By Kate Olsen | @Kate4Good
A rival campaign didn’t fare so well. Its slogan was less tangible, not to mention wordy: “1 pack will help eradicate newborn tetanus globally.”
Be like P&G! Here are 3 reasons for tangible cause marketing messages.
By Katya Andresen | @KatyaN4G
The following is a guest post from Network for Good's CSO & COO. A similar version originally appeared on her blog, Katya's Non-Profit Marketing Blog.
Social media for social good is growing. Georgetown University’s Center for Social Impact Communication and Waggener Edstrom Worldwide just released a new study that delves into the perceptions, behavior and motivations for cause support (locally and globally) among digitally engaged American adults.
Here are some of the most interesting findings:
Conversations about causes are occurring primarily online, whether people choose to support the cause online or off. Social media is a go-to source of cause information, especially for global and faith-based causes. More than 8 in 10 respondents agreed that social media is effective in getting people talking about causes and issues. Animals and children topped the list of popular causes on social media (of course - puppies and babies win every time!).
By Kate Olsen | @Kate4Good
Research shows that, above all, emotion is what galvanizes people to act.
Today, we release a brand new eGuide - The Brainiac's Guide to Cause Marketing by our own COO and CSO Katya Andresen - that explores how people’s minds really work, and what that means for your next campaign. By understanding how people think, you'll learn how to make them act.
Keep reading for a taste of what you'll get...
By Allison McGuire | @Calimcg & Kate Olsen | @Kate4Good
There’s a recent HBR post entitled What the Marketing Agency of the Future Will Do Differently that’s worth a read for anyone interested in marketing professionally and/or considering marketing services.
Mitch Joel outlines five ways agencies can and should adapt to the content-is-king, consumer-is-queen age. We found three of these to be particularly relevant to cause marketers.
The marketing team (brand + agency staff) must be nimble and responsive to the market and new opportunities. While cause marketing might not be that nimble (yet), some brand marketers are moving in that direction already. When the power went out for 34 minutes at the Super Bowl earlier this year, Oreo responded via social media with “Power Out? No problem” accompanied by the image of a solitary Oreo and the caption “You can still dunk in the dark.” That type of response is not possible if marketing messages have to go through multiple levels of approval before they see the light of day (so to speak).
By Katya Andresen | @KatyaN4G
The following is a guest post from Network for Good's CSO & COO. A similar version originally appeared on her blog, Katya's Non-Profit Marketing Blog.
In the poll of 1,015 Americans, nearly a third of respondents claimed to have sought out socially responsible companies and a quarter said they avoided buying products from a company specifically because it wasn’t socially responsible. A majority (60%) of the study participants said buying goods from socially responsible companies was important to them, though a good deal tended to trump that consideration.
By Kate Olsen | @Kate4Good
The bottom line is that consumers shouldn’t have to know where to find information on your CSR efforts. Here are 3 ways you can pepper impact content throughout your multichannel communications.
By Allison McGuire & Kate Olsen
This is a continuation of a post on Causes' recent webinar explaining how to enlist an army of brand advocates. You can find part I here and part II here.
Looking to enlist an army of brand advocates? Causes’ recent webinar explains how--in 9 steps--your company can do just that. Check out the full 9 steps, some of their examples, and our insights below.
1) Find the right campaign for your brand.
2) Give consumers the opportunity to participate in a campaign.
3) Choose an appropriate context to talk about the good you do.
4) Forge strong impact-oriented partnership.
5) Build long-lasting communities.
6) Make sharing easy.
7) Recognize and reward your top advocates.
8) Measure your results to best capture ROI.
9) Demonstrate the human face of your campaign.
By Allison McGuire & Kate Olsen
This is a continuation of a post on Causes' recent webinar explaining how to enlist an army of brand advocates. You can find part I here.
Check out Causes' steps to enlisting an army of brand advocates, some of their examples, and our insights below.
2) Give consumers the opportunity to participate in a campaign.
3) Choose an appropriate context to talk about the good you do.
4) Forge strong impact-oriented partnership. Toyota and nonprofit partner the Audubon society came together to create Exit the Highway. By asking drivers to pledge to leave the highway for surrounding off-the-beaten paths, sharing pictures of their journies, this campaign fostered social engagement and demonstrated the company’s commitment to going green.
By Allison McGuire & Kate Olsen
Looking to enlist an army of brand advocates? Causes’ recent webinar explains how your company can do just that in nine steps. Check out the steps, some of their examples, and our insights below.
