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Let's Get Her to Camp

Campaign: Let's Get Her to Camp
Company: Nestle Crunch
Nonprofit Partner: Girl Scouts of the USA
Launch Date: June 24, 2014

Campaign:

Nestlé Crunch's Girl Scout Candy Bars are back for a limited time this summer. To help draw additional interest in the bars, the brand is incorporating a cause marketing campaign called “Let’s Get Her to Camp”. Nestlé Crunch will donate a minimum of $200,000 to fund Girl Scouts camp scholarships. Consumers can help increase the donation to $250,000 to send even more girls to camp by joining a virtual campfire and completing their own campfire story online.

Our Take:

When this limited edition candy bar appeared on shelves for the first time, we wondered why there wasn't a consumer-facing cause marketing campaign to go along with it. This summer, the partnership delivers precisely that. Camp and summer goes hand in hand, which makes this campaign easy for parents and kids to relate to and very timely. Providing a base scholarship amount and inviting consumers to add to the scholarship pool is also a smart move. Incorporating a daily product giveaway as well as a bi-weekly opportunity to win camping gear sweetens the incentive to participate. Asking consumers to conclude a camp fire story (vs. creating one of their own) also lowers the barrier to entry by providing content for people to respond to. The only thing missing from this campaign? Photos or video of real Girl Scouts themselves. 

Reemployment

Campaign: Reemployment
Company: Fifth Third Bank and NextJob
Nonprofit Partner: None
Launch Date: May 29, 2014

Campaign:

Piloted in 2012, Fifth Third Bank identified mortgage customers who were behind in their payments due to job loss and offered to help them land a new job with outplacement firm NextJob's comprehensive job search program. After 6 months, nearly 40% had landed jobs. The program expanded in 2013 and this year's effort will attempt to share actual job seekers' stories via video vignettes via social media in a cause marketing campaign called 'Reemployment'. For every 53 retweets, Fifth Third will fund a job searching coaching package for another unemployed person. To date, 43 additional job seekers have been helped with 2279 retweets.

Our Take:

This cause marketing campaign offers an excellent example of how social media can be used for good. In an era where mistrust of financial institutions is high, Fifth Third astutely  identified the root cause of mortgage default among its own customer base - unemployment - and then provided meaningful assistance to help customers get back on their feet. Using social media to share authentic stories of real people in need of work (instead of promoting the bank's own agenda) is highly effective and eminently shareable. Importantly, the social media effort and carrot to provide additional job coaching packages for retweets is layered on top of an existing foundation of support from the bank. Using this model, the bank shows the good that's already being done and asks for help in sharing stories as well as assisting additional job seekers.

Avoid These Employee Engagement Potholes (And Embrace These Tips!)

A new addition to this year's Cause Marketing Forum Conference were interactive networking sessions. These two-hour sessions grouped like-minded professionals around a particular theme and asked participants to share knowledge and challenges.

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The session on employee engagement was one of the highest attended and was facilitated by Cause Consulting’s Mark Feldman. During the session small groups of 6-8 people were tasked with coming up with best practice tips related to select employee engagement topics.  Here is a summary of some of what the participants came up with…

Employee Communication:  Tips for how to effectively inform and reach employees
•    Create a completing theme and call-to-action to unify and rally employees 
•    Identify internal employee champions throughout the company to cascade messages and stories
•    Ensure c-level support and utilize their voices, authority, and participation 
•    Share the passion, enthusiasm and stories of employees at all levels
•    Maximize technology, Facebook, microsites, and blogs 
•    Consider creating a movement, rather than just a program
•    Share results as quickly as possible 

Pothole to avoid:
•    Be proud, but modest in claiming your impact

Senior Executives:  Tips for how to engage and gain support of senior executives
•    Position engagement within the context of a company’s culture and bottom-line
•    Speak business language
•    Share engagement surveys and employee testimonials
•    Place executives on boards that are relevant to the company’s issue focus and strategies
•    Bring executives into the field on site-visits to experience social issues first hand
•    Expect that executives volunteer; get them out there

Pothole to avoid:
•    Be prepared.  Sometimes executives get so inspired and engaged that they jump to create immediate solutions to social problems that aren’t really needed

Partners:  Tips for how to select and engage non-profit and other partners
•    Work with local non-profits to identify and assess true needs employees can address
•    Make sure the organizations share common a vision and goals
•    Select partners that have the capacity to help lead and execute activities 
•    Enable social issue experts and universities to share knowledge with employees
•    Identify teams that are detail and action oriented

Pothole to avoid:
•    Activation always takes more time than you think it will

Click here for a copy of the more detailed Employee Engagement Factsheet that was handed out during the session.

What examples of effective employee engagement have you seen? Share your examples in the comments below!

Pin a Meal, Give a Meal

Campaign: Pin a Meal, Give a Meal
Company: Land O'Lakes
Nonprofit Partner: Feeding America
Launch Date: April 7, 2014

Campaign: 

In a new Pinterest cause marketing promotion called 'Pin a Meal, Give a Meal', for every Land O'Lakes recipe pinned or repinned on Pinterest, the Land O'Lakes Foundation will donate $1 up to $300,000 to Feeding America, a commitment equalling a donation of 2.7 million meals. This is the second year of the campaign, and as part of the program's growth, Land O'Lakes is extending its partnership with food blogger Ree Drummond (the Pioneer Woman) to help raise awareness. Drummond created signature recipes for the campaign, along with eight other top food bloggers. The campaign runs through May 31st.

Our Take:

Pinterest cause marketing promotions are getting more sophisticated, as evidenced by this second-year campaign. Not only is Land O'Lakes offering up a significant $300,000 donation, they've smartly recruited food bloggers with deep readership to authentically engage with both their recipes and readers. This promotion is a nice product/cause fit and makes great sense housed on Pinterest. What other Pinterest cause marketing promotions have you seen that are effective...or not so much? Share them below!

Hunger Is

Campaign: Hunger Is
Company: Safeway Foundation and Entertainment Industry Foundation
Nonprofit Partner: Share Our Strength, Feeding Americ
a, Food Research and Action Center
Launch Date: April 1, 2014

Campaign:

The Safeway Foundation and the Entertainment Industry Foundation (EIF) launched Hunger Is, a joint cause marketing program designed to raise awareness and funds to fight childhood hunger in the United States. The campaign encourages consumers to donate to this initiative online and in Safeway stores during the month of April. A website also asks consumers to share campaign messages via social media and provides a volunteer search tool from Points of Light. Celebrity spokesperson Viola Davis shares her personal childhood hunger story to lend additional attention and authenticity to the effort (PSA below).

Our Take:

Safeway is a master of raising funds at point of sale and this program is no exception: within the first 28 days of this campaign, the in-store donation program had raised over $4 million. Interestingly, an advisory committee made up of nonprofits like Share Our Strength, Feeding America and Food Research and Action Center will help the Alliance distribute funds raised via project proposals focused primarily on increasing school breakfasts. While a bit nontraditional, the structure is an attempt to improve collaboration and overall impact on the childhood hunger issue. What do you think of this initiative that raises money first, then decides where it's going afterwards? What challenges or opportunities does this unique model present?