Company: Ford Motor Company   
Cause: Health/Breat Cancer 
NPO Partners: Susan G. Komen and participating breast cancer charities 
Website: www. ford.com/warriorsinpink 

Program of Action 

Ford and Susan G. Komen are continuing their partnership this year with the popular and successful program, Warriors in Pink. Warriors in Pink campaign raises awareness and funds for breast cancer research. One hundred percent of net proceeds for the Warriors in Pink line of wear, now available at Ford Cares website, will be donated to participating breast cancer charities. Furthermore, Warriors in Pink will be honoring and highlighting the stories of breast cancer survivors.

Ford Motor Company has been active in the fight against breast cancer since 1993 and launched Warriors in Pink and the collection of apparel and accessories in 2006. The creators of Warriors in Pink designed multiple symbols that represent different meanings and messages for survivors, co-survivors, and encouragers to show their support. In addition, Ford is a proud National Series sponsor for Susan G. Komen’s Race for the Cure event.

Best Practices 

Ford’s commitment to breast cancer charities for the past 18 years displays not only its loyalty to partnered nonprofit organizations, but its dedication to continue raising awareness and funds for the same cause. This will be Ford’s 18th year as a Susan G. Komen’s Race for the Cure National sponsor. The company’s commitment assures consumers of its willingness to stick by its partners and cause in order to make an impact. According to 2010 Cone Cause Evolution Study, 61% of consumers would rather support a company that makes a long-term commitment on its own to a focused issue it will support over time, than allow consumers to choose which causes to support monthly or yearly.

Warriors in Pink began with Race for the Cure events and extended to popular magazines, TV shows, movies, and celebrity endorsements. Ford launched the campaign into a buzz worthy program by utilizing all sorts of media outlets to grab the attention of consumers. This innovative approach keeps Warrior in Pink and the topic of breast cancer part of everyday conversation.

Ford motivates consumers with an incentive to buy Warrior in Pink apparel and in turn 100 percent of their net proceeds are donated to a breast cancer charity of their choosing. In addition, Ford created a designated site for people to engage with others. The site provides links to news and medical sites about breast health and allows individuals to express their feelings towards breast cancer by contributing a patch to Ford's virtual quilt in honor of themselves or someone else.

Program Outcome

To date, Ford has dedicated more than $115 million to breast cancer charities and will continue to raise more with their ongoing partnerships. Warriors in Pink apparel are now being sold on the Ford Cares site. We encourage you to shop, spread the word, and dedicate a patch on Ford’s Virtual Quilt to help fight against breast cancer.

Your CM Aficionados,
Amy and Kassie

Company: Hilton Worldwide  
Cause: Education
NPO Partners: Room to Read
Website: www.roomtoread.org/maymatch 

Program of Action 

Hilton Worldwide is participating in Room to Read’s Annual Spring Fundraising campaign by supporting the Girl’s Education program and matching all donations, up to $150,000, through May 31st. Each donation amount has an assigned gift that will be donated to a young girl. For example, a $50 donation will provide a young girl with a bicycle to get to school or $100 will give her the opportunity to attend an academic support camp.

Hilton Worldwide began their partnership with Room to Read this past January in India and pledged to establish thirty new school libraries over the next three years. In addition, Hilton Worldwide aims to gain participation from more than 75 girls in the Girl’s Education Program and publish six local-language children books that will be distributed to the network of libraries and NGO partners in India. Not to mention, Hilton Worldwide is expanding their partnership to support the Girl’s Education Program in Cambodia, Laos, and Vietnam.

Best Practices

Hilton Worldwide stays committed to supporting partners, employees, and consumers internationally by participating with organizations in multiple countries where they do business. The expansion of partnerships provides participating individuals the opportunity to contribute and help make a difference in their local communities. Additionally, Hilton Worldwide forms partnerships that are consistent with their responsible business practices and cause focus. The partnership aligns perfectly with Room to Read program mission and Hilton Worldwide’s purpose of creating opportunities for individuals to reach their full potential.

Along with supporting international causes, Hilton Worldwide targets an audience of women that may feel emotionally connected to the program’s efforts. The program focuses on young girls that women, teens, or children feel linked to based on shared experiences. According to research, women give to charity at a higher rate than men and demonstrate an increased level of cause-awareness in their high levels of philanthropic giving.

Incentives are provided to individuals in that Hilton Worldwide matches all donations contributed to the Girl’s Education Program. This approach not only motivates consumers but also Hilton Worldwide employees to donate any dollar amount and know their gift is providing double the impact. A 2010 Cone Cause Evolution Study reported that 81% of employees want to get involved in their company’s cause-related efforts through matching gifts. This is a great incentive to get everyone involved.

Program Outcome 

Hilton Worldwide and Room to Read began their partnership this past January and have committed to supporting the Girl’s Education Program in multiple countries over the next three years. We encourage you to watch, share, and support the program and dedicate your gift to young women across Africa and Asia. Visit Room to Read website and contribute your gift today, the program ends May 31st.

Your CM Aficionados,
Amy and Kassie

Company: Pantene  
Cause: Health
NPO Partners: American Cancer Society
Website: www.pantene.com 

Program of Action 

Last Friday, Pantene and Seventeen Magazine teamed up to host the first ever National Donate Your Hair Day, benefitting Pantene’s Beautiful Lengths program.  This was the first annual day of giving where women and men nationwide were encouraged to cut and donate their hair to Pantene Beautiful Lengths.  Beautiful Lengths encourages individuals to grow their hair and then cut and donate their locks to the American Cancer Society, which provides real-hair wigs free of charge to cancer patients who have lost their hair due to medical treatments. 

Pantene Beautiful Lengths began in January 2006 and has collected a large amount of ponytail donations since.  In order to donate hair, donors must meet certain requirements, which include a minimum hair length of 8 inches, hair that is not bleached or chemically treated, and a donation with no more than 5 percent of gray hair. 

Best Practices 

The success that the Pantene Beautiful Lengths program has made could be attributed to the word-of-mouth effect.  Before the rise of social media sites, Pantene engaged salons, women, and young girls to create buzz about the campaign’s effort.  Four years later, the campaign is going strong and raising even more awareness by promoting the program through Pantene’s Facebook page and Twitter and by selling hair products with the Beautiful Lengths logo stamped on the front in local grocery, market, and pharmacy stores.  In addition, they launched the new dedicated national day to donate hair.  Through the utilization of word-of-mouth and social media, Pantene has pushed Beautiful Lengths to go viral and created a buzz worthy campaign among women, men, and children.

Pantene Beautiful Lengths allows individuals to donate through action.  Encouraging individuals to give back by playing games, Facebook likes and monetary donations is a simple and effective strategy for many cause marketing campaigns. However, Beautiful Lengths challenges not only women, but also children and men, to grow and give something that is precious to an individual who may need it more.  By creating an approach for individuals to pledge and act, the campaign keeps donors engaged and committed to the cause for a longer period of time and gives them the satisfaction of completing a challenge for the greater good. 

Lastly, Pantene created a designated site for individuals to share and view the stories of others who have donated in the past.  Through the Pantene Facebook page, people can become inspired and learn how rewarding it is to give something that is a part of you to someone in need.  To improve the campaign, Pantene might consider implementing a concrete goal for next year's nationwide event so current donors and potential donors can visualize the impact of their gifts. 

Program Outcome 

To date, Pantene has donated 303,998 ponytails to the American Cancer Society, with the number growing by the day.  National Donate Your Hair Day was just the beginning of spreading the word. If you would like to make a pledge and give hope to an individual battling with cancer, make sure to visit Pantene’s Facebook page or read the inspiring stories of others who have been encouraged to participate in the program. 

Your CM Aficionados,
Amy and Kassie

Company:Procter & Gamble 
Cause: Youth/Sports 
NPO Partners: Team USA Youth Sports Fund 
Website: www.facebook.com/thankyoumom

Program of Action 

Procter & Gamble is launching their largest campaign to date in an effort to raise funds and offer children a broader access to youth sports worldwide. Thank You Mom is raising funds through multiple tools with a goal to reach $500,000.  As part of the first campaign, P&G will donate $1 to Team USA Youth Sports Fund (up to $100,000) for every person who likes Thank You Mom’s Facebook page.

Thank You Mom was originally launched in 2010 to thank sports moms nationwide for supporting and cheering on their children.  The campaign began at the Vancouver Olympics and is continuing with the summer Olympics in London.  P&G partnership with the International Olympic Committee lasts until 2020.  P&G is also sponsoring 28 U.S. Olympic and Paralympic athletes. 

Best Practices 

There are two HUGE reasons why Thank You Mom will be successful. 

1. Utilization of marketing channels, technology and social media tools.

2. Expanding its global reach by launching the campaign worldwide.

Firstly, P&G is raising awareness and promoting the campaign through all possible marketing channels, such as television ads, in-store merchandise, billboard advertising and short films.  In addition, mobile applications and social media tools (Facebook and Twitter) will be utilized to engage consumers to participate and share with friends and others.  The tools provided can only be a plus since they make it easier to promote and raise awareness as all media channels are watched and used daily.   

Secondly, the Thank You Mom campaign goes global.  In addition to providing 20 short films, P&G will air television ads (spoken in different languages) and extend future brand programs and campaigns to several international cities. This approach grabs worldwide attention and can create an even larger impact for national youth sport organizations.  In addition, P&G teams up with its own brands, such as Pampers, Tide, Gillette, etc., that will each help promote the campaign and extend its reach to different consumers.   

P&G mentions that funds will also be raised by consumer engagement, brand programs, corporate donations, etc., but does not list what other programs will help reach the company’s $500,000 goal.  Perhaps P&G can keep the consumers aware of the next program to keep the awareness and campaign in the mouths of all.   

Program Outcome 

P&G’s goal is to raise $500,000 by the end of the London 2012 Games and the company has committed to raising more than $5 million for youth sports across the country.  We encourage you to support the current campaign by “liking” Thank You Mom’s Facebook page and help provide $100,000 to the Team USA Youth Sports Fund.  Also, make sure to be on the lookout for new in-store campaigns and brand programs launching this summer to help provide children with a greater access to sports!   

Your CM Aficionados,
Amy and Kassie

Company:Home Depot
Cause: Veterans/Community/Housing
NPO Partners: Fisher House Foundation, Operation Homefront, U.S. Vets, and Volunteers of America 
Website: apps.facebook.com/doingnation

Program of Action

Home Depot launches a new spring initiative, Doing Nation, allowing consumers to turn their outdoor projects into cash for a good cause.  To participate, consumers choose a project from six options listed on the campaign site such as: outdoor chandelier, fire pit, raised bed, etc.  The Facebook app features how-to videos and instructions to help complete a project.  Once the project is completed, consumers upload a photo and choose which of the four nonprofits they would like to receive $100. 

Each nonprofit can receive up to $25,000 for projects completed in their honor.  The winner with most projects dedicated to them will receive double the amount they raised.  All four nonprofits: Fisher House Foundation, Operation Homefront, U.S. Vets and Volunteers of America, help repair and rehabilitate facilities and homes for veterans and their families.  

Best Practices 

Home Depot motivates consumers with a large incentive ($100) that is automatically donated to their choice of nonprofit after a project is completed and a photo is uploaded.  $100 is a large donation for a Facebook campaign, almost unheard of, and catches the eye of a consumer who can spruce up their outdoor patio and do some extra good.

In addition, the campaign offers a unique approach to gain engagement from consumers and increase Home Depot sales.  With spring at our hands and summer right around the corner, Doing Nation offers consumers a fun online-offline-online action and a way to decorate yards or patios for the season.  Participating in the program may also require a visit to Home Depot and/or purchase of tools needed to complete a project. 

Lastly, Doing Nation coordinated relationships with four trusted nonprofits.  And even though Home Depot could have partnered with organizations that match their branding (such as organizations that build homes or make environmental impacts) they stayed committed to their partners.  One of Home Depot Foundation’s initiatives is making veterans a priority and does so with their commitment to contributing $30 million to improving homes for veterans.

Facebook is a great way to embed the campaign with social sharing and awareness.  However, perhaps Home Depot can designate a site without logins that consumers can easily participate in, view photos and videos of others projects and document their own project with no additional steps.  

Program Outcome 

Doing Nation runs from April 12 through May 24 with the goal of $25,000 being donated to each of the four nonprofits.  In 2011, Home Depot Foundation committed to donating $30 million over the next three years to organizations helping improve homes of economically disadvantaged veterans.  Let’s help them reach their goals and begin our outdoor project for a good cause, visit apps.facebook.com/doingnation and pick as many projects as you want to complete. 

Your CM Aficionados,
Amy and Kassie

Company:Walmart
Cause: Hunger
NPO Partners: Feeding America food banks & Action for Healthy Kids  
Website: www.facebook.com/Walmart 

Program of Action 

Walmart and four of the nation’s top food brands, ConAgra, General Mills, Kraft and Kellogg’s, team up to launch the hunger relief campaign, Fighting Hunger Together. Along with nonprofits, Feeding America and Action for Healthy Kids, the campaign brings 42 million meals to Americans in need this spring. Customers who visit Walmart stores and purchase participating products from the suppliers listed above generate meals for families struggling with hunger. On-package labels advise customers to enter product codes online, share a hashtag on Twitter or scan a QR code.

In addition, customers can visit Walmart’s Facebook page to vote for one of the 200 communities affected with unemployment. The community with the most votes will receive $1 million with the remaining 20 runner-up communities receiving $50,000 each towards hunger relief. Customers can vote for as many of the 200 communities once every 24 hours.

Best Practices 

Walmart arranged a giant effort to bring corporate alliances together and raise funds around a single cause through their suppliers and celebrities. This approach amplifies the campaign by receiving more press and engagement from customers and fans. In addition, all partnerships participating in Fighting Hunger Together align with the cause and mission of helping hunger relief in America.

Walmart and the Walmart Foundation show their commitment in making an impact by making a historic pledge to provide $2 billion by 2015 to food banks and hunger relief organizations. The pledge allows Walmart to gain customer loyalty as well as include associates to participate and help support one of Walmart Foundations community initiatives.

Fighting Hunger Together Facebook app provides transparency of all information customers and visitors like to know. The app offers a calendar tracker, community leaderboard, facts, campaign instructions, and much more to engage fans to vote. In addition, the app provides easy access to share activity and extend the campaign with others. According to research, 7 billion pieces of content are shared weekly on Facebook.

On the other hand, the amount of activity and moving pieces in the campaign can make it hard to follow. Better clarifications on how participating brands are helping and where QR and product codes are entered can be clearer to customers and visitors on the Facebook app.

Program Outcome

 Fighting Hunger Together ends on April 30, giving customers a month to vote and purchase participating products at Walmart stores.  In 2011, Walmart provided nearly 197 million meals to communities across the United States. Let’s help give 42 million more meals to Americans in need and $2 million to communities struggling with hunger this spring.  We encourage customers to visit your nearby Walmart stores and purchase participating products and don’t forget to vote online for your community at Walmart’s Facebook page.

Your CM Aficionados,
Amy and Kassie

Company:Nissan 
Cause: Housing
NPO Partners: Habitat for Humanity 
Website: www.facebook.com/Nissan 

Program of Action 

Nissan and Habitat for Humanity are taking action to help raise funds and build homes for families in need through their newest campaign, Habitat for Humanity Charity Game.  To play the game, fans and consumers can visit Nissan’s Facebook page and type a specific action, such as clean a window, for virtual builders to follow.  For each task or word submitted, players will receive points that they can redeem for a personalized video from a Nissan volunteer pounding a nail at a building site in their behalf. 

Fans and players who participate in the Habitat for Humanity Charity Game will also be directed to the Habitat for Humanity website, where they can donate, register as a volunteer, or take action in their own community.  Nissan and Habitat for Humanity have been partners since 2006 and continue to raise awareness and promote green building in local communities.

Best Practices 

Just when you think you have seen all the projects that can be featured on Facebook, something new appears. The new app Nissan has launched is a clever way of opening a door to a whole new type of engagement without consumers having to “like,” sign up, or log in to participate in the game.  The interactive video and gaming aspect is truly designed to raise awareness and bring attention to Nissan and Habitat for Humanity’s partnership. 

Nissan proudly displays the loyalty and dedication they have towards Habitat for Humanity.  Nissan has stayed true to supporting sustainability, green building efforts and awareness by providing more than $7.5 million in grants and donations and donating 104 Nissan vehicles. In addition, 5,000 Nissan employees have also volunteered over the last six years.  The partnership and campaign also tie-in with Nissan’s philanthropic efforts and one of their community-focused initiatives, supporting environmental causes.

Also, Nissan provides personal incentives to players who are within the top 100 scorers.  The player can see a personalized video showing a physical contribution made from a Nissan volunteer on his or her behalf and receive a Nissan T-shirt.  Rewarding winners with personal messages allows Nissan to connect emotionally with their consumers and achieve their long-term commitment to supporting the cause.

On the other hand, we would like to see Nissan mention within the game a call to action concerning the cause and partnership. The company could also further incentivize fans by promising a donation amount if they reach a certain amount of points. 

Program Outcome 

As stated above, Nissan has contributed more than $7.5 million to Habitat for Humanity and is continually raising funds.  So far, 24,040 tasks have been completed by Nissan’s virtual volunteers.  Join in on the charity game and begin submitting tasks to help support green building and families in need of a home. 

Your CM Aficionados,
Amy and Kassie

Company:Levi's 
Cause: Environment
NPO Partners: Water.org 
Website: www.levis.com/waterless

Program of Action

This past World Water Day, Levi’s and Water.org teamed up for the second consecutive year to launch a new interactive challenge for fans and consumers called “Go Water<Less.” The Go Water<Less campaign challenges people to experience what life is like for the billion people without clean drinking water across the globe. For every person who accepts a challenge and gains 10 points on www.levi.com/waterless, one person will receive clean water for life. 

Levi Strauss creates multiple ways to reduce water consumption through their products. For example, Levi’s Water<Less jeans reduce 96% use of water in the finishing process of making the jeans. They are continuing to raise awareness by encouraging others to bring clean drinking water to people around the world.

Company:Toyota 
Cause: Multiple
NPO Partners: Selected Nonprofits 
Website: www.100carsforgood.com 

Program of Action 

Toyota USA launches the second run of its widely successful philanthropic program, 100 Cars for Good, in which the company awards 100 vehicles to 100 U.S. nonprofits over the course of 100 days. Each day, five organizations will be posted on Toyota’s Facebook page, inviting the public to vote and determine the winning nonprofit organization. The daily winner will be awarded with one of six Toyota models with the four runners-up receiving a $1,000 grant.

Eligible 501(c)(3) organizations can apply at www.100carsforgood.com. Five hundred applicants will be selected and certified. After finalists are chosen, each finalist will be posted on the campaign site for consideration among the public.

Best Practices

There are two reasons why we support 100 Cars for Good:

1. Engages all: nonprofit organizations and the public

2. Defines and reports success

Instead of partnering with one organization, Toyota allows multiple nonprofits the chance to participate in 100 Cars for Good. Toyota doesn’t pick the best nonprofit that matches company brand, culture, or focused causes, but allows all nonprofits to enter the program, mention why they would benefit and how the new vehicle will be used.  In addition, they incentivize the public by giving them the power to choose the winners.

Secondly, Toyota keeps the public and voters in the loop throughout the campaign. On Toyota’s Facebook page, each winner will be announced the day after the public votes. Fans can appreciate the transparency throughout the run of the campaign, but also after it ends. Toyota shows the public how the winning organizations received the vehicle and how they are benefitting from it.

Program Outcome 

Until March 26, eligible nonprofit organizations can apply to be a finalist. From May 14 to August 21, organizations will be posted on Toyota’s Facebook page and voters can start picking their favorites. We encourage you to help support your favorite nonprofit and make sure they’ve applied on www.100carsforgood.com for the chance to win a brand new vehicle from Toyota. Don’t forget to mark your calendars – voting begins May 14!

Your CM Aficionados,
Amy and Kassie

Company:ConAgra Foods 
Cause: Youth and Hunger  
NPO Partners: Feeding America  
Website: www.childhungerendshere.com

Program of Action 

ConAgra Foods continues their support of ending childhood hunger in America by launching their nationally-recognized campaign, Child Hunger Ends Here, for the third consecutive year. Consumers who purchase a participating brand (i.e. Chef Boyardee, Healthy Choice, Snack Pack, Peter Pan, etc.) and enter the eight-digit code located on the back of the specially-marked packages at the campaign site, ConAgra will donate the equivalent of one meal to Feeding America.

Consumers will also be able to enter their local Feeding America food bank into a competition (determined by their zip code) to receive an 80,000 meal donation. Altogether this compliments ConAgra Foods five-year $10 million pledge to Feeding America, one of the largest donations ever made to fighting child hunger.

Best Practices 

Child Hunger Ends Here targets an audience that makes sense to their consumer goods based brand. ConAgra Foods takes advantage of prime advertising space by posting its message on food packages that grocery shoppers and parents pick up every day. In addition, the company emotionally connects with consumers and consistently engages them to act on supporting their cause every year. Pledging a donation amount and continuing the campaign for a third year shows parents and shoppers that ConAgra is loyal and determined to help feed kids in need.

Secondly, ConAgra Foods measures the campaign’s success and displays transparency with consumers and fans about their determined end goal. The campaign reports past years’ successes and educates the audience along the way with how many meals have been donated in total and/or in the consumer’s state. ConAgra Foods also keeps consumers in the know of how its partnership with Feeding America works. The partnership’s accomplishments are listed on the site along with quotes, statistics and data that support why the collaboration makes sense.

Lastly, childhungerendshere.com is a commendable cause marketing website that engages individuals to post stories and raise awareness into one place. From music artists to the ConAgra Foods CEO to parents, all are helping to communicate why others should help fight food insecurity among children.

To improve the odds of reaching their target audience, ConAgra might consider placing its campaign message and the accompanying eight-digit codes on the front of the brand packages rather than the back. This approach can increase sales and grab the attention of a wider audience.

Program Outcome 

ConAgra Foods and Feeding America’s partnership was established in 1993. More than $36 million and 275 million pounds of food have been donated to the hunger-relief organization by ConAgra Foods. This year, they aim to donate 5 million meals by August 2012. We encourage you to search for ConAgra Foods brands on the next round of grocery shopping and help end child hunger.

Your CM Aficionados,
Amy and Kassie