Marketing for a Good Cause: 7 Strategies for Non-Profits
Non-profits are hit with the biggest digital marketing challenge of all: having no money. To operate, thrive, and raise awareness for their cause without spending a substantial amount of money can seem impossible in a world of bigger, louder, and more financially equipped online advertisers they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.
An Iconic Charity Refits: Will It Save the Ship?
(The Huffington Post, 03.02.16)
Jerry Lewis and the Muscular Dystrophy Association had a big influence on my cause marketing career. Growing up during the 70’s, The Jerry Lewis Telethon on Labor Day weekend was must-watch television.
Bringing People Together to Make a Better World
Globalisation, connectivity, and common interests are uniting formerly unrelated groups. But how do you manage reputation in the fast moving context of digital media, where critical views can make or break a brand in a second? The answer is meaningful and authentic corporate social investment that makes a real difference.
Banking and Corporate Social Responsibility
Some financial institutions, banks in particular, have turned to corporate social responsibility to give back, develop credibility, and regain consumer trust and confidence that waned in the wake of the U.S. financial downturn.
“It’s not easy … but balancing the short and long term is key to delivering sustainable, profitable growth—growth that is good for our shareholders but also good for our consumers, our employees, our business partners, the communities where we live and work, and the planet we inhabit.” —Irene B. Rosenfeld