Disaster Donations: Haiti vs. Chile
Donations for relief efforts in Chile pale in comparison to those for Haiti. The Chronicle of Philanthropy reports in an interview that a mere $250,000 raised by Americans three days following the Chile disaster, which starkly contrasts the nearly $97 million raised three days following the Haiti earthquake. Despite experiencing a stronger earthquake, Chile’s existing building codes and infrastructure better prepared it to cope with damages. However, several other factors may have influenced the difference in donations:
Consumers Are Tapped Out – Many Americans responded to the Haiti crisis by taking part in the widespread text-to-give campaigns promoted by major relief organizations, through which the American Red Cross alone raised $32 million. Mobile giving was a fast and easy way to respond to the crisis, but some may simply be overwhelmed by donating to the second major disaster in a two-month period. In addition, there has seemingly been more media attention for the Haiti disaster, which continues to capture headlines amidst the Chile crisis.
Call To Action Was Less Urgent – The Chile government’s call for aid didn’t take place for several days after the disaster which influences donor urgency. According to The 2010 Cone Text-to-Give Trend Tracker, more than one fifth (22%) of respondents indicated they would donate to causes via text message only when the need was urgent.
Haiti Activated Grassroots – In Haiti, the need for donations was immediate and urgent. Individuals were activated to help not only through popular donation campaigns by organizations such as the American Red Cross and Yele Haiti, but also through their own grassroots efforts that utilized events and social media. The Wall Street Journal this week highlighted some of the more extraordinary methods for individual fundraising, such as a skydiving nun and pajama-clad office workers.
Celebrity Involvement – The star power that surrounded Haiti undoubtedly drew additional attention to relief efforts. Whether sports stars making a statement on the courts or a star-studded telethon, celebrities came together for the cause and inspired other Americans to do the same.
None of these factors are the responsibility of any one stakeholder. Governments, relief organizations, businesses, influencers and consumers need to work collaboratively toward a common solution for maximum impact, and we saw this collaboration in top form following the earthquake in Haiti. The sobering reality of the back-to-back earthquakes of 2010, however, made it clear that no two disasters, or their resulting relief efforts, are the same. What will you and your organization proactively prepare to do when another disaster strikes?
Tags: cause fundraising global newmedia crisis donation currentevents
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Teach a Cause to Fish
To infuse passion into a cause, organizations can look to this classic adage for inspiration - “Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime.” In the cause-related marketing space, we’re seeing this concept play out as some organizations offer not just philanthropic dollars and product tie-ins, but the actual tools and infrastructure needed to empower consumers to rally their own supporters for the cause.
Case in point is the recently launched Bisquick Pancake Nation (Cone client), which provides consumers with the tools they need to host a successful pancake breakfast in support of a cause. Bisquick bypassed the more traditional cause route (i.e., donating a portion of sales) and instead is offering a collection of resources to help the organizers of the nation’s many community pancake breakfasts plan, promote and execute successful events. The Web site offers everything from pancake recipes to signage templates and downloadable placemats. In addition, there are grants available for organizations to promote their events.
Other recent examples of “teach a cause to fish” include Macy’s holiday 2009 “Come+Together” campaign and Yahoo’s 2009 year-end “You In?” campaign. Macy’s approach encouraged consumers to host a dinner party and ask guests to donate money to Feeding America (Cone client) in lieu of the traditional hostess gift. In addition to matching any donations, Macy’s provided celebrity recipe ideas/meal plans, invitations and music ideas to create the perfect dinner party. Yahoo harnessed the power of consumers by asking users to commit to random acts of kindness and use the Yahoo network to post their good deeds and encourage others to do the same.
Empowering consumers to lead cause efforts encourages a deeper level of engagement with both the brand and the issue and a bigger impact in the communities where it’s most needed. When consumers have an active role in the program, they’ll be evangelists for your message and more likely to engage in future efforts, too.
Have you seen other examples of this approach? Please share!
Tags: campaigns trends newmedia corporategiving causebranding
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New Research: Text-to-Give Trend Tracker
Americans were quick to react to the Haiti disaster last month, donating millions of dollars in a matter of hours. A driving factor in the lightning-fast fundraising was the ease of donating through the Web and mobile devices.
The results were so impressive – the American Red Cross raised more than $32 million alone through its mobile text-to-give effort – that Cone wanted to explore how, and why, many Americans engaged in text-to-donate campaigns. We fielded a brief, two-question online survey with Invoke Solutions to explore the trend, and the results revealed 13 percent of respondents donated via text message following the earthquake. Although this number may seem low given the massive support for relief organizations, it represents well over a 100 percent jump from Cone’s 2009 Consumer New Media Study conducted just last fall. In that survey, six percent of American adults said they had donated to any cause via mobile phone over a 12-month period.
Most of the 13 percent who texted a donation to Haiti indicated they did so because it was the fastest and easiest way to respond to the urgent need (8%). But the survey also indicated that the success of text-to-give efforts for Haiti may be more than just a flash in the pan. Nearly a quarter of respondents (23%) said if they donate once through a text message, they are more likely to donate again.
Mobile donations are clearly building traction with American donors, but what does this mean for future fundraising efforts? Nonprofits looking to engage supporters through this channel should note the other survey findings:
- 27% of Americans are more likely to donate via text message if there is a credible endorser (person, company, nonprofit)
- 27% would be more likely to text a donation if a company/organization “matched” their gift
- 22% would use text messaging to donate to causes only when there is an urgent need
- 19% would rather text a donation to a cause or nonprofit organization than through other means (e.g., write a check or donate online)
- 18% are now more likely to text a donation to their favorite nonprofit organization if it is an available option
We may have reached the tipping point for mobile donations after the earthquake in Haiti. It will be interesting to watch if and how nonprofits adapt this technology to their own causes through urgent, yet strategic appeals.
About the 2010 Cone Text-to-Give Trend Tracker:
The research presents the findings of an online survey conducted in February 2010 by Invoke Solutions among a demographically representative U.S. sample of 1,183 adults. The margin of error associated with this sample of this size is ±3%.
Tags: donation currentevents nonprofitcausebranding fundraising newmedia
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The Race is on to Catch Foursquare – Enter CauseWorld
Geolocation apps for mobile devices are one of the rising social media trends du jour and Foursquare is the undisputed leader of the pack. But Shopkick’s latest free iPhone app, CauseWorld, delivers geolocation technology with a philanthropic twist - it allows users to make charitable contributions just by walking into stores.
Launched in December of 2009, CauseWorld works in the same way as apps like Foursquare and Gowalla. Using geolocation, the app will show the user a list of nearby participating stores. The user enters the store, checks in on their phone, and earns “karma” – no purchase necessary. “Karma” is not measured in dollar amounts, but in actual deeds. There are nine pre-defined causes, with karma costs ranging from 2-100. Supported by a $500,000 fund donated by Citi and Kraft, CauseWorld is able to take action without any paid contribution from the app user.
With so-called “microgiving” on the rise, Shopkick seems to have stepped into an open mobile niche. But can CauseWorld compete with Foursquare? Let’s take a look at how they stack up:
CauseWorld vs. Foursquare
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Integration with Other Platforms. Both have wisely integrated with Facebook, allowing users to post their latest accomplishments in order to generate more interest but Foursquare also integrates with Twitter. Real-time updates rock – +1 Foursquare
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Prizes vs. Donations. Foursquare users earn badges for visiting participating locations. The most frequent visitor can become a location’s “Mayor,” entitling him or her to free promotional items. CauseWorld karma-collectors are able to make increasingly more large-scale charitable contributions as their visits pile up. Giving is in – +1 CauseWorld
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City Guide vs. Karma Guide. Foursquare serves as a neighborhood guide, showing lists of all businesses in the area. According to Michael Arrington at TechCrunch, CauseWorld lists only the businesses that offer karma. To-do lists and tips are good – +2 Foursquare
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Competitors vs. Do-Gooders. Foursquare may attract users with a desire to compete (looking to earn Mayor-status prizes). After the thrill of the chase has ceased, these users may move on to a new challenge: a different app. With only charitable giving offered in exchange for use, CauseWorld attracts users who have a desire to “do good.” As Marijane Miller of WhatGives writes, a CauseWorld user is “potentially more likely to be converted into a regular shopper” at a store that back his or her cause and values. Doing good and potential ROI – +2 CauseWorld
Winner: ?
CauseWorld is just the first of Shopkick’s soon-to-expand repertoire of offerings. However, bloggers such as Joe Waters have begun to speculate how philanthropy and microgiving can be more consistently incorporated into the Foursquare universe. Is it idealistic to believe that CauseWorld has a fighting chance to survive in the same arena as Foursquare?
- By Emily Coogan, New Media Intern & Marcus Andrews, New Media Associate
Tags: donation cause newmedia causebranding
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Disaster Relief in the Digital Age
All eyes are on Haiti this week, and before anything, we must say that the thoughts and prayers of the entire Cone family go out to the people of Haiti. As nonprofit organizations and government agencies quickly deploy their emergency resources to come to Haiti’s aid in the aftermath of this tragedy, American citizens are just as quickly responding through their own channels – digitally.
With laptops and smartphones at their fingertips, donors are setting records with lightning-fast fundraising tools. Convio, a company that provides donation software to charities, processed more than $20 million as of January 13th – more than it did on December 31st, which is typically the biggest fundraising day of the year. And it wasn’t just online donation that was successful, text-to-donate campaigns saw big numbers too. The American Red Cross has raised $8 million to-date through its mobile campaign, and Yéle Haiti, the nonprofit of musician and Haiti-native Wyclef Jean, has raised more than $750,000 through a similar mobile effort.
Cone’s research on cause and new media this fall found that Americans are using such tools for awareness, but not necessarily translating this into donations. This situation debunks the myth that they won’t donate – for now we know when the need is urgent and the request is easy, citizens will respond through every tool at their disposal. One lesson to emerge from this devastating tragedy is that having new media communications and fundraising capabilities in place before the need is urgent will help mobilize your cause when the situation is dire. And despite the urgency of a message, those that are clear, concise and show ongoing results are lessons all organizations can heed when developing new media communications in support of their causes.
To see Cone’s list of guidelines and resources for companies responding to natural disasters such as the earthquake in Haiti, please click here.
Tags: donation charity fundraising crisis currentevents cause newmedia
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Looking Back to Predict the Future
Despite what the pundits may say, few of us are really certain what 2010 will bring – will the economy bounce back or get worse? Will nonprofits survive or fold under the fundraising pressure? Will the environmentally conscious lifestyle continue to resonate? So instead of predicting the future, we’d like to pause and look back at what has occurred in our portfolio of research – these highlights show powerful growth in just a couple of years for cause-related and corporate responsibility initiatives and may signal a positive outlook for the year ahead.
Cause Research:
Growth in Cause Acceptance: Americans’ acceptance of cause marketing increased from 66% in 1993 to 85% in 2008.
Growth in Global Focus: Since 1993, there has been a 6% decrease in consumers indicating they want companies to focus on the quality of life locally, within local communities and a 5% increase in desire for companies to support the quality of life globally, in countries around the world.
Growth in Differentiation: Americans' likeliness to switch to brands associated with a cause increased from 66% in 1993 to 79% in 2008.
Growth in Purchase: Consumers’ cause purchases almost doubled between 1993 and 2008, rising from 20% to 38%.
Environmental Research:
More Interest: 35% of Americans have greater interest in the environment today than they did one year ago.
Higher Expectations: 35% of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn.
They’re Watching You: 70% of Americans indicate they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.
New Media Research:
More Interaction: 78% of new media users now interact with companies or brands via new media sites and tools, an increase of 32% from 2008.
Better Service: 68% feel better served by companies or brands present in new media, up from 57% in 2008.
Stronger Loyalty: 72% feel a stronger connection when companies or brands are present in new media, up from 56% in 2008.
Marketing is Okay: Consumer willingness to be marketed to via new media increased a dramatic 72% in one year - from 25% to 48%.
If the past year is any indication of what the year ahead holds, bring it on! As you plan for 2010, what questions do you have? What are you curious about? We’re listening to your comments - please share your outlook below.
Tags: research cone corporateresponsibility newmedia causebranding environment
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Pepsi Trading Super Bowl Advertisements for Cause Marketing
Undoubtedly the biggest night in advertising, the Super Bowl attracts all the big players – from Anheuser-Busch InBev to GE – and for the past nine years, Pepsi has been one of the biggest. Until now. This week, the beverage giant announced it will not be advertising in the 2010 Super Bowl. Instead, Pepsi will be investing $20 million into its new cause marketing program.
What a difference a year makes. Last February, we gave kudos to several companies that spent top-dollar to communicate their social and environmental commitments during the Super Bowl. As the 2010 Super Bowl approaches, we are blown away by one company’s decision not to. Pepsi is forgoing millions of guaranteed consumer eyes and ears for higher-touch social media tactics that will be incorporated into its cause program in the coming year. This decision speaks volumes about both the changing role of media and the growth of cause marketing as a central part of brand strategy.
So, as we head into 2010 with hopes of an economic recovery in our sights, there is really no denying that cause has reached new heights. We stand at an exciting moment in time for cause – at the onset of a new year that will bring new opportunity. And with such bold moves from big brands, it appears we’re off to a good start.
Tags: campaigns newmedia superbowl causebranding
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Don’t Tell Us It Can’t Be Done
With COP15 in full swing, climate change discussions are heating up – and environmentally conscious companies are joining the conversation. Several big players, including Timberland (Cone’s client) and Coke have launched consumer-focused campaigns to raise awareness of the importance of COP15, which aims to secure a new global climate change treaty to replace the Kyoto protocol.
Image via www.donttellusitcantbedone.com
Because Timberland’s business is the environment, the company has a vested interest in proving companies can make a profit and save the planet – without passing the cost to the consumer. Through its global “Don’t Tell Us It Can’t Be Done” campaign, Timberland hopes to bring the importance of climate change, and the need for binding legislation, to the forefront by giving the public a forum to let their voices be heard. Consumers are invited to get involved by signing an online petition at www.donttellusitcantbedone.com and staying up-to-date on conference happenings with an on-the-ground reporting team, comprised of environmental journalist Olivia Zaleski and Found Objects Films founder Gabriel London, who will post daily recaps and exclusive interviews at www.earthkeeper.com/ActionCenter.
In addition to the “Don’t Tell Us It Can’t Be Done” online campaign, Timberland is connecting with consumers on climate change through global advertising, in-store displays and social networks like Twitter and Facebook. And the campaign doesn’t end after the COP15 conference. No matter the result of the conference, Timberland will continue to call for commitment to the long-term outcome. The company has already achieved a 27 percent reduction in emissions since 2006, committed to building all new U.S. stores to LEED standards and implemented the Green Index, which measures and reports on products’ environmental impact, to help inform the design process.
What’s more, Timberland’s sincere attempts to drive social justice through commerce are paying off. President and CEO Jeff Swartz has appeared in the New York Times, Newsweek, Fast Company and The Sunday Times, and on Fox Business Network’s America’s Nightly Scoreboard and several major UK stations to discuss the company’s environmental commitments. And Timberland’s Earthkeeper collection, comprised of eco-friendly gear, now accounts for about 5 percent of total sales—proof that companies don’t have to choose between making a profit and doing good.
- Erin Zwaska, Account Executive
Tags: timberland cop15 corporateresponsibility environment newmedia
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Warming Up to Causes Online
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:
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Demonstrate tangible impact: illustrate for consumers how their donation is being put to work by showcasing goals achieved in real-time
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Tap emotion: demonstrate why your cause is important to donors through emotionally compelling storytelling
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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
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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: fundraising newmedia causebranding donation campaigns nonprofitpowerbrand100 research top10
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Money Where Their Mouse Is
Cone’s latest research, the 2009 Cone Consumer New Media Study, shows consumers are actively engaging with companies and nonprofits through new media channels … but are they putting their money where their mouse is? The answer is divided.
When it comes to corporate responsibility practices, 62 percent of new media users polled believe they can influence business decisions by voicing opinions via new media channels. And although they report contributing their point-of-view on an issue (24%) or contacting a company directly to share feedback and grievances (23%), new media users are equally or more likely to bypass dialogue and act with their wallets:
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30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
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23 percent indicate they have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand.
Yet, in the area of cause, consumer engagement and awareness is not fully translating into dollars. Although nearly eight-in-10 (79%) new media users believe companies and nonprofits should use these channels to raise money and awareness for causes, fewer than one-in-five (18%) have made a donation.
And some argue that’s quite OK.
As About.com’s nonprofit expert Joanne Fritz points out, using new media is “about making friends, not getting donations. If nonprofits focus on engagement first, the donations will come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”
Do you agree – is it sufficient that new media is driving powerful awareness today, even if donations aren’t always quick to follow? Share your point-of-view by casting your vote in our latest blog poll.
For more information about the study, read the press release and download the fact sheets.
Tags: cone trends corporateresponsibility newmedia causebranding research
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2009 Cone Consumer New Media Study
Do consumers want to engage with companies and brands through new media?
Do they think they can influence corporate responsibility practices online?
Are they supporting social and environmental causes via new media?
According to the 2009 Cone Consumer New Media Study, the answer is a resounding yes … with a few caveats along the way. The new research released today explores American new media users’ interactions with brands, their engagement with corporate responsibility practices and their support of social and environmental issues.
This survey builds on Cone’s 2008 Business in Social Media Study, but this year, we expanded the research to explore the diverse ways in which consumers are engaging with companies and nonprofits through new media.
Key findings include:
- Brand Marketing: Almost 80 percent (78%) of new media users interact with companies or brands via new media sites and tools, an increase of 32 percent from 2008 (59%).
- Corporate Responsibility: Sixty-two percent of users polled believe they can influence business decisions by voicing opinions via new media channels.
- Cause Branding: Nearly eight-in-10 (79%) Americans who are active on new media believe companies and nonprofits should use these channels to raise money and awareness for causes. Yet, fewer than one-in-five users (18%) have made a donation through new media.
Read the complete release here, and visit www.coneinc.com/consumernewmediastudy to download all three fact sheets.
Tags: trends newmedia corporateresponsibility brandmarketing causebranding research
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To Follow is to Lead
Aristotle once said, “He who cannot be a good follower cannot be a good leader.”
While I can’t say he was referencing Twitter, the wise philosopher certainly knew what he was talking about. In the age of new media, following is an increasingly overt component of leadership. Leading companies take advantage of Facebook, myspace, Twitter and the like, to follow the conversation about their brand and business opportunities and engage with stakeholders in transparent and courageous dialogue resulting in mutual gain.
But who should you follow? It depends on your target audiences and needs. For companies promoting corporate philanthropic programs, a few ideas on who to follow and why are below.
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Nonprofit Partners: Learn what they’re doing, who they’re working with and how you can help. Don’t forget to encourage them to promote your program using new media.
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Employees: Connect with your employees online and outside of work to create internal and external program ambassadors, solicit feedback on the program and identify volunteer opportunities.
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Customers: Gauge consumer interest in your cause of choice, monitor for program commentary, and spread awareness by activating consumers virally online.
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Issue Leaders: Stay abreast of the latest trends from the mouths of the movers and shakers; identify opportunities to engage and collaborate on the next big idea.
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Issue Competitors: Keep track of the newest programs other companies are implementing that impact your issue, discover best practices and apply them to ensure your program becomes the best.
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Convening Organizations: Learn about upcoming conferences and events and program promotion opportunities and identify the value of participating.
- Jillian Wilson Martin, Senior Account Executive
Tags: philanthropy Twitter corporatepartnerships nonprofitcausebranding newmedia
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Yoplait Announces New Breast Cancer Campaign
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 yoplait causebranding newmedia
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Issue of the Day: Transparency
Even cold water can’t douse the fire that reusable water bottle company SIGG found itself under this week. The company was berated in the news for deceptive claims after its CEO acknowledged that the liners of bottles produced before August 2008 contain traces of BPA, a substance that has raised significant health concerns in recent years. Elaine Shannon, editor-in-chief of the Environmental Working Group, notes SIGG’s current crisis is less about the actual presence of BPA and more about how the company chose to address the issue. Although company officials knew of the traces of BPA since June 2006, they did not address it publicly until last month.
The lack of transparency set off a torrent of angry blog posts, tweets and online articles by consumers who felt betrayed. The company has already begun to fight the damaging criticism through letters from the CEO and by establishing a program where consumers can opt to exchange their old bottle for a new one. However, the long-term damage to the brand and business will probably be deep.
Today’s 24/7 new media environment is forcing companies into greater transparency about their products, services and business practices, but just as some dig in their heels, there are also those companies who are going quite willingly. In the cleaning products and alcohol industries, not without their share of judgment for the social and environmental impacts of their products, two companies are raising the bar.
SC Johnson – Early in 2009, the company began voluntarily disclosing product ingredients via a Web site, toll-free hotline and on product labels. It will continue to add products over the next three years, aiming to have all ingredients for air care and home cleaning products available to the public by January 2012.
Brown-Forman – The spirits maker recently launched a Web site dedicated to addressing leading alcohol-related social issues, such as youth and alcohol and marketing and access. The site will serve as a forum for the company to share its own positions on the issues and also invites dialogue by allowing visitors to submit comments. Although it remains to be seen how it will use this public feedback, the company is nonetheless demonstrating its willingness to proactively acknowledge difficult issues and work toward collective solutions. According to Jim Bareuther, executive vice president of global business development, “It is an opportunity for us – and for all interested parties – to contribute to the ongoing dialogue and discussion about the role of alcohol in society and how to curtail abuse and promote responsible consumption.”
Those companies who take an active stance in providing concerned stakeholders with complete and accurate information and an opportunity to voice their positions will reap reputational benefits over the long-term, as well as the opportunity to continually innovate and improve their products, services and communications.
The need for transparency is not limited to the area of corporate responsibility and reputation. In its September 2009 brief, Trendwatching.com discusses “Transparency Triumph” as an important consumer trend, shaping both the marketplace and society.
Tags: newmedia corporateresponsibility currentevents transparency
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Cancer Isn’t Funny, But Mustaches Are
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?
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Community: The approach and issue resonate well with the target group, young men, and rallies them around a common cause.
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Partnerships: The products and values of the program’s partners align closely with its objectives, helping to reach participants more effectively.
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Innovative Approach: Movember’s online strategy is at the core of the program, which helps drive word-of-mouth.
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Local Appeal: A grassroots movement that enables participants to launch local initiatives.
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Humor: Each “Mo Bro” that participates serves as a walking billboard for the cause, literally “Changing the Face of Men’s Health.”
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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.
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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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inConetext: Jonathan Yohannan Discusses Sustainable New Media
The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.
Sustainability, corporate citizenship and corporate social responsibility are just a few of the words used by C-suite executives to describe how businesses provide social, environmental and financial value for key stakeholders and society. It’s no wonder so many companies struggle with the sheer volume and complexity of corporate responsibility issues and stakeholder expectations when they can’t even agree on what to call it.
And today, new media have only complicated everything further by accelerating the communications process. The power of stakeholders is much stronger than ever before given their ability to assemble online, wresting control over the message away from companies. So, how does a company keep up? Creating a Facebook page or adding a widget is not going to cut it among today’s tech-savvy consumers and stakeholders, nor will it satisfy their skeptical stance on corporate responsibility marketing efforts. Like all other communications, a new media presence must have the right mix of strategy, messaging and audience to be a success. Cone helps companies navigate this journey from strategy and reporting to engagement and new media communications.
- Jonathan Yohanan, Senior Vice President
Tags: engagement corporateresponsibility cone newmedia
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A Summer of Service
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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Consumer-Centric Philanthropy
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: campaigns fundraising engagement causebranding newmedia philanthropy marketing donation
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Using New Media to Advocate
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 dialoguesm 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: engagement conferences campaigns nonprofit newmedia
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Conference Season 2009
Spring is in the air, and Cone is revving up for an exciting (and busy) conference season. Here is a sneak peek of where you can find us in the next two months:
The Better Business Bureau of NY
CSR Forum II: Leading the Recovery and Restoring Transparency and Trust in Business
May 12, 2009
Carol Cone will be moderating a panel entitled “Responsibility Strategies for Rough Times.” The discussion will include representatives from Verizon, Time Warner and Pfizer.
Sustainability 50
May 12, 2009
Jonathan Yohannan, SVP, will join a candid discussion among business leaders about effective environmental communications.
May 14, 2009
Carol Cone will lead a roundtable discussion entitled “Anatomy of the Corporate Soul.”
The Bulldog Reporter Media Relations Summit
Expanding the Value of PR in the Digital Age
May 18, 2009
Mike Lawrence, EVP and Chief Reputation Officer, will speak on a panel entitled “Lightning Response: Surviving the First 24 Hours of Crisis.”
The 2009 Cause Marketing Forum Conference
May 27, 2009
Carol Cone will help kick off the event with a keynote at the opening dinner about trends in cause marketing and Cone’s latest cause research.
CECP’s Corporate Philanthropy Summit
Under a New Lens: Corporate Philanthropy in a Changed Economy
June 2, 2009
Carol Cone will moderate a panel entitled “Beyond Cash: Leveraging Your Resources.” The discussion will include representatives from Cisco, American Express Foundation and The Eli Lilly and Company Foundation.
June 4, 2009
Mike Hollywood, Director of New Media and Jonathan Yohannan, SVP, will lead a half-day workshop on “Sustainable New Media” where participants will learn how to successfully integrate new media into corporate responsibility communications strategies.
We are honored to be speaking at these leading conferences and hope you can join us!
Tags: Reputation environment corporateresponsibility newmedia causebranding crisis conferences
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Charmin is There, When You've Gotta Go
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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Micro-Volunteerism
Is micro-volunteerism the future of volunteering?
Hat tip to Meghan Keaney at the Speak United blog for drawing my attention to The Extraordinaries, a fascinating software solution which allows volunteers to take part in small bursts of activity when time allows, all from the comfort of their smartphones (think helping to translate a microfinance loan for Kiva while waiting in your doctor’s office or transcribing a Witness human rights video on the bus).
Sure it will never take the place of traditional volunteering – which requires a substantial commitment from both the volunteer and the organization and provides an equally powerful return – but it is a good start toward tapping the unused minutes of the deluge of laid off Americans seeking a way to put their time to good use.
Tags: newmedia
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Salvation Army Innovates to Stay Relevant in Down Economy
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 charity economy research fundraising campaigns
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Social Media for Good - Help Fight Hunger with One Click!
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: newmedia Volunteer charity currentevents campaigns
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The Power of Social Media
What do Obama and Western Union have in common?
Both have successfully tapped into the power of Millennials in their recent campaigns. Our research shows that an astounding 88% of 18-24 year olds use social networks, and both “brands” have been able to engage this growing market. Marketers are finding social media to be a valuable platform for promoting their cause, and young Americans are increasingly accepting of being marketed to online.
Many have attributed the success of president-elect Barack Obama’s election campaign to his ability to utilize new media platforms in his campaign. He was able to rely on his Internet presence for much of his record-breaking fundraising, and Advertising Age even deemed him “Marketer of the Year” for 2008. The use of social media made his campaign widely accessible and empowered voters to have a voice in the election, especially younger voters who are comfortable navigating this realm of communication. But it is not only future presidential hopefuls who can take a tip from Mr. Obama; the engagement of youth activists is increasingly important, and social media is the way to capture their attention.
Photo Credit: www.Gearlive.com
Western Union, a Cone client, mobilized its cause campaign via Facebook with the launch of its Our World Gives application , which encourages users to vote for one of eight nonprofit organizations to receive a $50,000 donation from the Western Union Foundation. To date, the application has attracted over 40,000 voters in its attempt to gain awareness among younger and social media-savvy individuals.
As Millennials surpass baby boomers as the largest generation in the United States, the need to engage via online and social media will become increasingly important, and organizations must be prepared to act. Whether for-profit or not-for-profit, all organizations must take a tip from social media innovators such as Barack Obama and Western Union. It is no longer enough to be present online, as younger consumers are looking for higher engagement and more power to voice their opinions and show what they stand for.
Tags: WesternUnion Obama newmedia marketing
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