It sounds shockingly simple, but that’s because it is. Our new corporate partner, Changefolio, is a web platform looking to improve the donation experience for both charities and donors.
In their words,
“[Changefolio] empower[s] users to set up automatic micro-donations based on everyday spending. Users connect with their bank, and set up on-going donation rules, like giving an extra dollar to a local food bank every time they buy groceries. We then provide a personalized webpage that allows users to track and share their impact.”
Customers are fickle. They want companies to communicate the impact they’re making but feel overwhelmed by messages of good (think: weariness over pink-washing and green-washing).
You can capitalize on this fickleness by providing bite-sized chunks of good spreading your social message. Check out Cone Communications' research on the most effective ways to communicate social and environmental impact. While social media may seem small at 7%, when added together, online and mobile channels comprise 22%.
Here are some examples of companies showcasing bites of good online:
Annie’s: Cheddar bunnies, mac & cheese, and…community gardens? Peppering ways to interact with the company’s “nourishing communities” is an Annie’s specialty. One way the company does this is via its crowdfunded, school-garden-building campaign.
If you’re well versed in corporate social responsibility (CSR) and social media, you’ve likely participated in the inimitable Susan McPherson’s bi-monthly #CSRChat. We were lucky enough to be one of the featured guests, with our partners Vocus.
We’re big fans of the social marketing company, both as a customer of Vocus’ marketing suite and as a social good partner in crime. Vocus uses our Good Card—branded charity gift cards—as a thank you for conference speakers.
Why give the gift of charity? Vocus: We found our conference speakers didn’t want more “gifts” to lug back home. They appreciated the thoughtfulness of Good Cards…It was a creative gift and certainly meant more to them!
McPherson asked us and Vocus questions around CSR and social-good incentives. Check out snippets on the conversation below, and be sure to check out the next #CSRChat on Twitter.
On brands' genuine connection to cause:
As today is the day before Thanksgiving, we’d like to take a moment to appreciate someone very special to us…you!
Thank you for all you do to bring good into the world. Your company and coworkers (and likely family and friends) benefit from your hard work.
We at Network for Good wish you a festive holiday and charitable giving season.
Please remember that Tuesday is #GivingTuesday, a movement to add a national day of giving to the lineup of post-Thanksgiving shopping days. We hope you’ll join us in giving charities the support they need as we round out year-end.
If your company would like to get involved, but hasn’t had the time to devise a plan, consider giving your employees the gift of charity. You can email charity gift cards to recipients and view the causes they support online.
How are you showing thanks tomorrow?
Image credit: Pinterest user Debbiedoos
Ribbons, promises to “do good”, and certifications saturate an already noisy consumer-focused marketplace. Consumers can be overwhelmed—fatigued, in fact—when there are too many messages and they all sound the same.
Cone’s newest Social Impact Study: The Next Cause Evolution explains how companies can break out from the norm by demonstrating impact and showcasing business transparency.
Ways you can do this right now:
- Give charity to your customers. Let them choose a cause of their choice and relate that affinity to your brand.
We're excited to release the following Network for Good Mid-Year 2013 Digital Giving Index Infographic, which includes our findings on $71 million in donations to over 20,000 charities via the Network for Good giving platform.* Donations are categorized via three channels: portal giving (like CrowdRise), charity websites, and peer-to-peer social giving.
The main takeaways worth noting are:
1) Giving is going digital. While overall giving is up 1.5%, online giving has risen 14%.
2) Social giving--via peer-to-peer sites--is increasing. In 2013, Network for Good cited a 60% increase via the platform in donation dollars over 2012.
3) People give more than you think. Branded giving pages see an average gift size of $118 and portal giving sees an average donation of $76.
In 1993 Cone Communications began tracking attitudes around cause marketing and the intersection between business and social good. Its latest social impact study, The Next Cause Evolution, has some juicy conscious consumerism tidbits and trends.
You should definitely read the report in its entirety—it’s very skim-able—but here are some of the key highlights if you’re short on time.
An affiliation with cause doesn’t does it differentiate your brand; social good is expected; social impact is the new standard. If your company thinks its CSR communications job is complete because of a one-off giving campaign or food drive, think again.
Annie’s Homegrown is synonymous with delicious, cheesy products. The food company—and, Network for Good partner—is also dedicated to providing kids the opportunity to connect with “real food” via its annual Gardens of Goodness program.
We had a chance to learn more about the motivations and tactics behind this year’s (ongoing!) campaign from Lauren Schiller, Annie’s Gardens of Goodness Lead. Check out part II of our conversation below and be sure to get involved!
AM: What’s the rationale behind this new crowdfunded campaign?
LS: This year’s Garden Funder campaign hosted on CrowdRise builds on Annie’s Grants for Garden program. By leveraging our passion for school gardens and social networks, we expand our impact by involving consumers as co-philanthropists and grantmakers, and as a result, help many more schools to fund their gardens.
It’s likely that you know Annie’s Homegrown from their mac & cheese, cheddar bunnies, and other kid-friendly products, made with healthier ingredients. We’re excited to share that the food company—and Network for Good partner—is embarking on its annual Gardens of Goodness program, connecting kids to real food.
As the name hints, this philanthropic campaign provides schools with the funds to build and revitalize gardens. Since 2008, the program has funded over 200 projects, giving 80,000 children the experience of growing their own food.
We had a chance to learn more about the motivations and tactics behind this year’s (ongoing!) campaign from Lauren Schiller, Annie’s Gardens of Goodness Lead. Check out our conversation below and be sure to get involved!
KO: How does the Gardens of Goodness program fit within Annie’s Homegrown corporate social responsibility priorities?
LS: Social responsibility is one of Annie’s’ core values. For more than 20 years, Annie's has been nourishing families with simple, down-to-earth foods that taste great and are easy to love.
On Veteran's Day, we are reminded that showing appreciation is welcome. Employees and customers, too, appreciate a heartfelt thank you. Giving thanks is especially welcome during holiday season.
However, when December hits, many get swept up in the general chaos of ending one year and beginning another. As we mentioned before, November is an ideal time to roll out your cause program and get employees and customers excited about unleashing generosity at year-end.
If you reach your audience in November, you’ll have a better chance of securing their attention and participation and feed off their enthusiasm for Thanksgiving and the beginning of the holiday season.
Create a Gratitude Campaign