JUNE 28 – JULY 11, 2012 EDITION
A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know.”
HOW A GAMING GURU IS POWERING UP THE NEW SOCIAL PHILANTHROPY
Super informative article – packed with several juicy (Razoo related) stats – about where Razoo CEO sees the next big area for growth in the social giving space. Razoo, an online platform that facilitates crowdsourced fundraising, has channeled $97 million to more than 12,000 nonprofits to date and features activities like “Giving Days” – 24 hour giving contests. Razoo is used not just by nonprofits but by a large number of individuals (about a 60/40 split) resulting in the individual becoming part of the donation experience which likely has a significant and lasting effect.
PENNEY REACHES OUT TO THE RIGHT
MediaPost summary of JC Penny’s new cause marketing effort. The retailer will select a different nonprofit each month and ask customers to round up their purchases with the difference going to the charity. The timing for the organizations selected makes good sense – Teach for America in September (back to school time), Share Our Strength (ending child hunger) in November and so on. The unique stand outs of the campaign are a social media platform – www.broadcause.com (“Tell Your Story, Change The World”) and a not yet launched WeTopia game.
GOOD WORKS! YOUR PRACTICAL GUIDE TO CORPORATE GOOD INITIATIVES
Of course most of us cause marketing professionals have already read Good Works! but in case there are a few stragglers out there who have not this is a nice review and description of the book. What I especially like is how the reviewer, Simon Mainwaring, points out the ways in which the book makes the case, from a corporate perspective, for why corporations should make brand purpose a core value based on numerous case studies.
LEVERAGING CORPORATE RESPONSIBILITY: THE STAKEHOLDER ROUTE TO MAXIMIZING BUSINESS AND SOCIAL VALUE
And since we’re plugging books today here’s another. This excerpt explores the critical importance of involving stakeholders in corporate responsibility efforts. Maybe we should start a twINFO Summer Reading List, hmmmm…