filter by tag: donation

August 12, 2011 at 12:31 PM by Research & Insights

Fundraising galas and walkathons a bit too tame for your blood? Perhaps a little body art, a hostage goldfish or a brush with death would be more your style. You wouldn’t be alone. Cause supporters are going to extremes these days to prove their devotion to a cause.

 

 

 

The Social Tattoo Project is hoping a few diehard advocates will get inked in the name of a cause. The Project reveals four topics each week, and via crowdsourced voting, decides which lucky volunteer will soon have a permanent reminder of a cause or event that mattered in that moment (#humantrafficking, #Haiti, #Norway, #poverty and #Japan, so far).

To increase awareness about plastic pollution in the Pacific Ocean, Project Kaisei put the fate of real goldfish “Kai” in the hands of supporters. Only with their donations would Kai avoid moving from his safe aquatic environment into the polluted waters beyond his clear plastic wall. A live Facebook feed implored donors to help “Save Kai” as time ticked by.

Even more traditional nonprofit brands such as the Boy Scouts of America, the Special Olympics and the Make-A-Wish Foundation of America are taking a walk on the wild side. Some of their supporters are repelling down the sides of skyscrapers to solicit donations. Over the Edge, the company that organizes these events, has worked with 62 nonprofits in 2011 alone.

Perhaps desperate times call for extreme measures, but are these efforts making any real impact on the issues? The answer is, it depends. Ill-conceived stunts (remember the Twitter death of dozens of celebs a few months ago?) can easily garner more jokes than dollars, but if your supporters need a little pressure to say, fish or cut bait, a creative and dramatic campaign may be just the motivation they need.
 

Tags: fundraising campaign donation cause stunt extreme

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March 18, 2011 at 12:37 PM by Research & Insights

Japan is facing the aftermath of one of the most devastating natural disasters in recent history – a 9.0-magnitude earthquake followed by tsunami, which caused a nuclear crisis. The series of events is almost unimaginable, and though the damage is high the outpouring of financial support from consumers and companies is notably lower than other recent natural disasters, including the Haiti earthquake last year, Hurricane Katrina in 2005 and the Indian Ocean tsunami in 2004. Why the discrepancy? It may have less to do with human compassion than with simple pragmatism.  Here are several factors at play:

• Factor 1: Japan is a developed nation with the third largest economy in the world. Its infrastructure and resources far outweigh that of developing nations where crises also occur, such as Haiti.
• Factor 2: The Japanese government has not issued a call for support from other nations, and in fact, turned down offers for assistance.
• Factor 3: Nonprofit organizations in Japan, such as the Red Cross, have demonstrated a similar reticence to accept outside assistance from global affiliates.
• Factor 4: Where do you start? As the nuclear crisis continues to escalate, there is not a clear understanding of where Japan’s biggest short or long-terms needs are.

With such reserve from the government and aid organizations, it is hardly surprising that consumers and companies alike may not be responding with the same fervor as we have seen in the past. Despite our tendency to make comparisons, disasters are not all created equal.

Companies looking to support Japan as it assesses damage must realize this disaster may call for a different approach than for those that came before. Japan has resisted some of the immediate support offered, yet that is not to say aid is not desperately needed. The domino effect of the earthquake, tsunami and nuclear crisis paints a picture of a disaster that will demand more than immediate assistance. The best strategy a company can employ is not to have a short attention span.

Instead of sending volunteers, financial assistance or other assets in the short-term, which may not be used effectively or may actually create challenges for distribution on the ground, companies should instead create a thoughtful plan that will help the nation in the long-term, once mass media attention has died down and the nation looks to rebuild. Having patience to assess the needs will prove difficult for companies and American citizens alike, because, traditionally, our country’s largest outpouring of donations and compassion occur as we see the faces of the devastation in real time.

It’s in all of our interests to see Japan recover quickly. With a plan already in place, companies will be prepared to leverage their unique assets when the call for aid finally comes. For now, sit back, assess what the need is, listen to what the ask is, then give what and where it is needed most.

 

Cone offers the following five evergreen tips for corporate disaster response planning:

read more...

Tags: fundraising crisispreparedness donation corporategiving employees crisis

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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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November 5, 2010 at 11:31 AM by Research & Insights

Storefronts can be for more than just peddling wares - they can also serve as a vehicle for promoting the greater good. Although selling products associated with a cause has become mainstream, there are a small number of retailers going beyond the shelf and creating new models for pairing business and philanthropy.


Seattle-based department store Nordstrom caused a flurry of chatter when it signed a lease for a prime NYC location. But the venerable chain isn’t moving into a new flagship location. Instead, Nordstrom will be opening a nonprofit subsidiary that will be branded separately from the well-known retailer. Though the details are still in the works, a Nordstrom spokesperson confirmed “all [store] profits will go to nonprofit organizations.” Perhaps Nordstrom is in search of philanthropic success like that of Geoffrey Beene, the legendary men’s retailer, which donates 100 percent of net profits to nonprofit organizations, raising $145 million for various charities to-date.

In May 2010, Panera opened a pilot nonprofit restaurant driven by the motto, “Take what you need. Pay your fair share.” That’s right – at Panera Cares Cafés, you name your own price. Using the company’s existing distribution system, the goal is to feed community members who can’t afford food for low/no charge with overhead costs, such as rent, staff salaries and food costs, covered by generous patrons who pay full price or above for their meals. Given the success of the first Panera Cares Café in St. Louis, the restaurant is poised to open a number of nonprofit locations around the country.

While each of these retailers is taking a different approach, all are leading the way in creating an entirely new model of philanthropy and cause marketing. These models may seem to contradict the spirit of capitalism, but in actuality are quite progressive, as the role of business in society evolves to one of true citizenship. Only time will tell if these new approaches will serve as viable strategies and help transform retail giving in the future. For now, we commend the innovation of these retailers to align storefronts and giving back.


Tags: causebranding charitablegiving philanthropy retail trends donation corporategiving

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October 29, 2010 at 2:23 PM by Research & Insights

Women often balance the household checkbook, and a new study by the Women's Philanthropy Institute reveals they are more likely than men to be writing these checks out to charity.
The Women Give 2010 study isolated men and women who are “single heads of household,” among other factors, to make direct gender comparisons. The results revealed that across all income brackets, women are simply giving more money away. It seems gender, not affluence, spurs giving.  Women whose household income topped $103,000 gave $1,910, while men in this income range gave $984. Women whose household income was at the bottom of the income bracket, just $23,509 or less, gave $540 while their male counterparts gave $281. Executive Director of Equality Now, Taina Bien-Aimé, says “Dedicated women with no income will send you five dollars. The issues speak to them, and that moves women to give.”

The study also found that women are more likely to donate to a variety of causes, rather than direct a lump-sum to one organization. Women may be giving a few dollars to each issue that crosses their path, whether it’s originating from a coworker, child’s school or community organization knocking at their front door. When engaging this group, provide tools that allow turn-key networking. For example, a personalized fundraising site where an individual can drive others to donate or a toolkit that empowers them to take charge of an on-the-ground fundraiser. The efforts of one woman to gather small donations can add up to a huge impact for the cause.

The research confirms that women hold the desire and capacity to be philanthropic at all income levels. When crafting a campaign to raise funds for your issue, look to engage these super-givers regardless of income level, and provide the resources that help tap into her vast network of others who want to support a good cause.


Tags: Women philanthropy charitablegiving nonprofitcausebranding fundraising donation

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

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

Cone’s Choose You Day events include:

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

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

 

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

Tags: nonprofitcausebranding donation campaigns employees cancer Women cone health

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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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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 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 26, 2010 at 12:12 PM by Research & Insights

Cause sponsorship remains the fastest-growing slice of the sponsorship pie, projected to grow 6.1% in 2010, according to IEG. As a nonprofit, finding the support to keep your organization growing is more crucial than ever. No matter your size, now is an ideal time to tap into the power of cause marketing by aligning your organization with like-minded companies who see the strategic value of association with a cause. Here are a few tips for getting started on your selling journey:

 

• Create guidelines. While corporate partnerships are a proven method to grow revenue, expand relevance and enable program delivery, even more important is protecting your organization’s brand and reputation. Before you begin the selling process, convene the key stakeholders in your organization and come to consensus around what types of companies/industries you will and will not partner with. Put these decisions on paper and make a simple process for determining if new companies fit your standards moving forward.
  
  
• Recognize that it’s not just about the cause. Coming from a nonprofit background myself, I still find it hard to believe – but many companies won’t be sold on supporting your work simply because it is important or meaningful. While you should absolutely educate the company on the social benefit of your organization’s work, your primary job is to show sponsors that association with your work will positively impact their bottom line. A great resource for data to support your case is Cone’s Research and Insights page.
  
  
• Prepare to sell. Ensure that the program or package you’re selling has a specific target audience, multiple points of engagement and a built-in plan to measure success. Develop solid criteria and objectives about the types of organizations you want to work with, research which have a history of (or potential of) supporting cause programs and approach each with its own tailored opportunity.
  
  
• Find the right contact. Don’t overlook networking – you never know when your plumber’s cousin or mom’s best friend might be your ticket to that breakthrough meeting. If you don’t already know the right person, look first for contacts with marketing or brand responsibilities, (they typically have the promotions budget) and quickly identify if they have access to the tools that make things happen at your target company: decision-making authority, budget ownership or a weekly golf date with the CEO.
  
  
• Know their WIIFM (“what’s in it for me?”). Do detailed research on a prospective partner before the first meeting. Tailor your pitch to their needs and share initial ideas of what you envision a partnership becoming. Be clear about the benefits they will receive as a sponsor and show how their key audiences will engage with the program, and by extension, their brand.
  
  
• Close the deal. Don’t let the “ask” linger. Set out a timeline by which you need a decision. Simply ask – what would it take for you to say YES to this opportunity?

And always remember – love your sponsors! No matter what organization you represent – the sponsor is taking a risk by committing to a partnership. Recognize this and delight them with your attention and recognition and you’ll be on the road to creating a true partnership.

 

- Emily Nichols, Account Supervisor

 

Tags: causebranding charity donation corporategiving corporatepartnerships

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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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November 13, 2009 at 12:14 PM by Research & Insights

With all the chatter about the ups and downs of charitable giving during the down economy, it’s refreshing to hear some definitive - and positive - news. According to the 2009 Giving in Numbers Report, released this week by the Committee Encouraging Corporate Philanthropy (CECP), corporate giving was actually up during 2007-2008, despite worries that corporations would back down from charitable commitments as the economic turmoil raged in the second half of the year. What’s more, the data show that companies got creative when the economy started to sink, opting for pro bono work and skills-based volunteerism instead of simply backing down from their social commitments. In fact, the Wall Street Journal this week profiled how four chief executives at leading companies are rethinking their philanthropic strategies.

 

 

Other key findings from the CECP report include:

• A majority (51%) of companies surveyed increased giving from 2007 to 2008 despite 68 percent experiencing profit declines
• Among Fortune 100 companies, who experienced greater-than-average profit declines, 60 percent increased giving from 2007 to 2008
• Of companies surveyed, a full 91 percent report having an employee matching-gift program
• Ninety-four percent of survey respondents have at least one formal domestic volunteerism program and 49 percent of respondents have at least one formal international volunteer program
• The median number of pro bono time donated was 1,080 hours by companies that reported having such programs
• Consistent with past years, 86 percent of companies report having a corporate foundation

To download the full report for free, visit CECP’s Web site.

 

Tags: Volunteer economy donation philanthropy corporategiving research charity

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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 9, 2009 at 11:16 AM by Research & Insights

It’s the little things that count - when you add up the small efforts of many, they can create real change. As consumers, we adopt simple behaviors that can make a collective difference; turn off the faucet, pick up a piece of trash, buy a product that donates to a cause, recycle a soda can. When times are tough and cash donations are in short supply, how can companies adopt this concept to make a difference in society?

 

 

While cash remains critical to any nonprofit’s ability to fulfill its mission, this recession has led to innovative examples of companies leveraging assets, beyond cash, to solve social problems. Patrick Rooney, executive director of the Center on Philanthropy at Indiana University notes that many companies wanting to conserve cash have shifted from financial donations to in-kind contributions – taking a little and making it into something bigger.

 

Some companies offer employees a few hours time to volunteer for nonprofits, which combined can amount to hundreds of hours in professional services otherwise unaffordable. Others are donating new or unused materials that meet the needs of nonprofits, which when taken collectively can have big results.

 

In an interesting new approach to in-kind, a group of airline financiers has established a program called ISTAT AirLink that allows easy donation of unreserved airline seats and cargo space to causes who need to get volunteers and supplies abroad. The program brings together several airline carriers with excess space, offering valuable resources to nonprofit organizations.

 

A key part of this program’s success is the centralized organization, which allows aid agencies to list people, medicine and supplies they need shipped on a Web site, and permits airlines to post spare seats or cargo space. The result; nonprofits get people and resources on the ground, and companies are able to put to harness space which would otherwise be vacant. There is small added investment for the airline – extra cargo handling or passenger service – but the benefit to the nonprofit is huge. As airline financier and founding member Bob Brown notes, "If we can save an NGO a dollar in cost, that should flow right through to the people they're serving."

 

What excess capacity does your organization hold, and how can it be put to use for the greater good?

 

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Tags: Volunteer economy donation corporategiving nonprofit sharedresponsibility charity trends

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

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

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


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

Other breast cancer campaigns in the marketplace include:

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

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

* Cone Client

Tags: causebranding cancer campaigns trends donation yoplait

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July 31, 2009 at 11:22 AM by Research & Insights

In Cone’s recent nonprofit brand report, we encouraged organizations to consider adopting “New Currencies” as an essential element to help boost their brands.  These alternative forms of philanthropy include non-cash support such as in-kind donations, pro bono service and skilled volunteerism.  Every organization needs dollars-in-hand to fulfill its mission, but when the financial resources of companies and consumers are dwindling, savvy nonprofits recognize the value to be found in more creative tender.  These currencies allow organizations to expand the scope of sponsorships and engagement opportunities, and foster relationships even when traditional financial contributions are waning.  At a time when the nation is flush with volunteers – according to a new study from the Corporation for National and Community Service, Americans donated 8 billion hours of volunteer time in 2008 – this trend likely won’t reverse even when the economy recovers.

 

 

The Center on Philanthropy at Indiana University found these philanthropy vehicles to resonate particularly well with Gen X donors.  Citizens in their 20s and 30s are more interested in social advocacy and engagement philanthropy and are more likely to want to work directly with organizations instead of just donating money.

 

The future landscape of philanthropy will include the next generation of not only high net-worth donors, but high-engagement contributors who want to offer their skills and engage in a more meaningful way.  As this shift occurs, nonprofits will need to prepare to accommodate this influx, including establishing the necessary space, guidance and structure for eager volunteers, a challenge many organizations are already experiencing.  Yet, for this effort comes the reward: the valuable assets skilled volunteers can provide include legal advice, IT support and consulting services, to name a few.

Tags: economy research donation nonprofitpowerbrand100 corporategiving

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July 7, 2009 at 11:05 AM by Research & Insights

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

 

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

Tags: causebranding campaigns transparency donation

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

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

 

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

 

 

 

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

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

 

 

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

 

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

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

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Tags: causebranding celebrityengagement nonprofitcausebranding campaigns charity donation

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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.

 

 

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*Cone Client

Tags: engagement campaigns fundraising causebranding newmedia philanthropy marketing donation

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