filter by tag: causebranding

August 20, 2010 at 2:14 PM by Knowledge Leadership

Healthy habits can do more than trim your waistline – they may also prevent crime, create career opportunities or replace a probation sentence. Although this sweeping statement may come with the disclaimer “results not typical,” we noticed several programs that demonstrate the positive impact healthy behaviors can have on social ills:


Healthy Food Reduces School Crime
One Wisconsin school, taking part in the Education for Healthy Kids pilot program, sought to reduce crime by changing the cafeteria menu. By stripping the school of junk food and replacing it with healthy options, the school principal noted a significant decrease in vandalism, litter and a reduced need for police patrolling the hallways.

Running Creates Opportunities for Homeless
The nonprofit Back on My Feet promotes self-sufficiency for homeless populations by engaging them in running as a means to build confidence, strength and self-esteem. Teams are assembled at homeless shelters and meet three days a week for runs. Good attendance is rewarded with membership in the Next Steps program, which aligns participants with educational and job training opportunities, financial literacy sessions, job partnerships and housing programs. The program boasts a success rate of over 50 percent in helping members move their lives forward.

Marathon Training Replaces Youth Probation
An Oklahoma-based program called Run the Streets challenges at-risk youth to train for a half marathon in lieu of legal mandates such as juvenile detention, group homes and probation. Through the experience, participants learn the benefits of goal-setting, character development, adult mentoring and improved health. The outcome? The relapse rate for Run the Streets participants is only four percent – while youth placed in a group home for six months get back into trouble 25 percent of the time. What’s more, a group home placement costs about $25,000 while taking part in Run the Streets runs a mere $350 per participant.

We applaud the fresh approach these three programs have taken – demonstrating the cause and affect between health and social issues. We’ve all recognized that healthy behavior will help reduce cancer and other diseases, but as these programs show, its impact can be much more far-reaching. These examples serve as a guide for how social ails can be remedied with a healthy push in the right direction. Where are there other synergies between health and social issues?


Tags: causebranding campaigns health sports corporateresponsibility

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August 6, 2010 at 11:57 AM by Knowledge Leadership

Imitation is the sincerest form of flattery. But Susan G. Komen for the Cure isn’t taking such compliments lightly. The Wall Street Journal reported this week that Komen is taking legal action against several nonprofit organizations that have mirrored its brand attributes, including the “for the cure” term popularized by the breast cancer power brand. Nasty or necessary?



With more than 1.5 million nonprofits in the U.S. alone, nonprofit power brands must work harder than ever to protect their brand positions and assets. At the same time, small nonprofits are leveraging the recognizable branding to break through for similar causes. Some may see Komen’s actions as “picking on the little guys,” however others, including Komen, note that brand-borrowing leads to donor confusion. The article depicted one such case where two veteran-focused nonprofits engaged in a three-year legal battle over $2.2 million in donations thought to be misguided. Millions in erroneous donations is nothing to sneeze at. Consumers are often confused by cause messages, and at times may pull out their checkbooks for the wrong nonprofit.

But can any one nonprofit claim ownership of a color, symbol or phrase broadly associated with a cause movement? Think of the pink ribbon – it has become synonymous with breast cancer support thanks to pioneers Avon and Komen. And although 79% of Americans believe a memorable color, logo or icon helps the cause stand out, overuse has led to the pinking of October, watering down any individual efforts and leading to consumer confusion about whether a pink ribbon equals a financial contribution to the cause.

But imitation is not unique to cause brands or nonprofits. Corporations protect their brands all the time through trademarks and often trademark infringement lawsuits. Are the rules any different for nonprofits, which are focused on benefiting an issue rather than satisfying shareholders? We often expect nonprofits to act more like businesses, so they can maximize reach and impact for the cause, yet are also taken aback when they exert control over their brands like a company would. How can Komen strike the balance of protecting its brand without coming across as a nonprofit bully? Tell us what you think by sharing your comments.


Tags: nonprofitcausebranding transparency nonprofitpowerbrand100 causebranding

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July 23, 2010 at 1:37 PM by Knowledge Leadership

From philanthropy to cause marketing to CSR, no good deeds went unpunished this week in opinion news. Professor Angela Eikenberry says in The Conference Board Review that cause marketing “distracts our attention and resources” from the issues. Writer Chrystia Freeland in The Washington Post called CSR a “cult” that “muddies the waters” of core business needs. The Wall Street Journal Europe’s opinion columnist Jamie Whyte writes “corporate philanthropy is tantamount to theft.”

These arguments would sting if they weren’t so tired and misinformed. Esteemed bloggers immediately went on the defensive to highlight the fallacies in these arguments, including Fast Company expert blogger Alice Korngold, who put it nicely – “CSR isn't about puppy dogs and ice cream. CSR is about conducting business with integrity and attention to the community in a way that benefits shareholders.”



Freeland and Whyte pulled the old Milton Friedman card, writing, “The job of business is to make money.” No arguments there. But this is just part of the story: corporate philanthropy, cause marketing and responsible business build reputation and drive shareholder returns. Here is even more proof: according to APCO Worldwide’s latest research, addressing business issues such as philanthropy, community engagement and energy efficiency spur reputation growth. And a better reputation translates into bottom-line benefits: the study notes that with a mere 1 point increase on its Reputation Index, the average consumer will spend an additional $133.05 every year. What will the shareholders think of this?

The big picture these criticisms are revealing is this: Cause marketing, CSR and philanthropy are so engrained in the way businesses should – and in many cases, do – operate today, that a critic can get valuable column inches just by offering a dissenting opinion. It gets attention and starts a flurry of letters to the editor, blog posts and tweets. But as long as efforts are authentic, sustainable and core to business values and operations, leading companies will rise above the dissenters, disprove the naysayers and continue to focus on meeting the demands of the increasingly conscious stakeholders with both business and societal returns. The critics have spoken, but your actions continue to speak louder.

Did you read any of these articles?  What did you think? 


Tags: causebranding philanthropy research corporategiving corporateresponsibility

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July 16, 2010 at 12:32 PM by Knowledge Leadership

Get your game face on because this summer, companies, government agencies and nonprofits are all offering big bucks for game-changing ideas that contribute to the greater good. Conscious consumers and innovators are suiting up to compete for the opportunity to make an impact.

• This week, GE announced the Ecomagination Challenge, which invites inventors, entrepreneurs and startups to compete to develop the next-generation of power grid technologies. The $200 million in prize funding will be doled out in $50,000 to $500,000 increments starting this September.
  
  
• The EPA recently announced a National Building Competition, where commercial buildings will compete to shed the most energy waste. Fourteen buildings across the country have been selected to contend for the winner’s title.
  
  
• Pepsi extended its Refresh Project by issuing a special Do Good for the Gulf Initiative. Starting this week, participants compete for part of the $1.3 million in grants the beverage giant has set aside for projects that help Gulf residents.
  
  
• Also seeking to aid the Gulf crisis, the X PRIZE Foundation is developing a multi-million dollar competition for ideas that will help alleviate the effects of the BP oil spill. Although planning is still underway, oil-cleanup innovators are ramping up for what will likely be a fierce competition.

A little competition never hurt anyone, especially when the ultimate outcome is for a worthy cause; however, don’t assume such programs to be the end-all-be-all solution to your responsibility efforts. To drive ongoing consumer awareness and, ultimately, reputational benefits, competitions must stand the test of time. Consider integrating a competition into an existing cause or corporate responsibility program, or extending your present contest into an annual event.

Leading companies know corporate responsibility is more than just handing over a check. If some friendly competition is what it takes to captivate stakeholders and foster a sense of shared responsibility to solve pressing social and environmental issues – then game on!


Tags: engagment campaigns causebranding sharedresponsibility contests corporateresponsibility

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June 25, 2010 at 12:24 PM by Knowledge Leadership

After 30 years helping to rescue wildlife from oil pollution, the Dawn Saves Wildlife campaign is more relevant than ever before, amid the largest oil spill in U.S. history. The connection to the crisis is direct – it has donated thousands of bottles of its dish liquid to clean birds affected by the Gulf oil spill. So it would seem that the company has a credible opportunity about which to communicate its efforts, yet Dawn does not appear to be altering its strategy in light of the oil spill.


A few media outlets have highlighted Dawn’s support, including a placement in The New York Times and a mention on CNN. One article noted Dawn has purchased Google adwords to direct searchers to the campaign Facebook page. But, the company itself has not made substantive changes to its TV advertising messages (e.g., a Gulf-specific tag), Web site or even issued a press release in light of its continued commitment to relief efforts. In fact, the current ads were slated to run before the crisis occurred, and there’s no word whether Dawn will continue the campaign after they are scheduled to stop at the end of June.

The choice by Dawn to keep its efforts under the radar comes in stark contrast with other corporate relief efforts – Hooters has touted its donation of pantyhose to make booms that will absorb oil, and Microsoft teamed with TV host Stephen Colbert to donate money to relief efforts every time Colbert said the word “Bing” during his half-hour comedy show.

Times of crisis are bound to be sensitive, and Dawn has to be careful about how it communicates its efforts. The worst thing the company could do is appear to be leveraging the spill as an opportunity for its brand.  But because Dawn Saves Wildlife is an established, credible cause effort, there may be a real opportunity for the brand to tweak its messaging (and perhaps even its charitable contributions) in light of the very real, very relevant disaster we face today.

What do you think? Voice your opinion about Dawn’s communications, and what its communication strategy should be moving forward by voting in our latest blog poll.


Tags: currentevents environment campaigns crisis causebranding

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June 18, 2010 at 2:00 PM by Knowledge Leadership

Sports have an uncanny ability to unite communities, capture attention and inspire goodwill, so major sporting events are a natural fit for cause-related messages. Which is why we are disappointed that so far during the FIFA World Cup – the sporting event boasting the world’s largest audience – the only buzz we’re hearing is coming from vuvuzelas.

With some digging, we found Coca-Cola’s “Youth Talent Development Initiative” in South Africa and FIFA’s “20 Centres for 2010” – an effort launched in 2007 which aims to promote public health, education and football in disadvantaged communities across Africa. But we were hard-pressed to find word of these efforts in major U.S. media. And what about on-the-ground or online cause messages? Those were few and far between as well – most created by NGOs.

No one has followed the topic closer than blogger John Kim on his site, World Cup CSR. For over a year he’s been tracking any and all corporate commitments to the greater good affiliated with the event. His conclusion? Nil. Kim tweets, “Fifa's Centre's 4 Hope R the closest things 2 sponsor related CSR initiatives I've seen while here: disappointed.”

Is this a sign of a trend? The global meeting in South Africa is not the first major sporting event with lackluster cause tie-ins. The 2010 Super Bowl, which despite the hoopla over Pepsi’s departure, lacked social messaging almost entirely during the actual game. This was a decline from the array of cause campaigns we observed in 2009. Prior to that, the 2008 Summer Olympics seemed to lack cause messages aimed at American viewers, as well.

Despite the immense resources put into these events, brands with an established cause or CR presence have not been using the world stage to communicate their commitments and to activate consumers. The World Cup will stand as yet another missed opportunity and overall a disappointment for cause marketers.

What do you think? Did you see something we didn’t? Post the World Cup cause messages you’ve seen by commenting below.
 

Tags: events trends sports global superbowl causemarketing causebranding

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June 15, 2010 at 3:53 PM by Chris

I had the pleasure of attending the 2010 Cause Marketing Forum Conference in Chicago this month, and as always, David Hessekiel and his team did a great job encouraging conversation on hot topics in the industry.

 

Many of the discussions I heard and was a part of at the conference - and afterward - have been around legal issues (Ed Chansky scared everyone in a good way), transparency (Cone's Mike Lawrence helped to simplify it for everyone) and choosing the right partners (Komen & KFC is still being talked about heavily).

Ultimately, the common thread running through all of these topics is the need to engage stakeholders in your cause branding and corporate responsibility activities. At Cone, we call this "Shared Responsibility" and feel strongly that it's where the industry needs to go.

To have the greatest social impact, companies must move beyond philanthropy and transactional cause marketing toward supporting issues that are material to business growth and allow for stakeholders to be engaged in collaborative solutions.

Margaret Morey-Reuner from Timberland (Cone client) spoke directly to this concept during the “CSR Meets CM” dinner, sharing how Timberland has actively engaged consumers through its Earthkeeper program to provide input and be "Voices of Challenge."

No one company or nonprofit can do it alone. By embracing Shared Responsibility, not only can you better identify and avoid potential legal, transparency and partner selection issues, but you can also empower stakeholders to help drive innovation and become true advocates for your efforts. 

- Chris Mann, Account Director


Tags: cone engagement causebranding sharedresponsibility conferences transparency

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May 14, 2010 at 11:10 AM by Knowledge Leadership

Some say attitude is everything. And as the dreary April showers finally subside, it’s a perfect time to adopt a fresh, sunny outlook for the spring ahead. We’ve noticed a similar attitude overhaul taking place in a new crop of cause efforts. Instead of focusing on the seriousness of issues, these programs are adjusting the tone of conversations to something a bit more light-hearted to motivate more people to get engaged.



Kotex, as part of its humorous new brand campaign for “U by Kotex,” has teamed up with Girls for a Change to “empower and educate young women to become agents of social change.” The campaign encourages “real talk” about vaginal health and provides ways for girls to learn, interact and share online. Visitors to the brand Web site can sign a “Declaration of Real Talk,” sparking a $1 donation to Girls for a Change with every submission. The site is colorful and youthful – a fresh approach to a discussion that has longed for a makeover.



New fundraising site Crowdwise.com takes a similarly cheeky tone. Its tagline perfectly illustrates its brand personality: “If you don’t give back, no one will like you.” Created by actor Edward Norton, the site offers people a free way to create fundraising pages that can easily be shared through existing social networks. Users are incentivized to raise money by winning points and prizes along the way. With a wry humor sure to attract any do-good teeny-bopper, the added presence of several celebrity projects may help put site traffic into overdrive.

These programs illustrate that a new approach to cause does not always require a new issue or a new audience. By changing the tone of a dialogue or creating new ways of connecting and sharing, people will be reenergized and inspired to make a change. Fostering a positive attitude is one little thing that can make a world of difference.


Tags: Women health fundraising campaigns engagement celebrityengagement newmedia causebranding

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May 11, 2010 at 10:31 AM by Anne

In follow-up to Chris Mann's recent post on tips to maximize cause sponsorships, I wanted to share a few distinct sponsorship trends that are helping some sophisticated corporate and nonprofit players get noticed in today’s competitive marketplace. These were gleaned from a combination of industry chatter, Cone client work and takeaways from the 2010 IEG Sponsorship Conference.

 

 

1. Sponsorship Squared: Creative sponsors are leveraging current and new sponsored properties together to bolster returns on both, while carving out a niche to stand out from the clutter.
   
   Example: Ask.com, as a new sponsor of Susan G. Komen for the Cure, leveraged its existing Nascar relationship, allowing fans to have a loved one’s name incorporated into driver Bobby Labonte’s pink tribute car design by visiting their site and honoring those impacted by the disease.
   
   
2. Partnered Promotions: More and more, sponsors are seeking introductions and co-promotions with other non-competitive, complimentary sponsors of the same properties. This can be a win-win-win. The cause property gets more highly engaged sponsors, one sponsor may get a benefit like access to a new customer base and the other may benefit from new, emotional content to further connect with customers.  There are a number of ways to slice the varied interests of parties involved, depending on their goals and core assets.
   
   Example: Children’s Miracle Network struck a deal with Microsoft’s XBox to sell bundled games. The games were sold at Walmart, an existing Children’s Miracle Network corporate supporter. The partnership tied all three organizations together, which proved highly beneficial to all parties.
   
   Example: For a promotional period, pairs of New Balance pink sneakers benefitting Susan G. Komen for the Cure also included customer applications for the new Bank of America pink credit cards that benefit the same cause.
   
   
3. Niche is Necessary: While sponsors understand they may be sharing the limelight with other sponsors unless they shell out big dollars for total exclusivity rights, they are expecting a custom niche to help them stand out from the “logo soup.” Satisfy their craving for customization by developing unique, creative solutions and offering “ownership” in a multi-sponsored campaign.
   
   Example: (PRODUCT) RED allows companies to customize their participation with brand-appropriate terms. The Bugaboo baby stroller is adorned with the word Ado(red),  Flower Power markets its promotion using Flowe(red), Converse goes in a slightly different direction using Make Mine (Red). Sponsors get a sense of ownership, yet the (PRODUCT) RED brand tie-in is still obvious.
   
   
4. “Non-Cause” Causes: Many companies “invented” their own causes. Sponsors are not always looking to define their philanthropic focus through nonprofit beneficiaries – they are coming up with unique causes and giving the money away to multiple charities, to individual contest winners or to non-traditional partners.
   
   Example: Green Mountain Coffee created the Revelation to Action Changemakers competition to provide grants for innovative solutions to solving community challenges. Its partner is Ashoka's Changemakers, not a traditional charity partner, and the money goes to individuals to help make change in their communities and not to nonprofits directly.
   
   
5. Starter/Teaser (not Discounted) Packages: Especially in this economy, it is important for properties to offer a range of options. It may be more difficult for sponsors to take a “leap of faith” and pony up for the top tier sponsorship. They may be more likely to spend less money to get a sense of how their objectives may be met on a lower tier package before taking the plunge. It is important not to succumb to discounting, as this makes it difficult to return to your fair market value. Instead, think creatively about how to offer smaller, start-up packages.
   
   Example: The American Heart Association’s Go Red For Women (Cone client) does this by offering multiple tiered sponsorship packages, including short-term cause marketing opportunities to simply use the logo and raise funds for the cause. Companies can start here and see if they want to opt-up to larger opportunities with more tangible benefits.
   

I hope these trends help sponsors and sponsees think creatively about cause strategies. I know I will be using them in my counsel to clients on both sides of the sponsorship!

- Anne Erhard, Vice President

Tags: nonprofitcausebranding conferences trends sponsorship causebranding

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April 30, 2010 at 12:55 PM by Knowledge Leadership

The success of text-to-give fundraising efforts after the earthquake in Haiti ignited a firestorm of articles, research (including Cone’s) and debate about mobile giving. Had it reached a tipping point? Is it a valid giving strategy for other organizations and causes? The answer is “yes” because of its ease and immediacy. But at the end of the day, text messaging is still like any other communications and fundraising vehicle – it is still the execution that matters.  

Two recent campaigns, both coincidentally focusing on homelessness, are successfully using text-to-donate campaigns to present compelling appeals to potential donors.



The “I Am Here” campaign in Austin, TX has literally hoisted a homeless man named Danny up to a billboard along a major highway. The billboard encourages passing cars to text a donation to help Danny and his family get a home.

The short-term goal is to raise $12,000 to purchase a home for Danny, but the larger scope of the program is to raise visibility and compassion for the homeless population by putting drivers face-to-face with a real human story. Although focused regionally, the campaign has attracted national media attention.

New York-based Pathways to Housing also used a local execution, but added a layer of interactivity to its mobile campaign. The organization projected an image of a sleeping homeless man on the side of a building where passersby could send a message to trigger a video in which the man gets up and walks in the door of his new apartment. The action did not require a donation, but it provided the opportunity to donate via cell phone or to visit the Web site for more information.

Text message fundraising is still novel enough that it’s easy to think it alone will make a campaign successful. But just like direct mail, email or any other fundraising tool, it too will fall flat unless the appeal is compelling, urgent and easy to fulfill. This was certainly the case in Austin where we’re happy to report that just days after his unique billboard appeal, Danny has a new home. 


Tags: charitablegiving campaigns fundraising newmedia donation causebranding

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April 16, 2010 at 12:22 PM by Knowledge Leadership

Instead of fighting against the social media tide, some print media are harnessing a wave of social media tools to empower their brands and reputations. And a select few are taking it a step further by using social media to leverage cause efforts. Case in point: Newspaper giant USA Today.



The popular daily is turning to the Twitter community for its #AmericaWants contest, where followers can vote for their favorite charities. The reward for the winning nonprofit? A full page advertisement in the print edition. The ad space, valued at nearly $190,000, will go to the nonprofit that solicits the most Tweets that say, “#AmericaWants (name of charity) to get a full-page ad in USA Today."

By turning control over to the Twitter community, the publication has found an innovative and low-cost way to use social media to further its cause commitments. The contest aligns with several other cause-centric initiatives by the publication, including the Fall 2009 launch of the Kindness community, which is a site dedicated to inspiring and uplifting stories and resources. In addition, USA Today runs a semi-annual Sharing in the USA bonus section and has committed to a monthly philanthropy feature to help raise awareness and encourage giving efforts throughout its national network.

This latest campaign marks an impressive commitment by one of the nation’s largest traditional media publications to cross-promote its cause initiatives through online channels. And the possibilities for this medium are just beginning. Additional opportunities for in-kind giving could extend to online advertising or other new media networks.
 
What do you think of USA Today’s new twist on in-kind giving? Share your thoughts below.


Tags: campaigns newmedia corporategiving causebranding

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April 9, 2010 at 1:11 PM by Knowledge Leadership

Going barefoot in the office is usually a faux paux – unless you’re an avid supporter of TOMS Shoes.

Yesterday marked the annual One Day Without Shoes event, which challenged people across the country to spend the entire day (or even a few hours) sans shoes. TOMS rose to fame in the cause world through its simple, but powerful, buy one, give one model. For every pair of TOMS Shoes someone buys, a pair is given to a child in need. Yesterday’s effort drew support from 250,000 people through more than 1,600 events around the world. How did they achieve such success?  Here are a few thoughts:

 

Low Barrier to Entry – Consumers didn’t have to contribute financially to take part in the effort, they simply needed to kick off their shoes for the day. This easy call-to-action allows both TOMS Shoes loyalists and non-customers to take part.

Wow Factor – Sometimes the best way to garner awareness is by causing a scene. A shoe-free day is less extreme than wearing nothing but an apron to work – which LUSH Cosmetics employees do once a year to make a statement about over-packaging – but is nonetheless an eye-catching spectacle for a good cause. And getting some celebrities, including Kristen Bell, Matisyahu, Morgan Spurlock and Heather Graham, to kick off their shoes for a day doesn’t hurt either.

Teaching Moment – TOMS was able to supplement its existing sales-based cause efforts with an educational, worldwide event to help inform the public about the risks millions face by living without shoes. The threats range from cuts and scrapes that can lead to infection to Podoconiosis, a debilitating and disfiguring disease caused by walking barefoot in volcanic soil. Suddenly, shoes are about more than just comfort and style. 

Personal Connection – The event helps bring participants closer to the issue through first-hand experience. Instead of discussing TOMS’ mission in the abstract, the organization gave consumers a way to experience the cause for themselves and gain appreciation for what life is like for the children the company serves.

Widespread and Grassroots – The success of the campaign is largely due to the hundreds of regional events across the globe within cities, college campuses and even elementary schools. The One Day Without Shoes Web site offered toolkits to help participants organize, promote and execute the local efforts.

TOMS Shoes has already established a cult following among socially conscious fashionistas and is slowly creating a movement with its simple rallying cry for the cause. By executing an engaging and powerful event, TOMS was able to reach a wider audience with the message and hopefully increase its band of loyal followers who will provide shoes to the world’s children, one by one.

Did you participate?  Tell us what you thought of the experience.

Tags: global campaigns engagement celebrityengagement advocacy causebranding

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April 6, 2010 at 11:32 AM by Chris

Cause sponsorships are a great way to enhance your existing cause branding platform, drive sales of specific cause products or introduce your marketing and sales teams to the power of cause through a medium they’re more familiar with. Here are some tips on how to make sure you are getting the most out of your cause sponsorships (or any sponsorship for that matter):

 

1. Make a commitment – Consistency and frequency are the keys to making your presence stick in people’s minds, so choose your cause sponsorship carefully and plan for a long-term commitment if possible. Think through why you are signing the sponsorship and envision how it could look one, three and five years out. Does the cause align with what your brand stands for or is it just a short-term vehicle to reach your target consumer? Is the property sustainable and do they have a solid growth plan? Are they interested in helping you reach your goals? Are you committed to helping them reach theirs? These are all questions you should be able to answer.
   
   
2. Put yourself in their shoes – Before you plan any activation, go see the sponsorship property in person. Talk to participants, fellow sponsors and event organizers. Even better, sign up as a participant yourself to get the full experience. Think about how you can add value for the event and its participants first and your brand/company second. Participants will be much more interested in what you have to say once you show them that you understand and want to add to their experience.
   
   
3. Show some love to the small & local – If your sponsorship is with a national organization or event series, make sure you have something for their local affiliates/chapters/offices. Oftentimes, the local staff doesn’t see the dollars you give to the national organization and have their own local sponsors to take care of. Find ways to offer volunteers, money and product on the local level to earn their support. You’ll get better communication and cooperation in return.
   
   
4. Activate for the behaviors you want – Word of mouth and referrals are more powerful than any other form of advertising or marketing. Plan your activation to encourage participants to use your product on-site in fun and visible ways. Find ways to specially recognize and thank participants who are already loyal customers. Reward them and they will reward you.
   
   
5. Help everyone share in the experience – Educate and involve your employees and customers about your sponsorship in advance and give them ways to get involved. Use all of your internal and external vehicles to talk about the cause sponsorship and offer direction on how to learn more, participate, donate, volunteer and spread the word.

Follow the above tips and you’ll be on your way to a sponsorship that helps your brand stand out, engages your customers and makes a real difference.

 

 

- Chris Mann, Account Director

Tags: marketing employees nonprofitcausebranding sponsorship causebranding

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March 23, 2010 at 11:42 AM by Cone

Nearly 25 years ago the National Women’s History Project, a grassroots organization, lobbied Congress to turn National Women’s History Week into a month-long celebration, designating March as International Women’s History Month. The project aims to recognize the achievements of women in many careers – science, community, sports, government, literature, art – and to help pave the way for new opportunities for girls and young women. Each year, Americans and people around the globe are encouraged to honor women’s rightful place in history.

It’s easy to recognize women’s place in sports, thanks in part to the media and nationally televised events such as tennis’ U.S. Open or the recent Olympic Winter Games. Unfortunately, not all categories are receiving the U.S. media spotlight they deserve.

 

For example, did you know about two-thirds of Americans can’t name one famous female scientist? Of those who can name one, Marie Curie is about the only name they recall. The survey, Women, Science and Success: The New Face of Innovation, was sponsored by Cone client, L’Oréal USA. The global beauty company embraces the issues of women in science as its strategic corporate philanthropic initiative. Through its For Women in Science program, L’Oréal makes a significant investment in supporting female scientists, offering professional development and generating awareness of its notable work and future ambitions.

I recently flew to Paris to attend L’Oréal’s For Women in Science awards. The company rolled out the red carpet to honor numerous female science heroines. That’s right, heroines. These women have dedicated their lives to unlocking the scientific mysteries that will improve the quality of life for all, such as finding cures to debilitating diseases. Global media swarmed the event, clamoring for seats at the Global Laureates’ workshops and roundtable presentations as they discussed their passions and ambitious research projects. As a result, European media outlets, such as ELLE-Germany, are writing feature stories about the Laureates.

U.S. media do not always react this way. We see plenty of coverage on the latest tech toys that can improve our lives, but we could use more stories about inventive scientific minds behind the race to solve blistering skin diseases. In fact, media are a powerful force in generating greater awareness of issues, including smashing the stereotype that scientists are geeks. Scientists are tasked with solving global problems in an increasingly complex world, and in France they are celebrated by media. It wouldn’t hurt for U.S. media to increase this kind of reporting.

Hopefully, media will be on board as we celebrate the inaugural National Robotics Week, April 10-18, 2010 (Cone client FIRST is an advisory council member). Created by a private-public partnership, National Robotics Week aims to educate people about the “social and cultural impact of robotics technology.” Young people will be encouraged to exercise their greatest muscle – their minds – and could be inspired to, at the least, foster a greater appreciation of science. At best, they could become the next Marie Curie.

R&D are critical for stimulating economic growth and improving our quality of life. There’s no question this is news alongside the scientists who are making this happen. The question is: Will media get excited enough to increase coverage of this type of news?

 

- Maureen O'Connell, Senior Account Supervisor

Tags: currentevents brandmarketing global causebranding

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March 22, 2010 at 10:43 AM by Jillian

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

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

 

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

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

 

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

 

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

 

- Jillian Wilson-Martin, Account Supervisor

Tags: employees campaigns global Volunteer newmedia Twitter causebranding

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March 19, 2010 at 3:01 PM by Knowledge Leadership



But not all cause-related promotions are alike. There are as many creative cause executions as there are consumer brands, each most successful when tailored to the unique product or service and target audience. To help get you started, Cone has identified 10 of the most common types of cause promotions to consider when developing your next program.

1. The “Proud Supporter” Method
This first promotion type describes when a company gives a flat donation to a cause/nonprofit organization, and the donation is not tied to sales of a product or action by the consumer. Cone refers to this as the “proud supporter” method because this language often accompanies this type of cause promotion on the package.
Example: General Mills* Pink Together campaign
Pro: Longer shelf life because it’s not directly tied to individual sales
Con: Passive consumer engagement – no compelling call-to-action to drive engagement

2. Donation with Purchase
Possibly the most common approach associated with cause-related promotions, this is when a donation is triggered for each specially marked package sold during a pre-determined timeframe. The donation may vary and may be described in terms of a percentage or dollar amount of each product.  A funding cap is generally associated with this type of promotion.
Example: Betty Crocker Stirring Up Wishes* campaign
Pro: Opportunity to track sales and sales lift
Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.)

3. Donation with Label or Coupon Redemption
This method is when a company makes a donation for every code/label provided through purchase and redeemed in-store or via mail. It is not the sale itself which triggers the donation, but the supplemental action.
Example: Yoplait Save Lids to Save Lives*
Pro: Ability to track consumer reaction to promotion and resulting sales lift
Con: Some consumers are dissuaded by need to take an “extra step”

4. Donation with Online Activation
Similar to the in-store redemption method, this is when a company makes a donation for every code/label provided through purchase and redeemed or activated online.
Example: Dawn Saves Wildlife
Pro: Convenient for consumers and offers second point of engagement
Con: Easy for consumers to forget to redeem code/label because it is not an immediate action

5. Donation with Consumer Action
A method that doesn’t require a purchase; the fifth type of promotion is when a company makes a donation when the consumer takes a specific action (e.g., sends a viral gift, hosts an event, designs packaging).
Example: Mike’s Hard Lemonade Share Some Pink campaign*
Pro: Compelling consumer call-to-action
Con: Less direct tie to sales

6. Dual Incentive Method
A dual incentive promotion is when a company provides an incentive to drive consumer donations (e.g., a donation match, a product coupon or discount).
Example: Lands End Big Warm Up campaign
Pro: Loyalty opportunity – consumers feel a partnership with the company and rewarded for their efforts
Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive

7. Consumer Pledge Drives
Some companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge.
Example: Starbucks Pledge5 campaign
Pro: Gives consumer a voice
Con: Requires localization to ensure highest level of consumer relevance

8. Buy One, Give One (BOGO) Method
A promotion that is gaining in popularity, BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated).
Example: Pampers’ 1 Pack = 1 Vaccine campaign
Pro: Consumers are very responsive to tangible, immediate results
Con: Difficult to translate outputs (# of vaccines) to outcomes (# of lives affected) and the actual cost of the individual item donated may be small (few cents)

9. Consumer-Directed Donation
This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.
Example: Target Bullseye Gives campaign
Pro: Consumer is empowered – higher level of engagement and perceived value
Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries

10. Volunteerism Rally
The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services.
Example: Disney’s Give a Day, Get a Disney Day campaign
Pro: Opportunity for localization and personalization
Con: High level of consumer commitment required


*Cone client


Tags: campaigns newmedia engagement donation causebranding

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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 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: charitablegiving nonprofitcausebranding nonprofit charity celebrityengagement causebranding

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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 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 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 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: newmedia causebranding environment research cone corporateresponsibility

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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 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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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 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: donation campaigns nonprofitpowerbrand100 research top10 fundraising newmedia causebranding

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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: newmedia causebranding research cone trends corporateresponsibility

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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: brandmarketing causebranding research trends newmedia corporateresponsibility

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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

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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

 

Tags: causebranding

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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 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 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 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: Reputation Trust campaigns economy causebranding corporateresponsibility

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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 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 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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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:

 

read more...

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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 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: celebrityengagement nonprofitcausebranding campaigns charity donation causebranding

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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 newmedia philanthropy marketing donation causebranding

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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 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 newmedia causebranding crisis conferences environment corporateresponsibility

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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 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 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 Nike Pedigree campaigns Women

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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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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 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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November 3, 2008 at 1:08 pm by Cone

Starbucks will soon be decked out in (RED), but it’s not just to celebrate the holidays.  As part of its new “Shared Planet” commitment, the coffee brand announced  at its managers conference in New Orleans that it will be the latest company to partner with (PRODUCT) RED.  Beginning in late November,  Starbucks will donate 5 cents to the Global Fund to benefit AIDS programs in Africa for each holiday beverage it sells throughout the season (other products will later be designated during this multiyear commitment).  Although Starbucks joins an impressive roster of (RED) companies, including Gap, Converse and Apple, it may still be surprising that the company has signed on to a new philanthropic commitment when the economy is in such turmoil.  But as (RED) co-founder Bono explained during a surprise speech at the meeting, “This is not charity.  This is commerce.”

 

     

 

Leadership companies recognize that the health of business and society are intrinsically linked.  As a result, companies have an opportunity to make a positive impact on social and environmental issues that will ultimately be rewarded with short-term sales, long-term reputational gains and stakeholder loyalty.  Consumers may be buying less, but they will be buying better.  Consequently, the value of corporate commitments to help solve societal issues goes far beyond the dollar in troubled times like these. 

 

For Cone’s perspective on how Cause Branding can continue to thrive despite the economy, please visit our Web site . 

 

*In the interest of full disclosure, Starbucks is a Cone client; however, Cone is not involved in this partnership.

Tags: causebranding

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October 24, 2008 at 12:10 pm by Cone

With thousands of popular Facebook Causes applications and Web sites like Changents.com , which bring together people who want to share their altruistic experiences, there’s little doubt that cause and social media make great bed fellows.  Worried that you won’t be homing in on your target audience?  Don’t be.  According to our 2008 Business in Social Media Study , 59 percent of social media users are already interacting with companies online.  In fact, 25 percent interact more than once per week.

 

As social media marketing moves beyond its tipping point, companies searching for new ways to engage their stakeholders with a cause are starting to take notice.  In its recent Press Play: Be the Change campaign, GAP challenged its employees to create videos of themselves performing volunteer work and post them on www.pressplayatgap.com .  Customers were then asked to vote on the best video with the winning submission receiving $10,000 to be donated to the charity of the employee’s choice.

 

Press Play: Be the Change serves not only as an innovative employee engagement program, but it also makes it easy for consumers to voice their opinions by voting for the best video and ultimately rewarding a worthy nonprofit.  This new brand touchpoint could even win GAP added customer loyalty; 56 percent of social media users feel a stronger connection to a brand when they can interact with it in a social media setting.

 

But—a word of advice before you decide to launch a social media cause strategy—you need to cede control of the conversation.  In social media, it’s enough just to be a part of the conversation, so allow consumers to express their own thoughts and ideas, whether approving or disapproving.  You may actually learn something valuable from your detractors.

 

Tags: causebranding

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October 20, 2008 at 4:35 pm by Cone

A month ago, we commented on a survey in Ad Age (login required) which found cause-related marketing is no longer a leading priority for marketers due to their pessimism over the economy.  Today, the economy is worse than before, but the disheartening findings have been tempered by another Ad Age article which shows that some of the world’s leading marketers apparently didn’t receive that memo.  Marketers at brands such as Target, Office Max, Sears, General Mills and even P&G powerhouse Jim Stengel are maintaining – or growing – their cause programs to foster loyalty among nervous consumers.  “Purpose branding...is more important than ever,” Stengel explained.



Consumers may be wary, but they will find responsibility refreshing amid the corporate deceit and disappointment of late.  And, as some marketers inevitably shift their focus away from cause and environmental marketing, there is a renewed opportunity for the staunchest supporters to reaffirm their commitments to social and environmental issues and break through the cause clutter.  Consumers recognize that their wallets may be tighter, and they will appreciate those companies that provide an opportunity to impact important issues through their everyday purchases.

For behavioral and attitudinal proof that consumers respond to cause marketing, please check out Cone’s latest research .   

Tags: causebranding

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September 12, 2008 at 12:58 pm by Cone

New research out this week surveyed marketers to explore the roles of celebrities in cause-marketing efforts, and the findings indicate that while these spokespeople often help raise awareness of a cause, they are not particularly effective in inspiring people to act.  According to survey, the majority of respondents (about 58%) indicate a celeb’s tie to a cause may motivate them to look into the cause, but not necessarily become involved.  Cone’s own consumer research found that Americans cite celebrity involvement as one of the least effective communication tools for nonprofits to reach them–specifically, it ranked No. 9 on a list of 10 (falling well behind such preferred methods as word-of-mouth and media coverage).  And, only 15 percent of Americans said celebrities are likely to influence their decision to support a cause or charity.

Yet, that is not to say that star power can’t be an important asset.  Consider the (RED) campaign’s more than $60 million raised to-date for the Global Fund which can be attributed in-part to Bono and his famous friends, or the success of Lance Armstrong’s LIVESTRONG campaign to fight cancer, including sales of his yellow wristband (reaching 55 million sold in 2005) .  These two campaigns led the pack as the Celebrity Cause Marketing Survey’s most memorable celebrity campaigns.  The celebrities involved in these issues sustain our interest, gain real respect and ultimately advance support for the cause, because they are authentic (often involves a deep personal connection to the cause and willingness to share a personal story), long-term (commitment extends beyond one day, one event or one media tour) and particularly generous (includes significant personal donations of money, time and fame or access).

• Lance Armstrong LiveStrong 15.90%
• Bono (Product) Red 10.90%
• Angelina Jolie UNICEF 4.50%
• Al Gore Global Warming 4.00%
• Brad Pitt Katrina/New Orleans Rebuild 3.50%

To learn more about celebrities’ favorite causes , check out the new philanthropic site causecast.org .

Tags: celebrityengagement causebranding

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August 29, 2008 at 10:39 am by Cone

As workers in 27 LUSH cosmetics shops across the nation demonstrated this week, when employees are passionate and engaged in their companies’ cause programs, they can help make a strong statement.  In the case of LUSH employees, they took a stand on the issue of product overpackaging by shedding their own “packaging” Wednesday afternoon and working in the nude—except for their aprons, of course.

 

 

Although LUSH took employee engagement to the extreme to make a statement and draw attention to its cause, it is important to realize that its naked protest was part of the mission of the greater organization.  LUSH cosmetics specializes in soaps and other body products that are often produced as solids, therefore requiring little or no packaging.  The organization itself aims to protect the environment by leading the industry in its efforts to eliminate packaging, and employees were able to take this cause public and educate customers about the environmental impacts of packaged goods.   

 

As our 2007 Cause Evolution research indicates, today’s employees want to work for organizations that are socially responsible and feel a stronger loyalty to their company when they are engaged with their cause programs.  In fact, 93 percent of Americans believe it is important for their companies to provide employees with opportunities to become involved in the causes they support.  The LUSH employees were able to “become the cause” and make a powerful statement to the public, strengthening the organizations underlying brand values, while also promoting the shops’ “naked,” or unpackaged, products.

 

Companies, as we take a day to celebrate “the working citizen” this week, take a moment to thank your employees for supporting your brand visions, and brainstorm how they can become more involved with the causes your organization supports, but you may want to encourage clothing!

Tags: causebranding

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August 25, 2008 at 9:49 am by Cone

Like most parents, I am hitting the stores to buy new sneakers and clothes that fit my growing children and the needed school supplies to fill their backpacks. While on my journeys I have been surprised and disappointed by the lack of visible back-to-school cause promotions. In years past, Office Depot and Staples had almost identical cause promotions to gain competitive advantage while raising money for local schools. JCPenney, Target and other retailers strongly marketed their long-standing commitments to education during this time of intense shopping. Such efforts were a key factor in where I shopped.

 

There are a few programs out there right now (see below), but I really had to search for them proactively as companies are not investing in marketing their cause efforts. This is another sad acknowledgement of our depressed economy, as companies are responding to the cash- and credit constrained shopper with price cut messages. While I am not going to reiterate the findings of research (ours and others), I wish companies would remember that loyal consumer relationships are built on more than price alone. When product, price and quality is comparable, there are still many consumers who want a reason to shop at Store A versus B. Also, if you’ll notice below, there are ways to structure cause promotions that encourage repeat purchases and future savings, i.e.: gift cards, coupons, sweepstakes. It’s a dual benefit that consumers won’t pass up!

 

Here are the promotions that I noticed; if you see any others, please post!!!

 

• Clorox Healthy Classroom Heroes : Consumers can nominate teachers who have created a clean and tidy learning environment and inspired their students to adopt healthy habits. Clorox will give the teacher, school and parent a combined $30,000 of cash/products.

 

• Staples “Do Something 101” : Staples is partnering with the nonprofit DoSomething.org and American Idol winner Jordin Sparks to develop Do Something 101 , a national Back to School program in which teens will be encouraged to collect school supplies to support underserved children and drop them off at their local Staples store. Staples is also donating proceeds from the sale of its Easy Button , up to $1 million each year, to Boys & Girls Clubs of America.

• Levi’s and JCPenney:  Both companies have teamed up and pledged $100,000 for VH1’s Save the Music Foundation , which supports music programs in public schools by donating musical instruments. From July 27 through Aug. 2, Levi’s donated $5 from each customer who bought two pairs of Levi’s jeans at participating JCPenney stores or online. In return, customers received a $10 JCPenney gift card.

 

-Alison DaSilva, Executive Vice President

Tags: causebranding

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August 7, 2008 at 10:25 pm by Cone

An August 4 article in Ad Age ran the headline: 'Stick to skinny models for fat profits.'  The story covered a study by business professors at Villanova University and the College of New Jersey, where women who saw ads with thin models felt worse about themselves but better about the brands featured.

 

'The really interesting result we are seeing across multiple studies is that these thin models make women feel bad, but they like it.' The researchers go on to say that when the participants saw regular size models (more likely size 2 or 4 and not a size zero) they didn't feel bad, but their opinion of the brands were lower.

 

What is a marketer to do?

 

The dialogue about what is beauty and how it impacts women is in the early stages.  As a society we can thank Dove and its Campaign for Real Beauty for taking a stand on what we call an 'emergent issue' -- one that has not broken into the popular culture, indeed a cause that might not even be seen as one. Social issues in the early stages are fascinating arenas within which to play. Companies and brands that take on something very new, have a clear horizon to mold the discussion, bring partners together to build a dialogue and engage stakeholders in fresh ways. It takes a long view to align with an emergent issue, as well as courage and conviction.

 

Dove has been bold in its communications and has stirred the pot regarding beauty.  Bravo. Yet now, a few years into the campaign, the road gets tougher as evidenced by the research described in the Ad Age story. Dove will need to continue to go beyond often stunning communications to make a true impact on women, especially young girls.  Awareness and questioning about real beauty is an important step, but the next one, changing attitudes and behavior, so women feel better about regular sized models AND themselves, has a long way to go.

 

Don't give up Dove.  The journey is just beginning.

 

Carol

Tags: causebranding

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May 30, 2008 at 1:51 pm by Cone

Cause marketing is ubiquitous.  It’s no longer a nice-to-do, it’s a have-to-do, as we often say.  Yet, as companies hop on the bandwagon in an increasingly crowded space, why, we implore you, are so few measuring their efforts? 

 

As Ad Age points out this week in “ Yes, There Is an ROI for Doing Good ,” “While the cynical outlook, repeated endlessly across the blogosphere, is that cause marketing is all about making money, perhaps the more mature, post-cynical outlook is, yes, of course it is, and, well, it should be.”

 

We know successful cause programs deliver on both the business and social promises they make, but it continues to be surprising that companies, even major brands, may rely on little more than instincts and estimates to determine whether a program is effective.

 

As the cause space becomes increasingly competitive and with the threat of an unstable economy looming over us, CFOs will be tightening their grips on earmarked funds.  So, companies must prove their cause initiatives are paying off now and in the future.  Through Cone’s Social Business Return Indicator, our approach to calculating the bottom-line social and business returns from cause initiatives, we offer some practical advice for effective measurement:

 

Start early: Don’t wait until your cause program is underway to start worrying about calculating its return.  Think about measures for success as soon as possible to ensure the proper systems are in place for collecting the right information. 

 

Focus on the bottom line: What’s most important to a company?  Increased revenues and reduced costs.  If your cause program doesn’t impact either, it will be challenged throughout your organization and will never be regarded as critical to the company.

 

Drive and measure the social bottom line: Whatever your cause, the program ultimately needs to impact the issue you choose to champion.  It’s the degree to which monies donated, hours volunteered, etc. improve the cause that drives the social bottom line.

 

Don’t be afraid to rethink your strategy: The beauty of measurement is that it acts like a crystal ball.  If the glimpse into the future isn’t all you hoped it would be, reallocate time and money to the programs that are most effective.

This insights brief is part of Cone's weekly roundup of cause, corporate responsibility, philanthropy and volunteerism news.  To subscribe, please email skerkian@coneinc.com

Tags: causebranding

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May 9, 2008 at 10:07 am by Knowledge Leadership

 

Some of the world’s most high-profile cause efforts are under the media microscope this week.  Ad Age discusses the scrutiny Unilever and P&G face as a result of their highly visible support of social and environmental issues.  The article notes, “No good deed goes entirely unpunished; high-profile stances on social causes can have unintended consequences; and the water is getting pretty murky as ‘ethical marketing’ encourages consumers and activists to delve into corporate policies in even-greater detail.” 

 

This is not news to Dove, who, in a startling account in another Ad Age story , is accused of professionally airbrushing the so-called “real” women in its Campaign for Real Beauty.  Unilever and the photographer deny this claim , but it is a blatant reminder that when you take a stand in a highly visible way, there is no room for error. 

 

The companies who are truly “walking the talk” will examine all of their business practices to ensure they are aligned with their values, and they understand that only through transparency and authentic engagement with even the most virulent stakeholders can they truly advance the social or environmental agenda.  Those whose practices are found to be inconsistent with their messages will answer to consumers in the court of public opinion.

 

This insights brief is part of Cone's weekly roundup of cause, corporate responsibility, philanthropy and volunteerism news.  To subscribe, please email skerkian@coneinc.com

Tags: causebranding

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April 29, 2008 at 4:34 pm by Cone

'How do you say 'couch' in Spanish?'

 

'Now it's time for the big reveal. I can't wait to hear what they say about this extreme room makeover.'

 

'Eeew. I can't tell if that's jello or... something else.'

 

These are just some of the sounds of volunteering. Or, I should say, of a team of enthusiastic Coneheads volunteering at our local Head Start. Yes, the very same Head Start that has been supported by our client, PNC Financial Services Group, as part of PNC Grow Up Great, a celebrated 10-year, $100 million investment in preparing young children for school and for life.

 

Grow Up Great, a benchmark public/private partnership, leverages PNC’s corporate and philanthropic assets to advocate for a poorly understood but critical economic issue: school readiness. Studies show a $7 - $16 return on every $1 invested in early education, with savings felt in welfare, special education, and the criminal justice system. Recognizing that learning in a child's early years is essential for long-term success, PNC provides leadership, advocacy, funding, tools, and volunteers to help educate parents, caregivers, and communities on preparing children to enter school ready to learn.

read more...

Tags: causebranding

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April 4, 2008 at 10:45 am by Knowledge Leadership

It seems there are few areas of our society that have not been permeated by reality television, and this holds true for philanthropy and cause awareness.  “American Idol” gave back; even Oprah’s giving big in primetime.  And though the debate over whether so-called “philanthro-tainment” helps or hinders the field, the latest example is giving us a headache.  While these efforts may be effective in bringing social issues and the notion of philanthropy to mainstream America, in certain instances we can’t help but question their approach and substance.  If there is any doubt that reality television has, at the very least, a questionable role in the world of cause awareness and philanthropy, this recent promotion should put that to rest.

 

Last weekend, Reality Cares, an organization founded and supported by representatives of the reality television industry to raise funds and awareness for an array of issues, partnered with SUNSTYLE tanning studio in West Hollywood to host its “Tan for a Cause” event.  Leading reality stars from shows like “American Idol,” “Project Runway” and “The Amazing Race” “[got their] tan on” to raise awareness for a nonprofit that mentors at-risk youth through extreme sports.

 

In the nearly six minutes of red carpet coverage on Access Hollywood’s site , we caught only a single mention of the nonprofit organization, Stoked Mentoring, by name, and never did the attendees or the host explain how, or whether, any funds were being raised for the cause.  We talk a lot about authenticity here at Cone.  When a cause-related event centers on an arguably dangerous practice and is more about pseudo-celebs strutting their stuff on the red carpet than raising awareness for the cause, we say it’s time for a reality check. 

 

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .  

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March 28, 2008 at 3:44 pm by Knowledge Leadership

A tongue-in-cheek editorial in the Pittsburgh Post-Gazette takes a critical look at the myriad health-related observances (awareness months, weeks and days) that crowd the calendar with opportunities to draw attention to a cause.  They are so pervasive, the writer argues, that “almost nobody is aware of anything.”  He points to a web listing of health-related observances in which a dozen and a half are associated with this month alone.   

 

What the columnist neglects to discuss, however, is that when these occasions are executed well, they provide context, structure and immeasurable opportunities for raising funds, building awareness or changing policy.  We need only think of October, an entire month virtually synonymous with breast cancer awareness, or National Wear Red Day, when the country is awash in a scarlet sea, to realize the power an awareness observance can have to rally the nation around an important issue.  The media, influentials and the public alike take notice.  However, as Earth Day approaches and environmental releases and announcements flood journalists’ inboxes nationwide, the point, that an awareness occasion in and of itself is not a sufficient news peg, is well-taken.

 

Companies and nonprofits must add new and meaningful content to the dialogue, as well as provide a relevant call-to-action, to engage and inspire constituents before hitting send on the press release.  And please, don’t wrap yourself in a green flag without the substance to back it up.

 

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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February 15, 2008 at 8:19 pm by Cone

Ad Age is one of my requisite weekly reads.  I am constantly searching for the latest in the marketing arena that is cutting edge, as well as the weekly news.  I always read the CMO-bylined column to see what wisdom is being shared.

 

One recent column stopped me dead in my tracks. It was six areas to pay attention to as our economy continues to rock and roll.  Some of the guidance was standard:  adapt your brand so there is some innovation; don't focus on promotion, but still plan for the longer view.  But the sixth area was surprising: Do Well by Doing Good. 

 

Avi Dan, the writer, went on to say, 'People tend to vote for a brand with a social conscience, and smart CMO's will incorporate social responsibility programs into the fabric of their marketing activity.'

 

Wow. How amazing to have a CMO strategy column concurring with what we have been saying for 2+ decades.  Linking companies and their brands with causes (I believe Mr. Dan was talking about cause alignments, not operational CSR) has become a mainstream attribute that marketers must embrace. He went on to say that 'respect for the environment, helping fight AIDS in Africa and rebuilding New Orleans are AS IMPORTANT AS A GREAT AD CAMPAIGN in shaping brand image.' (My emphasis, not his.)

 

This is great advice for a CMO, but a bit of caution here.  Linking with a cause must be authentic.  The level of strategy applied to a company's overall marketing should be replicated with the same amount of thoughtfulness towards adopting a cause.  A great way to do this is create a cross-functional senior executive team of individuals -- marketing, human resources, communications, company foundation, operations, manufacturing, chief executive's office, research, finance...even legal...to deeply analyze the why's, how's and where this should go.  This team should be led by a CIO -- what we call a Chief Integration Officer -- an experienced executive who has cross functional relationships and access to the CEO, someone who can bring all the elements of the company together to create and execute a cause program of substance.

 

When all the senior parties believe that a company has not just an obligation, but a true benefit in embracing social issues that are in alignment with the brand and the business and that are thoughtfully planned and executed, a company can develop substantive programs achieving results that truly add long term value to the brand.

 

-Carol

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February 11, 2008 at 9:00 am by Kristian

 

Ladies, forget how you feel about others. How do you feel about yourself?

 

This is just one of the many compelling questions posed by the widely discussed, heralded and - at times - reviled Dove Campaign for Real Beauty .  Aimed at “changing the status quo and offering in its place a broader, healthier, more democratic view of beauty,” the initiative has taken a stand on an emergent issue - self esteem - that for some would not have been classified as critical and connected with women in an emotional, visceral way. The genius of this work is its power to simultaneously encapsulate the private insecurities, public frustrations, past embarrassments and future aspirations of the company’s female audience.

 

In the January issue of Contribute magazine, Carol and I authored a piece that discusses the rise of women's esteem as a cause. Click here to read on and share your comments below to join the discussion.

 

- Kristian

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February 8, 2008 at 12:05 pm by Knowledge Leadership

Pardon the pun, but we’re seeing red.  The critics of the (PRODUCT) RED campaign in “ Bottom Line for (Red) ” in the New York Times this week seem to misunderstand the concept of cause-related marketing.  They imply that consumers must choose between supporting a social issue through a donation or with a cause-related purchase. 

Charitable activity, in any form, is not a zero-sum game.  Those who buy (RED) products are not doing so in lieu of signing a check.  They are not buying a red t-shirt or laptop solely to fulfill their civic duty or some moral obligation.  They are buying a red t-shirt or laptop, frankly, because they need clothes or a computer, and the fact that a portion of the price goes to support a global cause is a value-add.  Let’s be clear:  cause marketing is not philanthropy (the repurposing of existing wealth); the intent is to create new wealth for both partners. 

 

Which leads the critics to further cite imbalances between the companies’ advertising expenditures and the amount donated.  The good the companies are receiving, in other words, is greater than the good they are giving.  While transparency, accountability and balance are critical, this view neglects to acknowledge the benefits of a highly visible campaign, above and beyond the money.  The awareness built around this issue as a result of (RED) is immeasurable, and it may even attract those people who otherwise would not give.  Cone’s research has shown that more than three-quarters of Americans have a more positive image of a nonprofit organization involved in a partnership with a company and are more likely to support it.  In fact, 70 percent are more likely to donate money to that charity as a result. 

 

The (RED) campaign is satisfying consumers’ desire to engage in “conscientious cool” shopping, it provides companies with an opportunity to demonstrate their support of an issue, while--gasp--still marketing their brands, and it has raised funds and awareness for a critical issue.  Cause marketing will not “solve” this health epidemic, nor will pure philanthropy cure the world’s ills, but companies and nonprofits must continue to seek innovative models for change to make any progress at all.  According to an official at the Global Fund cited in the article, (RED)’s more than $59 million in contributions has “allowed the fund to divert money to programs in 136 other countries and to increase its visibility.”  All for the price of a t-shirt?  Sounds like a smart investment to us.

 

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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January 30, 2008 at 4:24 pm by Cone

Carol recently broke bread with friend and colleague Andy Beaupre who shared some of the highlights of their discussion over on his own blog .  Though we so often think of cause branding as consumer-facing, it has a growing role in the B2B space as well, particularly as more and more companies are requiring their suppliers to demonstrate their own commitment to cause and corporate responsibility.  The tips he compiled based on Carol's insights, however, are applicable no matter the industry.

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January 29, 2008 at 3:58 pm by Kristian

The First Seven Years...

As 2008 and all of its infinite possibility dawns upon us, the desire to know what lies ahead can be all-consuming. One of the most effective ways I have found to plan for the future is to look back at recent history as market forces, major events and macro trends often reliably shape things to come.

Incredible change has transpired in just seven short years. And, as such, the new millennium is a great starting point to examine and prepare for shifts in business, nonprofit and individual interpretations of cause. Following is a brief overview of what I believe are some of the most influential happenings that continue to reverberate and will likely impact society and the industry tomorrow.

2001 – Think Glocal, Act Glocal: At the beginning of the century, homeland security and the growing imbalance between rich and poor nations topped public priorities. September 11th brought about sentiment change towards issues “at home” as we marched towards war. 9/11 gave "unprecedented universal concern" a new meaning. From this, a true balance of domestic and foreign societal needs re-emerged as a top priority for donors.

2002 – Protect and Serve: A sluggish economy, paired with new restrictions on philanthropic investments to eradicate direct or indirect support of potential terrorist organizations contributed to intense scrutiny of the end-use of charitable contributions. From this, a new crop of policy specialists and regulatory consultants emerged, as well as new demands for accountability from historically “hands off” donors.

2003 – Anytime, Anywhere, Anyone: Spurred by a remarkable shift in general public confidence in online giving and a huge upsurge in electronic charitable appeals, e-giving surged in 2003. Many groups posted double- and triple-digit percentage gains and wide-spread NGO acceptance that the web is a tool for much more than one-way communications.

2004 – Org. or Inc.?: With corporate cause branding more than two decades old, nonprofits respond in-kind creating new, focused mass appeals meant to encourage corporate donors to fund strategic concerns of the organization, versus targeting gifts based on corporate priorities. Race for the Cure, Go Red for Women and Thanks and Giving lead the way.

2005 – Socially-Funded Security: Natural disasters cause record-breaking need. On the heals of the Asian Tsunami, the Pakistani earthquake and Hurricane Katrina is destruction and suffering that exceeds governmental humanitarian capacity. The impact of personal and corporate responsibility transcends and changes viewpoints on the role of governments as the sole and/or ultimate caretaker.

2006 – The Have Nots: After more than a year of the international media broadcasting unfathomable living conditions and stories of survival in the face of disaster, attention migrates to those who have not been affected by a single disaster, but rather a desperate strife that has lasted for decades. Africa aid efforts such as YouthAids and The One Campaign are joined by Product (RED) in their fight to shed light and hope on a continent in crisis.

2007 – PhilanthropreNation: User-generated giving surges. Whether the world’s wealthiest “philanthropreneurs” are alleviating suffering while making a profit or ordinary individuals are signing micro-loans to villagers halfway around the world through Kiva.org, self-directed and co-created giving soar. This “doing it my way” philosophy leads to ground-breaking social solutions in some cases, as well as questionable duplication of efforts in others.

It is amazing what change a few years can bring – technology proliferation, personalization, skepticism, accountability, entrepreneurialism, ROI demands, globalization, and above all, incredible compassion. This window to the recent past is opening up to show a glimmer of some of the incredible things that lie ahead. As you have insights to the past, present or future, please share to help continue to advance the field.

- Kristian

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January 23, 2008 at 3:22 pm by

In the spirit of adding to our list of trends for 2008 , we reached out to fellow bloggers Joe Waters of Selfish Giving and Katya Andresen of Network for Good , who were kind enough to share with us their predictions for the year in the world of cause marketing/branding, nonprofits and corporate-nonprofit partnerships. Please comment with your insights if you wish!

Katya shares her thoughts here , and Joe offers up his views below:

1) What do you see as the most significant cause-related trends facing companies and nonprofits in 2008?
Companies of all sizes are increasingly making cause marketing part of their marketing mix.  Nonprofits are looking to cause marketing to diversify their funding and build their brands.  In 2008, you’ll see more companies and nonprofits in search of more education and direction on developing effective and transparent cause marketing programs.  This will be particularly evident with small- and medium-sized businesses and nonprofits, which are a huge growth area for cause marketing.

2) Which cause-related trends do you think will slow or fade away in 2008?
Cause marketing’s long honeymoon is over.  Transparency, ROI, accountability, regulation and relevance will rule the day.

3) What role do you think the slowing economy will play in corporate and consumer giving in 2008?
On the corporate side, you’ll see more companies insisting on a ROI for their cause marketing efforts.  If companies are going to make the extra effort to execute cause marketing programs instead of taking the easier, cheaper route of making a donation, they’ll want to measure the impact for everyone involved.  On the consumer side, tighter wallets and uneasiness with cause marketing will mean fewer dollars for charities.

4) What social issues/causes do you believe will emerge/grow in 2008?
“Green causes” will continue to be the rage in 2008.  More significantly for cause marketers, some businesses will drop their support for traditional health causes (breast cancer, heart, etc.) in favor of more trendy environmental cause marketing campaigns.

5) What do you foresee as the most significant challenges in the cause branding, nonprofit and/or corporate-nonprofit partnership spaces in the coming year?
When buying cause marketing products and services, a lot more consumers will be asking how much of their purchase is going to the charity.  Consumers will want more details and, in some instances, are not going to like what they hear.  Educating consumers about cause marketing, how it works and managing expectations will be very challenging.

Differentiation is also going to be a challenge. As consumers become more cause marketing-savvy, it’s going to be more difficult for nonprofits and cause marketing campaigns to stand out from the other campaigns. Campaigns will need to make the case for “why make this purchase now.”

-Caryn B. Lazaroff, Senior Insights Associate

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January 22, 2008 at 9:43 am by Knowledge Leadership

We’re seeing lots of action by nonprofits recently as they realize the importance of evolving their campaigns and positioning to keep their programs fresh and relevant.  The American Heart Association (AHA) kicked-off its Start! Challenge this month to continue to build on the momentum of the award-winning Start! campaign a year after its initial launch.  With a media tour featuring Donny Osmond, an online reality challenge, interactive tools for personal lifestyle change and connection to the new Start! American Heart Walk, the AHA aims to continue inspiring Americans to live healthier, more active lives.

 

The March of Dimes also announced this week that it is renaming its largest fundraising event, Walk America, to March for Babies in hopes of broadening public awareness about what the organization stands for.  Research showed that while people found the March of Dimes to be trustworthy and credible, fewer than half actually knew its mission. 

 

Finally, the United Negro College Fund has announced a rebranding campaign in which it will play down its full name and move toward its initials, UNCF.  The shift is intended to address the alienation the organization’s name causes for some today, while at the same time, maintain its long history and brand equity.  The organization will also reveal an updated logo, but will retain its long-time slogan, “A Mind is a Terrible Thing to Waste.”   

Each example highlights the need for innovation, one of Cone’s best practices for Cause Branding.  True cause leaders constantly evolve their programs to add energy, new engagement opportunities and content in order to remain relevant with existing stakeholders, to connect with new audiences and to ensure a sustainable program, without losing sight of their original mission, objectives and identity.

 

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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January 8, 2008 at 11:42 am by

Why is there still a disconnect between what executives are saying—that their companies need to be good corporate citizens—and what they are actually doing? 

According to BCCCC’s 2007 State of Corporate Citizenship Survey , while 62% of executives say that corporate citizenship is part of their business strategy, only 39% say they actually incorporate citizenship into their business planning process, and only 25% have a dedicated team or staff member to work on citizenship issues.

What will it take to move the C-suite from attitude to action?

Shouldn’t the increasing pressure from consumers and other key stakeholders be enough to inspire them to dedicate money, time and people to make “doing good” a business objective in itself? After all, according to Cone’s latest research , the majority of Americans will:

• Switch from one product to another (price and quality being equal) if the other product is associated with a good cause
• Consider a company’s commitment to social issues when deciding which companies they want to see doing business in their communities, where to work and which stocks or mutual funds to invest in
• Punish companies with negative business practices by switching to other company’s products or services, consider selling investments in a company’s stock, refusing to work at a company and speaking out against a company among family and friends

These executives obviously need more; to become part of business strategy, corporate citizenship, cause, philanthropy—whatever you call it—“doing good,” let’s say—must deliver business value.  Making any business decision requires a certain value proposition.  And predicting value requires data, numbers, results.  Executives need MEASUREMENT.

When I was an investment banker working with CEOs and CFOs, we built financial models to substantiate our case for why a potential acquisition or merger made sense.  We ran scenarios and used financial analytics to back up our counsel. In business, the bottom line matters.

Now, as a communications and brand strategy associate working with CEOs and CFOs on their cause initiatives, we measure the impact and bottom line outcomes of cause-related initiatives with our new service, the Cone Social/Business Return Indicator(sm).   Because the bottom line still matters.  Executives need data, numbers, results to build the business case for why investing in a social issue and partnering with nonprofits makes sense.  They need MEASUREMENT. They need ROI.

Corporate giving and investments in cause-related initiatives are still on the rise, accelerating beyond the $12.72 billion mark as of this year (Giving USA 2007).  Yet, given the results from BCCCC, much of this “doing good” activity is not part of what executives consider when they are actually making their long term decisions.  Imagine how much more and how much better corporate investments in cause would be if executives actually had the bottom line data to prioritize “doing good” among all of their other business objectives.  Maybe they will actually get it (and give it) then.

~Caryn B. Lazaroff, Senior Insights Associate

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January 3, 2008 at 2:40 pm by Alison

Now that we are all relaxed after a long holiday break (except for those who have children like I do), many of us are trying to prioritize our work for the year.  Here are a few of my own thoughts regarding what we will see in 2008:

1.    Increased Expectations of Companies: As consumers’ purse strings tighten, they will expect more from companies, i.e., to both give back and to provide consumers with opportunities to shop with a conscience.
2.    Substance (with Sizzle) Will Prevail: Consumers will pressure companies to support issues beyond short-term, one-off promotions and will spur backlash against companies with insincere initiatives.
3.    Demand for Information and Relevance: Consumers will continue to pose questions before deciding if a cause tie-in will impact their purchasing:
     - What impact am I having with my purchase?
     - Will I see the benefit directly or indirectly? 
     - How is this cause or campaign relevant to me?
     - Is this company “walking the talk?”
4.    Alignment: Companies will support issues more closely aligned with their businesses, such as environment, economic empowerment and workforce training. They will utilize their scale, operations and assets for greater impact.
5.    Less Distinction Between Cause and Corporate Responsibility: As more companies align their philanthropy with their business needs, consumers will increasingly blur the line between a company’s responsible business practices and its support of causes.
6.    B2B Involvement: More business-to-business companies will realize they too have to support causes in a big, bold way as others beyond consumers (employees, investors, suppliers) are demanding more.
7.    Demonstrated ROI: Companies will seek (and actually commit time and money) to quantify the business and social returns on their cause-related investments.
8.    Increased Regulation: Government will provide guidelines and/or begin to regulate cause-related marketing and environmental messages and claims.
9.    Increased Interest in SRI: Socially responsible investing will become even more mainstream.
10. More and Instantaneous Communication:   We will see more cause-related advertising, social networking and instant communication about what companies are doing and the impact they and their stakeholders are having.

Well, these thoughts are hardly from a crystal ball, but I always find it helpful to start the year with reflection on what is to come. Happy New Year!

-Alison

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December 26, 2007 at 9:26 am by Cone

Cone recently wrote its first byline, " What do you stand for? ," for Contribute Magazine , a new New York City-based publication geared toward all things philanthropic.  Contribute soon will expand its reach to other U.S. markets, and, just this month announced its partnership with MSNBC.com to co-distribute content on its Giving site to host polls, offer surveys and showcase other interactive tools.

Carol Cone authored this piece, and moving forward she will be joined by various Cone colleagues to offer insights on trends, research and new causes and campaigns, as well as to share "how to" counsel.

Future themes will include exciting content such as: Women & Philanthropy, Wizards of Wall Street and Youth/Social Entrepreneurs. 

Please stay tuned for our January/February installment.

-Caryn B. Lazaroff, Senior Insights Associate

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December 21, 2007 at 11:25 am by Knowledge Leadership

Given the proliferation of cause-related marketing campaigns (also referred to as “embedded giving”) and the resulting media coverage , it is no surprise that Senator Robert Menendez of New Jersey is introducing federal legislation that will require companies to inform consumers how their money is being used, as well as to notify nonprofits that their names are being associated with the campaign.  A nonprofit’s implied endorsement of a product raises certain issues around deceptive advertising and marketing practices, and in fact, many states have existing disclosure regulations for such commercial co-venture promotions.

In general, an advertisement complies with these regulations if it includes the following items:

• Name of commercial co-venturer
• Name of charity(s)
• Percentage of money donated to the charity(s)
• Timeframe for the promotion
• Statement of charitable purpose
• Maximum amount of donation (if applicable)
• Toll-free number for more information about the program and the charity

However, in states where these regulations do exist, they are often unenforced.  The recent open dialogue surrounding disclosure is critical to the evolution of cause, as it will continue to raise the bar for companies and nonprofits to develop more substantive, long-term programs that deeply impact a social issue.  Measurement and transparency are essential to encourage corporations and nonprofits to be more accountable, and uniform parameters will respect consumers’ sensibilities and ultimately increase their trust.  However, there is a fine line that must be acknowledged because unreasonable restrictions may dissuade well-meaning programs and impede the resulting benefits. 

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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December 14, 2007 at 3:05 pm by Cone

An article in the New York Times this week took a critical look at “embedded giving,” or a form of what we call cause marketing.  It discusses how nonprofit experts are increasingly wary of the practice of embedding donations into product purchases because such giving is often quite vague and difficult to regulate.  The Attorneys General in more than a dozen states require companies and/or their nonprofit partners to register a cause promotion and disclose all relevant information to protect consumers against potential scams.  However, in a severe example, the article points out that some charitable organizations, such as those featured as beneficiaries in the recent Barneys “Give Good Green” catalogue, were not even aware they were listed.  One of the greatest potential pitfalls of a cause marketing program is ambiguity, and companies that promote an association with a cause or nonprofit as a marketing ploy, without details about the commitment, are rightly criticized. 

Yet, for all the companies capitalizing on a nonprofit's name and reputation just to sell products, there are many companies doing the legwork to develop legitimate collaborations in which everyone—the company, the nonprofit and society—benefits.  Companies that work diligently to establish strategic, authentic corporate-nonprofit partnerships will be rewarded with a mutually beneficial relationship that meets the business goals and objectives of both partners.  Each partner can also rest assured that its mission and brand will be protected, and ultimately, enhanced, as a result.  To guide corporations and nonprofits in their relationship development, Cone has developed a Partnership Bill of Rights, more detail about which can be found on our blog .

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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December 10, 2007 at 3:36 pm by Kristian

As we approach the close of the year and look to what’s in store for in 2008, a mega trend that will continue to permeate the cause space is the move from transactional relationships to true partnerships. In this, partnership can and will be defined as a mutually beneficial and respectful relationship that meets the business goals and objectives of both partners while protecting and enhancing the overall mission of each brand. As you make resolutions to forge longer, stronger partnerships, here is a tool from my bag of tricks to help you get there:

Partnership Bill of Rights

As a corporate partner, you ask your nonprofit partner to:

• Value you as a partner in achieving your shared mission
• Work together to drive positive social and business impacts
• Build a relationship with you as a key member of your team
• Respect and protect the integrity of your brand
• Recognize your capabilities and capitalize on them
• Remain open to creating new solutions to shared challenges
• Cultivate direct and constructive communication
• Publicly recognize your commitment and societal impact
• Establish realistic expectations and deadlines
• Give you the tools and information you need to be successful

And as a nonprofit partner, you ask your corporate partners to:

• Value you as a partner in achieving your shared mission
• Work together to drive positive social and business impacts
• Strive to build a relationship that exceeds your expectations
• Respect and protect the integrity of your brand
• Engage you in ongoing, meaningful and honest dialogue
• Share responsibility for the success of your relationship
• Provide you with a talented, creative and experienced team
• Do what it takes to meet your key objectives
• Set realistic expectations and deadlines
• Publicly recognize your commitment

Use this as a starting point for your planning conversations in the new year and customize your own. Work to track your progress against the Bill of Rights. And, let me know if you haven’t seen improvement this time next year!

- Kristian

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December 5, 2007 at 12:51 pm by Alison

I am a huge fan of Dove's Campaign for Real Beauty. I find it refreshing that the campaign is meant to challenge stereotypes, "to celebrate the diverse, the healthy, the real, the truly beautiful."  The Dove Self Esteem Fund backs up the advertising campaign and demonstrates the brand’s sincere commitment to building self-esteem in young girls.  The Fund raises money and awareness through forums, workshops and global research.  They have even sponsored a program at Harvard University. I have been buying more Dove products over the last year, and I can’t help but wonder what influence its campaign has had on my decisions.

 

All that said, Dove has received significant backlash recently because its parent company, Unilever, also owns Axe, the top selling male body spray whose advertising depicts women as primarily sexual objects.  These are two different brands, with their own identities and marketing plans. Neither brand is accountable to the other. However, Unilever is ultimately accountable for both.

 

As more and more brands are creating powerful cause-related campaigns that strike an emotional and relevant cord with their consumers, their parent companies – often those without a strong brand themselves – are trying to figure out what it means for them.  To some extent, the parent company receives a halo and accolades, even if it is not the catalyst or an active participant in the campaign.  In other cases, like with Unilever, it creates a new pressure, forcing the parent company to more clearly articulate what it “stands for” in the community and in regards to its responsible business practices.

Cone has worked with several multi-national manufacturing companies with diverse brand portfolios, and has a few best practices for parent companies to consider:

1. Clearly articulate your values to your brands and key external stakeholders. For internal audiences, provide guidelines and tangible examples of how to live those values in action regarding responsible business practices, marketing and communication, support of issues and other key areas
2. Assess your brands’ current cause-related activities to identify “common threads.”  What issues are supported? Who are the more common target beneficiaries?
3. Create an umbrella cause platform for your parent company based on what you (and your brands) want to “stand for.”  This umbrella will be somewhat broad – it may include several causes or it may focus on benefiting a certain group, such as children worldwide. This platform should be broad enough so that you can package most of your brands’ key programs underneath it. However, the platform should not be so broad that it is all things to all people, and hence, your brands will not understand what it means to them.
4. Conduct a risk assessment to see if there are any brands whose products or practices are in conflict with the cause platform (ala Axe). Address, rectify and/or create crisis prevention plans prior to launching the new platform.
5. Educate all the brands in your portfolio about your cause platform and how they may want to support it in their own ways.  Provide examples about how other brands are executing with success.  Consider providing some sort of incentive, such as additional grant dollars, if they create programs consistent with the new platform.
6. Recognize that you want to encourage your brands to be true to themselves and that not all will fit within your cause platform. Create key messages for your corporate office, brands and partners to use so that expectations are clear regarding your commitment and that of your brands.

Best in class is P&G’s “Live Learn and Thrive.”  Please visit the Web site to learn more!   

 

-Alison

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November 29, 2007 at 5:28 pm by Carol

As pioneers of the cause space for more than 25 years, we are invited to so many interesting conferences, client events, celebrations and conversations, we wanted to share some of them with you.  So we are introducing:  Conversations -- podcasts short and long, with individuals helping to shape ideas, campaigns, organizations and trends in this important area.

The first podcast episodes take place at the national Net Impact Conference, held recently in Nashville, Tenn. at Vanderbilt University. Over 1,800 socially conscious MBAs, early stage professionals and 200+ speakers gathered for 2+ days to learn, debate and share information and stories about their respective and collective journeys.  Hear from students, speakers, socially active businesses and Net Impact leadership.  Please listen with a gentle ear, as this is my first sojourn as a podcast journalist.  I so enjoyed the process and promise to get better as I interview more people, live and via the phone.

If you have an idea of someone for me to interview, let me know.

Enjoy, and if you like them, share our link with a friend.

-Carol

• Part 1: Interview with Liz Maw, Net Impact executive director, emerging Net Impact chapter leaders and the conference organizer

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November 23, 2007 at 9:00 am by Kristian

It will come as no surprise to corporate executives that “cause” has gone mainstream. We have seen evidence of this recently in our 2007 Cone Cause Evolution Survey , where a shocking 30 percent drop in “word of mouth communications about a product or company after hearing about a company's commitment to social issues” was reported.

One reason for this is the increasing number of cause campaigns that are not properly aligned and executed with corporate strategy. It is my opinion that in the same way we require authenticity, focus, credibility, interactivity and other business drivers from brand and product performance, we should also hold our cause investments accountable. When we do this, we can deliver programs that last and break through.

Two impactful frameworks for integrating cause and business that I have had success in developing and have observed move the needle with stakeholders (employees, consumers, the public at large, etc.) include:

Cause as an extension of the brand:

- Involves developing a signature cause program and outreach infrastructure

- Includes diverse engagement components such as volunteerism, grants and content communications

- Has a distinct marketing communications budget

- Uses public relations to support the issuance of grants and related activities

- Can achieve business results including corporate reputation, employee pride, stakeholder relations and permission to operate, while driving meaningful social impact

Great examples of this include: ConAgra Foods' Feeding Children Better and Crest Healthy Smiles .

Cause as part of the brand DNA:

- Incorporated into differentiation strategy emphasizing customer experience, building community and heart, connects with stakeholders on emotional levels

- Becomes a tangible demonstration of the brand promise, driving consumer experience and engagement

- Used as reference point to communicate human, emotional and inspirational brand messages

- Incorporated into overall marketing communications budget

- Can achieve business results including aforementioned, plus increased sales, customer loyalty, consumer switching/sales person overrule and consumer acquisition

Great and diverse examples here include efforts by: Whirlpool , Aldo and Ben & Jerry's .

Both frameworks have terrific merit and adopting either is sure to be an evolutionary process. No matter which is right for the business based on your goals, resources and institutional will, each forces an understanding of purpose, an integrated approach, diverse engagement options and the assignment of results – ultimately insurance that a program will be in line with the business, brand, and stakeholder expectations. And, when a corporate cause does that, it gets noticed.

- Kristian

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October 29, 2007 at 9:06 am by Carol

Kristian and I just returned from the annual PRSA (Public Relations Society of America) annual conference in Philadelphia . The 60th anniversary meeting was themed "Innovation. Collaboration. Influence."  It was packed with more than 3,500 professionals and aspiring professionals from around the world.  Both of us were speakers, in two of more than 100 sessions.

As I hadn't been to a PRSA conference in many years, I was struck with some key changes.  First--and what a breath of fresh air--there were more students than ever: 1,000+.  Some came on scholarship, many more paid their own way.  They were there to learn, to network and to simply have fun.  I chatted with a few who were so dedicated to the profession, loved communications and felt strongly about making the world a better place.

One young woman I met from Cal State Fullerton talked about participating in a recent Leukemia and Lymphoma walk, where she fundraised $3,000 to participate!  She was so proud--I could tell it meant so much to help her friends and community.  This young woman's efforts have been replicated by hundreds of thousands, even millions of millennials who through our research we have found to be the most socially conscious generation since WWII.

Kristian and my speeches were "sold out."  The corporate and NGO representatives in attendance were thirsting for best practices in strategic philanthropy and cause branding, as well as key ideas they could take back to their organizations and implement the very next day.  These professionals mirrored the spirit of the young woman from Cal State.  They wanted their organizations to do more to give back in an authentic and sustainable way, so they could clearly "stand for something" relevant and compelling.

What is so rewarding today is that more and more organizations recognize that cause branding is strategic and so powerful to support a variety of business objectives.

One of the conference's keynote speakers, Donna Brazile , Al Gore's former campaign manager and now a political strategist and commentator for multiple outlets including CNN, gave a compelling speech to inspire the thousands of communicators in attendance.  "Keep it real when you are communicating," she said.  "They can tell."

Authentic and sustainable cause programs, when executed well, do precisely that.

-Carol

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October 28, 2007 at 11:03 pm by Carol

She was so proud of her efforts.  I could tell it meant so much to help her friends and community. 

This young woman's efforts have been replicated by hundreds of thousands, even millions of millennials who through our research we have found to be the most socially conscious generation since WWII.

Kristian and my speeches were "sold" out.  We had a mix of corporate and ngo representatives who were thirsting for best practices in strategic philanthropy and cause branding, as well as key ideas they could take back to their organizations and implement the very next day. These professionals mirrored the young woman from Cal State.  They wanted their organizations to do more to give back in an authentic and sustained way, so the could clearly "stand for something" relevant and compelling.

What is so rewarding today is that more and more organizations recognize that cause branding is strategic and so powerful to support a variety of business objectives.

One of the conference's keynote speakers, Donna Brazile, Al Gore's former Chief of Staff and now a commentator for multiple outlets, including CNN, gave a compelling speech to inspire the thousands of communicators in attendance.  "Keep it real when you are communicating," she said.  "They can tell."

Authentic and sustainable cause programs when executed well, do precisely that.

 

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October 16, 2007 at 11:27 am by

The people who write for this blog want to change the world.  If we can help increase awareness or inspire action by sharing our words and ideas, or the best examples of what other people are doing, then we have done our little part to contribute to the greater good.

Bill Clinton wants to change the world as well.  But, his words and ideas do more than just contribute to the greater good – they literally reshape the way we are thinking about solving the problems that face the world.  And now he’s inviting people from all across the globe to join him, with the launch of an innovative new online project: MyCommitment.org .

For the third year in a row, President Clinton organized the Clinton Global Initiative , a festival of philanthropic and socially responsible investing that brings the world's most wealthy and powerful individuals together to make bold commitments that could truly change the world.

The focus is on four major issues: climate change, poverty, health and education.  Participants, who are invited, include heads of state, CEOs, billionaires and celebrities, along with nongovernmental organizations and underfunded activists who are looking for support.  Everyone is expected to make substantial commitments to one of the four areas of focus during the conference and those who do not follow through are not invited back. 

This year, in addition to the wealthy and powerful, President Clinton invited millions of average citizens to participate in the giving.  He did so by launching MyCommitment.org -- a place for individuals around the world to make their own concrete commitments, get feedback, and encourage others.  The site was inspired by President Clinton's travels around the world, seeing the contributions that leaders of large businesses/organizations and individuals alike were making in their own ways.  ( This concept was also the focus of his recent book, GIVING as well ).

The site was developed by the Clinton Foundation with EchoDitto , an innovative group of online strategists (who also happens to be friends of mine as well, and have worked on a number of projects with us at Cone).  In the first week, hundreds of individuals made significant commitments of time, skills, money, or other resources — 210,000 volunteer hours and $152,000 in pledged commitments as of last check. 

I spoke with Michael Silberman from EchoDitto about MyCommitment.org and the Clinton Foundation’s use of new media to engage people around the world.  Here are some highlights:

Q:  What's unique about MyCommitment.org?

A: What's unique is the fact that anyone can now participate in what was previously an activity reserved for the powerful or wealthy. Through MyCommitment.org, anyone can not only make their own specific commitment to help better the world, but they can also get feedback, inspiration, and support from others.

This also represents an incredible leap of faith in the public that other high-profile social change organizations and global institutions would be unwilling to take. But from our perspective, President Clinton and the Clinton Foundation clearly saw that they could multiply the impact of their work around the world by inviting individuals everywhere to join in with their own contributions of time, skills, money, or things.

Q: What are the three most exciting/interesting pledges people have made so far?

A: There are so many motivated people out there, being generous with their time and money.  Picking just three is difficult.  Here are four that demonstrate the diversity of the responses:

Casey Van Gorkom, Canada
I am a 16 year old high school student. Each month, I donate 40 dollars to World Vision. The money goes to a boy in Rwanda named Vedaste Muzika for his health care and education. It's what I can do right now, and I have always been told that if everyone does a little bit, we can accomplish anything.

Kacie Mixon, New Jersey
As President of my local PTA, my first action was to replace the gift wrapping fundraiser with globalgoodspartners.com, a fund raising effort for schools or groups where you can buy fair trade, hand made global goods, get funds for your groups while supporting world wide global health and women's rights! My community loves it and I am putting my beliefs into action.

Joan Bell, District Of Columbia
Pick up trash when walking the dog around the neighborhood!

K Bate, Illinois
These are programs in the US and CN where you take classes to learn about soil, plants, plant diseases, trees, and composting in exchange for your volunteer hours in community projects over the next year. I was involved in projects at historical sites, a prison, the farmers market, community gardens and many others where we seek to educate, protect, and beautify. In one project we composted huge amounts of 'waste' that would otherwise have gone in the landfill. Then we put the compost on the community garden which fed the local poor. Citizen Foresters plant trees, educate home owners and help with city-wide studies to show tree loss and the effects, and to bring together various groups (developers, landscapers, garden clubs, many others) to save urban trees.

Q: There are so many tools geared towards nonprofit organizations online - Facebook apps, Impact.Myspace , and now the new YouTube nonprofits program, as well as social change sites like Zaadz , Rethos , CoolPeopleCare and DoSomething (among others).  Is MyCommitment designed to stand out or add to what these spaces all offer?

A: One of the key features of mycommitment.org is it's searchable database of charities and volunteer opportunities, which is accomplished by leveraging the social web to feed in several different systems. In that sense, MyCommitment.org seeks to support and augment the work of existing nonprofits and charities.

We're also taking advantage of YouTube's new nonprofit program, as you noted.... and as the site grows and develops, I imagine, we will be seeking other ways to creatively participate in and harness the social web

MC is unique from existing offerings, however, in a few key ways:

1. Commitments are all specific and trackable so that they can be followed-up and recorded and we can together actually see the difference that we're making in the world

2. The Clinton Foundation has years of experience working on the global issues toward which individuals are making commitments.  So by making a commitment of time or money or skills or otherwise as part of this Clinton Global Initiative-sponsored program, you're doing it under a very powerful umbrella of expertise and joining a network of very intentional givers

If it is not clear from MyCommitment.org, let me tell you.  The Clinton Foundation has done more than dip it’s toe into the exciting world of social media, and has clearly demonstrated a commitment to engaging the audience that few, if any, foundations are willing to match at this point.  All organizations, regardless of their mission, can learn a lot from this effort.  Stay tuned. 

And in the meantime, make your own commitment today – www.MyCommitment.org .

-- Brian Reich, Director of New Media

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October 5, 2007 at 11:48 am by Knowledge Leadership

Every October I do a lot of media interviews about “pink.”   So, I thought I would take some time to talk about how we think about a month that is saturated with corporations, nonprofits and individuals raising money and awareness for breast cancer.

This is still an important and relevant issue that people want to support.  It’s just that in the age of what we at Cone call “Ribbonization,” it’s more important than ever to differentiate your brand in a way that is authentic and connects with your consumer.

I am still amazed at how many marketers and brands are not listening to their consumers in order to reach them in an emotional and relevant way.  When it comes to cause, this is an absolute in our world today.

Consumers are smart and have high expectations.  When we talk about reaching them with respect to cause, we believe you need to meet your consumers where they are by providing and communicating different levels of cause engagement.

So, in a world where cause has gone mainstream, you need to provide what we call a Spectrum of Engagement for stakeholders seeking various levels of engagement.  At the end of the day, isn’t the overall goal to educate and engage them on an issue or cause inspiring a change in behavior?

As consumers think about getting involved, they consider three things:
1. Time commitment
2. Financial commitment
3. Emotional commitment

So, you need to give them choices based on this...

From a low commitment like purchasing a pink soup can (single use, small financial investment), to a higher engagement such as the American Express Members Project, to donating hair for Pantene’s Beautiful Lengths program, to walking for Start! , to rebuilding homes for Habitat after Hurricane Katrina (huge time, financial and emotional commitment).

The thing I love about the Hamilton Beech/AHA red blender that you can purchase to support the American Heart Association’s Go Red for Women campaign is that it is an everyday reminder that lands in a woman’s kitchen.  How could you not think about the fact that you need to be heart healthy since heart disease is the No. 1 killer of women in this country?  It’s a gentle reminder everyday to take care of yourself.

This is not just about awareness but behavior change.  It’s about providing opportunities for consumers to personally EXPERIENCE your brand with a cause they about.

Bottom line:

1. It is important that you give consumers choices to engage.

2. Your consumers should feel good about their purchase decisions and know they are part of something that really matters.

3. Make sure they know they are making a difference through their involvement.

-Julia  

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September 28, 2007 at 10:49 am by Knowledge Leadership

There has been a lot of discussion recently about the increasing saturation of cause-related programs in the marketplace (at Cone, we refer to this as the “Ribbonization of America").  As we approach the beginning of October--when it seems that every magazine and retailer is awash in a sea of pink ribbons to promote National Breast Cancer Awareness Month --we ask, how do you cut through the cause clutter?  Fortunately, as a panelist on yesterday's Advertising Week "Brand Pink" panel pointed out, the growing saturation of cause programs is paralleled by an increasing number of socially-conscious consumers.  It's a case of supply meets demand: the competition is increasing, but so too is the potential audience.  By tailoring a program to meet the needs and demands of your audience, there are still many opportunities to break through.  However, today's savvy consumers are asking tough questions about how much money is donated, what it supports and how the company behaves in other ways.  A ribbon of any color will only stand out if it marks an authentic, sustainable, transparent and well-communicated cause program.

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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September 21, 2007 at 3:17 pm by Kristian

It’s been roughly 15 years since Cone first coined the term Cause Branding.  Carol tells the tale of having originally thought “passion branding” would sum up the type of work the agency was doing with Avon in creating The World Wide Fund for Women’s Health and then the Reebok Human Rights Awards .  Certainly, what they were doing was deeper than traditional cause-related marketing.  It was long-term, integrated into the business and had a seat at senior executive decision-making tables.  It could drive reputation, recruitment, morale, retention and sales, as well as raise funds, create awareness and foster behavior change.

Subsequently, Cone defined Cause Branding as: a business strategy that helps an organization stand for a social issue(s) to gain significant bottom line and social impacts while making an emotional and relevant connection to stakeholders.

And, the team went on to identify steps to building a successful Cause Branding program .  In essence, they are:

1. Focus: select a cause that is aligned with your goals
2. Be proactive: first commit to a cause, then pick your partners
3. Integrate: put all your assets to work, especially your employees/volunteers
4. Activate: communicate through every possible channel

From this definition and institutionalized process, Cone has partnered with some visionary companies to introduce signature Cause Branding programs like ConAgra’s Feeding Children Better , Microsoft Unlimited Potential and PNC Bank’s Grow Up Great .  Each has served as a positive catalyst for change for the businesses, their employees, communities and beneficiaries.

Fortunately, use of the Cause Branding term and practice has spread- a healthy percentage of Fortune 500 companies have at least one signature Cause Branding program today.  And, the benefits of focusing corporate assets to make a greater social and business impact are well understood.  As the market matures, new offshoots from Cause Branding are emerging.  One of the most prominent of these is Cause Branding for nonprofits.

Because the business of the nonprofit is, in itself, cause, we altered the definition to fit their needs.  We found the process, however, to be surprisingly similar.  Specifically, we define Nonprofit Cause Branding as a business strategy that aligns the communication resources, development activities and mission-based services of an organization to generate brand equity, funds and social impact.

It’s quite simple really.  Rather than supporting divergent fundraising, communications and programs, nonprofits are following the "focus, be proactive, integrate and activate" mantra to help better connect with audiences and yield greater returns.

Our work with the American Heart Association on its signature cause campaigns: Go Red for Women , The Alliance for A Healthier Generation , Power to End Stroke and Start! provides some great case studies for how Cause Branding can work for a nonprofit.
If you have examples of Cause Branding excellence or innovations in your work, please share them.  Let’s learn from each other as we all work to advance the field.

-Kristian

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September 14, 2007 at 11:19 am by Knowledge Leadership

There was a lot of buzz around new research this week about Generation Y's passion in helping the world become a better place. A study from Alloy finds this year’s returning college class is more socially conscious than ever.  Since these are the future employees, consumers (wielding more than $198 billion in spending power) and even ardent activists, corporations should take notice.  As Cone’s Millennial Cause Study found last year, this generation will reward and punish companies based on their commitments to social and environmental issues.  As consumers, a full 89 percent say they are likely to switch brands if the second is associated with a good cause, while as employees, 68 percent would refuse to work for a company that is not socially responsible. In order to effectively reach and connect with this pro-social group, companies need to provide hands-on cause-related experiences and then clearly and consistently share the resulting societal impacts.  This engagement is critical as another recent poll found, when it comes to the environment, Gen Y has mixed feelings at best about the importance of retailers' environmental policies and practices when making shopping decisions. 

In an interesting twist, another story on the Alloy research reports college students ranked Wal-Mart as the second most socially conscious brand.  This generation appears to be willing to consider a range of corporate issues and practices when examining a company and does not allow bad press in some areas to dissuade them from recognizing a company’s positive efforts toward social and environmental change. If nothing else, the flurry of research shows that young people are an active part of the conversation--another reason why companies should prioritize communications with this demographic.

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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September 12, 2007 at 3:43 pm by Carol

Today is a deeply sad day for me and all those committed to social responsibility. I awoke this morning to learn that Dame Anita Roddick passed away yesterday from a brain hemorrhage at the age of 64.

Anita was one of the earliest pioneers of the concept of linking business with social issues.  Indeed at the Body Shop, social issues were at the center of her chain of cosmetics stores. Most of those issues were very edgy, deeply and authentically embedded in the business. They ranged from human rights to animal testing, sexism, ageism, poverty, indigenous cultures, the environment.

I was fortunate to have spent time with her.  I vividly remember her extreme passion as we chatted about The Body Shop as her "bully pulpit."  After an amazing dinner we shared, I was not sure which was at the core of her soul: the issues or the business. (I think it was a combination. She truly was the embodiment of ethical and caring business.)

Her passing seems so strange because of her endless energy and fierceness.  Everything she believed in -- the environment, her philosophy related to employees, her dedication to ethical consumerism -- she approached dynamically. She didn't break rules, she created new ones, over and over again.

Learning this sad news I wanted to get close to Anita again, so I  pulled out her book, Body and Soul , written in 1991, and scanned those marked up sections that meant so much to me 16 years ago. It is amazing how prescient she was.

Regarding linking issues and business: "The Body Shop does not claim to be an authority: what we do instead is to humanize issues and popularize concerns by taking them straight to people in the streets.   That's where it matters."

Regarding employees as ambassadors: "Conventional retailers trained for a sale; we trained for knowledge.  They trained with an eye on the balance sheet; we trained with an eye on the soul....we ran workshops on urban survival, drug and alcohol abuse, community action, unemployment and a whole range of environmental issues....we ran a course on management by humor....knowledge is wonderfully seductive, and the staff loved the courses."

On communications: "How we communicate is gob smacking.  We use every available medium to preach, teach, inspire and stimulate in everything we do, whether a leaflet to a full length video, our single minded passion shines through."

On the environment: "I am convinced that environmentalism will develop into a major political movement." (Remember this was 1991!)

She was the best stand bearer for ethical business.  She was the embodiment of authenticity and credibility.

I will reread Body and Soul , and in the coming weeks, share more of her amazing wisdom.

In all candor, Anita Roddick was one of my idols.  I will miss her so very much.

-Carol

 

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September 11, 2007 at 11:21 am by Knowledge Leadership

As we all know, American Express coined the term cause marketing in 1983 with a promotion encouraging consumers to give a few cents with each card usage to restore the Statue of Liberty.  This showed the business world that aligning with a cause is a powerful way to increase sales in the short-term.

In 1999, Cone coined the term Cause Branding as leading companies such as Target, Avon, Lenscrafters and others recognized that “cause” was a powerful business strategy used to enliven brand equity, enhance reputation and create meaningful relationships with consumers and employees.  These companies’ cause efforts are multi-faceted and deeply engrained in the companies’ DNA and values.

So, where do we go from here?

Today’s pioneers are responding to complex business issues, intense scrutiny from diverse stakeholders and pressure from an increasing socially conscious, sophisticated group of consumers.  Supporting an issue is no longer enough.  Also, a company’s commitment to a cause can’t live within the silo of a corporate foundation or corporate giving department.  Americans – in their roles as consumers, employees, investors and community residents – want to know the companies they do business with are authentic in their commitment to be good citizens.  Today, like never before, companies must look at their business practices and make sure they are walking the talk throughout the organization.

In some cases, especially with large business-to-business companies, we are seeing companies re-evaluate how they support causes.  It is no longer about the size of their philanthropic donation to a cause that emotionally compels a particular stakeholder group.  They are looking at a new set of issues that are aligned with their business needs and challenges. They are looking at their values, scale and operations to see where they can have transformational business impacts and social benefits.  These initiatives may include everything from bolstering the bottom line, to improving the workforce, to product innovation, to streamlining operations and to stimulating the growth of future markets.  They also have the capacity to impact business operations and to affect multiple stakeholders.  By understanding this business-social synergy, companies go beyond expressing their values through philanthropy to weaving them into their operations and organizational fabric. For now, we at Cone are referring to this strategy as “Socially Aligned Business Initiatives.”

GE, The Home Depot, Patagonia and Aveda are just a few companies who have recognized that, by tapping and seeking alignment from their operations, philanthropy, marketing and public affairs, they can have a truly transformational impact on the environment. When these functions are working seamlessly, they are able to build a two-way dialogue with NGOs, impact their business practices, change the behavior of others and positively contribute to their communities in an authentic way.  They are able to change their own environmental footprint and that of their suppliers, customers and consumers.  It is truly about using their scale for greater good.

All of us at Cone are continuously trying to figure out where the “puck” is going in this rapidly changing field.  We welcome your comments to collectively help companies figure out “what they stand for.”

-Alison

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September 7, 2007 at 12:25 pm by Cone

SunTrust Bank recently launched its " My Cause " promotion, whereby the bank gives each new checking account customer $100 to donate to his or her favorite charity or a $50 gift card customers can spend on themselves.  According to a survey of 2,058 adults the bank conducted in advance of the launch, more than half (59%) said they would choose to donate the money rather than take the cash for themselves.  At Cone we know that self-reported intentions do not necessarily predict behavior, particularly in the cause arena. 

Consider the findings from the 2007 Cone Cause Evolution Survey: from 1993 to 2007, there has been a 31 percent increase in the number of Americans likely to switch from one brand to another, price and quality being equal, if the other brand is associated with a good cause.  Yet, since 1993, there has been a 43 percent drop in those who have over the last year actually purchased a product from a company after hearing about its commitment to social issues.  We applaud SunTrust and others in the financial services space for developing cause initiatives to engage their consumers, and we look forward to seeing the actual behaviors of SunTrust’s consumers for insight into what it is that really makes consumers move from purchase intention and attitude to actual behavior.

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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August 31, 2007 at 8:00 am by Knowledge Leadership

It is fascinating to come across an article like one that appeared recently in the Cincinnati Enquirer .  This article discusses "cause-related marketing" as if it is a new corporate phenomenon.  Surprisingly though, this is not so uncommon--at least once a month Cone's media scanning uncovers an article that reports on cause or corporate responsibility as if they are new concepts.  Those of us practicing in the space know how removed this is from the truth,  but it serves as a good reminder that we all still have work to do when it comes to communicating about the innovative, sophisticated work companies and nonprofits engage in each day.  Rather than over-simplifying the message, let's strive to raise the bar and drive toward more compelling conversations with the media and public.  They will only serve as catalysts to move this important work forward.

*This insights brief is part of Cone's weekly cause and corporate responsibility newsletter.  If you are interested in receiving the newsletter, please email skerkian@coneinc.com .

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