Latest News: Technology |  Celebrity |  Movies |  Apple |  Cars |  Business |  Sports |  TV Shows |  Geek

Trending

Filed under: News

 

A Good Thing: Cause Marketers Came Together in 2013

Dec 31 2013, 11:36am CST | by

10 Updates
A Good Thing: Cause Marketers Came Together in 2013
Photo Credit: Forbes
 
 

Comments

Full Story

A Good Thing: Cause Marketers Came Together in 2013

For many businesses and NGOs seeking to do well by doing good, 2013 was the year in which collaboration reached new heights. In addition to typical pairings of corporations and nonprofits, we saw meaningful alliances take many shapes — even between companies  that otherwise view one another as major competitors.

To get a feel for this surprising pattern of partnership, take a look at these noteworthy 2013 campaigns:

Coopetition – Industry Alliances on the Rise
AT&T started It Can Wait  in 2009 to address the epidemic of texting while driving. Emboldened by the positive momentum from the campaign, AT&T decided to significantly expand the effort in 2013. When competitor Verizon unexpectedly asked to take part, an unlikely corporate alliance was formed. The partnership then further expanded to include T-Mobile and Sprint. What resulted was a collaboration in which each of the four major carriers allocated marketing dollars to ‘It Can Wait’. The campaign is coordinated by AT&T with equal branding attribution for each partner./>

Clear Channel is tackling the issue of unemployment among military veterans via their IHeartRadio’s Show Your Stripes  initiative. The media giant is spending more than$75 million in radio, digital and out-of-home resources to highlight the skills brought back by returning servicemen and women and their value to employers in the workplace. Veterans, employers and supporters are encouraged to visit a centralized online resource portal designed in partnership with Monster Worldwide and Military.com. Clear Channel has recruited a coalition of American businesses identified as being military-friendly and which have already experienced success in hiring veterans includes American Airlines, Capital One, The Coca-Cola Company, Comcast and NBCUniversal, Facebook, FedEx, General Electric, General Mills, The Home Depot, jcpenney, JetBlue, Johnson & Johnson, Walgreens and Wells Fargo, to name a few.

#GivingTuesday started in 2012 as a giving-focused day after Black Friday and Cyber Monday. In 2013, over 10,000 nonprofits jumped on board, a huge increase from the 2500 involved in 2012.  This year saw more businesses get involved and experiment with ways to make their participation economically sustainable.  Launched on Giving Tuesday and running through year-end, PayPal’s Stamp Out Checks campaign encourages donors to give via PayPal instead of writing a paper check. In return, PayPal is adding $5.52 – the cost of a year’s worth stamps – to every donation of $25 or more. This year, the company reported a 99.9% increase in U.S. donations on GivingTuesday compared to 2012.

Cause-Branded Products, Lines and Shopping Portals Evolve
For-profit FEED USA and Target teamed up to offer Target shoppers a large, limited-time collection ranging from apparel to home goods to sporting goods. Each product prominently displayed the number of meals donated to children and families through Feeding America as a result of the purchase./>

Warby Parker co-founder Jeff Raider is taking lessons learned from the Warby model and has launched a new cause-based startup called Harry’s which sells fashionably designed razor handles and replacement blades at prices less expensive than existing dominant brands. The company donates one percent of sales and one percent of volunteer time to nonprofit partners. If Harry’s follows in the footsteps of Warby Parker, this cause business may start a true legacy line.

Buy One Give One’ pioneer TOMS launched a new online store called TOMS Marketplace that features a curated collection of 200 socially conscious products from 30 different companies. Browsable by cause category, brand or geographic area of impact, products include everything from accessories, apparel and bags to home goods, jewelry, sports equipment and technology.  This model allows TOMS the potential to catapult their online footprint, diversify their product offering while helping generate commerce for smaller, start-up cause brands.

Cause-related marketing efforts have come a long way since their introduction to the marketplace over 30 years ago. They’ve raised billions for good causes and generated impressive business benefits as well but relatively few companies have mastered the art and science behind combining company and cause (Peruse past winners of Cause Marketing Halo Awards to get a feeling for the diversity of best in class efforts over the last decade).

There are still those who look askance at companies benefitting from cause-related activity. Certainly not every program is worthy of a halo, but it’s heartening to see the great contributions of many long-running campaigns that generate social and financial dividends and the renewed spirit of innovation and collaboration infusing the field. Here’s to more and better efforts to do well by doing good in 2014!

Source: Forbes

 

iPad Air Giveaway. Win a free iPad Air.

You Might Also Like

Updates


Sponsored Update

Update: 10

4 Firms In Iskandar Malaysia Get Facilitation Fund Totalling RM16.2 Million

Source: Malaysia Today

(Bernama) – Four companies have received the facilitation fund amounting to RM16.2 million from TERAJU@Iskandar Malaysia in an information sharing programme on business opportunities and assistance for the ...
Source: Malaysia Today   Full article at: Malaysia Today 1 day ago, 7:42am CDT
 


Advertisement


Update: 9

Selangor’s Watergate about to explode

Source: Malaysia Today

Anwar brought Wan Azmi to meet Khalid to try to resolve this matter. Anwar supports the RM2.5 billion claim but Khalid is stubbornly sticking to the figure of RM250 million.... READ M ...
Source: Malaysia Today   Full article at: Malaysia Today 2 days ago, 4:12am CDT
 

More From the Web

Update: 8

GLCs told to provide RM7 billion to develop Bumiputera firms

Source: Malaysia Today

(The Malaysian Insider) – Putrajaya has directed government-linked companies (GLC) to generate RM7 billion in business opportunities for Bumiputera firms this year, Prime Minister Prime Min ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 17 2014, 2:05am CDT
 

Update: 7

Rafizi shows proof of Putrajaya’s hand in contentious carpet-trader loan

Source: Malaysia Today

Eileen Ng, The Malaysian Insider PKR lawmaker Rafizi Ramli today revealed documents to prove Putrajaya interfered in the RM32 million Bank Rakyat loan to ‎controversial businessman Deepak Jaikishan ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 16 2014, 2:16am CDT
 

Update: 6

PAS MP claims Bank Rakyat loaned carpet-trader RM215m, interest free

Source: Malaysia Today

(Malay Mail Online) – Controversial businessman Deepak Jaikishan (pic) was given a whopping RM215 million interest-free loan from state-owned Bank Rakyat, a PAS lawmaker alleged today, despite Putrajaya’s c ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 14 2014, 5:52am CDT
 

Update: 5

MRCB, Nusa Gapurna and PKNS settle suit over RM3 billion PJ Sentral project

Source: Malaysia Today

(The Malaysian Insider) – Malaysian Resources Corp Bhd (MRCB), Nusa Gapurna Development Sdn Bhd (NGD) and PKNS Holdings Sdn Bhd have reached an out-of-court settlement over th ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 21 2014, 2:53am CDT
 

Update: 4

Story behind Syed Mokhtar’s ‘RM2.25 billion tax-exempt’ Bernas deal revealed, says PKR MP

Source: Malaysia Today

(The Malaysian Insider) – An innocuous written reply in Parliament has provided a peek into the cosy relationship between the Najib administration and Malaysia’s best-known businessman, Tan Sri Syed Mokhtar... REA ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 15 2014, 12:56pm CDT
 

Update: 3

Constitutional monarchy still murky concept

Source: Malaysia Today

After the RM4.5 billion land sale, the Sultan of Johor secured a 15% stake in MOL Access Portal (MOL) for RM396 million and took a 20% stake in Berjaya Times... READ ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 14 2014, 12:37am CDT
 

Update: 2

Sultan of Johor’s RM4.5 bil backlash?

Source: Malaysia Today

Has Sultan Ibrahim of Johor’s succession of big money deals over the last six months caused the tide of public opinion to turn against Johor’s royal palace? KiniBiz examine ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 11 2014, 8:49am CDT
 

Update: 1

Putrajaya denies carpet dealer given interest-free loan

Source: Malaysia Today

Eileen Ng, The Malaysian Insider Putrajaya today refuted allegations that Bank Rakyat had allowed carpet dealer Deepak Jaikishan to repay a RM32 million loan without interest following intervention from a... RE ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 11 2014, 5:44am CDT
 

Shopping Deals

 
 
 

<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

 

Comments

blog comments powered by Disqus

Latest stories

Pau Gasol Looks Forward to a Championship Run With The Bulls
Pau Gasol Looks Forward to a Championship Run With The Bulls
Head Coach Tom Thibodeau Hasn't Committed Pau to a Role as of Yet.
 
 
Amazon Fire Phone Ships Today; Available for $0
Amazon Fire Phone Ships Today; Available for $0
Amazon has started shipping the Fire Phone today which is available exclusively via AT&T at prices ranging from $0 to $749.
 
 
OS X Yosemite planned for late October
OS X Yosemite planned for late October
Apple is also working on a new MacBook will include a Retina Display that is approximately 12-inches diagonally
 
 
North West Baby Picture Marks a Milestone
North West Baby Picture Marks a Milestone
Kim Kardashian and Kanye West must be very happy to see their daughter North West walking. Kanye took a picture of his baby North West's first step that Kim posted on her Instagram later on.
 
 
 

About the Geek Mind


Read more about The Geek Mind.