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As more than 1.5 million nonprofit organizations in the U.S. vie for the attention of potential donors and supporters, the newly released 2010 Cone Nonprofit Marketing Trend Tracker reveals a powerful, if unexpected, ally – for-profit companies. According to the new survey, more than three-quarters (78%) of consumers believe a nonprofit’s partnership with a trusted company or brand makes a cause stand out.

 

We have long known such cross-sector partnerships benefit companies, but the results of this survey reveal the nonprofit is perched under the same halo. Not only do many consumers feel better about a nonprofit when it partners with a company (56%) – they are also more likely to support it:

• 59% of Americans are more likely to buy a product associated with the partnership;
• 50% are more likely to donate to the nonprofit;
• 49% are more likely to participate in an event for the nonprofit; and
• 41% are more likely to volunteer for the nonprofit.

American consumers are highly attuned to nonprofit-corporate partnerships in the marketplace today and, as a result, want to see the complete picture. They are seeking details of partnerships (61%) before deciding to support the cause, and they want to see results – 75 percent want to hear about the effect on the social issue or the0 money raised for the cause. In light of this penchant for detail, fewer than half (45%) think nonprofits and companies disclose enough information about their partnerships.

Leading nonprofit brands can harness the power of strategic corporate partnerships and, by offering complete details and a compelling call-to-action, enhance relationships with existing supporters and rally new cause ambassadors.

For additional results and insights from the 2010 Cone Nonprofit Marketing Trend Tracker, download the release and fact sheet from our Web site. 

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.

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.
   

Americans were quick to react to the Haiti disaster last month, donating millions of dollars in a matter of hours. A driving factor in the lightning-fast fundraising was the ease of donating through the Web and mobile devices.

The results were so impressive – the American Red Cross raised more than $32 million alone through its mobile text-to-give effort – that Cone wanted to explore how, and why, many Americans engaged in text-to-donate campaigns. We fielded a brief, two-question online survey with Invoke Solutions to explore the trend, and the results revealed 13 percent of respondents donated via text message following the earthquake. Although this number may seem low given the massive support for relief organizations, it represents well over a 100 percent jump from Cone’s 2009 Consumer New Media Study conducted just last fall. In that survey, six percent of American adults said they had donated to any cause via mobile phone over a 12-month period.

Most of the 13 percent who texted a donation to Haiti indicated they did so because it was the fastest and easiest way to respond to the urgent need (8%). But the survey also indicated that the success of text-to-give efforts for Haiti may be more than just a flash in the pan. Nearly a quarter of respondents (23%) said if they donate once through a text message, they are more likely to donate again.

Mobile donations are clearly building traction with American donors, but what does this mean for future fundraising efforts? Nonprofits looking to engage supporters through this channel should note the other survey findings:

• 27% of Americans are more likely to donate via text message if there is a credible endorser (person, company, nonprofit)
  
• 27% would be more likely to text a donation if a company/organization “matched” their gift
  
• 22% would use text messaging to donate to causes only when there is an urgent need
  
• 19% would rather text a donation to a cause or nonprofit organization than through other means (e.g., write a check or donate online)
  
• 18% are now more likely to text a donation to their favorite nonprofit organization if it is an available option

We may have reached the tipping point for mobile donations after the earthquake in Haiti. It will be interesting to watch if and how nonprofits adapt this technology to their own causes through urgent, yet strategic appeals.

About the 2010 Cone Text-to-Give Trend Tracker:
The research presents the findings of an online survey conducted in February 2010 by Invoke Solutions among a demographically representative U.S. sample of 1,183 adults. The margin of error associated with this sample of this size is ±3%.

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

The country is awash in red today as millions support the fight against heart disease by uniting for National Wear Red Day. This icon day is a cornerstone event of the American Heart Association’s (Cone client) year-round Go Red For Women initiative and has helped raise millions of dollars - and supporters - for the cause.

The Cone team goes red for National Wear Red Day 2010

Go Red For Women has transformed the issue of heart disease - the number one killer of women in America – to be more approachable and engaging through a multi-faceted program. Today’s sweeping support of National Wear Red Day on TV, in the news, on the Internet and in the workplace is evidence of the immense passion supporters have for this cause.

Its ability to capture the hearts and attention of the public makes it no surprise that the American Heart Association (AHA) came out as one of the top nonprofits on The Cone Nonprofit Power Brand 100. The organization serves as a beacon for others in its ability to engage the public and create an army of supporters for the cause. Here are just a few of the reasons the AHA resonates with the public:

Strong corporate partnerships – Macy’s, Merck, Campbell’s and Jiffy Lube (Cone client), among others, are supporters of the Go Red For Women campaign, offering additional resources to help drive awareness of the cause.

Celebrity endorsement – Actress Jennie Garth joined the Go Red movement as a celebrity spokesperson for 2010, helping drive additional attention to the issue. Past spokespersons have included Marie Osmond and Andie MacDowell, who continue to engage in and drive awareness of the cause.

Iconic color – The AHA has created a movement around the color red and the red dress, establishing it as a symbol for the fight against heart disease.

Multi-channel engagement – Go Red For Women has penetrated the communications landscape, with messaging for the cause in print and broadcast channels, through social media, in the workplace and even on mobile phones.

Brand ambassadors – Go Red For Women owes its success to the millions of passionate supporters who rally for the cause by fundraising, advocating and educating others about the disease.

All of these, and more, contributed to the AHA Go Red For Women's honor as one of the top Public Relations Campaigns of the Decade by the Holmes Report. To learn more about Go Red For Women or National Wear Red Day, visit www.goredforwomen.org.

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

The Bill & Melinda Gates Foundation is taking a results-driven approach to promoting American investments in global health efforts by releasing an advertisement centered on impact. The video, part of the Living Proof Project, will strike a chord with policy-makers, philanthropists and citizens alike not by centering on unmet need, but by highlighting true and measureable change: “Polio cases reduced by 99%;” “Mother-to-child HIV prevention in 16 million pregnancies;” “Malaria cases down 50% in 29 countries.” This approach instills confidence that funding saves lives.

Aimed at policymakers to sway additional funding, the positive message will reach stakeholders beyond those already engaged with the project. The Gates Foundation hopes the commercial, and specifically the measured results, will encourage grant makers and individual philanthropists to give where it counts. As Bill Gates points out, “We see that these things are working, and we’re willing to continue to make investments. I think then other people say, Okay, it must be working or people wouldn’t put their own money into it.”

Additional messages on the project’s Web site encourage advocates to pass along the positive thinking and to “Dispel the myths. When you hear someone say ‘It’s just money down a hole,’ or ‘Saving lives just leads to overpopulation,’ tell them why they’re wrong. These investments work. They empower people, and they’re appreciated."

In the bevy of important social and environmental issues that ask stakeholders for financial support every day, programs that show impact are in high demand. The pressure is now on nonprofits to show the ROI.

Last week, 13 winners of the 2009 Getting Attention Nonprofit Tagline Awards were announced, giving due credit to this often-overlooked but powerful marketing element.

Over 4,800 nonprofit professionals voted for taglines that best delivered the vision and mission of the organization, putting power in the hands of practitioners who live and breathe nonprofit branding. Winners spanned a range of issues and represented organizations that focus on local, national and international causes, indicating that any nonprofit can benefit from a clearly communicated brand.

A theme among the winners is a clear connection to the organization’s mission. Essentially, the winners followed the simple yet often disregarded best practice of “say what you do.” In fact, Cone’s research showed nonprofits who clearly state their issue focus in their brand names reaped the benefit of stronger consumer relevance – a key component to strong reputation. For more tips on how to foster a strong nonprofit brand, check out the "10 Essentials for Enhancing Brand Power," part of The 2009 Cone Nonprofit Power Brand 100 report.

For the full list of tagline winners, check out the Getting Attention blog.

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

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

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

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

- Jillian Wilson Martin, Senior Account Executive

Voting for the 2009 Getting Attention Nonprofit Tagline Awards is now under way, and you can help determine the best of the best. According to founder Nancy Schwartz, voting will:

• Sharpen your understanding of what does and doesn’t work in nonprofit communications.
• Inform and inspire your organization’s messaging.
• Give you the chance to register for the free 2009 Nonprofit Tagline Report, with 2,500 tagline examples.

What are you waiting for? Be heard by casting your vote for 13 different categories, and then register to receive the free report, including the 2009 winners. Polls close on Wednesday, September 30 at midnight, so don’t delay!

Today, the Cause Marketing Forum held a teleseminar that featured Movember, a campaign to raise awareness about men’s health issues – specifically prostate and testicular cancer.

The signature component of the campaign is the “Mo” – a.k.a. mustache – that participants grow during the month of November to raise awareness and funds for the cause. This fun and humorous campaign considers the Mo its cause ribbon, setting it apart from the pink ribbon which has become a popular symbol for women’s cancer awareness.

Originating in Australia, Movember has since expanded to a global movement with initiatives in New Zealand, the U.K., Canada, the U.S. and Ireland. To date, the campaign has raised $47 million to fund research, support programs and awareness campaigns that improve that state of men’s health.

Why is this campaign so successful?

• Community: The approach and issue resonate well with the target group, young men, and rallies them around a common cause.
  
• Partnerships: The products and values of the program’s partners align closely with its objectives, helping to reach participants more effectively.
  
• Innovative Approach: Movember’s online strategy is at the core of the program, which helps drive word-of-mouth.
  
• Local Appeal: A grassroots movement that enables participants to launch local initiatives.
  
• Humor: Each “Mo Bro” that participates serves as a walking billboard for the cause, literally “Changing the Face of Men’s Health.”
  
• Emotion: Despite the humor, there are captivating stories that are shared among the community of participants, many whose lives have been affected by prostate cancer.
  
• Measurable: Organizers have tracked behavior change among its participants and the campaign has been recognized for driving three vaccine research programs that otherwise would not have funding.

Yet another example of a “Cause Lite” campaign, Movember has made fighting cancer fun and appealing to men around the globe. For more information about Movember, visit its Web site.

Want to build a brand relevant to your supporters? Then say what you do in a crisp and clear way.

The Cone Nonprofit Power Brand 100 found that organizations who clearly state their issue focus in their brand names are perceived by consumers as more familiar and personally relevant. For example, the National Cancer Coalition captured higher consumer relevancy ratings than organizations whose names were more ambiguous. Clever or creative branding is good, but clarity makes communication easy - donors, volunteers, clients and potential advocates can easily understand who you are and what you stand for.

Another brand element to consider: your organization or program tagline. Does it support the mission of your organization? Does it say what you do? To explore this topic, nonprofits and foundations of all sizes can enter their taglines in the 2009 Getting Attention Nonprofit Tagline Awards. Visit Nancy Schwartz’s blog for more details about the friendly competition and to submit an entry.

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:

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.

As we seek to develop new marketing communications solutions for nonprofits in today’s climate, fundraising will take a front seat across the board. Carefully consider the following tips to help boost your nonprofit’s recession resilience in 2009.

1. Focus on individual giving: The largest portion of overall fundraising during recessions (80%) comes from individual givers, according to COP. So nurture your loyal donors and make sure they know just how important they are to you.
   
   
2. Curtail or re-purpose large galas or costly events: Consider creating lower-tier ticket opportunities for existing galas; swapping costly events for smaller, mission-aligned gatherings; or seeking donations “in lieu of event” for a targeted list of urgent, micro-philanthropy needs.
   
   
3. Avoid spending too much time and energy on engaging new corporate support: Five percent of fundraising comes from corporate support, which on average declines 1.5 percent in times of economic recession, according to COP. So, focus on servicing, communicating with and adding value for existing corporate supporters to maintain or grow current funding rather than seeking out new partners who may not be able to fund new beneficiaries.
   
   
4. Cut back, but do not eliminate, direct mail: Direct response fundraising makes up close to 60 percent of giving, according to the Direct Marketing Association, and COP reports that 62 percent of organizations surveyed reported gains over time using direct mail. To lower costs, consider paring down your contact list to active donors and continue to contact them. Bolster e-fundraising: For cost-effective communication vehicles, you can’t beat the Web. Consider transitioning important acquisition strategies to less costly e-fundraising techniques versus direct mail, moving select fundraising transactions online or creating “pledging” opportunities for individuals to give over time.
   
   
5. Create turnkey fundraisers: Inspire your donors to co-create fundraisers with you to reduce costs or create simple offline or online auctions. Also, try to seek gifts in-kind to bolster net proceeds.

Anne Erhard, Vice President 

We’ve commented over the past few months about why and how cause marketing is an increasingly valuable strategy to drive consumer trust and loyalty for companies as the economy worsens.  No doubt it remains a win-win strategy for nonprofit organizations, as well.  Cause can dramatically increase sales (resulting in funds for both the corporate and nonprofit partners), but its power to drive awareness may be even more feasible and enticing to nonprofits right now.  In a recent news blurb (“’Idol Gives’ The Donations – Finally,” January 1, 2009), The NonProfit Times reports that American Idol Gives Back, the highly publicized cause effort in which millions of viewers helped raised more than $64 million in 2008 for several charities, has finally awarded the donations to the organizations, a full six months later.  What struck us about the article, however, is not the time it took to allocate the money, but this quote by Malaria No More’s communications director, “The exposure on American Idol is invaluable for a disease like malaria…You can’t put a price tag on the ability to educate more than 30 million Americans about a crisis halfway around the world in the context of their favorite TV show.”  He concludes, “We were flooded with interest and support.”

Unfortunately, Malaria No More and the other nonprofit recipients won’t have the benefit of such a forum courtesy of American Idol this year.  It has been reported that Idol Gives Back won’t air this season, likely as a result of the recession.  Beyond the millions of dollars raised directly, the decision is also disappointing because it takes away a powerful outlet for awareness-building for several worthwhile organizations.  Here’s why:

Cone’s research confirms that upon learning about a corporate-nonprofit partnership, 42 percent of Americans are more likely to tell a friend about the charity, 36 percent are more likely to donate money, 29 percent are more likely to participate in the charity’s programs and events and almost a quarter (23 percent) are more likely to volunteer.  Shopping aside, the exposure that cause marketing programs bring to nonprofit organizations and social and environmental issues is tremendous.      

Let’s hope American Idol reconsiders its decision in 2010, and in the meantime, others step in to be a voice that can help deliver both funds and awareness for nonprofit organizations addressing critical issues.

Consumers are struggling to pay their own bills but desperately want to buy meaningful holiday presents. They are less likely to open their tight wallets and donate to worthy causes, but they can’t help but feel a deep sense of compassion for those less fortunate as their friends and family members are laid off and the basic health and human services organizations are unable to meet the growing demand.

Companies too are conflicted. As they face layoffs and their stock prices continue to plummet, they also see increased pressure from their loyal nonprofit partners and communities groups to give back during these difficult times.

While I am not pretending that there is a silver bullet solution for these complex problems, I feel obligated to show you how some leading companies are recognizing that by tapping the hearts and wallets of the thousands, or even millions, of consumers that walk through their doors, they can in fact “do well by doing good.” 

I have been pleasantly surprised by the abundance of very visible cause marketing programs during my many trips to the mall this holiday season. I have to admit, I was concerned that companies would overlook cause marketing in favor of increased price cuts to attract consumers. But pay attention: companies continue to not only maintain their support of causes, but they are also investing in marketing these programs to increase awareness of their efforts and help raise funds for worthy causes. Here are just a few examples:

• Macy’s “Believe” campaign is donating $1 to the Make-a-Wish Foundation for every letter to Santa dropped in its stores.  
• Kohl’s “Care for Kids” has Curious George plush animals it is selling for $5 with 100% of the net profit from the sale of these items supporting health and educational opportunities for children nationwide.
• Sears’ “ Heroes At Home Wish Registry ” allows shoppers to donate money that goes to military families in the form of Sears gift cards to purchase items on their “wish lists.” 
• Yankee Candle is donating $1 to the American Heart Association's Go Red For Women movement for the sale of every 14.5 oz. Go Red For Women custom candle in the Macintosh fragrance.  Additionally, they will donate 10% of the net proceeds from the sale of the new Red Dress Car Jar® auto air freshener.
• Starbucks Product (RED) promotion :  a portion of proceeds from the sale of exclusive holiday beverages is donated to the Global Fund to fight AIDS in Africa. 
• Jockey Being Family is Jockey International’s corporate citizenship initiative to help strengthen adoptive families for successful futures. The Jockey Being Family Bear helps to support newly adoptive families, as for each bear sold, Jockey donates $3 to the Debra Steigerwaldt Waller Foundation for Adoption and charities supporting adoption.
• Cartier's holiday card collection designed The Art of Elysium kids and will donate all of the profits to the charity.
• Gap ran a special friends and family promotion called “Give and Get.” Customers received a 30% discount e-coupon and were prompted to select their “charity of choice” from a short list of potentials. The charity in turn receives 5% of proceeds from designated purchases. Once selected, the Gap then automatically sent a new email to the customer designed to pass on to friends and family to partake in the discount, while accruing more donations for his or her very own designated charity.
• And finally, St. Jude’s “Thanks and Giving” program is everywhere. Robin Williams and Jennifer Aniston are visibly promoting the campaign through heartfelt PSAs aired during prime time.  CVS, Pottery Barn, Dick’s Sporting Goods and Ann Taylor ask consumers for a dollar at check-out. Other retailers like Brooks Brothers and Kay Jewelers are tying in a donation to the sale of a specific products. 

These leading companies, among dozens of others, are recognizing that consumers want to buy meaningful gifts this holiday season that not only alleviate the pressures on their wallets but also their consciousness. While Americans may not be as inclined to write a check, they remain more than willing to do their part in buying products from companies who share their concern about others in need. These companies are tapping their assets beyond just cash (such as their foot traffic, product offerings and marketing) to raise funds and awareness for critical social issues.

Companies who recognize the mindset of consumers this season and maintain their commitment to causes during these difficult times will gain a competitive advantage today and after the recession is over. 

- Alison DaSilva

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
  

Trick-or-treaters armed with orange UNICEF boxes once were the precursor to the holiday giving season. Yet, I haven’t seen many kids working to support UNICEF in my neighborhood lately. Have you?

I’ve heard that there’s a decline in this tradition nationwide, although I’m not sure of the latest numbers. I wonder whether folks are less likely to give money to strangers – is UNICEF a victim of the trend toward bowling alone ? Or, perhaps people are just more likely to engage in other ways. After all, this year UNICEF allows you to trick-or-treat , via mobile phone , and on myspace and Facebook where 2,497 members have given $634 so far. You also can send a Halloween e-card .

Does e-engagement make up for a decline in real-world involvement by the next generation? Or, is it just as – if not more – meaningful and effective?

Of course, I should note that UNICEF is offering a range of options for engagement, from a family activity calendar for parents (which seems a tad short on activities, but may be effective in raising awareness) to what appear to be outstanding and extremely thoughtful lesson plans for teachers at the elementary, middle and high school levels on five issues including disaster relief, water and the root causes of exclusion. There also are links to games, brochures and online activities. Yet, all that e-content raises a question: should we, as parents and educators, encourage one form of involvement over another – and why?

What will you be doing this Halloween? Our family will be raising money for UNICEF...the old-fashioned way.

-Talya Bosch, Account Director, Cause Branding

We are working on a new book with Jocelyn Daw, who wrote Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits, focused on building powerful nonprofit brands and due out in late 2009. If you work in the nonprofit field, we'd appreciate your opinions and insight.

Please click here: http://www.surveymonkey.com/s.aspx?sm=y0_2bpUvS776AvwfvJIWZfRQ_3d_3d to take our ten minute survey and help shape the direction of the work. Thank you!

-Kristian

Recently, I re-read Jim Collins’ Good to Great and his follow-up piece, Good to Great and the Social Sectors , to help glean some new insight on how to create environments in which nonprofits can achieve greatness.  In the reading, I was reminded of the simple clarity of his most poignant principles and thought I’d share them and some additional thoughts with you.

Level 5 Leadership: This refers to a management style that is not only adept at organizing and motivating teams, but is also amplified by a personal will to achieve greatness for the organization versus the self.  And, within nonprofit organizations, he points out that an ability to blend an executive- with legislative-style leadership is necessary to contend with their often diffuse governance structures.

First Who...Then What: This focuses on recruiting people who are not only skilled and qualified for their paid and volunteer positions, but who also share in the organizational vision and have an inner compulsion to deliver great work simply because they can. Here Collins describes the “right people” as those who are the “best, smartest and hardest working individuals.” Then, he states, “Good to Great companies are full of people who display extreme diligence and a stunning intensity.” This message applies to the nonprofit sector, but is distinguished with what Collins says is a greater opportunity based on the likelihood of personal fulfillment in the work, as well as a greater challenge in overcoming competitive pay rates for top talent.

Confront The Brutal Facts and The Hedgehog Concept:   Here, using discipline to properly identify “what you can be great at” versus core competencies; “what you are passionate about” based on the shared interest of your team; and “what drives your economic engine” through a combination of time, money and brand, is the key driver of great organizations. Collins notes, “through an autopsy without blame” an organization can examine its history to help guide future decision-making --  a difficult, but necessary journey for today’s nonprofit organization.

With more than 1.5 million registered nonprofit organizations in the United States, nonprofits are increasingly competing with one another for the same donor dollar. To differentiate their brands and gain support from both individual and corporate sponsors, nonprofits are developing programs that stand for something that donors care about, recognize and believe in. In the most successful cases, they even inspire new social movements that rally supporters for causes much bigger than the nonprofit organization itself.  Following are the top 10 strategies (and some of the unique demonstrations of their use) that I believe we will see impact nonprofit cause branding in 2008...

1. Leadership Positioning: Historically, nonprofits engaged in a one-way monologue with donors through 'one-offs' such as single events, sponsorships or direct mail. Today, nonprofits must engage in a meaningful dialogue with donors to build trust and long-term loyalty for the organization and cause. For example, the Susan G. Komen Breast Cancer Foundation not only works to find a cure for breast cancer, it also stands for sisterhood and engages women by appealing to their interests through activities such as 'Sing for the Cure,' 'Cook for the Cure,' and even 'Laugh for the Cure.'

2. Uniform Focus: To be truly effective, nonprofits cannot be everything to everyone. In defining mission and economic strategy, they need to identify their 'unique service proposition.' That is, what does your organization offer that no other organization does? And then, how do you make that capability relevant and meaningful to donors? Heifer International Group has taken a complex mission of ending hunger and creating sustainable livelihoods and made it accessible to the average donor. Whether donors choose to buy a cow or a hive of bees, they understand what their gift brings to families in need.

3. Customer Relationship Management: To best service corporate partnerships or manage specific campaigns, nonprofits are creating dedicated account teams. These teams help increase organizational flexibility to meet the specific needs of individual programs and clients. Save the Children has dedicated contacts for each corporate partner to ensure tailored service for sponsors. 

4. Passion Marketing: In addition to telling donors what they do, nonprofits must also emotionally engage donors to build relationships for the long-term. A 2005 Yankelovich study entitled the “ Importance of Brands in Consumer Involvement with Nonprofits ” found that 75% of donors give because they have 'a personal belief in the goals of the organization.'  By creating local events, personalized communications, or web-based communities, national nonprofits are providing meaningful experiences for supporters that help build loyalty at local levels. American Heart Association's Go Red For Women is a world-class example of this. Local nonprofits are doing the reverse. They are tying their efforts to movements, using national awareness and messaging built by others around their 'issues' to garner support at home.

5. Sponsorship Risk Mitigation: While corporate sponsorships provide valuable income to nonprofits, they must be careful to structure mutually-beneficial and protective relationships. Risks, including implied product endorsement , can lead to hefty legal bills and damaged reputations. To avoid these issues, nonprofits are now clearly articulating all aspects of sponsorship packages and performing due diligence to make sure that no conflicts of interest exist between the nonprofit and sponsoring companies.

6. Social Enterprise Investment: Leading nonprofits are seeking sustainable revenue and awareness generation by engaging in social enterprise or cause commerce. By opening their own retail boutiques, licensing their logos, and offering paid-for support services, nonprofits are capitalizing on their brand reputations and unique mission offerings to raise money for their causes. The Museum of Modern Art sells a plethora of art items where proceeds benefit the museum, and The National Trust for Historic Preservation sells a line of paint at Lowe's inspired by paint found in historic homes.

7. Ethnographic Targeting: Nonprofits are also developing special campaigns focused on target demographics. These campaigns not only build emotional and lifestyle appeal with target audiences, but also create interesting sponsorship opportunities for corporate partners. The American Diabetes Association has created tailored programs for demographics of different ages and ethnicities that deliver materials relevant to those audiences and also attract sponsorship from companies interested in reaching segmented markets.

8. Partner Activation: Once nonprofits identify their focus areas, they should leverage all of their assets to reach program participants. For the Great American Clean-Up, Keep America Beautiful leveraged a number of methods, including in-store promotions, educational promotions, celebrities, and corporate sponsors to recruit over two million volunteers to clean up litter around the country.

9. New Media Integration: Technological connectivity provides new opportunities for connecting with both program participants and donors. The American Red Cross uses SMS/text to raise funds. Similarly, the American Lung Association leverages blogs and chat rooms to create an intimate and connected community.

10. Alliance Formation: Alliances with media organizations, other nonprofits, trade associations, and volunteer groups can greatly increase the resources available to a nonprofit. For example, Share our Strength partnered to write the Great American Bakesale into an episode of the sit-com “Eight Simple Rules” to raise awareness and visibility.

The tactical implementation of any number of these strategies helps nonprofits deliver experiences that intrigue, delight, and fulfill their target audiences while simultaneously delivering meaningful social impact and boosting their marketing abilities to raise money for their organizations. Cause branding for nonprofits is on the rise and is no doubt being shaped in-part by this work.

- Kristian

In 2006, 65 percent of American adults were overweight or obese, with the majority of cases resulting from increasingly sedentary lifestyles. Physical inactivity continued to be cited as a leading risk of heart disease and stroke. But, new research showed that even moderate amounts of activity, in any form, could have an enormous impact on quality and length of life. Acting on this information, the American Heart Association (AHA) prioritized “adult inactivity” as an issue to combat and joined with our team at Cone to design a modern, multifaceted and compelling solution to create awareness, raise funds and engage adults in healthy behaviors. The result was Start! – a movement designed to reach adults by focusing on simple lifestyle changes and providing innovative tools and resources to implement these changes. Start! promotes walking as the gateway activity to living longer, stronger, healthier lives.

This month, as AHA launches the fifth anniversary of the incredible Go Red for Women campaign, please do get engaged and be inspired as they introduce a new reality TV special, roll-out hundreds of Go Red for Women Luncheons across the country and rally women to take the Go Red Heart Check Up . And then, check out Start!

In just one year, Start! Looks to be the next BIG thing for AHA, having already raised upwards of $100M, including the signing of national sponsors Healthy Choice, Subway and AstraZeneca; engaged more than 15,000 companies in the Start! Heart Walk; and helped encouraged more than 50 percent of registrants to be more active, more nutritiously, since joining Start! The momentum behind AHA and Start! is truly unprecedented by any nonprofit cause standard.

Click here: Download start_case_study_final.doc to learn more and stay tuned! This is one to watch and learn from!

- Kristian

As a nonprofit, being part of a cause or standing for one will help your organization thrive. Causes are not simply social issues, nor are they nonprofits themselves, their events or communications.  Causes are the harnessing of all of these things in a focused, strategic and emotional way that truly connects with people. With the planet now boasting more than 1.5 million charitable organizations, nonprofits are increasingly competing with one another for the same donor dollar.

To differentiate and gain support, nonprofits are tapping into movements and developing cause campaigns that support the issues that people care most about. And, they are focusing on maintaining long-term supporter relationships at the same time they are inviting new supporters to their causes.

Effective nonprofit cause branding connects an organization to the right issue for its target audience and then cultivates support by aligning its communication resources, development activities and mission-based services. It ensures that the organization listens, reacts and “walks the talk."

We at Cone are fortunate to have the opportunity to monitor the changing nonprofit cause branding landscape. Below, I have listed a few of the most significant trends our studies and client work have revealed:

Dialogues - Best-in-class nonprofit communication today involves much more than creating awareness with the public. It engages audiences in two-way conversations, actively soliciting their feedback and continuously evolving to remain relevant. It is also transparent and supporter-centric: letting partners, donors and volunteers know on a regular basis the value they personally receive from their giving and the good their dollars accomplish.

Save the Children does this well. The organization reports back regularly, reminding supporters of shared objectives and mutual achievements. And, it provides anyone the opportunity to engage deeply with the organization through Volunteer Councils and similar activities.

Passion - Inspiring hope for a better future, serving up a Goliath to fight against and sharing personal stories capture both the hearts and minds of donors. As the chasm has grown between large and small organizations in the last decade, two distinct means to deliver passion have emerged. First, smaller nonprofits are tying to movements and successful awareness efforts funded by larger organizations by creating complementary local cause campaigns. Connecting to the bigger picture, while delivering meaningful change at the local level, builds significance and relevance. Second, large nonprofits are assembling or activating grassroots efforts to help donors see the difference that the organization is making locally.

Groups like One and (RED) started with “airpower” and are now deploying “ground troops” to help create meaningful local relationships. And, local “Pink” organizations are tying to the success of the breast cancer movement to help fuel their supporter base.

Reciprocity - Today, giving has to go both ways. No matter how organizations have attracted donors and volunteers, they are going above and beyond to ensure that supporters are receiving something meaningful in return. Whether it is access to support services, timely insider special reports, access to other like-minded supporters through interest groups or VIP invitations to events, donors are being courted in ways that help continue and distinguish their relationships with the nonprofit.

The American Cancer Society’s Warm Line provides support services to cancer victims, survivors and their families, and is a terrific example of an organization providing a meaningful benefit to those who support their mission.

The point of cause branding and these related trends is to engage supporters in a pleasant chain of experiences that continually reminds them of the nonprofit and the social issue. Through this, loyalty is fostered and their inclination to act, recommend, remember and give is improved.

Last week, I had the pleasure of presenting our work with the American Heart Association on Go Red For Women with a class of students at Harvard Business School for the second time. We were there in support of a case study ( Download Go_Red_Case_Study_Final.doc ) that we developed with Professor Kash Rangan and Marie Bell. It was incredible to be there - a year after we had delivered the case in a classroom setting for the first time, two years after we had started writing the case, and three years after I had first talked about the work at a panel hosted by Kash at Harvard’s Social Enterprise Conference. In building Go Red for Women, we applied all of the lessons above and through the years have been amazed to see the phenomenal success that the organization, campaign and movement have achieved. What’s more, we went from presenting to a room three years ago that was interested to learn about the Go Red success to one that now shares their personal experiences with Go Red, heart disease and the American Heart Association this year – this is a testament to the power of focus and personalizing a cause brand.

-Kristian