Tag Archives: cause marketing

Convio Co-Founder Vinay Bhagat Named Business Person of the Year

Vinay Ghagat, Founder and Chief Strategy Officer of Convio, was named 2010 Business Person of the Year by IndUS Business Journal. Ghagat became a leader in Internet fundraising in 1999, when he decided to make the transition into the nonprofit sector, believing he could help nonprofits leverage better fundraising campaigns through the Internet.

Ghagat co-founded Convio, a company that works with nonprofits to assist in fundraising efforts and advocate for change more effectively. The company also works to build stronger relationships with donors, activists, volunteers, alumni and other nonprofit constituents. They have become a leader in the nonprofit sector and continue to pave the way for some really innovative nonprofit campaign strategies. Martin Desmarais, Editor from the IndUS Business Journal said this about the Business Person of the Year:

Vinay’s vision has led Convio to deliver one of the most successful online fundraising and advocacy platforms in the sector. It has not only helped over a thousand nonprofit organizations to raise billions of dollars, but also has provided lasting careers for employees and made a positive impact on the communities they serve.

This is not the first award for the marketing and advocacy innovator — Fundraising Success Magazine named him Fundraising Professional of the Year in 2006 and he received honorable mention as one of Politics Online top 25 people who are changing the world of internet and politics.

In a recent press release, Bhagat said he was,

“Honored to be recognized by IndUS Business Journal. I remain inspired by the nonprofit professionals, volunteers and advocates who work tirelessly to connect people and causes to improve the world. When we launched Convio we had a vision for how innovation and technology could help organizations build enduring relationships that helped them fulfill their missions. Today nonprofits of all shapes and sizes are using our software and services to reach, inspire and move people, and we have built a lasting company dedicated to the success of our clients.”

The award comes at a time when nonprofits are seeing a noticeable decrease in donor funding and a rising fear amongst organization sustainability. Many nonprofits are beginning to look to for-profit companies to help leverage campaigns to raise money, as well as increase their online presence. Organizations that integrate Internet marketing and ‘doing-good’ seem like a long-term solution for organizations struggling to stay afloat amidst the current economic climate.

Learn how Convio’s strategies could help your nonprofit.

More Than Three-Quarters of American Say a Nonprofit-Corporate Partnership Makes a Cause Stand Out

Sixty-one percent are actively seeking partnership details before supporting the cause, but only 45 percent think organizations disclose enough information.

BOSTON (March 10, 2010) – More than three-quarters (78%) of Americans believe a partnership between a nonprofit and a company they trust makes a cause stand out, according to the newly released 2010 Cone Nonprofit Marketing Trend Tracker.

When the cause breaks through, consumers are more likely to feel positively about the nonprofit (56%) and actively support it. As a result of nonprofit-corporate partnerships:

·         59% of Americans are more likely to buy a product associated with the partnership;

·         50% are more likely to donate to the nonprofit;

·         49% are more likely to participate in an event for the nonprofit; and

·         41% are more likely to volunteer for the nonprofit.

Other nonprofit marketing elements that help capture consumer attention include having an association with a special event or time period (81%); a memorable color, logo or icon that symbolizes the cause or issue (79%) and the involvement of a celebrity or other notable spokesperson (61%).

“Leading nonprofits are transforming their missions into breakthrough cause brands by harnessing the power of corporate partnerships to rally new supporters with a compelling call-to-action,” explains Alison DaSilva, Cone’s executive vice president of Cause Branding. “While we have seen many companies reap the benefits of cause-related partnerships, these results reveal the same benefits hold true for the nonprofit brand. Strategic corporate partnerships can help nonprofits stand out and create new, loyal ambassadors.”

Give Consumers Details

American consumers are highly attuned to nonprofit-corporate partnerships in the marketplace today. Nearly two-thirds (61%) are actively seeking partnership details before deciding to advocate for or donate to the cause. And they want to see results – 75 percent want to hear about the results of partnerships, including the effect on the social issue or money raised for the cause. In light of this penchant for detail, fewer than half (45%) think nonprofits and companies disclose enough information about their partnerships.

Don’t Ignore Traditional Channels

New media have emerged as powerful channels to reach and engage consumers around social and environmental issues and causes, but the Trend Tracker results reveal conventional channels, such as traditional media, advertising and events, still resonate. Americans indicate the following are effective ways for nonprofit organizations to reach them with a message or call-to-action:

·         81% by word-of-mouth from family or friends

·         80% through traditional media (e.g., newspapers, magazines, television)

·         74% in advertising

·         69% at events

·         66% in the store, on a package or at the register

·         64% through standard mail

·         59% through e-mail

·         49% through social media channels (e.g., Facebook, blogs, YouTube, Twitter)

·         29% on mobile devices (via text messaging)

About the survey:

The 2010 Cone Nonprofit Trend Tracker presents the findings of an online survey conducted February 11-12, 2010 by Opinion Research Corporation among a representative U.S. sample of 1,055 adults comprising 510 men and 545 women 18 years of age and older. The margin of error associated with a sample of this size is ± 3%.

About Cone:

Cone (www.coneince.com) is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding, Brand Marketing, Nonprofit Marketing, Corporate Responsibility and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (www.omnicomgroup.com).

Why White Castle’s Cause Marketing is Better than KFC’s

Selfish Giving Blogger Joe Waters discusses the differences, and still up for debate pro’s of White Castle’s burger-scented candle.

It was only a matter of time before it happened. In some ways I’m surprised it even took a week. It began with this tweet from fellow cause marketer Steve Drake:

White Castle is selling a hamburger and onion scented candle in their restaurants and online for ten bucks with proceeds (good luck finding out how much, but this article says the promotion will raise $50,000) going to Autism Speaks. The candle has been a huge hit. It’s sold out online and sales at restaurants have been brisk as well.

Shortly after Steve’s tweet, Estrella Rosenberg said what a lot of us must have been thinking:

Estrella is referring, of course, to the Komen/Kentucky Fried Chicken Buckets for the Cure cause marketing program that has sparked outrage both online and off. To catch-up on the controversy, I suggest you read Scotty Henderson’s, Nancy Schwartz’s and my posts on the topic.

So should White Castle too be plucked clean and boiled as KFC was?

Read what else Joe Water’s has to say and decide for yourself.

Fighting Malaria in Age of Twitter: Nets Save Lives, So Do Retweets

by Kari Dunn Saratovsky on www.socialcitizens.com

Every 30 seconds a child dies of malaria. Nets save lives. So do retweets. http://rt2give.com

The messaging is so powerful, so clear, and so tweetable – and with the World Bank’s bold announcement yesterday that they are stepping in to fill half of the 50 million “bed net gap,” the Case Foundation together with Malaria No More and Twitter thought there was no better time to launch a citizen driven campaign using the powerful force of the 100 Million users on Twitter.

Let’s take a look at the numbers:

  • At present 200 million mosquito bed nets have been delivered across sub-Saharan Africa, affording protection to half of the world’s population at risk of malaria.
  • 100 million more bed nets are in the process of being produced and delivered, leaving a 50 million bed net gap to meet the United Nations Secretary-General’s goal of universal coverage by year’s end.
  • Every thirty seconds a child dies from malaria in Africa. However, malaria is a completely preventable and treatable disease.
  • There are approximately 50 million “tweets” sent across the twitterverse each day

On Wednesday, the UN Envoy for Malaria Ray Chambers, appointed a group of 50 Social Media Envoys dedicated to utilizing their social profile to keep online and offline media audiences focused on the movement, milestones and resources required to achieve the Secretary-General’s goal of providing all endemic African countries with malaria control interventions by the end of 2010. From Kim Kardashian and Shaq to Bill Gates and Steve Case, these social media influencers are stepping up to use their collective 50 million person following for social change.

To read more about the power of “text to give”…

‘Cause-nitive Dissonance,’ Bad Postioning or Both in KFC Cause Marketing Campaign?

posted by Paul Jones, www.causerelatedmarketing.blogspot.org

Through May 9, 2010 each bucket of specially-marked KFC chicken sold generates a $.50 donation to Susan G. Komen for the Cure. The KFC bucket also invites you to visit bucketsforthecure.com to make an additional donation.

As the website URL suggests, the campaign sports the unwieldy name of ‘Buckets for the Cure.”The redoubtable Scotty Henderson, and many others, have raised the issue of “cause-nitive dissonance,’ to coin a term.

That is whether fried food should be supporting breast cancer research, since research has shown obesity be a risk-factor for breast cancer and since fried chicken is high in fat. Many, many others, including the Wall Street Journal, have weighed in.

Read more causerelatedmarketing.blogspot.com.

Connect with Current Events for Nonprofit Marketing Success — Earth Day 2010

By Nancy Schwartz on Getting Attention

Leveraging a news item or holiday by connecting your org to its theme is a tried-and-true nonprofit media relations strategy that succeeds at little cost. (See PETA case study).

But there’s more than media coverage to be gained in connecting your organization’s issues with a major news event or holiday. Doing so links your org to what’s already in your supporters’ minds — like this year’s 40th anniversary of Earth Day — so works well to motivate them to give or sign a petition.

Here are just a few of the many strong models of nonprofit marketing campaigns around Earth Day 2010 (via my colleagues active on the Progressive Exchange list serv. Please join us.):

  • The Media & Policy Center’s “Growing Greener Schools” will air on PBS throughout Earth Day week (check local listings).  It’s supported by a terrific new network of green school activists and initiatives, and the community building is reinforced by an e-newsletter.
  • The Green for Life video series was launched by the United Methodist Church and an action alert of Six Things You Can Do this Earth Day shared by United Methodist Women.
  • The Nature Conservancy is organizing action around itsEarth Day To-Do List and needs just 110 more signatures via Facebook to reach its goal for its “Be Part of the Solution” petition. Sign it now.

More great Earth Day-related nonprofit fundraising and marketing campaigns here.

Learn more by reviewing these examples of organizations connecting with a news event for nonprofit communications success, and one of a for-profit doing so and treading on youropportunity:

Please share your organization’s strategies for leveraging news events to boost your nonprofit communications in the comments box below at bottom or via email. Thanks much!

P. S. Get more in-depth articles, case studies and tools for nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications.  Nancy and her team provide marketing planning and implementation services to nonprofit organizations and foundations nationwide.

She is the publisher of the Getting Attention e-update and blog. Subscribe here to learn how to improve your nonprofit marketing impact: http://www.nancyschwartz.com/getting_attention.html.

Don’t Be Evil: How Connection And Transparency Makes Us Better

Check out Umair Haque’s compelling argument for why a hyper-connected amplifies the incentives for doing good – and the costs of being evil. It drives home the importance of engagement and transparency in the growth and development of CSR. Organizations will find growing benefits in taking meaningful positive action.

Read this before the your next effort to secure a corporate sponsorship!