Displaying articles for: January 2012
Warner Bros. and DC Comics are calling all superheroes to help end one of the worst famines in over 60 years in the Horn of Africa. Network for Good is proud to be the giving partner for the ‘We Can Be Heroes’ campaign, which launched last Monday, January 23rd and supports the relief work of Mercy Corps, Save the Children and the International Rescue Committee.
The superheroes in the DC Comics Justice League – Wonder Woman, Superman and Batman among them – are well-suited to tackle humanitarian crises, but even more importantly, they inspire and motivate their legions of fans to join the League and support the cause. Warner Bros. and DC Comics are to be commended for using the superhero platform to raise awareness for a disaster affecting people halfway around the globe, particularly because the “We Can Be Heroes’ campaign reprises a longer-term commitment to hunger relief. In 1986, DC Comics released a comic book entitled 'Heroes Against Hunger' and proceeds benefited Ethiopian famine relief.
Here’s what the campaign got right:
1. Authentic brand tie-in (Superheroes fighting injustice makes perfect sense.)
2. Coordinated relationship with 3 respected, trusted nonprofit partners
3. Call to action that answers the 4 questions and speaks to the individual:
- “Why me?” (One small act can make you a hero.)
- “Why now?” (Worst famine in 60 years.)
- “What for?” (Support ongoing work by 3 nonprofit partners on the ground.)
- “Who says?” (The Justice League! And everyday people like you featured in the video.)
4. Incentives to motivate action (Donations matched 100% up to $1 million.)
5. Embedded social sharing – and more importantly compelling content (video, merchandise) to share
6. Tangible giving levels that illustrate how a donation will be used
7. Meaningful means to cultivate fans (newsletter and social networks) in a conversation about doing good together
8. Inclusive of both consumers and employees.
Learn more at www.joinwecanbeheroes.org
The following is a guest post from Network for Good's Chief Strategy Officer, Katya Andresen. As cause marketers, our job often includes trying to get others to change a habit or think about impacting the world in some way outside of thier normal behavior. This post will help you frame the call to action in the right way to motivate that change. The article originally appeared on Katya's Nonprofit Marketing Blog. You can follow her on Twitter at @KatyaN4G.
One of the biggest barriers to getting people to take a protective action is their own sense of invulnerability. While people may perceive a risk, they don’t think they’ll ever be a victim. They are Superman and Wonder Woman. Others are stupid to text and drive, but they can handle it. Disability insurance? Eh, probably not needed. Bicycle helmets? Important for everyone else!
So in a recent blog post neuromarketer Roger Dooley posed the question, what do you do to market protective measures to the many people who think they are invulnerable?
He found the answer in a hospital, where health care professionals don’t always wash their hands. Penn psychologist Adam Grant did an experiment with two messages placed next to a hand cleaning station. One sign read, “Hand hygiene prevents you from catching diseases,” while another said “Hand hygiene prevents patients from catching diseases.”
Guess what? The superhuman health professionals didn’t pay much mind to the first sign - because they won’t get sick! - but they were more inclined to act when thinking of other, vulnerable people. In fact, the second sign increased the use of soap and sanitizing gel by 33%!
So for Superman and Wonder Woman, we need to point out the risks not to them, but to others, says Dooley.
How does this apply to us? I’ll bet many of you are trying to get people to take protective measures - vaccinating a baby, stopping smoking, fastening a seatbelt, doing family planning, etc. Instead of beating people over the head with the message that they really need to worry, try talking about how a lack of action could affect their family, friends and community members.
I think back to a project in which I had to help inspire Baby Boomers to create a living will. No one wants to contemplate their own demise. So we encouraged the Boomers to talk to their family members about the importance of advance care planning - and to fill out a living will themselves in order to get their parents and other relatives to do the same. It was far more effective than simply telling them to take the action because of their own vulnerability.
The bottom line? Don’t try to scare a person who feels like a superhuman into a state of vulnerability. Ask them to take an action for others. Being superhumans, they will want to rescue the rest of us!
As a companion to new mobile research from Pew Research Center’s Internet & American Life Project and Harvard’s Berkman Center for the Internet & Society, in partnership with the John S. and James L. Knight Foundation and the mGive Foundation, the report authors have released the following infographic illustrating mobile giving behavior for the Haiti earthquake response.
Of particular note is the profile of the average mobile donor: these donors are young, diverse and digital. If your company seeks to reach millennials and other young, wired deomgraphics, adding mobile to your cause marketing strategy is a good move for 2012.
The following is a guest post from Network for Good's Chief Strategy Officer, Katya Andresen. The article originally appeared on Katya's Nonprofit Marketing Blog. You can follow her on Twitter at @KatyaN4G.
A new study on mobile giving in response to the 2010 Haiti earthquake has loads of interesting insights for nonprofits seeking to understand mobile donors.
The research, from the Pew Research Center’s Internet & American Life Project and Harvard’s Berkman Center for the Internet & Society, in partnership with the John S. and James L. Knight Foundation and the mGive Foundation, shows 9% of people have texted a charitable donation from their phone. While that may seem like a low number, it actually represents a significant percentage when you consider mobile giving only started in 2008 - and in that first year, it yielded more donations that the first year of online giving.
So who are these donors?
1. IMPULSIVE: Surveyed donors who gave in response to Haiti said it was a spur-of the-moment decision - and for most, it was their first time giving with their phone. Three quarters of these mobile donors (73%) contributed using their phones on the same day they heard about the campaign, and a similar number (76%) say that they typically make text message donations without conducting much in-depth research beforehand. Six in ten have not followed the ongoing reconstruction efforts closely after making their donation, and just 3% say they have followed these efforts “very closely”. Additionally, a sizable majority (80%) have not received additional follow-up communications from the organization that received their donation.
2. SOCIAL: Yet while their initial contribution often involved little deliberation, 43% of these donors encouraged their friends or family members to give to the campaign as well. Interestingly, of those who encouraged a friend or family member to donate, three quarters (75%) did so by talking with others in person—twice the number who sent a text message encouraging others to donate (34% did this) and more than three times the number who did so by posting on a social networking site (21%).
3. TECH-SAVVY: Most of those surveyed (56%) have continued to give to more recent disaster relief efforts—such as the March 2011 earthquake and tsunami in Japan—using their mobile phones. They were far more likely than the norm to Tweet, access the web via their phone and own an e-reader. They also tended to be younger than typical donors.
The study underlines a wealth of recent research showing multi-channel outreach is the best approach. Mobile should be part of an integrated outreach plan. The mobile donors use a range of methods to give money, and when asked their favorite way, they prefer text messaging (favored by 25%) and online forms (24%) only slightly to mail (22%) and in-person donations (19%). Voice calling was the least preferred way of being contacted.
I also think the impulsive, social nature of these donors is reflective of much of individual giving.
So should you jump into mobile? I think text-to-give campaigns are great for large-scale humanitarian disasters that have captured widespread interest and for local events, when you have an opportunity to ask people to act in the moment. If you are hoping people will give on their phones but haven’t figured out how to create the impetus for an impulsive action, step back and solve for that challenge before anything else. Mobile, like all technology, doesn’t work on its own. You need a compelling appeal that reaches people at the right time.
For more on the study, go here.
“As we enter a new year and look around the corner, we believe the most successful brands will meet the needs, hopes and aspirations of New Consumers; build more respectful, collaborative and enduring relationships with all stakeholders; and unleash our collective co-creativity to bring better, smarter and more impactful ideas to life in ways that create shared value for all.”
Raphael Bemporad, Principal and CSO of brand innovation studio BBMG, outlines five trends shaping sustainable brands in 2012 that are vitally relevant for this blog’s audience. (You can read his full post on the Sustainable Brands blog here – it’s chalk full of great brand examples.)
As you refine your employee engagement, cause marketing and sustainability strategies for 2012, these trends can help your company focus on the ideas and initiatives that will drive tangible impact and set you apart from the herd. Brands of all shapes, sizes and sectors are jumping on the corporate responsibility bandwagon, but not all of them are achieving authentic, relevant and meaningful programs that reinforce core business goals and values. Now is the time to make sure your company is taking the smart approach. As Cone, Edelman and others continue to reinforce through their research, consumers and employees want to see more corporate responsibility, but they are quick to vilify a brand that doesn’t do it right.
Here's a roadmap of trends for smart CSR in 2012.
1. Ubiquity of C2C (and C2B): consumers have more power than ever and smart brands are using that paradigm to their advantage through collaboration, co-creativity and personalization. It’s no longer just about listening to the customer, but inviting the customer to the process.
2. Rise of Generation ‘Why’: a growing group of consumers – the young educated wired New Consumers – is looking for more from the products and brands they purchase. They want design, function, value and social impact all in one place and if they can’t find it through your products, they will likely create it themselves and become your competition. Per trend #1, it’s best to delight these folks and co0pt them for your creative process.
3. Race to Relationship: it’s time to stop thinking about winning on price and start winning through value “by empowering consumers with better products and experiences and championing their success.”
4. Imperative of Sustainable Brand Innovation: there’s a huge opportunity to embed sustainability throughout the value chain – from how materials are sourced all the way to how products are made, packaged and sold. In the race to win consumers, it’s important to demonstrate how the embedded social good is embodied in the product they are holding in their hands.
5. Evolution from Occupy to Engage: with a focus on the trends above your company would be hard pressed to NOT delight and engage your consumers. No brand seeks to be vilified and ‘occupied’ in the media (or literally by the 99% in tents outside your lobby) and the way to avoid a hit to your reputation and performance is to use these emerging trends to your advantage. That’s just good business sense by any definition of ‘good’ you use.
- Employee engagement: companies that invest in employee cause programs see happier, more loyal workers.
- Cause marketing: when done right, cause marketing results in brand halo, tangible social impact and meaningful viral spread.
- Skeptical consumers: transparency may be a buzz word, but it’s also a vital tenet of CSR and increasingly important to customers.
- Board-level involvement: CSR is no longer an add-on, but must be core to the business and on the board’s radar screen – you can’t manage risk, optimize supply chains and meet investor expectations without well-managed CSR from the top.
Do these areas of focus match what’s in your 2012 CSR strategy? Are you ready to engage with all your stakeholder groups (employees, investors, customers) around your corporate good? Can you articulate how your CSR strategy relates to business performance? If the answer to any of these questions is ‘no’, it’s time to take a moment to reflect on the bigger picture of CSR within your unique corporate ecosystem.
As you think about how the areas above relate to your strategy, be sure to keep the following principles in mind:
- Relate all your cause/green/impact programs to an overarching CSR strategy and approach.
- Share and foster conversation about CSR efforts, don’t just tell CSR results.
- Ask your stakeholders (employees, investors, customers) to help you formulate and/or implement your CSR programs.