Displaying articles for: November 2012

By Allison McGuire

 

Though I’ve mentioned the Major League Baseball’s cause work through global volunteering, we’ve yet to feature the group’s overall cause strategy and illustrate examples of execution. To get the full picture, I had the pleasure of connecting with Jacqueline Parkes—MLB’s Chief Marketing Officer—who oversees their community activities.

 

I was not only surprised by what Jacqueline shared with me, but delighted too. Here are my key takeaways on our conversation, which demonstrate why MLB’s model is successful:

 

1)    Compassion comes from the top. It is MLB’s Commissioner Bud Selig’s belief that the company is a social institution. This means it is the MLB’s mission to move that vision forward, and the strength behind that mission is reinforced at all levels of the company.

 

2)    Causes are diverse. From cause marketing to cash donations, MLB leverages their assets to support a number of causes. They’ve raised over $35 million for Stand Up To Cancer, and have been a Boys & Girls Club partner for 17 years. They support nonprofits dedicated to prostate cancer research and breast cancer awareness. MLB’s community department works with all 30 club community directors, in 27 different areas. Naturally, each club has different philanthropic priorities, so MLB helps enable them to advance their causes.

 

3)    When MLB commits, they put in 110%. “We take our cause work seriously,” says Parkes. “For example, our partnership with Stand Up To Cancer is integrated into literally everything we do. We use our digital assets and television ads to run PSAs and dedicate games to cause.”

 

4)    Community is paramount. Throughout my conversation with Parkes, she reinforced MLB’s belief that the communities in which they operate are the centerpiece of their corporate responsibility. MLB created a foundation to help PTSD-afflicted veterans because they recognize the health of their communities is the health of their game. “We’re reviving inner cities and aligning with leading charitable organizations—ones addressing problems affecting 1 of 2 men [prostate cancer] or 1 of 3 women [breast cancer]—in the places where we live and play. We want to compete with [cancer], not each other, so we partner and collaborate whenever possible.”

 

5)    Everyone is involved. When it comes to MLB’s cause portfolio, the players live up to their monikers as active participants. MLB dedicated Game One of the World Series (video below) to Stand Up To Cancer. Fans in the stands literally stood up to cancer, holding placards with the name of the person to whom they were paying tribute. Here’s the thing—players were holding placards too. Every single player held up at least one placard; some held up two. In fact, umpires, camera crews, and sports newscasters stood up too—everyone joined. 

                                              Read on...5 more reasons MLB hits it out of the park!

Ethical Consumerism - Flickr user_Weather&noise.jpg2)      Embrace the power of labels. When people are randomly labeled, their actions tend to reflect that moniker. Help Scout’s example: those labeled as “politically active” are more likely to vote. Label your customers as compassionate consumers, who caring about supporting cause, and explain how your campaign, product, or service, fulfills that desire.

 

Message: “You care about the planet and so do we. That’s why we’re using 100% recyclable ingredients in our new line of household cleaning goods.”

Join the Movement: #GivingTuesday

by Network for Good Specialist ‎11-26-2012 3:00 AM, EST

Tomorrow, Tuesday, November 27, 2012, Network for Good celebrates the spirit of the holiday season and joins partners The Case Foundation, Crowdrise, SixDegrees.org and others to promote the inaugural #Giving TuesdayTM, a national movement to add a day of charity and doing good to the lineup of national shopping days Black Friday, Small Business Saturday and Cyber Monday.

 

Founded by the 92nd Street Y and the United Nations Foundation, and supported by a host of corporations and nonprofits, #GivingTuesday™ is a campaign to create a national day of giving at the start of the annual holiday season. As the campaign's mission statement asserts, "it celebrates and encourages charitable activities that support nonprofit organizations.”

 

The Case Foundation, Crowdrise and SixDegrees.org have joined together to host a one-day #GivingTuesday Match Challenge.  The Case Foundation and SixDegrees.org, a charitable initiative of Actor and Musician Kevin Bacon in partnership with Network for Good, will match each donation made on Tuesday, November 27, 2012, through the campaign site on www.Crowdrise.com up to $35,000.

 

11-25-2012 6-16-28 PM.jpg

Network for Good also applauds the #GivingTuesday initiatives created by other corporate partners such as Capital One, Cisco and Microsoft.

 

Capital One

Capital One is encouraging its debit and credit cardholders to support #GivingTuesday and donate to their favorite charities through the Capital One No Hassle Giving Site (www.capitalone.com/give). Launched in 2008 with Network for Good, the Giving Site enables Capital One customers to donate cash or credit card rewards to more than 1.2 million U.S. charities. Capital One covers the transaction fees on all donations made through the Giving Site so that 100% of every donation gets to the customer’s charity of choice.

 

Cisco

Cisco's signature employee giving initiative is the Global Hunger Relief Campaign, which takes place from Nov. 1 - Dec. 31, 2012, and benefits hunger relief agencies worldwide. We multiply the impact of employee giving and volunteering through the Campaign by matching cash contributions twice, and providing $10 for every approved volunteer hour. Employees will be encouraged to give and volunteer throughout the Campaign, and we will focus volunteer activities at several local facilities on Nov. 27th specifically.

 

Microsoft & GlobalGiving

As it celebrates its 30th year of employee giving, Microsoft is proud to be a founding partner of Giving Tuesday. On Giving Tuesday, Microsoft will launch a major donor matching campaign on GiveforYouth.org – a new micro-giving portal designed to allow donors to fund and follow the dreams of young people around the world. While further details are forthcoming, Microsoft will encourage donors to “be the spark of change” for a young person by going to GiveforYouth.org and taking advantage of the matching offer. GiveforYouth.org is a Microsoft YouthSpark initiative offered in partnership with Global Giving.

 

How is your company celebrating #GivingTuesday?

By Allison McGuire

 

I'm proud to report our latest #C4Gchat on Giving Good for the Holidays was a success. We were lucky enough not only to have our partners SnagFilms and CrowdRise join us, but also Chrysler and Build-A-Bear too. SnagFilms gave us a scoop on their 'Secret Santa for Good' program, CrowdRise talked about the Mozilla Firefox Challenge, Chrysler explained the thinking behind their latest food drive, and Build-A-Bear shared their work with Toys for Tots.

 

Make sure to mark your calendars for the next TweetChat on Creative Cause Campaigns: 2012 Highlights: Thursday, December 13 at 1 pm ET. 

 

If you're a company or professional and worked on an unconventional cause campaign this year, please join! We love showcasing the work of our esteemed colleagues. Email us for more details.

 

Here are some of the highlights:

 

When we asked Chrysler why employees are a mainstay of their corporate giving programs, they replied,

1C4G.jpg

 

 

We learned the scope of Build-A-Bear's work with Toys for Tots:

2C4Gchat.jpg

 

 

SnagFilms told us the importance of working with others in the cause space.

3C4Gchat.jpg

 

 

 

 

CrowdRise explained their thinking behind charity choice.

4C4Gchat.jpg

 

 

Chrysler shared their motivating factors in holiday giving.5C4Gchat.jpg

 

 

 

And we all took home an important lesson: fun is underrated.

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Here's a BIG thanks to all who joined us, especially our featured participants.

 

Happy Thanksgiving!

Subscribe for Good?

by Network for Good Specialist on ‎11-20-2012 3:00 AM, EST

By Allison McGuire

 

Join our newsletter & take 20% off your order!

Subscribe now and get $5 off your next pizza!

Don’t miss out—get our alerts delivered to your inbox today!

 

I don’t know about you, but I’m bombarded with these exclamatory-laden messages all day, every day. So I know what you’re thinking. Not another newsletter pitch.

 

I promise you, this one is different. Social enterprise VITAMIN W Media is a platform dedicated to advancing causes related to women. Specifically, the newsletter focuses on women in philanthropy and business.

 

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Her Voice Her Cause.jpg

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  • It’s unique. This email is consistently chock full of articles you won’t find elsewhere.
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  • It’s relevant. Even if you’re not a woman, it’s highly likely that you know and love one or many women in your life. If this is the case, joining the newsletter is a no-brainer. In the case that you are a woman, I suspect I need not persuade you.
  • It’s free. It is. Really. There’s no catch.
  • It will make you smarter. Doesn’t everyone want to be more intelligent? If you’ve been looking for a newsletter that is ‘100% Kardashian free’, this is the one for you.
  • It’s for a good cause. Per new subscriber, VITAMIN W will donate $1 to each of its nonprofit partners. The company will donate up to a total of $10K.
  • It’s timely. As a Thanksgiving treat, the deal above only lasts through November 27. That means you need to sign up now.

 

 

What are you waiting for? Sign up already!

 

 

And if you’re in the subscribing mood, join Companies for Good’s Quick Tips list too.

 

 

 

Rolling Out Your Holiday Cause

by Network for Good Specialist ‎11-19-2012 3:00 AM, EST

 

By Kate Olsen

 

We frequently talk about how employees and consumers alike want companies to support cause. Less frequently do we mention that their desire increases during the holiday season. Don’t just trust me—look at the research! According to Cone, Inc.:

 

  • 89% of consumers want companies to support causes at the holidays.
  • 78% of consumers want to be personally engaged in these efforts.
  • 81% of employees want to get involved in their company’s cause-related efforts through giving and matching grant campaigns.
  • 73% of employees wish their company would do more to support causes.

November is an ideal time to roll out your cause program and get your consumers and employees excited about unleashing generosity at year-end.  Once December hits, many people are focused work deadlines, family holiday planning and the general chaos of the end of the year.  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.

 

Here are two campaign ideas that are guaranteed to wow your audience:

 

Idea 1: Host a matching grant contest

 

Mozilla challenge.jpgRecent social science research proves that people are inherently generous, but you have to ask them to give with a compelling appeal.  Why not ask your customers and employees to join your company to give back this season?  You can host an end of the year giving campaign or challenge with matching grant funds to encourage participation.  This is a great way to tap into the spirit of the season and amplify your audience’s generosity.  You can also take advantage of any marketing or philanthropy budgets about to expire and redirect them to a cause marketing campaign that achieves both business and social returns.

 

 

NFG We did good.jpgIdea 2: Promote a gratitude campaign

Doing good creates a chemical reaction in the brain, a feeling of euphoria known as the ‘Helper’s High’.  When you enable that feeling in your customers and employees, they associate their passion for a cause or doing good with your company.  Why not remind people about all the good they’ve done this year and help them recapture that ‘Helper’s High’?  You can thank customers and employees who participated in a cause marketing initiative, giving campaign or volunteer program during 2012 and you can share the story of your company’s collective impact across the year.

 

 

 

Network for Good 10th Anniversary Gratitude Campaign December 2011

 

 

What are the next steps in your holiday cause campaign? Download our FREE eGuide to find out!

 

By Allison McGuire

 

This is a continuation of a post on Cause, the 'philanthropub'.

 

All the profits! Amazingly, Cause gives 100% of its profits to charity. Why? Co-founder Nick Vilelle explains, “It’s easier and more transparent. When a company says ‘a portion of the proceeds’ or ‘10% of the profits’ go to charity, what does that mean? How much does that amount to? We make it clear and simple: after we’ve paid our bills, the rest goes to charity.”

 

Cause DC check.jpgNonprofits in rotation. Cause’s first featured nonprofits—Agora Partnerships, Common Good City Farm, Higher Achievement, Martha’s Table—span a few different causes. (Full disclosure, Common Good City Farm and Martha’s Table are Network for Good customers.) By choosing different areas (entrepreneurship empowerment, food security and access, and education), Cause allows customers to connect with the issue closest to their hearts.

 

Charity choice. Patrons decide which of the featured charities they’d like to support by demarking their choice on the bill. They can also share their email address, so that Cause can close the loop on where their money went. This is smart for two reasons:

 

1)      People, especially Millennials, want to know where their donations go.

2)      It gives people the chance to connect to their cause without any added effort.

 

“We wanted to make sure people had the opportunity to get excited about cause. For instance, if we featured four education-focused nonprofits, and education wasn’t your issue, you might not be interested in the cause element.”

 

Cause DC - Think Drink Contribute.jpgPut your money where your mouth is. Vilelle and co-founder Raj Ratwani are doing just that. From the sustainable decor—turn-of-the-century apple barrel bottoms morph into customizable stools, donated pews double as bar seating, 1930s National Geographic magazines line the walls—to the use of all animal parts (see: Trotter Tots) and support of local, seasonal foods, the Cause team looks at sustainability as an integral part of their business model. Even charities must prove their sustainability to be qualified as featured nonprofits.

 

“We believe this is the future of business. Now maybe not all businesses will wind up giving 100% of their profits away—I acknowledge that’s extreme—but more and more businesses are seeing the benefit of multiple bottom lines.”

 

Indeed, many companies are trending this way. I wish Cause the best of luck, and hope to see similar models crop up in all industries—there’s certainly a large market ready to support it.

 

Want to learn more? Visit them!

Don't live in DC? Follow them on Twitter @CauseDC

 

 

All photos taken by author.

Inspire Loyalty with a Thank You

by Network for Good Specialist ‎11-15-2012 3:00 AM, EST

By Kate Olsen and Allison McGuire

 

This is adapted from our new eGuide, Rewards & Loyalty: 3 Ways to Win the Hearts of Your Consumers & Employees with Cause.

 

When it comes to cause marketing, consumers and employees want it all. They're hungry for a connection to your company’s social responsibility commitment, and they want to feel personally invited to a conversation with your brand. Further, they even want to help you co-create your brand’s identity!

 

A powerful way to fulfill those two desires is to make cause central to your brand promise.  When you insert charity into your consumer and employee engagement approach, you open the door to a rich conversation about what matters – to your company, to your consumers, to your employees, to your community – that can only help you build relationships (not just fans) and enhance loyalty.

 

Here's how you do it:

 

1) Say Thank You. Instead of offering consumers another generic coupon, sending clients another fruit basket, or acknowledging employees with another plaque, why not let them select a reward with personal meaning? Charity gift cards are pre-paid donations that consumers, clients, and employees can spend as a donation to their favorite charities -- anything from local PTAs, to a charity working to provide clean water in Africa, to a national nonprofit striving to cure cancer. They are the ultimate personalized perk.

 

Check out how Clinique rewarded their customers with a 'Happy to Give' charity gift card:

 

GC - Clinique.jpg

 

 

What are the other ways to add cause to your rewards portfolio? Download our FREE eGuide to find out!

 

‘Philanthropub’ ≠ Unicorn

by Network for Good Specialist ‎11-13-2012 3:00 AM, EST

By Allison McGuire

 

The term ‘philanthropub’ sounds too good to be true. Beer for a good cause? Color me intrigued. I’d heard of pop-up shops selling chocolate for good deeds and other ‘do good’ food-related business models, but they weren’t located anywhere close to DC. When I read about new ‘philanthropub’ Cause opening in the District, I had to learn more.

 

Cause DC - lights.jpgFood. Drinks. Cause. Through the power of social networks, I was able to connect with Cause’s co-founder, organizational psychologist by trade, and former Peace Corps volunteer Nick Vilelle. Nick gave me the scoop on their business plan, described how the menu was devised, and provided juicy tidbits on their digs.

 

Cause DC - location.jpg

 

 

It’s worth noting that Cause isn’t some hole-in-the-wall, ‘tree hugging’ kind of place. If I were walking down U Street (a hip area in DC) on a Saturday night, I would never know this bar/restaurant had a do-good mission…although the name might give them away. Cause has a fabulous space, delicious food (with loads of vegetarian options!), and fun, creative drinks.

 

 

 

 

Here’s the skinny:

 

  • Cause gives 100% of its profits to charity.
  • Featured nonprofits rotate per quarter.
  • Customers determine which charity they’d like to support.
  • Sustainability and inspiration is woven throughout the entire business.

 

Read on to find out how Cause does 'good' business. Also, you should sign up for our quick tips on cause marketing!

 

All photos author's own.

Companies Respond to Sandy

by Network for Good Specialist ‎11-12-2012 3:00 AM, EST

Sandy Donations by Day 3.9 M.jpgThe aftermath of Hurricane Sandy has been devastating. Heavy rains and sharp winds ripped through cities across the East Coast. At the time of writing, over 100 lives were claimed, millions lost power, and New York City was left ravaged.

 

Through our giving portal, almost $4 million (graph above) was raised by individuals and companies to aid those affected by the superstorm. Companies of all shapes and sizes responded to the disaster through corporate philanthropy dollars, matching grants, employee-driven campaigns, and in-kind donations.

 

Here’s a look at some of the responses:

 

  • Adobe screenshot.jpgAdobe ran an employee-driven campaign. The company will match employees’ donations over $15, 2:1. At the time of writing, Adobe's generous employees raised almost $50K for disaster relief!

How you can respond:

 

  • Use philanthropy dollars wisely; donate to where the need is most. Share your generosity via social media.
  • Create a disaster page where your employees can donate. Match donations.
  • Go mobile. Some 30% of donations to Sandy relief were made via texts. If you set up your own text-to-give campaign, your customers can respond.
  • Listen via social media. See if your customers have been affected by the superstorm. Show people you care.

 

 

What other companies have you seen responding to Sandy?

By Kate Olsen and Allison McGuire

 

This is adapted from our new eGuide, Rewards & Loyalty: 3 Ways to Win the Hearts of Your Consumers & Employees with Cause.

 

According to several studies profiled in the Washington Post[i], a bonus you spend on someone else is more motivating than a bonus you spend on yourself.  Here are 3 reasons helping your consumers and employees ‘pay it forward’ with charity rewards will engender their loyalty to your company. 

 

BBMG_New_Consumer.jpg1) Social Proof. Adding a socially responsible dimension to your brand promise and workplace culture allows your company to prioritize social good commitments and actions. This addition gives you space to then publicly acknowledge social impact milestones. 

 

In other words, you can thank consumers and reward employees with a gift of charity to reinforce that social responsibility brand promise in a very visible way.

 

Giving your customers opportunities to engage with causes through your brand experience will attract what BBMG calls ‘conscious consumers[ii] -- the 70 million Americans who care about creating shared value with their favorite brands. Social proof of community impact will also attract the type of employee who wants to work in an environment that values social responsibility.

 

2) ‘Helper’s High.’ Doing good creates a chemical reaction in the brain, a feeling of euphoria known as the ‘Helper’s High.’ When you enable that feeling in your consumers and employees, they associate your company with their passion for doing good. That link can be a powerful loyalty driver, especially if you allow individuals to share their stories about why they care for particular causes. Through meaningful touch points to thank consumers and employees for their generosity, you can communicate the collective social impact your company is fostering.  Whenever possible, help consumers and employees recapture that ‘Helper’s High.’ 

 

3) Individual Spirit. Part of what is so compelling about spending a bonus on someone else is that the act is an expression of individualism and personal values. One person may wish to support a local food bank, while another is passionate about preventing malaria deaths in Africa. When you give consumers and employees choice in charity, your company is demonstrating that you respect them as individuals, and seek to help them give back in a way that is personally meaningful and rewarding.  

 
Engage your audience and improve loyalty. Download our FREE eGuide today!

This is a guest post by Network for Good's COO & CSO Katya Andresen. A version of this post originally appeared on Katya’s Nonprofit Marketing Blog.

 

Five tectonic technology shifts changing our world, our work and our potential is the name of a speech I gave a couple of weeks ago for the Bank of America Neighborhood Builders Leadership Program.  While I mentioned the first three trends yesterday, here are the remaining two.

 

1. The messenger shift

2. The social action shift

3. The message shift

 

kids-multitasking-multiple-devices-625x354.jpg4. The medium shift

 

The idea: Just this week, we learned there are 1 BILLION smartphones on the planet.  One in seven people on the earth have the ability to do so many things at their fingertips.  This could be an unprecedented opportunity to tap into your audience's generosity through technology.

 

The takeaway: First, assess how you’re doing given how many people are reading your content and engaging with your social media platforms on their phones.  Read your marketing emails on your smartphone.  Visit your site from your smartphone.  Try going through the motions of engaging with your company's cause campaign.  See what happens when you try to move across devices as most people do - from desktop to tablet to phone.  Then…

 

- Recognize the opportunity (the chance to reach people more immediately) and the constraint (mobile experiences need to be simple and easy)
- Optimize for giving and pledging

 

5. The mind shift

 

The idea: Thanks to advances in technology and brain science, we know more than ever about what motivates people to give.  What you say and how you say it matters more than the technology itself.  To readers of this blog, you know the takeaways already!

 

The takeaway:  Base your appeals in emotion.  Make them personally relevant to supporters.  Speak to their values.  And show who else is taking action.

 

I think these trends are tremendously exciting to our work, but at the same time, remember the most important thing of all—HOW people use technology is more important than what is the hottest new device or social network.  Use technology to make what people want to do, easier and more compelling.  Technology doesn’t inspire people.  You do. 

 

Image credit: http://www.digitaltrends.com/mobile/kids-love-multitasking-on-multiple-screens/

 

By Allison McGuire

 

Check out our *two* new guests below!

 

This Thursday, November 15 at 1 pm ET, mark your calendars for our monthly #C4Gchat. We’ll be talking corporate holiday giving…with a twist. By giving good this holiday season, companies are tapping into the hearts of their employees and consumers. Learn about why companies choose to do good, get the skinny on how these giving programs work, and discover examples of successful campaigns.

 

Giving Good for the Holidays

#C4Gchat | Hosted by @Companies4Good

Thursday, November 15 at 1pm

 

We’re pleased to share our partners CrowdRise, SnagFilms, and the esteemed Chrysler will be our featured participants in this online-only event.

 

CrowdRise Mozilla.jpg

Last December, Mozilla Firefox offered a $25K prize donation to the charity that raised the most money on CrowdRise.  Nearly a hundred charities competed for the grand prize as well as some celebs and, after just a few weeks, over $680,000 was raised for charity. And, they're going at it again this year. This kind of campaign is way better than a voting campaign because, in a voting campaign, the charities that don't win get nothing. Join the #C4Gchat to learn more! They'll be tweeting via @crowdrise.

 

SnagFilms-Secret-Santa_400pxl.gifFor their seasonal rewards, SnagFilms played on a fun holiday theme and added a cause element. The ‘Secret Santa for Good’ Sweepstakes provided gift cards for charity to winning participants. You can learn more during the event. The SnagFilms team will be joining us @FilmanthropySF.

 

 

 

Chrysler Community pic.jpgDuring the holidays, the auto giant Chrysler flexes their corporate giving muscle through an annual food drive. The auto giant proves they care about their employees (see: giving them election day off) and their community by providing Thanksgiving meals to those in need. Get the scoop on Thursday via @Chrysler.

 

 

Build-A-Bear.gifWe're fortunate enough to have Build-A-Bear Workshops join us too! They'll be talking about their work with Toys for Tots. Follow them via @buildabear.

 

 

Never been to a Tweetup? Here’s how it works:

1)    At 1 pm ET on Thursday, November 15, go to Twitter (or Twitter platform such as Tweetdeck or Hootsuite).

2)    Search for #C4Gchat

3)   Join the conversation!

4)    If you want to ask our featured guests a question, tweet it to @Companies4Good

 

You can participate from anywhere in the world, and connect with cause-marketing folks of different stripes.

 

We hope you’ll join us. If you have questions, email us.

 

See you on the Twitterverse.

 

 

Want tips on 'good' holiday giving before the TweetChatGet our Holiday Good eGuide!

 

 

Chrysler image via http://www.chryslergroupllc.com/community/Pages/Overview.aspx

The following is a guest post from Network for Good's CSO & COO, Katya Andresen.  The article is adapted from a post that originally appeared on Katya's Nonprofit Marketing Blog.

 

On Friday morning, I had the pleasure of hearing Dan Kahan from Yale talk about cultural cognition at an event sponsored by Spitfire Communications and the Communications Network.  Cultural cognition, I know what you’re thinking.  But wait!  Don’t stop reading!  You need to read this post.  If you work in cause marketing in this polarized United States, this is vitally important.

 

Political scale.jpgCultural cognition is simply way of describing the very human habit of conforming to your group’s core beliefs when confronted with disputed matters of fact.  The guru on this topic is Dan Kahan, and he shows how our opinions about everything from climate change to gun control aren’t shaped by facts as much as our cultural identity - which we then bolster by cherry picking information that supports that collective sense of self.  This is why you could put the same set of data in front of people on opposite extremes of controversial issues, and they’d both come out of that experience only more entrenched in their positions.

 

I got introduced to these ideas by my friend and colleague Alia McKeewho wrote about cultural cognition here, and so I jumped at the chance to hear from Kahan himself.

 

Kahan describes the groups with which we align ourselves according to the following continua, which Alia describes this way:

 

Individualists, who think that society should mostly let each member do his or her own thing. At the other end of that spectrum are Communitarians, who think we all are in it together and society should operate more as a whole rather than a bunch of independent members.

 

Hierarchists, who prefer a society with well-identified class and authority structures and a firm and predictable status quo. At the other end of that spectrum are Egalitarians, who prefer a more open society with fewer pre-determined class and authority structures and a less rigid status quo.

 

Kahan tells us that these characteristics are better ways to predict people’s positions than the traditional demographics of political party, age and education. For example, communitarians and egalitarians show more concern about climate change because the solutions challenge the status quo and will require a joint response by society. Individualists and hierarchists are much more likely to be climate change skeptics, because they believe pro-environment policies lead to restricted commerce and markets, which they equate with human excellence. 

 

As Kahan explained, “This is motivated cognition.  Neither group is anti-science. They process information that matches their group. You can survey people in the same locale, and depending on their view, they will describe how hot (or not) the weather has been.  They feel temperature differently. People are all like pollsters engaged in biased sampling.” 

 

The reason this matters to you is that if we accept that cultural values trump facts (which I do), then your efforts to persuade with information and experts won’t work.  In fact, Kahan has showed people will only listen to experts who bolster their world view. 

 

Remember: People take their cue about what to think and do “based on the cheers and boos of the home team,” says Kahan.  So don’t be the opposition.  Here are three ways Kahan shares to step out of our polarized approach to issues.

 

1. Stop trying to convert people.  You can err to a much greater extent by being too confident and assertive than by being too cooperative.

 

2. Present information that confirms, not threatens, values.  Group ties motivate people.  Find a common value that unites everyone around an issue. It may be local pride or energy independence or safety.  Focus on the tribe to which we all belong and tie the issue to that frame.

 

3. Make sure a diverse set of experts speaks to the evidence. Picking partisan folks from the extreme sides of the cultural cognition spectrum won’t persuade people on the other side.  Values polarize.  Find messengers to whom your audience relates if you want them to listen.



Kahan concluded by urging organizations to try these approaches and share results. 

 

I agree.  On election day, I believe fervently that there has to be a better way to bring people together.  So let’s create a community of knowledge that does just that.  What can you draw from cultural cognition that unites people behind your cause campaign?  And how can the rest of us get on board with this constructive way to make change?

 

 

Image via: http://pinterest.com/pin/101260691592143721/

Generous Procrastinators

by Network for Good Specialist on ‎11-05-2012 3:00 AM, EST

NEW Holiday Giving eGuide released

 

By Kate Olsen

 

This year, you don't need to put your company’s end-of-the-year thank yous and acknowledgements on autopilot. Seize the opportunity to delight your customers and employees, inspire their loyalty, and generate a halo effect for your brand. 

 

How? Invite customers and employees to ‘pay it forward’ to causes close to their 

hearts. Celebrate the season, your company’s success, and, most importantly, your 

customers’ and employees’ contributions with an end-of-the-year cause campaign. 

 

GenerousProcrastinatorCheckList.gifYour customers and employees are generous procrastinators: they want to join 

your holiday cause program, but need a little encouragement from you.

 

Network for Good's new Holiday Good Guide, The 4-Step, No-Fail Plan to Delight Your Consumers and Employees at Year End, will show you how to unleash their generosity this holiday season and reap the business and social rewards. 

 

Here's what's inside:

 

  • Expert insights into the winning formula for your holiday cause campaign.
  • Juicy examples of companies using these campaigns to recruit new fans.
  • Quick tips to get you started right away.

 

Don't delay, download our free eGuide now!

 

Playing for Loyalty

by Network for Good Specialist ‎11-02-2012 3:00 AM, EDT

By Kate Olsen and Allison McGuire

 

This is an excerpt from our new eGuide, Rewards & Loyalty: 3 Ways to Win the Hearts of Your Consumers & Employees with Cause.

 

Want a loyal audience? Of course you do! Your consumers and employees crave relevant and personalized touch points from brands they love. While it's no small feat to create constant, timely content, it's worth it.

 

Why? When done right, this multiple touch points approach to building long-term loyalty will differentiate your company amid a cacophony of marketing messages and brand promises.

 

Corporate content engagement.jpgConsumer loyalty is driven by marketers’ abilities to understand consumers better and deliver more relevant and valued offers via their preferred channels (email, social, etc.).  According to recent research from the CMO Council[i], 54% of consumers surveyed are considering leaving brands due to “the barrage of irrelevant messages, low value rewards, and impersonal engagements.” 

 

Employee loyalty is based on employees’ perceptions about whether their employer is looking out for their best interests, paying attention to their professional development, and giving them opportunities to improve their well-being.  According to MetLife's 10th Annual Study of Employee Benefit Trends[ii] released in March 2012, employee loyalty is at a seven-year low.

 

It’s time to make sure your company’s loyalty approach doesn’t fall victim to these trends. Charity rewards give your consumers and employees meaningful, personal perks and allow your company to gain better insights on their interests to drive even deeper engagement over time.

 

Image credit: http://on.fb.me/WEeP9D 


   

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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

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