Cause Branding Digest, March 8, 2016


What Brands Can Learn from Musicians About CSR
(MediaPost, 07.03.16)

The memories are indelible. From Farm Aid to Live Aid and “We are the World,” my generation’s earliest exposure to activism was through music. When Live Aid aired in July 1985, 95% of the world’s television sets were tuned in, and an estimated 1.4 billion people watched, making it the biggest benefit concert in history. Today, musical artists like Lady Gaga, who launched her Born This Way Foundation to support the wellness of young people, and Jack Johnson, who used proceeds from his 2008 tour to fund the Johnson Ohana Charitable Foundation, are continuing the rich history of musician-activism.


5 Hidden Benefits of ‘One for One’ Business Giving
(Triple Pundit, 01.03.16)

One-for-one giving programs through companies like Toms and Warby Parker have instant appeal beyond the quality of and demand for their products. These habitual contributions of shoes and eyeglasses for those in need, respectively, are a clear signal to customers that these companies value making a difference in society. And they are doing just that — by taking action on these values and supporting impoverished communities.


Marketing Key to Return on Corporate Social Responsibility Investment, Study Shows
(Phys.org, 23.02.16)

The decision to give to charity or develop a more sustainable product should not depend solely on a corporation’s bottom line, but it is certainly a factor. That can complicate the situation for managers who must balance between doing good and keeping shareholders happy, said Sachin Modi, an associate professor in Iowa State University’s College of Business.


5 Marketing Tips for Nonprofits to Reach Donors
(Forbes, 12.02.16)

For nonprofits, donors are a critical component for long-term success. Nonprofits rely heavily on donors for funding and support, and donor outreach is an important part of their business. Nonprofits are tasked with the challenge of presenting their organization and cause in such a way that will compel donors to take action.


“Corporate social responsibility … Not because it is a nice thing to do or because people are forcing us to do it, but because it is good for our business.” —Niall FitzGerald


Cause Branding Digest, April 14, 2015


7 Reasons Walmart Has Given Me Hope About Green Marketing
(GreenBiz, 23.03.15)

Twenty-five years ago this month, my book The Green Consumer hit U.S. bookstores. It promised that “Every time you open your wallet, you cast a vote, for or against the environment.”


5 Companies Doing Corporate Philanthropy Right
(Triple Pundit, 09.03.15)

Some companies just get it. They understand that nonprofits are out there fighting to make the world a better place, so they institute corporate giving programs that provide more funds, in more ways, to more organizations.


What’s the Best Way to Market Your Charitable Giving?
(Entrepreneur, 16.10.14)

From the red Dell laptops for AIDS awareness to pink Nike high-tops for breast cancer research, more companies are embracing social causes as ways of helping themselves and others. Such cause-related marketing generally produces win-win outcomes: The for-profit companies generate goodwill and earnings, while the nonprofit causes share in income they may not otherwise have seen.


‘Green and Growth Can Go Hand in Hand Together’
(Forbes, 23.09.14)

What a difference a decade makes. Corporate leadership is now very keen to be seen to be embracing the values of sustainability. But individual leadership has also made all the difference. Once UN Secretary General Ban Ki-Moon threw his weight behind the Climate Summit in New York, it moved onto a different platform.


“Progress is impossible without change, and those who cannot change their minds cannot change anything.” —George Bernard Shaw


#GivingTuesday: A Dedicated Day of Giving

#GT

[Originally posted on the Holmes Report.]

Wading through all the Christmas displays while trying to find Halloween treats, I have been thinking more and more about #GivingTuesday. The concept that New York’s 92nd Street Y and the United Nations Foundation had in mind when they launched the initiative is deliciously simple—and appealing, as we’re all still shaking off the hangover of last decade’s collective overspending, against a backdrop of the frenzied end-of-year consumerist messages.

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Corporate Branding Digest, Aug. 27, 2013


Which Charity Is Best? How Corporate Giving Can Boost Branding, Sales
(Forbes, 14.08.13)

Everyone from Helen Keller to King Carl XVI Gustaf of Sweden gets credit for the admonition, “Nobody can do everything, but everyone can do something,” which is true enough for both people and corporations. But people usually don’t have to debate all that much about exactly what charitable giving they ought to do.


Mondays and Fridays Best to Post on Facebook to Get Engagement
(The Drum, 20.08.13)

The majority of Facebook posts are made on Thursday and Friday, but Monday is one of the best days for engagement, research by Socialbakers has found.


How PR and SEO Can Work Hand in Hand
(Ragan’s PR Daily, 02.08.13)

For many years, the worlds of public relations and search engine optimization (SEO) have existed on different “islands,” providing mutually exclusive benefits. Through Google’s Penguin and Panda algorithmic updates—two changes that have boosted the importance of editorial quality and referral sites, and have nixed the spammier forms of SEO—public relations and SEO have emerged as similar practices.


How to Decode Website Metrics to Pump Up Your Online Marketing
(Entrepreneur, 01.06.13)

Oprah Winfrey, one of the world’s richest women valued at over 2.9 billion dollars, was refused 3 times the opportunity to examine and purchase a 37 thousand dollar Tom Ford handbag. This happened at a posh upscale boutique in Switzerland.


“It’s easy to make a buck. It’s a lot tougher to make a difference.” —Tom Brokaw


The 12 Days of Havas

On Dec. 12, Havas PR will launch its new publishing wing, 120M Books, with its first e-book, What’s Next? What to Expect in 2013. To celebrate, Havas PR is launching the 12 Days of Havas, an initiative for which staff will donate time to a different charitable organization every day for 12 straight days leading up to the launch. Jay Williams, vice president at Havas PR and the creative genius behind the 12 Days of Havas, sat down to talk about his inspiration for the program, what he hopes it will accomplish and the true meaning of the holiday season.

Q: What exactly is the 12 Days of Havas?
Jay Williams:
The program is a fun play on the Christmas song “The 12 Days of Christmas.” During the 12 Days of Havas, we are working with a new charitable organization each day and donating our time and industry skills to assist them with whatever they need. It’s great because it allows us to give back during the holiday season—which is all about giving—and ramps up anticipation for the launch of 120M Books, a huge step for Havas PR.

It’s also an opportunity for us as an agency to show our creative thinking and our capabilities from a corporate social responsibility perspective. It aligns well with #GivingTuesday, too, the Tuesday after Thanksgiving, which the agency has really jumped behind. We even used that as our kickoff day for this initiative. Plus, we’ve recently rebranded, so it’s a great way to highlight the ingenuity and collaborative nature of our agency while doing something good for those around us.

Q: What was your inspiration?
JW:
December is a time for giving; the year is winding down and I think a lot of us reflect on how lucky we’ve been and what the year has looked like. I was thinking about how we can all give back and show the world the caliber of people we have at this agency. There is a lot of need out there, and I know I stop and think about ways in which I can ease some of that need, even just a little. So my thought process was, Why don’t we do a PR marathon that really gives back? Leading up to the launch of the e-book, I want to remind people that we are the kind of agency that cares about those around us who need a little help. We’re also the kind of agency that has creative ideas like this. And we are all part of the thought process behind 120M Books, so why not do something that truly demonstrates who we are in the lead-up to that?

So I was sitting at my desk and thinking about the time of the year, and the song “The 12 Days of Christmas” jumped into my head. Then I thought about 12/12/12, the launch date of 120M Books. After a tangent about astronomy (don’t ask), I came back to the idea of the song and realized how appropriate it is, because it is about giving. A spin on that works so well, because our creative thinking is our gift.

Q: What do you hope the 12 Days of Havas will accomplish?
JW:
I just hope that it helps. The charities we’re working with have just been so appreciative you wouldn’t even believe it. These are great organizations, but they don’t always have the Madison Avenue level of communications support. In general, most charitable groups need better media resources and strategic planning. Our role in this is to be able to help the organizations we’ve chosen with some real communications expertise and backing, and we’re ready to jump in where they need us most.

We have a track record with some of these organizations already, so we already understand some of their needs and it’s clear from our conversations with them that they really need the help. They have amazing news and amazing goals, but they don’t always have the capabilities to go about spreading the news and getting their message heard. As a New York PR agency, we sometimes take for granted everything we’re able to accomplish, whether it’s putting together a social media campaign on the fly or getting our clients on national talk shows. Working with these groups really puts it all into perspective.

Q: How will Havas PR assist these organizations?
JW:
We’ll do everything from volunteer work on the ground, like local support for Hurricane Sandy relief, to strategic programming for events, social media strategy and training, brainstorming, and campaign ideation. We’re going to help these groups secure donations, come up with long-term strategies and do media outreach for any events they are having in the near future.

Q: The mix of charities is so diverse. Why were these 12 groups selected?
JW:
The best part of the initiative is that these charities ring true to Havas PR’s value of Future First, because doing good helps create a better future. There are some that we’ve had relationships with in the past, mixed with some new ones that are near and dear to the hearts of staff members. So it’s cool, because we’re throwing a whole personal dimension into this project. The list of charities ranges from Ronald McDonald House (helping needy children) to City Harvest (working to solve hunger) to GMHC (disease education and prevention). A great thing about working with 12 charities is that we can cover a lot of different causes, and we’ve done a very good job of that.

Q: How has the 12 Days of Havas affected the agency?
JW:
Everyone has gotten really into it and is very excited about being able to use their professional talents in such an amazing way. It has also been a great opportunity for us to work with members of the agency whom we don’t always get to collaborate with. We’re seeing different sides of our colleagues that we haven’t before, and we get to see what some of their outside-of-work interests are and what causes they are passionate about. We’ve also made connections with new organizations that hopefully will blossom into strong relationships down the line.

There are so many charities out there that need us, and we can help. It’s not every day that a company volunteers its individual services. Anyone can go give a few dollars to charity, but really taking the time and donating your strengths—I think that makes the biggest difference. In the end, the 12 Days of Havas is how our agency volunteers with our hearts and our minds.

[photo: creativecommons.org/Tim Green aka atoach]