JANUARY 25, 2013 – FEBRUARY 6, 2013 EDITION
A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know.”
NEW PROGRAM HELPS MILLIONS OF AMERICANS GET “GOOD & READY” FOR DISASTER RESPONSE IN 2013
Points of Light has partnered with Target and the Allstate Foundation to launch “Good and Ready” a year-round emergency-preparedness program with the objective to make it easy and obtainable for communities and families to be prepared for when disaster strikes. Utilizing on-line outreach and technology the goal is to engage 5 million Americans by 2014 with a focus on increasing volunteer engagement. This partnership makes sense in every way as Points of Light is the world’s largest NPO dedicated to volunteer service, the campaign features periodic sweepstakes with Target gift cards as prizes thus driving consumer traffic and is a mission match with Allstate. Well done!
PUNCTUATED GENEROSITY: HOW MEGA-EVENTS AND NATURAL DISASTERS AFFECT CORPORATE PHILANTHROPY IN US COMMUNITIES
Let me just say two things up front – this paper is not a quick read and those dudes from Harvard are really smart! This link takes you to the page to download this recently published study. The paper asks “Since corporate giving is often locally focused, what happens to local firms’ philanthropy when a major event disrupts the life of the community?” (Events being defined as “actively solicited” i.e. the Super Bowl, the Olympics or as “natural” i.e. floods, hurricanes). The authors studied how major events within communities affected the philanthropic contributions of locally headquartered corporations in the US between 1980 and 2006. The findings are quite interesting especially when reading the paper through a cause marketing lens.
FROM SHWOPPING TO SHOWERPOOLING: RISE OF THE PARTICIPATION PLATFORM
For any of you who follow For Momentum you know we just love our cause marketing terminology (prepare for shameless plug NOW). Just take a peek at our recent Cause Marketing Terminology Field Guide! So this blog from a couple of folks at Edleman – detailing a few recent successes in the cause marketing space – of course caught my eye. The two ‘new’ terms presented are “Swopping – a fashion revolution where, instead of throwing out old clothes, people are urged to recycle, or shwop, them at the Shwop Drops in select stores, the clothing is then given to Oxfam to resell, reuse or recycle” and AXE Shower having coined “Showerpooling” as part of a campaign to educate guys and girls on the importance of water conservation and how everyone can make sustainable living routine, while having fun”. Swure sounds good to me! (Ba dump bump)
JEEP’S “WHOLE AGAIN” SUPER BOWL COMMERCIAL
And for those of you having “one of those days (weeks OR months…)”, for any cause marketing professional who needs a reminder of why we do what we do, how it is more than a paycheck and why we strive to “do right by doing good”. This one’s for you. And this one. Pass the tissues please…
