Displaying articles for: November 2011
93% of consumers are prepared to boycott a company for irresponsibility and inauthentic cause marketing campaigns. – Cone, Inc. & Echo Research
A recent Mashable post “3 Ways to Keep Cause Marketing Authentic” showcases a cause partnership between Luna Bar and the Breast Cancer Fund through the Pure Prevention campaign and highlights three ways to keep a cause initiative authentic. This is a must read for all cause marketers, but some highlights are included below.
1. Check your alignment: ensure that a product is 100% in line with a non-profit or charity’s philosophy
According to Mitch Baranowski, co-founder of B Corp-certified marketing company BBMG, “The additional obligation for cause marketing is that you have to establish calls to action and measures of success. This can’t be about generating buzz and brand reputation, it’s about advancing the issue or battle at hand.”
2. Be upfront about the terms of your partnership: Communicate about this specific details so consumers understand the nature of the partnership and why they should participate to help support the issue.
According to Brooke Golden, director of Luna Brand Team at Luna Bar, cause marketing is a lot like matchmaking. You have to align a company’s goals with a charity’s core competency AND clearly outline exactly what the relationship is.
3. Don’t be a one-trick pony: repeatedly engage with the cause in varying ways.
Says Golden, “We provide different [levels of] engagement for people, from buying a bar and learning about the cause … to running their own LunaFest and giving back to their community.”
Recently, this blog referenced research by Leo Burnett that demonstrated how consumers are eager to continue giving to charities, even though economic times are tough. The American Red Cross released survey results that reinforce that trend. The American Red Cross survey found that 7 in 10 Americans plan to give more, or about the same, to charity this holiday season – up 10% from last year.
"Despite the difficult economy Americans want to give to help others in need," said Red Cross President and CEO Gail J. McGovern quoted in the Huffington Post. "With so many people out of work, they want to give something that means something."
Below is an infographic that illustrates the survey results.
What does this mean for your company? Your consumers and employees want to support good causes and your company has the ability to help them make a difference – and even amplify their impact through matching grants, corporate communications attention and other resources.
The holidays are an ideal time to collaborate with your consumers and employees on cause initiatives. Charity is top of mind for all with the looming tax deadline, not to mention all the messages about generosity and cheer that abound during the season.
If you don’t have a cause campaign in mind, here are a few ideas:
- Thank individuals who participated in a cause marketing initiative, giving campaign or volunteer program during 2011. You can acknowledge their past support, including your company’s collective impact and invite them to give again.
- Consider rewarding customers, clients or employees by letting them direct where your corporate philanthropic dollars get spent. With Network for Good’s Good Card® - a gift card for charity - your audience can choose their favorite charities to support, but your company gets the tax credit.
- Consider hosting an end of the year giving campaign or challenge with matching funds. This is a great way to tap into the spirit of the season and amplify your audience’s generosity.
"Now there's so much potential with social media, goodwill [cause marketing] campaigns have picked up even more." - Elizabeth Ming, spokesperson at Proctor & Gamble
ClickZ profiles cause marketing campaigns with holiday themes that are leveraging social media to make a splash. In the article “A Season of Cause Marketing on Facebook, Twitter,” the marketing site demonstrates how social media can be an “accelerator” for cause campaigns.
“Social media is enabling cause marketing to be about the cause, not just the marketing." - Paul Smailes, senior brand manager for Dos Equis
Social media makes it easier for brands to make the cause campaign about engagement and awareness for the cause, not just sales (although those are important). In an age when consumers want more social responsibility from brands and seek out ways to participate in meaningful cause campaigns, it’s only right that these initiatives elevate the cause component of cause marketing. Brands will win more loyalty, goodwill, viral spread…and ultimately sales when the campaigns are done right.
Here is a sampling of campaigns on social media:
- P&G's Pepto-Bismol brand Pepto pledged to donate up to 2.1 million meals for every Facebook like and Twitter re-tweet.
- Dos Equis is donating all proceeds from an eBay auction to The Wombat Foundation, a nonprofit dedicated to saving the northern hairy-nosed wombat species from extinction. The good up for auction was created in part by suggestions on the brand’s Facebook page.
- Coke is teaming with the World Wildlife Fund to save the polar bears through its Arctic Home campaign (online donations powered by Network for Good). The campaign is promoted on social media (Twitter, YouTube, Facebook) and mobile channels
- Kohl's is running a holidays contest on Facebook, encouraging consumers to submit stories and pictures about why they enjoy giving gifts. Winning stories will be rewarded with a donation to charity.
Tomorrow is Thanksgiving, a day we pause to celebrate family and give thanks for the blessings in our lives. I like to think of Thanksgiving as a chance to disconnect from the craziness of the everyday and reflect on the things that matter most. What a delight to spend the day laughing and cooking with my mom and sister and relish in the harvest of my dad’s vegetable garden.
But not everyone enjoys the luxury of such a day (and I don’t mean shoppers foregoing holiday dinner to wait in line for Black Friday sales!). One in six Americans goes hungry, many of them children and elderly. So this week, let’s applaud the important work of nonprofits like Feeding America, Share Our Strength and Meals on Wheels, which have created a network of local organizations providing meals and support for our fellow Americans who have fallen on hard circumstances. They are the heroes of Thanksgiving.
In the spirit of the season, I’d like to draw your attention to an innovative partnership for hunger relief. AARP and AARP Foundation have teamed with NASCAR driver Jeff Gordon, team owner Rick Hendrick, Feeding America and other partners for the “Drive to End Hunger” initiative that raises awareness for hunger in America.
Here’s the big deal: AARP is sponsoring the car – and this is the first time in NASCAR’s history that a sponsorship is cause-based and not commercial. Think about all those laps in all those races all reinforcing the Drive to End Hunger with a loyal and enthusiastic fan base, many of whom live in the very communities the campaign seeks to help.
Meaningful and authentic cause marketing has truly arrived and that’s something to be grateful for.
As part of Network for Good's 10th anniversary celebration, we want to share how online donors have evolved over the past decade. More people than ever are giving with technology - and key signs that online donations have gone mainstream are the prevalence of disaster relief gifts and the dropping average donations. A lot has happened since 2001. Please consider sharing this image with your networks - easy social media links are on this blog post. Let’s celebrate our collective progress!
A special shout out to Katya Andresen, Network for Good's Chief Strategy Officer, for her creative vision for this infographic.
Tomorrow (Saturday, November 19, 2011) marks the 10th anniversary of Network for Good. To celebrate, we have placed a mosaic of snapshots from partners, nonprofits and friends on our homepage to showcase some of the collective impact we’ve all created over the last decade.
It’s amazing to think about the good AOL, Cisco and Yahoo! put in motion when they came together in the wake of the 9/11 tragedy to support online donations to the American Red Cross. That’s an example of Corporate Responsibility with a capital R. The collaboration evolved into Network for Good, a self-sustainable nonprofit social enterprise that has processed nearly $600 million in donations to more than 60,000 nonprofits.
But this anniversary is really about you. We wouldn’t have made it to this birthday or that scale of impact without partners like you who share our belief that technology can do a world of good. You did good!
Here’s to the next 10 years of unleashing generosity.
“Instead of just making your product incrementally better than the competitor, you need to create impact.”
We are increasingly aware of consumer (and employee) thirst for information from companies about their social responsibility initiatives, presumably so they can make more informed purchasing decisions. Now enter the media consultancy Havas Media with added insights that measure how brands affect wellbeing and quality of life. Havas Media is trying to get at the question of the role of a brand is in this environment of crumbling institutions and economic uncertainty and how consumers respond to brands in challenging times.
In the Meaningful Brands survey—a survey of 50,000 consumers in France, Spain, the U.K., Germany, Italy, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan, India, and the U.S.— consumers reported that only 20% of the brands they interact with have a positive impact on their lives. Most interestingly, those consumers feel that 70% of brands could disappear entirely without them noticing.
Think about that for a moment: Most consumer brands could be pulled from circulation and people wouldn’t even notice!
How do you know if your brand falls into that category? How do you avoid that fate?
The answer is to create meaningful impact for your customers – help them live better lives. As Umair Haque, the director of the Havas Media Labs, advises, focus on outcomes, not on outputs. And that’s a big shift in thinking, especially in the U.S. – the land of industry, consumption and excess.
“We’re trying to get beyond ‘did this company make a slightly better product’ to the more resonant, meaningful question: ‘Did this brand actually impact your life in a tangible, lasting, and positive way?’"
The reward for focusing on outcomes has big profit potential:
- 51% of consumers will choose responsible products over non responsible ones (up 11% from last year)
- 53% of consumers will pay a 10% premium for a product produced in a responsible way (up 9% from last year)44% of consumers will punish irresponsible companies (up 8% from last year)
Here are a few questions you can start asking yourself about your brands:
- Did this brand make people fitter, wiser, smarter, closer?
- Did it improve personal outcomes?
- Did it improve community outcomes?
- Did it pollute the environment?
You can read more about the Meaningful Brands Study and watch a video of Umair Haque discussing the results at Co.Exist.com.
You can read the survey results on Havas Media’s website.
Many companies struggle to connect with customers during an economic downturn. How do you make your product relevant when people are struggling with unemployment, facing dwindling retirement savings and worrying about how to make ends meet? Is the answer to provide more (perceived) value? Or should you try to speak to people’s sense of being part of the solution? What is the secret sauce to marketing in a recession?
According to Ad Age, the answer is to promote connectivity (in real life and through technology) and meet basic needs with a touch of indulgence.
The ad agency Leo Burnett has been looking at marketing trends in a down economy and studying how consumers reclassify what they really "want" versus "need". The research looks at wants and needs across a spectrum from functional to emotional and what stays on the need side of the equation is very revealing. The matrix below shows current needs (green), wants consumers are eager to convert to needs (orange) and wants consumers have had to cut back on (red).
Good news for all you cause marketers out there: consumers want to be spending on charity (and consider it an emotional need). Think about how much you can strengthen your connection to your customers if you can fulfill that want for them! Help them break that compromise. When you enable your customers to support the causes they care about – causes they may not have the financial means to support right now – you reinforce their passion to make a difference and link it to your brand. Why not make cause your market differentiator?
You can see more about want versus need on Ad Age here.