Organic, non-GMO, 100% recycled, “oh my!” By default, supermarkets are getting a rapid makeover as companies strive to become more responsible.

To start, shoppers can likely expect an influx of organics on local shelves, as it’s been identified as the No. 1 food trend of the coming decade, far surpassing easy meals and low-calorie labeling. With a market already estimated at more than $23 billion annually, there is no doubt that continued consumer interest will have companies rushing to capture a piece of the expanding pie.

Not to be outdone, Whole Foods is adopting a non-GMO verification for all its private-label products and is expected to begin rolling out new packaging later this year. Executives note that although the verification is not required, they hope it will help consumers make more informed purchase decisions.

And the momentum in the supermarket doesn’t end with the product itself. Earthbound Farm and Naked Juice separately announced they are raising the bar by converting to 100% post-consumer recycled plastic packaging. "These are major consumer brands using recycled content," says Anne Johnson, director of the Sustainable Packaging Coalition, in an article in USA Today. "It's a big deal." For its part, Earthbound Farms explains the move is about marrying its organic food with a responsible image. The switch has happened in light of research that found environmental packaging by food companies to be the third most important purchasing factor for North American consumers — ranking slightly below freshness of ingredients and additional health benefits.

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.

Want to build a brand relevant to your supporters? Then say what you do in a crisp and clear way.

The Cone Nonprofit Power Brand 100 found that organizations who clearly state their issue focus in their brand names are perceived by consumers as more familiar and personally relevant. For example, the National Cancer Coalition captured higher consumer relevancy ratings than organizations whose names were more ambiguous. Clever or creative branding is good, but clarity makes communication easy - donors, volunteers, clients and potential advocates can easily understand who you are and what you stand for.

Another brand element to consider: your organization or program tagline. Does it support the mission of your organization? Does it say what you do? To explore this topic, nonprofits and foundations of all sizes can enter their taglines in the 2009 Getting Attention Nonprofit Tagline Awards. Visit Nancy Schwartz’s blog for more details about the friendly competition and to submit an entry.

Corporate giving in 2009 may not be quite as dire as anticipated. According to a new survey from the Chronicle of Philanthropy, about half of responding companies said they would maintain roughly the same giving levels in 2009 as they did last year.

The Chronicle study (premium login required) on the state of corporate philanthropy is composed of corporate giving data from 108 of America’s largest companies. It’s chock full of useful data and information that address some of the most common questions among cause marketers and those interested in corporate giving trends.

A few key findings the Chronicle reported:

• 2009 Predictions: Of the 96 companies that provided predictions about how much they would donate in cash and products this year, 51 said the amount would stay roughly the same as in 2008, 15 expected it to decline and five said it would grow.
• 2008 Giving: The survey found that despite the gloomy outlook, cash giving among big companies grew in 2008. Of the 71 companies that provided data for 2007 and 2008, cash donations rose from $3.6-billion to $3.9-billion, a 9-percent increase — or about 5 percent when adjusted for inflation.
• Biggest Givers (cash & in-kind): When both cash and products are counted, the computer software company Oracle gave the most in 2008 ($2.1-billion), followed by Pfizer ($1.9-billion) and Merck & Company ($821-million). Product giving makes up most of corporate philanthropy, accounting for 66 percent of what the companies in the survey donated in 2008.
• Biggest Givers (cash): Among cash contributors, Wal-Mart led the pack, awarding $320.5-million, an increase of almost $20-million over 2007. The second and third largest cash donors were Bank of America ($226-million) and Exxon Mobil Corporation ($188-million).
• 1% Rule: Businesses awarded a median of 1 percent of their 2007 pretax profits to charity in 2008. This represented a decline from last year, when they donated 1.4 percent of their profits.
• Matching Gifts: Ten companies have reduced or cut their employee matching-gift program.
• Business Alignment: The results also show that companies are becoming increasingly strategic with their giving, often focusing on basic human needs and decreasing giving to arts, culture and capital campaigns. The article discusses giving among financial and automotive companies, as well, given the stress these industries are under.

Since yesterday’s launch of The Cone Nonprofit Power Brand 100, we’ve had many great discussions about the research. Every conversation starts with the same question. “What is it about the Top 10 that makes them the Top 10?” The answer, in a word, is ENGAGEMENT.

Whether 100+ years old, or newer kids on the block, these nonprofits are experts at leveraging multiple points of consumer engagement. Many have bricks-and-mortar facilities (YMCA, The Salvation Army, American Red Cross, Goodwill, Boys & Girls Clubs) or in-your-face marketing (Habitat, American Cancer Society) that keep them top-of-mind with consumers, donors and other stakeholders.

Other common threads include:

• Their services have broad appeal to an array of stakeholders
• They are entrenched in hundreds or even thousands of local communities across the country with extensive consumer touch points
• They provide a credible voice and are a sought-after resource to help in difficult times
• They have successfully partnered with companies to reach a broader array of constituents with a clear call-to-action
• They have derived significant revenue through cause commerce (selling goods or services that help fund their cause)

It’s also notable that six of the Top 10 Nonprofit Power Brands are domestic social needs organizations (The Salvation Army, United Way of America, American Red Cross, Goodwill Industries International, Catholic Charities USA and Habitat for Humanity International). This sector is thriving as Americans turn their attention homeward since the devastating disasters of September 11 and the 2005 hurricane season. And, in these tough economic times, individual support of nonprofits providing life’s basic necessities has actually increased, and we expect this sector and its organizations will only sustain their upward momentum.

Visit our Web site to get branding insights straight from the Top 10, or to hear from the CEOs of the United Way, Catholic Charities and the American Cancer Society.