For Momentum Cause Marketing twINFO: March 28 – April 4, 2012

A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know”

DISNEY’S THE LION KING AND NEDERLANDER JOIN NOTHING BUT NETS ON THE WORLD STAGE TO PROMOTE AN IMPORTANT CAUSE

It warms my (sometimes jaded) heart to continue to see companies and causes join together in creative, meaningful, mutually beneficially ways that make a difference around the world. Just when I start to put on my cynical “seen that a million times” hat I come across a cause marketing strategy that shows someone in the room was thinking that day. The Nederlander Organization, operators of the Minskoff Theatre where The Lion King is currently playing on Broadway – as well as other theatres, was approached by the UN Foundation and asked to become a partner of its Nothing But Nets initiative aimed to end malaria deaths in Africa by 2015. This partnership puts this important campaign in front of theatre goers and provides them the opportunity to make a donation, has natural tie in to the show and positions the corporation as one that cares. Glad to see they’re not just ‘lion’ around!

THE GLOBAL, SOCIALLY CONSCIOUS CONSUMER

And a little bit of research to add to your morning coffee… Nielsen released research that sampled 28,000 respondents from 56 countries to look at bettering the effectiveness of cause marketing. You have to fill in and submit a form to access the full report but it is pretty painless and certainly worth the trouble with a tease like “Research suggests that there is a segment of socially-conscious consumers who cause marketers ought to pay attention to. But who are they? What causes are most important to them? What’s the best way to reach them?” Read and learn people!

PROCTER & GAMBLE SECRET “MEAN STINKS” CAMPAIGN

Thoughtful campaign that not only tackles an important social issue but provides tools and platform that youth relate to so the campaign can be successful and get the word out to those who need to hear it. So nice to see a corporation using brand tie in to stand up to say that something ‘stinks’ while providing a solution that’s more than just a product.

CORPORATE SOCIAL RESPONSIBILITY COMES IN THREES

Nicely done blog detailing the importance of the corporate social responsibility trifecta for brands – that “they treat their employees well/act ethically; they have a strong commitment to greening the world; and, they engage in corporate philanthropy and cause marketing.” Includes examples of success and references to studies that could be usefully repurposed. The important take away here is that while yes corporations doing the right thing is a good thing, it is consumers expectations (and demands) that companies give back that drive, and will continue to drive, corporations to do what is necessary to earn their trust (and ultimately their business). Power to the people (or at least to the consumers)!