filter by tag: newmedia

June 17, 2011 at 11:22 AM by Sarah Kerkian

Reusable bag? Check. Locally grown produce? Check. Check-in? Check.

Farmers markets nationwide are just the latest addition to the growing roster of places where consumers can “check in” using geolocation technology to support a cause. With an heirloom tomato in one hand and a smartphone in the other, consumers can join Gowalla, Frigidaire and actress Jennifer Garner in the “Make Time for Change” campaign to support Save the Children. For each Gowalla check-in, consumers earn a special farmers market badge, and Frigidaire donates $1 to Save the Children’s CHANGE program to provide food for children in Africa (max donation $40,000).

 

Tying a donation to a check-in is easily the most common way companies are using geolocation to benefit causes, but the opportunities do not end there. Progressive organizations are experimenting with check-in technology and other new media – from social networks to mobile technology to QR codes – to drive consumer activism and behavior change, too. Exciting innovations are happening every day (such as“5 Mobile Apps Trying To Do Some Social Good”), but the revolution is only beginning. Download Cone’s latest POV, “New Media is Revolutionizing Cause,” to get ready.

Tags: newmedia causemarketing geolocation

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May 6, 2011 at 12:52 PM by Sarah Kerkian

Functional, free and even edible, QR (quick response) codes are giving new meaning to “look behind the label.” Marketers are employing QR codes in incredibly creative ways, but one of the most powerful and practical applications may be product and program transparency. A few recent examples:
•    The IOU Project has introduced QR codes to its brand of hand-woven fabrics to let consumers trace the life story of its products all the way back to the weaver.
•    A Boston restaurant is whipping up calamari ink QR codes to tell diners about the origins and sustainability of the seafood on their plates. 
•    And a Boston nonprofit is using a QR code to enhance its cause marketing promotion with iParty and Fuddruckers. The campaign links the code to Quora, a question and answer site, to create what just may be a powerful new cocktail for cause marketing transparency. When consumers scan the QR code on the campaign’s paper icons, they’ll be taken to a unique Quora page where they can post comments, questions or access a list of FAQs pertaining to the program.

The demand for detailed information about cause-related and corporate responsibility efforts is growing, while product packaging is shrinking or disappearing altogether. New media tools help bridge this gap and offer new ways to give consumers the information they need to make informed decisions. QR codes and Quora might be a little premature for all but the savviest consumers, but it is an interesting and necessary experiment in the future of customized transparency.



Tags: transparency newmedia causemarketing innovation

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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 25, 2011 at 12:24 PM by Research & Insights

For consumers who are increasingly concerned about how the products they buy are sourced and made – there’s a (m)app for that. Sourcemap, developed by a team from the MIT Media Lab, is an open-source, volunteer-driven website that maps the supply chains of consumer goods. Individuals will soon be able to determine the carbon footprint of all the goods they consume, from orange juice to Xbox 360s. Sourcemap is in the early stages of adoption and the list of goods that have already been mapped is limited but, fortunately, a partnership between Office Depot and New Leaf Paper is bringing the tool to mass market attention.

Image via Sourcemap.org

Sourcemap is not alone. A new era of technology-aided tools is bolstering corporate transparency and helping consumers understand the source and make-up of their favorite products. Good Guide provides a mobile barcode scanning application that works in real time, telling consumers the health, environmental and social impacts of products. For those who want a more qualitative experience, there is Social Yell – an online community that allows users to search and share information about socially responsible companies.
 
Disclosure of this caliber can be scary, but it can actually work to a company’s benefit. Cone’s research shows consumers want to be engaged in helping companies become more responsible and tend to be more forgiving of those that have put forth the effort to build a dialogue. Transparent brands will undoubtedly reap the greatest reputational benefits, helping to foster trust and loyalty among current and potential consumers.

 

 

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: supplychain environment enagement newmedia sustainability corporateresponsibility transparency

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February 16, 2011 at 5:22 PM by Mike Hollywood

An accidental tweet came across the American Red Cross’ Twitter stream this week, giving the nonprofit reason to feel dizzy.

Social media productivity tools such as HootSuite, which allow users to easily manage several Twitter accounts on the same dashboard, come with the risk of updating the wrong account. The person tweeting for the American Red Cross had obviously crossed his or her Twitter profiles. But with any mistake (whether tweeting under the influence or not) comes a lesson for the rest of us: If you are tweeting on behalf of an organization, double-check which account you are logged into before you tweet.

The American Red Cross has handled this error incredibly well. So well, in fact, that it should be a model for others to follow. Here is what they did right:

• Moved quickly
• Removed the tweet
• Acknowledged that nothing is ever *really* removed from the internet
• Admitted the error ON TWITTER with a witty follow-up
• Took further responsibility for the error in a blog post that was honest, authentic and appreciative of folks who recognized it as a simple mix-up
• Laughed at themselves

The response? Most embraced the American Red Cross, including Dogfish Head Beer, which encouraged followers to donate to the nonprofit and re-tweet the call-to-action. The smart and immediate response by the American Red Cross mitigated the risks of the embarrassing misstep, and made the organization seem authentic and transparent in the eyes of its followers.

Not all social media faux pas are as innocent as this one, but it is a terrific example of turning a potential negative into a positive through active social media participation.

 

- Mike Hollywood, Director of New Media, @mikehollywood

Tags: nonprofitcausebranding newmedia crisis donation

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January 21, 2011 at 2:23 PM by Research & Insights

As interconnected as our world is today, it is still difficult to understand the impact of a natural disaster or serious issue from afar. To help bridge this divide, organizations are creating interactive online tools to better connect individuals to global issues, making them more relevant than ever before. Two disaster-related examples caught our eye this week:


IfItWereMyHome.com – a visualization tool that allows users to overlay the map of an area affected by disaster (the BP oil spill or Pakistan flood) atop a map of their own communities. For example, we can compare the devastated area in Pakistan to our office location in Boston, which shows the flood area would extend along the entire east coast. Suddenly, we realize the true extent of this disaster in proportions we can understand. Once users are attuned to the scope of the disaster, the site offers some further information and opportunities to donate.

The Haiti Aid Map – a collaboration of InterAction, BCLC and FedEx – details NGO efforts in Haiti following the 2010 earthquake. The map pinpoints 486 efforts underway by 77 different organizations, allowing visitors to search by topic, community or organization and learn more about what efforts and progress are happening within each. As the challenges in Haiti persist a year after the earthquake, donors may be questioning whether their dollars are being used effectively. Ideally, this site will bring a heightened level of transparency and coordination to the many efforts on the ground and ensure the continued flow of support.   

Interactive “on-the-ground” tools like these are a trend to watch in 2011 as the demand for transparency and accountability in the cause space grows. But they should not be restricted to disaster response. It’s a technique that other large national or global causes should also adopt, as it invites consumer engagement and promotes organizational transparency and accountability – both things sometimes in short supply.


Tags: transparency global trends causebranding crisis newmedia engagement

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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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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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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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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 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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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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March 5, 2010 at 2:15 PM by Research & Insights

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: causebranding donation currentevents global fundraising newmedia crisis

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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 12, 2010 at 11:46 AM by Research & Insights

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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February 2, 2010 at 1:50 PM by Research & Insights

Geolocation apps for mobile devices are one of the rising social media trends du jour and Foursquare is the undisputed leader of the pack. But Shopkick’s latest free iPhone app, CauseWorld, delivers geolocation technology with a philanthropic twist - it allows users to make charitable contributions just by walking into stores.

Launched in December of 2009, CauseWorld works in the same way as apps like Foursquare and Gowalla. Using geolocation, the app will show the user a list of nearby participating stores. The user enters the store, checks in on their phone, and earns “karma” – no purchase necessary. “Karma” is not measured in dollar amounts, but in actual deeds. There are nine pre-defined causes, with karma costs ranging from 2-100. Supported by a $500,000 fund donated by Citi and Kraft, CauseWorld is able to take action without any paid contribution from the app user.

With so-called “microgiving” on the rise, Shopkick seems to have stepped into an open mobile niche. But can CauseWorld compete with Foursquare? Let’s take a look at how they stack up:

 

CauseWorld vs. Foursquare

1. Integration with Other Platforms. Both have wisely integrated with Facebook, allowing users to post their latest accomplishments in order to generate more interest but Foursquare also integrates with Twitter. Real-time updates rock – +1 Foursquare
   
2. Prizes vs. Donations. Foursquare users earn badges for visiting participating locations. The most frequent visitor can become a location’s “Mayor,” entitling him or her to free promotional items. CauseWorld karma-collectors are able to make increasingly more large-scale charitable contributions as their visits pile up. Giving is in – +1 CauseWorld
   
3. City Guide vs. Karma Guide. Foursquare serves as a neighborhood guide, showing lists of all businesses in the area. According to Michael Arrington at TechCrunch, CauseWorld lists only the businesses that offer karma. To-do lists and tips are good – +2 Foursquare
   
4. Competitors vs. Do-Gooders. Foursquare may attract users with a desire to compete (looking to earn Mayor-status prizes). After the thrill of the chase has ceased, these users may move on to a new challenge: a different app. With only charitable giving offered in exchange for use, CauseWorld attracts users who have a desire to “do good.” As Marijane Miller of WhatGives writes, a CauseWorld user is “potentially more likely to be converted into a regular shopper” at a store that back his or her cause and values. Doing good and potential ROI – +2 CauseWorld

Winner: ?

CauseWorld is just the first of Shopkick’s soon-to-expand repertoire of offerings. However, bloggers such as Joe Waters have begun to speculate how philanthropy and microgiving can be more consistently incorporated into the Foursquare universe. Is it idealistic to believe that CauseWorld has a fighting chance to survive in the same arena as Foursquare?

 

 

- By Emily Coogan, New Media Intern & Marcus Andrews, New Media Associate

Tags: donation causebranding newmedia

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January 15, 2010 at 12:02 PM by Research & Insights

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: causebranding crisis currentevents donation charity fundraising newmedia

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January 8, 2010 at 11:58 AM by Research & Insights

 

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: corporateresponsibility newmedia causebranding environment research cone

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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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December 15, 2009 at 8:56 AM by Cone Communications

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: corporateresponsibility environment newmedia timberland cop15

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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 23, 2009 at 11:57 AM by Research & Insights

Cone’s latest research, the 2009 Cone Consumer New Media Study, shows consumers are actively engaging with companies and nonprofits through new media channels … but are they putting their money where their mouse is? The answer is divided.

 

 

When it comes to corporate responsibility practices, 62 percent of new media users polled believe they can influence business decisions by voicing opinions via new media channels. And although they report contributing their point-of-view on an issue (24%) or contacting a company directly to share feedback and grievances (23%), new media users are equally or more likely to bypass dialogue and act with their wallets:

• 30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
• 23 percent indicate they have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand.

Yet, in the area of cause, consumer engagement and awareness is not fully translating into dollars. Although nearly eight-in-10 (79%) new media users believe companies and nonprofits should use these channels to raise money and awareness for causes, fewer than one-in-five (18%) have made a donation.

 

And some argue that’s quite OK.

 

As About.com’s nonprofit expert Joanne Fritz points out, using new media is “about making friends, not getting donations. If nonprofits focus on engagement first, the donations will come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”

 

Do you agree – is it sufficient that new media is driving powerful awareness today, even if donations aren’t always quick to follow? Share your point-of-view by casting your vote in our latest blog poll.

 

For more information about the study, read the press release and download the fact sheets.

 

Tags: corporateresponsibility newmedia causebranding research cone trends

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October 20, 2009 at 11:40 AM by Research & Insights

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: corporateresponsibility brandmarketing causebranding research trends newmedia

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October 7, 2009 at 10:23 AM by Jillian WilsonMartin

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

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

 

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

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

 

- Jillian Wilson Martin, Senior Account Executive

Tags: philanthropy nonprofitcausebranding newmedia Twitter corporatepartnerships

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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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September 4, 2009 at 12:46 PM by Research & Insights

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: corporateresponsibility currentevents transparency newmedia

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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 5, 2009 at 1:52 PM by Research & Insights

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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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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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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May 5, 2009 at 4:19 PM by Research & Insights

Spring is in the air, and Cone is revving up for an exciting (and busy) conference season. Here is a sneak peek of where you can find us in the next two months:

 

The Better Business Bureau of NY

CSR Forum II: Leading the Recovery and Restoring Transparency and Trust in Business

May 12, 2009

Carol Cone will be moderating a panel entitled “Responsibility Strategies for Rough Times.” The discussion will include representatives from Verizon, Time Warner and Pfizer.

 

Sustainability 50

May 12, 2009

Jonathan Yohannan, SVP, will join a candid discussion among business leaders about effective environmental communications.

 

Entrepreneurs Foundation

May 14, 2009

Carol Cone will lead a roundtable discussion entitled “Anatomy of the Corporate Soul.”

 

The Bulldog Reporter Media Relations Summit

Expanding the Value of PR in the Digital Age

May 18, 2009

Mike Lawrence, EVP and Chief Reputation Officer, will speak on a panel entitled “Lightning Response: Surviving the First 24 Hours of Crisis.”

 

The 2009 Cause Marketing Forum Conference

May 27, 2009

Carol Cone will help kick off the event with a keynote at the opening dinner about trends in cause marketing and Cone’s latest cause research.

 

CECP’s Corporate Philanthropy Summit

Under a New Lens: Corporate Philanthropy in a Changed Economy

June 2, 2009

Carol Cone will moderate a panel entitled “Beyond Cash: Leveraging Your Resources.” The discussion will include representatives from Cisco, American Express Foundation and The Eli Lilly and Company Foundation.

 

Sustainable Brands 2009

June 4, 2009

Mike Hollywood, Director of New Media and Jonathan Yohannan, SVP, will lead a half-day workshop on “Sustainable New Media” where participants will learn how to successfully integrate new media into corporate responsibility communications strategies.

 

We are honored to be speaking at these leading conferences and hope you can join us!

Tags: Reputation corporateresponsibility newmedia causebranding crisis conferences environment

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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 26, 2009 at 11:48 AM by Research & Insights

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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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 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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November 7, 2008 at 12:57 pm by Research & Insights

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: Obama WesternUnion newmedia marketing

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