JUNE 1- JUNE 14, 2012 EDITION
A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know.”
WATCH: WHAT IS ‘CREATING SHARED VALUE’?
Well done video ‘tutorial’ and corresponding essay defining and detailing the origin of the Shared Value concept. We here at For Momentum are big on our definitions these days (prepare for shameless plug now!) as you can see by our newly released Cause Marketing Glossary.
DO’S AND DON’TS FOR MAKING TRULY GOOD CORPORATE CITIZENS
As with most things in life Cause Marketing too has – 2 sides of the coin, both sides of the fence, the other side of the tracks – you get the idea… Author Mara Einstein’s take on cause marketing includes the opinion that “corporations decide the causes that should get the most funding based on their market potential–a skewed method for determining social policy.” And though she does concede that it is “good marketing” for many corporations her opinion is that “these initiatives tend to do far more to boost the corporation’s reputation and bottom line than to help the charitable concern”. So, knowing that there are two sides to every story check out her article and see if you think the grass is greener on the other… Yea you know where this is going…
SOCIAL PURPOSE – THE DECIDING FACTOR IN YOUR CUSTOMERS DOING BUSINESS WITH YOU
Well thought through blog looking at “social objects” through ‘cause-colored glasses’. Blog references stats that support the idea that consumers want to know about a corporation’s social purpose so that they can make an informed decision when choosing a product and that those same consumers realize, and support, that the cause as well as the company are making a profit – “76% of people believe it’s okay for a brand to support a social purpose and make money at the same time”. Just sayin’…
STATE FARM’S “CAUSE AN EFFECT” CAMPAIGN OFFERS 6 LESSONS IN SOCIAL CAUSE MARKETING
Blog from Network4Good on State Farm’s recent Cause An Effect voting campaign, their first social cause marketing experience, including summary and results. Blogger Kate Olsen interviewed the team behind the campaign and shares ‘effective’ key insights.
8 TAKEAWAYS FROM THE CECP CORPORATE PHILANTHROPY SUMMIT
Nice recap of the 2012 Corporate Philanthropy Summit hosted by the Committee Encouraging Corporate Philanthropy.