slaughtering, does not guarantee animals are allowed dark/sleep periods and does not ensure animals receive disease prevention health care.
Compassion is the number one reason I choose to avoid meat, and, as of 2003, 96% of Americans agree animals deserve "some" protection from harm and exploitation. While I would love to see greater transparency in Whole Foods’ current initiative and a shift from publicizing humane treatment to requiring it across its supply chain, I appreciate the operational challenges that must exist and personally applaud the company for taking this important first step.
In the meantime, I’m eager for Whole Foods to apply these standards to other animal products and bi-products and look forward to a day when Whole Foods expands the program to include Step 6: No animal life was sacrificed to produce this product.
- Jillian Wilson, Account Supervisor
Tags: activism corporateresponsibility transparency labels retail
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Technology Supporting Product Transparency
For consumers who are increasingly concerned about how the products they buy are sourced and made – there’s a (m)app for that. Sourcemap, developed by a team from the MIT Media Lab, is an open-source, volunteer-driven website that maps the supply chains of consumer goods. Individuals will soon be able to determine the carbon footprint of all the goods they consume, from orange juice to Xbox 360s. Sourcemap is in the early stages of adoption and the list of goods that have already been mapped is limited but, fortunately, a partnership between Office Depot and New Leaf Paper is bringing the tool to mass market attention.
Image via Sourcemap.org
Sourcemap is not alone. A new era of technology-aided tools is bolstering corporate transparency and helping consumers understand the source and make-up of their favorite products. Good Guide provides a mobile barcode scanning application that works in real time, telling consumers the health, environmental and social impacts of products. For those who want a more qualitative experience, there is Social Yell – an online community that allows users to search and share information about socially responsible companies.
Disclosure of this caliber can be scary, but it can actually work to a company’s benefit. Cone’s research shows consumers want to be engaged in helping companies become more responsible and tend to be more forgiving of those that have put forth the effort to build a dialogue. Transparent brands will undoubtedly reap the greatest reputational benefits, helping to foster trust and loyalty among current and potential consumers.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: sustainability supplychain environment enagement newmedia corporateresponsibility transparency
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Insights from a Master Storyteller
Cone launched its new agency speaker series last week with a presentation by filmmaker and activist Socheata Poeuv whose award-winning documentary, “New Year Baby,” resonated deeply with many of our staff. New Year Baby, a film about the Khmer Rouge genocide in Cambodia, begins with a stunning revelation about Poeuv’s family, survivors of the genocide, and takes us through a highly personal and poignant story as she visits Cambodia to learn more about her parents’ past.
When Poeuv spoke to us after the screening, she focused less on the plot of the movie and her animated family and more on the storytelling techniques she employed, which made for a riveting film that both educated and inspired its viewers. A few of the lessons she shared struck me as universal truths for any cause-related video, whether a 30-second spot or a full-length documentary:
- Showcase the “at stake.” This is the heavy, consequential implication of the issue you are facing. It may innately be personal – in Poeuv’s case, the role of the Khmer Rouge in redrawing her family tree – but it should be told in a way that’s universal, to ensure it resonates with every viewer.
- Ensure an ebb and flow of tension and relief. A moment of humor or a change in perspective is a courtesy to viewers to make sure they don’t drown in the heavy moments of your video. The issues at stake are grave, but the seriousness of the message won’t necessarily be lost with a moment of levity. In fact, audiences need, and often respond to, lighthearted moments, too. Releasing built-up tension can help your audience better absorb the gravity of the situation without being overwhelmed.
- Provide a resolution. In “New Year Baby,” the resolution was Poeuv and her family’s return to their home in the United States. It signaled they learned something deeply unsettling about the past, but still have hope for the future. No matter the issue, what a critical, uplifting and persuasive message to leave with an audience: there is hope for the future, and by the way, here’s how you can get involved.
Has your organization told a compelling story about your cause using video? Consider entering it into the DoGooder Nonprofit Video Awards taking place now on YouTube.
- Sarah Kerkian, Insights Supervisor, @sarahkerkian
Tags: cone entertainment causebranding children parents bestpractices activism global
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Laws that Encourage the Triple Bottom Line
California introduced a bill this week that will make it easier for businesses to pursue a social or environmental mission with equal fervor as they pursue profits. The classic argument against corporate social responsibility initiatives is that they interfere with the primary responsibility of business – to drive shareholder returns. This sentiment is often used against investment in social or environmental issues, as current law in many states allows shareholders or investors to sue companies taking environmental or social measures that negatively affect shareholder financial returns (such as a philanthropic donation or investment in energy retrofits). The proposed bill would establish a new model of business called a “flexible purpose corporation,” allowing companies in California to give equal weight to all elements of the triple bottom line.
The California bill is the latest in a number of proposals on the state level to encourage responsible business practices. Nonprofit organization B Lab advocates nationwide for what it dubs Benefit Corporations – “a new class of corporations that are required to create a material positive impact on society and the environment.” Maryland and Vermont have already enacted Benefit Corporation legislation and several other states are following suit by introducing bills for review.
For years, Cone has studied and preached the business case for engaging in cause and corporate responsibility activities. We know these efforts can help drive reputation, employee loyalty and sales for companies. Yet the focus on short-term shareholder returns still exists as the biggest barrier to doing good. With legislation supporting new, dual-benefit business models – such as flexible purpose corporations and Benefit Corporations – business and social good can live together in harmony. We are encouraged by the efforts in California, Maryland and Vermont and look forward to seeing the potential influx of for-profit companies with social and environmental missions baked into their DNA.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: Leadership sharedresponsibility trends corporateresponsibility causebranding
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Nonprofit Social Media Faux Pas: A Lucky Mistake
An accidental tweet came across the American Red Cross’ Twitter stream this week, giving the nonprofit reason to feel dizzy.
The American Red Cross has handled this error incredibly well. So well, in fact, that it should be a model for others to follow. Here is what they did right:
- Moved quickly
- Removed the tweet
- Acknowledged that nothing is ever *really* removed from the internet
- Admitted the error ON TWITTER with a witty follow-up
- Took further responsibility for the error in a blog post that was honest, authentic and appreciative of folks who recognized it as a simple mix-up
- Laughed at themselves
Not all social media faux pas are as innocent as this one, but it is a terrific example of turning a potential negative into a positive through active social media participation.
- Mike Hollywood, Director of New Media, @mikehollywood
Tags: nonprofitcausebranding newmedia crisis donation
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Not Just a Crisis Issue – Transparency as a CR Opportunity
The heated discussion around the Taco Bell lawsuit for using only 36 percent beef in its tacos has been wrongly framed. Although many view it as a crisis communication challenge, it is in fact a symptom of the company’s misaligned corporate responsibility priorities. 
Taco Bell’s punchy response – “Thanks for Suing Us” – reaffirmed its lack of serious commitment to the issues that matter most. Stakeholders today are demanding greater transparency and assurance from the companies they patron. This lawsuit should serve notice to several players in the quick-serve industry – be transparent and honest about ingredients, whether it’s 87 percent turkey or 100 percent beef.
Today’s consumers will embrace Transparent Brands – those that demonstrate a laser-focus on issues that matter, openly share operational challenges without spin and make a commitment to honest engagement as a path to innovation.
Taco Bell can’t promote 100 percent beef like other quick-serve competitors. But the company’s response, indicating that consumers don’t care or expect less, isn’t true or sustainable. Competitors that can offer better ingredients should pounce. Transparency is the new brand opportunity.
- Jonathan Yohannan, Senior Vice President
Tags: qsr corporateresponsibility transparency health crisis
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Why to Think Twice About Cause Voting Campaigns
Pepsi Refresh made a huge splash with its launch in 2010 and, more than a year later, it’s still getting a lot of attention. With all the fanfare, it’s hardly surprising it has caused a bit of a stir in the cause marketing world as companies consider whether a voting campaign could also be their best bet for consumer engagement. Before you dive in, consider some challenges unfocused voting campaigns face:
1. Impossible oversight: Despite Pepsi’s best efforts to police it, allegations of cheating and fraud continue to plague the campaign. With so many organizations competing, it’s virtually impossible for Pepsi to vet the organizations and keep tabs on their activities, particularly the smaller ones who are off the radar.
2. Scattered results: Reporting results is another challenge because these programs focus on so many issues, at so many levels, in so many places. They can talk about dollars given, number of organizations funded or estimated number of people impacted, but the question will remain as to the deeper level of impact they may have made on any given issue.
3. Conflicting returns: Recent results indicate Pepsi Refresh may have bolstered the company’s brand among consumers, but because there is no direct product tie-in, it hasn’t had the same positive effect on sales. Pepsi seems sated with the positive consumer engagement and buzz, but other companies may expect different results.
4. Resource drain: The voting trend is forcing all nonprofits to continually tap their networks of donors and supporters for votes. Consumers will tire, and it’s a drain on resources for all organizations, particularly the small.
5. Lost cause: As the saying goes, when you don’t stand for something, you stand for nothing. This is a risk companies face with such a broad approach. Even with millions of dollars in grants, it’s hard to articulate what Pepsi stands for today, which is not a promising indication for long-term brand equity.
The key point is that open voting campaigns, like Pepsi Refresh, come with a unique set of challenges and considerations. This unfocused model is not a sustainable way to engage stakeholders and achieve long-term brand equity or social outcomes when used as a stand-alone strategy. However, some companies are taking a more focused approach by limiting voting to strategic partners or issues, which can be powerful ways to engage consumers while reinforcing what they stand for. We anticipate the voting trend will steer away from an unfettered list of causes and organizations, and companies will better harness their consumers’ desire to have a voice by deepening engagement within a strategic cause.
To view Cone’s full POV about voting campaigns, including best practices, visit our website.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @Casey
Tags: causebranding campaigns trends superbowl
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Advertisers Must Use Creativity to Drive Change
It’s not enough for ads, and today’s advertisers, to just sell things – they have to change things, too. In fact, consumers identified advertising as one of the best channels for companies to communicate their good deeds. In response to the demand, some ad experts are stepping up to the plate, using their skills and creativity to foster an advertising-fueled revolution – for good.
One can scarcely discuss advertising at this time of year without mentioning its biggest stage – the Super Bowl. This Sunday, brands will spend an estimated of $270 million to capture the attention of American consumers. Although some companies in the past have used the forum to promote the causes they support, one advertising firm is asking its comrades to go a step further. ADD or DELETE is a campaign encouraging individuals to identify which Super Bowl ads they think “add” to society and those which should be “deleted” from the marketplace – raising awareness for how dollars could be better spent. In addition, the firm issued an ongoing challenge to advertisers to re-direct five percent of global ad spend to support global good, representing about $25 billion annually.
No Right Brain Left Behind is an initiative challenging teams from creative industries to craft products and approaches that promote creativity in education. Led by several advertising heavyweights and in partnership with Social Media Week 2011, the call-to-action will address widespread problems such as poor math scores and falling graduation rates. The initiative plans to pilot winning submissions for how to make school curricula more creative in 2011 and 2012.
Companies – including advertising agencies – are being held increasingly accountable for helping to solve social and environmental issues. Solutions require each entity to leverage its unique assets and marketplace influence for the greater good. So, as you’re rating the ads this Sunday, ask yourself if your industry has answered the call and how your organization can do its part to better leverage the incredible outlet and significant dollars advertising provides.
Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: causebranding campaigns superbowl
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Corporate–Nonprofit Partnerships: What to Do in a Crisis
The Global Fund to Fight AIDS, Malaria and Tuberculosis in Africa is under fire after revealing “grave misuse of funds” in four countries where it operates. The Fund released its report last year, but an Associated Press story brought renewed attention to the situation this week, revealing the Global Fund is demanding the recovery of $34 million in grants out of $13 billion.
In the U.S., the development fund may be better known as the NGO behind the (PRODUCT)RED cause brand. (RED) is backed by a house of iconic brands, including Starbucks, Apple, NIKE and American Express, who have successfully helped generate more than $160 million for the Fund through a unique licensing agreement to sell (RED)-branded merchandise. For these or any companies facing donation fraud or other crises within their cause partnerships, we recommend the following short-term measures to help protect the cause brand and retain consumer trust:
- Review existing NGO/cause partnerships to confirm whether credible auditing is in place and whether audit results are accessible to the company and its stakeholders.
- If any doubt exists, make a formal request to partners for information and escrow further donations until such auditing and results are confirmed.
- Prepare a reactive public statement to this effect, for use in the event of media or consumer inquiries. Make sure appropriate employees – from customer service representatives to store managers – are armed with this statement to respond to questions in real time.
- For major ongoing product-based partnerships such as (PRODUCT)RED, post the statement on the media page of the company’s website. Encourage consumers to continue supporting the cause, but assure them their money is safeguarded until it will have the social impact the company desires.
- Keep consumers informed of any changes in how their money will be directed as things progress.
Visit our website for Cone’s full POV on the Global Fund crisis.
Posts under the Knowledge Leadership byline come from Knowledge
Leadership team members Sarah Kerkian and Casey Brennan. Follow us on
Twitter: @ConeLLC, @SarahKerkian, @CaseyB
Tags: corporatepartnerships causebranding global nonprofitcausebranding crisis employee
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Interactive Tools to Communicate Complex Issues
As interconnected as our world is today, it is still difficult to understand the impact of a natural disaster or serious issue from afar. To help bridge this divide, organizations are creating interactive online tools to better connect individuals to global issues, making them more relevant than ever before. Two disaster-related examples caught our eye this week:
IfItWereMyHome.com – a visualization tool that allows users to overlay the map of an area affected by disaster (the BP oil spill or Pakistan flood) atop a map of their own communities. For example, we can compare the devastated area in Pakistan to our office location in Boston, which shows the flood area would extend along the entire east coast. Suddenly, we realize the true extent of this disaster in proportions we can understand. Once users are attuned to the scope of the disaster, the site offers some further information and opportunities to donate.
The Haiti Aid Map – a collaboration of InterAction, BCLC and FedEx – details NGO efforts in Haiti following the 2010 earthquake. The map pinpoints 486 efforts underway by 77 different organizations, allowing visitors to search by topic, community or organization and learn more about what efforts and progress are happening within each. As the challenges in Haiti persist a year after the earthquake, donors may be questioning whether their dollars are being used effectively. Ideally, this site will bring a heightened level of transparency and coordination to the many efforts on the ground and ensure the continued flow of support.
Interactive “on-the-ground” tools like these are a trend to watch in 2011 as the demand for transparency and accountability in the cause space grows. But they should not be restricted to disaster response. It’s a technique that other large national or global causes should also adopt, as it invites consumer engagement and promotes organizational transparency and accountability – both things sometimes in short supply.
Tags: transparency global trends engagement causebranding crisis newmedia
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How to Demonstrate Cause Impact
As consumers become savvier about social and environmental issues, organizations are continually challenged to deliver sophisticated programs with an eye toward transparency. One way companies can keep up with consumer expectations is by communicating progress toward stated goals or measuring the results of programs in relevant and compelling ways. We took stock of the ways organizations are reporting results and consumer impact and identified six common approaches:
- Ongoing Tracking – Results are continuously updated in real time
Pro: Real-time reporting motivates consumers to get involved to help move the ticker
Con: Demonstrates collective impact, not necessarily impact of individual
Example: “GE Plant a Bulb” - every time someone views a video on its website, GE will donate a flower bulb. It keeps a running tally of bulbs planted on the campaign page. - Interactive Impact Calculator – Impact is shown through an interactive calculator
Pro: Invites consumers to crunch the numbers and instantly understand how their personal donation or action will impact the cause
Con: Does not necessarily capture the ongoing, collective progress of the campaign
Example: Starbucks “The Big Picture” - Starbucks shows its impact through a customized impact calculator where consumers can enter the number of cups they save per day by using a reusable mug to see how many trees they save over 50 years. - Storytelling – Impact is communicated by sharing personal stories of people who were affected by the issue and helped by the program
Pro: Makes the outcome real through human connections that satisfy consumers’ emotional needs
Con: Is abstract and lacks a quantitative component to demonstrate overall progress
Example: Downy “Touch of Comfort” – Downy demonstrates impact by providing follow-up stories of kids who spend their nights away from home and benefit from the gift of a quilt from Downy. - Customized Mapping – A customized map shows consumer impact – locally or globally
Pro: Makes the contribution tangible to each individual and is an excellent way to localize a national or global campaign
Con: Does not necessarily show the collective impact of the campaign
Example: Odwalla “Plant a Tree” – for every visit to related parks, Odwalla will pay for a tree to be planted. Consumers can choose a state and locate their tree online. - Mosaic – Consumer effort (making a donation, signing a pledge) helps complete a visual mosaic representing the campaign
Pro: Makes consumers’ contribution fun and essential to “complete” the whole picture
Con: Although they are a necessary part of the whole, consumers may feel lost in the large picture
Example: The Body Shop “Stop Sex Trafficking” – by signing the petition, consumers will help The Body Shop raise awareness about the terrible crime of sex trafficking. With the visual roster, consumers can see the names of those who have signed the petition. - Social Math – Potential consumer impact is demonstrated through a simple, clear (often one-to-one) equation
Pro: Makes overwhelming issues (e.g., preventable diseases) more approachable; showcases how consumer action has a true, measureable result
Con: Consumers still want to know the overall outcome which requires additional reporting (e.g., 1 pack = 1 vaccine, but ultimately how many lives are saved?)
Example: Pampers “1 Pack = 1 Vaccine” – for every product bought, Pampers will provide UNICEF with funding for a life-saving vaccine to protect a mother and baby against tetanus.
There are a variety of fun and compelling ways to share results with consumers and help them understand their contribution – but don’t forget that these are reporting outputs (e.g., one million online signatures), not outcomes (e.g., reduction in sex crimes). Reporting results is step one in the process, but consumers still want to hear the full story of how you’ve made an impact on the social or environmental issue at hand.
Tags: trends newmedia communications causebranding campaigns
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Keeping Your Cause Top-of-Mind in 2011
The 2010 holiday fundraising push has come to an end, but that doesn’t mean communication of your philanthropy or cause program should fade with the timely tax incentive. In fact, Cone research shows 90 percent of consumers want to hear about corporate cause efforts and 75 percent want to know the resulting impacts of corporate/nonprofit partnerships.
So as we emerge from the end-of-year whirlwind of promotions and fundraising pushes, don’t forget to reflect and say “thanks.” At minimum, the TOMS note touched our employee enough to chat about and share the nice gesture with others (potential customers). And when something is worth talking about, the word of mouth can generate enough buzz to keep your cause, and brand, in focus year-round.
Tags: communications holiday causebranding campaigns engagement
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Ten Words for a Year in Cause Marketing
It was a banner year for cause marketing as companies, nonprofits, academics, media, celebrities, government and consumers all turned up the dial on cause. New players included Pepsi and Panera, who have redefined the cause model. It was considered dead and then resurrected. As 2010 comes to a close, we’re taking a look back to see what else the headlines revealed about cause marketing in 2010. Cause was a little:
Outrageous: NGOs, governments and companies alike all sparked a little bit of outrage this year with campaigns that some considered extreme, disgusting or even downright offensive. Global warming violence, “I Love Boobies” bracelets, globs of fat and STD check-ins all upped the shock-factor for cause marketing in 2010.
Fresh: Novel or cheeky, both definitions work for the batch of programs and platforms that infused a bit of wit into their appeals to consumers. Although outrageous campaigns can push the envelope from sizzle to scandal, few programs go wrong with a little unexpected sass, such as actor Edward Norton’s crowdwise.com philanthropy community. After all, “If you don’t give back, no one will like you.”
Healthy: Even some of the outrageous campaigns we just mentioned were centered on public health efforts, and cause marketing’s focus on improving Americans’ health did not end there. Why? Healthy habits do more than just trim waistlines – they can also reduce crime and improve schools and communities. With all the good these efforts promote, it’s no wonder everyone from President Obama to America’s beverage companies directed efforts here in 2010.
Controversial: Crisis and cause marketing was a topic we heard and discussed frequently this year. Some efforts ignited the storm – buckets and breast cancer – while others simply found themselves in the middle of it (Dawn Saves Wildlife). In both scenarios, 2010 proved crisis planning must address your cause marketing-, branding-, philanthropy- and responsibility-related efforts, in addition to other areas of vulnerability.
Cut-throat: Marketing has always been a ruthless game, but cause marketing has generally been exempt from the copy-catting that is de rigueur in the rest of the field. That is until this year when Skechers’ BOBS Shoes seemed to take one too many plays from the TOMS shoes playbook and Komen had its hackles up over tagline look-alikes. Cause is a strategy that works, so companies must continually innovate to keep their programs ahead of the pack.
Logical: Oh social math, how we love thee. It takes a complex issue and distills it down into an equation that makes sense to each and every consumer. You buy one, we give one. Social math didn’t originate in 2010, but it certainly picked up steam as organizations such as Goodwill and Tropicana employed this communication tool to inspire consumer participation.
Patriotic: As wars wage on overseas and American sentiment ebbs and flows, one thing is constant: We support our troops. From short-term holiday promotions (e.g., Outback Steakhouse) to long-term commitments (e.g., Walmart), companies showcased their pride in and support of America’s troops and veterans right alongside their consumers.
Mobile: The overwhelming response to the earthquake in Haiti really catapulted mobile giving to a new level in 2010, but we saw other incredible executions of this tool, as well. The “I am Here” campaign from a Dallas nonprofit and Pathways to Housing in New York were just two local efforts that employed mobile technology to drive consumers to their cause. Mobile puts fundraising literally in the hands of the consumer, so no doubt we will see much momentum here in 2011.
Social: “Friend us,” “follow us” or “click to vote.” If there are any actions that defined cause marketing in the past year, these are certainly them. From Twitter events to geo-location check-ins to online group-buying – there are a variety of cutting-edge marketing tactics being adapted for good causes, proving that any marketer can have a heart.
Bold: It only makes sense that we end the list where we began. This time last year we featured Pepsi’s stunning announcement it would forgo Super Bowl advertising in favor of a little philanthropic effort called Pepsi Refresh. The year has been defined by big, bold commitments – one cent of every Happy Meal donated to the Ronald McDonald House Charities, national superpowers seek to Change the Equation of America’s STEM education and literacy. Across all sectors we’ve seen a coming together to solve issues we all collectively face.
Cause has reached new heights in 2010, where the flurry of activity, new players, powerful partnerships, creative executions, deep impact, extensive coverage – even the controversy and criticism – all indicate a field that’s bursting with life and ripe for innovation. All of these factors prove cause has gone mainstream and marketers are realizing that it’s a powerful strategy to break through the clutter and reach today’s consumer in a relevant way. Simply put, we’re excited to see what 2011 brings. Are you?
Tags: causebranding campaigns trends
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Painting the Environmental Marketing Picture
A picture is worth a thousand words. There’s a reason this is a cliché - we’ve all heard it before. Why then, do we often overlook this simple truth when it comes to environmental marketing and advertising? Polar bears and virgin forests are the visual equivalents of “green” and “eco-friendly,” yet as marketers we spend the majority of our time crafting accurate and precise written claims only to have them undermined by misleading visual cues.
The Federal Trade Commission is also guilty of this oversight, which is why Cone filed comment today as part of the Commission’s two-year review of the Guides for the Use of Environmental Marketing Claims (“Green Guides”). Despite the Commission’s rigorous review of the outdated Guides and over 200 pages of detailed analysis in the full report, it provided little guidance for marketers on how to correctly use imagery to convey credible environmental claims. (Indirect references seemed to include: “Through examples, the Guides also advise marketers that qualifications should be sufficiently ‘clear and prominent’ to convey the idea that the claim refers only to limited environmental benefits and that ‘no other deceptive implications are created by the context.’” Emphasis is ours.)
We do not believe this will be sufficient to end misleading communications by companies whose hyperbolic imagery and stated (or implied) claims lead to different conclusions. We urged the Commission to offer examples, real or hypothetical, that showcase the juxtaposition of misleading imagery with qualified or unqualified claims. Companies and consumers will benefit from the guidance.
It is not surprising that marketers often opt for the utopian in their environmental communications – marketing and advertising are aspirational by nature. But faced with the environmental realities of most products and services, truthful is really what consumers deserve.
What do you think about the FTC's proposed revisions to the Green Guides? Vote in our blog poll to the right of this post!
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Be As Green As You Can Be
There’s a revolution brewing among the under-16 set. A new wave of personal advocacy and responsibility is taking root as kids are becoming more and more involved with issues of social responsibility—and starting to teach their parents about sustainability.
I recently experienced this firsthand speaking with an opinionated 8-year-old. What was she excited about? Litter-less Lunches. These are organized school events that mobilize families to choose products and pack school lunches in ways that generate less waste. This young crusader knew exactly how many pounds of garbage were generated by her school on litter-less lunch versus normal days (I don’t know about you, but I sure wasn’t thinking about my environmental footprint when I was 8.).
Talk to parents of grade school kids across the country, and you’ll hear similar stories. There is pressure to be a better global citizen that is bubbling up from younger generations and that is having a real impact on consumption patterns. As one father of two in Cincinnati told me, “It’s one thing when your town gives you a recycling bin, but another altogether when your 8-year-old asks why you aren’t separating out the trash, turning off lights in empty rooms and buying local apples instead of fruit flown in from New Zealand…”
If anyone should really care about these issues, it is this younger generation. By 2050, when this 8-year-old is in her late 40s, the planet’s +6B people will have grown to 10B—creating almost unimaginable demands for resources and impact on the environment.
The good news is that the future crusaders who will overcome these challenges are already here among us. Just don’t let the fact that they are 3 feet tall and listen to Miley Cyrus make you take them any less seriously. Today they are pestering their parents about recycling, Litter-less Lunches and turning off lights. Tomorrow, they’ll be driving innovation, solving problems and forging a new reality around global stewardship. Their future—and the future of the planet—depends on it.
Craig Bida is Cone's Executive Vice President of Cause Branding and Nonprofit Marketing.
Tags: environment children parents activism
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"Digital Death" Slowly Dying
Keep a Child Alive’s “Digital Death” campaign may be dead in the water. In honor of World AIDS Day on December 1, the nonprofit founded by Alicia Keys (which provides medical care and services for families affected by HIV and AIDS in Africa and India) killed off a host of celebrities from social media until their legions of followers would raise $1 million for the cause. The campaign elaborates, “That means no more Twitter or Facebook updates from any of them. No more knowing where they are, what they had for dinner, or what interesting things are happening in their lives. From here on out, they're dead. Kaput. Finished.”
Unfortunately, this might also describe the campaign. Despite the fanfare around its launch, Digital Death has raised only a fraction of its goal two days in - $183,098 (as of this morning). And a portion of this was raised by ordinary citizens who killed their own social media personas in solidarity.
That the campaign over-estimated the popularity of its dead celebs is an obvious conclusion, but TheWrap cites two other fundamental flaws – the high $10 minimum donation and the fact that the very channel necessary to broadly activate supporters – social media – is the one they must refrain from using. We’d add: 1) the overly ambitious $1 million goal (in comparison, even the venerable Salvation Army has only raised about $250,000 of its $3 million goal for its Online Red Kettle this year to-date) and 2) the celebs’ seeming failure to commit personally to the cause. A few absent Tweets is one thing, but imagine the power a celebrity financial match or contribution could have to motivate his or her fans.
A final hurdle? Decreasing relevance. While our attention shifted to domestic needs during the recession, private aid for global health from American charities dropped by one-third and in-kind donations from companies dropped by more than half (although changes in tracking account for some of the decline). Let’s hope "Digital Death" has a savior waiting in the wings to revive this campaign because the global health need is critical.
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Where's the Cause?
Can you find the cause in this picture? Look hard – it’s in there somewhere, hidden among price-per-gallon signs, no smoking instructions and hot dog ads…
In case you didn’t find it, here’s the answer: It’s Citgo’s Fueling Good, a program through which Citgo gives away a year's supply of fuel and a case of motor oil to a deserving nonprofit, helping them by paying for transportation to deliver their mission (a recent winner was a Maine animal shelter).
This advertisement for the program, viewed in context of real-life gas pump clutter, highlights a critical challenge for cause marketing that has nothing to do with cause and everything to do with marketing: A need to focus on fundamentals to break through myriad commercial messages that target us every day.
In this example, the drama in the Fueling Good advertising – created here by prominent positioning of the iconic, typographically bold one-way sign – is misdirected. It doesn’t focus on the program’s core benefit of doing good in local communities. Smaller print invites the reader to learn more by going to a website, but how many people would read – let alone act – on that?
We live in an era of high expectations, with over 90 percent of Americans expecting companies to tell them directly how they are changing the world via improved products, services and operations. The lesson is simple: Act and communicate. No matter how bold or world-changing the efforts you are making, if you aren’t communicating them in a clear, compelling way, no one will know. Even worse for your brand, people might think you aren’t doing anything.
Tags: marketing causemarketing communications
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Consumers Shop With a Cause in Mind This Holiday
There are two traditions that define the holiday season for many Americans – shopping and giving. In this spirit of the season, consumers are shopping with an eye toward giving back to good causes and expect companies to lead the charge, according to the 2010 Cone Holiday Trend Tracker. Key findings of the study include:
- 89% of Americans expect companies to support causes this holiday;
- 78% of consumers want to be personally engaged in a company’s cause efforts; and,
- 49% of consumers say they have already purchased or plan to purchase a holiday gift that supports a cause.
You read that right – almost one-in-two Americans have cause on their shopping list this season. What’s more, consumers are willing to engage with corporate causes in a variety of ways, such as supporting an in-store gift drive (78%), making a donation at the register (68%), redeeming or buying a discount card or coupon that gives back to a cause when used (64%) or supporting a company’s cause efforts through social media (47%).
According to a new Gallup poll, consumers will spend an average of $714 on gifts this year. Imagine the impact if just a dollar or two of this was diverted to a social cause. Millions of dollars and untold awareness could be raised through very simple, turn-key cause marketing this holiday season. A gift to consumers, companies and causes alike.
Tags: charitablegiving causebranding retail nonprofitcausebranding corporategiving holiday
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Companies Give Back to Veterans in Unique Ways
Veterans Day weekend is a great time for retail promotions, as shoppers get a head start on holiday gift hunting. But it’s also an opportunity for companies to pay homage to our veterans and active military and to build goodwill among consumers. After all, 85 percent of Americans believe it’s important for companies to support military nonprofits, according to a survey by Cone. A few initiatives we’ve seen this year for Veterans Day include:
Dunkin Donuts is donating a pound of coffee to the USO for every two pounds purchased in-store or online (up to 100,000 pounds).
Outback Steakhouse offered a free Bloomin’ Onion and beverage to any military personnel who ate at the national restaurant chain on November 11 as part of its ongoing “Thanks for Giving” program.
JCPenney and JOE Joseph Abboud partnered with IAVA this October to give away $1 million worth of apparel to 5,000 returning Iraq and Afghanistan troops. The initiative aimed to help veterans transition back to the civilian workforce by providing professional attire.
Southwest Airlines dubbed November “Military Heroes Month” and kicked off a number of veteran-appreciation initiatives including: providing customers with postcards to write a letter of appreciation to military serving abroad, a commemorative exhibit at the San Antonio airport and a special welcome home to Operation Freedom Bird veterans at the Phoenix Sky Harbor Airport.
Microsoft dedicated its citizenship website, Facebook page and blog to inspiring U.S. military veteran stories. The web makeover is part of its ongoing commitment to help prepare veterans and their spouses with the skills and resources needed to be successful in today’s workplace.
Walmart announced a five-year, $10 million commitment to help improve the employment outlook of veterans.
These approaches are all distinct – some are traditional cause programs benefiting military nonprofits, while others are just designed to honor our veterans and active military through in-kind donations – but each leverages the company’s unique assets to serve veterans’ needs and connect in ways that resonate with their consumers and employees.
Stay tuned for more on consumer holiday cause shopping trends and data in the coming weeks.
Tags: holiday causebranding research cone trends
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Cause Marketing - Alive and Well
In response to the USA Today KINDNESS blog post declaring the death of cause marketing as we know it:
Billions of dollars have been raised, millions of consumers have been engaged and untold lives have been impacted across the globe. Rest assured, cause marketing is alive and well.
But don’t just take our word for it. An overwhelming 83 percent of Americans want to see more companies support social and environmental issues, as revealed in Cone’s 2010 Cause Evolution Study. This is particularly true among moms and Millennials – the consumers driving spending and the social agenda – who are virtually unanimous in their desire to see companies stand for something.
Most professionals have long-agreed that simply tying a ribbon to a product is not a meaningful strategy for either business or social growth. And it doesn’t build brands either. Instead, what sets brands apart today is: 1) supporting issues aligned with their business growth and diverse stakeholder needs, 2) meaningful engagement beyond the transaction and 3) trusted, mutually beneficial partnerships.
Over the last two decades, cause marketing has changed our social fabric, giving consumers a way to contribute to critical issues like women’s health, education and preventable disease. Today, we are on the cusp of innovation as we evolve from transactional to transformational. Look to the future for dynamic, collaborative problem-solving against new (and emerging) issues, bold public commitments to drive impact and brands built on transparency and trust.
Lofty? Perhaps. But achievable, when put in the hands of the consumer through cause marketing.
- Craig Bida, Executive Vice President
Tags: youth causebranding research cone trends
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Storefront Philanthropy
Storefronts can be for more than just peddling wares - they can also serve as a vehicle for promoting the greater good. Although selling products associated with a cause has become mainstream, there are a small number of retailers going beyond the shelf and creating new models for pairing business and philanthropy.
Seattle-based department store Nordstrom caused a flurry of chatter when it signed a lease for a prime NYC location. But the venerable chain isn’t moving into a new flagship location. Instead, Nordstrom will be opening a nonprofit subsidiary that will be branded separately from the well-known retailer. Though the details are still in the works, a Nordstrom spokesperson confirmed “all [store] profits will go to nonprofit organizations.” Perhaps Nordstrom is in search of philanthropic success like that of Geoffrey Beene, the legendary men’s retailer, which donates 100 percent of net profits to nonprofit organizations, raising $145 million for various charities to-date.
In May 2010, Panera opened a pilot nonprofit restaurant driven by the motto, “Take what you need. Pay your fair share.” That’s right – at Panera Cares Cafés, you name your own price. Using the company’s existing distribution system, the goal is to feed community members who can’t afford food for low/no charge with overhead costs, such as rent, staff salaries and food costs, covered by generous patrons who pay full price or above for their meals. Given the success of the first Panera Cares Café in St. Louis, the restaurant is poised to open a number of nonprofit locations around the country.
While each of these retailers is taking a different approach, all are leading the way in creating an entirely new model of philanthropy and cause marketing. These models may seem to contradict the spirit of capitalism, but in actuality are quite progressive, as the role of business in society evolves to one of true citizenship. Only time will tell if these new approaches will serve as viable strategies and help transform retail giving in the future. For now, we commend the innovation of these retailers to align storefronts and giving back.
Tags: corporategiving causebranding charitablegiving philanthropy retail trends donation
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Women Give Big
Women often balance the household checkbook, and a new study by the Women's Philanthropy Institute reveals they are more likely than men to be writing these checks out to charity.
The study also found that women are more likely to donate to a variety of causes, rather than direct a lump-sum to one organization. Women may be giving a few dollars to each issue that crosses their path, whether it’s originating from a coworker, child’s school or community organization knocking at their front door. When engaging this group, provide tools that allow turn-key networking. For example, a personalized fundraising site where an individual can drive others to donate or a toolkit that empowers them to take charge of an on-the-ground fundraiser. The efforts of one woman to gather small donations can add up to a huge impact for the cause.
The research confirms that women hold the desire and capacity to be philanthropic at all income levels. When crafting a campaign to raise funds for your issue, look to engage these super-givers regardless of income level, and provide the resources that help tap into her vast network of others who want to support a good cause.
Tags: Women donation philanthropy charitablegiving nonprofitcausebranding fundraising
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Partnering to Build Your Brand
I recently experienced a missed brand-building opportunity at Staples when I tried to salvage some files from a defunct computer. What happened was a great example of how companies need to make their social contributions clear and actively partner with their customers for even greater impact.
I took an IBM desktop circa 1997 (!) with a frozen hard drive and forgotten passwords to the Tech Services Desk at my local Staples, where I had a GREAT customer experience – the staff was thorough and the job got done quickly for a reasonable price. I would definitely go back and this transaction helped evolve how I thought about the Staples brand (solutions provider for my life vs. seller of pens and paper).
The missed brand-building opportunity came when the tech offered to recycle my computer. Terrific – computers should definitely not end up in landfills. Just one catch: It would cost me $10. I experienced a moment of consumer confusion – it wasn’t clear if Staples was making money off me, breaking even or picking up part of the tab. I ended up walking out with my old IBM, feeling skeptical about Staples’ green effort and figuring I could find a way to junk it responsibly that wouldn’t cost me $10. This ambivalence was cemented when I discovered my town has a program where I could recycle my computer for free (Staples’ website explains that a “recycling fee is charged to cover handling, transport, product disassembly and recycling”).
I applaud Staples’ effort to reduce the environmental impact of technology obsolescence. But here’s the miss: Staples had a chance to cement my loyalty by wrapping a successful, well-executed business transaction in a successful corporate responsibility experience. They missed an opportunity to partner with me to fulfill broader responsibilities vs. simply charging for a service. My good opinion of Staples might have been solidified if they had followed up the offer to recycle with an overture to partner – and put some skin in the game by offering to help me defray the cost of recycling somehow, either through cash, in-store credit, or even a coupon for future use back in their store.
Lesson learned: At a time when consumer expectations are higher than ever, and more and more brands are linking themselves to social causes, it is critical for companies to be fully transparent about the contribution they are making and to approach their customers as genuine partners.
- Craig Bida, Executive Vice President
Tags: corporateresponsibility transparency sustainability retail
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Cause in Entertainment: Less After-School Special, More Prime-Time Programming
Our parents always told us television will rot our brain. Yet when the message is good, perhaps a daily dose of the tube isn’t so bad. Companies, TV networks and nonprofits are leveraging the many hours Americans spend in front of the television to communicate powerful messages about complex social and environmental issues. The explosion of cause-driven content hitting the airwaves recently includes:
- For the second season this fall, Chef Jamie Oliver brought the fight against obesity into American living rooms with a reality show that overhauled some of the most overweight communities in the country. "Jamie Oliver’s Food Revolution" aired on ABC and sought to raise awareness of the growing obesity crisis and get people cooking and eating better food.
- Beloved ad man Don Draper of AMC’s "Mad Men" is putting his best foot forward for a good cause. In a recent episode, the suave main character and creative director of the fictional 1960s Madison Avenue advertising agency agreed to do pro bono work for the American Cancer Society. The motive? When the ad shop hit a rough patch financially, the agency recognized the potential of pro bono work to keep the agency visible and employee morale high.
- Comedy Central’s Jon Stuart and Stephen Colbert will host dueling mock rallies in Washington D.C. next week, competing for who can organize the most supporters. In the process, the two comedians have encouraged viewers to show their support by donating money to designated projects, such as restoring a park and funding area schools. Through satire and some friendly competition, "The Daily Show" and "The Colbert Report" have already raised a combined $364,000 for local communities.
- "School Pride" is NBC’s latest extreme makeover show in which students, parents, teachers and community members help to rebuild and update seven U.S. schools. Sponsored by HP, the show will pull at viewer heart strings while also addressing a serious societal issue.
Tags: causebranding nonprofitcausebranding celebrityengagement entertainment
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Meet Our New EVP of Cause Branding & Nonprofit Marketing
Craig Bida joined Cone last month as executive vice president of Cause Branding and Nonprofit Marketing. Craig has more than 20 years of experience in the private, public and nonprofit sectors, including an 11-year tenure at Procter & Gamble. Though he’s been with us for less than four weeks, Craig already feels like family. We’re excited by the energy and experience he brings to the agency, and look forward to his contributions – including future posts on this blog!
To learn more about our newest executive team member, read his interview with PRWeek’s Kimberly Maul.
Tags: causebranding nonprofitcausebranding cone
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Balancing the Cause Shock-Factor
Social marketing, which aims to capture attention and initiate behavior change, is most effective when it evokes emotion and feelings. But what if it’s the feeling of your stomach turning? While effective social marketing is often “edgy” (e.g., showing body bags to curb youth smoking), two recent campaigns demonstrate how shock-factor can range from the effective to the offensive.
A PSA for the 10:10 global campaign, a program focused on encouraging participants to cut carbon emissions by 10 percent each year, caused outrage with the extreme measures it took to show what happens when people opt not to take action to fight climate change. Particularly offensive was a segment in the “No Pressure” video in which a teacher blows up students who refuse to take part in cutting emissions. The gory video prompted Sony U.K. to distance itself from the organization by dropping all support for the climate change campaign. In response, the video director issued a public apology for the offensive imagery.
Less graphic, yet similarly stomach-churning is the New York City Health Department’s latest campaign against sugar-sweetened drinks. The print and video ads depicting sugary drinks as glasses filled with globs of greasy fat are enough to catch eyeballs and make stomachs spin. Knowing that nearly six out of 10 adults and four out of 10 kids in New York are overweight or obese, the Department aims to discourage residents from a daily soda habit, which can add 10 pounds of fat in a year. Though some have applauded the NYC Health Department for its efforts to curb obesity, several are left with a bad taste in their mouths.
The NYC Health Department strikes a balance between attention-grabbing and gut-grabbing, but the 10:10 campaign tipped the shock-factor scale over the edge. The climate change PSA’s lack of sensitivity ultimately cost the 10:10 campaign a major corporate sponsor and a huge amount of credibility among peers. It will stand as a warning for other organizations looking to get a message out in an eye-catching way – it may get you attention, but is it the right kind? There is a fine line between communicating an issue and taking a message too far.
Tags: health environment marketing campaigns trends
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FTC Green Guides – What the Proposed Changes Mean for Marketers
On Wednesday, after more than two years of long-anticipated review, the Federal Trade Commission (FTC) released proposed changes to its Guides for the Use of Environmental Marketing Claims (aka Green Guides). The issues addressed in the two-page synopsis of changes are summed up simply by FTC Chairman, Jon Leibowitz, who said, “…what companies think green claims mean and what consumers really understand are sometimes two different things.”
The proposed changes aim to mitigate consumer confusion by requiring companies to provide factual evidence to back up environmental claims. During a media briefing on Wednesday, the commissioners noted they anticipate enforcement of environmental marketing to decline (there were seven enforcement actions taken in 2009), believing many companies want to comply and are seeking more guidance.
The FTC’s rules may change over time, but Cone’s guiding principles for effective environmental marketing stay the same:
Be precise. Make specific claims that provide quantitative impacts.
- Americans say quantifying the actual environmental impact of a product or service is influential in their purchasing decisions. In addition, the more precise an environmental claim, the more convincing Americans believe it to be.
- Americans say providing a clear connection between the product/service and the environmental issue (i.e., a hybrid car and lower emissions) influences their purchasing decisions.
- A website is great, but based on the FTC’s latest comments, be sure to also provide proof at point-of-sale.
- For example, showing an automobile parked in a virgin forest may be seen as insensitive, while a product growing out of a tree may be seen as exaggeration.
Cone’s Chief Reputation Officer, Mike Lawrence, provides his initial reactions to the FTC Green Guides proposal in a video response and post on our blog. What is your reaction to the proposed Green Guides revisions? Share your thoughts by voting in our latest What Do You Stand For? poll.
Tags: Greenwash FTC currentevents labels transparency sustainability corporateresponsibility
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New FTC Environmental Marketing Guidelines – First Impressions…
After a series of hearings and two years of anticipation, the FTC today issued much-needed updated guidance on how to responsibly market and advertise the environmental impact of products.
The top line is this: If a company wants to make a claim, it has to provide data at point of purchase to prove the claim. This means no more general claims, like “We're eco friendly,” unless the marketer defines exactly how, with facts, on the package.
The Commission is proposing to tighten rules for claims about a product’s degradability – by saying how fast something has to degrade and by banning use of the term if a product is headed for a landfill or incinerator.
The FTC also wants to limit the use of the word “recyclable” to describe a product; if recycling programs aren’t widely available where the product is sold, the marketing needs to admit that.
There are similar newly proposed requirements for more specifics around third party environmental “seals of approval,” and claims that products are “free of” certain ingredients or are made with renewable materials or renewable energy.
Here at Cone, overall, we think the Commission's proposed changes are a step in the right direction to solve a problem about which we filed comment to the FTC in its 2008 workshops. We know first-hand from doing environmental communications for companies and from our research that consumers are interested in environmental messages, but are confused about and often misunderstand what those messages mean.
By requiring companies to provide proof of claims, and to provide it at point of purchase, the FTC is taking a step toward helping consumers better understand whether something is good – or just less bad – for the environment and whether the benefit can actually happen when they dispose of the package.
There are, however, some holes in what the Commission is proposing. For example, they did not directly take on the word “sustainable,” one of the most overused and poorly understood environmental marketing terms.
There will no doubt be much debate about the FTC's proposed revisions in the weeks to come. The Commission is welcoming public comment until mid December and then hopes to issue a final version of the new Green Guides by the middle of 2011. Those will then become the “guardrails” for how future marketing on environmental issues can take place.
- Mike Lawrence, Chief Reputation Officer & EVP
Tags: labels corporateresponsibility currentevents transparency sustainability
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Crisis Preparedness is a Corporate Responsibility
Survey after corporate responsibility survey reveals the number one expectation individuals have of companies is to treat their employees well. Fair wages and benefits immediately come to mind, but have you ever considered a crisis preparedness plan as a benefit employees need and deserve? Does your organization have a plan in place? If not, you’re not alone, but you are at risk. Visit our sister blog, Brand Channeler, to hear Cone’s Chief Reputation Officer, Mike Lawrence, discuss why.
Tags: corporateresponsibility employees crisispreparedness
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Millennials Close at Moms' Heels: 2010 Cone Cause Evolution Study
Although moms stand out as the most socially conscious segment of consumers, according to the 2010 Cone Cause Evolution Study, it comes as no surprise that their Millennial-aged children (18-24), are close at their heels. Ninety-four percent believe cause marketing is acceptable, and more than half (53%) have purchased a cause product/service in the past 12 months (vs. 88% and 41% respectively for the average consumer).
The Millennial segment provides the clearest view of the nation’s future cause consumers – and the outlook is good. Nearly three-quarters (73%) are willing to try a new product they’ve never heard of if it supports a cause. And, more than a quarter (26%) are willing to pay more for products associated with a good cause.
Ford is looking to capture the attention of this segment through the allure of cause marketing. As part of a new collaboration with Pandora, a Web radio station popular with digital-natives (a.k.a. Millennials), Ford will make a donation to one of two charities, chosen by featured artists John Legend and Jewel, every time Pandora users share a “mixtape” by either musician. This is sure to strike a note with Pandora’s Millennial users, while also promoting the integration of the Pandora service into Ford vehicles.
More than their counterparts in other age categories, Millennials are even willing to keep the greater good in mind when making decisions outside the store – 87 percent consider a company’s cause commitments when deciding where to work. Companies are putting this into practice, for example Deloitte (client) uses its community involvement initiative as a core recruiting differentiator.
Millennials are entering our workforce and marketplace with a fierce sense of social and environmental responsibility. Whether companies are trying to recruit the next generation of talent or differentiate on the shelf, aligning with a cause is a powerful way to prepare for the future.
Tags: employee causebranding youth research cone trends
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Moms Most Active Cause Consumers: 2010 Cone Cause Evolution Study
Today we salute moms. But first, let’s just call them what they really are – Supermoms. According to the 2010 Cone Cause Evolution Study, moms are by far the nation’s most active cause consumers. A near-unanimous 95 percent (vs. 85% average) find cause marketing acceptable and 61 percent (vs. 41% average) have purchased a cause-related product in the past 12 months. With moms making 80 percent of household purchasing decisions, this is good news for companies engaged in cause marketing.
But what is it that makes Supermoms stand-out cause consumers? We see today’s moms as multitaskers – they work, shop, act as chief health officer, often balance checkbooks and tuck the kids in at night. With busy lifestyles, moms today are looking for a double impact when they shop. Cause marketing is no doubt an effective strategy for companies to help the socially conscious mom attain her emotional and practical needs.
One program hitting the mark with this demographic is Quaker Oat’s Chewy Granola Bars’ “Afterschool Rocks” campaign. The brand has enlisted a host of kid-friendly musicians to lend their songs to the brand’s online music library, all with goal of raising awareness and support for afterschool programs. In addition, parents can get codes for free downloads by purchasing specially marked boxes of the product. Though just one application of cause marketing to moms, the Quaker Oat’s campaign fulfills both practical (purchasing snacks) and emotional (support for afterschool programs) demands of this conscious consumer base.
Moms are clearly passionate about cause consumption – both for themselves and their families. How will your next cause campaign connect with moms, while also satisfying their desire to give back?
The full 2010 Cone Cause Evolution Study is free to download on the Cone website.
Tags: trends causebranding nonprofitcausebranding research cone
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Cause Influencers Weigh In: 2010 Cone Cause Evolution Study
You’ve heard from us, but we want to know what you have to say. So we reached out to some of our favorite bloggers and experts who have valuable insights about the world of cause to get their reactions about the 2010 Cone Cause Evolution Study findings. We asked them what stood out or surprised them from the study. Here’s what they said:
On the overall findings:
“The 2010 Cone Cause Evolution Study is a treasure trove of insights into our field's oft-debated questions: Should programs focus on one issue or emphasize consumer choice? (the former.) Are consumers more impressed by programs that describe major corporate donations orlink donations to their purchases? (slightly in favor of the latter.) Do Americans reduce their won donations after making cause-related purchases? (rarely.) Everyone managing corporate cause initiatives should read it -- at least twice!”
- David Hessekiel
President, Cause Marketing Forum, Inc.
On moms:“What this study found about moms, in particular, didn't surprise me as much as it helped confirm my broader view of women and sustainability. ”Having a baby changes everything," and women with kids are all the more expecting shared values and authentic social and environmental commitment from brands. These Cone cause marketing insights are key in that they hint at an even bigger, developing sustainability story that all companies need to tend to.”
- Andrea Learned
sustainability and consumer behavior expert
On Millennials:
“Cone's findings are beautifully aligned with what we're seeing in the field. Today's socially conscious youth are REALLY good at tugging mom's purse strings, and it's hard to argue when your kid says, ‘We shouldn't buy such-and-such, it's bad for the environment, let's buy this one instead.’ That said, I'd like to see brand managers invest more heavily in their consumer’s ‘cause’ literacy rates.This need is articulated in the 2010 Cone Cause Evolution Study, but at a slightly lower percent than I would have thought, which surprised me – especially with regards to the Millennials. (I'd imagine this will come up with GenZ.)”
- Lee Fox
Founder, KooDooZ
On employees:
"What surprised me most about the Cone Cause Evolution Study was how much of a role frontline employees played in getting consumers to donate. 70% of Americans said they are more likely to donate to a cause if an employee recommends it. This puts the frontline employee in a very influential role, one I think none of us ever fully appreciated."
- Joe Waters
Director of Cause Marketing, BMC
Blogger, Selfishgiving.com
Tags: employee youth nonprofitcausebranding causebranding research cone
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Cause Marketing Remains Strong: 2010 Cone Cause Evolution Study
Economic turmoil. Environmental disasters. Corporate corruption. When it comes to the role of business in society, the last two years have been turbulent at best. Despite the hardships Americans have faced, their purchasing behavior and appetite for cause-related products and services has soared, according to the just-released 2010 Cone Cause Evolution Study. This 17-year benchmark study explores Americans’ attitudes and expectations of companies to support social and environmental issues.
- 88% say it is acceptable for companies to involve a cause or issue in their marketing;
- 83% want more of the products, services and retailers they use to benefit causes;
- 85% have a more positive image of a product or company when it supports a cause they care about; and,
- 80% are likely to switch brands, similar in price and quality, to one that supports a cause.
- 61% of Americans say they would be willing to try a new brand or one unfamiliar to them;
- 46% would try a generic or private-label brand; and,
- Nearly one-in-five consumers (19%) would be willing to purchase a more expensive brand.
The full study is free to download on the Cone website, which includes a look at the role of employees as cause ambassadors and two of the most socially driven consumer segments in history – moms and Millennials.
Cone EVP Alison DaSilva discuss the research in a video announcement of the 2010 Cone Cause Evolution Study.
Tags: cone economy trends research causebranding nonprofitcausebranding
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Alison DaSilva Discusses 2010 Cone Cause Evolution Study (Video)
Cone EVP, Alison DaSilva, discusses the findings of the 2010 Cone Cause Evolution Study.
Tags: economy research cone trends causebranding
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CR Innovation: Reduce, Reuse, REPLACE
“Reduce, reuse, recycle” is a well-known mantra of socially conscious consumers. It offers a variety of choices leading to the same intention; to lessen personal impact on the environment. Today we see business adhering to a similar model as they work to cut back on harmful materials and develop new products and services. A few recent approaches:
Reduce: Many organizations are looking to benefit the environment by cutting back on the raw materials they use. P&G announced this week it will transition its portfolio of powder laundry detergents to a new compacted formula beginning in 2011. The reduction in materials will save energy and water needed to produce and consume the products, as well as reduce the packaging size – therefore reducing fuel and saving the company additional costs.
Reuse: Other organizations are looking at how to improve their products by reusing old materials in creative new ways. For example, Electrolux has created its Vac from the Sea initiative, which removes and reuses plastic currently polluting oceans to manufacture its latest line of products. Not only is the plastic waste a source of low-cost materials, the process will clean up threatened marine habitats and raise awareness for the plastic waste issue.
Replace: A few standout companies are lessening their impact by choosing completely new materials. While some companies have cut ties with unethical palm oil suppliers, Unilever announced this week it plans to replace palm oil entirely with algae-derived algal oil. The alternative will be incorporated into the organization’s food, soap and lotion products – all of which currently contain the controversial palm material.
We applaud organizations making efforts to reduce their impact on the environment. But we must offer a standing ovation to companies that develop or source alternatives, without compromising quality or failing to meet consumer demands. When all factors can be satisfied without harmful materials, it’s a win for the company, the consumer and the environment.
Tags: environment corporateresponsibility sustainability
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Cone Leads the U.S. Sustainability Communications Market
Cone is pleased to be recognized as a leader in sustainability communications in the just released “Green Quadrant: Sustainability Communications Agencies (US),” conducted by independent research firm Verdantix.
This is the second commendation for Cone’s Corporate Responsibility (CR) discipline this year, as it was earlier named a top five corporate responsibility agency by CR Magazine.
Tags: Leadership sharedresponsibility corporateresponsibility cone awards
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You’re Blushing! Tackling Uncomfortable Issues with Cause Marketing
It’s hard to believe breast cancer was once a salacious issue for a company to support. Once considered too personal to discuss outside the doctor’s office, today it is the cookie-cutter cause to support in October. You know the issue has shed its societal stigma when everything from soup cans to paper towels bears the pink ribbon in your neighborhood grocery store. However that does not imply we’re past all the blushing and squirming when it comes to public dialogue of very personal health issues.
Some touchy issues may be shooed away from the schoolyard, but others are looking to target the youth market. MTV recently teamed up with the popular geo-location provider Foursquare to offer the first cause-related badge for checking in to…ahem…STD testing centers. Part of the network’s Get Yourself Tested campaign, the partnership hopes to dampen embarrassment and instead raise awareness, dialogue and action from teens about sexual health. And what better way to get the word out than allowing brave teens to announce their responsible actions to their entire social networks?
Although shock-factor is sure to get attention for these causes, core to all these campaigns is the authentic desire to get the public talking about important issues, even if they are uncomfortable. Once the dialogue is open, there is room for progress toward solving these serious issues. Perhaps one day discussing STD prevention will overcome the gasps and be as acceptable in our public dialogue as fighting breast cancer.
Tags: Women cancer advocacy campaigns youth newmedia health causebranding
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Why Corporate Responsibility Lives (Despite The WSJ Trying To Kill It)
The Wall Street Journal prominently featured an opinion piece this week challenging Corporate Social Responsibility. The article, authored by University of Michigan business school professor Aneel Karnani, argues that it is “fundamentally flawed” to believe companies have a responsibility to act in the public interest. Professor Karnani takes the position that “in most cases, doing what’s best for society means sacrificing profits.” Since he believes all business decisions should be based on maximizing profits, he warns that CSR is “dangerous,” and “an illusion.” 
Karnani’s argument is based on two faulty premises. First, the reality is that Corporate Social Responsibility – properly planned and practiced – can and does drive profitability. Second, the reality is that with corporate sins and secrets spilling onto computer screens, empowering citizen activists, it is in a company’s self-interest to consider the public interest.
At Cone, we call this “Better Business, Greater Good.” And we talk about “Corporate Responsibility” – dropping the word “social” – because key aspects of the strategy also impact economic and environmental business practices.
read more...
Tags: sharedresponsibility corporateresponsibility roi research trends walmart
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Healthy Behavior for Social Change
Healthy habits can do more than trim your waistline – they may also prevent crime, create career opportunities or replace a probation sentence. Although this sweeping statement may come with the disclaimer “results not typical,” we noticed several programs that demonstrate the positive impact healthy behaviors can have on social ills:
Healthy Food Reduces School Crime
One Wisconsin school, taking part in the Education for Healthy Kids pilot program, sought to reduce crime by changing the cafeteria menu. By stripping the school of junk food and replacing it with healthy options, the school principal noted a significant decrease in vandalism, litter and a reduced need for police patrolling the hallways.
Running Creates Opportunities for Homeless
The nonprofit Back on My Feet promotes self-sufficiency for homeless populations by engaging them in running as a means to build confidence, strength and self-esteem. Teams are assembled at homeless shelters and meet three days a week for runs. Good attendance is rewarded with membership in the Next Steps program, which aligns participants with educational and job training opportunities, financial literacy sessions, job partnerships and housing programs. The program boasts a success rate of over 50 percent in helping members move their lives forward.
Marathon Training Replaces Youth Probation
An Oklahoma-based program called Run the Streets challenges at-risk youth to train for a half marathon in lieu of legal mandates such as juvenile detention, group homes and probation. Through the experience, participants learn the benefits of goal-setting, character development, adult mentoring and improved health. The outcome? The relapse rate for Run the Streets participants is only four percent – while youth placed in a group home for six months get back into trouble 25 percent of the time. What’s more, a group home placement costs about $25,000 while taking part in Run the Streets runs a mere $350 per participant.
We applaud the fresh approach these three programs have taken – demonstrating the cause and affect between health and social issues. We’ve all recognized that healthy behavior will help reduce cancer and other diseases, but as these programs show, its impact can be much more far-reaching. These examples serve as a guide for how social ails can be remedied with a healthy push in the right direction. Where are there other synergies between health and social issues?
Tags: sports corporateresponsibility causebranding campaigns health
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Playing Nice for a Sustainable Future
When it comes to corporate responsibility, sharing with others is at times more valuable than keeping things to yourself – even if it means playing nice with your competitors. In the last couple of weeks, we’ve observed an impressive number of organizations coming together to address long-standing barriers to sustainability. The efforts have been diverse across sectors, yet all require a new level of collaboration with others in their fields.
Solving for Companies: The Accounting for Sustainability Project (A4S) and the Global Reporting Initiative (GRI), two reporting organizations, collaborated to form the International Integrated Reporting Committee (IIRC). The mission of the new group is to create a global framework for integrated reporting that brings together financial, environmental, social and governance information in a clear, concise, consistent, comparable and integrated format. The IIRC hopes to make this integrated reporting mandatory for large companies.
Solving for Suppliers: Companies within the Outdoor Industry Alliance developed the Eco Index, an environmental assessment tool that provides an environmental footprint benchmark to organizations throughout the supply chain. The tool will help suppliers identify areas for improvement and make informed sourcing and product life cycle decisions.
Solving for Manufacturers: Greenbiz.com and UL Environment are collaborating to create sustainability standards for manufacturing organizations, called ULE 880. The standards will guide manufactures in several areas of sustainability, including governance, environment and community engagement. The draft is currently open for public comment, allowing people to submit thoughts and ideas about the design of the standard – a true demonstration of co-creation.
Solving for Small Businesses: Green America, a nonprofit member organization, announced its Green America Exchange (GAEx), a barter network for small businesses that “promotes trade between America's sustainable and socially responsible enterprises.” The GAEx will help provide its members with a flexible way to purchase goods and services without spending cash, giving a needed boost to small businesses at the heart of America's green economy.
Until now, many sustainability efforts have been individual, disparate and inward-facing. The work of these groups to come together to co-create solutions to problems they all face will push the sustainability needle forward and help eliminate many of the inefficiencies organizations face when they take the journey alone. The road ahead may be difficult to predict, but we foresee playing nice as paying off.
Tags: trends sustainability corporateresponsibility sharedresponsibility
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Imitation: Compliment or Cause for Confusion?
Imitation is the sincerest form of flattery. But Susan G. Komen for the Cure isn’t taking such compliments lightly. The Wall Street Journal reported this week that Komen is taking legal action against several nonprofit organizations that have mirrored its brand attributes, including the “for the cure” term popularized by the breast cancer power brand. Nasty or necessary?
With more than 1.5 million nonprofits in the U.S. alone, nonprofit power brands must work harder than ever to protect their brand positions and assets. At the same time, small nonprofits are leveraging the recognizable branding to break through for similar causes. Some may see Komen’s actions as “picking on the little guys,” however others, including Komen, note that brand-borrowing leads to donor confusion. The article depicted one such case where two veteran-focused nonprofits engaged in a three-year legal battle over $2.2 million in donations thought to be misguided. Millions in erroneous donations is nothing to sneeze at. Consumers are often confused by cause messages, and at times may pull out their checkbooks for the wrong nonprofit.
But can any one nonprofit claim ownership of a color, symbol or phrase broadly associated with a cause movement? Think of the pink ribbon – it has become synonymous with breast cancer support thanks to pioneers Avon and Komen. And although 79% of Americans believe a memorable color, logo or icon helps the cause stand out, overuse has led to the pinking of October, watering down any individual efforts and leading to consumer confusion about whether a pink ribbon equals a financial contribution to the cause.
But imitation is not unique to cause brands or nonprofits. Corporations protect their brands all the time through trademarks and often trademark infringement lawsuits. Are the rules any different for nonprofits, which are focused on benefiting an issue rather than satisfying shareholders? We often expect nonprofits to act more like businesses, so they can maximize reach and impact for the cause, yet are also taken aback when they exert control over their brands like a company would. How can Komen strike the balance of protecting its brand without coming across as a nonprofit bully? Tell us what you think by sharing your comments.
Tags: nonprofitcausebranding transparency nonprofitpowerbrand100 causebranding
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Green Street Cred: Seventh Generation and Walmart
Getting your CPG product on Walmart shelves has long stood as the holy grail of retail visibility. Yet some brands have intentionally avoided Walmart, one being Seventh Generation whose founder Jeffrey Hollender once claimed that "hell would freeze over before Seventh Generation would ever do business with Walmart." As Fast Company reporter Ariel Schwartz noted this week – “hell now sells ice.”
Walmart is making strides toward transparency, aligning well with Seventh Generation’s commitment to do the same. Most notable in the retailer’s push for sustainability disclosure is its membership in the Sustainability Consortium, organized to bring together diverse stakeholders to collaboratively drive innovation and improve consumer product sustainability. Walmart’s main objective moving forward is to develop and implement a Sustainability Index for all products it carries, making it easier for consumers to understand the environmental impacts their purchases.
For Walmart, the agreement marks yet another milestone on its journey from big-box bully to sustainability sultan. For Seventh Generation, it will accelerate efforts to compete with mainstream products and fulfill its mission of radical transparency and inspiring widespread conscious consumption. And let’s not forget about consumers – the partnership will create a widely accessible way to make environmentally conscious purchases. Perhaps Walmart’s tagline will one day read “Save money (and the environment). Live better (and sustainably).”
Tags: seventhgeneration transparency sustainability walmart retail corporateresponsibility
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Trash Talking Good Deeds
From philanthropy to cause marketing to CSR, no good deeds went unpunished this week in opinion news. Professor Angela Eikenberry says in The Conference Board Review that cause marketing “distracts our attention and resources” from the issues. Writer Chrystia Freeland in The Washington Post called CSR a “cult” that “muddies the waters” of core business needs. The Wall Street Journal Europe’s opinion columnist Jamie Whyte writes “corporate philanthropy is tantamount to theft.”
These arguments would sting if they weren’t so tired and misinformed. Esteemed bloggers immediately went on the defensive to highlight the fallacies in these arguments, including Fast Company expert blogger Alice Korngold, who put it nicely – “CSR isn't about puppy dogs and ice cream. CSR is about conducting business with integrity and attention to the community in a way that benefits shareholders.”
Freeland and Whyte pulled the old Milton Friedman card, writing, “The job of business is to make money.” No arguments there. But this is just part of the story: corporate philanthropy, cause marketing and responsible business build reputation and drive shareholder returns. Here is even more proof: according to APCO Worldwide’s latest research, addressing business issues such as philanthropy, community engagement and energy efficiency spur reputation growth. And a better reputation translates into bottom-line benefits: the study notes that with a mere 1 point increase on its Reputation Index, the average consumer will spend an additional $133.05 every year. What will the shareholders think of this?
The big picture these criticisms are revealing is this: Cause marketing, CSR and philanthropy are so engrained in the way businesses should – and in many cases, do – operate today, that a critic can get valuable column inches just by offering a dissenting opinion. It gets attention and starts a flurry of letters to the editor, blog posts and tweets. But as long as efforts are authentic, sustainable and core to business values and operations, leading companies will rise above the dissenters, disprove the naysayers and continue to focus on meeting the demands of the increasingly conscious stakeholders with both business and societal returns. The critics have spoken, but your actions continue to speak louder.
Did you read any of these articles? What did you think?
Tags: corporategiving corporateresponsibility causebranding philanthropy research
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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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Good Competition
Get your game face on because this summer, companies, government agencies and nonprofits are all offering big bucks for game-changing ideas that contribute to the greater good. Conscious consumers and innovators are suiting up to compete for the opportunity to make an impact.
- This week, GE announced the Ecomagination Challenge, which invites inventors, entrepreneurs and startups to compete to develop the next-generation of power grid technologies. The $200 million in prize funding will be doled out in $50,000 to $500,000 increments starting this September.
- The EPA recently announced a National Building Competition, where commercial buildings will compete to shed the most energy waste. Fourteen buildings across the country have been selected to contend for the winner’s title.
- Pepsi extended its Refresh Project by issuing a special Do Good for the Gulf Initiative. Starting this week, participants compete for part of the $1.3 million in grants the beverage giant has set aside for projects that help Gulf residents.
- Also seeking to aid the Gulf crisis, the X PRIZE Foundation is developing a multi-million dollar competition for ideas that will help alleviate the effects of the BP oil spill. Although planning is still underway, oil-cleanup innovators are ramping up for what will likely be a fierce competition.
Leading companies know corporate responsibility is more than just handing over a check. If some friendly competition is what it takes to captivate stakeholders and foster a sense of shared responsibility to solve pressing social and environmental issues – then game on!
Tags: engagement campaigns sharedresponsibility corporateresponsibility contests causebranding
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The Debate of Mandatory CR Reporting
In 1989, following the Exxon Valdez oil spill, nonprofit organization CERES developed the CERES Principles (previously “Valdez Principles”), which introduced specific environmental reporting guidelines. These values became the driving force behind the Global Reporting Initiative standards, which, today, 77 percent of the global 250 use to disclose environmental, social and governance data.
Corporate Responsibility (CR) reporting – often referred to as sustainability reporting – is a voluntary tool used to exercise transparency and proactive engagement on key issues. But what if it was mandated, much like financial reporting? Would this be good for companies? Society? These questions were up for debate in a recent BSR article (membership required), which followed a conversation sparked during the annual conference hosted by the organization. Experts from all sides are debating the implications of such mandates. Highlights include:
Pros of Mandating CR Reporting:
- Gives sustainability the same weight of importance as financial performance
- Creates an equal playing field for companies – requiring all to disclose their practices
- Drives corporate action for positive environmental change
- Encourages companies to simply “check the box” – which goes against the value of Shared Responsibility
- Presents challenge to itemize issues material to all companies across all sectors – therefore, hard to create a standard set of reporting criteria
- Puts liability on companies to ensure accuracy
The question also remains about whether reporting can be an effective tool to meet the demands of all stakeholders. Whether you are for or against reporting mandates, Cone’s research shows consumers are looking to companies to solve societal ills. Most (91%) want companies to communicate their commitments, yet two thirds (67%) of consumers are confused by the messages companies use to talk about their commitments. The challenge for companies today is to create reports or other communications that engage and meet the demands of a range of audiences, including those looking for credible data and those seeking the story behind each CR program.
Reporting is no longer about checking the box. So perhaps it’s less important to debate whether reporting should be mandatory, but rather how CR reports should be executed to meet varied stakeholders’ needs for transparent, yet digestible and relevant information.
Tags: engagement corporateresponsibility sustainability sharedresponsibility
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Goodwill Gets an A+ in Social Math
- 1 jacket = 11 minutes of career counseling
- 1 working computer = 8.1 hours of on-the-job training
Demonstrate Tangible Impact: By using social math, the Donation Impact Calculator makes it easy for donors to understand the social impact of their donations. The site also keeps a running tally of how many pounds of usable goods Goodwill has diverted from landfills for the year (note: at the time of this post, the tally was at nearly 1 billion pounds).
Align with Meaningful Partners: Levi Strauss & Co. launched “A Care Tag for Our Planet” in partnership with Goodwill, which includes messaging on product care tags encouraging people to wash their clothes in cold water, line dry and donate to Goodwill. In addition, Goodwill partnered with Lorie Marrero, best-selling author of The Clutter Diet: The Skinny on Organizing Your Home and Taking Control of Your Life, to show people that cleaning out their closets and donating is one way to live simply, live green and have community impact.
Provide A Visual Cue: Goodwill drew inspiration from the iconic recycle triangle-and-arrows symbol in creating its “D” for Donate logo. Soon to appear on everyday products, it serves as a universal reminder to “recycle” through responsible donation, helping provide opportunities for others while diverting usable items from landfills.
Activate Consumers: Goodwill is encouraging donors to flaunt badges of honor for their good deeds by providing Donate flair for Facebook, Twitter and personal blogs – showing their networks that they support donating responsibly and making an impact on the community and the environment.
Issue a Rallying Cry: The campaign issued The Donate Challenge, encouraging people to visit the site, use the calculator and learn more about how to donate with purpose. The effort looks to educate and inspire people and shift their perceptions about the effects their contributions can have within local communities and on the environment.
Goodwill is already a household name for many Americans. Through its creative use of online tools and strategic partnerships, the nonprofit is sure to help re-energize support for donating and ensure it will stay a household name for generations to come.
This week, Cone is pleased to announce the formal launch of its Nonprofit Marketing discipline, with services designed to help nonprofit organizations strengthen their brands and raise funds. This is Cone’s fifth discipline; the agency also helps organizations build trusted brands through the execution of Cause Branding, Brand Marketing, Corporate Responsibility and Crisis Prevention and Management. For more information, visit www.coneinc.com/nonprofit-marketing.
Tags: nonprofitpowerbrand100 nonprofitcausebranding corporatepartnerships campaigns newmedia bestpractices
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Dawn: A New Day?
After 30 years helping to rescue wildlife from oil pollution, the Dawn Saves Wildlife campaign is more relevant than ever before, amid the largest oil spill in U.S. history. The connection to the crisis is direct – it has donated thousands of bottles of its dish liquid to clean birds affected by the Gulf oil spill. So it would seem that the company has a credible opportunity about which to communicate its efforts, yet Dawn does not appear to be altering its strategy in light of the oil spill.
A few media outlets have highlighted Dawn’s support, including a placement in The New York Times and a mention on CNN. One article noted Dawn has purchased Google adwords to direct searchers to the campaign Facebook page. But, the company itself has not made substantive changes to its TV advertising messages (e.g., a Gulf-specific tag), Web site or even issued a press release in light of its continued commitment to relief efforts. In fact, the current ads were slated to run before the crisis occurred, and there’s no word whether Dawn will continue the campaign after they are scheduled to stop at the end of June.
The choice by Dawn to keep its efforts under the radar comes in stark contrast with other corporate relief efforts – Hooters has touted its donation of pantyhose to make booms that will absorb oil, and Microsoft teamed with TV host Stephen Colbert to donate money to relief efforts every time Colbert said the word “Bing” during his half-hour comedy show.
Times of crisis are bound to be sensitive, and Dawn has to be careful about how it communicates its efforts. The worst thing the company could do is appear to be leveraging the spill as an opportunity for its brand. But because Dawn Saves Wildlife is an established, credible cause effort, there may be a real opportunity for the brand to tweak its messaging (and perhaps even its charitable contributions) in light of the very real, very relevant disaster we face today.
What do you think? Voice your opinion about Dawn’s communications, and what its communication strategy should be moving forward by voting in our latest blog poll.
Tags: crisis causebranding currentevents environment campaigns
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FIFA World Cup Cause Buzz Falls Flat
Sports have an uncanny ability to unite communities, capture attention and inspire goodwill, so major sporting events are a natural fit for cause-related messages. Which is why we are disappointed that so far during the FIFA World Cup – the sporting event boasting the world’s largest audience – the only buzz we’re hearing is coming from vuvuzelas.
Image: BanTheVuvuzela.blogspot.com
With some digging, we found Coca-Cola’s “Youth Talent Development Initiative” in South Africa and FIFA’s “20 Centres for 2010” – an effort launched in 2007 which aims to promote public health, education and football in disadvantaged communities across Africa. But we were hard-pressed to find word of these efforts in major U.S. media. And what about on-the-ground or online cause messages? Those were few and far between as well – most created by NGOs.
No one has followed the topic closer than blogger John Kim on his site, World Cup CSR. For over a year he’s been tracking any and all corporate commitments to the greater good affiliated with the event. His conclusion? Nil. Kim tweets, “Fifa's Centre's 4 Hope R the closest things 2 sponsor related CSR initiatives I've seen while here: disappointed.”
Is this a sign of a trend? The global meeting in South Africa is not the first major sporting event with lackluster cause tie-ins. The 2010 Super Bowl, which despite the hoopla over Pepsi’s departure, lacked social messaging almost entirely during the actual game. This was a decline from the array of cause campaigns we observed in 2009. Prior to that, the 2008 Summer Olympics seemed to lack cause messages aimed at American viewers, as well.
Despite the immense resources put into these events, brands with an established cause or CR presence have not been using the world stage to communicate their commitments and to activate consumers. The World Cup will stand as yet another missed opportunity and overall a disappointment for cause marketers.
What do you think? Did you see something we didn’t? Post the World Cup cause messages you’ve seen by commenting below.
Tags: causemarketing causebranding events trends sports global superbowl
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2010 Cause Marketing Forum Recap: Engagement is Key
I had the pleasure of attending the 2010 Cause Marketing Forum Conference in Chicago this month, and as always, David Hessekiel and his team did a great job encouraging conversation on hot topics in the industry.
Many of the discussions I heard and was a part of at the conference - and afterward - have been around legal issues (Ed Chansky scared everyone in a good way), transparency (Cone's Mike Lawrence helped to simplify it for everyone) and choosing the right partners (Komen & KFC is still being talked about heavily).
Ultimately, the common thread running through all of these topics is the need to engage stakeholders in your cause branding and corporate responsibility activities. At Cone, we call this "Shared Responsibility" and feel strongly that it's where the industry needs to go.
To have the greatest social impact, companies must move beyond philanthropy and transactional cause marketing toward supporting issues that are material to business growth and allow for stakeholders to be engaged in collaborative solutions.
Margaret Morey-Reuner from Timberland (Cone client) spoke directly to this concept during the “CSR Meets CM” dinner, sharing how Timberland has actively engaged consumers through its Earthkeeper program to provide input and be "Voices of Challenge."
No one company or nonprofit can do it alone. By embracing Shared Responsibility, not only can you better identify and avoid potential legal, transparency and partner selection issues, but you can also empower stakeholders to help drive innovation and become true advocates for your efforts.
- Chris Mann, Account Director
Tags: engagement causebranding cone sharedresponsibility conferences transparency
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Marks & Spencer Stay on CR-Point with ‘Plan A’
Is the sustainability message sustainable? This is the question posed for a session Cone will lead today for The Conference Board, and as many of us in this space know, the answer is an unabashed “yes.” For those still unconvinced, here are a few supporting points:
- Investment in CR Steady: 86 percent of companies say investments in green products and green product development will be the same or higher in 2010 than 2009. (GreenBiz.com)
- Consumer Expectations Remain High: 85 percent said their expectations of companies to make and sell environmentally responsible products and services during the economic downturn was the same or higher. (Cone)
- Reporting on the Rise: Nearly 40 percent of firms on the Standard & Poor’s 500 index filed non-financial reports last year, a one-third jump over 2008. (Corporate Register)
- Experts Agree Sustainability Works: 88 percent of global thought leaders agree that improving sustainability performance improves overall brand image. (GlobeScan)
There are many telling examples that showcase how sustainability is not just holding steady, but actually gaining steam, but yesterday’s Environmental Leader highlighted a particularly compelling case. U.K.-based Marks & Spencer launched Plan A in 2007, with 100 sustainability-focused commitments to achieve in 5 years. The program has effectively weathered the economic turmoil to stay on point to meet its 2012 goal. In fact, the company has achieved 62 of its original targets and is slated to achieve all except seven by 2010 – two years ahead of its original schedule.
The company this year ALSO added 80 new or extended commitments with a goal of becoming the world’s most sustainable retailer by 2015. The icing on the sustainability cake is that not only is the company meeting or exceeding its original goals, Plan A became cost positive in 2009. This year, Plan A generated a $73 million dollar profit that was reinvested in the company. And if there's one thing that makes a corporate initiative sustainable, it's a financial return.
See Marks & Spencer’s “How We Do Business Report 2010” for complete details about its commitments, including candid stakeholder feedback about the activities – and, yes, responses from the company on how it’s addressing these concerns.
Tags: research corporateresponsibility cone economy sustainability conferences bestpractices campaigns
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Cause Marketing's Dirty Little Secret
Consumers demand it. Cause marketers extol it. Yet some of even the best-known programs fail to live up to it. It’s time to fess up- lack of transparency is the cause marketing industry’s dirty little secret.
It is by no means a new issue, but it’s coming to a head as cause programs multiply in the marketplace and consumers and the media expect answers (fewer than half of consumers think companies and nonprofitsare providing enough details about their partnerships). For this reason, transparency in cause marketing was the focus of a keynote presentation Cone’s Chief Reputation Officer, Mike Lawrence, shared yesterday at the Cause Marketing Forum in Chicago. The landscape is replete with state commercial co-venture regulations and advertising disclosure laws, but these can vary by location and are rarely enforced. To better navigate this tricky terrain, Mike suggested marketers, nonprofits and agencies should remember to think like a consumer and ask a simple question to ensure clarity in their cause marketing promotions: “What is supposed to happen when I buy this – and how do I know it did?”
Language such as “proud supporter of” (Does this insinuate a flat donation? Does the consumer still believe his or her purchase will contribute to this donation?) or “X percent of gross profits” (Will any consumer know what this translates to?) leaves much room for misinterpretation. Instead, strive to provide the program details up front (Who does this benefit? How much of my individual purchase will go to the cause? How long does the program run?) and confirm the total investment in the issue over time so consumers are confident their participation made a difference.
“What is supposed to happen when I buy this – and how do I know it did?” It’s a seemingly simple question – but are you asking it?
Tags: causepromotions campaigns transparency bestpractices causemarketing
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Consumers as Activists – Against Your Cause
Consumers rule the roost when it comes to online conversations. Technology, paired with low trust in business, has created the perfect environment for consumers to broadcast their objections to business practices and programs. And communicating your well-meaning cause effort is no guarantee the chatter will always be nice.
Case in point: the online backlash to KFC’s “Buckets for the Cure,” which was met with seething criticism by both consumers and seasoned cause marketers. The disconnect between the issue (breast cancer) and the product (fried chicken) was the main point of contention. As the conversation simmered, both the fast food chain and the nonprofit partner came under attack. The fact that this partnership has raised millions to-date is lost, perhaps forever, amid the perfect storm of skeptical consumers and critical chatter online.
The best defense? A good offense. Engage the would-be activists early in the process to better predict what issues could arise. In fact, our research found that consumers want to be engaged in the decision-making process for your social or environmental efforts. To help influence initiatives, consumers are willing to take part in a variety of activities, including participating in a survey (70%) or emailing, calling or talking with the company or an employee (32%). By providing these forums for consumers to voice their opinions, organizations will be better equipped to react to possible criticism and adjust their programs accordingly.
And the benefits don’t end there. When their ideas are put to work, consumers are more likely to buy those products and services (60%), feel more loyal to the organization (54%) and are more likely to recommend it to others (51%). So before you tie a ribbon on your soon-to-launch product, why not ask your consumers what they think about the cause, the nonprofit partner and the details? They’ll be eager to engage, and it may just swap a future headache for a brand halo.
Tags: sharedresponsibility research cone engagement advocacy
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New Research: Engaging Consumers to Achieve Shared Responsibility
For more than 30 years, we have been helping organizations address social and environmental issues (Cause Branding) and change the way they operate for maximum business and societal benefit (Corporate Responsibility). Today, we see a convergence of these distinctive yet synergistic business strategies taking place. We call this intersection of business and society “Shared Responsibility,” and believe the future of sustainable business rests in this alignment – where companies will collaborate with their stakeholders to help address the social and environmental obstacles that stand in the way of greater business opportunity.
In light of this emerging perspective, we fielded research to explore how companies can take a “Shared Responsibility” approach and more effectively collaborate with consumers to help solve social and environmental issues. The Cone 2010 Shared Responsibility Study revealed that despite great opportunity, companies are not quite making the grade when it comes to engaging consumers. Key findings include:
- Eighty-four percent of Americans believe their ideas can help companies create products and services that are a win for consumers, business and society; yet, only half (53%) feel companies are effectively encouraging them to speak up on corporate social and environmental practices and products.
- Three-quarters (75%) of Americans give companies a “C” or below on how they’re engaging consumers around key issues.
- If a company incorporated their ideas, consumers say they would be more likely to buy its products and services (60%), more loyal (54%) and more likely to recommend the company (51%).
Tags: research cone engagement sharedresponsibility
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A Fresh New Attitude for Cause
Some say attitude is everything. And as the dreary April showers finally subside, it’s a perfect time to adopt a fresh, sunny outlook for the spring ahead. We’ve noticed a similar attitude overhaul taking place in a new crop of cause efforts. Instead of focusing on the seriousness of issues, these programs are adjusting the tone of conversations to something a bit more light-hearted to motivate more people to get engaged.
Kotex, as part of its humorous new brand campaign for “U by Kotex,” has teamed up with Girls for a Change to “empower and educate young women to become agents of social change.” The campaign encourages “real talk” about vaginal health and provides ways for girls to learn, interact and share online. Visitors to the brand Web site can sign a “Declaration of Real Talk,” sparking a $1 donation to Girls for a Change with every submission. The site is colorful and youthful – a fresh approach to a discussion that has longed for a makeover.
New fundraising site Crowdwise.com takes a similarly cheeky tone. Its tagline perfectly illustrates its brand personality: “If you don’t give back, no one will like you.” Created by actor Edward Norton, the site offers people a free way to create fundraising pages that can easily be shared through existing social networks. Users are incentivized to raise money by winning points and prizes along the way. With a wry humor sure to attract any do-good teeny-bopper, the added presence of several celebrity projects may help put site traffic into overdrive.
These programs illustrate that a new approach to cause does not always require a new issue or a new audience. By changing the tone of a dialogue or creating new ways of connecting and sharing, people will be reenergized and inspired to make a change. Fostering a positive attitude is one little thing that can make a world of difference.
Tags: Women health fundraising newmedia causebranding campaigns engagement celebrityengagement
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Cone Celebrates the ACS's "Choose You Day"
Today, Cone is joining employers around the country to participate in the American Cancer Society’s first annual Choose You Day. The event encourages Americans to spend 30 minutes doing something healthy and is part of the ACS’s new Choose You movement.
Cone’s Choose You Day events include:
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An hour-long group yoga class
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A healthy snack station
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The 2010 Cone Choose You Walk/Run to the Boston Public Garden
Employees can also make an optional $5 tax-deductible donation to help support the work of ACS. As a thank-you for participation, Cone employees receive a Choose You flower pin along with materials to spread the word and teach others how to make health a priority on Choose You Day.
Join us! Find out more information about how to celebrate Choose You Day in your office or how to make a personal pledge for your health by visiting the Choose You site.
Tags: nonprofitcausebranding donation campaigns employees cancer Women health cone
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Trends in Cause Sponsorship
In follow-up to Chris Mann's recent post on tips to maximize cause sponsorships, I wanted to share a few distinct sponsorship trends that are helping some sophisticated corporate and nonprofit players get noticed in today’s competitive marketplace. These were gleaned from a combination of industry chatter, Cone client work and takeaways from the 2010 IEG Sponsorship Conference.
- Sponsorship Squared: Creative sponsors are leveraging current and new sponsored properties together to bolster returns on both, while carving out a niche to stand out from the clutter.
Example: Ask.com, as a new sponsor of Susan G. Komen for the Cure, leveraged its existing Nascar relationship, allowing fans to have a loved one’s name incorporated into driver Bobby Labonte’s pink tribute car design by visiting their site and honoring those impacted by the disease. - Partnered Promotions: More and more, sponsors are seeking introductions and co-promotions with other non-competitive, complimentary sponsors of the same properties. This can be a win-win-win. The cause property gets more highly engaged sponsors, one sponsor may get a benefit like access to a new customer base and the other may benefit from new, emotional content to further connect with customers. There are a number of ways to slice the varied interests of parties involved, depending on their goals and core assets.
Example: Children’s Miracle Network struck a deal with Microsoft’s XBox to sell bundled games. The games were sold at Walmart, an existing Children’s Miracle Network corporate supporter. The partnership tied all three organizations together, which proved highly beneficial to all parties.
Example: For a promotional period, pairs of New Balance pink sneakers benefitting Susan G. Komen for the Cure also included customer applications for the new Bank of America pink credit cards that benefit the same cause. - Niche is Necessary: While sponsors understand they may be sharing the limelight with other sponsors unless they shell out big dollars for total exclusivity rights, they are expecting a custom niche to help them stand out from the “logo soup.” Satisfy their craving for customization by developing unique, creative solutions and offering “ownership” in a multi-sponsored campaign.
Example: (PRODUCT) RED allows companies to customize their participation with brand-appropriate terms. The Bugaboo baby stroller is adorned with the word Ado(red), Flower Power markets its promotion using Flowe(red), Converse goes in a slightly different direction using Make Mine (Red). Sponsors get a sense of ownership, yet the (PRODUCT) RED brand tie-in is still obvious. - “Non-Cause” Causes: Many companies “invented” their own causes. Sponsors are not always looking to define their philanthropic focus through nonprofit beneficiaries – they are coming up with unique causes and giving the money away to multiple charities, to individual contest winners or to non-traditional partners.
Example: Green Mountain Coffee created the Revelation to Action Changemakers competition to provide grants for innovative solutions to solving community challenges. Its partner is Ashoka's Changemakers, not a traditional charity partner, and the money goes to individuals to help make change in their communities and not to nonprofits directly. - Starter/Teaser (not Discounted) Packages: Especially in this economy, it is important for properties to offer a range of options. It may be more difficult for sponsors to take a “leap of faith” and pony up for the top tier sponsorship. They may be more likely to spend less money to get a sense of how their objectives may be met on a lower tier package before taking the plunge. It is important not to succumb to discounting, as this makes it difficult to return to your fair market value. Instead, think creatively about how to offer smaller, start-up packages.
Example: The American Heart Association’s Go Red For Women (Cone client) does this by offering multiple tiered sponsorship packages, including short-term cause marketing opportunities to simply use the logo and raise funds for the cause. Companies can start here and see if they want to opt-up to larger opportunities with more tangible benefits.
- Anne Erhard, Vice President
Tags: sponsorship causebranding nonprofitcausebranding conferences trends
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Inspiring Women to 'Choose You'
Mother’s Day is just around the corner. Have you thought of a gift for the special women in your life? Flowers, jewelry or a nice brunch may be indulgent – but a truly memorable gift would be getting mom to care for her health.
Just in time for Mother’s Day, the American Cancer Society* (ACS) is launching a movement to encourage mom to do just that. Called Choose You, this initiative is inspiring women to put their health first and make lifestyle choices that will help them stay well and help prevent cancer. Choose You is primarily focused on women, but also invites men to join the movement and encourage the women in their lives to put their health first. A celebratory launch took place on Tuesday, where celebrity ambassador Ellen Pompeo illuminated the Walgreens’ Times Square digital billboard, the world’s largest, with images of women and men who joined the movement. This was followed by a star-studded honorary luncheon, including Gabourey Sidibe, academy-award nominated star of Precious; JuJu Chang, co-host Good Morning America; Kiran Chetry, CNN’s American Morning; and representatives from Choose You’s National Presenting Sponsors, Sprite Zero and Walgreens. This luncheon also brought together influencers on women's health to hear directly from ACS executives and scientific leaders.
But the movement doesn’t end with the glitz of the launch. ACS is making it easy for individuals to make a wellness pledge online (quit smoking, adopt healthier eating habits, etc.) and gain the support of their peers throughout their journey to a healthier lifestyle. Participants benefit from the emotional and financial backing of their supporters (who can pledge “support donations” to ACS on behalf of their friend's or loved one’s goal). When they achieve success, supporters’ donations will go to ACS. If unsuccessful, the participant's pledge will go to ACS. The structure is a win-win for both the cause and the individual, transforming the model for how to fundraise and incentivize behavior change online.
ACS will sustain the movement offline with a multi-faceted, year-round approach that reaches women wherever they are – online, in-store, at the workplace or in local communities – through a variety of targeted initiatives.
And mark your calendars – ACS has established May 12 as National Choose You Day, asking employers to give their workers 30 minutes to do something to promote their health. This annual event will be a reminder of the campaign – and will ensure it is re-energized each year. Suitably, the day of recognition will fall close to Mother’s Day every year, meaning it is always an appropriate time to remind the women close to you to focus on their health.
*ACS is a client of Cone, who helped develop and execute this campaign.
Tags: cone Women newmedia nonprofitcausebranding celebrityengagement campaigns cancer
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Execution Matters in Mobile Giving Campaigns
The success of text-to-give fundraising efforts after the earthquake in Haiti ignited a firestorm of articles, research (including Cone’s) and debate about mobile giving. Had it reached a tipping point? Is it a valid giving strategy for other organizations and causes? The answer is “yes” because of its ease and immediacy. But at the end of the day, text messaging is still like any other communications and fundraising vehicle – it is still the execution that matters.
Two recent campaigns, both coincidentally focusing on homelessness, are successfully using text-to-donate campaigns to present compelling appeals to potential donors.
The “I Am Here” campaign in Austin, TX has literally hoisted a homeless man named Danny up to a billboard along a major highway. The billboard encourages passing cars to text a donation to help Danny and his family get a home.
The short-term goal is to raise $12,000 to purchase a home for Danny, but the larger scope of the program is to raise visibility and compassion for the homeless population by putting drivers face-to-face with a real human story. Although focused regionally, the campaign has attracted national media attention.
New York-based Pathways to Housing also used a local execution, but added a layer of interactivity to its mobile campaign. The organization projected an image of a sleeping homeless man on the side of a building where passersby could send a message to trigger a video in which the man gets up and walks in the door of his new apartment. The action did not require a donation, but it provided the opportunity to donate via cell phone or to visit the Web site for more information.
Text message fundraising is still novel enough that it’s easy to think it alone will make a campaign successful. But just like direct mail, email or any other fundraising tool, it too will fall flat unless the appeal is compelling, urgent and easy to fulfill. This was certainly the case in Austin where we’re happy to report that just days after his unique billboard appeal, Danny has a new home.
Tags: donation causebranding charitablegiving campaigns fundraising newmedia
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Happy Earth Day! (Again.)
Happy Earth Day! No, we’re not behind the times. We’re well-aware yesterday was Earth Day, and we celebrated right alongside every other eco-conscious organization in the world. We applaud the efforts, announcements and commitments organizations made. But for us, and hopefully many of you, today is Earth Day, too, and therefore still worth talking about.
Despite data showing most consumers (91%) want to hear about companies’ social and environmental commitments, it’s easy to become overwhelmed by “earth-friendly” messages on Earth Day. One sustainability writer tallied 287 Earth Day-related email announcements in his inbox – an obvious gluttony of green. One can only imagine consumers feel the same.
So instead of blasting your latest green product launch or environmental announcement only on April 22, why not use all 365 days in a year to communicate with your consumers? In fact, most consumers (85%) want companies to communicate their environmental commitments year-round, as opposed to seasonally to coincide with isolated events, such as Earth Day. Not only will an ongoing communications strategy help your organization avoid the green deluge, but it will also increase the exposure of your efforts by reaching stakeholders throughout the year, likely when they can pay closer attention.
As consumers and other stakeholders become ever-more demanding of corporate sustainability efforts, it also becomes harder for companies to break through with their messages. Choose your timing wisely. Your customers – and the media – will take better notice and appreciate your efforts when they’re not already drowning in green.
Tags: EarthDay environment
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Traditional Media Harnesses New Media for Cause
Instead of fighting against the social media tide, some print media are harnessing a wave of social media tools to empower their brands and reputations. And a select few are taking it a step further by using social media to leverage cause efforts. Case in point: Newspaper giant USA Today.
The popular daily is turning to the Twitter community for its #AmericaWants contest, where followers can vote for their favorite charities. The reward for the winning nonprofit? A full page advertisement in the print edition. The ad space, valued at nearly $190,000, will go to the nonprofit that solicits the most Tweets that say, “#AmericaWants (name of charity) to get a full-page ad in USA Today."
By turning control over to the Twitter community, the publication has found an innovative and low-cost way to use social media to further its cause commitments. The contest aligns with several other cause-centric initiatives by the publication, including the Fall 2009 launch of the Kindness community, which is a site dedicated to inspiring and uplifting stories and resources. In addition, USA Today runs a semi-annual Sharing in the USA bonus section and has committed to a monthly philanthropy feature to help raise awareness and encourage giving efforts throughout its national network.
This latest campaign marks an impressive commitment by one of the nation’s largest traditional media publications to cross-promote its cause initiatives through online channels. And the possibilities for this medium are just beginning. Additional opportunities for in-kind giving could extend to online advertising or other new media networks.
What do you think of USA Today’s new twist on in-kind giving? Share your thoughts below.
Tags: causebranding campaigns newmedia corporategiving
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Forgetting Your Shoes for a Good Cause
Going barefoot in the office is usually a faux paux – unless you’re an avid supporter of TOMS Shoes.
Yesterday marked the annual One Day Without Shoes event, which challenged people across the country to spend the entire day (or even a few hours) sans shoes. TOMS rose to fame in the cause world through its simple, but powerful, buy one, give one model. For every pair of TOMS Shoes someone buys, a pair is given to a child in need. Yesterday’s effort drew support from 250,000 people through more than 1,600 events around the world. How did they achieve such success? Here are a few thoughts:
Low Barrier to Entry – Consumers didn’t have to contribute financially to take part in the effort, they simply needed to kick off their shoes for the day. This easy call-to-action allows both TOMS Shoes loyalists and non-customers to take part.
Wow Factor – Sometimes the best way to garner awareness is by causing a scene. A shoe-free day is less extreme than wearing nothing but an apron to work – which LUSH Cosmetics employees do once a year to make a statement about over-packaging – but is nonetheless an eye-catching spectacle for a good cause. And getting some celebrities, including Kristen Bell, Matisyahu, Morgan Spurlock and Heather Graham, to kick off their shoes for a day doesn’t hurt either.
Teaching Moment – TOMS was able to supplement its existing sales-based cause efforts with an educational, worldwide event to help inform the public about the risks millions face by living without shoes. The threats range from cuts and scrapes that can lead to infection to Podoconiosis, a debilitating and disfiguring disease caused by walking barefoot in volcanic soil. Suddenly, shoes are about more than just comfort and style.
Personal Connection – The event helps bring participants closer to the issue through first-hand experience. Instead of discussing TOMS’ mission in the abstract, the organization gave consumers a way to experience the cause for themselves and gain appreciation for what life is like for the children the company serves.
Widespread and Grassroots – The success of the campaign is largely due to the hundreds of regional events across the globe within cities, college campuses and even elementary schools. The One Day Without Shoes Web site offered toolkits to help participants organize, promote and execute the local efforts.
TOMS Shoes has already established a cult following among socially conscious fashionistas and is slowly creating a movement with its simple rallying cry for the cause. By executing an engaging and powerful event, TOMS was able to reach a wider audience with the message and hopefully increase its band of loyal followers who will provide shoes to the world’s children, one by one.
Did you participate? Tell us what you thought of the experience.
Tags: advocacy causebranding global campaigns engagement celebrityengagement
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5 Ways to Get The Most Out Of Your Cause Sponsorship
Cause sponsorships are a great way to enhance your existing cause branding platform, drive sales of specific cause products or introduce your marketing and sales teams to the power of cause through a medium they’re more familiar with. Here are some tips on how to make sure you are getting the most out of your cause sponsorships (or any sponsorship for that matter):
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Make a commitment – Consistency and frequency are the keys to making your presence stick in people’s minds, so choose your cause sponsorship carefully and plan for a long-term commitment if possible. Think through why you are signing the sponsorship and envision how it could look one, three and five years out. Does the cause align with what your brand stands for or is it just a short-term vehicle to reach your target consumer? Is the property sustainable and do they have a solid growth plan? Are they interested in helping you reach your goals? Are you committed to helping them reach theirs? These are all questions you should be able to answer.
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Put yourself in their shoes – Before you plan any activation, go see the sponsorship property in person. Talk to participants, fellow sponsors and event organizers. Even better, sign up as a participant yourself to get the full experience. Think about how you can add value for the event and its participants first and your brand/company second. Participants will be much more interested in what you have to say once you show them that you understand and want to add to their experience.
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Show some love to the small & local – If your sponsorship is with a national organization or event series, make sure you have something for their local affiliates/chapters/offices. Oftentimes, the local staff doesn’t see the dollars you give to the national organization and have their own local sponsors to take care of. Find ways to offer volunteers, money and product on the local level to earn their support. You’ll get better communication and cooperation in return.
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Activate for the behaviors you want – Word of mouth and referrals are more powerful than any other form of advertising or marketing. Plan your activation to encourage participants to use your product on-site in fun and visible ways. Find ways to specially recognize and thank participants who are already loyal customers. Reward them and they will reward you.
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Help everyone share in the experience – Educate and involve your employees and customers about your sponsorship in advance and give them ways to get involved. Use all of your internal and external vehicles to talk about the cause sponsorship and offer direction on how to learn more, participate, donate, volunteer and spread the word.
Follow the above tips and you’ll be on your way to a sponsorship that helps your brand stand out, engages your customers and makes a real difference.
- Chris Mann, Account Director
Tags: marketing employees sponsorship causebranding nonprofitcausebranding
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Big Things Come with Small Changes
As companies tackle climate change, the global water crisis and human rights abuses across the world, we have one question – did they remember to turn off the lights? It might seem routine, but the little changes are still making a big difference for companies, including Ford, which expects to save at least $1.2 million with a management system that will turn off idle computers. Not only will this save money and benefit the bottom line, it will also reduce its carbon emissions by 25,000 metric tons a year.
And simple changes hold true for consumers as well. Washington D.C.’s five cent tax on plastic bags, instated in January 2009, resulted in a huge drop in the number of bags distributed – from a monthly average of 22.5 million in 2009 to only 3 million in January 2010. Shoppers needed the monetary incentive to bring their reusable bags more often. The result was not only less waste, but also over $150,000 in revenue to support cleanup projects in the area.
We’re all pushing the corporate responsibility agenda forward, and there’s no question that simple financial and resource efficiencies won’t solve all of the problems before us. But, as we venture into Earth month, and you continue to tackle the big issues of our time with progressive social and environmental initiatives, don’t overlook the small changes your organization can make. You could implement them today, and they just may add up to something big.
Tags: environment sharedresponsibility corporateresponsibility
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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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Who is Responsible for the Nation's Health? Everyone
If there is one social issue capturing attention this week it is the nation’s health, following the monumental signing of healthcare reform legislation by the U.S. government. No matter which side of the debate you sit on, perhaps there is one shared reality – true change will come only when all sectors work together to create solutions. In fact, most Americans (89%) expect business, government and nonprofit organizations to work collaboratively to solve social issues.
We are already seeing a lot of cross-sector momentum which demonstrates a sense of shared responsibility. Organizations have started working together to address the national concerns of childhood obesity and healthy schools. A few recent initiatives include:
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Michelle Obama’s “Let’s Move” campaign to fight childhood obesity, supported by the dairy industry
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The American Beverage Association’s agreement to remove high-calorie beverages from schools, which includes key industry players PepsiCo and Coca-Cola
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Jamba Juice and the National Parent Teacher Association's (PTA) creation of a smoothie to help young people get their daily servings of fruit
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Celebrity chef Jamie Oliver’s partnership with ABC for the premier of “Jamie Oliver’s Food Revolution,” a reality series where he sets out to make over the eating habits of families in the “nation’s unhealthiest city”
The government is forcing change, but the responsibility rests on everyone. National health is too large for one organization or sector to tackle alone. Leaders of all sectors should take time to consider how they will impact the issue, and what role they will play in promoting national health solutions. What role will your organization play? Share your plans in the comments below.
Tags: youth health currentevents campaigns sharedresponsibility
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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: causebranding currentevents brandmarketing global
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World Water Day Goes Social
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
Tags: Twitter causebranding employees campaigns global Volunteer newmedia
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Top 10 Types of Cause Promotions
1. The “Proud Supporter” Method
This first promotion type describes when a company gives a flat donation to a cause/nonprofit organization, and the donation is not tied to sales of a product or action by the consumer. Cone refers to this as the “proud supporter” method because this language often accompanies this type of cause promotion on the package.
Example: General Mills* Pink Together campaign
Pro: Longer shelf life because it’s not directly tied to individual sales
Con: Passive consumer engagement – no compelling call-to-action to drive engagement
2. Donation with Purchase
Possibly the most common approach associated with cause-related promotions, this is when a donation is triggered for each specially marked package sold during a pre-determined timeframe. The donation may vary and may be described in terms of a percentage or dollar amount of each product. A funding cap is generally associated with this type of promotion.
Example: Betty Crocker Stirring Up Wishes* campaign
Pro: Opportunity to track sales and sales lift
Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.)
3. Donation with Label or Coupon Redemption
This method is when a company makes a donation for every code/label provided through purchase and redeemed in-store or via mail. It is not the sale itself which triggers the donation, but the supplemental action.
Example: Yoplait Save Lids to Save Lives*
Pro: Ability to track consumer reaction to promotion and resulting sales lift
Con: Some consumers are dissuaded by need to take an “extra step”
4. Donation with Online Activation
Similar to the in-store redemption method, this is when a company makes a donation for every code/label provided through purchase and redeemed or activated online.
Example: Dawn Saves Wildlife
Pro: Convenient for consumers and offers second point of engagement
Con: Easy for consumers to forget to redeem code/label because it is not an immediate action
5. Donation with Consumer Action
A method that doesn’t require a purchase; the fifth type of promotion is when a company makes a donation when the consumer takes a specific action (e.g., sends a viral gift, hosts an event, designs packaging).
Example: Mike’s Hard Lemonade Share Some Pink campaign*
Pro: Compelling consumer call-to-action
Con: Less direct tie to sales
6. Dual Incentive Method
A dual incentive promotion is when a company provides an incentive to drive consumer donations (e.g., a donation match, a product coupon or discount).
Example: Lands End Big Warm Up campaign
Pro: Loyalty opportunity – consumers feel a partnership with the company and rewarded for their efforts
Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive
7. Consumer Pledge Drives
Some companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge.
Example: Starbucks Pledge5 campaign
Pro: Gives consumer a voice
Con: Requires localization to ensure highest level of consumer relevance
8. Buy One, Give One (BOGO) Method
A promotion that is gaining in popularity, BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated).
Example: Pampers’ 1 Pack = 1 Vaccine campaign
Pro: Consumers are very responsive to tangible, immediate results
Con: Difficult to translate outputs (# of vaccines) to outcomes (# of lives affected) and the actual cost of the individual item donated may be small (few cents)
9. Consumer-Directed Donation
This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.
Example: Target Bullseye Gives campaign
Pro: Consumer is empowered – higher level of engagement and perceived value
Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries
10. Volunteerism Rally
The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services.
Example: Disney’s Give a Day, Get a Disney Day campaign
Pro: Opportunity for localization and personalization
Con: High level of consumer commitment required
*Cone client
Tags: donation campaigns newmedia engagement causebranding
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New Research: Nonprofit Marketing Trend Tracker
As more than 1.5 million nonprofit organizations in the U.S. vie for the attention of potential donors and supporters, the newly released 2010 Cone Nonprofit Marketing Trend Tracker reveals a powerful, if unexpected, ally – for-profit companies. According to the new survey, more than three-quarters (78%) of consumers believe a nonprofit’s partnership with a trusted company or brand makes a cause stand out.
We have long known such cross-sector partnerships benefit companies, but the results of this survey reveal the nonprofit is perched under the same halo. Not only do many consumers feel better about a nonprofit when it partners with a company (56%) – they are also more likely to support it:
- 59% of Americans are more likely to buy a product associated with the partnership;
- 50% are more likely to donate to the nonprofit;
- 49% are more likely to participate in an event for the nonprofit; and
- 41% are more likely to volunteer for the nonprofit.
American consumers are highly attuned to nonprofit-corporate partnerships in the marketplace today and, as a result, want to see the complete picture. They are seeking details of partnerships (61%) before deciding to support the cause, and they want to see results – 75 percent want to hear about the effect on the social issue or the0 money raised for the cause. In light of this penchant for detail, fewer than half (45%) think nonprofits and companies disclose enough information about their partnerships.
Leading nonprofit brands can harness the power of strategic corporate partnerships and, by offering complete details and a compelling call-to-action, enhance relationships with existing supporters and rally new cause ambassadors.
For additional results and insights from the 2010 Cone Nonprofit Marketing Trend Tracker, download the release and fact sheet from our Web site.
Tags: nonprofitcausebranding research cone corporatepartnerships
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Disaster Donations: Haiti vs. Chile
Donations for relief efforts in Chile pale in comparison to those for Haiti. The Chronicle of Philanthropy reports in an interview that a mere $250,000 raised by Americans three days following the Chile disaster, which starkly contrasts the nearly $97 million raised three days following the Haiti earthquake. Despite experiencing a stronger earthquake, Chile’s existing building codes and infrastructure better prepared it to cope with damages. However, several other factors may have influenced the difference in donations:
Consumers Are Tapped Out – Many Americans responded to the Haiti crisis by taking part in the widespread text-to-give campaigns promoted by major relief organizations, through which the American Red Cross alone raised $32 million. Mobile giving was a fast and easy way to respond to the crisis, but some may simply be overwhelmed by donating to the second major disaster in a two-month period. In addition, there has seemingly been more media attention for the Haiti disaster, which continues to capture headlines amidst the Chile crisis.
Call To Action Was Less Urgent – The Chile government’s call for aid didn’t take place for several days after the disaster which influences donor urgency. According to The 2010 Cone Text-to-Give Trend Tracker, more than one fifth (22%) of respondents indicated they would donate to causes via text message only when the need was urgent.
Haiti Activated Grassroots – In Haiti, the need for donations was immediate and urgent. Individuals were activated to help not only through popular donation campaigns by organizations such as the American Red Cross and Yele Haiti, but also through their own grassroots efforts that utilized events and social media. The Wall Street Journal this week highlighted some of the more extraordinary methods for individual fundraising, such as a skydiving nun and pajama-clad office workers.
Celebrity Involvement – The star power that surrounded Haiti undoubtedly drew additional attention to relief efforts. Whether sports stars making a statement on the courts or a star-studded telethon, celebrities came together for the cause and inspired other Americans to do the same.
None of these factors are the responsibility of any one stakeholder. Governments, relief organizations, businesses, influencers and consumers need to work collaboratively toward a common solution for maximum impact, and we saw this collaboration in top form following the earthquake in Haiti. The sobering reality of the back-to-back earthquakes of 2010, however, made it clear that no two disasters, or their resulting relief efforts, are the same. What will you and your organization proactively prepare to do when another disaster strikes?
Tags: causebranding crisis donation currentevents global fundraising newmedia
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Teach a Cause to Fish
To infuse passion into a cause, organizations can look to this classic adage for inspiration - “Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime.” In the cause-related marketing space, we’re seeing this concept play out as some organizations offer not just philanthropic dollars and product tie-ins, but the actual tools and infrastructure needed to empower consumers to rally their own supporters for the cause.
Case in point is the recently launched Bisquick Pancake Nation (Cone client), which provides consumers with the tools they need to host a successful pancake breakfast in support of a cause. Bisquick bypassed the more traditional cause route (i.e., donating a portion of sales) and instead is offering a collection of resources to help the organizers of the nation’s many community pancake breakfasts plan, promote and execute successful events. The Web site offers everything from pancake recipes to signage templates and downloadable placemats. In addition, there are grants available for organizations to promote their events.
Other recent examples of “teach a cause to fish” include Macy’s holiday 2009 “Come+Together” campaign and Yahoo’s 2009 year-end “You In?” campaign. Macy’s approach encouraged consumers to host a dinner party and ask guests to donate money to Feeding America (Cone client) in lieu of the traditional hostess gift. In addition to matching any donations, Macy’s provided celebrity recipe ideas/meal plans, invitations and music ideas to create the perfect dinner party. Yahoo harnessed the power of consumers by asking users to commit to random acts of kindness and use the Yahoo network to post their good deeds and encourage others to do the same.
Empowering consumers to lead cause efforts encourages a deeper level of engagement with both the brand and the issue and a bigger impact in the communities where it’s most needed. When consumers have an active role in the program, they’ll be evangelists for your message and more likely to engage in future efforts, too.
Have you seen other examples of this approach? Please share!
Tags: corporategiving causebranding campaigns trends newmedia
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Guest Post: Driving Good Intentions to Greater Impact
The following is a guest post by a Cone client. Evan Hochberg directs Deloitte’s national Community Involvement program where he provides strategic direction for philanthropy, volunteerism, pro-bono and workplace giving.
It has been 10 months since the Serve America Act was passed into law. During that time, the tremendous buzz created by President Obama and others on the subject of service has been palpable. However, much of the discussion has been focused on driving numbers – volunteers and volunteer hours. Today, as the corporate giving community celebrates International Corporate Philanthropy Day, I encourage the corporate philanthropy and nonprofit communities to extend the service dialogue beyond transactional goals and metrics. If volunteerism is to be a powerful driver of social impact and business value, we must focus not just on more volunteers, but on more productive volunteering.
It is not enough to simply encourage our employees to volunteer, when volunteerism too often equates to unskilled labor. Nonprofits are sophisticated organizations and they need more from us. When it comes to impacting critical issues through volunteerism, we must remember that this is not an area where more volunteers necessarily equals greater impact. Volunteers are a means to making a positive contribution to society, but it's what these generous people do with their time that is really important. We must design volunteer efforts that can truly make an enduring difference. For example, at Deloitte, we have developed initiatives that harnesses and contributes the best thinking of our people, including our $50 million pro bono program, our Deloitte Center for Leadership and the Community, and many other skills-based volunteering programs. By sharing our personnel’s critical business skills and knowledge, we are able to deliver more valuable outcomes to the nonprofits with whom we work and to the communities that depend upon them.
Deloitte has also been proud to serve as a co-convener of Reimagining Service, a coalition of leaders from the government, nonprofit and corporate sectors who seek to increase the impact of volunteers and their ability to address our country’s most pressing social issues.
Too often, talented people with good intentions are given volunteer tasks that do not leverage their skills and knowledge. A key to our success as a service nation is not just getting people to care, but also helping them figure out how they can make the greatest difference, given their time, their skills and the pressing needs of the community.
- Evan Hochberg, National Director of Community Involvement, Deloitte Services LP
Tags: philanthropy research corporategiving
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Going Beyond Wins and Losses, Sports Step up for Causes
We’re getting our sports fix in 2010, bouncing from the Super Bowl right into the Olympic Winter Games. Luckily for us, cause marketers have reason to cheer, as cause connections with sports are gaining prominence. Street & Smith’s Sports Business Journal even noted in a recent issue, “as sports properties have grown in prominence, so has the sentiment that they must do more for the community, beyond wins and losses.”
The immense passion and strong commitment required of both sports and causes make them ideal teammates, and cause marketing for sports can be approached in a number of ways: from the perspective of the individual athlete, league, corporate partner or nonprofit. Here are a few examples of sports causes in action:
- Individual Athlete – Several Olympic athletes are giving back, including 2010 halfpipe silver medalist Hannah Teter, who began selling maple syrup called Hannah's Gold in an effort to raise money for underprivileged children around the world.
- League – The NFL PLAY 60 campaign is tackling childhood obesity by encouraging kids to be more active. Engagement takes place through in-school, afterschool and team-based programs, and through online child-targeted outreach and in partnership with like-minded organizations.
- Corporate Partners – Possibly the most notable sports-related cause is the Lance Armstrong Foundation, raising money for cancer research largely through the success of its partnership with Nike.
- Nonprofits – This week, the Ad Council engaged athletes Drew Brees and Tony Hawk for its latest PSA campaign supporting First Lady Michelle Obama's Let's Move! effort to fight childhood obesity.
- Focus – Identify an issue that is relevant to the person or organization and stick to it.
- Leverage All Assets – Think beyond the big check and utilize other valuable assets, such as volunteers, airtime and celebrity appearances.
- Engage – Think of ways to engage multiple audiences, such as fans, the media or others in the sports community.
- Commit Long-Term – Cause commitments made over a long period of time offer the opportunity for the player or organization to gain the reputational benefits of the cause association.
Tags: celebrityengagement charitablegiving nonprofitcausebranding nonprofit charity causebranding
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New Research: Text-to-Give Trend Tracker
Americans were quick to react to the Haiti disaster last month, donating millions of dollars in a matter of hours. A driving factor in the lightning-fast fundraising was the ease of donating through the Web and mobile devices.
The results were so impressive – the American Red Cross raised more than $32 million alone through its mobile text-to-give effort – that Cone wanted to explore how, and why, many Americans engaged in text-to-donate campaigns. We fielded a brief, two-question online survey with Invoke Solutions to explore the trend, and the results revealed 13 percent of respondents donated via text message following the earthquake. Although this number may seem low given the massive support for relief organizations, it represents well over a 100 percent jump from Cone’s 2009 Consumer New Media Study conducted just last fall. In that survey, six percent of American adults said they had donated to any cause via mobile phone over a 12-month period.
Most of the 13 percent who texted a donation to Haiti indicated they did so because it was the fastest and easiest way to respond to the urgent need (8%). But the survey also indicated that the success of text-to-give efforts for Haiti may be more than just a flash in the pan. Nearly a quarter of respondents (23%) said if they donate once through a text message, they are more likely to donate again.
Mobile donations are clearly building traction with American donors, but what does this mean for future fundraising efforts? Nonprofits looking to engage supporters through this channel should note the other survey findings:
- 27% of Americans are more likely to donate via text message if there is a credible endorser (person, company, nonprofit)
- 27% would be more likely to text a donation if a company/organization “matched” their gift
- 22% would use text messaging to donate to causes only when there is an urgent need
- 19% would rather text a donation to a cause or nonprofit organization than through other means (e.g., write a check or donate online)
- 18% are now more likely to text a donation to their favorite nonprofit organization if it is an available option
We may have reached the tipping point for mobile donations after the earthquake in Haiti. It will be interesting to watch if and how nonprofits adapt this technology to their own causes through urgent, yet strategic appeals.
About the 2010 Cone Text-to-Give Trend Tracker:
The research presents the findings of an online survey conducted in February 2010 by Invoke Solutions among a demographically representative U.S. sample of 1,183 adults. The margin of error associated with this sample of this size is ±3%.
Tags: donation currentevents nonprofitcausebranding fundraising newmedia
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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: causebranding nonprofitcausebranding marketing
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Where Did All the Cause Ads Go?
Every year, we watch the Super Bowl with great expectations for cause marketing, which has become more prominent in the sought-after advertising spots. Although Pepsi received much of the pre-Super Bowl advertising buzz for not buying spots and instead investing in its cause program, the Cone team felt disappointed there weren't more cause efforts during the big game.
Check out the video below to hear what they had to say:
Tags: causebranding superbowl
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Go Red or Go Home
The country is awash in red today as millions support the fight against heart disease by uniting for National Wear Red Day. This icon day is a cornerstone event of the American Heart Association’s (Cone client) year-round Go Red For Women initiative and has helped raise millions of dollars - and supporters - for the cause.
The Cone team goes red for National Wear Red Day 2010
Go Red For Women has transformed the issue of heart disease - the number one killer of women in America – to be more approachable and engaging through a multi-faceted program. Today’s sweeping support of National Wear Red Day on TV, in the news, on the Internet and in the workplace is evidence of the immense passion supporters have for this cause.
Its ability to capture the hearts and attention of the public makes it no surprise that the American Heart Association (AHA) came out as one of the top nonprofits on The Cone Nonprofit Power Brand 100. The organization serves as a beacon for others in its ability to engage the public and create an army of supporters for the cause. Here are just a few of the reasons the AHA resonates with the public:
Strong corporate partnerships – Macy’s, Merck, Campbell’s and Jiffy Lube (Cone client), among others, are supporters of the Go Red For Women campaign, offering additional resources to help drive awareness of the cause.
Celebrity endorsement – Actress Jennie Garth joined the Go Red movement as a celebrity spokesperson for 2010, helping drive additional attention to the issue. Past spokespersons have included Marie Osmond and Andie MacDowell, who continue to engage in and drive awareness of the cause.
Iconic color – The AHA has created a movement around the color red and the red dress, establishing it as a symbol for the fight against heart disease.
Multi-channel engagement – Go Red For Women has penetrated the communications landscape, with messaging for the cause in print and broadcast channels, through social media, in the workplace and even on mobile phones.
Brand ambassadors – Go Red For Women owes its success to the millions of passionate supporters who rally for the cause by fundraising, advocating and educating others about the disease.
All of these, and more, contributed to the AHA Go Red For Women's honor as one of the top Public Relations Campaigns of the Decade by the Holmes Report. To learn more about Go Red For Women or National Wear Red Day, visit www.goredforwomen.org.
Tags: corporatepartnerships nonprofitcausebranding campaigns celebrityengagement nonprofitpowerbrand100
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The Race is on to Catch Foursquare – Enter CauseWorld
Geolocation apps for mobile devices are one of the rising social media trends du jour and Foursquare is the undisputed leader of the pack. But Shopkick’s latest free iPhone app, CauseWorld, delivers geolocation technology with a philanthropic twist - it allows users to make charitable contributions just by walking into stores.
Launched in December of 2009, CauseWorld works in the same way as apps like Foursquare and Gowalla. Using geolocation, the app will show the user a list of nearby participating stores. The user enters the store, checks in on their phone, and earns “karma” – no purchase necessary. “Karma” is not measured in dollar amounts, but in actual deeds. There are nine pre-defined causes, with karma costs ranging from 2-100. Supported by a $500,000 fund donated by Citi and Kraft, CauseWorld is able to take action without any paid contribution from the app user.
With so-called “microgiving” on the rise, Shopkick seems to have stepped into an open mobile niche. But can CauseWorld compete with Foursquare? Let’s take a look at how they stack up:
CauseWorld vs. Foursquare
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Integration with Other Platforms. Both have wisely integrated with Facebook, allowing users to post their latest accomplishments in order to generate more interest but Foursquare also integrates with Twitter. Real-time updates rock – +1 Foursquare
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Prizes vs. Donations. Foursquare users earn badges for visiting participating locations. The most frequent visitor can become a location’s “Mayor,” entitling him or her to free promotional items. CauseWorld karma-collectors are able to make increasingly more large-scale charitable contributions as their visits pile up. Giving is in – +1 CauseWorld
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City Guide vs. Karma Guide. Foursquare serves as a neighborhood guide, showing lists of all businesses in the area. According to Michael Arrington at TechCrunch, CauseWorld lists only the businesses that offer karma. To-do lists and tips are good – +2 Foursquare
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Competitors vs. Do-Gooders. Foursquare may attract users with a desire to compete (looking to earn Mayor-status prizes). After the thrill of the chase has ceased, these users may move on to a new challenge: a different app. With only charitable giving offered in exchange for use, CauseWorld attracts users who have a desire to “do good.” As Marijane Miller of WhatGives writes, a CauseWorld user is “potentially more likely to be converted into a regular shopper” at a store that back his or her cause and values. Doing good and potential ROI – +2 CauseWorld
Winner: ?
CauseWorld is just the first of Shopkick’s soon-to-expand repertoire of offerings. However, bloggers such as Joe Waters have begun to speculate how philanthropy and microgiving can be more consistently incorporated into the Foursquare universe. Is it idealistic to believe that CauseWorld has a fighting chance to survive in the same arena as Foursquare?
- By Emily Coogan, New Media Intern & Marcus Andrews, New Media Associate
Tags: donation causebranding newmedia
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Rising to the Transparency Challenge
Transparency is a critical issue for corporate leaders, one that separates the compliers from the leaders in corporate responsibility reporting. It is a difficult aspect to measure, but Corporate Knights has tried to do just that with a new and improved release of its annual study, The Global 100 Most Sustainable Corporations in the World.
The Corporate Knights added a unique measure this year, called a Transparency Indicator. The number quantifies how easy it was to find information for the 10 other Key Performance Indicators (KPIs), therefore indicating the level of disclosure companies are practicing. As Corporate Knights' editor-in-chief Toby Heaps notes, "You need to have transparency if you want people to take you seriously. Then you can get beyond platitudes and discuss issues that people really care about."
But Corporate Knights is not the first to incorporate transparency. In 2009, CRO based its analysis of the 100 Best Corporate Citizens on data that was publicly disclosed, but Corporate Knights took it to the next level by creating a transparency metric that factored into the overall scoring.
What effect does transparency have on the final rankings? At #1, GE had a 73 percent transparency rank and at #2, PG&E had a 25 percent transparency rank. It's difficult to say without further analysis, but could decreasing the transparency gap have helped PG&E rise to the top? Fortunately, Corporate Knights walked its own talk by publishing complete data tables on its Web site for you to review.
Tags: global corporateresponsibility research transparency
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Practical Tips for Selling Cause Partnerships to Corporate Sponsors
Cause sponsorship remains the fastest-growing slice of the sponsorship pie, projected to grow 6.1% in 2010, according to IEG. As a nonprofit, finding the support to keep your organization growing is more crucial than ever. No matter your size, now is an ideal time to tap into the power of cause marketing by aligning your organization with like-minded companies who see the strategic value of association with a cause. Here are a few tips for getting started on your selling journey:
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Create guidelines. While corporate partnerships are a proven method to grow revenue, expand relevance and enable program delivery, even more important is protecting your organization’s brand and reputation. Before you begin the selling process, convene the key stakeholders in your organization and come to consensus around what types of companies/industries you will and will not partner with. Put these decisions on paper and make a simple process for determining if new companies fit your standards moving forward.
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Recognize that it’s not just about the cause. Coming from a nonprofit background myself, I still find it hard to believe – but many companies won’t be sold on supporting your work simply because it is important or meaningful. While you should absolutely educate the company on the social benefit of your organization’s work, your primary job is to show sponsors that association with your work will positively impact their bottom line. A great resource for data to support your case is Cone’s Research and Insights page.
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Prepare to sell. Ensure that the program or package you’re selling has a specific target audience, multiple points of engagement and a built-in plan to measure success. Develop solid criteria and objectives about the types of organizations you want to work with, research which have a history of (or potential of) supporting cause programs and approach each with its own tailored opportunity.
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Find the right contact. Don’t overlook networking – you never know when your plumber’s cousin or mom’s best friend might be your ticket to that breakthrough meeting. If you don’t already know the right person, look first for contacts with marketing or brand responsibilities, (they typically have the promotions budget) and quickly identify if they have access to the tools that make things happen at your target company: decision-making authority, budget ownership or a weekly golf date with the CEO.
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Know their WIIFM (“what’s in it for me?”). Do detailed research on a prospective partner before the first meeting. Tailor your pitch to their needs and share initial ideas of what you envision a partnership becoming. Be clear about the benefits they will receive as a sponsor and show how their key audiences will engage with the program, and by extension, their brand.
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Close the deal. Don’t let the “ask” linger. Set out a timeline by which you need a decision. Simply ask – what would it take for you to say YES to this opportunity?
And always remember – love your sponsors! No matter what organization you represent – the sponsor is taking a risk by committing to a partnership. Recognize this and delight them with your attention and recognition and you’ll be on the road to creating a true partnership.
- Emily Nichols, Account Supervisor
Tags: corporatepartnerships causebranding charity donation corporategiving
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Shared Responsibility: Solving Malaria Together
Malaria has long been a global epidemic, with sub-Saharan Africans under the age of 5 bearing the brunt of almost all the estimated 3 million fatalities occurring every year. Nothing But Nets and similar programs have made great strides toward preventing the spread of this disease in African nations, but a cure has not yet been found.
Image: http://www.gsk.com/community/malaria/factsheets/amp_english.pdf
Some may say it’s a problem too big to solve – but GlaxoSmithKline (GSK) thinks otherwise. This week, the global pharmaceutical giant announced it will freely distribute its malaria research to any scientist interested in joining the challenge – marking the first time that a pharmaceutical company has made so much of its data public. What’s more, GSK will provide “open lab” placements for 60 scientists at one of its research labs and is collaborating with Medicines for Malaria Venture, a foundation focused on anti-malarial drug development. In an industry that is often highly confidential and competitive, GSK intends to use open-source collaboration to solve this epidemic.
This collaborative approach to the research process could speed solutions. As Dr. Timothy Wells of the Medicines for Malaria Venture notes, “By sharing the data, the research community…could set a new trend to revolutionize the urgent search for new medicines to tackle malaria.”
GSK is making a huge statement for the pharmaceutical industry, and for all of the corporate world, by recognizing some problems are too big and too important to solve alone. By engaging the right stakeholders, sharing knowledge and taking a collaborative approach to critical social issues, GSK could be changing the way solutions are found for both business and society.
Tags: research engagement global disease sharedresponsibility
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Disaster Relief in the Digital Age
All eyes are on Haiti this week, and before anything, we must say that the thoughts and prayers of the entire Cone family go out to the people of Haiti. As nonprofit organizations and government agencies quickly deploy their emergency resources to come to Haiti’s aid in the aftermath of this tragedy, American citizens are just as quickly responding through their own channels – digitally.
With laptops and smartphones at their fingertips, donors are setting records with lightning-fast fundraising tools. Convio, a company that provides donation software to charities, processed more than $20 million as of January 13th – more than it did on December 31st, which is typically the biggest fundraising day of the year. And it wasn’t just online donation that was successful, text-to-donate campaigns saw big numbers too. The American Red Cross has raised $8 million to-date through its mobile campaign, and Yéle Haiti, the nonprofit of musician and Haiti-native Wyclef Jean, has raised more than $750,000 through a similar mobile effort.
Cone’s research on cause and new media this fall found that Americans are using such tools for awareness, but not necessarily translating this into donations. This situation debunks the myth that they won’t donate – for now we know when the need is urgent and the request is easy, citizens will respond through every tool at their disposal. One lesson to emerge from this devastating tragedy is that having new media communications and fundraising capabilities in place before the need is urgent will help mobilize your cause when the situation is dire. And despite the urgency of a message, those that are clear, concise and show ongoing results are lessons all organizations can heed when developing new media communications in support of their causes.
To see Cone’s list of guidelines and resources for companies responding to natural disasters such as the earthquake in Haiti, please click here.
Tags: causebranding crisis currentevents donation charity fundraising newmedia
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Looking Back to Predict the Future
Despite what the pundits may say, few of us are really certain what 2010 will bring – will the economy bounce back or get worse? Will nonprofits survive or fold under the fundraising pressure? Will the environmentally conscious lifestyle continue to resonate? So instead of predicting the future, we’d like to pause and look back at what has occurred in our portfolio of research – these highlights show powerful growth in just a couple of years for cause-related and corporate responsibility initiatives and may signal a positive outlook for the year ahead.
Cause Research:
Growth in Cause Acceptance: Americans’ acceptance of cause marketing increased from 66% in 1993 to 85% in 2008.
Growth in Global Focus: Since 1993, there has been a 6% decrease in consumers indicating they want companies to focus on the quality of life locally, within local communities and a 5% increase in desire for companies to support the quality of life globally, in countries around the world.
Growth in Differentiation: Americans' likeliness to switch to brands associated with a cause increased from 66% in 1993 to 79% in 2008.
Growth in Purchase: Consumers’ cause purchases almost doubled between 1993 and 2008, rising from 20% to 38%.
Environmental Research:
More Interest: 35% of Americans have greater interest in the environment today than they did one year ago.
Higher Expectations: 35% of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn.
They’re Watching You: 70% of Americans indicate they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.
New Media Research:
More Interaction: 78% of new media users now interact with companies or brands via new media sites and tools, an increase of 32% from 2008.
Better Service: 68% feel better served by companies or brands present in new media, up from 57% in 2008.
Stronger Loyalty: 72% feel a stronger connection when companies or brands are present in new media, up from 56% in 2008.
Marketing is Okay: Consumer willingness to be marketed to via new media increased a dramatic 72% in one year - from 25% to 48%.
If the past year is any indication of what the year ahead holds, bring it on! As you plan for 2010, what questions do you have? What are you curious about? We’re listening to your comments - please share your outlook below.
Tags: cone corporateresponsibility newmedia causebranding environment research
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Pepsi Trading Super Bowl Advertisements for Cause Marketing
Undoubtedly the biggest night in advertising, the Super Bowl attracts all the big players – from Anheuser-Busch InBev to GE – and for the past nine years, Pepsi has been one of the biggest. Until now. This week, the beverage giant announced it will not be advertising in the 2010 Super Bowl. Instead, Pepsi will be investing $20 million into its new cause marketing program.
What a difference a year makes. Last February, we gave kudos to several companies that spent top-dollar to communicate their social and environmental commitments during the Super Bowl. As the 2010 Super Bowl approaches, we are blown away by one company’s decision not to. Pepsi is forgoing millions of guaranteed consumer eyes and ears for higher-touch social media tactics that will be incorporated into its cause program in the coming year. This decision speaks volumes about both the changing role of media and the growth of cause marketing as a central part of brand strategy.
So, as we head into 2010 with hopes of an economic recovery in our sights, there is really no denying that cause has reached new heights. We stand at an exciting moment in time for cause – at the onset of a new year that will bring new opportunity. And with such bold moves from big brands, it appears we’re off to a good start.
Tags: causebranding campaigns newmedia superbowl
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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: cop15 corporateresponsibility environment newmedia timberland
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Philanthropy on the High Seas
We’ve all seen examples of companies jumping on the cause bandwagon, but this may be the first boat. According to a recent article from The Wall Street Journal construction is underway on Utopia, a luxury cruise ship that is using more than onboard amenities and exotic ports-of-call to sell its multi-million dollar residences. More than just a luxury cruise, it’s being touted as a “‘platform’ for learning, cultural exchange and philanthropy,” complete with an on-board Philanthropy Concierge.
So what is the connection to philanthropy? The cruise liner’s Web site indicates residents have opportunities to host galas on board – with mention that fundraising solicitation of other residents is not allowed – a Philanthropy Concierge who will book a lunch or dinner with other philanthropists at destinations along the route or day trips to visit an orphanage. All of these “philanthropic” options are situated alongside amenities such as “shopping” and “indulgences.”
But there’s something about Utopia that has us feeling a bit sea sick. Philanthropy requires a contribution to organizations seeking solutions to social problems, yet the Utopia program appears to fall short. There is no clear connection between the on-board services offered and any tangible outcomes, or even tangible opportunities for that matter, which makes it feel more like a way to balance extravagance with altruism than a true commitment to social good.
What do you think? Is Utopia smart to promote philanthropic behavior on its luxury ship, or are they simply using the buzzword to appear committed to the greater good?
Tags: causebranding philanthropy
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Valuable Volunteers
We hardly need another reason to extol the value of dedicated volunteers to the work of nonprofit organizations, but bear with us a moment, this one is pretty compelling. According to a new study, not only do volunteers add value to an organization, but it turns out they give value, too.
A study of more than 1,000 people from the Fidelity Charitable Gift Fund and VolunteerMatch revealed, on average, people donate 10 times more if they have volunteered during the past year. Specifically, the study showed Americans who had volunteered in the past 12 months donated an average of $2,593 compared to $230 from non-volunteers. Finally, this benefit is staying inside the organization’s walls in most cases: 67 percent of American volunteers say they generally give back to the same organizations where they volunteer.
These powerful statistics are further underscored by the shared attitude (for two-thirds of survey respondents) that “true philanthropy” translates to both time and money. The survey only spoke to individuals, but this sentiment also holds true for companies who can multiply their own impact on important causes by dedicating both time and financial resources. The takeaway is that “true philanthropy” requires a holistic approach, and frankly, we couldn’t agree more.
Tags: Volunteer philanthropy charitablegiving
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Breaking Through Holiday Clutter with Value
The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.
Holiday-themed cause marketing programs have long been a staple for retailers to drive differentiation, loyalty and sales during a cluttered shopping season. This year, major retailers are raising the stakes by creating programs bigger and glitzier than years past. We’ve already begun to see full-scale efforts launched by Macy’s, JCPenny and Walmart that push the needle on innovation and integration.
Recently, providing consumers with ‘value’ has been the buzz among marketers of all disciplines. Cause marketers are no exception. Without a lot of money to donate, consumers are seeking ways to ‘do good’ through their shopping. In response, smart retailers are integrating charitable giving into their product offerings and brand experiences to deliver value to consumers on several levels.
First, they are triggering donations through consumer purchases or participation. This enables consumers to feel good about their purchase, feel good about helping and offers a critical point of differentiation and reason to buy. Second, they are offering value in terms of specialized offers, such as discounts and coupons, to consumers who participate in cause programs. These incentives provide a pocketbook benefit to consumers, but also give retailers a measureable tool to gauge effectiveness of their marketing efforts. Finally, retailers are demonstrating social impact. Consumers are seeing the real, immediate value of their participation in a cause marketing effort through donation calculators and online tracking.
Remember, for this holiday season, when it comes to cause marketing programs, glitz may sparkle, but a value-centric approach will shine brighter.
- Rich Maiore, Vice President
Tags: causebranding campaigns holiday
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The Giving Climate Unveiled
With all the chatter about the ups and downs of charitable giving during the down economy, it’s refreshing to hear some definitive - and positive - news. According to the 2009 Giving in Numbers Report, released this week by the Committee Encouraging Corporate Philanthropy (CECP), corporate giving was actually up during 2007-2008, despite worries that corporations would back down from charitable commitments as the economic turmoil raged in the second half of the year. What’s more, the data show that companies got creative when the economy started to sink, opting for pro bono work and skills-based volunteerism instead of simply backing down from their social commitments. In fact, the Wall Street Journal this week profiled how four chief executives at leading companies are rethinking their philanthropic strategies.
Other key findings from the CECP report include:
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A majority (51%) of companies surveyed increased giving from 2007 to 2008 despite 68 percent experiencing profit declines
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Among Fortune 100 companies, who experienced greater-than-average profit declines, 60 percent increased giving from 2007 to 2008
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Of companies surveyed, a full 91 percent report having an employee matching-gift program
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Ninety-four percent of survey respondents have at least one formal domestic volunteerism program and 49 percent of respondents have at least one formal international volunteer program
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The median number of pro bono time donated was 1,080 hours by companies that reported having such programs
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Consistent with past years, 86 percent of companies report having a corporate foundation
To download the full report for free, visit CECP’s Web site.
Tags: Volunteer charity economy donation philanthropy corporategiving research
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Best Practices for Celebrity Engagement with a Cause
Brands – and, increasingly, causes – have been tapping celebrity supporters for years, and it’s become a tried-and-true promotional tactic. But it’s important for organizations to understand what they’ll be getting – and not getting – when they bring a celebrity on board. The “ripped from the headlines” best practices below can help guide cause-celebrity relationships in today’s environment.
1. Know your budget
In many cases, even when a cause is involved, celebrities don’t come cheap. Be realistic about your budget and crunch the numbers beforehand to make sure you’re covering costs – and meeting obligations to partner organizations. Overspending on “operating costs” and administrative expenses leaves a sour taste in the mouths of donors and beneficiaries – like the annual “Funniest Celebrities in Washington” event, which despite steep ticket prices and A-list performers, has failed to make donations to nonprofit partners for the past five years.
2. Learn about and leverage your celebrity spokesperson’s passions
Leverage the personal passions – beyond the causes they support – of celebrity supporters. Brad Pitt’s floating house, which combines his appreciation for all things architecture with his charitable efforts – is a perfect example. Through his Make It Right Foundation, focused on providing affordable and sustainable housing for Hurricane Katrina victims in the Lower 9th Ward, Pitt worked with Morphosis Architects to create the “Float House,” a home that can rise up to 12 feet on guideposts, in the event of flooding.
3. Think long-term
When searching for celebrity support, look beyond this week’s People cover. Causes that truly resonate with celebrity supporters can foster deep, long-term commitments. Sound like a marriage? Maybe, but you’ll get more bang for your celebrity buck if you find someone who’s willing to do more than pose for photos at your gala. Think advisory board memberships, event hosting and face time with beneficiaries, in addition to attending the usual fundraiser.
4. Do your homework
Research isn’t glamorous, but it’s important to understand what you’re getting into with a celebrity spokesperson: they have the power to hurt – or help – your brand. Celebrities are people too, and sometimes they make mistakes (see: Michael Phelps or Chris Brown) that reflect on the brands (and causes) they support.
5. Use caution when addressing celebrity compensation
Now that we know celebrities don’t come cheap (see #1), think carefully about how forthcoming (or not) you’re willing to be in addressing compensation for celebrity spokespeople. There’s a fine line between transparency and over-communication.
Example: Promotional materials for the Prostate Cancer Foundation’s campaign (funded by GlaxoSmithKline) featuring tennis star John McEnroe clearly stated GSK paid McEnroe for his involvement. Some are questioning this “full disclosure” tactic – one blog writer said the campaign had thrown McEnroe “under the bus” – while others are applauding its transparency.
- Kate Dyer, Account Executive
Tags: causebranding nonprofitcausebranding campaigns celebrityengagement
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Warming Up to Causes Online
Temperatures are dropping and the holiday season is approaching, causing an outbreak of the “warm and fuzzies.” Yes, the giving season is upon us, and this year is already proving to be the most digitally driven to-date. Nearly every holiday cause campaign underway has an online component, thanks, in part, to growing consumer comfort interacting with brands via new media – up 32 percent from 2008.
Despite all the glittery online promotions, it’s important to recognize consumers are still hesitant to donate online. The 2009 Cone Consumer New Media Study showed some American new media users are concerned whether their donations will have an impact and others would rather donate offline. But that’s not to say online donations cannot be powerful. A leading holiday fundraiser and one of Cone’s Nonprofit Power Brands, the Salvation Army overcame the odds when, in 2008, online fundraising for its iconic Red Kettle campaign contributed an additional $10 million to annual revenues. However, the nonprofit was savvy enough to use new media fundraising as a complement to its offline efforts, ensuring donor comfort and convenience whatever the medium.
To help build confidence and trust among your online supporters this holiday season, keep in mind some best practices for new media fundraising:
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Demonstrate tangible impact: illustrate for consumers how their donation is being put to work by showcasing goals achieved in real-time
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Tap emotion: demonstrate why your cause is important to donors through emotionally compelling storytelling
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Provide value to contributors: don’t leave your donors hanging once they open their wallets – make them feel special by providing a badge of honor to display on their social networks or offer additional opportunities to support the cause
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Make it social: incorporate tools that make your campaign easy to share and pass along
The Big Warm Up installation, Boston
Doing its part to warm communities, Land’s End recently launched the Big Warm Up to encourage winter coat donations to the country’s homeless. The campaign embodies many of the best practices, having a robust online campaign that marries with its offline efforts - and, it just happens to be installed right outside our office windows.
Tags: newmedia causebranding donation campaigns nonprofitpowerbrand100 research top10 fundraising
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The Power of Positivity
The Bill & Melinda Gates Foundation is taking a results-driven approach to promoting American investments in global health efforts by releasing an advertisement centered on impact. The video, part of the Living Proof Project, will strike a chord with policy-makers, philanthropists and citizens alike not by centering on unmet need, but by highlighting true and measureable change: “Polio cases reduced by 99%;” “Mother-to-child HIV prevention in 16 million pregnancies;” “Malaria cases down 50% in 29 countries.” This approach instills confidence that funding saves lives.
Aimed at policymakers to sway additional funding, the positive message will reach stakeholders beyond those already engaged with the project. The Gates Foundation hopes the commercial, and specifically the measured results, will encourage grant makers and individual philanthropists to give where it counts. As Bill Gates points out, “We see that these things are working, and we’re willing to continue to make investments. I think then other people say, Okay, it must be working or people wouldn’t put their own money into it.”
Additional messages on the project’s Web site encourage advocates to pass along the positive thinking and to “Dispel the myths. When you hear someone say ‘It’s just money down a hole,’ or ‘Saving lives just leads to overpopulation,’ tell them why they’re wrong. These investments work. They empower people, and they’re appreciated."
In the bevy of important social and environmental issues that ask stakeholders for financial support every day, programs that show impact are in high demand. The pressure is now on nonprofits to show the ROI.
Tags: corporategiving philanthropy roi nonprofitcausebranding global nonprofit advocacy
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Nonprofit Taglines Enhance Brand Power
Last week, 13 winners of the 2009 Getting Attention Nonprofit Tagline Awards were announced, giving due credit to this often-overlooked but powerful marketing element.
Over 4,800 nonprofit professionals voted for taglines that best delivered the vision and mission of the organization, putting power in the hands of practitioners who live and breathe nonprofit branding. Winners spanned a range of issues and represented organizations that focus on local, national and international causes, indicating that any nonprofit can benefit from a clearly communicated brand.
A theme among the winners is a clear connection to the organization’s mission. Essentially, the winners followed the simple yet often disregarded best practice of “say what you do.” In fact, Cone’s research showed nonprofits who clearly state their issue focus in their brand names reaped the benefit of stronger consumer relevance – a key component to strong reputation. For more tips on how to foster a strong nonprofit brand, check out the "10 Essentials for Enhancing Brand Power," part of The 2009 Cone Nonprofit Power Brand 100 report.
For the full list of tagline winners, check out the Getting Attention blog.
Tags: awards nonprofitcausebranding nonprofitpowerbrand100 research cone nonprofit
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Money Where Their Mouse Is
Cone’s latest research, the 2009 Cone Consumer New Media Study, shows consumers are actively engaging with companies and nonprofits through new media channels … but are they putting their money where their mouse is? The answer is divided.
When it comes to corporate responsibility practices, 62 percent of new media users polled believe they can influence business decisions by voicing opinions via new media channels. And although they report contributing their point-of-view on an issue (24%) or contacting a company directly to share feedback and grievances (23%), new media users are equally or more likely to bypass dialogue and act with their wallets:
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30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
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23 percent indicate they have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand.
Yet, in the area of cause, consumer engagement and awareness is not fully translating into dollars. Although nearly eight-in-10 (79%) new media users believe companies and nonprofits should use these channels to raise money and awareness for causes, fewer than one-in-five (18%) have made a donation.
And some argue that’s quite OK.
As About.com’s nonprofit expert Joanne Fritz points out, using new media is “about making friends, not getting donations. If nonprofits focus on engagement first, the donations will come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”
Do you agree – is it sufficient that new media is driving powerful awareness today, even if donations aren’t always quick to follow? Share your point-of-view by casting your vote in our latest blog poll.
For more information about the study, read the press release and download the fact sheets.
Tags: trends corporateresponsibility newmedia causebranding research cone
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Money Where Their Mouse Is
Cone’s latest research, the 2009 Cone Consumer New Media Study, shows consumers are actively engaging with companies and nonprofits through new media channels … but are they putting their money where their mouse is? The answer is divided.
When it comes to corporate responsibility practices, 62 percent of new media users polled believe they can influence business decisions by voicing opinions via new media channels. And although they report contributing their point-of-view on an issue (24%) or contacting a company directly to share feedback and grievances (23%), new media users are equally or more likely to bypass dialogue and act with their wallets:
-
30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
-
23 percent indicate they have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand.
Yet, in the area of cause, consumer engagement and awareness is not fully translating into dollars. Although nearly eight-in-10 (79%) new media users believe companies and nonprofits should use these channels to raise money and awareness for causes, fewer than one-in-five (18%) have made a donation.
And some argue that’s quite OK.
As About.com’s nonprofit expert Joanne Fritz points out, using new media is “about making friends, not getting donations. If nonprofits focus on engagement first, the donations will come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”
Do you agree – is it sufficient that new media is driving powerful awareness today, even if donations aren’t always quick to follow? Share your point-of-view by casting your vote in our latest blog poll.
For more information about the study, read the press release and download the fact sheets.
Tags: trends corporateresponsibility newmedia causebranding research cone
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2009 Cone Consumer New Media Study
Do consumers want to engage with companies and brands through new media?
Do they think they can influence corporate responsibility practices online?
Are they supporting social and environmental causes via new media?
According to the 2009 Cone Consumer New Media Study, the answer is a resounding yes … with a few caveats along the way. The new research released today explores American new media users’ interactions with brands, their engagement with corporate responsibility practices and their support of social and environmental issues.
This survey builds on Cone’s 2008 Business in Social Media Study, but this year, we expanded the research to explore the diverse ways in which consumers are engaging with companies and nonprofits through new media.
Key findings include:
- Brand Marketing: Almost 80 percent (78%) of new media users interact with companies or brands via new media sites and tools, an increase of 32 percent from 2008 (59%).
- Corporate Responsibility: Sixty-two percent of users polled believe they can influence business decisions by voicing opinions via new media channels.
- Cause Branding: Nearly eight-in-10 (79%) Americans who are active on new media believe companies and nonprofits should use these channels to raise money and awareness for causes. Yet, fewer than one-in-five users (18%) have made a donation through new media.
Read the complete release here, and visit www.coneinc.com/consumernewmediastudy to download all three fact sheets.
Tags: newmedia corporateresponsibility brandmarketing causebranding research trends
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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: currentevents celebrityengagement
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Blog Action Day 2009: The Corporate Travel Budget – Time to Include Cost for Carbon?
Blog Action Day is an annual event held every October 15 that unites the world’s bloggers in posting about the same issue on the same day with the aim of sparking discussion around an issue of global importance. The 2009 topic is climate change.
Corporate managers are very used to working within budgets. They carefully plan for the costs associated with meeting their departments’ annual objectives and executing strategies. Their budgets likely include the costs of employees traveling across the country or around the world. But what about the carbon emissions associated with this type of travel? Who’s accounting for these?
If emissions associated with corporate travel were regularly included in carbon footprints, they could account for some 20 percent of a company’s total emissions. In fact, Motorola included business travel in its most recent carbon footprint. If my math is correct, the company’s business travel accounted for 20.5 percent of its overall footprint.
Today, most companies calculate their carbon footprints by only including direct and indirect emissions from their manufacturing facilities and internal operations – known as Scope 1 and Scope 2 – while not including emissions from corporate travel, which falls into Scope 3. But things may change soon, as new emissions regulation and carbon disclosure standards are on the horizon.
For now, corporate managers may want to start rethinking how they budget for employee travel expenses by including a cost associated with travel-related carbon emissions. The city of San Francisco is ahead of this curve. Last February, the mayor ordered all city departments to not only declare how much they plan to spend on air travel, but to also pay 13 percent of their air-travel costs into a city carbon-offset fund, which will be used to pay for local emission reduction projects. This is a good tactic that may actually work to trim corporate travel – and related emissions – in the future.
- Liz Gorman, Vice President
Tags: corporateresponsibility environment blogactionday
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Blog Action Day 2009: Y Care About Climate Change?
Blog Action Day is an annual event held every October 15 that unites the world’s bloggers in posting about the same issue on the same day with the aim of sparking discussion around an issue of global importance. The 2009 topic is climate change.
Is climate change today’s Y2K? A hyped-up, get-on-the-bandwagon cause that is misguiding our limited attention and dollars? Or, is it the struggle of our generation which will be the root cause of expanding poverty and political instability? We know it’s the latter, so how can any of us make a difference and ensure consumers see it with the same urgency? It’s our responsibility to go beyond the numbers, beyond 350 parts per million, to inspire people to believe that they too can have an impact on something that feels so big and intangible.
The threat is real, the science is in, and we must change our perspective and our actions. As consumers, we need to rethink how we consume - from the products we buy for our kids to the investments we make in our homes. As marketers, we need to build the case for urgent action. Our new sense of pragmatism with the economy is today's opportunity. If cost savings is the driver, let it reign. Whatever it takes to make a difference for planet Earth.
Tags: blogactionday corporateresponsibility environment recycle sharedresponsibility
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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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Tips for Getting Involved with Controversial Subjects
As the market is getting saturated with cause-related programs, the leap to support new and more controversial issues may grow enticing. Below are some tips to carefully consider before taking the plunge into politically, socially or culturally controversial issues:
- Be authentic: When choosing a controversial subject, be sure that it fits completely with the company’s values and mission. The larger the gap between the issue and the values of the company, the more room for backlash.
- Be honest: Consider why you’re really getting involved. Is it to display a public commitment to an issue that matters or is it to garner media attention? If the issue does not relate back to the company’s mission, it will be perceived as insincere and considered a media stunt.
- Stand your ground: Be willing and able to support the issue completely. If you’re going to take a stand, you must support it through and through.
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Be prepared for negative feedback: Not everyone is going to agree with your stance, or the fact that you’re taking one. Consider how your position will affect your partners, employees and customers. Realize that your actions may cost you customers in the end.
It may seem easy enough, but when getting involved with controversial issues that put your company on the line, it can be hard to pull the trigger. However, it can be done successfully. For example, Cone recently helped Ben & Jerry’s take a stand in support of the legalization of gay marriage in its home state of Vermont.
For the month of September, the iconic ice cream company symbolically changed the name of its well-known Chubby Hubby flavor to “Hubby Hubby.” Ben & Jerry’s has a long history of commitment to social justice issues, including gay rights, so supporting the controversial issue was a natural fit for the brand.
By tying into a timely event and communicating in the brand’s authentic tongue and cheek manner, the announcement increased awareness of the issue by garnering extraordinary media attention and furthering debate, which is exactly what Ben & Jerry’s intended.
- Mark Malinowski, Vice President
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Making a (Collective) Difference
It’s the little things that count - when you add up the small efforts of many, they can create real change. As consumers, we adopt simple behaviors that can make a collective difference; turn off the faucet, pick up a piece of trash, buy a product that donates to a cause, recycle a soda can. When times are tough and cash donations are in short supply, how can companies adopt this concept to make a difference in society?
While cash remains critical to any nonprofit’s ability to fulfill its mission, this recession has led to innovative examples of companies leveraging assets, beyond cash, to solve social problems. Patrick Rooney, executive director of the Center on Philanthropy at Indiana University notes that many companies wanting to conserve cash have shifted from financial donations to in-kind contributions – taking a little and making it into something bigger.
Some companies offer employees a few hours time to volunteer for nonprofits, which combined can amount to hundreds of hours in professional services otherwise unaffordable. Others are donating new or unused materials that meet the needs of nonprofits, which when taken collectively can have big results.
In an interesting new approach to in-kind, a group of airline financiers has established a program called ISTAT AirLink that allows easy donation of unreserved airline seats and cargo space to causes who need to get volunteers and supplies abroad. The program brings together several airline carriers with excess space, offering valuable resources to nonprofit organizations.
A key part of this program’s success is the centralized organization, which allows aid agencies to list people, medicine and supplies they need shipped on a Web site, and permits airlines to post spare seats or cargo space. The result; nonprofits get people and resources on the ground, and companies are able to put to harness space which would otherwise be vacant. There is small added investment for the airline – extra cargo handling or passenger service – but the benefit to the nonprofit is huge. As airline financier and founding member Bob Brown notes, "If we can save an NGO a dollar in cost, that should flow right through to the people they're serving."
What excess capacity does your organization hold, and how can it be put to use for the greater good?
Tags: Volunteer trends economy donation corporategiving nonprofit sharedresponsibility charity
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To Follow is to Lead
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.
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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.
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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.
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Customers: Gauge consumer interest in your cause of choice, monitor for program commentary, and spread awareness by activating consumers virally online.
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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.
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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.
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Convening Organizations: Learn about upcoming conferences and events and program promotion opportunities and identify the value of participating.
- Jillian Wilson Martin, Senior Account Executive
Tags: philanthropy corporatepartnerships nonprofitcausebranding newmedia Twitter
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What Can Business Learn from the Dalai Lama?
Recently I “spent” two days with the Dalai Lama at the EngageNow conference in Calgary, Alberta. Hosted by the University of Calgary, the focus of the event was to inspire and create active participation in local communities throughout that city.
I was asked to speak at the conference, joining a global roster including F.W. de Klerk, Sir Richard Branson, Stephen Covey and His Holiness. Certainly I was honored to join such accomplished individuals. “When will I speak?” I asked the event organizers. “Directly following the Dalai Lama.” Humbled and curious, I inquired, “Why?” The answer was that they felt my life’s work and message about the power of business authentically embracing social issues would provide a perfect bridge for the audience.
A request like that causes one to deeply reflect. I reviewed my work spanning over 25 years guiding companies to genuinely embrace social issues. Our clients approached this strategy quite personally. Paul Fireman at Reebok, Jim Preston at Avon, Bruce Rohde at ConAgra, and more recently, Clarence Otis at Darden, Jim Rohr at PNC, Christina Gold at Western Union and Steve Loranger of ITT. Each desired to authentically and sustainably engage with a cause. Intuitively they knew this could be a powerful way to inspire employees, engage more fully with customers while enhancing their reputation and make a social impact.
In each case, the work with these companies resulted in innovative and long-term commitments to many causes, new awareness and increased funding, with each showing significant results. The issues and approaches varied: human rights, breast cancer, childhood hunger, youth enrichment, economic opportunity for migrants and access to clean water. While each CEO explained his or her vision in a different manner, they all had one thing in common: compassion.
Compassion? Frankly, in the years of our work, I never thought of it as the expression of compassion. That is, until I “spent” two days with this self-proclaimed “simple monk.”
Indeed, I had to ask myself, “Could business be compassionate?”
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Pink is in the Air
The Sunday paper is filled with pink circulars; breast cancer is trending on Twitter; the shelves are stocked with pink ribbon products; ah, it must be October. Every year, National Breast Cancer Awareness Month brings exciting momentum to the issue, and this year, some campaigns are taking on an edgy tone as they strive to reach younger women and men with information about this serious disease.
- Yoplait’s* newest initiative is titled “Know Your Girls,” aimed at encouraging young women to understand what is “normal” for their own breasts, or their “girls,” and recognizing important changes. The campaign features video and print materials focused on Gen Y females.
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Rethink Breast Cancer has released two controversial PSAs that take an unconventional approach to breast cancer. A bold new take on awareness, the campaign hopes to engage a younger generation of women and men.
Other breast cancer campaigns in the marketplace include:
- Following the recent introduction of limited-edition mike’s hard pink lemonade,* the malt beverage company is launching “Share Some Pink,” a promotion on Facebook. Mike’s will donate 10¢ for every virtual mike’s hard pink lemonade gift passed, in addition to a $250,000 donation already made to The Breast Cancer Research Foundation in memory of Jacqueline S., a part of the Mike’s family since its founding who lost her battle with the disease earlier this year.
- Taking a “girl-power” approach to awareness, women’s health care company Hologic, launched the “Promise to Me” campaign. On the program’s microsite, women pledge to take care of their own health and encourage women in their lives to do the same.
- Delta Air Lines lit up the JFK air traffic control tower in pink lights as part of its ongoing support for the Breast Cancer Research Foundation. In addition, lucky passengers were treated to a surprise in-flight concert by Melissa Etheridge, a breast cancer survivor.
- Today is the 14th anniversary of the annual Lee National Denim Day, which is revitalized this year with celebrity ambassador and survivor Christina Applegate and interactive online communication components.
This October, stop for a moment and observe the sheer force of this cause. It boasts an incredible roster of supporters including corporate America, nonprofits, media, celebrities and retailers. Whether the approach pulls at your heart strings or tickles you pink, thanks to the ongoing efforts of these players, breast cancer has become an issue that resonates with all audiences and is truly a movement to admire.
* Cone Client
Tags: yoplait causebranding cancer campaigns trends donation
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Is My Dog a Cause?
The world of cause is constantly evolving, which sometimes presents challenges to finding the common ground needed for coherent action. Is a cause an issue? A program or partnership supporting an issue? A vision for the future? All of the above? None of the above?
Merriam-Webster says a cause is "a person or thing that is the occasion of an action or state; especially: an agent that brings something about." According to that basic definition, my dog, Zero, is a cause. He certainly inspires action (playing, walking, feeding) and is the agent of bringing things about (love and compassion on my part, and, more frequently, irritation on the part of my husband).
Although we benefit from having Zero in our lives, perhaps that's not enough.
What if I tell you that Zero is a rescue? Does that make him a cause? Or, maybe he was a cause when he was still in the shelter, but is no longer a cause - since he's no longer in need - today. A more common view is probably that one homeless dog is not a cause, but several dogs could be.
Despite Webster's inclusion of cause agents as central to their definition, many of my colleagues would say that individuals can stand for a cause - much the way Bono tries to stand for Africa - but aren't a cause in and of themselves.
That means there's a difference between the cause ambassador and the cause itself. Zero isn't a cause, but for me, he effectively stands for an end to neglect and cruelty - an idea that can get me to hand over buckets of cash to animal rescue groups, particularly those in dire straits. (If you agree, check out the urgent appeal from these selfless folks. Do it today. Do it for dogs like Zero.)
Where was I? Oh, right: to pass our basic litmus test, causes have to touch more than one life. My husband would suggest that a hovercraft fits the bill, since he'd share it with his friends and our formerly-stray dog. (And if you want to give to his cause, he'll gladly accept PayPal.) But, I think others might rule that out, which suggests that causes also should have some kind of collective social or environmental benefit.
Beyond that, I'm not sure if there is a strong consensus. Oh, sure. You can find lots of common ground around cause marketing and cause branding and cause partnerships. But how do you define cause itself? What should count? Who decides? And what's the best definition you've heard?
Those may sound like simple questions, but if you can't really define it, how can you gauge the impact? If you don’t know what it is, how can you tell if you’re being effective? After all, tons of time and billions of dollars are being spent in the field, and I'd like to think that it amounts to more than Zero.
-Talya Bosch, Account Director
Tags: causebranding
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Best Nonprofit Taglines - Has Your Voice Been Heard?
Voting for the 2009 Getting Attention Nonprofit Tagline Awards is now under way, and you can help determine the best of the best. According to founder Nancy Schwartz, voting will:
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Sharpen your understanding of what does and doesn’t work in nonprofit communications.
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Inform and inspire your organization’s messaging.
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Give you the chance to register for the free 2009 Nonprofit Tagline Report, with 2,500 tagline examples.
What are you waiting for? Be heard by casting your vote for 13 different categories, and then register to receive the free report, including the 2009 winners. Polls close on Wednesday, September 30 at midnight, so don’t delay!
Tags: nonprofitcausebranding marketing nonprofit awards
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Action Required: CGI Annual Meeting 2009
The 5th Clinton Global Initiative Annual Meeting (CGI) wraps up today, leaving in its wake a list of new commitments to solve the world’s most pressing problems. The event is structured to spark action – boasting discussions, not presentations, and requiring results. Former president and meeting host Bill Clinton states, “If you don’t make a commitment or you make one and don’t keep it, you don’t get to come back. That’s what started it, that’s what makes it run.”
The results of the initiative to-date prove the effectiveness of this model: $46 billion in funding has been directed toward causes such as education, climate change and healthcare since the CGI inception in 2005.
Cross-sector collaboration is the other key tenant of the CGI. This year, a record 960 attendees representing 84 countries took part, including heads of state, celebrities and nonprofit and corporate leaders – a true Who’s Who of cross-sector leaders and dignitaries with personal passion for societal solutions. The media buzz alone surrounding the event helped spur action by attracting attention and notable donors to important causes. This year’s event focused on harnessing innovation for development, strengthening infrastructure, building human capital and financing equitable sustainable future. For the first time, the event also focused on narrowing the gender gap.
Action speaks loudly. As President Obama stressed during his kickoff speech, “You can't just be an advocate of someone else doing it, preach lofty goals and wait for someone else to act. You have to step up." Could his words hold true for G-20 Summit leaders gathering this weekend in Pittsburgh?
Tags: CGI philanthropy currentevents charity sharedresponsibility
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Shared Responsibility: Game Changers
Shared Responsibility is a new What Do You Stand For? series from Cone’s Corporate Responsibility team that focuses on addressing the sustainability challenges of our time.
Cause-related promotions and light-hearted campaigns have dominated much of the cause landscape this year as many companies took a “back-to-basics” approach to cause to drive short-term sales and loyalty. However, amid all the creative cause campaigns are the stirrings of a new crop of companies who, understanding their shared role in addressing crucial world issues, are stepping up to the plate to understand, to engage, to collaborate and to solve. These are the game-changers.
Two examples in the news this week:
P&G – No question, P&G is a cause leader with many of its brands executing some of the most creative and powerful campaigns in the marketplace today (e.g., Pampers’ One Pack = One Vaccine). But these campaigns all have their roots in a deeper corporate philosophy - P&G’s “purpose-inspired growth” strategy, which emphasizes the company’s culture and values as drivers for innovation and sales. New CEO Bob McDonald states, “We will provide branded products of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our shareholders, and the communities in which we live and work to prosper.”
Merck & Co. – The pharmaceutical giant announced a partnership with British nonprofit the Wellcome Trust, to create affordable vaccines against diseases common in underdeveloped countries. Both partners will make equal cash contributions for the project, but what is most powerful is the “shared responsibility” approach this project requires. It will engage governments, charities, universities and other for-profit pharmaceutical companies for additional funding and solutions. Merck spokeswoman Amy Rose says, "The goal here is to involve a number of parties that would be interested in the success of vaccines in the developing world.”
“Shared responsibility” is about identifying the right opportunities to engage stakeholders and to collaborate to solve the world’s most pressing issues. It’s about being part of the solution, without going it alone. In these examples, company goals are not lost, but rather enhanced through collaboration, stakeholder engagement and a focus on innovation. These companies are not only supporting important social or environmental issues. They are also changing the way they – and others – do business.
Tags: corporateresponsibility causebranding trends sharedresponsibility
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Employee Giving: Flexible, Meet Focused
Attention employers: your employees need some focus. OK, maybe not news to you, but we’re not talking about the memo that should have been done last week (hardly our business!). We’re referring to your employees’ company-supported charitable giving.
At a time when many companies are moving toward more focused corporate philanthropy, fewer may be tapping an underutilized resource – their employee giving programs. More strategic employee giving can provide a number of benefits for the company, its staff and the nonprofit beneficiaries, and like its name (“strategic choice employee giving”) implies, it can be both focused and flexible.
To learn about strategic choice employee giving and the role it plays in a focused corporate philanthropy program, download Cone’s latest insight, “Corporate Philanthropy: Are Your Employees Working Hard Enough?” and read on… Then take a moment to participate in our poll question on this topic to the right.
Tags: philanthropy corporategiving employees
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Yoplait Announces New Breast Cancer Campaign
Yoplait, a Cone client, announces its latest cause campaign on our sister blog, Brand Channeler. Know Your Girls is aimed at Gen Y women, encouraging them to to take an active role in their breast health. For all the details, check out the full post and watch the video below.
Tags: campaigns cancer causebranding newmedia yoplait
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The First National Day of Service and Remembrance
If there is an upside to the economic turmoil that’s plagued 2009, it is that it has renewed Americans’ spirit of service to others. And the icing on the giving-back cake is that, as part of the Edward M. Kennedy Serve America Act, September 11 is now recognized as the annual National Day of Service and Remembrance. A date already engraved in the memories of Americans, September 11 is well-suited for a day of service, to remember those lost and to celebrate those who volunteered time and even risked their lives to save others during the tragedy of 2001.
Photo credit: http://image.guardian.co.uk
However, the national call-to-service is not only aimed at individuals. It is also motivation for businesses and organizations to address the needs of the communities where they operate. Many organizations have already responded, establishing programs that motivate employees to roll up their sleeves and get to work for their neighbors.
To spur the business community’s involvement in economic recovery, the U.S. Chamber’s Business Civic Leadership Center (BCLC) created a collaborative campaign called “Together For Recovery.” And today, the BCLC is featuring various community service projects that companies are undertaking to celebrate the first annual National Day of Service and Remembrance. To name a few:
- IBM employees will volunteer in Washington, D.C., making quilts for children of deployed service members with Greater DC Cares.
- GlaxoSmithKline will host an employee volunteer project in the Harlem Children's Zone, during which GSK employees will lead class discussions with school children about H1N1 prevention and other healthy lifestyle topics.
- Hasbro’s employee volunteers will come together to assemble much-needed kits for two worthy organizations – World Vision and Birthday Wishes.
Although ranging in sector and scale, these organizations can serve as inspiration for others to come together for social good. When businesses or organizations encourage volunteerism, individual contributions can be elevated to an effective, collective effort for change. Are you doing something special to celebrate this day of service? Tell us about it by leaving a comment.
Tags: september11 corporateresponsibility currentevents corporategiving employees
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Issue of the Day: Transparency
Even cold water can’t douse the fire that reusable water bottle company SIGG found itself under this week. The company was berated in the news for deceptive claims after its CEO acknowledged that the liners of bottles produced before August 2008 contain traces of BPA, a substance that has raised significant health concerns in recent years. Elaine Shannon, editor-in-chief of the Environmental Working Group, notes SIGG’s current crisis is less about the actual presence of BPA and more about how the company chose to address the issue. Although company officials knew of the traces of BPA since June 2006, they did not address it publicly until last month.
The lack of transparency set off a torrent of angry blog posts, tweets and online articles by consumers who felt betrayed. The company has already begun to fight the damaging criticism through letters from the CEO and by establishing a program where consumers can opt to exchange their old bottle for a new one. However, the long-term damage to the brand and business will probably be deep.
Today’s 24/7 new media environment is forcing companies into greater transparency about their products, services and business practices, but just as some dig in their heels, there are also those companies who are going quite willingly. In the cleaning products and alcohol industries, not without their share of judgment for the social and environmental impacts of their products, two companies are raising the bar.
SC Johnson – Early in 2009, the company began voluntarily disclosing product ingredients via a Web site, toll-free hotline and on product labels. It will continue to add products over the next three years, aiming to have all ingredients for air care and home cleaning products available to the public by January 2012.
Brown-Forman – The spirits maker recently launched a Web site dedicated to addressing leading alcohol-related social issues, such as youth and alcohol and marketing and access. The site will serve as a forum for the company to share its own positions on the issues and also invites dialogue by allowing visitors to submit comments. Although it remains to be seen how it will use this public feedback, the company is nonetheless demonstrating its willingness to proactively acknowledge difficult issues and work toward collective solutions. According to Jim Bareuther, executive vice president of global business development, “It is an opportunity for us – and for all interested parties – to contribute to the ongoing dialogue and discussion about the role of alcohol in society and how to curtail abuse and promote responsible consumption.”
Those companies who take an active stance in providing concerned stakeholders with complete and accurate information and an opportunity to voice their positions will reap reputational benefits over the long-term, as well as the opportunity to continually innovate and improve their products, services and communications.
The need for transparency is not limited to the area of corporate responsibility and reputation. In its September 2009 brief, Trendwatching.com discusses “Transparency Triumph” as an important consumer trend, shaping both the marketplace and society.
Tags: corporateresponsibility currentevents transparency newmedia
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Why I Love The New York Times, Print Edition
I love The New York Times. A day without it is like a day without blue sky, low humidity and sunshine.
And I will show my age - I love the print edition. I savor the writing and the ability to mark key paragraphs and phrases, returning to them later in the day once more for their richness.
Sure, the ink gets on my fingers and the pages crumple, especially if I am on a plane or outside. Yet, I learn so much about so much by seeing the articles and ads juxtaposed.
I often read an article I never would have opened online, because of a photograph or just the way it is grouped together on a page or in a spread. As an avid learner and marketer, the ads inform in other ways. What is hot for back-to-school? How are companies relating to the environment or other causes? What’s on sale? What is new? What advocacy issues are being supported?
I fear, with great trepidation, the demise of the print edition. Each day, as the newspaper grows thinner, I worry more.
I also worry about losing the random information I gain by viewing articles I never would have read. I thrive on looking for patterns from this seeming randomness. I worry for younger readers too. That randomness is a powerful way to learn in a world where customization delivers only what you seek, or related items/events. Sure, I get daily Google alerts, follow Digg suggestions, use Twitter and Facebook and read various business and lifestyle magazines (whose pages grow fewer by the week/month, too). Yet, the unique layout of ads, stories, photo, captions and headlines, which all come together to tell a larger tale about the state of our region, country or world, is something only a print newspaper can provide.
Yes, my overall favorite is The New York Times. So please survive. My Kindle or computer just aren’t the same.
Tags: causebranding cone
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A Proactive Hurricane Season?
‘Tis the season for major storms and Ana, Bill, Claudette and Danny have already joined the festivities. Although it’s said that hurricanes are arriving fashionably late this year, there is still an active forecast ahead, and The American Red Cross is encouraging the public to be proactive. Its new campaign, “Do More than Cross Your Fingers,” focuses on disaster preparedness and is using a multi-channel approach to urge consumers to develop an emergency kit and plan. It features an online resource center, offline media outreach, celebrity spokesperson Jamie Lee Curtis, corporate partnerships with Clorox and FedEx and an online store where consumers can purchase emergency kit items.
As the hurricane season carries on, consumers may not only be thinking about their own emergency plans, but also how they can help others in the event tragedy strikes. To aid fellow citizens in the aftermath of natural disasters, consumers will seek to donate time, money and goods to organizations addressing domestic needs. One of the biggest motivators for consumers when choosing a cause or organization to support is the assurance that their contributions can have a direct and significant impact on the issue, and it’s easy to see these results when it’s in our own communities or on the local news. For this reason, it is no surprise that the domestic social needs sector was found to be the most valuable in The Cone Nonprofit Power Brand 100.
However, it’s important to remember that natural disasters require more than reactive support after a storm hits, as there is often long-term rebuilding necessary for full recovery. By proactively partnering with service organizations that provide relief for and recovery from national disasters that are close to home, companies can position their brands in a relevant way around an issue that resonates with all Americans.
Check out Cone’s guidelines for how companies can most effectively support disaster relief efforts.
Tags: causebranding currentevents environment campaigns
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Communicating Cause: An Employee Perspective
This week on Brand Channeler, a Cone employee tells her tale of experiencing a “Covert Cause.” To the detriment of any cause promotion, without adequate details and cohesive communications, consumers may find companies’ efforts inauthentic. In this post, she leaves us begging the question, “what’s the point of a cause promotion if no one knows about it?”
Check out her take and more from Cone’s brand marketing group.
Tags: cone Reputation causebranding employees
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Eco-Flair
Products on shelves today have more eco-label flair than a casual-dining restaurant’s employee of the month. This week alone, announcements for a Good Company Seal and a new “Clean Water Wash” label for Gap Inc. jeans were announced, adding to the explosion of new certifications. As organizations create countless standards using different measures and methodologies, how can consumers know which products are “best” or which companies are truly “good?” And with so many certification options, how do companies themselves know which to pursue?
For companies or products that focus on environmental responsibility and value the credibility certifications can provide, any new standard or label is something they will examine. But which are the best? Which are most relevant to your consumer? And how many is too many? At some point, your target customers become overwhelmed and unaffected, so it is important to qualify all the options before jumping in. It won’t make sense to chase after every “latest and greatest” environmental label or certification, as most require a rigorous verification process that companies must commit to, which can mean a large investment of time and money.
When deciding which certification to pursue for your organization or product, do your research. Consider the criteria Consumer Reports uses to evaluate eco-labels which include:
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Meaningful and verifiable: Check for an independent 3rd party inspection organization.
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Consistent and clear: Standards should be written in a way that can be verified in a consistent manner so that the label is consistent in meaning among different products.
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Transparent: The organization behind an eco-label should make information about organizational structure, funding, board of directors, and certification standards available to the public.
Don’t treat your eco-labels as flair on your sash. Think strategically to determine which label is the best fit for your organization.
Tags: corporateresponsibility transparency trends labels
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Shared Responsibility: Green Tchotchkes - An Oxymoron?
Shared Responsibility is a new What Do You Stand For? series from Cone’s Corporate Responsibility team that focuses on addressing the sustainability challenges of our time.
I’ve spent the past year attending many conferences. Green conferences. Sustainability conferences. I’ve also spent time counseling clients on corporate responsibility thought leadership strategies and how to engage with key influencers. Some of these discussions go down to the pedantic, such as being appropriate in terms of the brand’s presence at shows.
At every show, there are branded reusable shopping bags. I have so many – too many – strategically placed in my office, in my car, etc. There are also a variety of other tchotchkes. I use the word because its definition is: inexpensive, showy trinket. I wonder if we could do ourselves a favor and not buy trinkets for the sake of branding, but instead spend time, money and resources on doing, connecting and making a collective difference in the issues that matter.
Instead of another pin, bag or magnet, why not sponsor an extra networking session, a special guest speaker or a donation to an important cause on behalf of attendees? Your company will still benefit from the brand recognition, but instead it will be tied to a thought-provoking discussion or issue, not desk drawer clutter. We can and do work with companies, NGOs and others to make this world a better place – one less trinket at a time.
- Jonathan Yohannan, Senior Vice President
Tags: environment corporateresponsibility conferences sharedresponsibility
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Companies Retain Cause Commitments
As the economy struggles to rebound, it’s inspiring to see the number of organizations, programs and projects dedicated to social and environmental issues continue to multiply. This week alone, Macy’s, Nestlé Pure Life, Kmart and PNC all announced new campaigns or projects:
- Macy’s is kicking off a star-studded campaign encouraging consumers to host a dinner party and donate money to Feeding America in lieu of the traditional host gift.
- Nestlé Pure Life is encouraging families to adopt new, healthy habits with ongoing efforts within its Pure Life/Best Life campaign.
- Kmart has partnered with TIME for Kids to develop a curriculum that teachers and parents can use to help teach kids about managing money.
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PNC announced the installation of North America’s largest soil-based living wall on the exterior of its Pittsburgh headquarters, enhancing it's existing efforts to be a world leader in green building.
The economy can be good, bad or downright ugly, but no matter because doing good has staying power. Goodness builds trust, trust fosters reputation and reputation drives sales. What’s more, 78 percent of consumers expect corporate contributions to social and environmental causes to remain the same or grow, indicating it’s more important than ever to be committed to the greater good in order to stay relevant and profitable. Stated simply - perseverance pays.
Tags: Trust Reputation campaigns corporateresponsibility economy causebranding
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Cancer Isn’t Funny, But Mustaches Are
Today, the Cause Marketing Forum held a teleseminar that featured Movember, a campaign to raise awareness about men’s health issues – specifically prostate and testicular cancer.
The signature component of the campaign is the “Mo” – a.k.a. mustache – that participants grow during the month of November to raise awareness and funds for the cause. This fun and humorous campaign considers the Mo its cause ribbon, setting it apart from the pink ribbon which has become a popular symbol for women’s cancer awareness.
Originating in Australia, Movember has since expanded to a global movement with initiatives in New Zealand, the U.K., Canada, the U.S. and Ireland. To date, the campaign has raised $47 million to fund research, support programs and awareness campaigns that improve that state of men’s health.
Why is this campaign so successful?
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Community: The approach and issue resonate well with the target group, young men, and rallies them around a common cause.
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Partnerships: The products and values of the program’s partners align closely with its objectives, helping to reach participants more effectively.
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Innovative Approach: Movember’s online strategy is at the core of the program, which helps drive word-of-mouth.
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Local Appeal: A grassroots movement that enables participants to launch local initiatives.
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Humor: Each “Mo Bro” that participates serves as a walking billboard for the cause, literally “Changing the Face of Men’s Health.”
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Emotion: Despite the humor, there are captivating stories that are shared among the community of participants, many whose lives have been affected by prostate cancer.
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Measurable: Organizers have tracked behavior change among its participants and the campaign has been recognized for driving three vaccine research programs that otherwise would not have funding.
Yet another example of a “Cause Lite” campaign, Movember has made fighting cancer fun and appealing to men around the globe. For more information about Movember, visit its Web site.
Tags: nonprofitcausebranding campaigns newmedia
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PNC Announces Latest Green Effort
Like a proud parent, we couldn’t be happier knowing our client, PNC Financial Services Group Inc., has both social and environmental commitments. PNC, who has made an unprecedented 10-year, $100 million investment in school readiness, recently announced plans to install a soil-based living wall on the exterior of the company's Pittsburgh headquarters building. The living wall, which will be installed September 2009, will be the largest green living wall in North America, and just in time for the G20 summit, which will be taking place in Pittsburg this fall.
Certainly, the wall will provide cooling benefits for the building, but by timing it with the G20 event, it will also draw notice to the bank’s large inventory of green buildings and bank branches. PNC Director of Corporate Real Estate Gary Saulson commented, "The wall will be a fitting reminder that PNC is the world-leader in green building."
Cone has been working with PNC on its cause program, Grow Up Great, for six years, and we are thrilled that it also recognizes the importance of committing to the environment.
Tags: corporateresponsibility causebranding environment
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Tracking Cause Trends Spring/Summer 2009
Dawn, a P&G brand, has launched special-edition packaging and a social media and advertising campaign to revitalize its commitment to a cause it has supported for over 30 years – wildlife conservation. It’s all part of a trend we’ve seen in recent months as companies infuse fresh life into their existing causes, a rebirth if you will. That’s why we have coined this trend the “cause renaissance.”
This is just one of 10 hot cause-related trends we have identified in the marketplace over the past several months. Our list includes:
- Cause Lite: organizations approach heavy issues with a light heart
- Seasonal: when life gives them lemons…companies make lemonade campaigns
- Home Grown: there’s no place like home…to focus a cause campaign
- Feeding America: companies are feeding America by partnering with this eponymous organization
- A La Carte Cause: brands put consumers in the driver’s seat and let them choose from a range of options
- BOGO: the cause value equation is simple = you buy one + we give one
- Ready, Set, Activate!: for these companies, consumer engagement doesn’t stop in the store
- Service with a Smile: companies encourage volunteerism by tying it to some of America’s favorite indulgences
- Cause Renaissance: if it ain’t broke…companies infuse new life into existing causes
- Make Your Mark: the messages may be temporary, but the impressions are lasting
These trends reveal some interesting insights into the state of cause as we endure a reset global economy. Many of these examples are cause promotions, so it is clear that organizations are taking a back-to-basics approach to cause, seeking to connect with consumers and ultimately drive sales. Companies are also handing over much control to the consumer, giving him or her the ultimate voice in supporting the cause that matters most.
Intrigued? For details and examples for each cause trend, download the list from our Web site. Then cast a vote in the poll to the right for which trend you think will stick.
Tags: campaigns cone trends causebranding
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inConetext: Jonathan Yohannan Discusses Sustainable New Media
The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.
Sustainability, corporate citizenship and corporate social responsibility are just a few of the words used by C-suite executives to describe how businesses provide social, environmental and financial value for key stakeholders and society. It’s no wonder so many companies struggle with the sheer volume and complexity of corporate responsibility issues and stakeholder expectations when they can’t even agree on what to call it.
And today, new media have only complicated everything further by accelerating the communications process. The power of stakeholders is much stronger than ever before given their ability to assemble online, wresting control over the message away from companies. So, how does a company keep up? Creating a Facebook page or adding a widget is not going to cut it among today’s tech-savvy consumers and stakeholders, nor will it satisfy their skeptical stance on corporate responsibility marketing efforts. Like all other communications, a new media presence must have the right mix of strategy, messaging and audience to be a success. Cone helps companies navigate this journey from strategy and reporting to engagement and new media communications.
- Jonathan Yohanan, Senior Vice President
Tags: engagement corporateresponsibility cone newmedia
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Cone Among Agencies Named "World-Changing"
We are humbled by Cone’s inclusion in Christine Arena’s article naming the “Foremost World-Changing Agencies” on the Fast Company Blog. Thanks to Christine for including us in her article and recognizing the hard work of our employees and clients to reach positive social and environmental outcomes.
Tags: cone causebranding research
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Utilizing New Currencies for Cause
In Cone’s recent nonprofit brand report, we encouraged organizations to consider adopting “New Currencies” as an essential element to help boost their brands. These alternative forms of philanthropy include non-cash support such as in-kind donations, pro bono service and skilled volunteerism. Every organization needs dollars-in-hand to fulfill its mission, but when the financial resources of companies and consumers are dwindling, savvy nonprofits recognize the value to be found in more creative tender. These currencies allow organizations to expand the scope of sponsorships and engagement opportunities, and foster relationships even when traditional financial contributions are waning. At a time when the nation is flush with volunteers – according to a new study from the Corporation for National and Community Service, Americans donated 8 billion hours of volunteer time in 2008 – this trend likely won’t reverse even when the economy recovers.
The Center on Philanthropy at Indiana University found these philanthropy vehicles to resonate particularly well with Gen X donors. Citizens in their 20s and 30s are more interested in social advocacy and engagement philanthropy and are more likely to want to work directly with organizations instead of just donating money.
The future landscape of philanthropy will include the next generation of not only high net-worth donors, but high-engagement contributors who want to offer their skills and engage in a more meaningful way. As this shift occurs, nonprofits will need to prepare to accommodate this influx, including establishing the necessary space, guidance and structure for eager volunteers, a challenge many organizations are already experiencing. Yet, for this effort comes the reward: the valuable assets skilled volunteers can provide include legal advice, IT support and consulting services, to name a few.
Tags: corporategiving economy research donation nonprofitpowerbrand100
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If an FSC-certified tree falls in the forest…
Worldwide, a record number of companies are reporting on their sustainability performance. Whether these companies are reaching their employees with these messages is another story.
Two new studies uncover a disconnect between corporate responsibility efforts and employee awareness. According to a Public Policy Polling survey, nearly one-quarter (24%) of survey participants indicated their company has made sustainability a top priority in business decisions, yet only 17 percent said sustainability efforts are frequently communicated to the workforce. The 2009 Corporate Citizenship Survey, conducted by a group of firms, found a more startling figure – a full 70 percent of employees say they are not aware of any socially responsible practices their own employer is taking. A company’s social and environmental practices can affect everything from recruitment to employee pride, loyalty and retention, so inadequate communication has far-reaching implications inside a company’s own walls.
What’s more, employees serve as natural brand ambassadors for their organizations. Failure to adequately educate them about corporate responsibility efforts and initiatives hinders a powerful, cost-effective and credible channel for reaching consumers and other external stakeholders.
Tags: employees environment research engagement corporateresponsibility
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Setting Standards: Walmart Makes A Move
The media was abuzz with industry-changing news from retail giant Walmart this week. The company has begun the tricky process of establishing a worldwide “sustainable product index” for its suppliers, with the goal of eventually displaying this on all products it carries. The concept is not new – other companies such as Timberland and Nike have already created their own product evaluation systems – but the goal is to develop the first comprehensive source of data for evaluating sustainability across all products. In the final phase of the process, the company intends to equip consumers with a simple rating system that will disclose product sustainability, allowing consumers to make more informed purchase decisions. As Walmart CEO Mike Duke stated, the company wants to “create a new retail standard for the 21st century.”
Although the consumer-facing label will take a few years to develop, the company will begin the process by first surveying its more than 100,000 suppliers on current practices using a 15 question survey focused on energy and climate, material efficiency, natural resources and people and community. Walmart chief merchandising officer John Fleming explained, “The questions aren’t complicated but we’ve never before systematically asked for this kind of information. The survey is a key first step toward establishing real transparency in our supply chain.” Following this, Walmart will collaborate with several universities, governments, suppliers and other retailers to develop a global sustainability index.
Suppliers whose products are currently on Walmart shelves will no doubt be scrambling to shine light on their sustainability initiatives. This will be an exciting opportunity for those companies already working to reduce their impacts to display their environmental stewardship. Those not already operating with the environment and society in mind, and/or those not measuring such data, will have a lot of work to do in the coming months. And yet, the generality of Walmart’s questionnaire, which doesn’t delve into product-specific or even industry-specific nuances, just skims the sustainability surface. It leaves lots of room for interpretation, and it is not clear how – or if – Walmart will verify the data.
That said, Walmart’s vision is a worthy one and establishing a shared baseline for the industry is a monumental step indeed. The retailing giant, already credited with helping set the standard for items like concentrated laundry detergent, likely has the wherewithal to bring something this complex to life. If the rest of the retail industry joins this effort, it could be gamechanging.
Tags: labels corporateresponsibility transparency walmart timberland
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Supermarket CR Makeover
Organic, non-GMO, 100% recycled, “oh my!” By default, supermarkets are getting a rapid makeover as companies strive to become more responsible.
To start, shoppers can likely expect an influx of organics on local shelves, as it’s been identified as the No. 1 food trend of the coming decade, far surpassing easy meals and low-calorie labeling. With a market already estimated at more than $23 billion annually, there is no doubt that continued consumer interest will have companies rushing to capture a piece of the expanding pie.
Not to be outdone, Whole Foods is adopting a non-GMO verification for all its private-label products and is expected to begin rolling out new packaging later this year. Executives note that although the verification is not required, they hope it will help consumers make more informed purchase decisions.
And the momentum in the supermarket doesn’t end with the product itself. Earthbound Farm and Naked Juice separately announced they are raising the bar by converting to 100% post-consumer recycled plastic packaging. "These are major consumer brands using recycled content," says Anne Johnson, director of the Sustainable Packaging Coalition, in an article in USA Today. "It's a big deal." For its part, Earthbound Farms explains the move is about marrying its organic food with a responsible image. The switch has happened in light of research that found environmental packaging by food companies to be the third most important purchasing factor for North American consumers — ranking slightly below freshness of ingredients and additional health benefits.
Tags: corporateresponsibility research trends
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Cause Video: Dawn Saves Wildlife
We’ve discussed powerful cause videos in the past, but Dawn’s latest cause commercial is once again tugging at our heart strings. The spot, which shows how Dawn dishwashing liquid can be used to safely wash animals affected by oil spills, coincides with its latest cause promotion. For every bottle of specially marked Dawn purchased and activated online, the company will donate $1 to organizations like The Marine Mammal Center and The International Bird Rescue Research Center.
Dawn nailed many best practices for cause videos with this commercial – it’s the right mix of emotional, uplifting and transparent. Visit Dawn’s wildlife site for more information about this program.
Tags: causebranding campaigns transparency donation
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Brand Power Essential: Say What You Do
Want to build a brand relevant to your supporters? Then say what you do in a crisp and clear way.
The Cone Nonprofit Power Brand 100 found that organizations who clearly state their issue focus in their brand names are perceived by consumers as more familiar and personally relevant. For example, the National Cancer Coalition captured higher consumer relevancy ratings than organizations whose names were more ambiguous. Clever or creative branding is good, but clarity makes communication easy - donors, volunteers, clients and potential advocates can easily understand who you are and what you stand for.
Another brand element to consider: your organization or program tagline. Does it support the mission of your organization? Does it say what you do? To explore this topic, nonprofits and foundations of all sizes can enter their taglines in the 2009 Getting Attention Nonprofit Tagline Awards. Visit Nancy Schwartz’s blog for more details about the friendly competition and to submit an entry.
Tags: nonprofitcausebranding nonprofit awards nonprofitpowerbrand100
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Chronicle’s 2009 Corporate Giving Survey
Corporate giving in 2009 may not be quite as dire as anticipated. According to a new survey from the Chronicle of Philanthropy, about half of responding companies said they would maintain roughly the same giving levels in 2009 as they did last year.
The Chronicle study (premium login required) on the state of corporate philanthropy is composed of corporate giving data from 108 of America’s largest companies. It’s chock full of useful data and information that address some of the most common questions among cause marketers and those interested in corporate giving trends.
A few key findings the Chronicle reported:
• 2009 Predictions: Of the 96 companies that provided predictions about how much they would donate in cash and products this year, 51 said the amount would stay roughly the same as in 2008, 15 expected it to decline and five said it would grow.
• 2008 Giving: The survey found that despite the gloomy outlook, cash giving among big companies grew in 2008. Of the 71 companies that provided data for 2007 and 2008, cash donations rose from $3.6-billion to $3.9-billion, a 9-percent increase — or about 5 percent when adjusted for inflation.
• Biggest Givers (cash & in-kind): When both cash and products are counted, the computer software company Oracle gave the most in 2008 ($2.1-billion), followed by Pfizer ($1.9-billion) and Merck & Company ($821-million). Product giving makes up most of corporate philanthropy, accounting for 66 percent of what the companies in the survey donated in 2008.
• Biggest Givers (cash): Among cash contributors, Wal-Mart led the pack, awarding $320.5-million, an increase of almost $20-million over 2007. The second and third largest cash donors were Bank of America ($226-million) and Exxon Mobil Corporation ($188-million).
• 1% Rule: Businesses awarded a median of 1 percent of their 2007 pretax profits to charity in 2008. This represented a decline from last year, when they donated 1.4 percent of their profits.
• Matching Gifts: Ten companies have reduced or cut their employee matching-gift program.
• Business Alignment: The results also show that companies are becoming increasingly strategic with their giving, often focusing on basic human needs and decreasing giving to arts, culture and capital campaigns. The article discusses giving among financial and automotive companies, as well, given the stress these industries are under.
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For Top 10 Nonprofit Power Brands, Engagement is Key
Since yesterday’s launch of The Cone Nonprofit Power Brand 100, we’ve had many great discussions about the research. Every conversation starts with the same question. “What is it about the Top 10 that makes them the Top 10?” The answer, in a word, is ENGAGEMENT.
Whether 100+ years old, or newer kids on the block, these nonprofits are experts at leveraging multiple points of consumer engagement. Many have bricks-and-mortar facilities (YMCA, The Salvation Army, American Red Cross, Goodwill, Boys & Girls Clubs) or in-your-face marketing (Habitat, American Cancer Society) that keep them top-of-mind with consumers, donors and other stakeholders.
Other common threads include:
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Their services have broad appeal to an array of stakeholders
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They are entrenched in hundreds or even thousands of local communities across the country with extensive consumer touch points
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They provide a credible voice and are a sought-after resource to help in difficult times
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They have successfully partnered with companies to reach a broader array of constituents with a clear call-to-action
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They have derived significant revenue through cause commerce (selling goods or services that help fund their cause)
It’s also notable that six of the Top 10 Nonprofit Power Brands are domestic social needs organizations (The Salvation Army, United Way of America, American Red Cross, Goodwill Industries International, Catholic Charities USA and Habitat for Humanity International). This sector is thriving as Americans turn their attention homeward since the devastating disasters of September 11 and the 2005 hurricane season. And, in these tough economic times, individual support of nonprofits providing life’s basic necessities has actually increased, and we expect this sector and its organizations will only sustain their upward momentum.
Visit our Web site to get branding insights straight from the Top 10, or to hear from the CEOs of the United Way, Catholic Charities and the American Cancer Society.
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Judging the PR Lions at Cannes: Reflections
In a career one gets few once-in-a-lifetime experiences. Being a judge for the 1st PR Lions is certainly one of them.
While I looked forward to Cannes, my vision was an over-the-top glam week of parties, parties and more parties ending with awards, the global advertising businesses gushing self congratulations – think unrelenting double-cheek kissing (its France naturally), fist pumping in the air Gold Lion in hand, and all night carousing. (One of the agency winners even brought his dog on stage…4 times! Talented agency. Lucky dog?)
Perhaps that is true. Yet with digital media and a shattered world economy, things have really changed for the communications business. And in my experience, and that of my fellow judges, the new PR Lions and the content of winning campaigns mirror the emerging new “world” order.
First I feel the advertising industry has moved beyond just ads with spectacular creative – to a world of amazing ideas executed in multiple mediums. So many times the presidents of the various juries said “The lines have blurred between disciplines.” Great ideas, born from considered insight, executed in surprising ways that engage and deeply inspire audiences win the day.
Questions asked during the judging at the three concurrent juries – PR, Direct and Promo – revolved around their very definitions. Throughout our reviews we kept asking; “What is PR?” Besides shining a spotlight on great, breakthrough work, what message were we, as well as the other juries, trying to send to our communications colleagues around the globe?
At the awards ceremony Monday night, it was fascinating to see campaigns winning across disciplines. The Best Job in the World, winner of the PR and Direct Grand Prix, was such a simple idea that became a “shot heard ‘round the world”. The client, Tourism Queensland, sought to inspire visitors to visit. With a limited budget was born the idea: offer "The best Job in the World” – become the guardian of a magnificent island, with simple responsibilities – feed the fish, clean the pool, take in the mail (delivered via sea plane) and blog daily. All this for about $8800 per month, at a fabulous three bedroom villa overlooking breathtaking green and blue sparkling lagoons. Small space ads around the world announced the job; sent in a short video telling us why you should be selected: 35,000 responses, narrowed to 50, then 16 finalists flown to the island for a hands-on interview, then selection. Mountains of publicity, online submissions so clever providing non-stop entertainment, followed by mountains of publicity. The buzz throughout the judging, even before Cannes, this campaign was THE ONE TO BEAT! Just “brilliant.” CumminsNitro, Brisbane.
Another campaign winning multiple categories included Yubari Resort, The Store of Hope, The Great Schlep and Khede Kasra, among others.
Yubari Resort
Yubari was a small Japanese town, fallen on very hard times, $300 million in debt, with an aging population – what was the city to do? Beacon Communications, Tokyo, on a small budget, started with the right move: through research of the city’s history and personality, they found it to have the lowest divorce rate in Japan. Thus was born the idea of focusing Yubari as the city of happy couples. Their line, “No money, but love.” (Surely in Japanese that was more eloquent, but you get the idea.) A mascot was created to draw attention to the new positioning. Over 3,000 couples came to renew their marriage vows. The mascot soon took off with organic uses around the city, from the obvious T-shirt, to packaging of foods and other items.
Massive press covered the repositioning. Over 100 articles and tons of TV. The City gained much-needed word of mouth, exciting energy, more than $30 million in new revenues, 10% year-over-year increases in tourism and most of all – restored pride.
I just loved this campaign for its core insight, its highly cultural execution and deep results. I was so please my other judges agreed and gave it a PR Lion. When it won the Promo Grand Prix, I jumped out of my seat with joy, pumped my fist and cheered. It wasn’t slick. It wasn’t fancy, though the mascot was right on, not too Hello Kitty, just correct to represent a happy couple. The campaign reflected the inner spirit of Yubari in its better times, gave it hope and a new future. What a great PR result!!!!
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What Organizations are Missing From The Cone 100?
The Cone Nonprofit Power Brand 100 is officially in the marketplace, and not surprisingly, amid all the chatter about who is ON the list, there is some about who is NOT. So, how did we choose the 100 leading organizations to evaluate? The answer is quite simple- we used Forbes 200 Largest Nonprofits list to give us a starting point. Check out additional info on the filter criteria.
We looked at 100 impressive organizations, but in the end that’s a fraction of the 1.5 million total nonprofits in the U.S., so there are bound to be some favorites that aren’t on the list. To the right, on our blog poll, we’ve listed a few notable absences. Who did you miss?
Tags: research cone nonprofit nonprofitpowerbrand100
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Cone Releases the Nonprofit Power Brand 100
- The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand.
- The American Cancer Society is the single most relevant nonprofit among American consumers.
- The domestic social needs sector is the most valuable nonprofit sector in the nation.
- Yet, by not fully leveraging their powerful brands, some nonprofit organizations may be leaving millions of dollars in potential unearned revenue on the table.
Intrigued? Then check out Cone’s latest research – The Cone Nonprofit Power Brand 100 – released today. In collaboration with Intangible Business, Cone valued the brands of some of America’s leading social, environmental and animal organizations. We’re excited to share with you this first-of-its-kind research that explores the unique relationship between nonprofit brand image and financial performance, which culminates in the nation’s first complete list of the top 100 nonprofit brands.
On the Cone Research and Insights page, we share the complete list and accompanying report, as well as much more, including insightful commentary from the CEOs and executives of many of the Top 10 organizations (for a sneak peak at the Top 10 list, see below).
We’ll discuss the research in greater detail right here in the coming days, but first we encourage you to take a look. Feel free to share your thoughts with us here – we’re looking forward to a robust discussion around nonprofit brand value.
Tags: research cone nonprofitpowerbrand100
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Judging the PR Lions at Cannes: Day 4
Today we finally got down to the best part of the competition. We combined with all judges and Jury President Lord Tim Bell, to view the better entries from our previous voting. In all, we had 49 to discuss and debate. And debate we did! No shouting nor object throwing -- but certainly lots of laughs.
By now, we knew the basic positions of each jury member. To name a few: Jimmy Tay (CEO of Southeast Asia, H&K, Singapore) talks softly, but with deep insights; Penny Furniss (Founder and Creative Director of Sputnik, London) is snappy, funny and very direct; Bjorn Mellstrand (Managing Director from JMW Kommunikation, Sweden) sharp, in your face, vacillating from “boring” to “brilliant” as he swiftly assessed campaigns; and myself (always looking for the authentic insight related to a social issue). Then of course, there was “The Lord,” “Oh Lord,” “Praise the Lord” or “M’Lord,” as we kidded, Jury President Lord Tim Bell.
Debate. Debate. Debate. Often we had to ask for clarification regarding special cultural nuances for campaigns. The Japanese entries were especially different – I liked them a lot – but they have a very different flavor, some parts very campy, others poignant. At times we were extremely split as to their merit.
Today, as a group, we were exposed to many hometown phrases: “Looks bonkers to me,” “They managed to market themselves without looking like a tosspot,” “The link is so f…ing obvious. It’s solid,” and “Goes beyond the superficial to my heart.”
We had a few ad campaigns that sought PR, meaning publicity, for the efforts. One effort must have been created by “a group of advertising lads sitting around a table.” It was criticized strongly as Fake. Fake. Fake.
At the end of a very long day, we agreed on the shortlist. Each campaign will win either a PR Lion or a certificate. We will make those decisions tomorrow.
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Judging the PR Lions at Cannes: Day 3
Today we finished the second round of the overall judging. Our team of five, again a new mix of judges, hail from Singapore, India, Germany, Argentina and USA. Lively debate continued, although overall, we were disappointed by most of the submissions in the following categories: internal, integrated programs and travel/tourism and leisure.
While I can’t divulge those I liked today, countries capturing my highest votes included: Japan and Australia.
To aid our deliberations, and to add more context to our numerical scores, we gave brief descriptions to each number. So, our “unofficial” characterizations follow below (Remember, 1–3 means drop from further review; 4–6 may make the final review; 7–9 absolutely in the finals.):
1 = No comment. Just silence. We were surprised these passed from the first round of judging we did at home
2= Nix it. (In many cases a stunt – that really turned us off)
3 = BORING!!! (In many cases a stunt plus something else. Very unoriginal)
4 = Barely ok
5 = Cute
6 = Solid (There were a good many solids awarded. Strategic, ok creative, thorough execution, ok results – just not great)
7 = Very good. Just one or two of the four criteria weren’t superior
8 = Close to Brilliant. A hair off of all criteria being fulfilled and then some
9 = Brilliant. Lively “ahs.” Gave some of us chills. May also be considered for the Grand Prix!
Insights to future entrants: success comes from really original ideas developed from keen insights and ideally some research, with stunning creative, thoughtful execution and results described qualitatively and quantitatively. Again, make sure the goals are crisply defined, ideally quantitatively, and as specific as possible, AND the results round back to address the goals.
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Judging the PR Lions at Cannes: Day 2
Up bright and early today. Walked and ran three miles along the promenade with barely a soul in sight. Though there were lots of men planting flowers, cleaning the streets, keeping Cannes tres beau!
Today I teamed up with four new judges from the U.S., Brazil, Australia and France. Our categories were consumer marketing and social media. In all, there were 40 entries to individually view and discuss.
What is it really like to judge? It’s quite fun, actually.As I have great curiosity about programs around the world, this experience provides a bird’s-eye view into so many varieties and approaches to programs.We analyze one entry at a time, quietly reading, then view a storyboard and usually a 2-3 minute video.
Then it’s not so quiet anymore. We critique, debate, question “where did the idea come from?” and then bounce back and forth regarding its power, originality and results.After a while, each judge seems to have a recurring comment – “solid” said one, (meaning ok, but not great); “boring” said another (meaning really not original and not up to short-list caliber). Other comments included: “Is this all there is?” “Where’s the insight?” “Measurement tells us what?” and “How is it sustained?”
If we need clarity regarding the power of the campaign in a specific country, we seek out that judge and get excellent context. It’s very helpful to separate fact from hyperbole.
Candidly, a lot of the work was “solid” as the best descriptor.Ok, but not good enough and really not great enough to win a PR Lions. Interestingly there is a feeling among all the judges that, as this is the FIRST PR Lions, we have to set a standard for the future for great PR work.Brilliant strategy, fresh creative, thorough execution and real results, not just clips. How did the program increase reputation or sales, change a law, influence behavior?So many of the programs we wanted to like, but they fell down in the results section.
“Really amazing” and “wow” were few and far between.
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A Summer of Service
Social media engagement and public service have been cornerstones of President Obama’s candidacy and administration. Merging these two, this week he announced a summer volunteerism initiative (June 22-September 11) called “United We Serve.” The program asks Americans make service a part of their daily lives and to help supplement the federal government’s investments in core areas of the recovery agenda – healthcare, energy independence, education and community and economic renewal. Obama is calling for cross-sector collaboration to bring this initiative to life. He says, “We need community organizations, corporations, foundations and our government to be part of this effort.”
At serve.gov, prospective volunteers can easily search for opportunities in their own communities, and the site provides turn-key tools to share experiences via their existing social networks (see this week’s article, “Hello? Arkansas? Yeah it’s Facebook.” for an example of the power of social networks in action). The search tool is integrated with the open-source Web project hosted at AllforGood.org, which was designed by technology and nonprofit partners and is fueled by the nonprofits, volunteer service listing providers and companies who submit volunteer opportunities to the site. This is certainly not the first volunteerism site or aggregator, but the cross-sector collaboration it will take to make it a success is compelling.
The “United We Serve” campaign serves as an example of how the government, nonprofit and for-profit organizations can, and should, come together to encourage positive civic behavior and better address pressing social and environmental concerns.
Tags: economy campaigns newmedia
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Judging the 1st PR Lions at Cannes
When USA Today asked me to be part of the judging panel for the first PR Lions at Cannes , I was deeply honored to join this preeminent global competition with 14 other seasoned public relations professionals from around the globe; from the U.K. to Singapore, Argentina to India, Sweden to Spain and beyond. Interestingly, it took 56 years for the Cannes Lions Festival to acknowledge the critical role of PR as part of the communications and marketing mix. Ah, good things come to those who wait.
Jury President, Lord Tim Bell warmly welcomed us Tuesday evening for a kickoff dinner at the Carlton Hotel. Joining Cannes Lions CEO Philip Thomas, we all toasted to the next era of the awards and to setting a new standard for public relations excellence in strategy and creativity.
Early kudos to the Cannes organizers for selecting a great PR jury. Today, during our first deliberations, all fell easily into our significant duty of short- listing the best campaigns. Unlike the other categories, the PR division was prejudged due to the more complex nature of the work. The initial 431 entries from 48 countries in 20 categories were narrowed to 322. Today, we divided ourselves into three groups, each given approximately 40 entries to judge against four criteria: strategy, execution, creative and results -- with strategy and results having a slightly greater weight across the four. Animated debate characterized all three groups, with Lord Bell occasionally overseeing the conversation with a sometimes quizzical look. He promised not to weigh-in until the final stage of the short listed entries, approximately 12% of the total.
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Maternal Instinct: Carol Cone on the Cause Marketing Debate
As an avid reader of the Stanford Social Innovation Review, I have watched with great interest the unfolding dialogue generated by Assistant Professor Angela Eikenberry’s article: The Hidden Costs of Cause Marketing.
Let me start with disclosures. Many of the comments are from people I know, some more than others, in the cause constellation. In addition, I have often been called “The Mother of Cause Marketing,” having worked in the field of linking companies with causes, and causes with companies, for 25+ years. I thus enter this dialogue with battle scars worn proudly and with great satisfaction to see the market’s expansive responses from public-private partnerships that raise awareness, action and funds for causes large and small, in the U.S. and abroad.
Today companies are expected to contribute to society in a variety of ways. The reasons they do so are many, as we have learned through working in the field for decades as well as conducting original research since 1993 with consumers, executives, companies and youth.
Enough about us. Now to Professor Eikenberry’s comments.
Let me do it in the proverbial top 10:
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Tags: nonprofitcausebranding causebranding
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Summer Cause Campaigns
Cause-related campaigns understandably flourish at certain times of the year- during the winter holidays, October and Earth Day, for example. But this summer is turning out to be just as ripe for opportunities to do good. A few sunny summer campaigns that have launched recently:
Electrolux’s “Virtual Lemonade Stand”
Electrolux and its sprightly spokeswoman, Kelly Ripa, have launched a new initiative to support the Ovarian Cancer Research Fund. For each Virtual Lemonade Stand consumers open online, Electrolux will donate $1 to the OCRF (with a minimum of $10k and a maximum of $15k). The company has also committed to donate $500,000 to the cause.
Tom’s of Maine “50 States for Good”
Corporate-sponsored online contests that allow consumers to decide which organizations will get charitable dollars are a leading cause-related trend right now, and during the hazy days of summer, it’s just getting hotter. Through Tom’s of Maine’s “50 States for Good” campaign consumers can help the company decide where to invest $100,000 in communities across the U.S. by nominating and/or voting for their favorite organizations in their states. In the fall, Tom’s will donate $20,000 to each of the five winning nonprofits.
Gap’s “The Ultimate Happy Hour”
This one’s just for Gap employees around the world. In celebration of its 40th anniversary, Gap has launched The Ultimate Happy Hour to encourage and reward its employees for their volunteer work. In keeping with its commitment to serving underserved youth and women, employees are encouraged to focus their volunteer efforts in these areas.
Tags: Volunteer celebrityengagement causebranding charity campaigns
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Do Green Claims Support Consumer Action?
In 2008, the U.S. Federal Trade Commission (FTC) began a series of public workshops to review its “Guides for the Use of Environmental Marketing Claims.” Initial sessions focused on carbon offsets, product packaging (for which Cone shared findings from its 2008 Green Gap Survey) and buildings and textiles. But since then, momentum seemed to slow.
Until this week, that is, when rhetoric turned to action as the FTC cracked down on Kmart and two other companies for making deceptive biodegradability claims. Kmart claimed that its American Fare private label brand of paper plates was biodegradable. The FTC challenged the retailer not because it questioned whether the paper plates actually decompose, but instead because of the way Americans typically dispose of their trash- in landfills where the plates have little hope of degrading. In essence, the FTC is indicating that it is not just about the inherent accuracy of the claim, but whether consumers can realistically act upon it.
At the same time, the House subcommittee on commerce, trade and consumer protection held a hearing entitled “It’s Too Easy Being Green.” In testimony, James Kohm of the FTC’s Bureau of Consumer Protection explained:
“Competition based on green claims drives businesses to greater innovation, which ultimately benefits consumers by increasing the availability of the types of green products and services they desire. For the marketplace to thrive, however, companies must compete on the basis of legitimate advertising claims and consumers must be able to rely on those claims.”
Kmart may be under fire today, but as the FTC continues to investigate instances of greenwashing, we can expect that more companies will follow.
Cone VP Liz Gorman expands upon the Kmart case in her post.
For much more news on this topic, please see our weekly newsletter. Click to subscribe to Cone's newsletter.
Tags: FTC marketing corporateresponsibility
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Kmart’s Green Gets the Red Light
The other day I was chatting with a reporter who was doing a story on the Federal Trade Commission’s (FTC) latest efforts to crack down on companies that make bogus “green” claims about their products. Specifically, the FTC is going after Kmart for claiming that its American Fare private label brand of paper plates is biodegradable. The FTC challenged Kmart, not because it questioned whether the paper plates actually decompose. Instead the complaint was issued because of the way Americans typically dispose of their trash.
Enter TerraChoice’s list of greenwashing sins. The FTC called Kmart out because it says the biodegradable claim is irrelevant, sin number five of seven common offenses.
At issue is the mindset of consumers and whether they assume the paper plates will actually decompose after use. When the plates are tossed in the trash, as the FTC believes they will be, they will likely be sent to landfills and buried in deep holes where they won’t see the light of day. Without exposure to the elements of nature, they can’t possibly decompose in a reasonable period of time.
I have to wonder what Kmart was thinking. Perhaps Kmart sees a future when curbside pick-up of household organic compostable waste is the norm. This service already exists in a handful of municipalities in the U.S. Along with garbage and recycling pick-up, some residents are getting their yard, food and biodegradable paper waste also collected and sent to compost facilities where these materials are turned into soil enrichments for gardens.
But maybe Kmart was simply doing what other brands do when they claim their products are “eco-friendly.” According to TerraChoice’s 2009 research, 98% of the green product claims being made are vague, unsubstantiated, conceal any unpleasant trade-offs, use bogus certification labels or are just plain fibs. All of this has consumers confused and often misinterpreting the claims that companies are making, Cone found in its 2008 Green Gap Survey.
Kmart may be the victim today. But as the FTC continues to investigate instances of greenwashing, we can expect that more brands will receive the same treatment. It may take some time to bring order to the green marketplace so consumers can actually trust the products they purchase. Until then, I suggest that consumers beware!
- Liz Gorman, VP
Tags: research Trust FTC Greenwash
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The New School of Societal Change
Business leaders who hold traditional beliefs about the role of business in society continue to use the economic crisis to espouse their conviction that the primary responsibility is to do well, not good. In their recent BusinessWeek column, Jack and Suzy Welch argue just this. It’s not as one-sided of an argument as we often see, but the point is clear: profit begets purpose, not the other way around. If a rash of new M.B.A. programs is any barometer, however, fresh thinking is on its way in.
Case in point—a story this week about Harvard Business School’s creation of “The M.B.A. Oath.” This promise “to serve the greater good” was organized by students and 20 percent of the program’s 2009 graduating class has opted to take it. Student advocates of the oath hope to establish a formal code that all future graduates will be required to uphold, similar to the Hippocratic Oath for physicians or the pledge taken by lawyers to uphold the law and Constitution.
M.B.A. professors, too, are recognizing the shift in attitudes among today’s students, and schools have ramped up courses and created new centers focused on ethics and corporate responsibility to satisfy the increased demand. Business school professors agree “they are seeing a generational shift away from viewing an M.B.A. as simply an on-ramp to the road to riches” and are viewing “business as more than a money-making enterprise, but part of a large social community.” This trend shows that future leaders may well care about more than just profits, and feel a stronger sense of responsibility for the good of society.
It’s not just corporate responsibility seeing this shift in thinking. Enrollment in climate-focused M.B.A. programs is surging, graduates are opting for careers in community organizing and public service agencies such as Teach For America and the Peace Corps are experiencing a swell in applications. In fact, research shows that M.B.A. students are willing to sacrifice an average of 14.4 percent of their expected compensation to work for a responsible company.
There is little doubt that corporate America’s attitudes will shift even further when these graduates become leaders. Dare we predict consumer perceptions of corporate America will follow?
Tags: economy research trends MBA corporateresponsibility
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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: causebranding cone awards
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Light-Hearted Cause
Some recent cause-related campaigns have proven that a little levity can go a long way in capturing consumer attention.
Comedian Will Farrell launched a gag-gift-worthy line of sunscreen, which will benefit the charity Cancer For College. The line of products featuring comical (and slightly stomach churning) images of the popular celebrity will be sure to capture consumer attention. It certainly caught ours.
This week, The New York Times discussed another campaign by The Blood Center of Central Texas, which suggests giving blood can offset bratty behavior, such as failing to hold the elevator, mooching Wi-Fi or taking home office supplies. The humorous tone has resonated with Austin-area residents, and the organization has seen a 20 percent increase in blood donations since the campaign launch. The creative director of the multi-channel campaign notes, “This isn’t the time to go out there and be heavy.”
On the corporate side, KFC’s highly publicized pothole program and Kroger’s involvement in the Bread Art Project captured much attention from consumers and the media alike in recent months for their amusing approaches to addressing problems.
The stress brought on by the battered economy and struggling job market can make heart-wrenching messages hard to process. A little humor can help capture consumer attention, and when done right, light-hearted messages don’t necessarily undermine the seriousness of the cause.
A guest post on Katya Andresen’s Nonprofit Marketing Blog, which shared further “proof nonprofits can be funny,” summed it up this way:
“In conclusion: don’t be afraid to be funny! Remember that humor is just a tool to engage the audience. Once they’re engaged, you can transition to the sensitive subject. The humor is not about the actual subject - nobody is joking about cancer or genocide - it’s just a way to help approach something to which people might otherwise be resistant.”
For much more news on this topic, please see our weekly newsletter. Click to subscribe to Cone's newsletter.
Tags: donation causebranding celebrityengagement nonprofitcausebranding campaigns charity
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Unlikely Partnership: Vick and The Humane Society
The Humane Society of the United States is showing a softer side for one of its former animal cruelty targets. The nonprofit organization has partnered with football sensation turned convicted dogfighting offender Michael Vick to become its anti-dogfighting campaign spokesperson. Wait - what?
That’s right, the very organization that rallied against Vick and helped put him behind bars in 2007 announced he will become the face of its campaign. The incentive for Vick is fairly clear. Looking to repair his damaged reputation following his fall from the sporting spotlight, he likely sees aligning with the cause as a direct route back into the public’s favor.
For The Humane Society, however, the choice to engage a man prosecuted for animal cruelty is harder to grasp. But the organization is using the outcry to its benefit. The aftermath of the scandal actually gave The Humane Society and other animal organizations a unique opportunity to draw upon public attention and address the issue of animal fighting. As his sentence comes to an end, the organization believes working with Vick will provide a direct line of communication to the urban youth it is trying to reach with its anti-dogfighting message. Vick himself grew up exposed to dogfighting and claims he didn’t question its immorality when he became an adult. Perhaps like drunk driving offenders or former drug abusers who take to the speaking circuit to share their “lessons learned,” Vick may supply an authentic voice to the campaign the organization couldn’t achieve with another spokesperson.
Partnering with celebrities, as we’ve discussed in previous articles, is always a perilous venture, but joining with one so blatantly in conflict with your organization’s mission is nothing short of treacherous. The Humane Society is taking the controversial decision in stride, claiming it will “reserve judgment until he demonstrates that he's part of the solution rather than a further part of the problem.” Time will tell how the public, Humane Society supporters and animal rights advocates react to this unlikely partnership. Frank, ongoing communication from the organization will be critical.
Tags: celebrityengagement currentevents advocacy marketing campaigns engagement
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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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Consumer-Centric Philanthropy
Want to really engage consumers in your cause efforts? Then give them a voice. Target, well-regarded for its philanthropic commitments, relinquished some control this week as it launched “Bullseye Gives,” a campaign allowing consumers to decide how to give away Target’s money. The company will divide a $3 million donation among its 10 charity partners, determined by consumer votes on the Target Facebook page.
Consumer-centric philanthropy campaigns like this are not new, but they are clearly resonating. In the past year, American Express, Western Union* and Trip Advisor have all launched similar consumer-driven online contests, powerful because they offer unique benefits to all parties.
First, online contests’ user-friendly, low- to no-cost tools provide companies a channel to connect with consumers on a more personal level than traditional checkbook philanthropy (in turn, perhaps breeding greater trust, engagement and loyalty). It allows consumers to select a cause of importance to them, which, according to Cone’s research, is the leading factor (84%) they say will influence their support of a company’s social efforts. And, as The New York Times says, such campaigns are “adding yet another weapon to charities’ fund-raising arsenal” while also building awareness. Most importantly, it helps level the playing field for both consumers and nonprofits who all have an equal voice in influencing the outcome. Bullseye.
For much more news on this topic, please see our weekly newsletter. Subscribe to Cone's newsletter here.
*Cone Client
Tags: engagement campaigns fundraising newmedia philanthropy marketing donation causebranding
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Entrepreneurs Foundation Recap
Carol Cone had the privilege of traveling to San Jose, CA this week to speak with members of the Entrepreneurs Foundation at a roundtable entitled “Anatomy of a Corporate Soul.” Please click here to view her presentation.
Thank you to everyone who attended!
Tags: cone causebranding conferences
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Using New Media to Advocate
In an “always online” culture, it is increasingly important to communicate with and engage audiences where they’re plugged in. At Cone, we define new media as “technology-facilitated dialoguesm among stakeholders.” Engaging audiences through technology is a powerful tool to increase awareness of issues. In fact, The New York Times recently highlighted an organization using new media - the Adolescent Pregnancy Prevention Campaign of North Carolina (APPC), whose innovative Birds and Bees Text Line offers information to curious teenagers about sexual heath on their mobile devices.
The state faces growing teenage pregnancy rates and risky behaviors - issues that weren’t being mitigated by traditional classroom education. The APPC knew its target audience of 14-19 year-olds had mobile phones, and that the anonymity provided by text messaging would offer a safe and comfortable forum to ask difficult questions about sexual health. The choice of mobile devices as a communications tool shows the APPC understands new media is less “build it and they will come” and more “build it where they already are.” APPC health educators respond to text inquiries within 24 hours, and refer to the service as “sex ed on their turf” - therefore creating a dialogue with teens as opposed to talking at them.
Unlike similar programs in other cities and states, the program provides for one-to-one interaction, demonstrating that new media can still be an intimate forum for communication. The Birds and Bees Text Line is only a piece of a larger strategic plan to educate teens about sexual health beyond the classroom, but it has allowed the organization to reach its target audience more effectively and in a way that is culturally relevant.
Cone will be speaking more about how to align new media with a corporate responsibility communications strategy at the 2009 Sustainable Brands Conference, where Mike Hollywood, director of new media, and Jonathan Yohannan, senior vice president, will be leading a workshop about New Media for Sustainability.
For much more news on this topic, please see our weekly newsletter. Subscribe to Cone's newsletter here.
Tags: engagement conferences campaigns nonprofit newmedia
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Conference Season 2009
Spring is in the air, and Cone is revving up for an exciting (and busy) conference season. Here is a sneak peek of where you can find us in the next two months:
The Better Business Bureau of NY
CSR Forum II: Leading the Recovery and Restoring Transparency and Trust in Business
May 12, 2009
Carol Cone will be moderating a panel entitled “Responsibility Strategies for Rough Times.” The discussion will include representatives from Verizon, Time Warner and Pfizer.
Sustainability 50
May 12, 2009
Jonathan Yohannan, SVP, will join a candid discussion among business leaders about effective environmental communications.
May 14, 2009
Carol Cone will lead a roundtable discussion entitled “Anatomy of the Corporate Soul.”
The Bulldog Reporter Media Relations Summit
Expanding the Value of PR in the Digital Age
May 18, 2009
Mike Lawrence, EVP and Chief Reputation Officer, will speak on a panel entitled “Lightning Response: Surviving the First 24 Hours of Crisis.”
The 2009 Cause Marketing Forum Conference
May 27, 2009
Carol Cone will help kick off the event with a keynote at the opening dinner about trends in cause marketing and Cone’s latest cause research.
CECP’s Corporate Philanthropy Summit
Under a New Lens: Corporate Philanthropy in a Changed Economy
June 2, 2009
Carol Cone will moderate a panel entitled “Beyond Cash: Leveraging Your Resources.” The discussion will include representatives from Cisco, American Express Foundation and The Eli Lilly and Company Foundation.
June 4, 2009
Mike Hollywood, Director of New Media and Jonathan Yohannan, SVP, will lead a half-day workshop on “Sustainable New Media” where participants will learn how to successfully integrate new media into corporate responsibility communications strategies.
We are honored to be speaking at these leading conferences and hope you can join us!
Tags: Reputation corporateresponsibility newmedia causebranding crisis conferences environment
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Trend: Easy Recycling and Disposal
This week Sony joined a roster of companies providing in-store recycling kiosks for any electronic product, regardless of its brand. Waste Management also launched a new CFL bulb that comes packaged in a postage-paid box. Consumers can use the container to return dead CFLs to a recycling center, ensuring the bulbs, which contain a small amount of mercury, will be properly discarded. And earlier this month, the Estee Lauder brand Origins announced it will accept and recycle used cosmetic containers from any manufacturer (cosmetics packaging like lipstick tubes and shampoo bottles account for a third of landfill waste!) at all of its stores and counters nationwide. What does this mean for consumers? It’s getting easier to be “green.”
Step one was creating and providing environmentally responsible products, but the cost of a corporate environmental commitment today goes far beyond the store shelf. Companies are stepping up to help ease the common barriers which prevent consumers from proper use and disposal of their products. They are extending their commitments by offering turn-key solutions for responsible engagement throughout the product life cycle, minimizing not only the manufacturing impact of their products, but also accommodating the safe disposal or reuse of materials they contain. And frankly, they are eliminating, one-by-one, the excuses consumers have for not being green.
Tags: corporateresponsibility environment trends recycle
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Getting Dirty for the Greater Good
Cone employees spend a lot of time developing environmentally responsible strategies and initiatives for their clients, but last Thursday, they rolled up their sleeves and got their hands dirty.
In celebration of Earth Day, a group of Cone employees took time out of their day to help make Boston a bit greener. Under the instruction of Earthworks, “a community-based non-profit organization committed to planting a healthier and more sustainable Boston,” the group fertilized and prepared soil at a Cooper Community Gardens site that will ultimately become an edible landscape, comprised of a variety of fruit, nut and berry plants.
The excursion was part of Earthwork’s Urban Orchards Program, which strives to connect individuals with one another and with the natural landscape of their neighborhoods. By involving local communities in reviving and maintaining open spaces, Earthworks empowers people to create more ecologically sustainable neighborhoods.
The Earthworks project was just one part of the Green Team’s efforts to engage employees in Cone’s commitment to environmental responsibility. While Earth Day comes but once a year, Cone’s commitment is ongoing—the Green Team meets on a monthly basis to continue to identify opportunities to make Cone a greener place.
-Erin Zwaska, Assistant Account Executive
Tags: cone Volunteer EarthWorks
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Spotlight on Volunteerism- National Volunteer Week
Perhaps we sound a bit like a broken record, but we just can’t stop talking about volunteerism. The momentum simply hasn’t slowed since we first called 2009 “the year of service” in January. National Volunteer Week concludes tomorrow, but it’s not the calendar marker that is resonating as much as some of the news and research that has been released in light of it.
This week, President Obama brought to fruition his call for service when he signed “landmark” legislation expanding service and volunteer programs in the U.S. He called upon Americans to “make an enduring commitment to serving your community and your country in whatever way you can.” The Serve America Act will more than triple the size of AmeriCorps, create new volunteer programs and help nonprofits expand programs and recruit and manage volunteers.
Photo Credit: The Huffington Post
The latter is particularly relevant given new findings from Deloitte’s* 2009 Volunteer IMPACT Survey. The study, the latest in Deloitte’s research series which explores skills-based volunteerism, revealed a troubling disconnect in the pro bono space. At a time when more than nine in 10 nonprofit respondents say they need and want pro bono support, “most have a startling lack of knowledge about where to get it.” What’s more, about one-in-four nonprofit respondents say they have “no plans to use skilled volunteers or pro bono support in any capacity in 2009.” This insight points out that corporations and nonprofits are still more focused on giving and getting cash, despite these challenging times. Until the conversations between these two parties extend beyond financial support, both will leave significant value on the table. As Deloitte notes, pro bono is currency. And it’s a tender that will become increasingly valuable as the nationwide, sector-spanning spotlight on volunteerism intensifies and the corporate purse strings tighten.
For much more news on this topic, please see the Philanthropy & Volunteerism section of our weekly newsletter. Subscribe to Cone's newsletter here.
*Cone client
Tags: Volunteer Obama
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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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Companies Go Back to Cause Basics
Tide may be going back to cause marketing basics, but it has also upped the ante considerably for consumer packaged goods cause promotions in the grocery aisle. The detergent brand recently announced that, at least for a limited time, it will give its bottle a complete overhaul, including a special yellow cap and imagery to support its cause marketing program, “Loads of Hope.” This is the most radical change to its packaging in its 60-year history, and it is the next evolution in Tide’s cause marketing program which helps families affected by natural disasters.
Cause marketing efforts are proliferating online, but it is nice to see that on-pack and in-store messaging has not lost its luster. It is a proven way for companies to connect to consumers at point-of-sale and to reward them with an effective dual benefit: a do-good feeling even as they shop for everyday staples.
Other cause marketing fundamentals that are resonating as consumers weather today’s tough economic climate:
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Coupons (example: Jiffy Lube’s* “Maintenance Partners for Life” program with the American Heart Association*)
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Turn-key engagement opportunities (example: Betty Crocker’s* “Stirring Up Wishes” program)
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Tangible impact (example: Disney’s buy-a-ticket, plant-a-tree promotion)
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Basic needs, with a twist (example: Campbell’s “Help Grow Your Own Soup” program)
*Cone clients
Tags: economy causebranding marketing campaigns
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Religion Communicators Council National Convention: Wrap-Up
Kristian Darigan and I recently had the pleasure of presenting an interactive session on Cause Branding at the Religion Communicators Council National Convention right here in Boston, Massachusetts.
This thoughtful group wrestled with questions of identity amid diversity – the theme of the conference – and the role of cause in fundraising and communications from the local to the global levels.
Based on the tremendous response and strong interest in receiving copies of the presentation, we are posting the link here for all to easily access. Please take a look, and be sure to share any follow-on questions and insights. We’d love to hear from you.
Enjoy!
Talya Bosch, Director
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Fundraising Remedies for the New Economy
As we seek to develop new marketing communications solutions for nonprofits in today’s climate, fundraising will take a front seat across the board. Carefully consider the following tips to help boost your nonprofit’s recession resilience in 2009.
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Focus on individual giving: The largest portion of overall fundraising during recessions (80%) comes from individual givers, according to COP. So nurture your loyal donors and make sure they know just how important they are to you.
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Curtail or re-purpose large galas or costly events: Consider creating lower-tier ticket opportunities for existing galas; swapping costly events for smaller, mission-aligned gatherings; or seeking donations “in lieu of event” for a targeted list of urgent, micro-philanthropy needs.
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Avoid spending too much time and energy on engaging new corporate support: Five percent of fundraising comes from corporate support, which on average declines 1.5 percent in times of economic recession, according to COP. So, focus on servicing, communicating with and adding value for existing corporate supporters to maintain or grow current funding rather than seeking out new partners who may not be able to fund new beneficiaries.
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Cut back, but do not eliminate, direct mail: Direct response fundraising makes up close to 60 percent of giving, according to the Direct Marketing Association, and COP reports that 62 percent of organizations surveyed reported gains over time using direct mail. To lower costs, consider paring down your contact list to active donors and continue to contact them. Bolster e-fundraising: For cost-effective communication vehicles, you can’t beat the Web. Consider transitioning important acquisition strategies to less costly e-fundraising techniques versus direct mail, moving select fundraising transactions online or creating “pledging” opportunities for individuals to give over time.
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Create turnkey fundraisers: Inspire your donors to co-create fundraisers with you to reduce costs or create simple offline or online auctions. Also, try to seek gifts in-kind to bolster net proceeds.
Anne Erhard, Vice President
Tags: economy nonprofitcausebranding nonprofit fundraising
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The Value of Corporate Volunteerism
Citizen volunteerism is growing at a rapid rate, fueled by the poor economy, President Obama’s public call-to-service and allocation of stimulus dollars to government-funded service programs. But the time is also right for a surge in corporate volunteerism.
We know employee volunteerism is a valuable way for companies to give back to their communities and boost morale among employees, and a new study released by the Taproot Foundation’s Pro Bono Action Tank (PBAT) and the Committee Encouraging Corporate Philanthropy (CECP) provides a helpful standard for companies to better measure their contributions.
This valuation, of what can be an ambiguous line item for businesses that aren’t professional services firms, may provide the incentive they need to send more employees to serve their communities. The standards will allow corporations to more accurately track and report the value of pro bono services as cash equivalents, according to Charles Moore, executive director of the CECP.
As the old business axiom goes, what gets measured gets done.
Tags: Volunteer economy research
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Charmin is There, When You've Gotta Go
Anyone who’s ever heard, “Mom, I gotta go,” knows that Charmin’s sponsorship of SitOrSquat.com is touching lives and improving life. But I must admit it may not be as meaningful a way as P&G does with Live, Learn and Thrive and its Children’s Safe Drinking Water program. Whether you prefer your Charmin strong or just soft, it sure is getting attention! The level of interest waged by this sponsorship shows how sometimes a little bit of levity can bring a lot of positive attention. This online application is certainly bringing Charmin top of mind at this very human moment of truth.
Now, if we could only link the brand to a worthwhile cause…something that fits with their equity…hmmm…what about helping prevent diarrhea…seriously…diarrhea from contaminated drinking water is a leading cause of death among the developing world’s children. If we could tie the two, Charmin and helping children in need live without diarrhea by drinking clean water, while also helping your children find a place to sit or squat -- now that could be a winning proposition.
SitOrSquat.com is not perfect though. When I put in my own zip code, the only public loo was posted as Scotty’s Service Station, but the location it pointed to was my friend Patty’s home on the end of a dead end street! Patty has a great loo, but don’t go knocking on her door asking to sit or squat!
Alana Schmitt Burns, Vice President
Tags: newmedia causebranding marketing campaigns
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Powering Down
New research finds that 63 percent of workers in the U.S. feel their companies should be doing more to reduce their power consumption. A simple step? Power down PCs.
The PC Energy Report 2009 found that businesses in the U.S. are wasting $2.8 billion a year in energy costs by failing to turn off computers. According to the report, “If all the world’s 1 billion PCs were powered down just one night, it would save enough energy to light up New York City’s Empire State Building – inside and out – for more than 30 years.” Shutting down office computers during the evenings and weekends when they are not in use can save individual organizations thousands of dollars each year, while helping to minimize overall office energy use.
This weekend is a perfect time to start. Saturday, March 28th marks the third annual Earth Hour event – a global initiative organized by the World Wildlife Federation to raise awareness about climate change. At the time of this story, an impressive 2,848 cities, 21,014 businesses, 6,299 organizations and 8,742 schools within 84 countries signed up to participate by turning off their lights between 8:30 and 9:30 p.m. local time on Saturday.
Take this symbolic act, which is designed to raise awareness, a step further to something that can have a sustained impact on your energy use and your bottom-line: encourage all employees to ensure their computers and monitors are turned off for the entire weekend. Earth Hour is an awareness builder, but only if it translates to true, ongoing action.
Tags: currentevents research environment
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Micro-Volunteerism
Is micro-volunteerism the future of volunteering?
Hat tip to Meghan Keaney at the Speak United blog for drawing my attention to The Extraordinaries, a fascinating software solution which allows volunteers to take part in small bursts of activity when time allows, all from the comfort of their smartphones (think helping to translate a microfinance loan for Kiva while waiting in your doctor’s office or transcribing a Witness human rights video on the bus).
Sure it will never take the place of traditional volunteering – which requires a substantial commitment from both the volunteer and the organization and provides an equally powerful return – but it is a good start toward tapping the unused minutes of the deluge of laid off Americans seeking a way to put their time to good use.
Tags: newmedia
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Salvation Army Innovates to Stay Relevant in Down Economy
The Salvation Army’s annual holiday fundraising drive, with its iconic red kettles, hand bells, and volunteers in Santa suits collecting change, seemed to defy the odds this holiday. Despite a retail season with lighter foot traffic and pockets with fewer coins to spare, the Salvation Army reported record fundraising in 2008, bringing in $130 million. That’s 10 percent higher than 2007, which represents the largest one-year jump in revenue growth in more than a decade. With the economy on the brink of a meltdown, how did the Salvation Army achieve record-breaking fundraising?
It innovated. The Salvation Army stretched pocket-change fundraising to new heights, elevating its strategy to a multi-channel, highly engaging program.
First, it recognized the power of younger donors and sought them out where they were already plugged in- online via social networks and through their mobile devices. The 2008 program included the ability to donate online, to spread the word via social networking sites and to download an iPhone application specifically developed for the campaign. Other high-tech advancements in the signature red kettle collections included regional testing of “cashless kettles,” which accepted credit or debit cards and “mobile giving,” which allowed consumers to text donations from their cell phones.
The Salvation Army leveraged these online capabilities and went viral by providing turn-key online fundraising toolkits and incentivizing consumer participation. The Online Red Kettle Campaign provided tools such as email templates and widgets and featured the top fundraisers on its Web site. Internet giving alone brought in $10 million in 2008.
At the same time, the organization stayed true to more traditional means of fundraising and awareness by engaging the teen-idol band the Jonas Brothers, leveraging several corporate partnerships including Wal-Mart and Target and never forgeting its volunteer base of 25,000 on-site bellringers.
Research shows that consumers are generally giving the same this year but to fewer organizations. By mixing traditional fundraising tactics with new digital approaches, the Salvation Army was able to tap those with money to give and came out of the season further ahead than ever before.
For more fundraising tips beyond the holiday season to use throughout 2009, read our latest article, Fundraising Remedies for the New Economy.
Tags: newmedia economy research charity fundraising campaigns
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Turning Good into "Sport" and Other Good Innovations
It is refreshing to see goodness still bursting through in this bruising world economy. Nike, for the second year in a row, has teamed with Ashoka, a nonprofit that stimulates social entrepreneurism, to search globally for sports programs fostering social change. Both share a philosophy that philanthropy should be driven by innovation. The search takes place online at GameChangers: change the game for Women in Sport.
Last year three winners each received $5,000. Projects included Grassroots Soccer, a program leveraging soccer's popularity to educate young South Africans about HIV and AIDS, and in the U.S., Sports4Kids which provides physical activity and conflict resolution training to underserved children.
This year, the contest focuses on innovative programs targeting women's issues. By tying its philanthropy to key consumer segments, brand attributes such as innovation and its sustainable commitment to building girls' and women's self esteem through sport, Nike strategically links its "goodness" to its business. In these highly challenging times, creating "shared value," as Michael Porter calls it, is a smart business decision to enhance the effectiveness of giving, linking it to core business growth strategies. Interestingly, the potential for social change, not pure commerce, excites Nike through this contest. "If sport can be a major strategy for reducing HIV prevalence, then that's huge," says Ziba Cranmer, senior manager of social innovation at Nike.
Kudos to Nike for aligning its innovation in products with its international philanthropy. It is encouraging to see its constant creation of cutting-edge, sport-social impact programs. And, it is perhaps even more encouraging to see the words of Chairman and Founder Phil Knight come to life: “The performance of Nike and every other global company in the 21st century will be measured as much by their impact on quality of life, as it is by revenue growth and profit margins.”
read more...
Tags: campaigns Women Nike Pedigree
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Slashing Prices Cuts Value, Too
A new report confirms short-term price cuts do little to breed customer trust or loyalty. In fact, the Yankelovich poll says, they can actually be damaging to your brand. Seventy percent of respondents said that price cuts probably mean the brand is overpriced to begin with or the company is just trying to move old product. “People are suspicious if you significantly discount your brand,” explained J. Walker Smith, president of Yankelovich Monitor. “If you make significant changes in your value proposition it can confuse them. You have to give them reasons to buy stuff as opposed to just lowering prices as a knee jerk reaction to the economy.”
But how can companies appeal to penny-pinching consumers who, at the same time, are seeking greater value? Forbes reports on several alternative ways companies are helping recession-weary Americans get back on their feet:
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FedEx, hoping to help those affected by layoffs, offered to print 25 free resumes for customers looking for a new job
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Hyundai offered to buy back cars purchased before a layoff
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The New Jersey Nets offered free tickets to unemployed fans who posted their resume to the team’s online job site
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JetBlue is refunding tickets for customers who lose their jobs after booking flights
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CitiMortgage (subsidiary of CitiGroup) offers three months of reduced mortgage payments for newly laid-off borrowers
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Various restaurants are running “Pink Slip” promotions, including Laiola Restaurant in San Francisco who offered a free meal to anyone who was recently laid off
Rather than slashing prices across the board, these companies are zeroing in on opportunities to show they care and to make life a little easier for consumers. For their effort, they will reap the reward of having a loyal customer base once the market turns around. Consumers who take advantage of companies’ generosity in their time of need are likely to return when they do have money to spend.
Have you seen other examples of companies stepping up? Tell us about it!
Tags: research marketing corporateresponsibility economy campaigns
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Resilient "Green Purchasing" -- But Why?
Business and consumer news could hardly be more grim, but corporate environmental efforts seem to be coming through relatively unscathed. Companies are maintaining their investments and consumers continue to buy.
So why is “green purchasing” proving so resilient?
Three driving forces:
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Small Change – Companies are providing easy, cost-effective opportunities for consumers to make a difference through everyday purchases and activities (e.g, Marriott’s “Celestial Seasonings Trees for the Future” and the ongoing success of Clorox Green Works).
- True Value – Consumers evaluate much more than price when determining a product’s “value.”
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EcO-bama – The Obama administration’s continued attention to environmental policies and green stimulus spending have brought complex environmental issues into living rooms across America.
Trendspotting.com also lists 12 of its own eco-trends fueling today’s “eco-bounty” in its latest trends report, but we want to know what you think. Why does consumer environmental purchasing continue to grow despite the economy? Vote in our poll, located on the blog sidebar, and share your thoughts on what is motivating consumers to shop with the environment in mind even as they pinch pennies.
Tags: trends corporateresponsibility economy environment research
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Social Media for Good - Help Fight Hunger with One Click!
Philanthropy that’s focused, yet flexible enough to respond to the changing business and social climate is the smart approach leading companies are taking today. Companies such as Wal-Mart, GE and Visa have said they are allocating more funds and/or in-kind donations to address immediate domestic needs. One of the most pressing is childhood hunger. In the U.S., 1 out of every six children (more than 12.4 million) are going hungry, and as the economy deteriorates, this number will only grow.
To make it easy for people to take meaningful action in the short-term, Tyson Foods is joining Share Our Strength, Hum. Minds at Work., Kompolt and MediaSauce in a new collaborative initiative called the Pledge to End Hunger. For every pledge made on the site (as long as it reaches the 1,000+ goal), Tyson will donate 35 lb of food (enough to feed 140 children) to a food bank in Austin, TX where attendees will soon gather for the annual SXSW Interactive Festival. The two states that generate the most pledges may also have an opportunity to receive their own truckload of food if the tally passes 1,000.
You likely have hundreds of followers and friends on your Facebook and Twitter networks alone, so simply visit the site and pledge- to give, volunteer or help spread the word.
Tags: newmedia Volunteer currentevents charity campaigns
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The Phantom Cause
It’s troubling, as Dress for Success founder Nancy Lublin argues in her recent Fast Company editorial, that intentionally or not, some companies are learning to cause market without the cause. Lublin cites Macy’s “Shop for a Cause” last fall, which promoted its cause-related shopping day through full-page newspaper ads saying simply, “in support of nonprofit groups.” In reality, Macy’s raised more than $9 million dollars through the promotion which benefited several important charitable organizations (listed on its Web site), but consumers reading the ads wouldn’t know that. The nationwide event benefited local organizations, so logistically, communicating these details may have been complicated. Yet that doesn’t preclude Macy’s from providing its nonprofit beneficiaries with the recognition they deserve. In the end, the organizations benefited from the funding, but they did not have access to the immense awareness and brand building power that a well-marketed cause partnership should provide.
Clearly, insufficient details can quickly undermine the credibility of even well-conceived cause programs and may eventually threaten consumer support. For example, a majority of consumers (91%) want to hear about corporate efforts in supporting causes, but far fewer (58%) believe companies are providing sufficient details about their cause marketing efforts. Mitigate this communication disconnect by providing the detail and transparency consumers and other stakeholders need to believe in your campaign. In many states, legal regulations dictate what must be disclosed, but in general, sufficient details should include the nonprofit partner(s), the amount of the donation, the donation cap and/or the portion of each sale which will go toward the cause, and the length of the promotion.
Tags: nonprofit transparency causebranding
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Economy Does Not Eclipse Environment
Economy does not eclipse environment. It’s not a tongue-twister; it’s the very real, very encouraging takeaway from Cone’s newly released research, the 2009 Cone Consumer Environmental Survey. The brief survey explored the environmental attitudes and shopping behaviors of American consumers during today’s economic crisis and found that American interest, shopping habits and expectations of companies to act responsibly have not been blunted by the state of the economy. Key findings include:
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Purchasing: 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today, and another 44 percent indicate their environmental shopping habits have not changed as a result of the economy
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Interest: 35 percent of Americans have higher interest in the environment today than they did one year ago
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Expectations: 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn
Another key takeaway: Even if they are not buying today, consumers are still holding companies accountable for their sustainability efforts over time. A full seven in 10 Americans say they are paying attention to what companies are doing regarding the environment today, even if they cannot buy until the future.
As Andrea Learned states on her blog, “Don’t assume your brand can give up on ‘green’ to ride out these tough times. If your customers are sticking to their environmental ways through thick and thin (or at least trying very hard to so do), they’ll expect you to do the same.”
Please click here to access the complete 2009 Cone Consumer Environmental Survey release and fact sheet.
To see Cone’s past consumer environmental research, including the 2007 Cone Consumer Environmental Survey and the 2008 Green Gap Survey, please visit www.coneinc.com/research.
Tags: cone economy environment research corporateresponsibility
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Volunteer Nation
We often talk about consumers’ inclination to purchase cause-related products, but Cone’s 2008 Cause Evolution Study found that a corporate-nonprofit partnership is also a valuable tool for activating consumers in other important ways. After learning about such a partnership, 42 percent of Americans are more likely to tell a friend about the charity, 36 percent are more willing to donate money and 23 percent are more likely to donate their time to volunteer for a cause.
Time is a precious commodity in today’s 24/7 society, so it is hardly surprising that volunteerism falls toward the bottom of the spectrum. What is somewhat troubling is the “service gap” that Porter Novelli’s latest Styles research uncovered. It shows a significant difference between the causes Americans find personally relevant and those to which they are most likely to give their time- up to a 64-point gap for certain causes. This disconnect, and 2009’s strong call for service by all sectors, presents a great opportunity for companies and their nonprofit partners to take their cause programs to the next level and to better engage consumers beyond product sales and donations. 
read more...
Tags: research Volunteer
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2009 Conferences
USA Today reports that twice as many U.S. companies as previously expected are cutting their travel spending this year in response to economic weakness and uncertainty. At the same time, however, attendance at leading business conferences may actually rise as executives seek and share advice on pressing business issues. To ensure great value for your time and financial investment, Forbes has a list of 12 Executive Gatherings for 2009 to consider adding to your agenda. Many focus on corporate responsibility, sustainability and philanthropy.
Tags: conferences
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CR is Case of GBL not BDF
The recession seems to be bringing critics of corporate responsibility out of the woodwork. Recent media coverage has dismissed corporate responsibility as everything from "hot air" to "unsustainability." A column in the Financial Times, in particular, made this disparaging remark, "Thank goodness, now the recession’s here we can forget all that nonsense about corporate social responsibility (CSR) and get back to trying to make some money." Diane Osgood, VP of CSR Strategy for BSR, shares a compelling counterargument to these antiquated claims on the BSR blog. Read her commentary here.
Tags: corporateresponsibility BSR
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Touchdown or Fumble? Cause-related marketing and the Super Bowl
Advertisements for Bud Light Lime and GoDaddy.com may have scored the most viewers (according to Nielsen) in the most-watched Super Bowl of all time, but from our perspective, not surprisingly, the true victors were the brands who used this estimated $100,000-per-second forum to communicate their commitments to social and environmental issues. 
Pedigree’s Adoption Drive commercial (#7 on USA Today’s Ad Meter) was humorous and endearing and a nice alternative to the heart-wrenching animal adoption spots we’re most used to seeing, but as the Good Concepts blog notes, it may have been more successful with a more direct call-to-action for consumers. GE’s smart grid technology ad (#28) featuring the Scarecrow from the Wizard of Oz was inventive and nostalgic, if not exactly actionable. And Kellogg’s Frosted Flakes spot (#36) was simple, actionable and community-oriented, a shift we’re beginning to see in many programs as companies reassert their role as good neighbors in times of turmoil. Kellogg’s also put consumers right in the driver’s seat for its cause program, something our research has found is important to 84 percent of Americans when they support cause-related campaigns.
As a whole, the three cause-minded spots were successful because they were simple, largely engaging and well-aligned with the upbeat, effortless tone consumers expect from Super Bowl ads.
But we want to know what you think. Did this year’s cause-related marketing spots score a touchdown or fumble the ball? Take part in Cone’s poll to share your opinions. We’ll share results on the What Do You Stand For? blog.
Click Here To Vote! (or visit us on Facebook)
__________________________________________________________________________
Update:
The results are in, and 100% of respondents agreed that this year's cause-related Super Bowl ads were a touchdown! However, we must disclose that there were only seven participants- a slow start for our first poll, but thanks to those seven for participating!
Have a burning question? Let us know! We will be posing questions to our readers regularly.
Tags: campaigns superbowl
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Is It Finally Time for Girls/Women to Rule the World?
With our world turned upside down through so much economic calamity, greed and selfishness, is it finally time for women to rule the world?
At the recent World Economic Forum at Davos, some 100 women got together on a Saturday morning to hear a panel discussion called "The Girl Effect." These female leaders from around the world talked about focusing on helping girls and women in developing countries gain better access to health care, education and job opportunities.
"This is the solution to a long list of world messes from poverty and hunger to the spread of HIV and violence -- and in this financial crisis its one of the best investments we can make," said Helene Gayle, president and CEO of CARE USA, who moderated the panel. Joining her were Nike CEO Mark Parker, Mari Pangestu, Minister of Trade of Indonesia and Nobel Laureate Muhammad Yunus.
Kudos to Nike who has focused much of its recent charitable efforts on helping girls in poor countries. Kudos to Kiva.org with its microfinance focus on women. Kudos to Connie Duckworth who created a rug weaving business in Afganistan called Goldman Sachs 10,000 Women initiative, that aims to educate emerging women business owners with certificates of business and mentoring to help their ventures grow.
read more...
Tags: philanthropy conferences Women Leadership
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The Importance of Trust
Stocks, sales, jobs and morale are plunging, so it’s not that surprising to learn about the latest victim of the current climate to hit rock bottom: consumer trust. According to the 2009 Edelman Trust Barometer, 77 percent of U.S. respondents have less trust in corporations than they did a year ago. For the record, that’s lower than the days following Enron, the dot com bust and September 11th. 
Globally, the study found the ability to trust a company is one of the most important factors in determining a company’s reputation, just behind product quality and employee treatment. During a time when reputation and consumer trust is critical to market survival, what can companies do to mitigate further damage?
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Act Responsibly- Actions speak louder than words or spin, and people will be quick to call attention to any missteps. Taking a corporate jet to legislative hearings for a bankruptcy bailout is one of the most obvious blunders of late, but all companies are faced with making tough decisions every day from prioritizing investments to pricing goods, to choosing suppliers and fair treatment of employees.
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Be Authentic- Before communicating with your stakeholders about your positive efforts and good work, ensure that there are credible corporate practices in order to support any information you are sharing.
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Be Transparent- Stakeholders expect a more open book regarding financials and business transactions today. Now is not the time to hide behind closed doors. Acknowledge your struggles and the solutions you will pursue to assure your stakeholders that you are proactively addressing any issues.
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Engage in Dialogue- Instead of talking at your stakeholders, start a conversation and listen and respond to what they have to say. Social media offers an inexpensive and direct way to engage, so meet people where they are online and provide new forums for them to express themselves.
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Be a Good Neighbor- During times of crisis, companies that can prove they are more than mere providers of goods and services and demonstrate their commitment to their communities, employees and other stakeholders will stand out after troubling times have passed.
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Be a Resource- Your stakeholders are feeling the economic pinch too, so take the extra step to provide your organizational expertise or relationships to create a teaching moment for your stakeholders. For example, McDonald’s and Visa launched "McDonald's Practical Money Skills" program to empower employees.
At Cone, we’re heeding our own advice about the unparalleled importance of reputation management today and in the future by appointing our first “Chief Reputation Officer." In this new role, Mike Lawrence will be responsible for all client-facing reputational issues across the agency related to business issues, corporate responsibility, media relations and crisis prevention and management.
Tags: Trust Reputation
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CR continues to weather the recession
Ethical Performance (subscription required) reports that layoffs among corporate responsibility professionals have begun to trickle in as JPMorgan, Citigroup and the global law firm Eversheds integrate their functions and make some of their lead CR posts redundant.
For a growing number of companies, however, corporate responsibility continues to prove recession-proof. Fortune reports this week that despite harsh financial realities, many major companies, including Intel, PricewaterhouseCoopers, Wal-Mart, GE and Starbucks have no plans to abandon their commitments. Intel, for example, saw its stock price fall 42 percent in 2008 and had a weak fourth quarter, but pledges to continue its green investments and its commitments to global education programs in 2009, including the recent launch of the “Small Things Challenge,” an investment of up to $300,000 in education and development in a number of countries. “You can’t save your way out of a recession,” says Intel chairman Craig Barret. “You have to invest your way out.”
A long-term vision and a refusal to allow today’s short-termism to hamper progress and future sustainability may be the driving force behind these decisions. As GE’s chairman and CEO Jeff Immelt explained at the BSR conference last November, “When we come out of this fog, this notion that companies need to stand for something – they need to be accountable for more than just the money they earn – is going to be profound.”
What do you stand for?
Tags: corporateresponsibility economy
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A Year of Public Service
It’s hard to see a light at the end of the economic tunnel these days, but at least there is a twinkle along the way: 2009 may just be the year of service.
As President-elect Obama, in conjunction with the Ad Council, announces his push for public service through TV and radio PSAs, Starbucks times its initiative to encourage community service among its consumers, one million hours worth, to coincide. But let us not forget employees. Employee volunteerism programs may be one of the first casualties of the down economy (if not in policy, at least in practice) as employees worry about saving their jobs and employers are concerned with making the books. Yet, the benefits of employee volunteerism outweigh the scant investment by providing consistency where there may be little and by helping to restore goodwill and a sense of community among a dispirited staff. Skilled volunteerism is also, according to Deloitte’s 2008 Volunteer IMPACT Survey, a highly cost effective, but underutilized, training and development tool.
The benefits could extend outside of the office walls, as well. In the cases where current conditions have forced cuts in charitable contributions and have even sent matching gifts programs (which account for about 10 percent of total corporate giving) to the chopping block, employee volunteerism may be one last vestige of constancy to keep valuable corporate-nonprofit partnerships intact today and in the future.
Tags: Volunteer
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Power of Awareness
We’ve commented over the past few months about why and how cause marketing is an increasingly valuable strategy to drive consumer trust and loyalty for companies as the economy worsens. No doubt it remains a win-win strategy for nonprofit organizations, as well. Cause can dramatically increase sales (resulting in funds for both the corporate and nonprofit partners), but its power to drive awareness may be even more feasible and enticing to nonprofits right now. In a recent news blurb (“’Idol Gives’ The Donations – Finally,” January 1, 2009), The NonProfit Times reports that American Idol Gives Back, the highly publicized cause effort in which millions of viewers helped raised more than $64 million in 2008 for several charities, has finally awarded the donations to the organizations, a full six months later. What struck us about the article, however, is not the time it took to allocate the money, but this quote by Malaria No More’s communications director, “The exposure on American Idol is invaluable for a disease like malaria…You can’t put a price tag on the ability to educate more than 30 million Americans about a crisis halfway around the world in the context of their favorite TV show.” He concludes, “We were flooded with interest and support.”
Unfortunately, Malaria No More and the other nonprofit recipients won’t have the benefit of such a forum courtesy of American Idol this year. It has been reported that Idol Gives Back won’t air this season, likely as a result of the recession. Beyond the millions of dollars raised directly, the decision is also disappointing because it takes away a powerful outlet for awareness-building for several worthwhile organizations. Here’s why:
Cone’s research confirms that upon learning about a corporate-nonprofit partnership, 42 percent of Americans are more likely to tell a friend about the charity, 36 percent are more likely to donate money, 29 percent are more likely to participate in the charity’s programs and events and almost a quarter (23 percent) are more likely to volunteer. Shopping aside, the exposure that cause marketing programs bring to nonprofit organizations and social and environmental issues is tremendous.
Let’s hope American Idol reconsiders its decision in 2010, and in the meantime, others step in to be a voice that can help deliver both funds and awareness for nonprofit organizations addressing critical issues.
Tags: economy research nonprofitcausebranding
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2009 - A Turning Point?
On Dec. 30th, the US government expanded its multi-billion dollar bail-out of the auto industry with a $6 billion capital extension to General Motors’ finance division. It did this with the underlying fear that the company and its counterparts, Chrysler and Ford, may not survive the year and with the knowledge that a majority of Americans (6 in 10 according to a CNN/Opinion Research Poll conducted on December 3, 2008) are opposed to using taxpayer money to fuel a turnaround. 2008 was, no doubt, one that will remain etched in history as a year of reckoning. But, what real change will transpire in the New Year? Will 2009 be a turning point?
Indeed, a sea change may be on the way. Some influencers, like John McLaughlin, political commentator and host of The McLaughlin Group, have gone as far as to predict the rise of a new era of socialism, saying:
“Capitalism… will be the ultimate casualty of the global economic crisis of 2008. Governments everywhere are implementing socialist measures. The golden age of capitalism is kaput. Managed capitalism is what rules.”
Others, like President-elect Obama have proposed solutions to the culmination of events in 2008 via government-led regulatory reforms for business, as well as increased public and private social responsibility. Whether it be in the form of increased assistance to the underprivileged through tax relief, improved health care access and making universal early childhood education available, or the call for new personal engagement in local civic programs, charitable giving and volunteerism – the focus on the greater good for the incoming administration is unmistakable.
If changes like these take place, we might expect to see the role of corporations in cause-related activities to be diminished as government and individual involvement increase in caring for communities. However, as Ed Moed points out in his blog Measuring Up, brand reputation is a critical driver in purchase decisioning and consumer confidence. Certainly, companies that have acted unethically, are associated with failures as massive as the Big Three and are not perceived to be giving their fair share back to the communities and consumers that support them are likely to continue to be punished. In a down economy, price and quality will undoubtedly rule. But in fact, Cone’s recent research shows that most Americans (78%) believe companies should maintain or even increase their financial support of causes during a down economy, proving that significant consideration will be given to those that act in accordance with the newly re-birthed American commitment to the greater good.
How this is defined remains to be seen. Will it be manifested in greater compliance with environmental standards, increased fair wage and benefits offers, more transparency in financial and business reporting, new focus areas for strategic philanthropy, etc.? Will consumer expectations change? Will government be effective in incentivizing reform? The true answers will reveal themselves in the months and years to come. Since it’s a perfect time to make resolutions, I am going to resolve to hope and prepare for the best.
Tags: research Obama currentevents
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Caught Kissing for a Cause
Some say the tradition of a midnight kiss on New Year’s Eve ensures good tidings in the coming year- and this year, Proctor & Gamble will ensure this is true for the benefactors of Operation Smile. For every kissing couple spotted on their Scope “ Kiss Cam ,” the packaged goods giant will make a donation to the nonprofit, which raises money to treat childhood deformities. This campaign is not only a great way to promote their mouthwash product when people are likely to get up close and personal with one another, but also a wonderful way to give back during the holidays.
The cause partnership will be carried into the New Year with an in-store promotion to benefit Operation Smile through March 2009. Scope’s brand manager anticipates they will raise enough money to help 200 children.
During these hard financial times, various companies are digging deeper to give back, with the hopes of not only making a difference in the lives of others, but also hoping to benefit from the additional reputational boost during times that are also tough on business. Cone’s 2008 research shows that 85% of Americans accept cause-related marketing such as the P&G “Kiss Cam” donation to Operation Smile, and 78% think businesses should continue to give the same or even more during tough economic times. Further creation of authentic, relevant and meaningful cause programs will be critical in the coming year, as businesses continue to compete for consumer attention during a time of tightening wallets. It will be the recognized leaders in charitable giving during hard times that will be strongest coming out of the economic downturn, making now more critical than ever for businesses to show they care.
Happy New Year!
Tags: currentevents research causebranding
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GE- A Philanthropic Shift
The GE Foundation just announced that it will shift its philanthropic focus in 2009 toward meeting basic needs. The company will redirect $20 million dollars, a fifth of its total giving, to feeding, clothing and providing shelter for people in need. What’s more, GE is engaging its employees in the effort by increasing its match for employee contributions up to two-to-one if they are giving to organizations meeting basic needs in their communities.
http://www.ge.com/citizenship/index.jsp
Although the issues from which the money will be diverted will no doubt feel the pinch, GE is taking a bold position in fulfilling its social contract by tailoring its philanthropy to those areas where it sees the greatest immediate need, while maintaining its existing commitments where possible. The announcement brought to light Cone’s recent prediction that companies will move their giving toward local causes and basic needs as they strive to support the communities in which they have a presence during tough economic times. Companies continue to invest in issues core to their business success, while also recognizing the need to meet social needs as they arise. It's about being focused, but fluid. Leadership companies with strong values understand their obligation to make good on both ends.
The evidence indicating companies have no intentions of giving up on their commitments to society in 2009 is plentiful, but as GE has shown, the approach, priorities and objectives are likely to change. To see Cone’s complete article on how companies will sustain their cause initiatives in the new year, please click here .
Tags: economy philanthropy
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A Better Capitalism for Brands, Companies and Consumers
I always remember breakthrough articles related to cause. While few and far between they provide tremendous inspiration to me and many of my colleagues, clients and friends.
Six years ago, Geoff Colvin at Fortune wrote a full page editorial about the power of causes on employee commitment and morale. In November 2004, Marc Gunther, also at Fortune wrote Money and Morals at GE, about the new values-based culture CEO Jeff Immelt was instituting to inspire green-related innovation as well as an enticing workplace for the emerging millennial generation.
This week came Jonah Bloom's editorial: 'Recession Provides a Chance to Build a Better Capitalism.' Better capitalism reported by AdAge?...I read it with vigor.
Here is his critical point: conspicious consumption is no longer a sustainable answer to our lives. We already have enough. Building brands for tomorrow can and should embrace a different type of capitalism, one that incorporates society and the environment into emerging businesses as well as established ones.
Bloom talks about the opportunity in 2009 and beyond for marketers and their agencies to harness and reflect the mood of the country -- that voted for change-- to advocate 'for a new era in business where companies and products are analyzed, valued and attract investment based on a range of metrics that reflect the challenges of the world we live in..' As well they take new approaches to branding, marketing and sales that build in sourcing, operations, and product/service functionality that just makes sense to a new type of consumer, ones that desire to share their values with the businesses they buy from and work for...
This is so so very exciting to hear from AdAge.
For those of you who have followed Cone and our work since the early 80's, we have always advocated for business to bring their values to life through authentic and sustainable engagement with social issues. Now a quarter of a century later, with our world upended, for this philosophy to become the norm, rather than the exception, is encouraging for our people, planet, our communities and our children's futures.
Jonah ends his editorial with this commentary: 'Next year we will have a chance to wean ourselves off the crack of consumption at any cost to our brands and our planet and instead focus on profitability, sustainability and social responsibility. Maybe next year can be the start of something good, a different take on commerce...'
This year we went through a robust discussion of Cone's future as a strategy and communications firm. After much discussion we settled on something we felt was just right: Our firm's vision: Better Business. Greater Good.
My New Year's wish is that we all answer this call. Our collective futures may depend on it.
Thanks Jonah for this invaluable commentary.
- Carol Cone
Tags: economy currentevents
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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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Cause Awareness: Videos
The Boston College Center for Corporate Citizenship just announced it is seeking entries from companies who have demonstrated their responsibility through video for its inaugural International Corporate Citizenship Film Festival. We’re excited to see the winner revealed at the annual conference in 2009 because we’re also big believers in the power of video to showcase compelling stories about pressing issues. Not only does video have an almost unparalleled power to tug at the heartstrings, but it can also inform (build brand and issue awareness) and mobilize (generate funds or advocacy and drive change).
ITT Watermark Video
Video was once typically associated with compelling TV advertisements (Whirlpool’s Habitat for Humanity spot on the film festival’s Web site is a great example), but social media channels have today provided new, less resource-intensive ways to produce and distribute pieces that educate and bring complex issues to the masses or specialized audiences (e.g., Dove or ITT videos). Increasingly, companies and organizations are turning the screen inward to rally their own employees or secure partners through videos not shared publically. They’re even handing the camera to those touched by the issue to tell the story in their words . Video may not be the most novel tool in the communication arsenal, but it continues to translate complex issues, capture attention and inspire unlike most any other medium.
A few best practices for communicating your cause via video:
- Humanize the initiatives – use real people affected by the issue to show the need
- Provide context (e.g., a few defining statistics) to illustrate why efforts are urgent, especially for complex global or business issues
- Show the impact you’re making on the issue, but don’t overstate or overpromise
- Ensure it is more than a boast about your accomplishments
- Be transparent with the details of your commitment – a requirement if you’re also selling a product or service that triggers a donation for the issue
- Offer a convenient venue for people to learn more about the issue and opportunities for engagement
- Spread the word – tap social media networks to encourage others to advocate on your behalf
Tags: advocacy causebranding nonprofitcausebranding campaigns currentevents
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Association of Fundraising Professionals Toronto: Wrap-Up
I recently had the pleasure of presenting two sessions on Cause Branding and Passion Marketing at the Association of Fundraising Professionals’ 2008 Congress in Toronto, Canada -- two rooms full of extremely insightful and well-read nonprofit executives. Based on the tremendous response, not only to the presentations themselves, but also to the compilations of research and case studies that we covered, I am posting the links to the information here, for all to easily access. Enjoy!
Cause Branding: The Power of Focus - This presentation demonstrates why cause branding is a must-do business strategy in creating brand personality, passion and trust in today’s marketplace, in developing innovative programs and in communicating them in a credible way.
Addicted to Love: Infusing Passion into Your Brand - This presentation drives home the payoffs of emotive communications and illustrates the path to reaching, engaging and impacting diverse audiences. It is highlighted by successful audience segmentation examples employed by the American Heart Association (AHA).
More detail on each of the AHA’s cause campaigns is included in these word case studies:
Go Red for Women
Start!
Alliance for A Healthier Generation
Power to End Stroke
Relevant Cone research (as referenced in the presentation) is included here:
Past. Present. Future. The 25th Anniversary of Cause Marketing
2006 Nonprofit Research
- Kristian Darigan, Vice President
Tags: conferences
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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
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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 .
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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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What Obama Stands For....
A year ago, at a dinner with some very talented senior communications professionals, we went around the table and stated who would run for President. Hillary and Rudy. We were all so convinced.
Mind you, many of these talented pros had technological knowledge deep in their blood. Yet Obama was not mentioned by one.
When he beat Hillary, I knew he might just win. Yes not deeply experienced in our established political system, yet he was a community organizer. He knew the streets, and knew how to listen, organize and build a base from which to gain results. He knew the grassroots and how powerful roots can spread and grow to amazing heights.
I am truly awed by Barack. I believe he is the 'real deal' or perhaps WYSIWYG (What You See Is What You Get). A very consistent, level-headed, authentic leader who knows how to reengage millions and empower those who never, ever felt power. He beat an imperial political system with an open-source, people-powered, technologically-based operation. Yes, he has a broad and wonderfully diverse political base. He also has a database of millions that he will use to govern.
For those of you who aren't in his database, the simple message he sent on the night he won was so touching and right.....at 1:21am he said: We just made history. And I dont want you to forget how we did it....I want to thank all of you who gave your time, talent and passion to this campaign....We have lots of work to do to get our country back on track and I'll be in touch soon about what comes next....But I want to very clear about one thing.....All of this happened because of you.
Thank you, Barack.
We will have change. And we need it so desperately. He saw what was wrong with this country.....as the New York Times stated, 'the utter failure of government to protect its citizens.'
We have elected a man with great character. We have elected a man that truly embodies the spirit of what has made this country great: the American dream. We have been given reasons to hope again. We have given the world a refreshed view of our ability to be inclusive, bold and caring.
We have been wise to elect Obama at a time when our challenges are so great and when our collective energy, wisdom, and humanity will be called on to forge new social, economic and environmental systems. For our country and our world to thrive, we will need each other more than ever.
Perhaps the thank you should be in return: Thank you, Barack.
-Carol Cone
Tags: Obama marketing currentevents
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The Power of Social Media
What do Obama and Western Union have in common?
Both have successfully tapped into the power of Millennials in their recent campaigns. Our research shows that an astounding 88% of 18-24 year olds use social networks, and both “brands” have been able to engage this growing market. Marketers are finding social media to be a valuable platform for promoting their cause, and young Americans are increasingly accepting of being marketed to online.
Many have attributed the success of president-elect Barack Obama’s election campaign to his ability to utilize new media platforms in his campaign. He was able to rely on his Internet presence for much of his record-breaking fundraising, and Advertising Age even deemed him “Marketer of the Year” for 2008. The use of social media made his campaign widely accessible and empowered voters to have a voice in the election, especially younger voters who are comfortable navigating this realm of communication. But it is not only future presidential hopefuls who can take a tip from Mr. Obama; the engagement of youth activists is increasingly important, and social media is the way to capture their attention.
Photo Credit: www.Gearlive.com
Western Union, a Cone client, mobilized its cause campaign via Facebook with the launch of its Our World Gives application , which encourages users to vote for one of eight nonprofit organizations to receive a $50,000 donation from the Western Union Foundation. To date, the application has attracted over 40,000 voters in its attempt to gain awareness among younger and social media-savvy individuals.
As Millennials surpass baby boomers as the largest generation in the United States, the need to engage via online and social media will become increasingly important, and organizations must be prepared to act. Whether for-profit or not-for-profit, all organizations must take a tip from social media innovators such as Barack Obama and Western Union. It is no longer enough to be present online, as younger consumers are looking for higher engagement and more power to voice their opinions and show what they stand for.
Tags: Obama WesternUnion newmedia marketing
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Hours for Good- College Summit
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
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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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China Finding Balance - Part IV
Kristian Darigan spent the month of June researching CSR in China. This post is the final 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 IV, click here.
Tags: research
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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.
Tags: marketing
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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.
Tags: marketing
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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 .
Tags: research
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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 .
Tags: celebrityengagement causebranding
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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 .
Tags: environment
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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!
Tags: causebranding
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China Finding Balance - Part II
Kristian Darigan spent the month of June researching CSR in China. This post is the second 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 II, click here.
Tags: research
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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.
Tags: marketing
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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
Tags: currentevents
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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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China Finding Balance - Part I
Kristian Darigan spent the month of June researching CSR in China. This post is the first 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 I, click here .
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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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China Finding Balance - Intro
The turn of the 21st century has brought a significant shift in the balance of world markets. China, for years stymied by the economic isolation of the Maoist era (1949-76), has re-emerged as a powerhouse. For the country, the 1980’s were fueled by the opening of commerce to western business, which set off an evolution from a “planned” to “market” economy. The 1990’s were set apart by the redevelopment of Shanghai as a modern, global business epicenter and new benchmark by which other Chinese cities would work to similarly cultivate what Vice Minister Fu of China’s Ministry of Commerce called “5,000 years of history living with modern technology.” The 2000’s, built on this, have ushered in China’s joining of the World Trade Organization and the United Nation’s Global Compact, along with an incredible transformation of the country and its people.
Major contributing factors to this, include: an economic boom driven by an effective government that has made constitutional amendments to ensure the adoption of a market economy and provided essential supports to speed growth; a new reflection on determining China’s ultimate purpose, with a renewed commitment to creating a “harmonious society” through the adoption of corporate responsibility standards, new forms of cross-sector collaboration and prioritized efforts to close the gap between the countries haves and have-nots and an unprecedented “opening” of the government, allowing increased communications and a relative free-flow of information, fueled by the rampant rise of blog use among the Chinese.
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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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A Cause for Change - Corporations and Social Marketing
A very powerful and innovative example of how companies can leverage their unique assets to solve pressing social issues was highlighted this week in The New York Times (login required) when an anthropologist living in Africa contacted some of the world’s leading corporations and asked them to help save lives. But this wasn’t a traditional request- Dr. Val Curtis was not seeking financial support or product donations. Instead, she wanted to learn how to manipulate people’s behavior.
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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 .
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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
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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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Rethinking Disaster Relief
It's a precarious time for business as it relates to corporate giving. The economy is down, and companies are exploring ways to make their philanthropy more impactful so they can maintain their commitments and still demonstrate a business and social return. As we sit on the heels of major disasters in China and Myanmar, in the midst of severe, localized flooding in the United States and on the precipice of hurricane season, it is important to note that companies must begin thinking about disaster relief in a different way.
In “ The Corporate Citizen ” this month, the president of the Office Depot Foundation discusses the important distinction between disaster relief (short-term) and disaster recovery (long-term). To be most effective, companies must think about disaster response not as a reaction to a singular event, but as a strategic process addressing both immediate and lasting needs. Cone recommends the following guidelines for companies to most effectively support disaster relief efforts:
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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 .
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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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The Sierra Club and Green Works
Relationships are rarely easy, but this one sounded like a partnership made in heaven. The parties complemented each other well, and the partnership wasn’t based in superficialities. We’re talking about the relationship between the Sierra Club and Clorox’s line of Green Works cleaning supplies. The partnership, in which the Sierra Club lends its name and environmental halo to the company in exchange for an undisclosed portion of sales was, not surprisingly, scrutinized from the beginning. But the commitment seemed genuine and the products passed muster. Yet a new story last week in Ad Age tells us that despite an estimated $20 million in sales and endless exposure, behind the scenes the relationship remains controversial, at least among the environmental group’s own members. Ad Age notes, “four of the Sierra Club’s 64 chapters outright opposed the association. And it’s not hard to find a blog by outraged former Sierra Club members decrying the partnership.” In fact, one chapter insists it was suspended as a result of its criticism of the partnership, but the Sierra Club argues there were other mitigating factors.
Whatever the truth, one key lesson is that “creative” partnerships need to be forged with both internal and external constituencies in mind. It seems the Sierra Club carried out due diligence to ensure the product line that was to carry its seal truly lived up to its promise. But the environmental group may have failed to apply the same due diligence to engaging its own vociferous members. When there are such strong nonprofit and corporate forces at play, there will also be strong opinions, particularly in an arena as highly contentious as the environment. We’re still in the nascent stage of environmental product endorsements, so both partners must tread carefully to avoid accusations of “selling out” or greenwashing. The greater the engagement of key stakeholders- including internal ones- in the conversation, the more apt they will be to air their concerns and find a common ground.
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Corporate Giving in Tough Times
According to initial findings released by the Committee Encouraging Corporate Philanthropy this month, corporate giving grew by 5.6 percent last year to a per company median of more than $26 million. The findings, compiled from data collected from 155 companies, revealed that about two-thirds of companies increased their giving, including seven of the eight who reported losses. The data are reassuring. Even as the economy weakens and amidst what Newsweek calls “ The Coming Charity Crisis ,” companies recognize the significant reputational and social benefits their corporate philanthropy provides. Nevertheless, companies will face increasing pressure to justify their commitment to corporate philanthropy to the very stakeholders who have high expectations for it in the first place, from consumers (who are struggling with higher prices), to employees (as they worry about job security), to executives and shareholders (who want to see the ROI). Today and always, a strategic, focused philanthropic program has the most measurable business and social impact, so we recommend a number of elements for companies to consider to better ensure the sustainability of their corporate philanthropy programs in uncertain times:
- Choose a social issue to support that is aligned with your business to leverage your size and assets for greater impact.
- Focus your giving within this issue space (considering revisiting your employee giving policies as well).
- Prioritize giving in key markets based on your areas of greatest need (e.g., increase employee morale and minimize turnover, spread corporate culture to a new facility, leverage existing sponsorships in certain cities, etc.).
- Evaluate/reevaluate your nonprofit partners to ensure they fit within your focus area, meet your established partnership criteria and have proven, measureable social impact. Limit pet charities.
- Engage your nonprofit partners to identify ways, beyond cash, in which you can provide much needed support. Professional expertise, employee volunteerism, cause marketing and advertising or marketing support are just a handful of ways in which you can add value.
- Measure to ensure demonstrable business and social return.
Alison DaSilva, Cone’s VP of Knowledge Leadership and Insights, will be speaking on this very topic next Tuesday at the Northern California Grantmakers Corporate Philanthropy Institute. For more information, please visit the Web site .
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Nothing But Nets
A recent article in the New York Times featured the much-lauded malaria-prevention campaign Nothing But Nets ; a campaign we’ve been following too. In fact, Carol Cone spoke about the grassroots campaign, stemming largely from a 2006 Sports Illustrated column, to conclude her speech on “Harnessing New Media for Your Cause” at last week’s Cause Marketing Forum. The program, for a mere $10, allows donors to purchase an anti-malaria bed net and save the life of one of the million children who die from the preventable disease each year.
The campaign is successful precisely because it provides simple tools that deliver easily achievable results. It utilizes the power of new media to inform, connect with and mobilize people to save lives. Due to their sheer volume and seeming complexity, the use of new media tools for cause campaigns can feel like an overwhelming endeavor, but it need not be if we remember that the objectives are still the same: to tell powerful human stories, to listen to and engage with our audience and to provide actionable, tangible results. New media tools provide a more efficient infrastructure for people to spread a call-to-action virally among their friends and other contacts. With the help of a diverse array of partners and supporters (including the UN Foundation, the Methodist and Lutheran Churches, the NBA, VH1 and American Idol), Nothing But Nets has successfully raised more than $20 million, largely from teenagers and young adults who are drawn to the Web-based communication (including videos, a game and interactive maps), and who can effectively save a life for less than the cost of a pizza. Few other small investments provide such a substantial return.
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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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Your Input Needed
We are working on a new book with Jocelyn Daw, who wrote Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits, focused on building powerful nonprofit brands and due out in late 2009. If you work in the nonprofit field, we'd appreciate your opinions and insight.
Please click here: http://www.surveymonkey.com/s.aspx?sm=y0_2bpUvS776AvwfvJIWZfRQ_3d_3d to take our ten minute survey and help shape the direction of the work. Thank you!
-Kristian Darigan
Tags: nonprofitcausebranding
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Rewarding Corporate Responsibility
The proof that corporate responsibility has a demonstrable return on investment continues to add up. The Wall Street Journal released new research this week confirming consumers will pay a premium for products made with high ethical standards (defined as progressive stakeholder relations and environmental practices and demonstrated respect for human rights).
Of a random survey of 97 adult coffee drinkers (admittedly, a small sample size), those who believed the coffee was produced ethically said they would pay $9.71 per pound, $1.40 more than the control group. Perhaps more telling, consumers who were presented with information indicating the coffee was produced using unethical standards said they would pay only $5.89 a pound. The moral of the story? Consumers will not only reward responsible companies for their efforts, they will punish companies whose ethical standards are subpar. This is sound support that a company’s responsible business practices can have a noted impact on sales, but the implications don’t stop there. Cone’s own research has consistently found that, from brand loyalty to job loyalty to investments, Americans are likely to reward or punish companies for their corporate responsibility practices in a variety of ways.
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: corporateresponsibility
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Under Scrutiny
Some of the world’s most high-profile cause efforts are under the media microscope this week. Ad Age discusses the scrutiny Unilever and P&G face as a result of their highly visible support of social and environmental issues. The article notes, “No good deed goes entirely unpunished; high-profile stances on social causes can have unintended consequences; and the water is getting pretty murky as ‘ethical marketing’ encourages consumers and activists to delve into corporate policies in even-greater detail.”
This is not news to Dove, who, in a startling account in another Ad Age story , is accused of professionally airbrushing the so-called “real” women in its Campaign for Real Beauty. Unilever and the photographer deny this claim , but it is a blatant reminder that when you take a stand in a highly visible way, there is no room for error.
The companies who are truly “walking the talk” will examine all of their business practices to ensure they are aligned with their values, and they understand that only through transparency and authentic engagement with even the most virulent stakeholders can they truly advance the social or environmental agenda. Those whose practices are found to be inconsistent with their messages will answer to consumers in the court of public opinion.
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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Presenting Cause
This past week, I had the pleasure of spending three hours with the communications and marketing pros who make up a good portion of Lutheran Services in America. We spent time discussing the emergence of trends within, and the future of, cause branding and social marketing in corporate, nonprofit and individual contexts. Based on the terrific response that I recieved, I thought I might share it with you. It is a compilation of many of the presentations (all much less than three hours!) that I have given over the course of the last two years. Let me know what you think. Download LSA.pdf
- Kristian Darigan
Tags: conferences
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Skills-Based Volunteering
Conferences, seminars and offsites have long been part of the corporate lexicon when it comes to professional development (to a tune of over $100 billion annually), but an increasingly powerful tool in the employee training arsenal is volunteerism .
Traditional employee volunteerism is alive and well, but some of today’s leading corporate programs are facilitating more strategic skills-based volunteerism in which specific business expertise (e.g., marketing, accounting) is applied to help nonprofits around the world solve complex problems and work more effectively. By lending talented staff, the return on investment for business is a more content employee whose skills have been sharpened and whose professional perspective is enhanced.
Yet, as is often the case in such initiatives, there is a disconnect between rhetoric and reality. According to Deloitte’s* fifth annual Volunteer IMPACT Survey , the vast majority (91 percent) of Fortune 500 HR managers believe skills-based volunteering adds value to training and development programs, but only a handful (16 percent) intentionally and regularly offer such opportunities to employees.
Companies should strive to minimize this gap because skills-based volunteerism is a thoughtful, cost-effective approach to advancing institutional knowledge and developing the next generation of corporate leaders.
*Deloitte is a Cone client
Thie 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: research
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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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Tags: causebranding
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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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Knowledge Leadership Weekly Insights
As Earth Day approaches, an occasion Ad Age has likened to Christmas due to its paradoxically commercial slant, it is critical for companies to communicate their environmental commitments accurately and responsibly. The FTC is taking notice of the abundance of environmental messages in the marketplace and is holding a second workshop in late April to reevaluate its Guides for the Use of Environmental Marketing Claims.
In light of these events, Cone, in collaboration with The Boston College Center for Corporate Citizenship, this week released the 2008 Green Gap Survey exploring Americans’ understanding of and attitudes toward environmental marketing claims, as well as their desire for oversight of such messages.
The findings revealed that although Americans are trusting of companies, there is a disconnect (the “Green Gap”) between the environmental claims they hear and what they conclude these messages to mean. Almost half of the population (48 percent) erroneously believes common environmental terms such as “environmentally friendly” or “green” best describe products that have a positive (read: beneficial) impact on the environment. In reality, these terms more accurately describe products that have either a lesser impact than previous iterations or than competitive products. A majority of Americans also indicate they would welcome oversight of environmental marketing claims.
The combination of these findings underscores the precarious nature of the environmental marketing landscape. Currently operating under a “trust, but verify” assumption, American consumers risk disillusionment and possibly disaffection as they begin to realize that the environmental claims they hear are not necessarily what they may seem.
For more on the research findings and some guidelines for companies, please visit our Web site .
Tags: environment
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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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Knowledge Leadership Weekly Insights
Dove’s “Campaign for Real Beauty” has helped define the landscape for modern cause movements, but as Dove announces its plans for a new online community for women, an April 10th advertising column in The Wall Street Journal questions the marketing impact of the campaign. Suzanne Vranica writes, “...the marketing impact has been somewhat blunted by the fact that the social cause hasn’t been linked directly to specific Dove products.” Yet this is precisely what makes the campaign so powerful and so appealing to millions of women. Rather than a targeted cause marketing program that benefits a particular product, Dove has infused its entire brand with a sense of doing good.
Early on, some critics assailed the campaign for touting a cellulite cream in its ads. How can you campaign for “real beauty” they would argue, while hawking a cellulite minimizing product? Although there are still incidental product ties, today it seems that connection has largely dissipated, and the campaign has discovered its real roots as a self-empowerment movement for women that crosses generational, ethnic and socioeconomic lines. (Incidentally, according to Dove, sales did increase for products featured in campaign ads, by an astounding 600 percent in the first two months. The company also saw a 20 percent increase in overall sales across the entire brand in 2005.)
Product lines come and go and their appeal is limited to target audiences, but a movement that speaks to women on a deep emotional level has staying power. By avoiding overtly promotional connections to products in this campaign, Dove has built a legacy brand.
For more on this issue, please see Cone’s recent article in the Jan-Feb issue of Contribute magazine (under 'Cone Research and News' at right).
Tags: campaigns
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Knowledge Leadership Weekly Insights
It seems there are few areas of our society that have not been permeated by reality television, and this holds true for philanthropy and cause awareness. “American Idol” gave back; even Oprah’s giving big in primetime. And though the debate over whether so-called “philanthro-tainment” helps or hinders the field, the latest example is giving us a headache. While these efforts may be effective in bringing social issues and the notion of philanthropy to mainstream America, in certain instances we can’t help but question their approach and substance. If there is any doubt that reality television has, at the very least, a questionable role in the world of cause awareness and philanthropy, this recent promotion should put that to rest.
Last weekend, Reality Cares, an organization founded and supported by representatives of the reality television industry to raise funds and awareness for an array of issues, partnered with SUNSTYLE tanning studio in West Hollywood to host its “Tan for a Cause” event. Leading reality stars from shows like “American Idol,” “Project Runway” and “The Amazing Race” “[got their] tan on” to raise awareness for a nonprofit that mentors at-risk youth through extreme sports.
In the nearly six minutes of red carpet coverage on Access Hollywood’s site , we caught only a single mention of the nonprofit organization, Stoked Mentoring, by name, and never did the attendees or the host explain how, or whether, any funds were being raised for the cause. We talk a lot about authenticity here at Cone. When a cause-related event centers on an arguably dangerous practice and is more about pseudo-celebs strutting their stuff on the red carpet than raising awareness for the cause, we say it’s time for a reality check.
*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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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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Tags: marketing
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Knowledge Leadership Weekly Insights
A tongue-in-cheek editorial in the Pittsburgh Post-Gazette takes a critical look at the myriad health-related observances (awareness months, weeks and days) that crowd the calendar with opportunities to draw attention to a cause. They are so pervasive, the writer argues, that “almost nobody is aware of anything.” He points to a web listing of health-related observances in which a dozen and a half are associated with this month alone.
What the columnist neglects to discuss, however, is that when these occasions are executed well, they provide context, structure and immeasurable opportunities for raising funds, building awareness or changing policy. We need only think of October, an entire month virtually synonymous with breast cancer awareness, or National Wear Red Day, when the country is awash in a scarlet sea, to realize the power an awareness observance can have to rally the nation around an important issue. The media, influentials and the public alike take notice. However, as Earth Day approaches and environmental releases and announcements flood journalists’ inboxes nationwide, the point, that an awareness occasion in and of itself is not a sufficient news peg, is well-taken.
Companies and nonprofits must add new and meaningful content to the dialogue, as well as provide a relevant call-to-action, to engage and inspire constituents before hitting send on the press release. And please, don’t wrap yourself in a green flag without the substance to back it up.
*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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Nonprofits: From Good To Great
Recently, I re-read Jim Collins’ Good to Great and his follow-up piece, Good to Great and the Social Sectors , to help glean some new insight on how to create environments in which nonprofits can achieve greatness. In the reading, I was reminded of the simple clarity of his most poignant principles and thought I’d share them and some additional thoughts with you.
Level 5 Leadership: This refers to a management style that is not only adept at organizing and motivating teams, but is also amplified by a personal will to achieve greatness for the organization versus the self. And, within nonprofit organizations, he points out that an ability to blend an executive- with legislative-style leadership is necessary to contend with their often diffuse governance structures.
First Who...Then What: This focuses on recruiting people who are not only skilled and qualified for their paid and volunteer positions, but who also share in the organizational vision and have an inner compulsion to deliver great work simply because they can. Here Collins describes the “right people” as those who are the “best, smartest and hardest working individuals.” Then, he states, “Good to Great companies are full of people who display extreme diligence and a stunning intensity.” This message applies to the nonprofit sector, but is distinguished with what Collins says is a greater opportunity based on the likelihood of personal fulfillment in the work, as well as a greater challenge in overcoming competitive pay rates for top talent.
Confront The Brutal Facts and The Hedgehog Concept: Here, using discipline to properly identify “what you can be great at” versus core competencies; “what you are passionate about” based on the shared interest of your team; and “what drives your economic engine” through a combination of time, money and brand, is the key driver of great organizations. Collins notes, “through an autopsy without blame” an organization can examine its history to help guide future decision-making -- a difficult, but necessary journey for today’s nonprofit organization.
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Tags: nonprofitcausebranding
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Knowledge Leadership Weekly Insights
Are bells and whistles key, or is it what’s under the hood that counts? A recent Environmental Leader column, “CSR Reporting: Rainbows Versus ROI” by Timberland’s Alex Hausman addresses this very conundrum that companies face as they try to determine whether powerful visuals and inspirational stories are more or less warranted than hard, quantifiable data in describing a company’s responsibility efforts. The truth, as the article points out, is that it’s a combination of both. We should also recognize that the CR report is just one tool around which a company can build a broader communications strategy. As part of this strategy, Cone recommends that companies:
1. Map and prioritize stakeholder audiences: As every company faces resource constraints, this prioritization allows you to focus limited dollars on those objectives with the highest potential return.
2. Engage with stakeholders: Through meetings, surveys, e-mail and telephone feedback, find out what your stakeholders are thinking about your company's CR activities. Build in this dialogue as an ongoing part of your communications strategy.
3. Develop a CR message guide: Different stakeholders have varying degrees of CR issue knowledge and needs. By developing a comprehensive guide with key messages tailored for each stakeholder group, companies are able to deliver consistent messages that resonate with each audience.
4. Identify communications vehicles based on determined objectives: In most cases, existing vehicles may be the most appropriate way to communicate your CR commitments as stakeholders are already expecting to hear from you through those channels.
5. Execute: Communicate with multiple audiences at the same time to ensure an integrated approach. During execution, keep in close contact with the operations side of your company to make sure your company is 'walking the talk,' and you are apprised of any issues that arise, so you can respond accordingly. Use feedback from your efforts and from stakeholder engagement to evolve messaging and look for new CR opportunities.
*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: corporateresponsibility
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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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Knowledge Leadership Weekly Insights
A controversy has arisen about the decision of a Columbus, Ohio children’s hospital to name its emergency department and trauma center after locally-based retailer Abercrombie & Fitch. The company made a $10 million donation in 2006.
Clearly, this is not the first time the Nationwide Children’s Hospital has offered corporate naming rights in exchange for donations, but this is the first time the decision has been so controversial. Critics argue this instance “is more egregious” as the hospital is linking itself to a brand some consider highly provocative and inappropriate for a young audience.
In light of increasing pressure among nonprofits to compete for the major donor dollar, many are struggling with how to provide the strongest recognition and ROI. Anyone can question the hospital’s decision, but it is ultimately up to the organization and its stakeholders to decide what is appropriate. The key is whether they have clear criteria in place to guide these decisions. Would they grant Columbus-based Victoria’s Secret, a major segment of Limited Brands, the honor of naming rights in exchange for a significant philanthropic gift? It’s a slippery slope, and established guidelines are critical to help navigate the decision-making process. Questions to consider:
- What industries, business practices, products and/or services conflict with the mission of the organization?
- Are the company’s values and brand in alignment with the nonprofit?
- How authentic is the company’s commitment to the issue and organization?
- What are the reputational risks of aligning your brand with theirs? Has the company been involved in any questionable practices?
- Are there other ways the nonprofit can work with the company that will provide value to each entity, beyond naming rights?
For those who think the critics can easily be ignored, note that one of the major groups behind the hospital initiative, the Campaign for a Commercial Free Childhood, launched an aggressive public relations campaign around McDonald’s sponsorship of student report cards. The company discontinued the program earlier this year.
*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: philanthropy
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How friendly is eco-friendly?
Every single day we are bombarded by someone telling us to be more eco-friendly in our lives - and in the choices we make. But can we really be eco-friendly?
Maybe the problem starts with what we define as eco-friendly. Do we mean something that is good for the environment or something that is just less bad than the alternative? Too often we are told something is eco-friendly when it is really only eco-friendlier than the alternative. For instance, anything made out of plastic will have an impact on the environment - even the biodegradable stuff. In fact, almost everything uses resources and will have a negative impact on the environment. So it can’t really be eco-friendly - can it?
You drive a hybrid - is that eco-friendly? Not in a million years would you suck on the exhaust pipe - it still uses oil. It is just better than the alternative Hummer.
You’ve changed your light bulbs - does that make you a tree hugger? Hmm, it still uses electricity that will most likely not be from a renewable source.
You eat organic foods - makes you feel green doesn’t it? Hope you planted them yourself because they don’t get to the shop or your house via wind power you know.
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Tags: environment
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Knowledge Leadership Weekly Insights
According to an article in this week’s Ad Age, P&G and Unilever are in a “race to show who’s best at saving the world.” Competitive companies’ quests to continually innovate their cause and corporate responsibility initiatives may bolster their bottom lines and differentiate their brands, but in the end, they are ultimately driving toward similar social and environmental goals. In a way, it is a socially- or environmentally-driven form of cooperative competition or “coopetition,” a concept referenced last weekend at the Harvard Social Enterprise Conference.
The same competitive market force that drives companies to differentiate themselves by developing better products or more efficient services applies in the cause and corporate responsibility space. When businesses compete to offer better goods, the net gain is typically for the consumer, but when they compete by altering their practices, developing more robust cause programs or finding new solutions to pressing issues, we all stand to benefit.
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Knowledge Leadership Weekly Insights
McKinsey recently released a new report about the state of corporate philanthropy, and a notable finding is that nearly 90 percent of companies say creating business benefits (including enhancing corporate reputation or brand, improving employee recruitment and retention and competitive differentiation) is a key goal for their organizations’ philanthropy programs. This might indicate a move toward more strategic corporate giving if it weren’t for a later stat that points to the CEO’s and board members’ personal interests as the leading driver of a company’s philanthropic focus. This is an obvious disconnect.
The vast majority of companies view business benefits as a critical outcome for philanthropic efforts, but the personal interests of senior management trump business factors (e.g., alignment with business needs, option to leverage existing corporate capabilities or assets) when determining direction. Perhaps this is a contributing factor to why only 14 percent of companies believe their philanthropy programs are very or extremely effective at meeting their business goals and only about a fifth of respondents believe they are very or extremely effective in meeting their social goals and stakeholder expectations. When philanthropy is regarded as strategic among CEOs, it will be more aligned with a company’s business needs and more effectively integrated throughout the organization. Only then will the right assets be leveraged to drive toward more attainable and sustainable business and social outcomes.
*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: 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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Tags: corporateresponsibility
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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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Knowledge Leadership Weekly Insights
And the winners are: a small Oklahoma charity that aids orphaned Chinese children, a small animal rescue group in New Jersey and an organization that fights epilepsy. These are the winners of major new charity contests designed to promote online fundraising, such as “America’s Giving Challenge” and the “Causes Giving Challenge.” These contests are just one new media application providing unprecedented opportunities for smaller nonprofits to extend their reach and competitively vie for donor attention. Though they provide greater access than ever before, such activity has stirred a debate about whether this success comes at the expense of the traditional charitable players.
According to a Reuter’s article this week, “Tough times, more charities pinch Salvation Army,” the Salvation Army and perhaps other large organizations are experiencing a decline in the rate of growth of their donations. The increasing cost of living and the threat of a recession certainly play a role, but Sandra Miniutti, a spokeswoman for Charity Navigator, believes that other factors also come into play. She states that the growing number of charities vying for donations and the changes in what are considered “trendy causes” over time (today, the environment) are shifting the priorities of donors. It comes as no surprise to say that nonprofits, even those with a long history of donor loyalty, will have to become increasingly innovative in communications efforts to stay top of mind with potential donors who have a veritable buffet of cause options at a click of the mouse.
What do you think? Do grassroots new media efforts that bolster small, lesser known nonprofits run the risk of doing so at the expense of the traditional, large nonprofits? If you’re interested in joining the discussion, please share your comments below.
Tags: philanthropy
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Top 10 Nonprofit Cause Strategies
With more than 1.5 million registered nonprofit organizations in the United States, nonprofits are increasingly competing with one another for the same donor dollar. To differentiate their brands and gain support from both individual and corporate sponsors, nonprofits are developing programs that stand for something that donors care about, recognize and believe in. In the most successful cases, they even inspire new social movements that rally supporters for causes much bigger than the nonprofit organization itself. Following are the top 10 strategies (and some of the unique demonstrations of their use) that I believe we will see impact nonprofit cause branding in 2008...
1. Leadership Positioning: Historically, nonprofits engaged in a one-way monologue with donors through 'one-offs' such as single events, sponsorships or direct mail. Today, nonprofits must engage in a meaningful dialogue with donors to build trust and long-term loyalty for the organization and cause. For example, the Susan G. Komen Breast Cancer Foundation not only works to find a cure for breast cancer, it also stands for sisterhood and engages women by appealing to their interests through activities such as 'Sing for the Cure,' 'Cook for the Cure,' and even 'Laugh for the Cure.'
2. Uniform Focus: To be truly effective, nonprofits cannot be everything to everyone. In defining mission and economic strategy, they need to identify their 'unique service proposition.' That is, what does your organization offer that no other organization does? And then, how do you make that capability relevant and meaningful to donors? Heifer International Group has taken a complex mission of ending hunger and creating sustainable livelihoods and made it accessible to the average donor. Whether donors choose to buy a cow or a hive of bees, they understand what their gift brings to families in need.
3. Customer Relationship Management: To best service corporate partnerships or manage specific campaigns, nonprofits are creating dedicated account teams. These teams help increase organizational flexibility to meet the specific needs of individual programs and clients. Save the Children has dedicated contacts for each corporate partner to ensure tailored service for sponsors.
4. Passion Marketing: In addition to telling donors what they do, nonprofits must also emotionally engage donors to build relationships for the long-term. A 2005 Yankelovich study entitled the “ Importance of Brands in Consumer Involvement with Nonprofits ” found that 75% of donors give because they have 'a personal belief in the goals of the organization.' By creating local events, personalized communications, or web-based communities, national nonprofits are providing meaningful experiences for supporters that help build loyalty at local levels. American Heart Association's Go Red For Women is a world-class example of this. Local nonprofits are doing the reverse. They are tying their efforts to movements, using national awareness and messaging built by others around their 'issues' to garner support at home.
5. Sponsorship Risk Mitigation: While corporate sponsorships provide valuable income to nonprofits, they must be careful to structure mutually-beneficial and protective relationships. Risks, including implied product endorsement , can lead to hefty legal bills and damaged reputations. To avoid these issues, nonprofits are now clearly articulating all aspects of sponsorship packages and performing due diligence to make sure that no conflicts of interest exist between the nonprofit and sponsoring companies.
6. Social Enterprise Investment: Leading nonprofits are seeking sustainable revenue and awareness generation by engaging in social enterprise or cause commerce. By opening their own retail boutiques, licensing their logos, and offering paid-for support services, nonprofits are capitalizing on their brand reputations and unique mission offerings to raise money for their causes. The Museum of Modern Art sells a plethora of art items where proceeds benefit the museum, and The National Trust for Historic Preservation sells a line of paint at Lowe's inspired by paint found in historic homes.
7. Ethnographic Targeting: Nonprofits are also developing special campaigns focused on target demographics. These campaigns not only build emotional and lifestyle appeal with target audiences, but also create interesting sponsorship opportunities for corporate partners. The American Diabetes Association has created tailored programs for demographics of different ages and ethnicities that deliver materials relevant to those audiences and also attract sponsorship from companies interested in reaching segmented markets.
8. Partner Activation: Once nonprofits identify their focus areas, they should leverage all of their assets to reach program participants. For the Great American Clean-Up, Keep America Beautiful leveraged a number of methods, including in-store promotions, educational promotions, celebrities, and corporate sponsors to recruit over two million volunteers to clean up litter around the country.
9. New Media Integration: Technological connectivity provides new opportunities for connecting with both program participants and donors. The American Red Cross uses SMS/text to raise funds. Similarly, the American Lung Association leverages blogs and chat rooms to create an intimate and connected community.
10. Alliance Formation: Alliances with media organizations, other nonprofits, trade associations, and volunteer groups can greatly increase the resources available to a nonprofit. For example, Share our Strength partnered to write the Great American Bakesale into an episode of the sit-com “Eight Simple Rules” to raise awareness and visibility.
The tactical implementation of any number of these strategies helps nonprofits deliver experiences that intrigue, delight, and fulfill their target audiences while simultaneously delivering meaningful social impact and boosting their marketing abilities to raise money for their organizations. Cause branding for nonprofits is on the rise and is no doubt being shaped in-part by this work.
- Kristian Darigan
Tags: nonprofitcausebranding
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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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Knowledge Leadership Weekly Insights
In a recent post on the Non-Profit Marketing Blog, author Katya Andresen of Network for Good equates the approach many fundraisers take in appealing to donors to a stranger accosting someone at the bus stop with a random plea for friendship. In reaching out to prospects, Katya explains, “We should not solely focus on what we want from them. We should focus on what we can achieve together.” This may seem intuitive, but she calls this a forgotten fundamental in fundraising because, as we are so passionate about our own cause or issue, we too easily forget that our audiences may have vastly different priorities.
Though Katya’s commentary refers specifically to fundraising, the concept of engaging in a robust two-way dialogue with your audience has equal application in the areas of cause branding and corporate responsibility. In a recent post here, vice president of corporate responsibility Henk Campher shared his tips for stakeholder engagement and advises companies to “start by talking, learning about each other and building trust rather than immediately expecting ground-breaking strategic partnerships.” No matter your appeal--to nonprofit or corporate partners, to donors, to stakeholders, activists or NGOs--let us not forget this most fundamental rule of engagement. We all know it, let’s just be sure we are truly practicing it.
*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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AHA's Start!
In 2006, 65 percent of American adults were overweight or obese, with the majority of cases resulting from increasingly sedentary lifestyles. Physical inactivity continued to be cited as a leading risk of heart disease and stroke. But, new research showed that even moderate amounts of activity, in any form, could have an enormous impact on quality and length of life. Acting on this information, the American Heart Association (AHA) prioritized “adult inactivity” as an issue to combat and joined with our team at Cone to design a modern, multifaceted and compelling solution to create awareness, raise funds and engage adults in healthy behaviors. The result was Start! – a movement designed to reach adults by focusing on simple lifestyle changes and providing innovative tools and resources to implement these changes. Start! promotes walking as the gateway activity to living longer, stronger, healthier lives.
This month, as AHA launches the fifth anniversary of the incredible Go Red for Women campaign, please do get engaged and be inspired as they introduce a new reality TV special, roll-out hundreds of Go Red for Women Luncheons across the country and rally women to take the Go Red Heart Check Up . And then, check out Start!
In just one year, Start! Looks to be the next BIG thing for AHA, having already raised upwards of $100M, including the signing of national sponsors Healthy Choice, Subway and AstraZeneca; engaged more than 15,000 companies in the Start! Heart Walk; and helped encouraged more than 50 percent of registrants to be more active, more nutritiously, since joining Start! The momentum behind AHA and Start! is truly unprecedented by any nonprofit cause standard.
Click here: Download start_case_study_final.doc to learn more and stay tuned! This is one to watch and learn from!
- Kristian Darigan
Tags: nonprofitcausebranding
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Self-esteem
Ladies, forget how you feel about others. How do you feel about yourself?
This is just one of the many compelling questions posed by the widely discussed, heralded and - at times - reviled Dove Campaign for Real Beauty . Aimed at “changing the status quo and offering in its place a broader, healthier, more democratic view of beauty,” the initiative has taken a stand on an emergent issue - self esteem - that for some would not have been classified as critical and connected with women in an emotional, visceral way. The genius of this work is its power to simultaneously encapsulate the private insecurities, public frustrations, past embarrassments and future aspirations of the company’s female audience.
In the January issue of Contribute magazine, Carol and I authored a piece that discusses the rise of women's esteem as a cause. Click here to read on and share your comments below to join the discussion.
- Kristian Darigan
Tags: causebranding
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Knowledge Leadership Weekly Insights
Pardon the pun, but we’re seeing red. The critics of the (PRODUCT) RED campaign in “ Bottom Line for (Red) ” in the New York Times this week seem to misunderstand the concept of cause-related marketing. They imply that consumers must choose between supporting a social issue through a donation or with a cause-related purchase.
Charitable activity, in any form, is not a zero-sum game. Those who buy (RED) products are not doing so in lieu of signing a check. They are not buying a red t-shirt or laptop solely to fulfill their civic duty or some moral obligation. They are buying a red t-shirt or laptop, frankly, because they need clothes or a computer, and the fact that a portion of the price goes to support a global cause is a value-add. Let’s be clear: cause marketing is not philanthropy (the repurposing of existing wealth); the intent is to create new wealth for both partners.
Which leads the critics to further cite imbalances between the companies’ advertising expenditures and the amount donated. The good the companies are receiving, in other words, is greater than the good they are giving. While transparency, accountability and balance are critical, this view neglects to acknowledge the benefits of a highly visible campaign, above and beyond the money. The awareness built around this issue as a result of (RED) is immeasurable, and it may even attract those people who otherwise would not give. Cone’s research has shown that more than three-quarters of Americans have a more positive image of a nonprofit organization involved in a partnership with a company and are more likely to support it. In fact, 70 percent are more likely to donate money to that charity as a result.
The (RED) campaign is satisfying consumers’ desire to engage in “conscientious cool” shopping, it provides companies with an opportunity to demonstrate their support of an issue, while--gasp--still marketing their brands, and it has raised funds and awareness for a critical issue. Cause marketing will not “solve” this health epidemic, nor will pure philanthropy cure the world’s ills, but companies and nonprofits must continue to seek innovative models for change to make any progress at all. According to an official at the Global Fund cited in the article, (RED)’s more than $59 million in contributions has “allowed the fund to divert money to programs in 136 other countries and to increase its visibility.” All for the price of a t-shirt? Sounds like a smart investment to us.
*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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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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There are no tigers in Africa - Advertising 101
There are no tigers in Africa. And we don't have lions walking in the streets of our towns in South Africa. And it doesn't always rain in England. And Germans do have a sense of humor. And the baseball World Series really does include the best teams in the world. Okay, maybe the last three pushed it a bit too far, but ad people get it so very wrong when they try to paint a global picture, or, when they try to grab the "mysterious Africa" in their ads. I don't mind them trying to put an African face to it. Hey, I was born in Africa and appreciate it when people use the images of Africa to inspire others, but, really people, just get the basic facts right when you do include Africa or when you try to include an African story in your ad.
One ad that was so bad I blocked the company name from my mind was up in Back Bay Station in Boston for a few months. (I know it was a financial company.) It tried to tell the story that they can turn the tables on conventional thinking and conventional actions - a good pitch. One specific ad had a Kenyan Masai (or Maasai) warrior run across the Serengeti. Being chased by a tiger. The ad is trying to tell us that sometimes the tables are turned, and that they can help you turn the financial tables. BUT the Masai is well known for hunting LIONS for entry into manhood. LIONS people. NOT tigers. THERE ARE NO TIGERS IN AFRICA. Can someone hunt down the ad guy who had this moment of "brilliance" please? And then feed him to the tigers. Wherever they might be - try Asia for a start...
Sometimes it is simple mistakes. This is especially true when the product comes from Africa. Nothing wrong with that, except when you associate the wrong part of Africa with the product. For example, Teavana recently opened a store in the Prudential Center, Boston. (Or, I walked past the store almost every day for the last year and never noticed it.) I really like the shop. Good and healthy teas from everywhere around the world. Problem - they have a rooibos tea from Africa. Well, to be more specific, all rooibos tea comes from a small area about 100 kilometers from Cape Town, right at the bottom of Africa. I know this because I come from that area, and my brother-in-law still farms with the stuff. The logo that Teavana uses is an elephant. You know, elephants are all over Africa. Hmm, not really. No elephants at all in that area. None, nada, zilch, zero. Never had any elephant, never will. But it doesn't stop there. The elephant they use is not an African elephant; it is an Indian elephant. The smaller ears gave it away, you see. Teavana's slogan is "Opening the Doors to Health, Wisdom, & Happiness." I am not happy and therefore not healthy. No wisdom to be found in its messy rooibos logo, either. I think I need a nice glass of authentic English champagne now.
--Henk Campher
Tags: marketing
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Knowledge Leadership Weekly Insights
At Cone, “greenlash” and “karma offsetting” (coined by the Cassandra Report to describe those individuals who purchase carbon offsets as a way to assuage guilt about their environmental impact without actually changing their lifestyles) are just two of the new words we’re using when we discuss trends in the environmental movement. So, admittedly, we were more than a little surprised to hear the Today Show’s Al Roker and Meredith Viera introduce an upcoming segment with the acknowledgement that they had never heard the term “greenwashing,” let alone know what it meant. As members of the media, they are presumably more informed than the average American consumer, so their naiveté in this area is telling. The lesson for those of us who work in this space is that we are so immersed in the news and trends, the terminology, the advances and the setbacks, that it is easy to forget not all Americans live and breathe this stuff (yet). In this lies both the opportunity and the challenge for business and environmental organizations.
The charge is to meet consumers where they are with simple, powerful messages, and, at the same time, drive the playing field forward through education and awareness-building. It’s about finding the difficult balance between simplifying the information and still advancing the agenda, between not overwhelming your audience and not underestimating it, either.
Clearly, it’s not an easy undertaking, but it’s a critical one. While some consumers may still be in the nascent stage when it comes to the environment, they won’t stay there for long. Companies are all vying for their attention, and sites such as the Greenwashing Index , that allow consumers to judge for themselves green claims made by advertisers, are taking hold. Those organizations that deliver credible information while demonstrating an authentic and substantial commitment to the environment will serve as trusted resources to Americans in the coming years as new environmental complexities emerge, as “greenlash” intensifies and as all things “green” become as intertwined with Americans’ lives as “pink” is with breast cancer.
-Sarah Kerkian, Insights Associate
Tags: corporateresponsibility
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Start dating - rules of (stakeholder) engagement
Can you remember the first time the two of you got together. The stolen looks, the uncomfortable moments of silence, the tripping over your sentences, the sweaty palms, the he-likes-me-he-likes-me-not thoughts, the private meetings when no one was looking, the awkward first kiss. Yes, I am talking about stakeholder engagement. Just as with any relationship in the early wooing and courting stages, stakeholder engagement is never easy at the start.
Most companies just don't know how to talk to activists and campaigners. Hey, make no mistake, activists hardly know how to talk to companies either. But they don't need companies to like them as much as companies need activists to like them. Or at least leave them alone and not target them.
Don't feel bad when they target you. It happens to the best of companies. Sometimes it makes sense and sometimes not. I remember seeing an anarchist kicking a Nike sign at the WTO riots in '99 - while wearing his Nike shoes and top...
But there are a few tips you should follow if you decide to engage and start courting. This is not an exhaustive list. Just a few tips to get you through those first uncomfortable early stages of stakeholder dating:
First, do your homework and find out a bit more about the NGO and what it regards as its 'bottom line' - it is unlikely to be financial! I was invited to speak to the global affairs team of a very large pharmaceutical while I was at Oxfam (I headed up the Access to Medicine Campaign for a while). I was shocked to hear that the majority of people at the company thought that Oxfam only worked on health issues. And this happened when Oxfam was in the middle of their Coffee Campaign! Dig around a bit first and find out what the NGO does and what its mandate is. Most are registered with a mission that states their focus and how they work. This will help you understand whether there is any potential for a longer term constructive relationship - or just a one night stand. Like with all first dates, you should try to know who you are dating--except if you like blind dates!
Second, respect the differences between NGOs by not lumping them all together in the same room for a consultation exercise - NGOs are proud and competitive too. You wouldn't want to be grouped together with a whole bunch of companies from different sectors and talk about issues unrelated to your individual business. Likewise, you should respect their differences and treat each one differently. Meet each one separately in an environment that works best to put them at ease. Meet them where they feel most comfortable - maybe at their place. Especially if you want to build the foundation for a long-term relationship. Following the rules of dating - don't bring all your prospective dates together in the same room. They might just start sizing each other up and you will be left with no date at all.
Third, don't make the mistake of thinking that you are the only company that is the target of an NGO’s campaigning efforts, or that the NGO doesn’t have other programs and projects that may have nothing to do with your business. Just as with the large pharmaceutical company I mentioned, most NGOs have numerous focus areas and different programs and projects to try and achieve their overall goals. And most large campaigning NGOs have various campaigns going at the same time. They might have one single broad focus, but it plays out in different campaigns and programs. For instance, Greenpeace is largely an environmental NGO, but they focus on climate change, oceans, forests, genetic engineering and nuclear issues. So your company might only be a small part of their focus and interest. Same with dating--a friendly smile does not mean they want to date. It might just be a friendly smile.
Fourth, start by talking, learning about each other and building trust rather than immediately expecting ground-breaking strategic partnerships. There might be a few obstacles to overcome - perceptions of what 'big business' is all about and a feeling that you want to 'clean' yourself by associating with them. Take it easy and just talk. Let them get to know you. Don't create expectations. Just listen and learn and see where this might take you. Again a good tip for dating as well--don't ask your date to marry you or expect 'the commitment' on the first date - it might just scare him or her off.
Lastly, remember that cash does not necessarily have the same currency for NGOs as it does when buying products or services from other companies. First and foremost NGOs want to affect change. But they don't always see money as the way to achieve change. Yes, some of them have huge budgets and operate like multinationals, but they generally have strict guidelines on receiving money from companies. For instance, Oxfam will not accept money from companies that fall within an industry they target in their campaigning. They might not even accept money for travel - never mind for a program. They would rather see you 'do the right thing' than pay them to do something. Okay, this one is less relevant for dating. Money generally impresses prospective dates!
Okay, one more tip. Don't expect them to agree with you on everything. And don't make this a prerequisite for your potential relationship. I love my wife to bits, but we only agree 80% of the time. That said, we don't let the 20% of the time we disagree define our relationship. Instead, focus the relationship on what you have in common and don't get stuck on the differences. It's part of being human - we are all different. And the same for companies and NGOs - we are all different. And I learned that I am wrong 20% of the time in any case. Just ask my wife.
By Henk Campher
Tags: corporateresponsibility
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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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Cause Future
The First Seven Years...
As 2008 and all of its infinite possibility dawns upon us, the desire to know what lies ahead can be all-consuming. One of the most effective ways I have found to plan for the future is to look back at recent history as market forces, major events and macro trends often reliably shape things to come.
Incredible change has transpired in just seven short years. And, as such, the new millennium is a great starting point to examine and prepare for shifts in business, nonprofit and individual interpretations of cause. Following is a brief overview of what I believe are some of the most influential happenings that continue to reverberate and will likely impact society and the industry tomorrow.
2001 – Think Glocal, Act Glocal: At the beginning of the century, homeland security and the growing imbalance between rich and poor nations topped public priorities. September 11th brought about sentiment change towards issues “at home” as we marched towards war. 9/11 gave "unprecedented universal concern" a new meaning. From this, a true balance of domestic and foreign societal needs re-emerged as a top priority for donors.
2002 – Protect and Serve: A sluggish economy, paired with new restrictions on philanthropic investments to eradicate direct or indirect support of potential terrorist organizations contributed to intense scrutiny of the end-use of charitable contributions. From this, a new crop of policy specialists and regulatory consultants emerged, as well as new demands for accountability from historically “hands off” donors.
2003 – Anytime, Anywhere, Anyone: Spurred by a remarkable shift in general public confidence in online giving and a huge upsurge in electronic charitable appeals, e-giving surged in 2003. Many groups posted double- and triple-digit percentage gains and wide-spread NGO acceptance that the web is a tool for much more than one-way communications.
2004 – Org. or Inc.?: With corporate cause branding more than two decades old, nonprofits respond in-kind creating new, focused mass appeals meant to encourage corporate donors to fund strategic concerns of the organization, versus targeting gifts based on corporate priorities. Race for the Cure, Go Red for Women and Thanks and Giving lead the way.
2005 – Socially-Funded Security: Natural disasters cause record-breaking need. On the heals of the Asian Tsunami, the Pakistani earthquake and Hurricane Katrina is destruction and suffering that exceeds governmental humanitarian capacity. The impact of personal and corporate responsibility transcends and changes viewpoints on the role of governments as the sole and/or ultimate caretaker.
2006 – The Have Nots: After more than a year of the international media broadcasting unfathomable living conditions and stories of survival in the face of disaster, attention migrates to those who have not been affected by a single disaster, but rather a desperate strife that has lasted for decades. Africa aid efforts such as YouthAids and The One Campaign are joined by Product (RED) in their fight to shed light and hope on a continent in crisis.
2007 – PhilanthropreNation: User-generated giving surges. Whether the world’s wealthiest “philanthropreneurs” are alleviating suffering while making a profit or ordinary individuals are signing micro-loans to villagers halfway around the world through Kiva.org, self-directed and co-created giving soar. This “doing it my way” philosophy leads to ground-breaking social solutions in some cases, as well as questionable duplication of efforts in others.
It is amazing what change a few years can bring – technology proliferation, personalization, skepticism, accountability, entrepreneurialism, ROI demands, globalization, and above all, incredible compassion. This window to the recent past is opening up to show a glimmer of some of the incredible things that lie ahead. As you have insights to the past, present or future, please share to help continue to advance the field.
- Kristian Darigan
Tags: causebranding
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Knowledge Leadership Weekly Insights
Bill Gates spoke at Davos this week with a call-to-action for companies to embrace “creative capitalism,” pushing companies to focus on building products and services for the poor. "Such a system would have a twin mission: making profits and also improving lives for those who don't fully benefit from market forces," Gates explained.
At Cone, we refer to this dual-purpose as “Socially Aligned Business Initiatives(sm),” strategies that leverage an organization’s operations and scale to drive long-term social change, while providing the greatest opportunities to grow and reinforce the business.
Gates urges that the key to successful creative capitalism is for businesses to “dedicate their top people to poor issues.” To go above and beyond traditional philanthropy, it is essential that the effort is cross-functional and taps not only corporate giving, but also human resources, marketing, product development and other areas. The leaders in the space—Nike, GE and Home Depot, to name a few—realize the benefits they can derive from their efforts: enhanced reputation and brand equity, stronger relationships with NGOs and influentials, increased sales, market development and product innovation.
Tags: philanthropy
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More on the Crystal Ball for 2008
In the spirit of adding to our list of trends for 2008 , we reached out to fellow bloggers Joe Waters of Selfish Giving and Katya Andresen of Network for Good , who were kind enough to share with us their predictions for the year in the world of cause marketing/branding, nonprofits and corporate-nonprofit partnerships. Please comment with your insights if you wish!
Katya shares her thoughts here , and Joe offers up his views below:
1) What do you see as the most significant cause-related trends facing companies and nonprofits in 2008?
Companies of all sizes are increasingly making cause marketing part of their marketing mix. Nonprofits are looking to cause marketing to diversify their funding and build their brands. In 2008, you’ll see more companies and nonprofits in search of more education and direction on developing effective and transparent cause marketing programs. This will be particularly evident with small- and medium-sized businesses and nonprofits, which are a huge growth area for cause marketing.
2) Which cause-related trends do you think will slow or fade away in 2008?
Cause marketing’s long honeymoon is over. Transparency, ROI, accountability, regulation and relevance will rule the day.
3) What role do you think the slowing economy will play in corporate and consumer giving in 2008?
On the corporate side, you’ll see more companies insisting on a ROI for their cause marketing efforts. If companies are going to make the extra effort to execute cause marketing programs instead of taking the easier, cheaper route of making a donation, they’ll want to measure the impact for everyone involved. On the consumer side, tighter wallets and uneasiness with cause marketing will mean fewer dollars for charities.
4) What social issues/causes do you believe will emerge/grow in 2008?
“Green causes” will continue to be the rage in 2008. More significantly for cause marketers, some businesses will drop their support for traditional health causes (breast cancer, heart, etc.) in favor of more trendy environmental cause marketing campaigns.
5) What do you foresee as the most significant challenges in the cause branding, nonprofit and/or corporate-nonprofit partnership spaces in the coming year?
When buying cause marketing products and services, a lot more consumers will be asking how much of their purchase is going to the charity. Consumers will want more details and, in some instances, are not going to like what they hear. Educating consumers about cause marketing, how it works and managing expectations will be very challenging.
Differentiation is also going to be a challenge. As consumers become more cause marketing-savvy, it’s going to be more difficult for nonprofits and cause marketing campaigns to stand out from the other campaigns. Campaigns will need to make the case for “why make this purchase now.”
-Caryn B. Lazaroff, Senior Insights Associate
Tags: causebranding
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Knowledge Leadership Weekly Insights
We’re seeing lots of action by nonprofits recently as they realize the importance of evolving their campaigns and positioning to keep their programs fresh and relevant. The American Heart Association (AHA) kicked-off its Start! Challenge this month to continue to build on the momentum of the award-winning Start! campaign a year after its initial launch. With a media tour featuring Donny Osmond, an online reality challenge, interactive tools for personal lifestyle change and connection to the new Start! American Heart Walk, the AHA aims to continue inspiring Americans to live healthier, more active lives.
The March of Dimes also announced this week that it is renaming its largest fundraising event, Walk America, to March for Babies in hopes of broadening public awareness about what the organization stands for. Research showed that while people found the March of Dimes to be trustworthy and credible, fewer than half actually knew its mission.
Finally, the United Negro College Fund has announced a rebranding campaign in which it will play down its full name and move toward its initials, UNCF. The shift is intended to address the alienation the organization’s name causes for some today, while at the same time, maintain its long history and brand equity. The organization will also reveal an updated logo, but will retain its long-time slogan, “A Mind is a Terrible Thing to Waste.”
Each example highlights the need for innovation, one of Cone’s best practices for Cause Branding. True cause leaders constantly evolve their programs to add energy, new engagement opportunities and content in order to remain relevant with existing stakeholders, to connect with new audiences and to ensure a sustainable program, without losing sight of their original mission, objectives and identity.
*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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Hillary's Tears
With authenticity being one of the greatest currencies today for brands, organizations, and yes, even politicians, Hillary needed to show she is real. Her tearful moment in that New Hampshire cafe has been scrutinized so relentlessly, that I just had to weigh in.
Yet, my sideline may be somewhat different from others. You see, when I graduated from Brandeis in 1972, the women's movement was at its height. I thought, as a very fresh-faced 21-year-old, that finally we had been liberated. Ah, the naivete of youth.
When I entered the job market soon thereafter, I realized the folly of my so-called wisdom.
Now decades later, and as a woman who has been helping cause movements birth from our culture, women's issues, especially those of equality and self-esteem, are still emergent. So just when we thought the 24/7 scrutiny of "that moment" was over, there comes a book, Thirty Ways of Looking at Hillary , in which female writers focus on "vague feelings about Hillary's karma, her self-presentation or her femininity," says the NY Times .
Now that's dissection from all sides!
I, like so many women of my generation, support Hillary for her smarts, her strength, her energy and her commitment to play with the biggest of the boys. She is a pioneer with a back full of arrows and then some. Sure she has her warts (we all do), but she has deep experience at the leadership game.
The tears? I believe they were real. Perhaps she was coached to let her guard down, perhaps it was her female intuition. Whatever the case, if felt real to me. And wise. And when she battled back from the negative polling predictions, I said, "Go Hill, win this for us!"
This, by the way, is my personal opinion.
-Carol
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Knowledge Leadership Weekly Insights
Amidst the proliferation of green communication in the marketplace and growing skepticism among consumers about the authenticity of such messages, the Federal Trade Commission recently began a series of hearings to review its environmental marketing guidelines, the “Green Guides,” last updated in 1998. On Tuesday, the FTC held its first hearing in the series, focusing on carbon offsets.
A recent survey by the WPP Group found consumer spending on green products will hit an estimated $500 billion this year, so updating and potentially redefining what it means to be green will benefit not only conscious consumers seeking to minimize their environmental impact through their purchases, but could also be valuable to companies. Another survey , this one by TerraChoice, examined more than 1,700 green marketing claims and found all but one of them to be “either demonstrably false or that risk misleading intended audiences.” Companies whose green messages are authenticated by credible business practices will stand out among their competitors in the sea of green ambiguity.
*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: marketing
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When Will Executives Get It?
Why is there still a disconnect between what executives are saying—that their companies need to be good corporate citizens—and what they are actually doing?
According to BCCCC’s 2007 State of Corporate Citizenship Survey , while 62% of executives say that corporate citizenship is part of their business strategy, only 39% say they actually incorporate citizenship into their business planning process, and only 25% have a dedicated team or staff member to work on citizenship issues.
What will it take to move the C-suite from attitude to action?
Shouldn’t the increasing pressure from consumers and other key stakeholders be enough to inspire them to dedicate money, time and people to make “doing good” a business objective in itself? After all, according to Cone’s latest research , the majority of Americans will:
- Switch from one product to another (price and quality being equal) if the other product is associated with a good cause
- Consider a company’s commitment to social issues when deciding which companies they want to see doing business in their communities, where to work and which stocks or mutual funds to invest in
- Punish companies with negative business practices by switching to other company’s products or services, consider selling investments in a company’s stock, refusing to work at a company and speaking out against a company among family and friends
These executives obviously need more; to become part of business strategy, corporate citizenship, cause, philanthropy—whatever you call it—“doing good,” let’s say—must deliver business value. Making any business decision requires a certain value proposition. And predicting value requires data, numbers, results. Executives need MEASUREMENT.
When I was an investment banker working with CEOs and CFOs, we built financial models to substantiate our case for why a potential acquisition or merger made sense. We ran scenarios and used financial analytics to back up our counsel. In business, the bottom line matters.
Now, as a communications and brand strategy associate working with CEOs and CFOs on their cause initiatives, we measure the impact and bottom line outcomes of cause-related initiatives with our new service, the Cone Social/Business Return Indicator(sm). Because the bottom line still matters. Executives need data, numbers, results to build the business case for why investing in a social issue and partnering with nonprofits makes sense. They need MEASUREMENT. They need ROI.
Corporate giving and investments in cause-related initiatives are still on the rise, accelerating beyond the $12.72 billion mark as of this year (Giving USA 2007). Yet, given the results from BCCCC, much of this “doing good” activity is not part of what executives consider when they are actually making their long term decisions. Imagine how much more and how much better corporate investments in cause would be if executives actually had the bottom line data to prioritize “doing good” among all of their other business objectives. Maybe they will actually get it (and give it) then.
~Caryn B. Lazaroff, Senior Insights Associate
Tags: causebranding
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Peering into the Crystal Ball for 2008
Now that we are all relaxed after a long holiday break (except for those who have children like I do), many of us are trying to prioritize our work for the year. Here are a few of my own thoughts regarding what we will see in 2008:
1. Increased Expectations of Companies: As consumers’ purse strings tighten, they will expect more from companies, i.e., to both give back and to provide consumers with opportunities to shop with a conscience.
2. Substance (with Sizzle) Will Prevail: Consumers will pressure companies to support issues beyond short-term, one-off promotions and will spur backlash against companies with insincere initiatives.
3. Demand for Information and Relevance: Consumers will continue to pose questions before deciding if a cause tie-in will impact their purchasing:
- What impact am I having with my purchase?
- Will I see the benefit directly or indirectly?
- How is this cause or campaign relevant to me?
- Is this company “walking the talk?”
4. Alignment: Companies will support issues more closely aligned with their businesses, such as environment, economic empowerment and workforce training. They will utilize their scale, operations and assets for greater impact.
5. Less Distinction Between Cause and Corporate Responsibility: As more companies align their philanthropy with their business needs, consumers will increasingly blur the line between a company’s responsible business practices and its support of causes.
6. B2B Involvement: More business-to-business companies will realize they too have to support causes in a big, bold way as others beyond consumers (employees, investors, suppliers) are demanding more.
7. Demonstrated ROI: Companies will seek (and actually commit time and money) to quantify the business and social returns on their cause-related investments.
8. Increased Regulation: Government will provide guidelines and/or begin to regulate cause-related marketing and environmental messages and claims.
9. Increased Interest in SRI: Socially responsible investing will become even more mainstream.
10. More and Instantaneous Communication: We will see more cause-related advertising, social networking and instant communication about what companies are doing and the impact they and their stakeholders are having.
Well, these thoughts are hardly from a crystal ball, but I always find it helpful to start the year with reflection on what is to come. Happy New Year!
-Alison
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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Knowledge Leadership Weekly Insights
Given the proliferation of cause-related marketing campaigns (also referred to as “embedded giving”) and the resulting media coverage , it is no surprise that Senator Robert Menendez of New Jersey is introducing federal legislation that will require companies to inform consumers how their money is being used, as well as to notify nonprofits that their names are being associated with the campaign. A nonprofit’s implied endorsement of a product raises certain issues around deceptive advertising and marketing practices, and in fact, many states have existing disclosure regulations for such commercial co-venture promotions.
In general, an advertisement complies with these regulations if it includes the following items:
• Name of commercial co-venturer
• Name of charity(s)
• Percentage of money donated to the charity(s)
• Timeframe for the promotion
• Statement of charitable purpose
• Maximum amount of donation (if applicable)
• Toll-free number for more information about the program and the charity
However, in states where these regulations do exist, they are often unenforced. The recent open dialogue surrounding disclosure is critical to the evolution of cause, as it will continue to raise the bar for companies and nonprofits to develop more substantive, long-term programs that deeply impact a social issue. Measurement and transparency are essential to encourage corporations and nonprofits to be more accountable, and uniform parameters will respect consumers’ sensibilities and ultimately increase their trust. However, there is a fine line that must be acknowledged because unreasonable restrictions may dissuade well-meaning programs and impede the resulting benefits.
*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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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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Forging Partnerships
As we approach the close of the year and look to what’s in store for in 2008, a mega trend that will continue to permeate the cause space is the move from transactional relationships to true partnerships. In this, partnership can and will be defined as a mutually beneficial and respectful relationship that meets the business goals and objectives of both partners while protecting and enhancing the overall mission of each brand. As you make resolutions to forge longer, stronger partnerships, here is a tool from my bag of tricks to help you get there:
Partnership Bill of Rights
As a corporate partner, you ask your nonprofit partner to:
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Value you as a partner in achieving your shared mission
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Work together to drive positive social and business impacts
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Build a relationship with you as a key member of your team
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Respect and protect the integrity of your brand
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Recognize your capabilities and capitalize on them
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Remain open to creating new solutions to shared challenges
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Cultivate direct and constructive communication
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Publicly recognize your commitment and societal impact
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Establish realistic expectations and deadlines
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Give you the tools and information you need to be successful
And as a nonprofit partner, you ask your corporate partners to:
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Value you as a partner in achieving your shared mission
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Work together to drive positive social and business impacts
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Strive to build a relationship that exceeds your expectations
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Respect and protect the integrity of your brand
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Engage you in ongoing, meaningful and honest dialogue
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Share responsibility for the success of your relationship
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Provide you with a talented, creative and experienced team
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Do what it takes to meet your key objectives
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Set realistic expectations and deadlines
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Publicly recognize your commitment
Use this as a starting point for your planning conversations in the new year and customize your own. Work to track your progress against the Bill of Rights. And, let me know if you haven’t seen improvement this time next year!
- Kristian Darigan
Tags: causebranding
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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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Knowledge Leadership Weekly Insights
The millions of toys recalled this year due to lead and other hazards continue to have a long tail. While the toys may have been cleared from store shelves, they are still showing up in the donation boxes of charities across the country . These organizations and their volunteers are now tasked with carefully sorting and inspecting holiday donations to ensure the gifts they will provide to the nation’s families in need this year will not bring more harm than holiday cheer. Some organizations have brought in extra volunteers to assist in the process while others, such as 150 Salvation Army locations in the south, have stopped accepting toy donations altogether. It’s a telling example of the damage that can result from an industry’s failure to effectively manage and monitor its supply chain, one that affects not only consumers, but a number of other indirect stakeholders, as well. The consequences may be unintentional, but they are no less dangerous and far reaching.
*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: corporateresponsibility
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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
Tags: corporateresponsibility
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Brands with Strong Cause Related Initiatives...What Does This Mean for Their Parent Company?
I am a huge fan of Dove's Campaign for Real Beauty. I find it refreshing that the campaign is meant to challenge stereotypes, "to celebrate the diverse, the healthy, the real, the truly beautiful." The Dove Self Esteem Fund backs up the advertising campaign and demonstrates the brand’s sincere commitment to building self-esteem in young girls. The Fund raises money and awareness through forums, workshops and global research. They have even sponsored a program at Harvard University. I have been buying more Dove products over the last year, and I can’t help but wonder what influence its campaign has had on my decisions.
All that said, Dove has received significant backlash recently because its parent company, Unilever, also owns Axe, the top selling male body spray whose advertising depicts women as primarily sexual objects. These are two different brands, with their own identities and marketing plans. Neither brand is accountable to the other. However, Unilever is ultimately accountable for both.
As more and more brands are creating powerful cause-related campaigns that strike an emotional and relevant cord with their consumers, their parent companies – often those without a strong brand themselves – are trying to figure out what it means for them. To some extent, the parent company receives a halo and accolades, even if it is not the catalyst or an active participant in the campaign. In other cases, like with Unilever, it creates a new pressure, forcing the parent company to more clearly articulate what it “stands for” in the community and in regards to its responsible business practices.
Cone has worked with several multi-national manufacturing companies with diverse brand portfolios, and has a few best practices for parent companies to consider:
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Clearly articulate your values to your brands and key external stakeholders. For internal audiences, provide guidelines and tangible examples of how to live those values in action regarding responsible business practices, marketing and communication, support of issues and other key areas
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Assess your brands’ current cause-related activities to identify “common threads.” What issues are supported? Who are the more common target beneficiaries?
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Create an umbrella cause platform for your parent company based on what you (and your brands) want to “stand for.” This umbrella will be somewhat broad – it may include several causes or it may focus on benefiting a certain group, such as children worldwide. This platform should be broad enough so that you can package most of your brands’ key programs underneath it. However, the platform should not be so broad that it is all things to all people, and hence, your brands will not understand what it means to them.
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Conduct a risk assessment to see if there are any brands whose products or practices are in conflict with the cause platform (ala Axe). Address, rectify and/or create crisis prevention plans prior to launching the new platform.
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Educate all the brands in your portfolio about your cause platform and how they may want to support it in their own ways. Provide examples about how other brands are executing with success. Consider providing some sort of incentive, such as additional grant dollars, if they create programs consistent with the new platform.
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Recognize that you want to encourage your brands to be true to themselves and that not all will fit within your cause platform. Create key messages for your corporate office, brands and partners to use so that expectations are clear regarding your commitment and that of your brands.
Best in class is P&G’s “Live Learn and Thrive.” Please visit the Web site to learn more!
-Alison
Tags: causebranding
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Knowledge Leadership Weekly Insights
According to this year’s Cone Holiday Trend Tracker , most Americans (71 percent) are motivated to purchase cause-related gifts this season because they want to introduce a cause they care about to others. A number of organizations are providing opportunities for consumers to fulfill this need by offering gifts that allow recipients to make a donation to the organization or cause most relevant to them. A few of the programs we’ve learned about this week include:
• Network for Good’s “ Good Cards ”
• Global Giving’s biodegradable, charitable gift cards
• ChangingthePresent.org , where consumers can purchase donation gifts for their friends and family from $2 to $5,000
Some companies, too, are offering gifts with a charitable or environmentally sensitive edge, including:
• MasterCard-branded “ GiveCard ”
• Barneys “ Give Good Green ”
• Hallmark’s part in the (PRODUCT) RED campaign
However, the Holiday Trend Tracker also found that while nearly half (49 percent) of survey respondents proactively seek opportunities to purchase gifts associated with a cause, a full 71 percent say they are not aware of what companies are doing to support causes around the holidays. As holiday shoppers seek opportunities to make a difference with their purchases, companies must make a concerted effort to tell consumers not only what they as a company are doing to support a cause, but also how their consumers can get involved and the specific impact they stand to make.
*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: research
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Where in the World is Cone? Our New Podcast Series
As pioneers of the cause space for more than 25 years, we are invited to so many interesting conferences, client events, celebrations and conversations, we wanted to share some of them with you. So we are introducing: Conversations -- podcasts short and long, with individuals helping to shape ideas, campaigns, organizations and trends in this important area.
The first podcast episodes take place at the national Net Impact Conference, held recently in Nashville, Tenn. at Vanderbilt University. Over 1,800 socially conscious MBAs, early stage professionals and 200+ speakers gathered for 2+ days to learn, debate and share information and stories about their respective and collective journeys. Hear from students, speakers, socially active businesses and Net Impact leadership. Please listen with a gentle ear, as this is my first sojourn as a podcast journalist. I so enjoyed the process and promise to get better as I interview more people, live and via the phone.
If you have an idea of someone for me to interview, let me know.
Enjoy, and if you like them, share our link with a friend.
-Carol
Tags: causebranding
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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
Tags: philanthropy
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Quandry
First, congratulations to Edelman for their new practice GoodPurpose addressing socially responsible brands. As a tremendous innovator in the communications industry, it is a welcomed newcomer to the every growing industry committed to corporate citizenship.
And Edelman is no stranger to controversy. They currently handle pr for Dove Real Beauty and Axe deodorant, both brands of Uniliver.
Dove's campaign helps to inspire young girls to build their self esteem, while Axe's new campaign treats women as sexual objects...and men if you wear Axe, you'll get you know what.
Okay, so each is a separate brand in the Unilever constellation and consumers should know that and compartmentalize the messages.....not sure how, but they should. Besides, Unilever says the Axe campaign is tongue in cheek.
Whatever.
But you are Edelman and you have just launched in a highly professional way, GoodPurpose. Yet you represent these two highly conflicting brands and their suppposedly true messages.
Yikes. Richard what are you to do?
Will GoodPurpose have a policy which brands to support and which to pass on?
I know we do. No tobacco, or black hat industries.....and yes we do debate some potential clients vigorously, prior to taking them on.
Decisions. Decisions. What we do know is that you are known by the company you keep.
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Corporate Cause Frameworks
It will come as no surprise to corporate executives that “cause” has gone mainstream. We have seen evidence of this recently in our 2007 Cone Cause Evolution Survey , where a shocking 30 percent drop in “word of mouth communications about a product or company after hearing about a company's commitment to social issues” was reported.
One reason for this is the increasing number of cause campaigns that are not properly aligned and executed with corporate strategy. It is my opinion that in the same way we require authenticity, focus, credibility, interactivity and other business drivers from brand and product performance, we should also hold our cause investments accountable. When we do this, we can deliver programs that last and break through.
Two impactful frameworks for integrating cause and business that I have had success in developing and have observed move the needle with stakeholders (employees, consumers, the public at large, etc.) include:
Cause as an extension of the brand:
- Involves developing a signature cause program and outreach infrastructure
- Includes diverse engagement components such as volunteerism, grants and content communications
- Has a distinct marketing communications budget
- Uses public relations to support the issuance of grants and related activities
- Can achieve business results including corporate reputation, employee pride, stakeholder relations and permission to operate, while driving meaningful social impact
Great examples of this include: ConAgra Foods' Feeding Children Better and Crest Healthy Smiles .
Cause as part of the brand DNA:
- Incorporated into differentiation strategy emphasizing customer experience, building community and heart, connects with stakeholders on emotional levels
- Becomes a tangible demonstration of the brand promise, driving consumer experience and engagement
- Used as reference point to communicate human, emotional and inspirational brand messages
- Incorporated into overall marketing communications budget
- Can achieve business results including aforementioned, plus increased sales, customer loyalty, consumer switching/sales person overrule and consumer acquisition
Great and diverse examples here include efforts by: Whirlpool , Aldo and Ben & Jerry's .
Both frameworks have terrific merit and adopting either is sure to be an evolutionary process. No matter which is right for the business based on your goals, resources and institutional will, each forces an understanding of purpose, an integrated approach, diverse engagement options and the assignment of results – ultimately insurance that a program will be in line with the business, brand, and stakeholder expectations. And, when a corporate cause does that, it gets noticed.
- Kristian Darigan
Tags: causebranding
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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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Knowledge Leadership Weekly Insights
Environmental news continues to dominate the media and marketplace—just this week, the Wall Street Journal issued its “ Consumer’s Guide to Going Green ,” the nation’s largest institutional investors sent a letter to Congress urging passage of a national energy bill, Wal-Mart issued its first environmental report and major retailer Kohl’s announced it will pursue LEED (Leadership in Energy and Environmental Design) certification for every store opening in 2008. And that’s just the tip of the iceberg.
As “green” has gone mainstream, Americans are increasingly looking to make a difference by incorporating environmental practices into their lives. And, according to the 2007 Cone Holiday Environmental Study released yesterday, it seems there is no better time to capture this group of motivated consumers, 48 percent of whom will try to buy fewer gifts or holiday products this season because they are concerned about the effect their consumption may have on the environment. Of those Americans we surveyed:
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Almost six in 10 (59%) are more likely to buy green products this year than in the past
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More than half (54%) are willing to pay more for a holiday gift or product if it is environmentally responsible
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A similar number (55%) proactively seek opportunities to buy green gifts and products around the holidays, with 42% purchasing gift wrap made from recycled paper and 32% decorating with energy efficient holiday lighting
Consumers are looking for easy ways to become environmentally responsible, particularly around the holidays. During the remaining weeks of the season, companies should take the opportunity to clearly communicate to these motivated consumers what green gifts and other products they may purchase to lighten the environmental footprint of their celebrations.
*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: corporateresponsibility
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The Business Case
Take my word for it...
I cannot tell you how many times I am asked for statistics to support the business case for cause and corporate responsibility, outside of our own. The good news is there are many other organizations that also have done terrific work to advance the field. Here is a quick sampling of some global statistics (and related studies) out there:
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82% of citizens worldwide agree that companies should do more than give money to solve social problems. (Corporate Social Responsibility Monitor, 2003)
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In forming impressions of companies, people around the world focus on corporate citizenship ahead of either brand reputation or financial factors. (Environics International, Millennium Poll, 2000)
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76% of consumers would switch brands to one that practices social responsibility. (Edelman, Corporate Social Responsibility Study, 2001)
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42% of North American consumers reported to have punished socially irresponsible companies by not buying their products, compared to 25% in Europe, 23% in Latin America, 18% in Africa, 10% in Eurasia, and 8% in Asia. (Environics International, Global Public Opinion on the Changing Role of Companies, 2001)
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A strong majority of opinion elites say they have purchased a company’s products and services (72%), and have recommended the company to others (61%), in response to positive news about a company’s social responsibility. (APCO Worldwide, Global CSR Study, 2004)
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60% of opinion elites have boycotted a company’s products or services in response to negative news about a company’s social responsibility. (APCO Worldwide, Global CSR Study, 2004)
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14% say they have purchased shares of a company’s stock in response to positive CSR information, and a similar proportion (12%) have sold shares in response to negative news. (APCO Worldwide, Global CSR Study, 2004)
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Three-in-10 shareholders strongly agree that they would sell their shares in a company if it behaved socially irresponsibly, even if the share earnings were significant. (Corporate Social Responsibility Monitor, 2002)
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88% of international executives agree that social responsibility initiatives contribute a significant amount to their company's overall reputation. (Hill & Knowlton, Corporate Reputation Watch: Global Survey of Business Leaders’ Views on Corporate Reputation Management, 2002)
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More than 70% of CEOs surveyed believe that mainstream investors will have an increased interest in corporate citizenship issues. (Why Global Corporate Citizenship Matters For Shareholders: A Survey of Leading CEOs, 2004, World Economic Forum)
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Executive perceptions of public expectations include (The Center for Corporate Citizenship, The State of Corporate Citizenship, 2003-2004):
- 75% of businesses believe the public expects them to exceed the law to make sure products are safe and reliable
- 58% of businesses believe the public expects them to exceed the law to protect the environment
- 53% of businesses believe the public expects them to contribute time and money to address community needs
- 53% of businesses believe the public expects them to be involved in solving problems in society -
56% of respondents worldwide found a company’s social responsibility to be important in forming their opinion of that company, while only 34% found business basics to be important. (The Conference Board of Canada, Revered or Reviled: How Corporate Social Responsibility Can Affect Your Reputation, Choquette and Turnbull, 2000)
And this, of course, is just the tip of the iceberg. Please post your compelling facts as you have them here to help advance the dialogue and make a greater impact.
-Kristian Darigan
Tags: research
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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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Better Giving Through Chemistry
Hat Tip to the gang from the Marketing & Strategic Innovation Blog for this one.
There is more proof that the hormone Oxytocin is an important factor in social behavior - and more specifically, giving.
According to Paul Zak, a professor of economics and director of the Center for Neuroeconomics Studies at Claremont Graduate University in Californiahas, studies now show that subjects who inhaled oxytocin gave away 80% more money than subjects who inhaled a placebo.
Researchers found that when participants were given oxytocin through a nasal spray, participants playing the ultimatum game were 80 percent more generous in their offers to split the money.
“People left the lab with less money,” said Zak. “But they weren’t necessarily unhappy.
Here is the full post .
Zak’s work is another big leap forward in the effort to help us better understand the motivation behind charitable giving. And there are certainly implications for both for-profit and non-profit leaders seeking better ways to interact with their buyers or donors.
-- Brian Reich, Director of New Media
Tags: philanthropy
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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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Knowledge Leadership Weekly Insights
This week Wall Street Journal MarketWatch commentator Herb Greenberg delivered interesting commentary on how corporate philanthropy often reflects that a company has strong cash flow and overall positive financial performance. He likens philanthropy to paying dividends: it sends a positive message to investors not only that the company has cash on hand, but that the company is a good corporate citizen.
We are delighted to see this because, as we have found in our research , companies that are good corporate citizens do win the favor of investors. In 2007, we found that 66 percent of Americans consider a company’s commitment to social issues when deciding which stocks or mutual funds to invest in, a longitudinal increase of 65 percent from 2001. There seems to be a cyclical effect here: as companies perform well, they have the ability to increase their charitable giving, which in turn creates an increasingly positive vibe among investors who will then increase their support for the company in the financial marketplace. So, to stay ahead, companies should sharpen their focus on investors, making sure they make a significant effort in analyst presentations, annual reports and news releases to communicate their commitment to social issues.
*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: philanthropy
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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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2007 PRSA International Conference
Kristian and I just returned from the annual PRSA (Public Relations Society of America) annual conference in Philadelphia . The 60th anniversary meeting was themed "Innovation. Collaboration. Influence." It was packed with more than 3,500 professionals and aspiring professionals from around the world. Both of us were speakers, in two of more than 100 sessions.
As I hadn't been to a PRSA conference in many years, I was struck with some key changes. First--and what a breath of fresh air--there were more students than ever: 1,000+. Some came on scholarship, many more paid their own way. They were there to learn, to network and to simply have fun. I chatted with a few who were so dedicated to the profession, loved communications and felt strongly about making the world a better place.
One young woman I met from Cal State Fullerton talked about participating in a recent Leukemia and Lymphoma walk, where she fundraised $3,000 to participate! She was so proud--I could tell it meant so much to help her friends and community. This young woman's efforts have been replicated by hundreds of thousands, even millions of millennials who through our research we have found to be the most socially conscious generation since WWII.
Kristian and my speeches were "sold out." The corporate and NGO representatives in attendance were thirsting for best practices in strategic philanthropy and cause branding, as well as key ideas they could take back to their organizations and implement the very next day. These professionals mirrored the spirit of the young woman from Cal State. They wanted their organizations to do more to give back in an authentic and sustainable way, so they could clearly "stand for something" relevant and compelling.
What is so rewarding today is that more and more organizations recognize that cause branding is strategic and so powerful to support a variety of business objectives.
One of the conference's keynote speakers, Donna Brazile , Al Gore's former campaign manager and now a political strategist and commentator for multiple outlets including CNN, gave a compelling speech to inspire the thousands of communicators in attendance. "Keep it real when you are communicating," she said. "They can tell."
Authentic and sustainable cause programs, when executed well, do precisely that.
-Carol
Tags: causebranding
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PRSA part 2
She was so proud of her efforts. I could tell it meant so much to help her friends and community.
This young woman's efforts have been replicated by hundreds of thousands, even millions of millennials who through our research we have found to be the most socially conscious generation since WWII.
Kristian and my speeches were "sold" out. We had a mix of corporate and ngo representatives who were thirsting for best practices in strategic philanthropy and cause branding, as well as key ideas they could take back to their organizations and implement the very next day. These professionals mirrored the young woman from Cal State. They wanted their organizations to do more to give back in an authentic and sustained way, so the could clearly "stand for something" relevant and compelling.
What is so rewarding today is that more and more organizations recognize that cause branding is strategic and so powerful to support a variety of business objectives.
One of the conference's keynote speakers, Donna Brazile, Al Gore's former Chief of Staff and now a commentator for multiple outlets, including CNN, gave a compelling speech to inspire the thousands of communicators in attendance. "Keep it real when you are communicating," she said. "They can tell."
Authentic and sustainable cause programs when executed well, do precisely that.
Tags: causebranding
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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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Cause Awards
Awards are a wonderful way to share best practices and innovations with other professionals and advance the field. They also can be extremely helpful in garnering speaking invitations, securing industry press and, correspondingly, future financial support for your efforts. One way to make sure the great work and advances you have made are continuously shared is to include award writing as a regular tactic into your communications plans under the heading of overall leadership positioning. Below is a running list of organizations that do a great job of both recognizing excellent work and sharing key learnings. Please feel free to add to the list, so we can continue to learn from one another.
Association for Fundraising Professionals' Awards
Cause Marketing Golden Halo Awards
Committee to Encourage Corporate Philanthropy Excellence in Corporate Philanthropy Awards
Fast Company Social Capitalist Awards
National Health Information Awards
Peter F. Drucker Award for Nonprofit Innovation
Points of Light Awards for Excellence in Workplace Volunteerism
The American Business Awards - American Business ("Stevie") Awards
The Conference Board, Inc. - The Ron Brown Award for Corporate Leadership
The Holmes Report, SABRE Awards
US Chamber of Commerce - Corporate Citizenship Award
-Kristian Darigan
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Nonprofit Cause Branding Trends
As a nonprofit, being part of a cause or standing for one will help your organization thrive. Causes are not simply social issues, nor are they nonprofits themselves, their events or communications. Causes are the harnessing of all of these things in a focused, strategic and emotional way that truly connects with people. With the planet now boasting more than 1.5 million charitable organizations, nonprofits are increasingly competing with one another for the same donor dollar.
To differentiate and gain support, nonprofits are tapping into movements and developing cause campaigns that support the issues that people care most about. And, they are focusing on maintaining long-term supporter relationships at the same time they are inviting new supporters to their causes.
Effective nonprofit cause branding connects an organization to the right issue for its target audience and then cultivates support by aligning its communication resources, development activities and mission-based services. It ensures that the organization listens, reacts and “walks the talk."
We at Cone are fortunate to have the opportunity to monitor the changing nonprofit cause branding landscape. Below, I have listed a few of the most significant trends our studies and client work have revealed:
Dialogues - Best-in-class nonprofit communication today involves much more than creating awareness with the public. It engages audiences in two-way conversations, actively soliciting their feedback and continuously evolving to remain relevant. It is also transparent and supporter-centric: letting partners, donors and volunteers know on a regular basis the value they personally receive from their giving and the good their dollars accomplish.
Save the Children does this well. The organization reports back regularly, reminding supporters of shared objectives and mutual achievements. And, it provides anyone the opportunity to engage deeply with the organization through Volunteer Councils and similar activities.
Passion - Inspiring hope for a better future, serving up a Goliath to fight against and sharing personal stories capture both the hearts and minds of donors. As the chasm has grown between large and small organizations in the last decade, two distinct means to deliver passion have emerged. First, smaller nonprofits are tying to movements and successful awareness efforts funded by larger organizations by creating complementary local cause campaigns. Connecting to the bigger picture, while delivering meaningful change at the local level, builds significance and relevance. Second, large nonprofits are assembling or activating grassroots efforts to help donors see the difference that the organization is making locally.
Groups like One and (RED) started with “airpower” and are now deploying “ground troops” to help create meaningful local relationships. And, local “Pink” organizations are tying to the success of the breast cancer movement to help fuel their supporter base.
Reciprocity - Today, giving has to go both ways. No matter how organizations have attracted donors and volunteers, they are going above and beyond to ensure that supporters are receiving something meaningful in return. Whether it is access to support services, timely insider special reports, access to other like-minded supporters through interest groups or VIP invitations to events, donors are being courted in ways that help continue and distinguish their relationships with the nonprofit.
The American Cancer Society’s Warm Line provides support services to cancer victims, survivors and their families, and is a terrific example of an organization providing a meaningful benefit to those who support their mission.
The point of cause branding and these related trends is to engage supporters in a pleasant chain of experiences that continually reminds them of the nonprofit and the social issue. Through this, loyalty is fostered and their inclination to act, recommend, remember and give is improved.
Last week, I had the pleasure of presenting our work with the American Heart Association on Go Red For Women with a class of students at Harvard Business School for the second time. We were there in support of a case study ( Download Go_Red_Case_Study_Final.doc ) that we developed with Professor Kash Rangan and Marie Bell. It was incredible to be there - a year after we had delivered the case in a classroom setting for the first time, two years after we had started writing the case, and three years after I had first talked about the work at a panel hosted by Kash at Harvard’s Social Enterprise Conference. In building Go Red for Women, we applied all of the lessons above and through the years have been amazed to see the phenomenal success that the organization, campaign and movement have achieved. What’s more, we went from presenting to a room three years ago that was interested to learn about the Go Red success to one that now shares their personal experiences with Go Red, heart disease and the American Heart Association this year – this is a testament to the power of focus and personalizing a cause brand.
-Kristian Darigan
Tags: nonprofitcausebranding
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Is MyCommitment.org the future of philanthropy and social action online?
The people who write for this blog want to change the world. If we can help increase awareness or inspire action by sharing our words and ideas, or the best examples of what other people are doing, then we have done our little part to contribute to the greater good.
Bill Clinton wants to change the world as well. But, his words and ideas do more than just contribute to the greater good – they literally reshape the way we are thinking about solving the problems that face the world. And now he’s inviting people from all across the globe to join him, with the launch of an innovative new online project: MyCommitment.org .
For the third year in a row, President Clinton organized the Clinton Global Initiative , a festival of philanthropic and socially responsible investing that brings the world's most wealthy and powerful individuals together to make bold commitments that could truly change the world.
The focus is on four major issues: climate change, poverty, health and education. Participants, who are invited, include heads of state, CEOs, billionaires and celebrities, along with nongovernmental organizations and underfunded activists who are looking for support. Everyone is expected to make substantial commitments to one of the four areas of focus during the conference and those who do not follow through are not invited back.
This year, in addition to the wealthy and powerful, President Clinton invited millions of average citizens to participate in the giving. He did so by launching MyCommitment.org -- a place for individuals around the world to make their own concrete commitments, get feedback, and encourage others. The site was inspired by President Clinton's travels around the world, seeing the contributions that leaders of large businesses/organizations and individuals alike were making in their own ways. ( This concept was also the focus of his recent book, GIVING as well ).
The site was developed by the Clinton Foundation with EchoDitto , an innovative group of online strategists (who also happens to be friends of mine as well, and have worked on a number of projects with us at Cone). In the first week, hundreds of individuals made significant commitments of time, skills, money, or other resources — 210,000 volunteer hours and $152,000 in pledged commitments as of last check.
I spoke with Michael Silberman from EchoDitto about MyCommitment.org and the Clinton Foundation’s use of new media to engage people around the world. Here are some highlights:
Q: What's unique about MyCommitment.org?
A: What's unique is the fact that anyone can now participate in what was previously an activity reserved for the powerful or wealthy. Through MyCommitment.org, anyone can not only make their own specific commitment to help better the world, but they can also get feedback, inspiration, and support from others.
This also represents an incredible leap of faith in the public that other high-profile social change organizations and global institutions would be unwilling to take. But from our perspective, President Clinton and the Clinton Foundation clearly saw that they could multiply the impact of their work around the world by inviting individuals everywhere to join in with their own contributions of time, skills, money, or things.
Q: What are the three most exciting/interesting pledges people have made so far?
A: There are so many motivated people out there, being generous with their time and money. Picking just three is difficult. Here are four that demonstrate the diversity of the responses:
Casey Van Gorkom, Canada
I am a 16 year old high school student. Each month, I donate 40 dollars to World Vision. The money goes to a boy in Rwanda named Vedaste Muzika for his health care and education. It's what I can do right now, and I have always been told that if everyone does a little bit, we can accomplish anything.Kacie Mixon, New Jersey
As President of my local PTA, my first action was to replace the gift wrapping fundraiser with globalgoodspartners.com, a fund raising effort for schools or groups where you can buy fair trade, hand made global goods, get funds for your groups while supporting world wide global health and women's rights! My community loves it and I am putting my beliefs into action.Joan Bell, District Of Columbia
Pick up trash when walking the dog around the neighborhood!K Bate, Illinois
These are programs in the US and CN where you take classes to learn about soil, plants, plant diseases, trees, and composting in exchange for your volunteer hours in community projects over the next year. I was involved in projects at historical sites, a prison, the farmers market, community gardens and many others where we seek to educate, protect, and beautify. In one project we composted huge amounts of 'waste' that would otherwise have gone in the landfill. Then we put the compost on the community garden which fed the local poor. Citizen Foresters plant trees, educate home owners and help with city-wide studies to show tree loss and the effects, and to bring together various groups (developers, landscapers, garden clubs, many others) to save urban trees.Q: There are so many tools geared towards nonprofit organizations online - Facebook apps, Impact.Myspace , and now the new YouTube nonprofits program, as well as social change sites like Zaadz , Rethos , CoolPeopleCare and DoSomething (among others). Is MyCommitment designed to stand out or add to what these spaces all offer?
A: One of the key features of mycommitment.org is it's searchable database of charities and volunteer opportunities, which is accomplished by leveraging the social web to feed in several different systems. In that sense, MyCommitment.org seeks to support and augment the work of existing nonprofits and charities.
We're also taking advantage of YouTube's new nonprofit program, as you noted.... and as the site grows and develops, I imagine, we will be seeking other ways to creatively participate in and harness the social web
MC is unique from existing offerings, however, in a few key ways:
1. Commitments are all specific and trackable so that they can be followed-up and recorded and we can together actually see the difference that we're making in the world
2. The Clinton Foundation has years of experience working on the global issues toward which individuals are making commitments. So by making a commitment of time or money or skills or otherwise as part of this Clinton Global Initiative-sponsored program, you're doing it under a very powerful umbrella of expertise and joining a network of very intentional givers
If it is not clear from MyCommitment.org, let me tell you. The Clinton Foundation has done more than dip it’s toe into the exciting world of social media, and has clearly demonstrated a commitment to engaging the audience that few, if any, foundations are willing to match at this point. All organizations, regardless of their mission, can learn a lot from this effort. Stay tuned.
And in the meantime, make your own commitment today – www.MyCommitment.org .
-- Brian Reich, Director of New Media
Tags: causebranding
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Knowledge Leadership Weekly Insights
In this week's Advertising Age , editor Jonah Bloom explains that the traditional marketing model focusing on price, promotion, placement and product benefits is no longer resonating with consumers. We are delighted that he highlighted Cone's latest research, the 2007 Cone Cause Evolution Survey, as this insight is precisely the shift in the value equation we discuss in the report on our findings we are releasing next week. Good business used to be primarily about providing fair value, good service and quality, but today this is no longer sufficient for competitive differentiation. Companies must now develop deep and meaningful emotional connections to their stakeholders to stand out among a bevy of brands vying for consumer attention.
As Bloom describes, consumers now understand their purchasing decisions wield enormous power. They are looking beyond product features and benefits--and in many cases beyond the brands themselves (as the recent criticism of the Axe ad in light of the Dove Real Beauty Campaign exemplifies)--to scrutinize a company's reputation. Today, whether companies can sufficiently address the question "What do you stand for?" will determine whether they will be embraced or chastised by savvy, empowered consumers. Effective marketers should be prepared to communicate the answer.
*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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Harness the Power of Millennials to Help Change the World
As I shop the grocery aisle with my six-year-old son, I am constantly reminded about the power that the next generation will have on the world. I am not exaggerating when I tell you he looks for General Mills Box Tops for Education Labels when he clamors to fill up my grocery cart. He even has the core message down, “Mom, for every label that you redeem, I will get money for my school for needed stuff.” What started as a loyalty program targeting mothers in 1996 has turned into a grassroots movement with children in the driver’s seat.
A few weeks ago, MTV announced it will launch a new Internet social network to encourage youth activism. It is being backed with funding from the Case Foundation and the Bill & Melinda Gates Foundation. The site, Think.MTV.com, is actionable and relevant to young people. It aims to inform as well as let users connect with other like-minded people on issues from the environment to sexual health to discrimination. MTV is putting a lot of muscle behind this as thinkMTV co-sponsored the musical event at the Apollo Theater to cap off the Clinton Global Initiative Summit. Former President Clinton, Bono, Wyclef, Shakira, Chris Rock and Alicia Keys were all in attendance to reinforce the importance of individual action.
This effort reflects a trend that Cone has identified and tracked since conducting our 2006 Cone Millennial Cause Study . Our research found that Millennials care, want to get actively engaged and want to see the impacts of their efforts.
Our research found that 80 percent of those surveyed have volunteered their time over the last year to support a social or environmental cause, participated in a fundraising event or written a letter to a company and/or the government in support of a cause. However, Millennials question whether their efforts are making a lasting impact. As a generation that expects immediate gratification and feedback, Millennials need to learn about and/or see an immediate benefit from their actions.
Several pioneering companies, such as ALDO, have harnessed the passion of young people not only to help solve social issues, but also to create the strongest brand ambassadors. Our research also found that after learning a company is socially and/or environmentally responsible: 83% of Millennials are likely to trust the company more, 79% are likely to purchase that company’s products and 74% are more likely to pay attention to that company’s message because it has a deep commitment to a cause.
A significant way for companies to gain Millennials’ trust is by actually “walking the talk” through substantial cause alignment. Companies are still in the early adopter stage when it comes to effectively embedding causes into their brands and engaging young people in a larger social purpose. We encourage all companies to think about how to harness the passions of Millennials by creating authentic, impactful and well- communicated initiatives.
For examples of other powerful and recent initiatives, please check out some of the following links:
Unilever’s contest, “Go Green & Small with ‘All,’ ” a promotion targeting and rewarding students and schools with demonstrated environmentally friendly actions.
-Alison
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How a 'cause' can help your marketing bottom line
Last week, iMedia , a trade publisher and event producer serving interactive media and marketing industries, ran a cover story that I wrote about how cause marketing/branding can help corporations in their efforts to engage audiences online. Here is the beginning of the story:
How a "cause" can help your marketing bottom line
Cause marketing allows a company to align its core values with a consumer passion and positively impact a societal need.
If you're in charge of marketing for a company, then you spend most of your time looking for some tiny advantage, something to generate buzz and differentiate your offering from the crowd of other marketers.
The audience, meanwhile, cares little about who is doing the marketing or even what technologies you use. They're looking online for the most relevant story or entertaining clip, the website that can answer a question they have or the product that meets a specific need.
While your objective is to build a relationship with your audience, have them remember your brand and talk about you with their friends, they want to find the best information, experiences and stuff quickly so they can move on to something else.
But how will you stand out? What will drive the transaction that you want?
More and more, your bag of marketing tricks includes sophisticated social media elements, such as blogs, podcasts, video and social networks. But a company can stand apart in a relatively low-tech way as well by aligning with a cause.
You can read the rest of the article here . Let me know what you think.
- Brian Reich
Tags: marketing
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Knowledge Leadership Weekly Insights
When executives make decisions about how to spend corporate dollars, they ask, "How much money will the company make as a result of this investment?" Each year, companies spend millions of dollars supporting social causes. So, when executives are choosing nonprofit partners, they should ask, "What impact will the charity have on the issue?" We really need to dig deep when we evaluate nonprofits, as a recent Financial Times article further emphasizes. Today, philanthropy is about more than giving money away—it is about making a “social investment." Companies need to understand whether the nonprofits they are supporting are truly making a difference.
As this year's Clinton Global Initiative (CGI) wrapped up last week, the difference in how Clinton defined success was clear. In 2006, it was about the billions of dollars raised; 2007 was about the people affected: nearly 250 commitments by participants will impact more than 100 million people around the world. CGI is certainly a force for change, but what will the social ROI of all of this be? It is amazing that 100 million people may have access to clean energy, emergency and primary health care and microfinance. But, what will be even more compelling to understand is the true change in the lives of these people by measuring the outcomes of this investment, not just the outputs.
*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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Think Pink
Every October I do a lot of media interviews about “pink.” So, I thought I would take some time to talk about how we think about a month that is saturated with corporations, nonprofits and individuals raising money and awareness for breast cancer.
This is still an important and relevant issue that people want to support. It’s just that in the age of what we at Cone call “Ribbonization,” it’s more important than ever to differentiate your brand in a way that is authentic and connects with your consumer.
I am still amazed at how many marketers and brands are not listening to their consumers in order to reach them in an emotional and relevant way. When it comes to cause, this is an absolute in our world today.
Consumers are smart and have high expectations. When we talk about reaching them with respect to cause, we believe you need to meet your consumers where they are by providing and communicating different levels of cause engagement.
So, in a world where cause has gone mainstream, you need to provide what we call a Spectrum of Engagement for stakeholders seeking various levels of engagement. At the end of the day, isn’t the overall goal to educate and engage them on an issue or cause inspiring a change in behavior?
As consumers think about getting involved, they consider three things:
1. Time commitment
2. Financial commitment
3. Emotional commitment
So, you need to give them choices based on this...
From a low commitment like purchasing a pink soup can (single use, small financial investment), to a higher engagement such as the American Express Members Project, to donating hair for Pantene’s Beautiful Lengths program, to walking for Start! , to rebuilding homes for Habitat after Hurricane Katrina (huge time, financial and emotional commitment).
The thing I love about the Hamilton Beech/AHA red blender that you can purchase to support the American Heart Association’s Go Red for Women campaign is that it is an everyday reminder that lands in a woman’s kitchen. How could you not think about the fact that you need to be heart healthy since heart disease is the No. 1 killer of women in this country? It’s a gentle reminder everyday to take care of yourself.
This is not just about awareness but behavior change. It’s about providing opportunities for consumers to personally EXPERIENCE your brand with a cause they about.
Bottom line:
1. It is important that you give consumers choices to engage.
2. Your consumers should feel good about their purchase decisions and know they are part of something that really matters.
3. Make sure they know they are making a difference through their involvement.
-Julia
Tags: causebranding
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New Opportunities for Nonprofits Online
It has been a big week for nonprofit organizations looking to use social media to promote their causes. On Thursday, at the Clinton Global Initiative, YouTube announced the YouTube Nonprofit Program , a way to make it even easier for people to find, watch and engage with nonprofit video content online.
The program works like this: nonprofit organizations in the United States that register will receive their own free nonprofit-specific YouTube channel where they can upload footage of their work, public service announcements, calls to action and the like. Organizations will also be able to collect donations with no processing costs using a newly launched version of Google Checkout designed specially for nonprofits. At launch, there will be 13 organizations participating in the YouTube Nonprofit Program including the American Cancer Society, Autism Speaks, ED in ’08, Friends of the Earth, March of Dimes and The ONE Campaign.
Google is not the only big social media player to offer special opportunities for nonprofits to engage with their audience online -- MySpace launched its Impact , Facebook has been offering special development opportunities for groups for months, and Yahoo! and MSN both have dedicated sections. Of course, there are also dozens of social networks ( Zaadz , Rethos , DoSomething , Care2 , etc.) dedicated to social change and new tools emerging every day.
The platform itself is not the exciting thing - and nonprofits should be careful not to think of the opportunity to launch a profile on YouTube as the solution. Video presents a powerful opportunity for nonprofit organizations to share their stories, create personal connections with the issues that they address around the globe... and inspire real people to take action. To be successful, you still need to spend the time and effort to do it right. I'll use this space in the coming weeks/months to outline some ways they can do that.
But for now, I applaud YouTube for its announcement and for using the Clinton Global Initiative as the platform from which to deliver it -- and I look forward to watching the online landscape continue to change and create new opportunities for nonprofits.
-Brian Reich, Director of New Media
Tags: marketing
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Knowledge Leadership Weekly Insights
There has been a lot of discussion recently about the increasing saturation of cause-related programs in the marketplace (at Cone, we refer to this as the “Ribbonization of America"). As we approach the beginning of October--when it seems that every magazine and retailer is awash in a sea of pink ribbons to promote National Breast Cancer Awareness Month --we ask, how do you cut through the cause clutter? Fortunately, as a panelist on yesterday's Advertising Week "Brand Pink" panel pointed out, the growing saturation of cause programs is paralleled by an increasing number of socially-conscious consumers. It's a case of supply meets demand: the competition is increasing, but so too is the potential audience. By tailoring a program to meet the needs and demands of your audience, there are still many opportunities to break through. However, today's savvy consumers are asking tough questions about how much money is donated, what it supports and how the company behaves in other ways. A ribbon of any color will only stand out if it marks an authentic, sustainable, transparent and well-communicated cause program.
*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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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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What is Cause Branding?
It’s been roughly 15 years since Cone first coined the term Cause Branding. Carol tells the tale of having originally thought “passion branding” would sum up the type of work the agency was doing with Avon in creating The World Wide Fund for Women’s Health and then the Reebok Human Rights Awards . Certainly, what they were doing was deeper than traditional cause-related marketing. It was long-term, integrated into the business and had a seat at senior executive decision-making tables. It could drive reputation, recruitment, morale, retention and sales, as well as raise funds, create awareness and foster behavior change.
Subsequently, Cone defined Cause Branding as: a business strategy that helps an organization stand for a social issue(s) to gain significant bottom line and social impacts while making an emotional and relevant connection to stakeholders.
And, the team went on to identify steps to building a successful Cause Branding program . In essence, they are:
1. Focus: select a cause that is aligned with your goals
2. Be proactive: first commit to a cause, then pick your partners
3. Integrate: put all your assets to work, especially your employees/volunteers
4. Activate: communicate through every possible channel
From this definition and institutionalized process, Cone has partnered with some visionary companies to introduce signature Cause Branding programs like ConAgra’s Feeding Children Better , Microsoft Unlimited Potential and PNC Bank’s Grow Up Great . Each has served as a positive catalyst for change for the businesses, their employees, communities and beneficiaries.
Fortunately, use of the Cause Branding term and practice has spread- a healthy percentage of Fortune 500 companies have at least one signature Cause Branding program today. And, the benefits of focusing corporate assets to make a greater social and business impact are well understood. As the market matures, new offshoots from Cause Branding are emerging. One of the most prominent of these is Cause Branding for nonprofits.
Because the business of the nonprofit is, in itself, cause, we altered the definition to fit their needs. We found the process, however, to be surprisingly similar. Specifically, we define Nonprofit Cause Branding as a business strategy that aligns the communication resources, development activities and mission-based services of an organization to generate brand equity, funds and social impact.
It’s quite simple really. Rather than supporting divergent fundraising, communications and programs, nonprofits are following the "focus, be proactive, integrate and activate" mantra to help better connect with audiences and yield greater returns.
Our work with the American Heart Association on its signature cause campaigns: Go Red for Women , The Alliance for A Healthier Generation , Power to End Stroke and Start! provides some great case studies for how Cause Branding can work for a nonprofit.
If you have examples of Cause Branding excellence or innovations in your work, please share them. Let’s learn from each other as we all work to advance the field.
-Kristian
Tags: causebranding
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Knowledge Leadership Weekly Insights
The last few weeks have been filled with news about the investment community's interest and involvement in cause and corporate responsibility, a growing trend tracked in our research over the last few years. (Our 2007 Cone Cause Evolution Survey found that two-thirds of Americans consider a company's cause commitments when making investment decisions, up from 40 percent in 2001.)
Just this week, the Haas School of Business at UC-Berkeley announced the launch of the first ever student-managed investment fund to focus on social and environmental responsibility. This is a progression from years ago when B-schools' token offering of anything related to "doing good" was limited to an elective class on corporate ethics! Most exciting about what Haas is undertaking is the knowledge this will generate—both for SRI funds themselves and for Wall Street firms overall. And, Haas (and hopefully other schools who follow suit) will be fueling the finance workplace with ethical graduates who have the hard-core, quantitative experience in SRI to make strong recommendations.
*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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A Brief History of Cause
If you follow advances in the cause field, you know that we are living and working in a period of incredible progress. This innovation is driven forward by market forces including: consumer sentiment that commitment to a social issue is commonplace ; the network economy creating never-imagined connections; and mankind arguably more self-aware of its vices and virtues than ever before. Everyday a new development emerges to help improve the systems and standards that are in place to better society. We call today’s leaders social entrepreneurs , corporate citizens and changents , and we seek to glean insight into their creative and strategic processes to inform change in our own lives and organizations. What’s mind-boggling is that firebrands like these, albeit under different monikers, have been at work for at least a century.
Witness the innovation in the early 1900s, when robber barons applied scientific advances and new business models to identify more effective solutions to unmet social needs. Searching for improved economies of scale and time, John D. Rockefeller hired Frederick Gates to professionally run his charities and attack public health problems like hookworm. And, rather than making traditional contributions to common issues of the day, including the provision free food, clothing, or need-based services for the poor, Andrew Carnegie set up his private foundation “for the advancement and diffusion of knowledge and understanding among the people of the United States,” eventually leading to the creation of the library system.
1935 saw the floodgates open as the Tax Law was changed to permit greater corporate giving. By the 1950s, GE was encouraging employee and retiree philanthropy through a corporate matching program, and in 1976, the Minneapolis Keystone 5% Club was established by 23 visionary companies pledging to give at that level to help call their peers to action.
Just 30 years ago, Newman’s Own was founded, giving all profits to charities. By 1984, the Statue of Liberty-Ellis Island Foundation and American Express had pioneered cause-related marketing and paid for the statue’s restoration with it. The later launch of the Avon Breast Cancer Crusade took the notion of corporate one-directional social commitments to a multi-dimensional business and social blend that would generate measurable returns for both for years to come.
In the last decade, venture philanthropy was popularized at first by Harvard Business Review and then the masses. ePhilanthropy emerged with the birth of GuideStar , Network For Good , and Charity Navigator . And, just last year, Product (RED) popularized understanding of a shared value venture, blending the work of a business, nonprofit and licensing agency.
The more things change, it seems the more they stay the same. And, in the case of continuous cause innovation, that’s very a good thing. With no shortage of historical lessons or inspirations from today’s pioneers, the possibilities for our personal roles in driving new meaningful change are limitless. So get out there – and change the game, for good.
- Kristian Darigan
Tags: research
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Knowledge Leadership Weekly Insights
There was a lot of buzz around new research this week about Generation Y's passion in helping the world become a better place. A study from Alloy finds this year’s returning college class is more socially conscious than ever. Since these are the future employees, consumers (wielding more than $198 billion in spending power) and even ardent activists, corporations should take notice. As Cone’s Millennial Cause Study found last year, this generation will reward and punish companies based on their commitments to social and environmental issues. As consumers, a full 89 percent say they are likely to switch brands if the second is associated with a good cause, while as employees, 68 percent would refuse to work for a company that is not socially responsible. In order to effectively reach and connect with this pro-social group, companies need to provide hands-on cause-related experiences and then clearly and consistently share the resulting societal impacts. This engagement is critical as another recent poll found, when it comes to the environment, Gen Y has mixed feelings at best about the importance of retailers' environmental policies and practices when making shopping decisions.
In an interesting twist, another story on the Alloy research reports college students ranked Wal-Mart as the second most socially conscious brand. This generation appears to be willing to consider a range of corporate issues and practices when examining a company and does not allow bad press in some areas to dissuade them from recognizing a company’s positive efforts toward social and environmental change. If nothing else, the flurry of research shows that young people are an active part of the conversation--another reason why companies should prioritize communications with this demographic.
*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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Thoughtful Patriotism
September 11th marks a day we will never forget. We can all remember where we were and our thoughts about what we could do to help the victims of one of our nation’s most significant tragedies.
Corporate executives responded with tremendous speed and generosity to show their support. Within hours of the terrorist strike on the World Trade Center, many companies pledged $1 million or more in aid. In fact, the growing list of corporate contributors became a highly tracked who’s who of the Fortune 500. Following the September 11th and Hurricane Katrina tragedies, companies have learned a lot about “thoughtful patriotism.”
Is making a large cash contribution the right approach? What should companies do to be responsible corporate citizens?
We offer the following five tips for companies to best support future relief efforts:
1. Cash first, but then think longer-term: Immediate cash donations allow relief organizations to buy items that meet their most urgent needs. Companies may also want to reserve some support until long-term reconstruction goals become clear.
2. Align longer-term giving with current social commitments: Many companies already support a specific issue, such as health, education or the environment. These programs and relationships may be leveraged to support reconstruction activities. For example, a company that supports education could provide transitional programs for displaced students. This maximizes in-house expertise and builds a company’s reputation for supporting a specific cause.
3. Don’t give products just because you have them: By sending in-kind products that are not immediately needed by relief organizations, companies can actually slow down the relief process by creating unnecessary administrative burdens. Companies should instead proactively seek out in-kind requests from government agencies or relief organizations.
4. Involve your employees: Employees want to help. Companies should provide a way for their employees to donate and should also consider offering a matching grant program to inspire them to give. Companies may also deploy employees as volunteers to assist with reconstruction activities if they have the needed skills.
5. Communicate efforts internally and externally: No company wants to appear exploitative or inappropriate during times of tragedy. At the same time, companies that fail to communicate their efforts may be criticized by employees and customers for neglecting to contribute. To ensure transparency, companies should communicate internally to employees; issue brief and modest, facts-only news releases on Business Wire or PR Newswire to communicate with the media; and reach external stakeholders by providing updates on company participation via the company’s Web site.
Immediately following any humanitarian tragedy, companies should create a cross-functional team to develop a charitable response strategy. This team should include senior management from corporate giving, human resources, operations and communications to determine the level, type and timing of support. Companies must also conduct due diligence on immediate and longer-term grant recipients to ensure their money is being used effectively. Finally, the team should agree on a transparent internal and external communications strategy.
While we hope tragedies like September 11th and Hurricane Katrina never occur again, we must all strive to be better prepared in our response to assure a truly meaningful impact for those who need it most.
-Alison
Tags: philanthropy
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Anita Roddick - social activist extraordinaire
Today is a deeply sad day for me and all those committed to social responsibility. I awoke this morning to learn that Dame Anita Roddick passed away yesterday from a brain hemorrhage at the age of 64.
Anita was one of the earliest pioneers of the concept of linking business with social issues. Indeed at the Body Shop, social issues were at the center of her chain of cosmetics stores. Most of those issues were very edgy, deeply and authentically embedded in the business. They ranged from human rights to animal testing, sexism, ageism, poverty, indigenous cultures, the environment.
I was fortunate to have spent time with her. I vividly remember her extreme passion as we chatted about The Body Shop as her "bully pulpit." After an amazing dinner we shared, I was not sure which was at the core of her soul: the issues or the business. (I think it was a combination. She truly was the embodiment of ethical and caring business.)
Her passing seems so strange because of her endless energy and fierceness. Everything she believed in -- the environment, her philosophy related to employees, her dedication to ethical consumerism -- she approached dynamically. She didn't break rules, she created new ones, over and over again.
Learning this sad news I wanted to get close to Anita again, so I pulled out her book, Body and Soul , written in 1991, and scanned those marked up sections that meant so much to me 16 years ago. It is amazing how prescient she was.
Regarding linking issues and business: "The Body Shop does not claim to be an authority: what we do instead is to humanize issues and popularize concerns by taking them straight to people in the streets. That's where it matters."
Regarding employees as ambassadors: "Conventional retailers trained for a sale; we trained for knowledge. They trained with an eye on the balance sheet; we trained with an eye on the soul....we ran workshops on urban survival, drug and alcohol abuse, community action, unemployment and a whole range of environmental issues....we ran a course on management by humor....knowledge is wonderfully seductive, and the staff loved the courses."
On communications: "How we communicate is gob smacking. We use every available medium to preach, teach, inspire and stimulate in everything we do, whether a leaflet to a full length video, our single minded passion shines through."
On the environment: "I am convinced that environmentalism will develop into a major political movement." (Remember this was 1991!)
She was the best stand bearer for ethical business. She was the embodiment of authenticity and credibility.
I will reread Body and Soul , and in the coming weeks, share more of her amazing wisdom.
In all candor, Anita Roddick was one of my idols. I will miss her so very much.
-Carol
Tags: causebranding
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So, What’s Next?
As we all know, American Express coined the term cause marketing in 1983 with a promotion encouraging consumers to give a few cents with each card usage to restore the Statue of Liberty. This showed the business world that aligning with a cause is a powerful way to increase sales in the short-term.
In 1999, Cone coined the term Cause Branding as leading companies such as Target, Avon, Lenscrafters and others recognized that “cause” was a powerful business strategy used to enliven brand equity, enhance reputation and create meaningful relationships with consumers and employees. These companies’ cause efforts are multi-faceted and deeply engrained in the companies’ DNA and values.
So, where do we go from here?
Today’s pioneers are responding to complex business issues, intense scrutiny from diverse stakeholders and pressure from an increasing socially conscious, sophisticated group of consumers. Supporting an issue is no longer enough. Also, a company’s commitment to a cause can’t live within the silo of a corporate foundation or corporate giving department. Americans – in their roles as consumers, employees, investors and community residents – want to know the companies they do business with are authentic in their commitment to be good citizens. Today, like never before, companies must look at their business practices and make sure they are walking the talk throughout the organization.
In some cases, especially with large business-to-business companies, we are seeing companies re-evaluate how they support causes. It is no longer about the size of their philanthropic donation to a cause that emotionally compels a particular stakeholder group. They are looking at a new set of issues that are aligned with their business needs and challenges. They are looking at their values, scale and operations to see where they can have transformational business impacts and social benefits. These initiatives may include everything from bolstering the bottom line, to improving the workforce, to product innovation, to streamlining operations and to stimulating the growth of future markets. They also have the capacity to impact business operations and to affect multiple stakeholders. By understanding this business-social synergy, companies go beyond expressing their values through philanthropy to weaving them into their operations and organizational fabric. For now, we at Cone are referring to this strategy as “Socially Aligned Business Initiatives.”
GE, The Home Depot, Patagonia and Aveda are just a few companies who have recognized that, by tapping and seeking alignment from their operations, philanthropy, marketing and public affairs, they can have a truly transformational impact on the environment. When these functions are working seamlessly, they are able to build a two-way dialogue with NGOs, impact their business practices, change the behavior of others and positively contribute to their communities in an authentic way. They are able to change their own environmental footprint and that of their suppliers, customers and consumers. It is truly about using their scale for greater good.
All of us at Cone are continuously trying to figure out where the “puck” is going in this rapidly changing field. We welcome your comments to collectively help companies figure out “what they stand for.”
-Alison
Tags: causebranding
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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 .
Tags: causebranding
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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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Knowledge Leadership Weekly Insights
It is fascinating to come across an article like one that appeared recently in the Cincinnati Enquirer . This article discusses "cause-related marketing" as if it is a new corporate phenomenon. Surprisingly though, this is not so uncommon--at least once a month Cone's media scanning uncovers an article that reports on cause or corporate responsibility as if they are new concepts. Those of us practicing in the space know how removed this is from the truth, but it serves as a good reminder that we all still have work to do when it comes to communicating about the innovative, sophisticated work companies and nonprofits engage in each day. Rather than over-simplifying the message, let's strive to raise the bar and drive toward more compelling conversations with the media and public. They will only serve as catalysts to move this important work forward.
*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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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
Tags: cone
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