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March 12, 2010 at 11:28 AM by Knowledge Leadership

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: research cone corporatepartnerships nonprofitcausebranding

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March 5, 2010 at 2:15 PM by Knowledge Leadership

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: fundraising global newmedia crisis donation currentevents cause

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February 26, 2010 at 1:23 PM by Knowledge Leadership

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: campaigns trends newmedia corporategiving causebranding

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February 22, 2010 at 1:16 PM by Knowledge Leadership

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: research corporategiving philanthropy

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February 19, 2010 at 3:58 PM by Knowledge Leadership

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.

Regardless of which sports figure or organization is driving the cause message, there are a few best practices that hold true for all:

1. Focus – Identify an issue that is relevant to the person or organization and stick to it.
2. Leverage All Assets – Think beyond the big check and utilize other valuable assets, such as volunteers, airtime and celebrity appearances.
3. Engage – Think of ways to engage multiple audiences, such as fans, the media or others in the sports community.
   
4. 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: nonprofitcausebranding nonprofit charity celebrityengagement charitablegiving causebranding

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February 12, 2010 at 11:46 AM by Knowledge Leadership

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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February 10, 2010 at 12:08 PM by Cone

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:

1. 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!
   

 

2. 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.
   

 

3. 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).
   

 

4. 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.
   

 

5. 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.
   

 

6. 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.
   

 

7. 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.
   

 

8. 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.
   

 

9. 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!
   

 

10. Continue To Do Great Work! – At the end of the day, it’s the powerful work you are doing to support a cause that is most important. Continue to find creative ways to leverage all your assets to benefit both business and society, and your story will tell itself.

- Erica Vogelei, Account Director

 

Tags: nonprofitcausebranding marketing causebranding

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February 8, 2010 at 4:49 PM by Knowledge Leadership

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: superbowl causebranding

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February 5, 2010 at 1:42 PM by Knowledge Leadership

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: campaigns celebrityengagement nonprofitpowerbrand100 corporatepartnerships nonprofitcausebranding

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February 2, 2010 at 1:50 PM by Knowledge Leadership

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

1. 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
   
2. 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
   
3. 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
   
4. 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 cause newmedia causebranding

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January 29, 2010 at 3:20 PM by Knowledge Leadership

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 research transparency corporateresponsibility

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January 26, 2010 at 12:12 PM by Knowledge Leadership

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:

 

• 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.
  
  
• 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.
  
  
• 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.
  
  
• 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.
  
  
• 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.
  
  
• 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: charity donation corporategiving corporatepartnerships causebranding

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January 22, 2010 at 11:30 AM by Knowledge Leadership

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: engagement global research sharedresponsibility disease

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January 15, 2010 at 12:02 PM by Knowledge Leadership

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: charity fundraising crisis currentevents donation cause newmedia

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January 8, 2010 at 11:58 AM by Knowledge Leadership

 

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: causebranding environment research cone corporateresponsibility newmedia

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December 18, 2009 at 11:40 AM by Knowledge Leadership

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: campaigns newmedia superbowl causebranding

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December 15, 2009 at 8:56 AM by Cone

With COP15 in full swing, climate change discussions are heating up – and environmentally conscious companies are joining the conversation. Several big players, including Timberland (Cone’s client) and Coke have launched consumer-focused campaigns to raise awareness of the importance of COP15, which aims to secure a new global climate change treaty to replace the Kyoto protocol.

 

Image via www.donttellusitcantbedone.com

 

Because Timberland’s business is the environment, the company has a vested interest in proving companies can make a profit and save the planet – without passing the cost to the consumer. Through its global “Don’t Tell Us It Can’t Be Done” campaign, Timberland hopes to bring the importance of climate change, and the need for binding legislation, to the forefront by giving the public a forum to let their voices be heard. Consumers are invited to get involved by signing an online petition at www.donttellusitcantbedone.com and staying up-to-date on conference happenings with an on-the-ground reporting team, comprised of environmental journalist Olivia Zaleski and Found Objects Films founder Gabriel London, who will post daily recaps and exclusive interviews at www.earthkeeper.com/ActionCenter.

In addition to the “Don’t Tell Us It Can’t Be Done” online campaign, Timberland is connecting with consumers on climate change through global advertising, in-store displays and social networks like Twitter and Facebook. And the campaign doesn’t end after the COP15 conference. No matter the result of the conference, Timberland will continue to call for commitment to the long-term outcome. The company has already achieved a 27 percent reduction in emissions since 2006, committed to building all new U.S. stores to LEED standards and implemented the Green Index, which measures and reports on products’ environmental impact, to help inform the design process.

What’s more, Timberland’s sincere attempts to drive social justice through commerce are paying off. President and CEO Jeff Swartz has appeared in the New York Times, Newsweek, Fast Company and The Sunday Times, and on Fox Business Network’s America’s Nightly Scoreboard and several major UK stations to discuss the company’s environmental commitments. And Timberland’s Earthkeeper collection, comprised of eco-friendly gear, now accounts for about 5 percent of total sales—proof that companies don’t have to choose between making a profit and doing good.

 

- Erin Zwaska, Account Executive

Tags: environment newmedia timberland cop15 corporateresponsibility

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December 11, 2009 at 11:59 AM by Knowledge Leadership

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: philanthropy causebranding

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December 4, 2009 at 1:48 PM by Knowledge Leadership

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: charitablegiving volunteering philanthropy

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November 18, 2009 at 2:16 PM by Knowledge Leadership

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: campaigns holiday causebranding

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November 13, 2009 at 12:14 PM by Knowledge Leadership

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:

• A majority (51%) of companies surveyed increased giving from 2007 to 2008 despite 68 percent experiencing profit declines
• Among Fortune 100 companies, who experienced greater-than-average profit declines, 60 percent increased giving from 2007 to 2008
• Of companies surveyed, a full 91 percent report having an employee matching-gift program
• 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
• The median number of pro bono time donated was 1,080 hours by companies that reported having such programs
• 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 philanthropy corporategiving research charity economy donation

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November 12, 2009 at 6:24 PM by Knowledge Leadership

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: nonprofitcausebranding campaigns celebrityengagement causebranding

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November 6, 2009 at 11:26 AM by Knowledge Leadership

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:

• Demonstrate tangible impact: illustrate for consumers how their donation is being put to work by showcasing goals achieved in real-time
• Tap emotion: demonstrate why your cause is important to donors through emotionally compelling storytelling
• 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
• 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: campaigns nonprofitpowerbrand100 research top10 fundraising newmedia causebranding donation

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October 30, 2009 at 1:22 PM by Knowledge Leadership

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: nonprofitcausebranding global nonprofit advocacy corporategiving philanthropy roi

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October 27, 2009 at 12:44 PM by Knowledge Leadership

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: research cone nonprofit awards nonprofitcausebranding nonprofitpowerbrand100

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October 23, 2009 at 11:57 AM by Knowledge Leadership

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: causebranding research cone trends corporateresponsibility newmedia

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October 23, 2009 at 9:07 AM by Knowledge Leadership

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: causebranding research cone trends corporateresponsibility newmedia

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October 20, 2009 at 11:40 AM by Knowledge Leadership

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: causebranding research trends newmedia corporateresponsibility brandmarketing

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October 16, 2009 at 2:35 PM by Cone

It’s 8pm. Do you know what your children are watching? Or your friends, your neighbors or your co-workers for that matter? Beginning Monday, there’s no need to worry because there’s a strong chance it’s something good.

For two weeks, major networks including ABC, NBC, CBS, FOX, Disney, CNN and more will unite in the Entertainment Industry Foundation’s “I Participate” campaign to flood the airwaves with do-good messages. Dozens of popular shows - from sitcom to reality, from The Office to Dr. Oz - will infuse their regular programming with relevant messages about volunteerism and giving back to the community. The diversity of shows will reach multiple audiences with do-gooder messaging that would be hard to achieve without the collective effort.

 

Photo Credit: iparticipate.org

Some will weave the message into scripts, others will feature celebrity PSAs or promotional graphics and voiceovers, but in any case, the effect is sure to reverberate. As Evan Hochberg, national director of community involvement at Deloitte (Cone client), said in his recent op-ed in the Chronicle of Philanthropy, “When Steve Carell and his co-workers on The Office are touting volunteerism, it's fair to say we have reached a tipping point in the service movement.”

And it’s not just TV that is setting out to inform and inspire. USA Today and the Huffington Post both launched new platforms this week that provide a forum for stories and discussions that motivate and uplift. And yesterday, the blogosphere came together for another annual Blog Action Day to address climate change, hoping to spark attention and discussion of the global issue.

See which of your favorite shows will incorporate volunteer messages next week, and as you watch, consider: Did the messages stand out? Enhance or interfere with the show? Resonate with you? Inspire you to do more? Come back and share your thoughts.

 

Tags: celebrityengagement currentevents

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October 15, 2009 at 2:26 PM by Liz

 

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: environment blogactionday corporateresponsibility

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October 15, 2009 at 2:30 PM by Jonathan

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: environment recycle sharedresponsibility blogactionday corporateresponsibility

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October 14, 2009 at 4:58 PM by Cone

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.”

read more...

Tags: cone dalailama conferences

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October 13, 2009 at 5:33 PM by Mark

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.



• 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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October 9, 2009 at 11:16 AM by Knowledge Leadership

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?

 

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Tags: Volunteer corporategiving nonprofit sharedresponsibility charity trends economy donation

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October 7, 2009 at 10:23 AM by Jillian

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

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

 

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

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

 

- Jillian Wilson Martin, Senior Account Executive

Tags: philanthropy nonprofitcausebranding newmedia Twitter corporatepartnerships

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October 5, 2009 at 7:08 PM by Carol

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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October 2, 2009 at 1:14 PM by Knowledge Leadership

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.
  


• 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 14^th 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: campaigns trends donation yoplait causebranding cancer

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September 29, 2009 at 3:02 PM by Talya

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

 

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September 28, 2009 at 4:48 PM by Knowledge Leadership

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:

• Sharpen your understanding of what does and doesn’t work in nonprofit communications.
• Inform and inspire your organization’s messaging.
• 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: marketing nonprofit awards nonprofitcausebranding

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September 25, 2009 at 12:11 PM by Knowledge Leadership

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: currentevents charity sharedresponsibility CGI philanthropy

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September 18, 2009 at 11:49 AM by Knowledge Leadership

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: causebranding trends corporateresponsibility sharedresponsibility

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September 17, 2009 at 3:07 PM by Knowledge Leadership

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: corporategiving employees philanthropy

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September 16, 2009 at 4:18 PM by Knowledge Leadership

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 newmedia yoplait causebranding

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September 11, 2009 at 11:50 AM by Knowledge Leadership

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: currentevents corporategiving employees september11 corporateresponsibility

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September 4, 2009 at 12:46 PM by Knowledge Leadership

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: currentevents transparency newmedia corporateresponsibility

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September 2, 2009 at 5:14 PM by Carol

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.

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August 28, 2009 at 11:22 AM by Knowledge Leadership

‘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: currentevents environment campaigns causebranding

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August 25, 2009 at 2:49 PM by Knowledge Leadership

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 employees causebranding

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August 21, 2009 at 10:48 AM by Knowledge Leadership

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:

• Meaningful and verifiable: Check for an independent 3rd party inspection organization.
  
• 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.
  
• 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: transparency trends labels corporateresponsibility

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August 19, 2009 at 4:40 PM by Jonathan

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 conferences sharedresponsibility corporateresponsibility

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August 14, 2009 at 10:51 AM by Knowledge Leadership

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.
• 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 economy causebranding corporateresponsibility

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August 13, 2009 at 5:11 PM by Knowledge Leadership

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?

• Community: The approach and issue resonate well with the target group, young men, and rallies them around a common cause.
  
• Partnerships: The products and values of the program’s partners align closely with its objectives, helping to reach participants more effectively.
  
• Innovative Approach: Movember’s online strategy is at the core of the program, which helps drive word-of-mouth.
  
• Local Appeal: A grassroots movement that enables participants to launch local initiatives.
  
• Humor: Each “Mo Bro” that participates serves as a walking billboard for the cause, literally “Changing the Face of Men’s Health.”
  
• 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.
  
• 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: campaigns newmedia nonprofitcausebranding

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August 12, 2009 at 5:01 PM by Knowledge Leadership

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: causebranding environment corporateresponsibility

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August 7, 2009 at 10:24 AM by Knowledge Leadership

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:

 

1. Cause Lite: organizations approach heavy issues with a light heart
2. Seasonal: when life gives them lemons…companies make lemonade campaigns
3. Home Grown: there’s no place like home…to focus a cause campaign
4. Feeding America: companies are feeding America by partnering with this eponymous organization
5. A La Carte Cause: brands put consumers in the driver’s seat and let them choose from a range of options
6. BOGO: the cause value equation is simple = you buy one + we give one
7. Ready, Set, Activate!: for these companies, consumer engagement doesn’t stop in the store
8. Service with a Smile: companies encourage volunteerism by tying it to some of America’s favorite indulgences
9. Cause Renaissance: if it ain’t broke…companies infuse new life into existing causes
10. 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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August 5, 2009 at 1:52 PM by Knowledge Leadership

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

 

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August 3, 2009 at 3:10 PM by Knowledge Leadership

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.

 

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July 31, 2009 at 11:22 AM by Knowledge Leadership

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: research donation nonprofitpowerbrand100 corporategiving economy

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July 24, 2009 at 11:10 AM by Knowledge Leadership

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: environment research engagement employees corporateresponsibility

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July 17, 2009 at 11:30 AM by Knowledge Leadership

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: transparency walmart timberland labels corporateresponsibility

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July 10, 2009 at 12:14 PM by Knowledge Leadership

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.

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July 7, 2009 at 11:05 AM by Knowledge Leadership

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: campaigns transparency donation causebranding

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July 1, 2009 at 11:44 AM by Knowledge Leadership

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.

 

 

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June 30, 2009 at 1:43 PM by Knowledge Leadership

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.

Tags: corporategiving

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June 25, 2009 at 12:05 am by Knowledge Leadership

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:

• Their services have broad appeal to an array of stakeholders
• They are entrenched in hundreds or even thousands of local communities across the country with extensive consumer touch points
• They provide a credible voice and are a sought-after resource to help in difficult times
• They have successfully partnered with companies to reach a broader array of constituents with a clear call-to-action
• 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.

Tags: cone nonprofit engagement nonprofitpowerbrand100 research top10

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June 25, 2009 at 5:04 PM by Carol

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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June 24, 2009 at 12:11 PM by Knowledge Leadership

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?

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June 23, 2009 at 5:40 PM by Knowledge Leadership

• 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.

 

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June 22, 2009 at 9:57 AM by Carol

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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June 20, 2009 at 1:36 PM by Carol

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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June 19, 2009 at 12:51 PM by Carol

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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June 19, 2009 at 1:16 PM by Knowledge Leadership

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: campaigns newmedia economy

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June 18, 2009 at 2:21 PM by Carol

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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Tags: campaigns cone awards publicrelations conferences cannes

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June 16, 2009 at 12:52 PM by Carol

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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June 15, 2009 at 5:56 PM by Knowledge Leadership

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 charity celebrityengagement causebranding campaigns

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June 12, 2009 at 12:20 PM by Knowledge Leadership

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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June 11, 2009 at 4:48 PM by Liz

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: Trust research FTC Greenwash

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June 5, 2009 at 2:49 PM by Knowledge Leadership

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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June 3, 2009 at 5:31 PM by Cone

We’ve always set the highest standards for our performance and take pride in delivering exceptional work. The greatest honor we can receive is when our clients are satisfied with a job well done. But, we can’t help but be flattered when our peers recognize our hard work, too. Cone has enjoyed many successful awards seasons, and this year is no different. Whether for inspiring cause branding work or attention-grabbing marketing and PR, our work, and ultimately that of our clients, has brought us much recognition.

 

The season started off on a high note at the PR News CSR Awards, where Western Union was honored for its work in stakeholder engagement with its Our World, Our Family program, which it partnered with Cone to create. Western Union continues to garner a lot of praise for its work with migrants across the world, including an award from the Center Encouraging Corporate Philanthropy, who presented it with its Excellence Award in Corporate Philanthropy, a very prestigious honor in international corporate philanthropy.

 

Cone had an even bigger showing at the Cause Marketing Forum Awards with Timberland receiving the evening’s highest honor, a Cause Marketing Golden Halo, for its commitment to making a difference in its communities. Cone then swept the Best Health Campaign category with The American Heart Association’s (AHA) Start! program winning the Golden Halo and Jiffy Lube International taking a Silver Halo for its Maintenance Partners for Life.

 

The awards kept coming during the Publicity Club of New England Bell Ringer Awards ceremony as Western Union won the Bell Ringer for best community relations campaign, the AHA won for its Start! Heart Walk special event and Jockey International grabbed a Bell Ringer for best television news placement. Not to be outdone, ALPO, Ben & Jerry’s and T-Mobile USA each earned Merits.

 

A much-deserved congratulations goes out to all!

Tags: cone awards causebranding

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May 29, 2009 at 11:44 AM by Knowledge Leadership

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: nonprofitcausebranding campaigns charity donation causebranding celebrityengagement

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May 22, 2009 at 11:36 AM by Knowledge Leadership

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: marketing campaigns engagement celebrityengagement currentevents advocacy

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May 22, 2009 at 11:53 AM by Cone

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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May 15, 2009 at 2:23 PM by Knowledge Leadership

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 philanthropy marketing donation causebranding newmedia

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May 14, 2009 at 4:44 PM by Casey

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: conferences causebranding

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May 8, 2009 at 1:13 PM by Knowledge Leadership

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 dialogue^sm 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: campaigns nonprofit engagement conferences newmedia

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May 5, 2009 at 4:19 PM by Knowledge Leadership

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.

 

Entrepreneurs Foundation

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.

 

Sustainable Brands 2009

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 causebranding crisis conferences environment corporateresponsibility newmedia

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May 1, 2009 at 12:29 PM by Knowledge Leadership

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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April 28, 2009 at 10:28 AM by Erin

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: EarthDay EarthWorks

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April 24, 2009 at 10:44 AM by Knowledge Leadership

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: Obama Volunteer

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April 22, 2009 at 3:03 PM by Cone

 

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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April 17, 2009 at 1:25 PM by Knowledge Leadership

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:

• Coupons (example: Jiffy Lube’s* “Maintenance Partners for Life” program with the American Heart Association*)
• Turn-key engagement opportunities (example: Betty Crocker’s* “Stirring Up Wishes” program)
• Tangible impact (example: Disney’s buy-a-ticket, plant-a-tree promotion)
• Basic needs, with a twist (example: Campbell’s “Help Grow Your Own Soup” program)

*Cone clients

 

Tags: causebranding marketing campaigns economy

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April 9, 2009 at 4:03 PM by Talya

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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April 8, 2009 at 3:15 PM by Anne

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.

 

1. 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.
   
   
2. 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.
   
   
3. 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.
   
   
4. 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.
   
   
5. 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: nonprofitcausebranding nonprofit fundraising economy

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April 3, 2009 at 12:30 PM by Knowledge Leadership

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 research economy

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April 2, 2009 at 4:05 PM by

 

 

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 marketing campaigns causebranding

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March 27, 2009 at 1:11 PM by Knowledge Leadership

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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March 26, 2009 at 11:48 AM by Knowledge Leadership

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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March 20, 2009 at 11:33 AM by Knowledge Leadership

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 research charity economy campaigns fundraising

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March 13, 2009 at 8:26 AM by Carol

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: causebranding philanthropy corporateresponsibility Pedigree campaigns Women Nike

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March 13, 2009 at 1:29 PM by Knowledge Leadership

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:

• FedEx, hoping to help those affected by layoffs, offered to print 25 free resumes for customers looking for a new job
• Hyundai offered to buy back cars purchased before a layoff
• The New Jersey Nets offered free tickets to unemployed fans who posted their resume to the team’s online job site
• JetBlue is refunding tickets for customers who lose their jobs after booking flights
• CitiMortgage (subsidiary of CitiGroup) offers three months of reduced mortgage payments for newly laid-off borrowers
• 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: marketing research economy campaigns corporateresponsibility

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March 6, 2009 at 11:38 AM by Knowledge Leadership

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:

• 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.”
• 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: economy environment research trends corporateresponsibility

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March 5, 2009 at 9:32 AM by Knowledge Leadership

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: Volunteer newmedia charity currentevents campaigns

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February 27, 2009 at 10:23 AM by Knowledge Leadership

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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February 20, 2009 at 10:55 AM by Knowledge Leadership

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:

• 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
• Interest: 35 percent of Americans have higher interest in the environment today than they did one year ago
• 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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February 13, 2009 at 1:18 PM by Knowledge Leadership

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.

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Tags: Volunteer research

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February 11, 2009 at 4:32 PM by Knowledge Leadership

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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February 10, 2009 at 2:41 PM by Knowledge Leadership

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: BSR corporateresponsibility

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February 6, 2009 at 2:34 PM by Knowledge Leadership

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.

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February 5, 2009 at 8:00 PM by Carol

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: Leadership Women

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January 30, 2009 at 4:24 PM by Knowledge Leadership

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?

• 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.
  
• 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.
  
• 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.
  
• 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.
  
• 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.
  
• 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: Reputation Trust

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January 23, 2009 at 3:15 PM by Knowledge Leadership

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: economy corporateresponsibility

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January 16, 2009 at 3:19 PM by Knowledge Leadership

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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January 9, 2009 at 3:19 PM by Knowledge Leadership

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: research economy nonprofitcausebranding

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January 6, 2009 at 3:18 PM by Kristian

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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December 31, 2008 at 10:57 am by Knowledge Leadership

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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December 19, 2008 at 11:44 am by Knowledge Leadership

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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December 16, 2008 at 8:50 pm by Carol

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.

Tags: cone economy currentevents

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December 16, 2008 at 10:47 am by Cone

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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December 12, 2008 at 1:07 pm by Knowledge Leadership

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: nonprofitcausebranding campaigns advocacy causebranding currentevents

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December 9, 2008 at 2:54 pm by Kristian

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

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December 5, 2008 at 12:52 pm by Cone

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. 

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December 4, 2008 at 5:53 pm by Cone

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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December 4, 2008 at 5:09 pm by Cone

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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November 26, 2008 at 1:53 pm by Cone

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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November 26, 2008 at 1:26 pm by Cone

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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November 25, 2008 at 2:34 pm by Cone

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.

read more...

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November 21, 2008 at 3:08 pm by Cone

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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November 17, 2008 at 2:47 pm by Cone

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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