How Emotions Trump Thinking

by Network for Good Specialist ‎04-22-2014 3:00 AM, EDT

By Allison McGuire | @CaliMcG

 

Brainiac's Guide to Cause MarketingAs many of you know, the key to cause marketing is appealing to your consumers’ emotions. Below is an adapted excerpt from our guide, The Brainiac’s Guide to Cause Marketing, by Katya Andresen. In this guide, Katya outlines why feelings trump logical thinking, drive people to donate, and increase the impact of your cause campaign. Check it out!

 

 

Emotion, above all else, galvanizes people to act. People support causes because they feel something, not because they think something. In fact, if you make people stop and think, they tend to do less good.

 

Because people give from an emotional place, giving literally feels good.

 

David Leonhardt, in his New York Times Magazine article “What Makes People Give?,” points out that this is good news because it means philanthropy is not a zero-sum game. If giving were rational, we’d give less when we heard other big donations were happening. Instead, we have an urge to join forces with a cause.

 

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By Allison McGuire | @CaliMcG

 

As many of you know, the key to cause marketing is appealing to your consumers’ emotions. Below is an adapted excerpt from our guide, The Brainiac’s Guide to Cause Marketing, by Katya Andresen. In this guide, Katya explains why people act when cause marketing campaigns are personal. Check it out!

 

P&G 1=1A few years ago, Proctor & Gamble launched a cause-related marketing campaign in South Africa called “1 Pack = 1 Vaccine.”

 

For every pack of diapers sold, a child was vaccinated against tetanus. It was wildly successful, boosting Pampers sales and resulting in 150 million vaccines.

 

A rival campaign didn’t fare as well. Its slogan was less tangible, not to mention wordy: “1 pack will help eradicate newborn tetanus globally.” Meh.

 

Unfortunately, as this example from researchers Cynthia Cryder and George Loewenstein illustrates all too well, marketers often talk about causes in intangible terms, and that doesn’t work very well. The vast majority of good causes have messaging closer to the failed campaign. And that’s a very tangible problem.

 

Why do marketers need to get as tangible as the “1 Pack = 1 Vaccine” message?

 

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Enabling Social Employee Engagement

by Network for Good Specialist ‎04-09-2014 3:00 AM, EDT

By Allison McGuire | @CaliMcG

 

The human resources world is always on the lookout for creative ways to engage, recruit, and retain employees. Below is an adapted excerpt from our guide, Employee Engagement: 5 Trends Shaping Employee Social Impact Programs, by Kate Olsen. In this guide, Kate unpacks ideas emerging from different sectors, all with the same theme: creative ways to activate your workforce with cause. Check it out!

 

Employee engagement and social sharing go together like peanut butter and jelly. It’s easy to recruit employees that are already active in the community to join your company’s cause programs. But how do you get the next wave of employees to sign up? And the next? That’s when social proof and storytelling come into play.

 

Engaging Employees Socially The best ambassadors for your cause portfolio are the employees actively engaged in your programs. Equip those employees to tell their personal story about why they care, how they help, and what it means to be able to do it alongside other employees. When others hear the passion and see the powerful impact results, they will be clamoring to be a part of your company’s do-gooding efforts.

 

Storytelling can take many forms. Here are a few suggestions to help your employees share the call to action to get involved and make a difference:

 

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Why We Relate to Sea Monkeys

by Network for Good Specialist ‎04-02-2014 3:00 AM, EDT

By Allison McGuire | @CaliMcG

 

As many of you know, the key to cause marketing is appealing to your consumers’ emotions. Below is an adapted excerpt from our guide, The Brainiac’s Guide to Cause Marketing, by Katya Andresen. In this guide, Katya explains why people act when cause marketing campaigns are personal. Check it out!

 

 

The closer we feel to a cause—and the closer we believe a company is to a cause—the more likely we are to act.

 

When it comes to problems, the bigger the numbers, the smaller our concern. The more who die, the less we care. And one girl in need matters more than millions.

 

Humans’ inability to act in the face of massive numbers, according to researcher Paul Slovic, is a phenomenon called “physic numbing.” But the issue isn’t just an inability to handle a large scale. Once you get past one person—or animal, for that matter—empathy declines.

 

Sea MonkeysA researcher into this phenomenon was inspired to study this effect further when his daughter’s classroom had an aquarium filled with sea monkeys (which are actually just brine shrimp).

 

The researcher noted that the sea monkeys kept dying off until only one little sea monkey was left. No one seemed to care until there was only the one sea monkey left floating. The children, who had viewed the crowded tank as an undifferentiated mass, became hugely devoted to the last sea monkey. They described its personality and cared deeply about its survival, though its brethren’s deaths had barely raised an eyebrow.

 

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Employee Engagement Gone Mobile

by Network for Good Specialist ‎03-25-2014 3:00 AM, EDT

By Allison McGuire | @CaliMcG

 

As many of you know, employee engagement is an ever-evolving trend. Below is an adapted excerpt from our guide, Employee Engagement: 5 Trends Shaping Employee Social Impact Programs, by Kate Olsen. In this guide, Kate unpacks ideas emerging from different sectors, all with the same theme: creative ways to activate your workforce. Check it out!

 

Employee Engagement Trend: Mobile Access

 

Mobile engagement is keyAmy Chait, Head of Market Development for YourCause, asserts that employee engagement is going mobile. Employees are hungry for ways to opt-in to volunteer programs, make donations, and monitor personal impact via their smart phones. This is particularly true for companies with a large portion of the workforce consistently on the road.

 

As Amy notes, “Our clients continually talk about how their employees are out in the field and not in front of a computer most of the time, therefore mobile access will help support participation for all types of workforce roles.” Just as individuals can manage their social networks, calendars and email via phone, so too do they want to be able to manage everything else on the go.

 

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Inspired to Make an Impact

by Network for Good Specialist ‎03-18-2014 3:00 AM, EDT

By Allison McGuire | @CaliMcG

 

Here at Network for Good, we’ve been lucky enough to interact with hundreds of professionals working in corporate social responsibility. Many times we get details on what drives them to make a difference.

 

Below you’ll find just a few of the many responses we’ve gotten to the question: Where do you draw inspiration for your social impact work?

 

Audrey Robertson - Container StoreAudrey Robertson, VP of cultural programs, community relations, and social media at The Container Store, says:

From a company standpoint, because the company is my life, [what inspires me is] supporting our customers.

 

We understand what’s important to our customers – [the base is] mostly female – they want to support women, so we work with nonprofit partners that do just that. Once we partner with a nonprofit, it’s often a very long-term, enduring relationship. 

 

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By Allison McGuire | @CaliMcG

 

State Farm - Neighborhood Assist - Tool LibraryState Farm’s annual Neighborhood Assist program is a Facebook app that crowdsources the insurance company’s corporate philanthropy. Through individual votes for neighborhoods across North America, State Farm’s social community helps determine which 40 areas receive a $25,000 neighborhood-improvement grant.

 

After accepting over 3,000 online submissions, the State Farm Youth Advisory Board narrows the pool to 200 finalists, then opens up the voting process to determine which causes get grants.

 

We’re excited to feature State Farm’s 2014 program via our interview with Kellie Clapper, State Farm Enterprise Philanthropy AVP.

 

AM: What’s different about this year’s Neighborhood Assist?

KC: We are looking forward to another successful year of Neighborhood Assist. To kick off the program this year, we created short videos, profiling some of last year’s inspirational winners. One shows Kelsy Laird, a volunteer who helped disabled kids experience waterskiing for the first time. Another shows Matt LaLonde who brought his community together with home improvement and gardening tools at no cost. These videos showcased just some of the many great organizations and thousands of worthy people State Farm has touched through Neighborhood Assist. We hope they inspire other organizations to submit their causes as well. 

 

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By Allison McGuire | @CaliMcG

 

Datalogix Network for Good Case Study on Good CardsWe're excited to announce the release of our newest Good Card case study! Datalogix, a company that provides marketing infrastructure for the data driven era by connecting digital advertising to offline sales, uses Network for Good's, Good Card® to incentivize employee referrals.

 

As part of this referral program, Datalogix’s human resources team sought to create a rewards program that reflected its culture of giving. The addition of the referral program, enables employees to receive a $1,000 Good Cardwhen a referral joins the Datalogix team.

 

Key case study findings include: 

 

 → Employees are motivated to shape the Datalogix work culture.

The addition of the Good Card to the existing referral program gives employees great incentive to refer top talent. This allows employees to not only contribute to the Datalogix team and culture, but to their community as well.

 

Employees contribute to charities of all shapes and sizes.

With 1.4 million charities to choose from, it’s not just large nonprofits that receive donations—local nonprofits and niche causes also receive much-needed support. Employees are excited to receive Good Cards and spend the funds to support their favorite cause.

 

Read the full Datalogix Good Card case study here.

 

If you're interested in learning how to use these charity cards to boost your employee engagement portfolio, email us!

 

Employee Appreciation Day

by Network for Good Specialist ‎03-07-2014 3:00 AM, EST

By Allison McGuire | @CaliMcG

 

Did you get the memo? Today’s Employee Appreciation Day! Not that you shouldn’t be doing this every day, but today is a special day to show them you care.

 

Here are a few ways companies show gratitude on a continual basis:

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By Allison McGuire | @CaliMcG

 

 

Going to SXSW Interactive? We are, and we want to meet you!

 

Events we’re looking forward to:

  • Doing Good & Making Money. If you’re reading this blog, you’re likely interested in the intersection of business and cause. This panel will explore how companies can do business that helps nonprofits. Our partner WebThriftStore will explain how charities can use its platform to run an online thrift store with no financial risk. Learn how doing good can be profitable. Hashtag to follow: #shop4good

 

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About This Blog


Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more