I first met Simon Mainwaring in Boston in September, 2011 when we shared a keynote on best cause marketing practices (thank you, Katya). Ever since then, I have admired Simon’s unwavering commitment to change the world through cause marketing. His bestselling book We First is a must read for anyone who believes that businesses play a role in their larger community. I wanted to check in with Simon, and see how the We First project was coming along. Here’s what he had to say… GL: How has We First been embraced by the business community? SM:Outright the business community has been very kind and open towards We First, welcoming both the book and its message. That said, the purpose of […]
Image by Aliza Sherman My friend C.C. Chapman released his second book, Amazing Things Will Happen. Continuing a tradition of book give-aways here, the five best answers/comments in response to C.C.’s question will receive a complimentary copy of the book from me (and Amazon). First, let me say, Amazing Things is a great read about how to make your dreams come true. I thought it was the blogger’s version of the Artist’s Way. Amazing Things is full of ideas and tips to spark, complete and enjoy that next success. It’s a fast and enjoyable read. Perhaps most importantly, the book sparked me to re-engage in a personal project that I had left fallow for years. I realized the time would […]
At last week’s Cause Marketing Forum, The Great Breast Cancer Debate panel at the 2012 Cause Marketing Forum featured Margo Lucero of Susan G. Komen for the Cure. Susan G. Komen for the Cure seen a 20% decrease in corporate sponsorships over the past year, but blames the economy rather than the very public fiasco it experienced when it pulled funding from Planned Parenthood. Lucero’s statement met an audible gasp from the Cause Marketing Forum audience.
Want to be my guest at the Cause Marketing Forum this May 30-31 in Chicago? The best comment wins a free registration worth $1,045.00 for a business or $795 for a nonprofit, compliments of Razoo (also cross-posted on Inspiring Generosity). A decision will be made tomorrow morning based on comments on both blogs. Customers want brands to invest in marketing, that much is clear. There’s enough data out there that shows that people love brands that invest in their community’s general well being (skip ahead if you want to see the stats). Yet brands struggle weaving cause marketing and corporate social responsibility programs into the fabric of their marketing communications. Some of the cause marketing problems facing corporate brands include:
Image by jdhilger Just as individual web site owners use affiliate marketing, small and large companies and nonprofits are engaging in teams — coalition marketing — to reach common stakeholder groups. Modern Internet tools have made coalition marketing incredibly simple. It’s easy as setting up a web site and providing the common offering or cobranding. Coalitions take several forms. Often joint marketing initiatives are fielded where both or a group of brands are co-promoted (almost like a large summer music festival with multiple headliners). For example, consider how your grocery store may be affiliating with a gas company to provide loyalty programs. Also consider how Zoetica and RAD Campaign co-market the Nonprofit 2.0 Conference. Another form is traditional channel sales, […]
Many times we wonder if we really can change things. Some wish to change all of society, while others want to resolve a specific problem, like education, homelessness, or environmental issues. Passion drives them, but many of us question whether our actions really matter. Simon Mainwaring’s current bestseller We First (See Beth Kanter’s book review) certainly challenges us to believe that change of all kinds can happen. Mainwaring advocates for a sea change in capitalist culture towards mandated ethical corporate social responsibility and cause marketing. He advocates for a We attitude instead of a Me attitude. His suggested primary catalyst for change is, you guessed it, social media. If They Can Do It… From Ignite Better Baltimore It’s easy to […]