filter by tag: campaigns

September 9, 2011 at 1:12 PM by Research & Insights

There has been an intense spotlight on American companies in the last few weeks and whether and how they will pay remembrance to September 11 in a public way. Stories in The New York Times*, PRWeek and Marketing Daily, to name a few, tackled the question head on, peppered with challenging language, such as “insensitive,” “exploitative” and “taboo.” No question this is a precarious situation for brands. Society will scrutinize those that implement 9/11-focused campaigns and communications, concerned they are capitalizing on the tragedy, while questioning those who choose to remain silent. And although some efforts seem to have passed the sensitivity test so far, such as American Express’ support of the “I Will” tribute campaign or Home Depot’s “Celebration of Service,” at least one U.S. company has gotten slammed and a few more international advertisements have been deemed outright tasteless.

 

In this country, we ask our companies to be good citizens. And on the anniversary of this tragic date, all citizens will be paying tribute, in their own ways, to the lives lost and changed 10 years ago. It would seem appropriate that companies stand with the nation and share opportunities for service and remembrance.

Cone’s Executive Vice President Craig Bida says five fundamental principles of cause branding will help ensure 9/11 campaigns maintain integrity:

1. Be authentic: Make sure you deeply understand your brand’s unique equity, mission, purpose and values, and act in a way that supports these.
2. Embrace risk: Leadership today is about standing up AND standing for something. This may mean taking on difficult or controversial issues. Remember, there was a time when breast cancer, AIDS and a host of other issues that are now part of our daily fabric were taboo.
3. Be unique: Develop your own take on an issue, identifying a specific challenge that you want to help solve. For example, supporting military families is broad; providing scholarships to families impacted by military service, is more specific and actionable.
4. Don’t go it alone: Nonprofit partners provide critical credentialing and expertise in achieving social impact. Given concerns about exploitation and 9/11-related marketing, this support is even more critical than usual.
5. Communicate impact: Consumers want to know what you are doing to drive change and how their support for your brand will translate into action. Be clear about your impact and think carefully whether this will be perceived as meaningful and actionable by consumers and other stakeholders.

To read Craig Bida’s full POV on marketing during 9/11, please visit the Thought Leaders Commpro.biz Blog.

On a final note, we at Cone stand with the rest of the country this weekend to honor the September 11 victims, survivors and first responders.

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Tags: corporateresponsibility campaigns cause causemarketing

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September 2, 2011 at 12:34 PM by Research & Insights

There’s a reason the phrase “walk a mile in their shoes” is such a common idiom – it’s the best way to truly understand another person’s circumstances. What was once no more than a figure of speech is now a real possibility thanks to new technologies that are bringing issues and experiences to life. Liz Claiborne has been on the forefront of domestic violence awareness for 20 years, and the company recently made the issue even more personal with a new iPhone app that will allow parents of teenagers to understand the true nature of a negative teen relationship. Parents can sign up for the app which will send them a battery of controlling and harassing calls, texts and emails from a “boyfriend” or “girlfriend.”

 

 

In addition to simulating discomfort, technology can also provide positive experiences. Digital museums allow individuals to visit famous places and installations around the world, such as Anne Frank’s house or Monet 2010, without ever setting foot on a plane. And, Trend Central highlighted an app that actually allows new parents to see life through the eyes of a newborn with technology mimicking a child’s vision as he or she goes through the stages of development.

Immersive technologies can enhance our lives – whether promoting empathy or providing rich new experiences. Just imagine the possibilities for bringing causes to life for your supporters and influencers and taking their engagement to the next level. The days in which an organization simply tells supporters a story are winding down; today, they can experience the cause first-hand.

Tags: nonprofitcausebranding campaigns cause

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July 29, 2011 at 12:45 PM by Research & Insights

Just a year ago, mobile giving was the new darling of fundraising. It was an easy and effective way to tap in to new and established donors with an immediate call to action. Today, the future of mobile giving is already ominous. A new study from the Association of Fundraising Professionals and Kaptivate Research reveals over 50 percent of nonprofits have been disappointed with the results of mobile fundraising campaigns – disenchantment that has led to a 20 percent decrease in the use of mobile giving technology in campaigns over the last year.

 

 

Is mobile giving dead? Hopefully it's experiencing more of a rebirth. Although the overwhelming success of campaigns like the American Red Cross’ Text 2Help campaign prompted many nonprofits to rush to use mobile as a fundraising mechanism alone, some organizations are taking a step back to realize the potential of mobile as a communication tool first.

Silver Ring Thing, a Christian group that is using mobile to inform rather than solicit, is sending out news and links to blogs twice a month. DoSomething.org saw radical results from a call-to-action text message sent to its teenage constituents. Since then, DoSomething.org has used texts as a central part of its communication strategy – but it has not asked for donations. Doug Plank, chief executive at MobileCause, explains in a recent Chronicle of Philanthropy article, “The old rules of establishing trust, building community, fostering engagement still apply regardless of the medium.”

 

Nonprofits don’t need to reinvent the wheel when it comes to mobile fundraising; your best practices still apply. Tell your story first, grow a relationship and then ask for a donation. And yes, it can all be done through the simple text message.

Tags: philanthropy campaigns nonprofit fundraising mobilegiving

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July 15, 2011 at 12:08 PM by Research & Insights

When it comes to marketing your cause, are you thinking outside the box (or in it)?

It’s time to think beyond the print ad and webpage and do something a little more eye-catching to make sure your cause program gets attention. With limited budgets and an even more fragmented consumer attention span, cause campaigns are getting creative. This month, Twitter feeds were abuzz about a billboard. Nothing new, you say? Well, what about a live, plant-covered billboard that absorbs air pollution as it promotes the World Wildlife Federation and Coca-Cola? More than 46,000 pounds of carbon dioxide is certainly nothing to cough at. In Ohio, Charter One and the Ohio Association of Second Harvest Foodbanks are betting consumers won’t miss a billboard with “nothing” on it. The organizations teamed up to raise awareness that many families have nothing to eat with a series of billboards with only the word “nothing” written on them in big bold letters.

 

 

Another cause campaign is thinking a little more inside the box. That box just happens to be a pop-up store on the beach. H&M recently created a beach-themed pop-up shop where 25 percent of all sales proceeds go to support WaterAid. The company placed the shop – you guessed it –on the seashore of Scheveningen, a popular seaside resort in The Hague. Speaking of water, Denver Water, a Colorado utility, is coming up with fresh ways to utilize public space to convey a message. The utility recently launched a campaign to show just how much water a running toilet can waste with bright orange barrels piled high in downtown Denver. Other Denver residents found benches reduced to one quarter the normal size and emblazoned with the tag, “Use only what you need.” Finally, a charity book sale in Greenville, South Carolina came up with another clever use of public space with stairs that became larger-than-life books and parking garage windows that were transformed into giant bookshelves. The public space was donated by the city, and the book drive is now deemed the country’s most successful.

Can’t-miss-it advertising and marketing is not the dominion of corporate brands alone. It just takes a little thinking outside the box – or billboard, bench or bookshelf – to make an eye-catching statement for your cause.

Tags: marketing campaigns nonprofit advertising cause

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April 1, 2011 at 12:03 PM by Research & Insights

The economy may be slowly turning the corner, but there’s a bump in the road that has some nonprofit organizations backed into a corner. According to The Washington Post, Congress wants to cut about $30 billion from the budget – much to come from support to nonprofit organizations.


Government funding doesn’t benefit all 1.5 million nonprofits in the country, yet more than half (58%) of the organizations listed on The Cone Nonprofit Power Brand 100 receive at least some financial contributions from the government. Budget cuts will force many nonprofits to turn to cost-effective and efficient ways to get messages out that will resonate with supporters and lawmakers in an effort to retain full funding for their missions.

Planned Parenthood mobilized a social media campaign to fight back against proposed cuts to its government support called “I Stand with Planned Parenthood.” The organization asks supporters to take actions, such as signing an online petition (with more than 800,000 signatures to date), calling local legislators and texting, Tweeting and posting their support on social networks to build grassroots buzz.
 
Other organizations, including Children’s Leadership Council (CLC), a coalition of about 60 advocacy groups, are turning to public relations as a strategy to earn public attention without the need for large-scale paid media purchases to get messages out to constituents and lawmakers.

Budget squeezes for nonprofit organizations are nothing new. Many learn to operate on a shoestring budget from the outset. But for those that rely heavily on government support, the proposed cuts could be a tragic blow to their social missions. Hopefully, with large-scale public support rallied in advance of the cuts passing, Washington will hear the voices of citizens who rely on these leading nonprofits and will choose to soften the budgetary blow.


Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB 

Tags: nonprofitcausebranding awareness campaigns fundraising engagement nonprofitpowerbrand100

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March 22, 2011 at 10:38 AM by Cone Communications

Today is World Water Day, an international day of awareness and action in support of our planet’s growing water needs. World Water Day reaches people around the world, from the one in seven people worldwide who lack access to clean water to the companies, NGOs and governments that support this important cause.

ITT (Cone client) is taking action on World Water Day through its corporate citizenship program, ITT Watermark. For the second consecutive year, ITT is hosting a week-long Facebook campaign to raise funds to deliver clean water solutions to communities around the globe. This year, ITT will donate $1 for each post, comment or “like” on the ITT Watermark Facebook page, up to $10,000 (between March 21 and March 25). Funds raised will support ITT Watermark’s nonprofit partners: Water for People, Mercy Corps and China Women’s Development Foundation.

The 2011 campaign builds on the success of last year’s Facebook initiative, through which ITT donated $1 for each new Facebook “fan.” The evolution of ITT Watermark’s Facebook campaign demonstrates the effectiveness of a tried-and-true social media strategy: first, build your audience; then activate them. After recruiting thousands (4,486 to be exact!) of new fans during the 2010 campaign, this year ITT is focused on activating fans by engaging them in dialogue. The campaign was designed not only to incentivize participation (by offering a $1 donation for taking a turnkey action); its structure, by default, creates dialogue. Throughout the week, users will be asked to answer trivia questions, offer opinions or post photos, all of which trigger a $1 donation. The planned result? This influx of consumer-generated media will encourage others to join the conversation and build a stronger sense of community on the page.

If you’re looking to join millions in taking action on World Water Day or just have something to say, visit ITT Watermark’s Facebook page and ITT will donate $1 for your two cents!

 

- Kate Dyer, Senior Account Executive

Tags: causebranding campaigns newmedia global

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February 11, 2011 at 12:20 PM by Research & Insights

Pepsi Refresh made a huge splash with its launch in 2010 and, more than a year later, it’s still getting a lot of attention. With all the fanfare, it’s hardly surprising it has caused a bit of a stir in the cause marketing world as companies consider whether a voting campaign could also be their best bet for consumer engagement. Before you dive in, consider some challenges unfocused voting campaigns face:

 
1. Impossible oversight: Despite Pepsi’s best efforts to police it, allegations of cheating and fraud continue to plague the campaign. With so many organizations competing, it’s virtually impossible for Pepsi to vet the organizations and keep tabs on their activities, particularly the smaller ones who are off the radar.

2. Scattered results: Reporting results is another challenge because these programs focus on so many issues, at so many levels, in so many places. They can talk about dollars given, number of organizations funded or estimated number of people impacted, but the question will remain as to the deeper level of impact they may have made on any given issue.

3. Conflicting returns: Recent results indicate Pepsi Refresh may have bolstered the company’s brand among consumers, but because there is no direct product tie-in, it hasn’t had the same positive effect on sales. Pepsi seems sated with the positive consumer engagement and buzz, but other companies may expect different results.

4. Resource drain: The voting trend is forcing all nonprofits to continually tap their networks of donors and supporters for votes. Consumers will tire, and it’s a drain on resources for all organizations, particularly the small.

5. Lost cause: As the saying goes, when you don’t stand for something, you stand for nothing. This is a risk companies face with such a broad approach. Even with millions of dollars in grants, it’s hard to articulate what Pepsi stands for today, which is not a promising indication for long-term brand equity.

The key point is that open voting campaigns, like Pepsi Refresh, come with a unique set of challenges and considerations. This unfocused model is not a sustainable way to engage stakeholders and achieve long-term brand equity or social outcomes when used as a stand-alone strategy. However, some companies are taking a more focused approach by limiting voting to strategic partners or issues, which can be powerful ways to engage consumers while reinforcing what they stand for. We anticipate the voting trend will steer away from an unfettered list of causes and organizations, and companies will better harness their consumers’ desire to have a voice by deepening engagement within a strategic cause.

To view Cone’s full POV about voting campaigns, including best practices, visit our website.

Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @Casey

Tags: causebranding campaigns trends superbowl

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February 4, 2011 at 12:30 PM by Research & Insights

It’s not enough for ads, and today’s advertisers, to just sell things – they have to change things, too. In fact, consumers identified advertising as one of the best channels for companies to communicate their good deeds. In response to the demand, some ad experts are stepping up to the plate, using their skills and creativity to foster an advertising-fueled revolution – for good.


One can scarcely discuss advertising at this time of year without mentioning its biggest stage – the Super Bowl. This Sunday, brands will spend an estimated of $270 million to capture the attention of American consumers. Although some companies in the past have used the forum to promote the causes they support, one advertising firm is asking its comrades to go a step further. ADD or DELETE is a campaign encouraging individuals to identify which Super Bowl ads they think “add” to society and those which should be “deleted” from the marketplace – raising awareness for how dollars could be better spent. In addition, the firm issued an ongoing challenge to advertisers to re-direct five percent of global ad spend to support global good, representing about $25 billion annually.

No Right Brain Left Behind is an initiative challenging teams from creative industries to craft products and approaches that promote creativity in education. Led by several advertising heavyweights and in partnership with Social Media Week 2011, the call-to-action will address widespread problems such as poor math scores and falling graduation rates. The initiative plans to pilot winning submissions for how to make school curricula more creative in 2011 and 2012.

Companies – including advertising agencies – are being held increasingly accountable for helping to solve social and environmental issues. Solutions require each entity to leverage its unique assets and marketplace influence for the greater good. So, as you’re rating the ads this Sunday, ask yourself if your industry has answered the call and how your organization can do its part to better leverage the incredible outlet and significant dollars advertising provides.


Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB


Tags: causebranding campaigns superbowl

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January 14, 2011 at 1:14 PM by Research & Insights

As consumers become savvier about social and environmental issues, organizations are continually challenged to deliver sophisticated programs with an eye toward transparency. One way companies can keep up with consumer expectations is by communicating progress toward stated goals or measuring the results of programs in relevant and compelling ways. We took stock of the ways organizations are reporting results and consumer impact and identified six common approaches:

1. Ongoing Tracking – Results are continuously updated in real time
   Pro: Real-time reporting motivates consumers to get involved to help move the ticker
   Con: Demonstrates collective impact, not necessarily impact of individual
   Example: “GE Plant a Bulb” - every time someone views a video on its website, GE will donate a flower bulb. It keeps a running tally of bulbs planted on the campaign page.
   
   
2. Interactive Impact Calculator – Impact is shown through an interactive calculator
   Pro: Invites consumers to crunch the numbers and instantly understand how their personal donation or action will impact the cause
   Con: Does not necessarily capture the ongoing, collective progress of the campaign
   Example: Starbucks “The Big Picture” - Starbucks shows its impact through a customized impact calculator where consumers can enter the number of cups they save per day by using a reusable mug to see how many trees they save over 50 years.
   
   
3. Storytelling – Impact is communicated by sharing personal stories of people who were affected by the issue and helped by the program
   Pro: Makes the outcome real through human connections that satisfy consumers’ emotional needs
   Con: Is abstract and lacks a quantitative component to demonstrate overall progress
   Example: Downy “Touch of Comfort” – Downy demonstrates impact by providing follow-up stories of kids who spend their nights away from home and benefit from the gift of a quilt from Downy.
   
   
4. Customized Mapping – A customized map shows consumer impact – locally or globally
   Pro: Makes the contribution tangible to each individual and is an excellent way to localize a national or global campaign
   Con: Does not necessarily show the collective impact of the campaign
   Example: Odwalla “Plant a Tree” – for every visit to related parks, Odwalla will pay for a tree to be planted. Consumers can choose a state and locate their tree online.
   
   
5. Mosaic – Consumer effort (making a donation, signing a pledge) helps complete a visual mosaic representing the campaign
   Pro: Makes consumers’ contribution fun and essential to “complete” the whole picture
   Con: Although they are a necessary part of the whole, consumers may feel lost in the large picture
   Example: The Body Shop “Stop Sex Trafficking” – by signing the petition, consumers will help The Body Shop raise awareness about the terrible crime of sex trafficking. With the visual roster, consumers can see the names of those who have signed the petition.
   
   
6. Social Math – Potential consumer impact is demonstrated through a simple, clear (often one-to-one) equation
   Pro: Makes overwhelming issues (e.g., preventable diseases) more approachable; showcases how consumer action has a true, measureable result
   Con: Consumers still want to know the overall outcome which requires additional reporting (e.g., 1 pack = 1 vaccine, but ultimately how many lives are saved?)
   Example: Pampers “1 Pack = 1 Vaccine” – for every product bought, Pampers will provide UNICEF with funding for a life-saving vaccine to protect a mother and baby against tetanus.

There are a variety of fun and compelling ways to share results with consumers and help them understand their contribution – but don’t forget that these are reporting outputs (e.g., one million online signatures), not outcomes (e.g., reduction in sex crimes). Reporting results is step one in the process, but consumers still want to hear the full story of how you’ve made an impact on the social or environmental issue at hand.


Tags: trends newmedia causebranding campaigns communications

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January 7, 2011 at 11:08 AM by Research & Insights

The 2010 holiday fundraising push has come to an end, but that doesn’t mean communication of your philanthropy or cause program should fade with the timely tax incentive. In fact, Cone research shows 90 percent of consumers want to hear about corporate cause efforts and 75 percent want to know the resulting impacts of corporate/nonprofit partnerships.

 

Tags: holiday communications causebranding campaigns engagement

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December 17, 2010 at 1:41 PM by Research & Insights

It was a banner year for cause marketing as companies, nonprofits, academics, media, celebrities, government and consumers all turned up the dial on cause. New players included Pepsi and Panera, who have redefined the cause model. It was considered dead and then resurrected. As 2010 comes to a close, we’re taking a look back to see what else the headlines revealed about cause marketing in 2010. Cause was a little:



Outrageous:  NGOs, governments and companies alike all sparked a little bit of outrage this year with campaigns that some considered extreme, disgusting or even downright offensive. Global warming violence, “I Love Boobies” bracelets, globs of fat and STD check-ins all upped the shock-factor for cause marketing in 2010.

Fresh:  Novel or cheeky, both definitions work for the batch of programs and platforms that infused a bit of wit into their appeals to consumers. Although outrageous campaigns can push the envelope from sizzle to scandal, few programs go wrong with a little unexpected sass, such as actor Edward Norton’s crowdwise.com philanthropy community. After all, “If you don’t give back, no one will like you.”  

Healthy:  Even some of the outrageous campaigns we just mentioned were centered on public health efforts, and cause marketing’s focus on improving Americans’ health did not end there. Why? Healthy habits do more than just trim waistlines – they can also reduce crime and improve schools and communities. With all the good these efforts promote, it’s no wonder everyone from President Obama to America’s beverage companies directed efforts here in 2010.

Controversial:  Crisis and cause marketing was a topic we heard and discussed frequently this year. Some efforts ignited the storm – buckets and breast cancer – while others simply found themselves in the middle of it (Dawn Saves Wildlife). In both scenarios, 2010 proved crisis planning must address your cause marketing-, branding-, philanthropy- and responsibility-related efforts, in addition to other areas of vulnerability.

Cut-throat:  Marketing has always been a ruthless game, but cause marketing has generally been exempt from the copy-catting that is de rigueur in the rest of the field. That is until this year when Skechers’ BOBS Shoes seemed to take one too many plays from the TOMS shoes playbook and Komen had its hackles up over tagline look-alikes. Cause is a strategy that works, so companies must continually innovate to keep their programs ahead of the pack.

Logical:  Oh social math, how we love thee. It takes a complex issue and distills it down into an equation that makes sense to each and every consumer. You buy one, we give one. Social math didn’t originate in 2010, but it certainly picked up steam as organizations such as Goodwill and Tropicana employed this communication tool to inspire consumer participation.

Patriotic:  As wars wage on overseas and American sentiment ebbs and flows, one thing is constant: We support our troops. From short-term holiday promotions (e.g., Outback Steakhouse) to long-term commitments (e.g., Walmart), companies showcased their pride in and support of America’s troops and veterans right alongside their consumers.

Mobile:  The overwhelming response to the earthquake in Haiti really catapulted mobile giving to a new level in 2010, but we saw other incredible executions of this tool, as well.  The “I am Here” campaign from a Dallas nonprofit and Pathways to Housing in New York were just two local efforts that employed mobile technology to drive consumers to their cause. Mobile puts fundraising literally in the hands of the consumer, so no doubt we will see much momentum here in 2011.   

Social:  “Friend us,” “follow us” or “click to vote.” If there are any actions that defined cause marketing in the past year, these are certainly them. From Twitter events to geo-location check-ins to online group-buying – there are a variety of cutting-edge marketing tactics being adapted for good causes, proving that any marketer can have a heart.

Bold:  It only makes sense that we end the list where we began. This time last year we featured Pepsi’s stunning announcement it would forgo Super Bowl advertising in favor of a little philanthropic effort called Pepsi Refresh. The year has been defined by big, bold commitments – one cent of every Happy Meal donated to the Ronald McDonald House Charities, national superpowers seek to Change the Equation of America’s STEM education and literacy. Across all sectors we’ve seen a coming together to solve issues we all collectively face.

Cause has reached new heights in 2010, where the flurry of activity, new players, powerful partnerships, creative executions,  deep impact, extensive coverage – even the controversy and criticism – all indicate a field that’s bursting with life and ripe for innovation. All of these factors prove cause has gone mainstream and marketers are realizing that it’s a powerful strategy to break through the clutter and reach today’s consumer in a relevant way. Simply put, we’re excited to see what 2011 brings. Are you?


Tags: causebranding campaigns trends

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October 15, 2010 at 12:47 PM by Research & Insights

Social marketing, which aims to capture attention and initiate behavior change, is most effective when it evokes emotion and feelings. But what if it’s the feeling of your stomach turning? While effective social marketing is often “edgy” (e.g., showing body bags to curb youth smoking), two recent campaigns demonstrate how shock-factor can range from the effective to the offensive.

A PSA for the 10:10 global campaign, a program focused on encouraging participants to cut carbon emissions by 10 percent each year, caused outrage with the extreme measures it took to show what happens when people opt not to take action to fight climate change. Particularly offensive was a segment in the “No Pressure” video in which a teacher blows up students who refuse to take part in cutting emissions. The gory video prompted Sony U.K. to distance itself from the organization by dropping all support for the climate change campaign. In response, the video director issued a public apology for the offensive imagery.


Less graphic, yet similarly stomach-churning is the New York City Health Department’s latest campaign against sugar-sweetened drinks. The print and video ads depicting sugary drinks as glasses filled with globs of greasy fat are enough to catch eyeballs and make stomachs spin. Knowing that nearly six out of 10 adults and four out of 10 kids in New York are overweight or obese, the Department aims to discourage residents from a daily soda habit, which can add 10 pounds of fat in a year. Though some have applauded the NYC Health Department for its efforts to curb obesity, several are left with a bad taste in their mouths.


The NYC Health Department strikes a balance between attention-grabbing and gut-grabbing, but the 10:10 campaign tipped the shock-factor scale over the edge. The climate change PSA’s lack of sensitivity ultimately cost the 10:10 campaign a major corporate sponsor and a huge amount of credibility among peers. It will stand as a warning for other organizations looking to get a message out in an eye-catching way – it may get you attention, but is it the right kind? There is a fine line between communicating an issue and taking a message too far.


Tags: environment marketing campaigns trends health

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September 3, 2010 at 11:37 AM by Research & Insights

It’s hard to believe breast cancer was once a salacious issue for a company to support. Once considered too personal to discuss outside the doctor’s office, today it is the cookie-cutter cause to support in October. You know the issue has shed its societal stigma when everything from soup cans to paper towels bears the pink ribbon in your neighborhood grocery store. However that does not imply we’re past all the blushing and squirming when it comes to public dialogue of very personal health issues.
In the latest breast cancer controversy, one organization’s playful “I Love Boobies” charity bracelets are being expelled from several school districts across the country. Schools claim the bracelets, which benefit the Keep A Breast Foundation, were banned for being “sexually suggestive” or “offensive.” Yet this isn’t the first time we’ve seen light-hearted or humorous campaigns face some resistance and flushed cheeks. Efforts such as “Save the Ta-Tas,” the “Fashion Targets Breast Cancer” commercial and the “Save the Boobs” PSA have all come under fire.

Some touchy issues may be shooed away from the schoolyard, but others are looking to target the youth market. MTV recently teamed up with the popular geo-location provider Foursquare to offer the first cause-related badge for checking in to…ahem…STD testing centers. Part of the network’s Get Yourself Tested campaign, the partnership hopes to dampen embarrassment and instead raise awareness, dialogue and action from teens about sexual health. And what better way to get the word out than allowing brave teens to announce their responsible actions to their entire social networks?

Although shock-factor is sure to get attention for these causes, core to all these campaigns is the authentic desire to get the public talking about important issues, even if they are uncomfortable. Once the dialogue is open, there is room for progress toward solving these serious issues. Perhaps one day discussing STD prevention will overcome the gasps and be as acceptable in our public dialogue as fighting breast cancer.


Tags: Women cancer causebranding advocacy campaigns youth newmedia health

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August 20, 2010 at 2:14 PM by Research & Insights

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


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

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

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

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


Tags: corporateresponsibility causebranding campaigns health sports

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July 19, 2010 at 1:51 PM by Cone Communications

The YMCA of the USA’s announcement that it will now be known as “the Y” has received widespread coverage, including the requisite quote from the Village People. (Let’s get this out of the way: The Village People said they will continue to perform their hit song with the full four letters.) The launch of the new brand, the organization’s first in more than 40 years, was developed to better reflect the work it does and more clearly organize its programming, according to a June 12 YMCA of the USA press release.

The Y’s refreshed brand represents a new day for the organization. The new name aligns with how most people refer to it, and this alignment will help the Y become “warmer, more genuine” and “more welcoming,” according to Kate Coleman, the organization’s senior vice president and chief marketing officer quoted in a New York Times article.

But does “the Y” really do a better job of representing an organization that has traditionally been known as the neighborhood “swim and gym”? Other nonprofits have changed their names (Christian Children’s Fund became Child Fund in 2008) and refreshed their brands (Girl Scouts of the USA launched its new brand strategy July 7). These updates have been, at least in part, an effort to broaden donor appeal, boost membership and compete for corporate dollars in the increasingly marketing-savvy nonprofit industry.

For other organizations, updating the external brand – perhaps adding a new visual cue or making a change to the name – is only part of the story. In the Y’s case, the new brand also includes a reorganization of programs and services, so that everything they offer rolls up to one of three focus areas: youth development, healthy living and social responsibility. This realignment will help the Y concisely define what it stands for, a critical piece of organizational DNA and yet also a daunting challenge to identify for nonprofits, like the Y, who seem to do everything.

 

 - Kate Dyer, Account Executive

Tags: marketing nonprofitcausebranding campaigns nonprofitpowerbrand100

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July 16, 2010 at 12:32 PM by Research & Insights

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

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

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

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


Tags: engagement campaigns corporateresponsibility contests causebranding sharedresponsibility

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July 2, 2010 at 11:38 AM by Research & Insights

• 1 jacket = 11 minutes of career counseling
• 1 working computer = 8.1 hours of on-the-job training

No, social math such as this won’t be found on the SATs, but you can find the answers to several social-impact conversions by using Goodwill’s (Cone client) Donation Impact Calculator. The online tool is part of Goodwill’s Donate Movement and is designed to help users better understand the positive effects of their good deeds by calculating the real-world impact donations have on people within local communities. The movement, which launched this week, “aims to increase conscious donating by raising consumer awareness of the power their donated goods can have in strengthening their communities.”
Goodwill, which appeared as a leading nonprofit in the The Cone Nonprofit Power Brand 100, has put several success factors into play with the new campaign. Here are a few best practices the campaign demonstrates, which others can look to for inspiration:

Demonstrate Tangible Impact: By using social math, the Donation Impact Calculator makes it easy for donors to understand the social impact of their donations. The site also keeps a running tally of how many pounds of usable goods Goodwill has diverted from landfills for the year (note: at the time of this post, the tally was at nearly 1 billion pounds).

Align with Meaningful Partners: Levi Strauss & Co. launched “A Care Tag for Our Planet” in partnership with Goodwill, which includes messaging on product care tags encouraging people to wash their clothes in cold water, line dry and donate to Goodwill. In addition, Goodwill partnered with Lorie Marrero, best-selling author of The Clutter Diet: The Skinny on Organizing Your Home and Taking Control of Your Life, to show people that cleaning out their closets and donating is one way to live simply, live green and have community impact.

Provide A Visual Cue: Goodwill drew inspiration from the iconic recycle triangle-and-arrows symbol in creating its “D” for Donate logo. Soon to appear on everyday products, it serves as a universal reminder to “recycle” through responsible donation, helping provide opportunities for others while diverting usable items from landfills.

Activate Consumers: Goodwill is encouraging donors to flaunt badges of honor for their good deeds by providing Donate flair for Facebook, Twitter and personal blogs – showing their networks that they support donating responsibly and making an impact on the community and the environment.

Issue a Rallying Cry: The campaign issued The Donate Challenge, encouraging people to visit the site, use the calculator and learn more about how to donate with purpose. The effort looks to educate and inspire people and shift their perceptions about the effects their contributions can have within local communities and on the environment.

Goodwill is already a household name for many Americans. Through its creative use of online tools and strategic partnerships, the nonprofit is sure to help re-energize support for donating and ensure it will stay a household name for generations to come.


This week, Cone is pleased to announce the formal launch of its Nonprofit Marketing discipline, with services designed to help nonprofit organizations strengthen their brands and raise funds. This is Cone’s fifth discipline; the agency also helps organizations build trusted brands through the execution of Cause Branding, Brand Marketing, Corporate Responsibility and Crisis Prevention and Management. For more information, visit www.coneinc.com/nonprofit-marketing.



Tags: nonprofitcausebranding corporatepartnerships campaigns newmedia bestpractices nonprofitpowerbrand100

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June 25, 2010 at 12:24 PM by Research & Insights

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


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

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

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

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


Tags: causebranding currentevents environment campaigns crisis

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June 11, 2010 at 1:25 PM by Research & Insights

Is the sustainability message sustainable? This is the question posed for a session Cone will lead today for The Conference Board, and as many of us in this space know, the answer is an unabashed “yes.” For those still unconvinced, here are a few supporting points:

• Investment in CR Steady: 86 percent of companies say investments in green products and green product development will be the same or higher in 2010 than 2009. (GreenBiz.com)

• Consumer Expectations Remain High: 85 percent said their expectations of companies to make and sell environmentally responsible products and services during the economic downturn was the same or higher. (Cone)

• Reporting on the Rise: Nearly 40 percent of firms on the Standard & Poor’s 500 index filed non-financial reports last year, a one-third jump over 2008. (Corporate Register)

• Experts Agree Sustainability Works: 88 percent of global thought leaders agree that improving sustainability performance improves overall brand image. (GlobeScan)

There are many telling examples that showcase how sustainability is not just holding steady, but actually gaining steam, but yesterday’s Environmental Leader highlighted a particularly compelling case. U.K.-based Marks & Spencer launched Plan A in 2007, with 100 sustainability-focused commitments to achieve in 5 years. The program has effectively weathered the economic turmoil to stay on point to meet its 2012 goal. In fact, the company has achieved 62 of its original targets and is slated to achieve all except seven by 2010 – two years ahead of its original schedule.



The company this year ALSO added 80 new or extended commitments with a goal of becoming the world’s most sustainable retailer by 2015. The icing on the sustainability cake is that not only is the company meeting or exceeding its original goals, Plan A became cost positive in 2009. This year, Plan A generated a $73 million dollar profit that was reinvested in the company. And if there's one thing that makes a corporate initiative sustainable, it's a financial return.
 
See Marks & Spencer’s “How We Do Business Report 2010” for complete details about its commitments, including candid stakeholder feedback about the activities – and, yes, responses from the company on how it’s addressing these concerns.


Tags: corporateresponsibility cone economy sustainability conferences bestpractices campaigns research

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June 4, 2010 at 1:28 PM by Research & Insights

Consumers demand it. Cause marketers extol it. Yet some of even the best-known programs fail to live up to it. It’s time to fess up- lack of transparency is the cause marketing industry’s dirty little secret.

 

It is by no means a new issue, but it’s coming to a head as cause programs multiply in the marketplace and consumers and the media expect answers (fewer than half of consumers think companies and nonprofitsare providing enough details about their partnerships). For this reason, transparency in cause marketing was the focus of a keynote presentation Cone’s Chief Reputation Officer, Mike Lawrence, shared yesterday at the Cause Marketing Forum in Chicago. The landscape is replete with state commercial co-venture regulations and advertising disclosure laws, but these can vary by location and are rarely enforced. To better navigate this tricky terrain, Mike suggested marketers, nonprofits and agencies should remember to think like a consumer and ask a simple question to ensure clarity in their cause marketing promotions: “What is supposed to happen when I buy this – and how do I know it did?”

 

 

Language such as “proud supporter of” (Does this insinuate a flat donation? Does the consumer still believe his or her purchase will contribute to this donation?) or “X percent of gross profits” (Will any consumer know what this translates to?) leaves much room for misinterpretation. Instead, strive to provide the program details up front (Who does this benefit? How much of my individual purchase will go to the cause? How long does the program run?) and confirm the total investment in the issue over time so consumers are confident their participation made a difference.

“What is supposed to happen when I buy this – and how do I know it did?” It’s a seemingly simple question – but are you asking it?

Tags: campaigns transparency bestpractices causemarketing causepromotions

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May 14, 2010 at 11:10 AM by Research & Insights

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



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



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

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


Tags: Women health fundraising causebranding campaigns engagement celebrityengagement newmedia

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May 12, 2010 at 11:17 AM by Research & Insights

Today, Cone is joining employers around the country to participate in the American Cancer Society’s first annual Choose You Day. The event encourages Americans to spend 30 minutes doing something healthy and is part of the ACS’s new Choose You movement.

Cone’s Choose You Day events include:

• An hour-long group yoga class
• A healthy snack station
• The 2010 Cone Choose You Walk/Run to the Boston Public Garden

Employees can also make an optional $5 tax-deductible donation to help support the work of ACS. As a thank-you for participation, Cone employees receive a Choose You flower pin along with materials to spread the word and teach others how to make health a priority on Choose You Day.

 

Join us! Find out more information about how to celebrate Choose You Day in your office or how to make a personal pledge for your health by visiting the Choose You site.

Tags: nonprofitcausebranding donation campaigns employees cancer Women cone health

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May 7, 2010 at 1:15 PM by Research & Insights

Mother’s Day is just around the corner. Have you thought of a gift for the special women in your life? Flowers, jewelry or a nice brunch may be indulgent – but a truly memorable gift would be getting mom to care for her health.

Just in time for Mother’s Day, the American Cancer Society* (ACS) is launching a movement to encourage mom to do just that. Called Choose You, this initiative is inspiring women to put their health first and make lifestyle choices that will help them stay well and help prevent cancer. Choose You is primarily focused on women, but also invites men to join the movement and encourage the women in their lives to put their health first. A celebratory launch took place on Tuesday, where celebrity ambassador Ellen Pompeo illuminated the Walgreens’ Times Square digital billboard, the world’s largest, with images of women and men who joined the movement. This was followed by a star-studded honorary luncheon, including Gabourey Sidibe, academy-award nominated star of Precious; JuJu Chang, co-host Good Morning America; Kiran Chetry, CNN’s American Morning; and representatives from Choose You’s National Presenting Sponsors, Sprite Zero and Walgreens. This luncheon also brought together influencers on women's health to hear directly from ACS executives and scientific leaders.


But the movement doesn’t end with the glitz of the launch. ACS is making it easy for individuals to make a wellness pledge online (quit smoking, adopt healthier eating habits, etc.) and gain the support of their peers throughout their journey to a healthier lifestyle. Participants benefit from the emotional and financial backing of their supporters (who can pledge “support donations” to ACS on behalf of their friend's or loved one’s goal). When they achieve success, supporters’ donations will go to ACS. If unsuccessful, the participant's pledge will go to ACS. The structure is a win-win for both the cause and the individual, transforming the model for how to fundraise and incentivize behavior change online.
 
ACS will sustain the movement offline with a multi-faceted, year-round approach that reaches women wherever they are – online, in-store, at the workplace or in local communities – through a variety of targeted initiatives.

And mark your calendars – ACS has established May 12 as National Choose You Day, asking employers to give their workers 30 minutes to do something to promote their health. This annual event will be a reminder of the campaign – and will ensure it is re-energized each year. Suitably, the day of recognition will fall close to Mother’s Day every year, meaning it is always an appropriate time to remind the women close to you to focus on their health.

*ACS is a client of Cone, who helped develop and execute this campaign.


Tags: cone Women nonprofitcausebranding celebrityengagement campaigns cancer newmedia

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April 30, 2010 at 12:55 PM by Research & Insights

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

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



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

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

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

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


Tags: causebranding charitablegiving campaigns fundraising newmedia donation

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April 16, 2010 at 12:22 PM by Research & Insights

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



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

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

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


Tags: causebranding campaigns newmedia corporategiving

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April 9, 2010 at 1:11 PM by Research & Insights

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

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

 

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

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

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

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

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

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

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

Tags: causebranding global campaigns engagement celebrityengagement advocacy

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March 26, 2010 at 1:01 PM by Research & Insights

If there is one social issue capturing attention this week it is the nation’s health, following the monumental signing of healthcare reform legislation by the U.S. government. No matter which side of the debate you sit on, perhaps there is one shared reality – true change will come only when all sectors work together to create solutions. In fact, most Americans (89%) expect business, government and nonprofit organizations to work collaboratively to solve social issues.

 

We are already seeing a lot of cross-sector momentum which demonstrates a sense of shared responsibility. Organizations have started working together to address the national concerns of childhood obesity and healthy schools. A few recent initiatives include:

• Michelle Obama’s “Let’s Move” campaign to fight childhood obesity, supported by the dairy industry
• The American Beverage Association’s agreement to remove high-calorie beverages from schools, which includes key industry players PepsiCo and Coca-Cola
• Jamba Juice and the National Parent Teacher Association's (PTA) creation of a smoothie to help young people get their daily servings of fruit
• Celebrity chef Jamie Oliver’s partnership with ABC for the premier of “Jamie Oliver’s Food Revolution,” a reality series where he sets out to make over the eating habits of families in the “nation’s unhealthiest city”

The government is forcing change, but the responsibility rests on everyone. National health is too large for one organization or sector to tackle alone. Leaders of all sectors should take time to consider how they will impact the issue, and what role they will play in promoting national health solutions. What role will your organization play? Share your plans in the comments below.

Tags: health youth currentevents campaigns sharedresponsibility

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March 22, 2010 at 10:43 AM by Jillian WilsonMartin

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

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

 

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

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

 

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

 

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

 

- Jillian Wilson-Martin, Account Supervisor

Tags: causebranding employees campaigns global Volunteer newmedia Twitter

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March 19, 2010 at 3:01 PM by Research & Insights



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

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

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

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

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

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

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

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

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

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

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


*Cone client


Tags: campaigns newmedia engagement donation causebranding

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February 26, 2010 at 1:23 PM by Research & Insights

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: causebranding campaigns trends newmedia corporategiving

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February 5, 2010 at 1:42 PM by Research & Insights

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: nonprofitcausebranding campaigns celebrityengagement nonprofitpowerbrand100 corporatepartnerships

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December 18, 2009 at 11:40 AM by Research & Insights

Undoubtedly the biggest night in advertising, the Super Bowl attracts all the big players – from Anheuser-Busch InBev to GE – and for the past nine years, Pepsi has been one of the biggest. Until now. This week, the beverage giant announced it will not be advertising in the 2010 Super Bowl. Instead, Pepsi will be investing $20 million into its new cause marketing program.

 

 

What a difference a year makes. Last February, we gave kudos to several companies that spent top-dollar to communicate their social and environmental commitments during the Super Bowl. As the 2010 Super Bowl approaches, we are blown away by one company’s decision not to. Pepsi is forgoing millions of guaranteed consumer eyes and ears for higher-touch social media tactics that will be incorporated into its cause program in the coming year. This decision speaks volumes about both the changing role of media and the growth of cause marketing as a central part of brand strategy.

So, as we head into 2010 with hopes of an economic recovery in our sights, there is really no denying that cause has reached new heights. We stand at an exciting moment in time for cause – at the onset of a new year that will bring new opportunity. And with such bold moves from big brands, it appears we’re off to a good start.

Tags: causebranding campaigns newmedia superbowl

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November 18, 2009 at 2:16 PM by Research & Insights

The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.

 

 

Holiday-themed cause marketing programs have long been a staple for retailers to drive differentiation, loyalty and sales during a cluttered shopping season. This year, major retailers are raising the stakes by creating programs bigger and glitzier than years past. We’ve already begun to see full-scale efforts launched by Macy’s, JCPenny and Walmart that push the needle on innovation and integration.

 

Recently, providing consumers with ‘value’ has been the buzz among marketers of all disciplines. Cause marketers are no exception. Without a lot of money to donate, consumers are seeking ways to ‘do good’ through their shopping. In response, smart retailers are integrating charitable giving into their product offerings and brand experiences to deliver value to consumers on several levels.

 

First, they are triggering donations through consumer purchases or participation. This enables consumers to feel good about their purchase, feel good about helping and offers a critical point of differentiation and reason to buy. Second, they are offering value in terms of specialized offers, such as discounts and coupons, to consumers who participate in cause programs. These incentives provide a pocketbook benefit to consumers, but also give retailers a measureable tool to gauge effectiveness of their marketing efforts. Finally, retailers are demonstrating social impact. Consumers are seeing the real, immediate value of their participation in a cause marketing effort through donation calculators and online tracking.

 

Remember, for this holiday season, when it comes to cause marketing programs, glitz may sparkle, but a value-centric approach will shine brighter.

 

- Rich Maiore, Vice President

Tags: causebranding campaigns holiday

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November 12, 2009 at 6:24 PM by Research & Insights

Brands – and, increasingly, causes – have been tapping celebrity supporters for years, and it’s become a tried-and-true promotional tactic. But it’s important for organizations to understand what they’ll be getting – and not getting – when they bring a celebrity on board. The “ripped from the headlines” best practices below can help guide cause-celebrity relationships in today’s environment.

 

 

1. Know your budget
In many cases, even when a cause is involved, celebrities don’t come cheap. Be realistic about your budget and crunch the numbers beforehand to make sure you’re covering costs – and meeting obligations to partner organizations. Overspending on “operating costs” and administrative expenses leaves a sour taste in the mouths of donors and beneficiaries – like the annual “Funniest Celebrities in Washington” event, which despite steep ticket prices and A-list performers, has failed to make donations to nonprofit partners for the past five years.

 

2. Learn about and leverage your celebrity spokesperson’s passions
Leverage the personal passions – beyond the causes they support – of celebrity supporters. Brad Pitt’s floating house, which combines his appreciation for all things architecture with his charitable efforts – is a perfect example. Through his Make It Right Foundation, focused on providing affordable and sustainable housing for Hurricane Katrina victims in the Lower 9th Ward, Pitt worked with Morphosis Architects to create the “Float House,” a home that can rise up to 12 feet on guideposts, in the event of flooding.

 

3. Think long-term
When searching for celebrity support, look beyond this week’s People cover. Causes that truly resonate with celebrity supporters can foster deep, long-term commitments. Sound like a marriage? Maybe, but you’ll get more bang for your celebrity buck if you find someone who’s willing to do more than pose for photos at your gala. Think advisory board memberships, event hosting and face time with beneficiaries, in addition to attending the usual fundraiser.

 

4. Do your homework
Research isn’t glamorous, but it’s important to understand what you’re getting into with a celebrity spokesperson: they have the power to hurt – or help – your brand. Celebrities are people too, and sometimes they make mistakes (see: Michael Phelps or Chris Brown) that reflect on the brands (and causes) they support.

 

5. Use caution when addressing celebrity compensation
Now that we know celebrities don’t come cheap (see #1), think carefully about how forthcoming (or not) you’re willing to be in addressing compensation for celebrity spokespeople. There’s a fine line between transparency and over-communication.

Example: Promotional materials for the Prostate Cancer Foundation’s campaign (funded by GlaxoSmithKline) featuring tennis star John McEnroe clearly stated GSK paid McEnroe for his involvement. Some are questioning this “full disclosure” tactic – one blog writer said the campaign had thrown McEnroe “under the bus” – while others are applauding its transparency.

 

 

- Kate Dyer, Account Executive

Tags: causebranding nonprofitcausebranding campaigns celebrityengagement

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November 6, 2009 at 11:26 AM by Research & Insights

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: causebranding donation campaigns nonprofitpowerbrand100 research top10 fundraising newmedia

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October 2, 2009 at 1:14 PM by Research & Insights

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: causebranding cancer campaigns trends donation yoplait

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September 16, 2009 at 4:18 PM by Research & Insights

Yoplait, a Cone client, announces its latest cause campaign on our sister blog, Brand Channeler. Know Your Girls is aimed at Gen Y women, encouraging them to to take an active role in their breast health. For all the details, check out the full post and watch the video below.

 

Tags: campaigns cancer causebranding newmedia yoplait

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August 28, 2009 at 11:22 AM by Research & Insights

‘Tis the season for major storms and Ana, Bill, Claudette and Danny have already joined the festivities. Although it’s said that hurricanes are arriving fashionably late this year, there is still an active forecast ahead, and The American Red Cross is encouraging the public to be proactive. Its new campaign, “Do More than Cross Your Fingers,” focuses on disaster preparedness and is using a multi-channel approach to urge consumers to develop an emergency kit and plan. It features an online resource center, offline media outreach, celebrity spokesperson Jamie Lee Curtis, corporate partnerships with Clorox and FedEx and an online store where consumers can purchase emergency kit items.

 

 

As the hurricane season carries on, consumers may not only be thinking about their own emergency plans, but also how they can help others in the event tragedy strikes. To aid fellow citizens in the aftermath of natural disasters, consumers will seek to donate time, money and goods to organizations addressing domestic needs. One of the biggest motivators for consumers when choosing a cause or organization to support is the assurance that their contributions can have a direct and significant impact on the issue, and it’s easy to see these results when it’s in our own communities or on the local news. For this reason, it is no surprise that the domestic social needs sector was found to be the most valuable in The Cone Nonprofit Power Brand 100.

However, it’s important to remember that natural disasters require more than reactive support after a storm hits, as there is often long-term rebuilding necessary for full recovery. By proactively partnering with service organizations that provide relief for and recovery from national disasters that are close to home, companies can position their brands in a relevant way around an issue that resonates with all Americans.

Check out Cone’s guidelines for how companies can most effectively support disaster relief efforts.

Tags: causebranding currentevents environment campaigns

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August 14, 2009 at 10:51 AM by Research & Insights

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

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

 

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

Tags: Reputation Trust campaigns corporateresponsibility economy causebranding

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August 13, 2009 at 5:11 PM by Research & Insights

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: nonprofitcausebranding campaigns newmedia

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August 7, 2009 at 10:24 AM by Research & Insights

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 Research & Insights

We’ve discussed powerful cause videos in the past, but Dawn’s latest cause commercial is once again tugging at our heart strings. The spot, which shows how Dawn dishwashing liquid can be used to safely wash animals affected by oil spills, coincides with its latest cause promotion. For every bottle of specially marked Dawn purchased and activated online, the company will donate $1 to organizations like The Marine Mammal Center and The International Bird Rescue Research Center.

 

Dawn nailed many best practices for cause videos with this commercial – it’s the right mix of emotional, uplifting and transparent.  Visit Dawn’s wildlife site for more information about this program.

Tags: causebranding campaigns transparency donation

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June 25, 2009 at 5:04 PM by Cone Communications

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: conferences cannes campaigns cone awards publicrelations

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June 22, 2009 at 9:57 AM by Cone Communications

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: conferences cannes campaigns cone awards publicrelations

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June 20, 2009 at 1:36 PM by Cone Communications

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: conferences cannes campaigns cone awards publicrelations

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June 19, 2009 at 12:51 PM by Cone Communications

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 Research & Insights

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

 

 

 

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

 

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

 

 

Tags: economy campaigns newmedia

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June 18, 2009 at 2:21 PM by Cone Communications

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 Research & Insights

Cause-related campaigns understandably flourish at certain times of the year- during the winter holidays, October and Earth Day, for example. But this summer is turning out to be just as ripe for opportunities to do good. A few sunny summer campaigns that have launched recently:

 

Electrolux’s “Virtual Lemonade Stand”
Electrolux and its sprightly spokeswoman, Kelly Ripa, have launched a new initiative to support the Ovarian Cancer Research Fund. For each Virtual Lemonade Stand consumers open online, Electrolux will donate $1 to the OCRF (with a minimum of $10k and a maximum of $15k). The company has also committed to donate $500,000 to the cause.

 

 

 

Tom’s of Maine “50 States for Good”
Corporate-sponsored online contests that allow consumers to decide which organizations will get charitable dollars are a leading cause-related trend right now, and during the hazy days of summer, it’s just getting hotter. Through Tom’s of Maine’s “50 States for Good” campaign consumers can help the company decide where to invest $100,000 in communities across the U.S. by nominating and/or voting for their favorite organizations in their states. In the fall, Tom’s will donate $20,000 to each of the five winning nonprofits.

 

 

Gap’s “The Ultimate Happy Hour”

This one’s just for Gap employees around the world. In celebration of its 40th anniversary, Gap has launched The Ultimate Happy Hour to encourage and reward its employees for their volunteer work. In keeping with its commitment to serving underserved youth and women, employees are encouraged to focus their volunteer efforts in these areas.

 

Tags: Volunteer causebranding charity celebrityengagement campaigns

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May 29, 2009 at 11:44 AM by Research & Insights

Some recent cause-related campaigns have proven that a little levity can go a long way in capturing consumer attention.

 

Comedian Will Farrell launched a gag-gift-worthy line of sunscreen, which will benefit the charity Cancer For College. The line of products featuring comical (and slightly stomach churning) images of the popular celebrity will be sure to capture consumer attention. It certainly caught ours.

 

 

 

This week, The New York Times discussed another campaign by The Blood Center of Central Texas, which suggests giving blood can offset bratty behavior, such as failing to hold the elevator, mooching Wi-Fi or taking home office supplies. The humorous tone has resonated with Austin-area residents, and the organization has seen a 20 percent increase in blood donations since the campaign launch. The creative director of the multi-channel campaign notes, “This isn’t the time to go out there and be heavy.”

On the corporate side, KFC’s highly publicized pothole program and Kroger’s involvement in the Bread Art Project captured much attention from consumers and the media alike in recent months for their amusing approaches to addressing problems.

 

 

The stress brought on by the battered economy and struggling job market can make heart-wrenching messages hard to process. A little humor can help capture consumer attention, and when done right, light-hearted messages don’t necessarily undermine the seriousness of the cause.

 

A guest post on Katya Andresen’s Nonprofit Marketing Blog, which shared further “proof nonprofits can be funny,” summed it up this way:

“In conclusion: don’t be afraid to be funny! Remember that humor is just a tool to engage the audience. Once they’re engaged, you can transition to the sensitive subject. The humor is not about the actual subject - nobody is joking about cancer or genocide - it’s just a way to help approach something to which people might otherwise be resistant.”

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

Tags: causebranding celebrityengagement nonprofitcausebranding campaigns charity donation

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May 22, 2009 at 11:36 AM by Research & Insights

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: currentevents advocacy marketing campaigns engagement celebrityengagement

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May 22, 2009 at 11:53 AM by Cone Communications

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 Research & Insights

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 causebranding newmedia philanthropy marketing donation

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May 8, 2009 at 1:13 PM by Research & Insights

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: conferences campaigns nonprofit engagement newmedia

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April 17, 2009 at 1:25 PM by Research & Insights

Tide may be going back to cause marketing basics, but it has also upped the ante considerably for consumer packaged goods cause promotions in the grocery aisle. The detergent brand recently announced that, at least for a limited time, it will give its bottle a complete overhaul, including a special yellow cap and imagery to support its cause marketing program, “Loads of Hope.” This is the most radical change to its packaging in its 60-year history, and it is the next evolution in Tide’s cause marketing program which helps families affected by natural disasters.

Cause marketing efforts are proliferating online, but it is nice to see that on-pack and in-store messaging has not lost its luster. It is a proven way for companies to connect to consumers at point-of-sale and to reward them with an effective dual benefit: a do-good feeling even as they shop for everyday staples.

 

Other cause marketing fundamentals that are resonating as consumers weather today’s tough economic climate:

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

*Cone clients

 

Tags: economy causebranding marketing campaigns

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April 2, 2009 at 4:05 PM by Cone Communications

 

 

Anyone who’s ever heard, “Mom, I gotta go,” knows that Charmin’s sponsorship of SitOrSquat.com is touching lives and improving life. But I must admit it may not be as meaningful a way as P&G does with Live, Learn and Thrive and its Children’s Safe Drinking Water program. Whether you prefer your Charmin strong or just soft, it sure is getting attention! The level of interest waged by this sponsorship shows how sometimes a little bit of levity can bring a lot of positive attention. This online application is certainly bringing Charmin top of mind at this very human moment of truth.

 

Now, if we could only link the brand to a worthwhile cause…something that fits with their equity…hmmm…what about helping prevent diarrhea…seriously…diarrhea from contaminated drinking water is a leading cause of death among the developing world’s children. If we could tie the two, Charmin and helping children in need live without diarrhea by drinking clean water, while also helping your children find a place to sit or squat -- now that could be a winning proposition.

SitOrSquat.com is not perfect though. When I put in my own zip code, the only public loo was posted as Scotty’s Service Station, but the location it pointed to was my friend Patty’s home on the end of a dead end street! Patty has a great loo, but don’t go knocking on her door asking to sit or squat!

 

 

Alana Schmitt Burns, Vice President

 

Tags: newmedia causebranding marketing campaigns

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March 20, 2009 at 11:33 AM by Research & Insights

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

 

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

 

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

 

 

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

 

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

 

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

 

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

Tags: newmedia economy research charity campaigns fundraising

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March 13, 2009 at 8:26 AM by Cone Communications

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: campaigns Women Nike Pedigree

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March 13, 2009 at 1:29 PM by Research & Insights

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 corporateresponsibility economy campaigns

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March 5, 2009 at 9:32 AM by Research & Insights

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 currentevents charity campaigns

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February 6, 2009 at 2:34 PM by Research & Insights

Advertisements for Bud Light Lime and GoDaddy.com may have scored the most viewers (according to Nielsen) in the most-watched Super Bowl of all time, but from our perspective, not surprisingly, the true victors were the brands who used this estimated $100,000-per-second forum to communicate their commitments to social and environmental issues.



Pedigree’s Adoption Drive commercial (#7 on USA Today’s Ad Meter) was humorous and endearing and a nice alternative to the heart-wrenching animal adoption spots we’re most used to seeing, but as the Good Concepts blog notes, it may have been more successful with a more direct call-to-action for consumers. GE’s smart grid technology ad (#28) featuring the Scarecrow from the Wizard of Oz was inventive and nostalgic, if not exactly actionable. And Kellogg’s Frosted Flakes spot (#36) was simple, actionable and community-oriented, a shift we’re beginning to see in many programs as companies reassert their role as good neighbors in times of turmoil. Kellogg’s also put consumers right in the driver’s seat for its cause program, something our research has found is important to 84 percent of Americans when they support cause-related campaigns.

As a whole, the three cause-minded spots were successful because they were simple, largely engaging and well-aligned with the upbeat, effortless tone consumers expect from Super Bowl ads.

But we want to know what you think. Did this year’s cause-related marketing spots score a touchdown or fumble the ball? Take part in Cone’s poll to share your opinions. We’ll share results on the What Do You Stand For? blog.

Click Here To Vote! (or visit us on Facebook)

 

__________________________________________________________________________

 

Update:

 

The results are in, and 100% of respondents agreed that this year's cause-related Super Bowl ads were a touchdown!  However, we must disclose that there were only seven participants- a slow start for our first poll, but thanks to those seven for participating! 

 

Have a burning question? Let us know!  We will be posing questions to our readers regularly.

Tags: campaigns superbowl

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December 12, 2008 at 1:07 pm by Research & Insights

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: causebranding nonprofitcausebranding campaigns advocacy currentevents

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October 28, 2008 at 11:10 am by Cone Communications

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

 

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

 

 

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

 

-Talya Bosch, Account Director, Cause Branding

Tags: campaigns

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October 10, 2008 at 1:34 pm by Cone Communications

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

 

 

 

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

Tags: campaigns

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July 31, 2008 at 4:05 pm by Cone Communications

 

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 Research & Insights

 

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 Research & Insights

 

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 Research & Insights

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

 

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

 

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

 

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

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