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Products of caring companies are seen as superior
New research just released shows that corporate social goodwill can elevate a company’s profits by improving consumers’ perceptions of its products, but only when it’s seen as genuine.[Chernev, Alexander and Sean Blair (2015), “Doing Well by Doing Good: The Benevolent Halo of Social Goodwill” Journal of Consumer Research Summary]
New research shows that social goodwill increases the perceived quality of your products
Your products will only be perceived as better when your Social Responsibility Policies are motivated by an authentic values-led strategy, rather than thinly-veiled self-interest and hopeful publicity...
“Where does a phenomenon begin?” That’s the question ESPN’s Tom Rinaldi seeks to answer in a long SportsCenter feature on the ice bucket challenge, which has reportedly raised more than $50 million for ALS charities in less than a month.
...This origin myth, while heartwarming, just isn’t true. The real story of how the ice bucket challenge came to dominate your Facebook feed takes nothing away from Frates’ inspirational message, or the fact that his personal struggle helped draw celebrities to the cause and drive charitable contributions. But focusing on “one name” obscures another fascinating tale, one that illustrates how movements mutate and evolve as they travel across the Web....
Branding is also vital when your organization is launching specific fundraising campaigns, events, projects, or programs. An excellent example of a nonprofit with a well-known brand that helped one of its major campaigns is GiveCorps, which recently had a Giving Tuesday campaign called BmoreGivesMore.
The consistency of the branding for GiveCorps proved to substantially aid its messaging and helped form strategic partnerships with like brands. The end result of these efforts? Well, the organization raised $5.7M in one day (yep, one day).
Let's break down the organization to see exactly who they are and what has made them such a success -- including its branding techniques....
An exciting announcement came out of HubSpot last week that's got the inbound world buzzing. As you can see in the promotional video below, HubSpot is partnering with charity: water, "a non-profit organization bringing clean and safe drinking water to people in developing nations.” HubSpot is helping charity: water use the principles of inbound marketing to further spread the non-profit’s mission. Pretty cool, right? This is one thing I don’t hear discussed a lot in the marketing world - effective and strategic marketing tactics for non-profits. This new partnership got me thinking about it, and after looking through HubSpot’s fundamental inbound marketing principles, it became apparent how this practice philosophically and logically complements non-profit work.Here are three reasons why non-profits should take a nod from charity: water and look to inbound marketing tactics to spread their mission and accomplish their work....
Cultural organizations like theater companies, orchestras, and art museums are using the internet, social media, and mobile apps to draw in and engage audiences, provide deeper context, and disseminate their work beyond the stage and the gallery... A survey of a wide-ranging mix of U.S.-based arts organizations shows that the internet, social media, and mobile connectivity now permeate their operations and have changed the way they stage performances, mount and showcase their exhibits, engage their audiences, sell tickets, and raise funds. These organizations are even finding that technology has changed the very definition of art: 77% of respondents agree with the statement that the internet has “played a major role in broadening the boundaries of what is considered art.” “For most of these organizations, technology suffuses their operations and their engagement activities with their communities,” noted Kristen Purcell, research director at the Pew Research Center’s Internet & American Life Project, and a co-author of the report. “They are using the technologies to expand their offerings, grow and diversify their audiences, and bring technology users into the act of creating art itself.”
Fundraising for non-profits is no easy task. No matter how noble the cause, getting folks to part with their hard-earned cash presents a tricky challenge.
But, more than ever, non-profits are relying on social media to reach their target audiences and help make the world a better place. Why social media? Because Facebook, Twitter and other networks are where the eyeballs are. In fact, socially shared content makes up 10% of all web content, at least according to analysis by the social platform ShareThis.
2012 saw more social effort and engagement than ever by non-profits, and the following infographic from MDG Advertising provides a handy overview. Based on statistics from a number of non-profit advocacy groups, it reflects a world of newfound potential for rallying people online for social good....
Why does it seem that raising money with social media is almost impossible? We all know that retweets can travel faster than an earthquake and Facebook is basically word-of-mouth on steroids. But why do most social media fundraisers fall flat? The answer lies in understanding exactly how people use social media, and why these tools even exist in the first place.... [John Haydon answers a provocative question for nonprofits ~ Jeff]
The rapid advancement and growth of channels such as Twitter and Facebook has had a dramatic effect on our personal and professional lives, and, thanks to platforms such as Kickstarter, DonorsChoose.org and Pencils Of Promise, both users and organizations have been empowered to advance social change in education, as well as fundraising for good causes and other worthy projects. Indeed, four out of five adults believe that “I can make the world a better place by my actions.” But how? The 2012 Social Change Impact Report revealed that people do want to help out, even when times are bad, and this infographic from Best Colleges takes a closer look at how social media has led to social change.... [Interesting social-ology and insight for nonprofit orgs - JD]
One of the most powerful ways a nonprofit can win over donors is to ensure transparency and accountability.
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Eventually, every celebrity and politician (though hopefully not every brand) will have taken the Ice Bucket Challenge.
So, what next? The moment the ALS campaign went crazy, we braced for the inevitable slew of copycats.
Adweek takes a look at some of the contenders....
Marketers use stories to draw the attention of a wider audience and to generate interest in your organization. In fundraising, including major gift fundraising, stories motivate donors to provide financial support.
Here are three tips for using stories to boost your organization's bottom line through major gifts...
UBC studies suggest all those ribbon campaigns might not be that effective in raising cash...
A study conducted by researchers at the University of British Columbia came to some sobering conclusions.In a series of experiments conducted in the field and the lab, researchers asked participants to show their support for various causes. In one study, one group was given a poppy to commemorate Remembrance Day and asked to put it on immediately. Another group was given a poppy in a sealed envelope to take away with them. A third group, given neither a poppy nor an envelope, acted as a control. Individuals in all three groups were then asked to make a donation to support Canada’s war veterans. (The money raised was, in fact, donated.)
Individuals who had accepted the poppy in a sealed envelope donated significantly more than those in the other two groups....
29 nonprofit resources that tweet regularly on subjects ranging from fundraising to social media to mobile communications
Via Kimberly Flaherty
I have a short attention span, but I rock at multitasking. I may get bored easy but if you capture my attention, I could become your number one advocate. Please just cut to the chase, there’s no need for lengthy instructions; to me a picture’s worth a thousand words. At about 80 million strong, by 2017 these Americans, born between 1980-2000, will have more spending power than any other generationbefore us. You call me a millennial, but I prefer Rachael....
What does this mean for non-profits? If you figure out the secret sauce to reaching us now, not only will you execute better fundraising campaigns, but you increase your chances of creating lifelong donors. Here are 5 things you need to start doing if you want to captivate my fellow millennials...
What inspires people to donate their hard-earned money to a stranger’s cause? And how do these people choose which of the thousands of noble causes to donate their limited resources to? It all starts with your fundraising appeal – it is your first and most important chance to connect with a potential donor. You have to accomplish a lot in your appeal: explain your cause, demonstrate why it’s important, and prove to your readers that their money will be best spent with you. Persuasive writing convinces people to make donations, plain and simple. If your fundraising appeal doesn’t have a clear point of view, specific asks, and good storytelling, you are not going to convince people to donate. Writing good copy is hard. Here are ten quick tips for getting started...
Redesigning your nonprofit organization to become more participatory, open, authentic, decentralized, collective, and effective—via social media, networks, and beyond. The environment in which nonprofits are doing their social change work has changed dramatically over the past five years. It’s more complex, online networks are central to our lives and work, and stakeholders want more involvement. Seeing tangible results from your organization’s social change efforts now requires two things to be successful: leading with a network mindset, and using measurement and learning to continuously improve. It is just not about using the tools—having a Facebook brand presence or tweeting as the CEO of your organization—it is a total redesign of your organization....
When do the personal political values of news organizations employees bump into principles of journalistic integrity ad impartiality? ...Now it seems like there is concern that Lisa Simeone, the host of National Public Radio’s opera show, attracted attention that NPR didn’t want through her role as a spokesperson for a group that many in the press saw as part-and-parcel of the Occupy Wall Street movement....
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![How Social Media Leads To Social Change [INFOGRAPHIC] - AllTwitter | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/E-uLFy8j5tZEAmLbdvxfczl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
This research should encourage nonprofits & motivate caring companies to benefit from the "noble edge effect."