twINFO™: A convenient compilation of recent cause marketing industry info sourced on Twitter by For Momentum to keep you inspired and “in the know.”
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HOW GREAT COMPANIES THINK DIFFERENTLY
OK heads up Smart People! This is a fascinating article based on a concept called institutional logic “that holds that companies are more than instruments for making money; they are also vehicles for accomplishing societal purposes and for providing meaningful livelihoods for those who work in them.” Detailed in the article is the idea that great companies use institutional logic in six interrelated ways: A Common Purpose, A Long Term Focus, Emotional Engagement, Partnering with the Public, Innovation, and Self-Organization. In order to access the full article you may need to register at HBR.org which is easy to do and provides the option for many free resources. A nice summary of the article with no registration required can be found here.
DO JUSTIN BIEBER, KANYE WEST, OTHER CELEB TWEETS REALLY HELP CAUSES?
And…which came first the chicken or the egg? It is age old questions such as these that keep me up at night. Article is based on research conducted by Zoetica Media, presented by PayPal, finds that while celebrities can help bring attention to a cause what really makes a difference to the fundraising bottom line are spokespeople who are engaged and personally committed. Say it with me now people “Authenticity matters!!”
GIVING IN NUMBERS: 2011 EDITION
Committee Encouraging Corporate Philanthropy’s seventh annual report on trends in corporate philanthropy that presents a profile of corporate philanthropy in 2010, but also seeks to answer the pivotal question: “How has corporate giving changed since the onset of the economic downturn?” This link is to a summary and includes a direct link to the full 50 page report. And no, it is NOT mostly pictures so put on those reading glasses!
COCA-COLA ARCTIC HOME
Apps and Widgets and Co venturing OH MY! Well, Coca-Cola’s Arctic Home campaign pretty much has it all – a text to donate feature, a newly launched ‘snowball effect’ app in partnership with 7-Eleven, an interactive website. Need I say more? All in support of raising funds(up to $1 million) and awareness for the World Wildlife Fund to help create a safe haven for polar bears – an arctic refuge. AND Coca-Cola is turning their red can white AND it all ties in with their iconic polar bear advertising symbol. Jeesh!