June 4, 2010 at 1:28 PM by Knowledge Leadership

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

 

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

 

 

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

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

Tags: transparency bestpractices causemarketing causepromotions campaigns

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May 28, 2010 at 12:49 PM by Knowledge Leadership

Consumers rule the roost when it comes to online conversations. Technology, paired with low trust in business, has created the perfect environment for consumers to broadcast their objections to business practices and programs. And communicating your well-meaning cause effort is no guarantee the chatter will always be nice.


Case in point: the online backlash to KFC’s “Buckets for the Cure,” which was met with seething criticism by both consumers and seasoned cause marketers. The disconnect between the issue (breast cancer) and the product (fried chicken) was the main point of contention. As the conversation simmered, both the fast food chain and the nonprofit partner came under attack. The fact that this partnership has raised millions to-date is lost, perhaps forever, amid the perfect storm of skeptical consumers and critical chatter online.

The best defense? A good offense. Engage the would-be activists early in the process to better predict what issues could arise. In fact, our research found that consumers want to be engaged in the decision-making process for your social or environmental efforts. To help influence initiatives, consumers are willing to take part in a variety of activities, including participating in a survey (70%) or emailing, calling or talking with the company or an employee (32%). By providing these forums for consumers to voice their opinions, organizations will be better equipped to react to possible criticism and adjust their programs accordingly.

And the benefits don’t end there. When their ideas are put to work, consumers are more likely to buy those products and services (60%), feel more loyal to the organization (54%) and are more likely to recommend it to others (51%). So before you tie a ribbon on your soon-to-launch product, why not ask your consumers what they think about the cause, the nonprofit partner and the details? They’ll be eager to engage, and it may just swap a future headache for a brand halo.



Tags: cone engagement advocacy sharedresponsibility research

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May 21, 2010 at 12:21 PM by Knowledge Leadership

For more than 30 years, we have been helping organizations address social and environmental issues (Cause Branding) and change the way they operate for maximum business and societal benefit (Corporate Responsibility). Today, we see a convergence of these distinctive yet synergistic business strategies taking place. We call this intersection of business and society “Shared Responsibility,” and believe the future of sustainable business rests in this alignment – where companies will collaborate with their stakeholders to help address the social and environmental obstacles that stand in the way of greater business opportunity.



In light of this emerging perspective, we fielded research to explore how companies can take a “Shared Responsibility” approach and more effectively collaborate with consumers to help solve social and environmental issues. The Cone 2010 Shared Responsibility Study revealed that despite great opportunity, companies are not quite making the grade when it comes to engaging consumers. Key findings include:

• Eighty-four percent of Americans believe their ideas can help companies create products and services that are a win for consumers, business and society; yet, only half (53%) feel companies are effectively encouraging them to speak up on corporate social and environmental practices and products.
• Three-quarters (75%) of Americans give companies a “C” or below on how they’re engaging consumers around key issues.
• If a company incorporated their ideas, consumers say they would be more likely to buy its products and services (60%), more loyal (54%) and more likely to recommend the company (51%).

Issues today are far too complex and significant for any single entity to address on its own. Shared Responsibility requires the combined resources, ingenuity and sweat equity of business, government, NGOs and consumers. To explore how consumers want your organization to engage them on key issues, check out the full results of the study or read more about where we see Shared Responsibility playing a role.


Tags: cone engagement sharedresponsibility research

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May 14, 2010 at 11:10 AM by Knowledge Leadership

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 fundraising health campaigns engagement celebrityengagement newmedia causebranding

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May 12, 2010 at 11:17 AM by Knowledge Leadership

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: campaigns employees cancer Women nonprofitcausebranding donation cone health

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