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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 5, 2010 at 1:42 PM by Knowledge Leadership

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

 

The Cone team goes red for National Wear Red Day 2010

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

Tags: campaigns celebrityengagement nonprofitpowerbrand100 corporatepartnerships nonprofitcausebranding

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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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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: campaigns nonprofitpowerbrand100 research top10 fundraising newmedia causebranding donation

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

The Sunday paper is filled with pink circulars; breast cancer is trending on Twitter; the shelves are stocked with pink ribbon products; ah, it must be October. Every year, National Breast Cancer Awareness Month brings exciting momentum to the issue, and this year, some campaigns are taking on an edgy tone as they strive to reach younger women and men with information about this serious disease.

• Yoplait’s* newest initiative is titled “Know Your Girls,” aimed at encouraging young women to understand what is “normal” for their own breasts, or their “girls,” and recognizing important changes. The campaign features video and print materials focused on Gen Y females.
  


• Rethink Breast Cancer has released two controversial PSAs that take an unconventional approach to breast cancer. A bold new take on awareness, the campaign hopes to engage a younger generation of women and men.

Other breast cancer campaigns in the marketplace include:

• Following the recent introduction of limited-edition mike’s hard pink lemonade,* the malt beverage company is launching “Share Some Pink,” a promotion on Facebook. Mike’s will donate 10¢ for every virtual mike’s hard pink lemonade gift passed, in addition to a $250,000 donation already made to The Breast Cancer Research Foundation in memory of Jacqueline S., a part of the Mike’s family since its founding who lost her battle with the disease earlier this year.
  
  
• Taking a “girl-power” approach to awareness, women’s health care company Hologic, launched the “Promise to Me” campaign. On the program’s microsite, women pledge to take care of their own health and encourage women in their lives to do the same.
  
  
• Delta Air Lines lit up the JFK air traffic control tower in pink lights as part of its ongoing support for the Breast Cancer Research Foundation. In addition, lucky passengers were treated to a surprise in-flight concert by Melissa Etheridge, a breast cancer survivor.
  
  
• Today is the 14^th anniversary of the annual Lee National Denim Day, which is revitalized this year with celebrity ambassador and survivor Christina Applegate and interactive online communication components.

This October, stop for a moment and observe the sheer force of this cause. It boasts an incredible roster of supporters including corporate America, nonprofits, media, celebrities and retailers. Whether the approach pulls at your heart strings or tickles you pink, thanks to the ongoing efforts of these players, breast cancer has become an issue that resonates with all audiences and is truly a movement to admire.

* Cone Client

Tags: campaigns trends donation yoplait causebranding cancer

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

As the economy struggles to rebound, it’s inspiring to see the number of organizations, programs and projects dedicated to social and environmental issues continue to multiply. This week alone, Macy’s, Nestlé Pure Life, Kmart and PNC all announced new campaigns or projects:

• Macy’s is kicking off a star-studded campaign encouraging consumers to host a dinner party and donate money to Feeding America in lieu of the traditional host gift.
• Nestlé Pure Life is encouraging families to adopt new, healthy habits with ongoing efforts within its Pure Life/Best Life campaign.
• Kmart has partnered with TIME for Kids to develop a curriculum that teachers and parents can use to help teach kids about managing money.
• PNC announced the installation of North America’s largest soil-based living wall on the exterior of its Pittsburgh headquarters, enhancing it's existing efforts to be a world leader in green building.

 

The economy can be good, bad or downright ugly, but no matter because doing good has staying power. Goodness builds trust, trust fosters reputation and reputation drives sales. What’s more, 78 percent of consumers expect corporate contributions to social and environmental causes to remain the same or grow, indicating it’s more important than ever to be committed to the greater good in order to stay relevant and profitable. Stated simply - perseverance pays.

Tags: Trust Reputation campaigns economy causebranding corporateresponsibility

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

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

 

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

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

Why is this campaign so successful?

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

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

 

Tags: campaigns newmedia nonprofitcausebranding

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August 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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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 25, 2009 at 5:04 PM by Carol

In a career one gets few once-in-a-lifetime experiences. Being a judge for the 1st PR Lions  is certainly one of them.

 

While I looked forward to Cannes, my vision was an over-the-top glam week of parties, parties and more parties ending with awards, the global advertising businesses gushing self congratulations – think unrelenting double-cheek kissing (its France naturally), fist pumping in the air Gold Lion in hand, and all night carousing. (One of the agency winners even brought his dog on stage…4 times! Talented agency. Lucky dog?)

 

Perhaps that is true. Yet with digital media and a shattered world economy, things have really changed for the communications business. And in my experience, and that of my fellow judges, the new PR Lions and the content of winning campaigns mirror the emerging new “world” order.

 

First I feel the advertising industry has moved beyond just ads with spectacular creative – to a world of amazing ideas executed in multiple mediums. So many times the presidents of the various juries said “The lines have blurred between disciplines.” Great ideas, born from considered insight, executed in surprising ways that engage and deeply inspire audiences win the day.

 

Questions asked during the judging at the three concurrent juries – PR, Direct and Promo – revolved around their very definitions. Throughout our reviews we kept asking; “What is PR?” Besides shining a spotlight on great, breakthrough work, what message were we, as well as the other juries, trying to send to our communications colleagues around the globe?

 

At the awards ceremony Monday night, it was fascinating to see campaigns winning across disciplines. The Best Job in the World, winner of the PR and Direct Grand Prix, was such a simple idea that became a “shot heard ‘round the world”. The client, Tourism Queensland, sought to inspire visitors to visit. With a limited budget was born the idea: offer "The best Job in the World” – become the guardian of a magnificent island, with simple responsibilities – feed the fish, clean the pool, take in the mail (delivered via sea plane) and blog daily. All this for about $8800 per month, at a fabulous three bedroom villa overlooking breathtaking green and blue sparkling lagoons. Small space ads around the world announced the job; sent in a short video telling us why you should be selected: 35,000 responses, narrowed to 50, then 16 finalists flown to the island for a hands-on interview, then selection. Mountains of publicity, online submissions so clever providing non-stop entertainment, followed by mountains of publicity. The buzz throughout the judging, even before Cannes, this campaign was THE ONE TO BEAT! Just “brilliant.” CumminsNitro, Brisbane.

Another campaign winning multiple categories included Yubari Resort, The Store of Hope, The Great Schlep and Khede Kasra, among others.

 

 

Yubari Resort
Yubari was a small Japanese town, fallen on very hard times, $300 million in debt, with an aging population – what was the city to do? Beacon Communications, Tokyo, on a small budget, started with the right move: through research of the city’s history and personality, they found it to have the lowest divorce rate in Japan. Thus was born the idea of focusing Yubari as the city of happy couples. Their line, “No money, but love.” (Surely in Japanese that was more eloquent, but you get the idea.) A mascot was created to draw attention to the new positioning. Over 3,000 couples came to renew their marriage vows. The mascot soon took off with organic uses around the city, from the obvious T-shirt, to packaging of foods and other items.

 

Massive press covered the repositioning. Over 100 articles and tons of TV. The City gained much-needed word of mouth, exciting energy, more than $30 million in new revenues, 10% year-over-year increases in tourism and most of all – restored pride.

 

I just loved this campaign for its core insight, its highly cultural execution and deep results. I was so please my other judges agreed and gave it a PR Lion. When it won the Promo Grand Prix, I jumped out of my seat with joy, pumped my fist and cheered. It wasn’t slick. It wasn’t fancy, though the mascot was right on, not too Hello Kitty, just correct to represent a happy couple. The campaign reflected the inner spirit of Yubari in its better times, gave it hope and a new future. What a great PR result!!!!

 

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Tags: campaigns cone awards publicrelations conferences cannes

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June 22, 2009 at 9:57 AM by Carol

Today we finally got down to the best part of the competition. We combined with all judges and Jury President Lord Tim Bell, to view the better entries from our previous voting. In all, we had 49 to discuss and debate. And debate we did! No shouting nor object throwing -- but certainly lots of laughs.

 

By now, we knew the basic positions of each jury member. To name a few: Jimmy Tay (CEO of Southeast Asia, H&K, Singapore) talks softly, but with deep insights; Penny Furniss (Founder and Creative Director of Sputnik, London) is snappy, funny and very direct; Bjorn Mellstrand (Managing Director from JMW Kommunikation, Sweden) sharp, in your face, vacillating from “boring” to “brilliant” as he swiftly assessed campaigns; and myself (always looking for the authentic insight related to a social issue). Then of course, there was “The Lord,” “Oh Lord,” “Praise the Lord” or “M’Lord,” as we kidded, Jury President Lord Tim Bell.

 

 

Debate. Debate. Debate. Often we had to ask for clarification regarding special cultural nuances for campaigns. The Japanese entries were especially different – I liked them a lot – but they have a very different flavor, some parts very campy, others poignant. At times we were extremely split as to their merit.

 

Today, as a group, we were exposed to many hometown phrases: “Looks bonkers to me,” “They managed to market themselves without looking like a tosspot,” “The link is so f…ing obvious. It’s solid,” and “Goes beyond the superficial to my heart.”

 

We had a few ad campaigns that sought PR, meaning publicity, for the efforts. One effort must have been created by “a group of advertising lads sitting around a table.” It was criticized strongly as Fake. Fake. Fake.

 

At the end of a very long day, we agreed on the shortlist. Each campaign will win either a PR Lion or a certificate. We will make those decisions tomorrow.

 

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Tags: campaigns cone awards publicrelations conferences cannes

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June 20, 2009 at 1:36 PM by Carol

Today we finished the second round of the overall judging. Our team of five, again a new mix of judges, hail from Singapore, India, Germany, Argentina and USA. Lively debate continued, although overall, we were disappointed by most of the submissions in the following categories: internal, integrated programs and travel/tourism and leisure.

 

 

While I can’t divulge those I liked today, countries capturing my highest votes included: Japan and Australia.

 

To aid our deliberations, and to add more context to our numerical scores, we gave brief descriptions to each number. So, our “unofficial” characterizations follow below (Remember, 1–3 means drop from further review; 4–6 may make the final review; 7–9 absolutely in the finals.):

1 = No comment. Just silence. We were surprised these passed from the first round   of judging we did at home

2= Nix it. (In many cases a stunt – that really turned us off)

3 = BORING!!! (In many cases a stunt plus something else. Very unoriginal)

4 = Barely ok

5 = Cute

6 = Solid (There were a good many solids awarded. Strategic, ok creative, thorough execution, ok results – just not great)

7 = Very good. Just one or two of the four criteria weren’t superior

8 = Close to Brilliant. A hair off of all criteria being fulfilled and then some

9 = Brilliant. Lively “ahs.” Gave some of us chills. May also be considered for the Grand Prix!

Insights to future entrants: success comes from really original ideas developed from keen insights and ideally some research, with stunning creative, thoughtful execution and results described qualitatively and quantitatively. Again, make sure the goals are crisply defined, ideally quantitatively, and as specific as possible, AND the results round back to address the goals.

 

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Tags: campaigns cone awards publicrelations conferences cannes

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June 19, 2009 at 12:51 PM by Carol

Up bright and early today. Walked and ran three miles along the promenade with barely a soul in sight. Though there were lots of men planting flowers, cleaning the streets, keeping Cannes tres beau!

Today I teamed up with four new judges from the U.S., Brazil, Australia and France. Our categories were consumer marketing and social media. In all, there were 40 entries to individually view and discuss.

What is it really like to judge? It’s quite fun, actually.As I have great curiosity about programs around the world, this experience provides a bird’s-eye view into so many varieties and approaches to programs.We analyze one entry at a time, quietly reading, then view a storyboard and usually a 2-3 minute video.

 

 

Then it’s not so quiet anymore. We critique, debate, question “where did the idea come from?” and then bounce back and forth regarding its power, originality and results.After a while, each judge seems to have a recurring comment – “solid” said one, (meaning ok, but not great); “boring” said another (meaning really not original and not up to short-list caliber). Other comments included: “Is this all there is?” “Where’s the insight?” “Measurement tells us what?” and “How is it sustained?”

If we need clarity regarding the power of the campaign in a specific country, we seek out that judge and get excellent context. It’s very helpful to separate fact from hyperbole.

Candidly, a lot of the work was “solid” as the best descriptor.Ok, but not good enough and really not great enough to win a PR Lions. Interestingly there is a feeling among all the judges that, as this is the FIRST PR Lions, we have to set a standard for the future for great PR work.Brilliant strategy, fresh creative, thorough execution and real results, not just clips. How did the program increase reputation or sales, change a law, influence behavior?So many of the programs we wanted to like, but they fell down in the results section.

“Really amazing” and “wow” were few and far between.

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

Social media engagement and public service have been cornerstones of President Obama’s candidacy and administration. Merging these two, this week he announced a summer volunteerism initiative (June 22-September 11) called “United We Serve.” The program asks Americans make service a part of their daily lives and to help supplement the federal government’s investments in core areas of the recovery agenda – healthcare, energy independence, education and community and economic renewal. Obama is calling for cross-sector collaboration to bring this initiative to life. He says, “We need community organizations, corporations, foundations and our government to be part of this effort.”

 

 

 

At serve.gov, prospective volunteers can easily search for opportunities in their own communities, and the site provides turn-key tools to share experiences via their existing social networks (see this week’s article, “Hello? Arkansas? Yeah it’s Facebook.” for an example of the power of social networks in action). The search tool is integrated with the open-source Web project hosted at AllforGood.org, which was designed by technology and nonprofit partners and is fueled by the nonprofits, volunteer service listing providers and companies who submit volunteer opportunities to the site. This is certainly not the first volunteerism site or aggregator, but the cross-sector collaboration it will take to make it a success is compelling.

 

The “United We Serve” campaign serves as an example of how the government, nonprofit and for-profit organizations can, and should, come together to encourage positive civic behavior and better address pressing social and environmental concerns.

 

 

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June 18, 2009 at 2:21 PM by Carol

When USA Today asked me to be part of the judging panel for the first PR Lions at Cannes , I was deeply honored to join this preeminent global competition with 14 other seasoned public relations professionals from around the globe; from the U.K. to Singapore, Argentina to India, Sweden to Spain and beyond. Interestingly, it took 56 years for the Cannes Lions Festival to acknowledge the critical role of PR as part of the communications and marketing mix. Ah, good things come to those who wait.

 

Jury President, Lord Tim Bell warmly welcomed us Tuesday evening for a kickoff dinner at the Carlton Hotel. Joining Cannes Lions CEO Philip Thomas, we all toasted to the next era of the awards and to setting a new standard for public relations excellence in strategy and creativity.

 

 

Early kudos to the Cannes organizers for selecting a great PR jury. Today, during our first deliberations, all fell easily into our significant duty of short- listing the best campaigns. Unlike the other categories, the PR division was prejudged due to the more complex nature of the work. The initial 431 entries from 48 countries in 20 categories were narrowed to 322. Today, we divided ourselves into three groups, each given approximately 40 entries to judge against four criteria: strategy, execution, creative and results -- with strategy and results having a slightly greater weight across the four. Animated debate characterized all three groups, with Lord Bell occasionally overseeing the conversation with a sometimes quizzical look. He promised not to weigh-in until the final stage of the short listed entries, approximately 12% of the total.

 

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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.

 

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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.

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

The Humane Society of the United States is showing a softer side for one of its former animal cruelty targets. The nonprofit organization has partnered with football sensation turned convicted dogfighting offender Michael Vick to become its anti-dogfighting campaign spokesperson. Wait - what?

 

That’s right, the very organization that rallied against Vick and helped put him behind bars in 2007 announced he will become the face of its campaign. The incentive for Vick is fairly clear. Looking to repair his damaged reputation following his fall from the sporting spotlight, he likely sees aligning with the cause as a direct route back into the public’s favor.

 

 

For The Humane Society, however, the choice to engage a man prosecuted for animal cruelty is harder to grasp. But the organization is using the outcry to its benefit. The aftermath of the scandal actually gave The Humane Society and other animal organizations a unique opportunity to draw upon public attention and address the issue of animal fighting. As his sentence comes to an end, the organization believes working with Vick will provide a direct line of communication to the urban youth it is trying to reach with its anti-dogfighting message. Vick himself grew up exposed to dogfighting and claims he didn’t question its immorality when he became an adult. Perhaps like drunk driving offenders or former drug abusers who take to the speaking circuit to share their “lessons learned,” Vick may supply an authentic voice to the campaign the organization couldn’t achieve with another spokesperson.

 

Partnering with celebrities, as we’ve discussed in previous articles, is always a perilous venture, but joining with one so blatantly in conflict with your organization’s mission is nothing short of treacherous. The Humane Society is taking the controversial decision in stride, claiming it will “reserve judgment until he demonstrates that he's part of the solution rather than a further part of the problem.” Time will tell how the public, Humane Society supporters and animal rights advocates react to this unlikely partnership. Frank, ongoing communication from the organization will be critical.

 

Tags: marketing campaigns engagement celebrityengagement currentevents advocacy

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May 22, 2009 at 11:53 AM by Cone

In March, Betty Crocker announced Stirring Up Wishes, its new partnership with the Make-A-Wish Foundation to help bring magic to the lives of Make-A-Wish kids across the country. Cone is supporting the program launch through a spring promotion called 12 Wishes in 12 Weeks, during which Betty Crocker is giving each Make-A-Wish chapter the chance to receive funding for one of 12 wishes it’s granting to Make-A-Wish this spring. The best part is that you can help Betty Crocker grant these 12 wishes by voting online for your local Make-A-Wish chapter.

 

With voting scheduled to close on Monday, May 25, the Memorial Day long-weekend is a great opportunity to take a few minutes and visit the Web site to support your local Make-A-Wish chapter. The more votes a chapter receives, the greater the opportunity for them to receive a chance to win a wish from Betty Crocker. While on the site, learn about Wish Kids’ special wish moments and help Betty Crocker celebrate their stories by baking their favorite cupcakes for friends and family at your Memorial Day cook-out.

 

- Kimberly Leistinger, Senior Account Executive

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

Want to really engage consumers in your cause efforts? Then give them a voice. Target, well-regarded for its philanthropic commitments, relinquished some control this week as it launched “Bullseye Gives,” a campaign allowing consumers to decide how to give away Target’s money. The company will divide a $3 million donation among its 10 charity partners, determined by consumer votes on the Target Facebook page.

 

 

Consumer-centric philanthropy campaigns like this are not new, but they are clearly resonating. In the past year, American Express, Western Union* and Trip Advisor have all launched similar consumer-driven online contests, powerful because they offer unique benefits to all parties.

 

First, online contests’ user-friendly, low- to no-cost tools provide companies a channel to connect with consumers on a more personal level than traditional checkbook philanthropy (in turn, perhaps breeding greater trust, engagement and loyalty). It allows consumers to select a cause of importance to them, which, according to Cone’s research, is the leading factor (84%) they say will influence their support of a company’s social efforts. And, as The New York Times says, such campaigns are “adding yet another weapon to charities’ fund-raising arsenal” while also building awareness. Most importantly, it helps level the playing field for both consumers and nonprofits who all have an equal voice in influencing the outcome. Bullseye.

 

 

For much more news on this topic, please see our weekly newsletter. Subscribe to Cone's newsletter here.

 

*Cone Client

Tags: engagement campaigns fundraising philanthropy marketing donation causebranding newmedia

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

In an “always online” culture, it is increasingly important to communicate with and engage audiences where they’re plugged in. At Cone, we define new media as “technology-facilitated dialogue^sm among stakeholders.” Engaging audiences through technology is a powerful tool to increase awareness of issues. In fact, The New York Times recently highlighted an organization using new media - the Adolescent Pregnancy Prevention Campaign of North Carolina (APPC), whose innovative Birds and Bees Text Line offers information to curious teenagers about sexual heath on their mobile devices.

 

 

The state faces growing teenage pregnancy rates and risky behaviors - issues that weren’t being mitigated by traditional classroom education. The APPC knew its target audience of 14-19 year-olds had mobile phones, and that the anonymity provided by text messaging would offer a safe and comfortable forum to ask difficult questions about sexual health. The choice of mobile devices as a communications tool shows the APPC understands new media is less “build it and they will come” and more “build it where they already are.” APPC health educators respond to text inquiries within 24 hours, and refer to the service as “sex ed on their turf” - therefore creating a dialogue with teens as opposed to talking at them.

 

Unlike similar programs in other cities and states, the program provides for one-to-one interaction, demonstrating that new media can still be an intimate forum for communication. The Birds and Bees Text Line is only a piece of a larger strategic plan to educate teens about sexual health beyond the classroom, but it has allowed the organization to reach its target audience more effectively and in a way that is culturally relevant.

 

Cone will be speaking more about how to align new media with a corporate responsibility communications strategy at the 2009 Sustainable Brands Conference, where Mike Hollywood, director of new media, and Jonathan Yohannan, senior vice president, will be leading a workshop about New Media for Sustainability.

 

For much more news on this topic, please see our weekly newsletter. Subscribe to Cone's newsletter here.

 

Tags: campaigns nonprofit engagement conferences newmedia

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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

 

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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

 

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

The Salvation Army’s annual holiday fundraising drive, with its iconic red kettles, hand bells, and volunteers in Santa suits collecting change, seemed to defy the odds this holiday. Despite a retail season with lighter foot traffic and pockets with fewer coins to spare, the Salvation Army reported record fundraising in 2008, bringing in $130 million.  That’s 10 percent higher than 2007, which represents the largest one-year jump in revenue growth in more than a decade. With the economy on the brink of a meltdown, how did the Salvation Army achieve record-breaking fundraising?

 

It innovated. The Salvation Army stretched pocket-change fundraising to new heights, elevating its strategy to a multi-channel, highly engaging program.

 

First, it recognized the power of younger donors and sought them out where they were already plugged in- online via social networks and through their mobile devices. The 2008 program included the ability to donate online, to spread the word via social networking sites and to download an iPhone application specifically developed for the campaign. Other high-tech advancements in the signature red kettle collections included regional testing of “cashless kettles,” which accepted credit or debit cards and “mobile giving,” which allowed consumers to text donations from their cell phones.

 

 

The Salvation Army leveraged these online capabilities and went viral by providing turn-key online fundraising toolkits and incentivizing consumer participation. The Online Red Kettle Campaign provided tools such as email templates and widgets and featured the top fundraisers on its Web site. Internet giving alone brought in $10 million in 2008.

 

At the same time, the organization stayed true to more traditional means of fundraising and awareness by engaging the teen-idol band the Jonas Brothers, leveraging several corporate partnerships including Wal-Mart and Target and never forgeting its volunteer base of 25,000 on-site bellringers.

 

Research shows that consumers are generally giving the same this year but to fewer organizations.  By mixing traditional fundraising tactics with new digital approaches, the Salvation Army was able to tap those with money to give and came out of the season further ahead than ever before.

 

For more fundraising tips beyond the holiday season to use throughout 2009, read our latest article, Fundraising Remedies for the New Economy.

Tags: newmedia research charity economy campaigns fundraising

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March 13, 2009 at 8:26 AM by Carol

It is refreshing to see goodness still bursting through in this bruising world economy. Nike, for the second year in a row, has teamed with Ashoka, a nonprofit that stimulates social entrepreneurism, to search globally for sports programs fostering social change. Both share a philosophy that philanthropy should be driven by innovation. The search takes place online at GameChangers: change the game for Women in Sport.

 

 

Last year three winners each received $5,000. Projects included Grassroots Soccer, a program leveraging soccer's popularity to educate young South Africans about HIV and AIDS, and in the U.S., Sports4Kids which provides physical activity and conflict resolution training to underserved children.

 

This year, the contest focuses on innovative programs targeting women's issues. By tying its philanthropy to key consumer segments, brand attributes such as innovation and its sustainable commitment to building girls' and women's self esteem through sport, Nike strategically links its "goodness" to its business. In these highly challenging times, creating "shared value," as Michael Porter calls it, is a smart business decision to enhance the effectiveness of giving, linking it to core business growth strategies. Interestingly, the potential for social change, not pure commerce, excites Nike through this contest. "If sport can be a major strategy for reducing HIV prevalence, then that's huge," says Ziba Cranmer, senior manager of social innovation at Nike.

 

Kudos to Nike for aligning its innovation in products with its international philanthropy. It is encouraging to see its constant creation of cutting-edge, sport-social impact programs. And, it is perhaps even more encouraging to see the words of Chairman and Founder Phil Knight come to life: “The performance of Nike and every other global company in the 21st century will be measured as much by their impact on quality of life, as it is by revenue growth and profit margins.”

 

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Tags: causebranding philanthropy corporateresponsibility Pedigree campaigns Women Nike

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

A new report confirms short-term price cuts do little to breed customer trust or loyalty. In fact, the Yankelovich poll says, they can actually be damaging to your brand. Seventy percent of respondents said that price cuts probably mean the brand is overpriced to begin with or the company is just trying to move old product. “People are suspicious if you significantly discount your brand,” explained J. Walker Smith, president of Yankelovich Monitor. “If you make significant changes in your value proposition it can confuse them. You have to give them reasons to buy stuff as opposed to just lowering prices as a knee jerk reaction to the economy.”

 

 

But how can companies appeal to penny-pinching consumers who, at the same time, are seeking greater value? Forbes reports on several alternative ways companies are helping recession-weary Americans get back on their feet:

• FedEx, hoping to help those affected by layoffs, offered to print 25 free resumes for customers looking for a new job
• Hyundai offered to buy back cars purchased before a layoff
• The New Jersey Nets offered free tickets to unemployed fans who posted their resume to the team’s online job site
• JetBlue is refunding tickets for customers who lose their jobs after booking flights
• CitiMortgage (subsidiary of CitiGroup) offers three months of reduced mortgage payments for newly laid-off borrowers
• Various restaurants are running “Pink Slip” promotions, including Laiola Restaurant in San Francisco who offered a free meal to anyone who was recently laid off

Rather than slashing prices across the board, these companies are zeroing in on opportunities to show they care and to make life a little easier for consumers. For their effort, they will reap the reward of having a loyal customer base once the market turns around. Consumers who take advantage of companies’ generosity in their time of need are likely to return when they do have money to spend.

Have you seen other examples of companies stepping up? Tell us about it!

Tags: marketing research economy campaigns corporateresponsibility

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

Philanthropy that’s focused, yet flexible enough to respond to the changing business and social climate is the smart approach leading companies are taking today. Companies such as Wal-Mart, GE and Visa have said they are allocating more funds and/or in-kind donations to address immediate domestic needs. One of the most pressing is childhood hunger. In the U.S., 1 out of every six children (more than 12.4 million) are going hungry, and as the economy deteriorates, this number will only grow.

To make it easy for people to take meaningful action in the short-term, Tyson Foods is joining Share Our Strength, Hum. Minds at Work., Kompolt and MediaSauce in a new collaborative initiative called the Pledge to End Hunger. For every pledge made on the site (as long as it reaches the 1,000+ goal), Tyson will donate 35 lb of food (enough to feed 140 children) to a food bank in Austin, TX where attendees will soon gather for the annual SXSW Interactive Festival. The two states that generate the most pledges may also have an opportunity to receive their own truckload of food if the tally passes 1,000.

You likely have hundreds of followers and friends on your Facebook and Twitter networks alone, so simply visit the site and pledge- to give, volunteer or help spread the word.

Tags: Volunteer newmedia charity currentevents campaigns

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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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October 28, 2008 at 11:10 am by Cone

With economic woes causing many charities to worry about a fall-off in donations, Western Union is helping cash-strapped consumers support one of eight leading non-profits without spending a dime.

 

This week, the company launched a Facebook campaign dubbed Our World Gives, inviting users of the popular social networking site to vote for the non-profit to receive a $50,000 contribution. Contenders include Accion USA , American Red Cross , CARE , Mercy Corps , Room to Read , US Fund for UNICEF , Opportunity International , and World Vision . Our World Gives’ is part of Western Union’s Our World, Our FamilySM program, a five-year, $50 million commitment to facilitating global economic opportunity. (In the interest of full disclosure, Western Union not only is a fascinating company, but also a Cone client.)

 

 

Users have approximately 35 days to rally friends and family on behalf of their favorite cause. This effort is part of a broader trend toward participatory or democratic philanthropy, which engages the public in corporate and foundation decision-making around giving priorities. Read the Chronicle of Philanthropy’s coverage and share your thoughts.

 

-Talya Bosch, Account Director, Cause Branding

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October 10, 2008 at 1:34 pm by Cone

“Wash, dry, repeat.”   A fitting mantra for a team of Procter & Gamble employees and volunteers working tirelessly to wash thousands of loads of laundry for victims of the frequent natural disasters afflicting the United States over the last few years.  What began as an effort in New Orleans after Hurricane Katrina, the Tide brand’s “Loads of Hope” program has since traveled, fittingly, in a bright orange truck, to California after the wildfires, Iowa for flooding, and most recently, to Galveston, Texas after Hurricane Ike overwhelmed the city. 

 

 

 

Although many of P&G’s uniquely brand-specific programs are widely marketed (Pampers’ “One Pack = One Vaccine,” “Crest Healthy Smiles,” Tampax/Always’ “Protecting Futures,” for example), Tide’s “Loads of Hope” seems to be quietly toiling away in regions affected by natural disasters to provide a small, but meaningful and overlooked service to those struggling to recover.  Pressing global issues may be top of mind for many organizations today, but at the same time, nearly half of Americans still believe companies should prioritize support of issues that affect the quality of life locally.  As economic conditions further unravel, the importance of in-kind programs that help heal local communities and engage employees in meaningful work will only continue to grow. 

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July 31, 2008 at 4:05 pm by Cone

 

American Express is at it again!  As the company that coined the term “cause marketing” decades ago, American Express continues to innovate and respond to this ever-changing marketplace by letting consumers nominate social programs and organizations as the recipient of up-to $2 million in grants

 

On July 22, American Express launched its Members Project®, encouraging card members to submit their ideas to make a positive impact on the world.  The program’s slogan –  “ Your ideas. Your Decision. Our Money. ” – is pretty hard to resist. 

 

Here’s how it works:

• Card members access American Express Project Starters tool kit to apply and nominate a social program.
• Card members and others will join the discussion and spread the word to garner support.
• Vote: Only card members vote, so if you don’t have a card, they let you sign up to receive one. 

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June 23, 2008 at 12:38 pm by Knowledge Leadership

 

Relationships are rarely easy, but this one sounded like a partnership made in heaven.  The parties complemented each other well, and the partnership wasn’t based in superficialities.  We’re talking about the relationship between the Sierra Club and Clorox’s line of Green Works cleaning supplies.  The partnership, in which the Sierra Club lends its name and environmental halo to the company in exchange for an undisclosed portion of sales was, not surprisingly, scrutinized from the beginning.  But the commitment seemed genuine and the products passed muster.  Yet a new story last week in Ad Age tells us that despite an estimated $20 million in sales and endless exposure, behind the scenes the relationship remains controversial, at least among the environmental group’s own members.  Ad Age notes, “four of the Sierra Club’s 64 chapters outright opposed the association.  And it’s not hard to find a blog by outraged former Sierra Club members decrying the partnership.”  In fact, one chapter insists it was suspended as a result of its criticism of the partnership, but the Sierra Club argues there were other mitigating factors.

 

Whatever the truth, one key lesson is that “creative” partnerships need to be forged with both internal and external constituencies in mind.  It seems the Sierra Club carried out due diligence to ensure the product line that was to carry its seal truly lived up to its promise. But the environmental group may have failed to apply the same due diligence to engaging its own vociferous members.  When there are such strong nonprofit and corporate forces at play, there will also be strong opinions, particularly in an arena as highly contentious as the environment.  We’re still in the nascent stage of environmental product endorsements, so both partners must tread carefully to avoid accusations of “selling out” or greenwashing.  The greater the engagement of key stakeholders- including internal ones- in the conversation, the more apt they will be to air their concerns and find a common ground. 

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June 6, 2008 at 1:11 pm by Knowledge Leadership

 

A recent article in the New York Times featured the much-lauded malaria-prevention campaign Nothing But Nets ; a campaign we’ve been following too.  In fact, Carol Cone spoke about the grassroots campaign, stemming largely from a 2006 Sports Illustrated column, to conclude her speech on “Harnessing New Media for Your Cause” at last week’s Cause Marketing Forum.  The program, for a mere $10, allows donors to purchase an anti-malaria bed net and save the life of one of the million children who die from the preventable disease each year. 

 

The campaign is successful precisely because it provides simple tools that deliver easily achievable results.  It utilizes the power of new media to inform, connect with and mobilize people to save lives.  Due to their sheer volume and seeming complexity, the use of new media tools for cause campaigns can feel like an overwhelming endeavor, but it need not be if we remember that the objectives are still the same:  to tell powerful human stories, to listen to and engage with our audience and to provide actionable, tangible results.  New media tools provide a more efficient infrastructure for people to spread a call-to-action virally among their friends and other contacts.  With the help of a diverse array of partners and supporters (including the UN Foundation, the Methodist and Lutheran Churches, the NBA, VH1 and American Idol), Nothing But Nets has successfully raised more than $20 million, largely from teenagers and young adults who are drawn to the Web-based communication (including videos, a game and interactive maps), and who can effectively save a life for less than the cost of a pizza.  Few other small investments provide such a substantial return.

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April 11, 2008 at 1:20 pm by Knowledge Leadership

Dove’s “Campaign for Real Beauty” has helped define the landscape for modern cause movements, but as Dove announces its plans for a new online community for women, an April 10th advertising column in The Wall Street Journal questions the marketing impact of the campaign.  Suzanne Vranica writes, “...the marketing impact has been somewhat blunted by the fact that the social cause hasn’t been linked directly to specific Dove products.”  Yet this is precisely what makes the campaign so powerful and so appealing to millions of women.  Rather than a targeted cause marketing program that benefits a particular product, Dove has infused its entire brand with a sense of doing good. 

 

Early on, some critics assailed the campaign for touting a cellulite cream in its ads.  How can you campaign for “real beauty” they would argue, while hawking a cellulite minimizing product?  Although there are still incidental product ties, today it seems that connection has largely dissipated, and the campaign has discovered its real roots as a self-empowerment movement for women that crosses generational, ethnic and socioeconomic lines.  (Incidentally, according to Dove, sales did increase for products featured in campaign ads, by an astounding 600 percent in the first two months.  The company also saw a 20 percent increase in overall sales across the entire brand in 2005.)   

 

Product lines come and go and their appeal is limited to target audiences, but a movement that speaks to women on a deep emotional level has staying power.  By avoiding overtly promotional connections to products in this campaign, Dove has built a legacy brand.

 

For more on this issue, please see Cone’s recent article in the Jan-Feb issue of Contribute magazine (under 'Cone Research and News' at right). 

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