Company: L.L. Bean
Cause: Environment
Partner: National Park Foundation 
Website: www.100.llbean.com/million-moment-mission

Program of Action 

To celebrate L.L. Bean’s 100 years of exploring outdoors they are partnering with National Park Foundation for their Million Moment Mission campaign.  The new campaign aims for individuals to share stories, pictures, ideas, or memories of outdoor experiences online or via an outdoor event in 2012.  For each photo, story, tweet, or “like,” L.L. Bean is donating $1, up to $1 million, to support National Park Foundation’s programs for kids.  L.L. Bean’s goal is to encourage family outdoor recreation and increase the number of children visiting national parks.  

Best Practices 

Million Moment Mission matches L.L Bean’s image and targets their demographic of outdoors enthusiasts.  In addition to the campaign matching the L.L. Bean brand, we cannot emphasize enough how important a partnership between a company and a nonprofit organization must make sense.  With L.L. Bean selling outdoor equipment, gear, clothing, and shoes, they not only display their appreciation for outdoor activities, but support parks, mountains, rivers, and forest preservations just as National Park Foundation does.

L.L. Bean also commits to campaign Million Moment Mission for an entire year.  Although, it is often challenging to keep momentum for a long period of time, L.L. Bean is engaging consumers with outdoor events, including: festivals, giveaways, tours, and outdoor discovery schools.  Focusing on a cause marketing campaign for a year allows potential consumers to become aware of the campaign and understand what their contribution means.  Consumers can also spread word about the campaign and help the Million Moment Mission to reach a wider audience.

Lastly, free giving is not uncommon, but is a great incentive for consumers.  For example, many companies encourage consumers to “like” a Facebook page and the company will donate a certain amount.  However, L.L. Bean goes beyond and asks for consumers to share a memorable outdoor experience, something consumers are glad to remember and look back on while supporting an organization that strives to offer other individuals similar outdoor experiences.  In addition, consumers can give back as much as they want at no personal monetary cost.

Program Outcome 

L.L.Bean aims to donate $1 million this year. Since the campaign began last week, the company has not posted the donation amount.  Consumers have time to donate, but with free giving in place, we encourage all individuals to tweet and share stories every day.  Visit the Million Moment Mission site, Twitter or Facebook page, to celebrate L. L. Bean’s 100^th anniversary and help support outdoor recreation and national parks.  

Your CM Aficionados,
Amy and Kassie

Company: Heinz Ketchup
Cause: Human Services 
Partner: Wounded Warrior Project & United States Organization  
Website: www.heinzketchup.com/ourturntoserve

Program of Action 

Heinz Ketchup launches Our Turn To Serve campaign benefitting Wounded Warrior Project and the United Service Organization (USO) to show appreciation to our American veterans.  Heinz Ketchup asks diners to give thanks and scan a quick response (QR) code on the back of a 20-ounce bottle with a smart phone to send a personalized thank you to USO veterans.  For each “thank you” sent and “like” on Facebook, Heinz will donate 57 cents, up to $200,000 in support of Wounded Warrior Project. 

Each custom “thank you” with a personal message of appreciation created through the campaign will be sent to a USO veteran or an active military member.  This is the first year Heinz Ketchup is launching the campaign and the company encourages Americans to pour on their appreciation for those who have served our country. 

Best Practices 

There are two main reasons why we are fans of Our Turn To Serve. First, Heinz Ketchup grabbed our attention and others’ by placing specially designed packaging on restaurant tables and grocery stores.  While dining or grocery shopping, consumers’ attentions are caught by signs that display “Our Turn To Serve” or “Thank You Veterans,” which intrigue diners and others to discover more information about the campaign.  Heinz Ketchup uses their product strategically by displaying a strong message in places Americans actively go on a daily basis.  In addition, the message of the campaign leads with emotion as Americans feels prideful about the men and women who have served and are serving our country.

Secondly, QR codes are becoming more popular with the rise of smart phones (iPhones, Androids, Blackberries, etc.).  According to research, 14 million Americans scanned a QR code in July 2011 and 53% of users are between the ages of 18 and 34.  Heinz Ketchup uses the rising trend efficiently and at a great time to drive awareness, excitement and quick participation from diners and consumers who are of all ages and carry their phones almost everywhere they go. 

Furthermore, the campaign site allows others to learn more about how they can get involved in their local communities, make their own donations, and customize a post card that is more meaningful to American veterans and military members. 

Program Outcome 

According to Heinz Ketchup’s Facebook page, the company has passed their initial goal amount of $200,000.  However, consumers can still scan QR codes and send digital postcards to American veterans in an effort to support Wounded Warrior Project.  We are excited to hear the outcome of Our Turn To Serve and encourage you to visit www.heinzketchup.com/ourturntoserve and send your appreciation to a troop! 

Your CM Aficionados,
Amy and Kassie

Yesterday marked Haiti’s two year remembrance of the 7.0 magnitude earthquake that severely damaged the region.  An estimated 3 million people were affected by the quake with 316,000 deaths, totaling the cost of the disaster between 8 million and 14 million. 

Haitian people still struggle to get back on their feet with most living in camps, women fear sexual violence, children remain out of school, and the country still battles the cholera epidemic that killed 7,000 people since November 2010.  But yesterday, Haitians and others gathered together to remember the catastrophic quake by attending church, lighting candles, posting updated news, and even took to Twitter to motivate individuals to remember and donate. 

As of today, 12 billion has been donated to Haiti from multiple organizations.  With American Red Cross, Oxfam, Save the Children, Clinton Bush Foundation, and many more supporting the recovery of Haiti, the region hopes for repairing infrastructure, treating diseases, and providing clean water. 

You can take action by visiting YourCause.com and donating to organizations supporting Haiti’s road to recovery.

-Kassie Hernandez 

Company: Campbell's
Cause: Education
Partner: Multiple K-12 Schools  
Website: www.labelsforeducation.com 

Program of Action

Campbell’s supports multiple K-12 schools, public libraries, care centers, and more by awarding free educational equipment through their Labels for Education campaign.  For more than 38 years, students, families, and members who provide proof of purchase from the Campbell’s family of brands including BIC, V8, GLAD, Emerald, and Dannon, will help their local schools receive free merchandise.  Below are the three simple steps members can participate:

1. Clip UPC codes (product barcodes) and beverage caps from Campbell brands

2. Give the codes and/or beverage caps to your child’s school coordinator

3. Earn points that can be redeemed for needed equipment  

Best Practices 

Labels for Education offers a points catalog that list the total amount of points for education equipment, such as footballs, paints, recorders, books, and much more to promote and share with students, members, and families.  This approach demonstrates a different spin to providing product donations rather than cash.  In addition, the catalog can be used as an incentive for students to view what they can possibly receive from Campbell’s and motivate them to earn more points.

School coordinators can customize a page for their local school to communicate and keep students and visitors informed on goals, current total amount of points, and share printable materials.  Creating a customizable page can engage younger students to join by relating to their personalized school page and be proud to view how they are helping their school receive new resources.  

The site also provides tool kits, guides, tips and instructions in two separate cultures, English and Spanish.  This is an exemplary approach that promotes cross-cultural marketing and gains attention from different members to participate. 

Though Labels for Education has multiple fun and smart approaches to the campaign, perhaps they can add competition to make it even more enjoyable for students.  According to JWT Social Good, game-based schemes offer an inventive way to drive donations and improve long-term commitment to a cause.  Campbell’s can designate a section where school coordinators and students can compare points with other schools in their district.  

Program Outcome 

To date, Labels for Education has benefitted 42 million students and have provided more than $114 million in merchandise to schools across the nation.  Members and families can continue earning points for the campaign since spring semester just begun for the 2011-2012 school year.  If you would like to see whether your school is registered, visit www.labelsforeducation.com and begin purchasing Campbell's products to help your local schools receive free equipment.

Your CM Aficionados,

Do people donate because they want to feel good or do good?

I’d say both. A donation to a nonprofit gives individuals a warm glow and insinuates a positive result will come from investing in their cause. Though, to fulfill the ‘do good’ part, donors should be aware smart giving choices will have more of an impact.

But how do you know if you’re investing smart?

Nonprofit watchdogs are a start, but they are primarily unheard of among general donors. An article from Stanford Social Innovation Review, ‘Giving Blind,’ inspired me to write about charity watchdogs and provide donors the resources that I never knew about myself before I worked in the industry.

These organizations evaluate nonprofits and rate them accordingly from their assessment criteria. Investing smart is not as easy as a ‘click of a button,’ but neither is solving the world’s issues. If you invest smart, you’re one step closer to being a part of the solution for whatever cause you support.

Either way, know that you have an option and information is at your fingertips.

See below a list of charity watchdogs and their list of recommended nonprofits:

American Institute of Philanthropy’s Top-Rated Charities

Charity Navigator’s Top Ten Lists

Guidestar’s ‘Take Action’ List

BBB Wise Giving Alliance Accredited Charities

Independent Charities of America’s Members List

Happy giving,

Amy Chait

Company: GLAD
Cause: Environment
Partner: Association for Advancement of Sustainability in Higher Education & Keep America Beautiful  
Website: www.glad.com/waste-less/one-bag

Program of Action

GLAD teams up with Association for Advancement of Sustainability in Higher Education (AASHE) and Keep America Beautiful to launch their One Bag campaign, which targets college-aged consumers to dispose only “one bag” of waste to landfill and divert the rest to recycling or compost.  By aiming at college campuses and football programs, the One Bag movement motivates tailgates, teams, students and schools to download a free resource kit and host their own event that’s mindful of recycling and sustainability.  In addition, GLAD will provide ten $2,000 grants to help a stadium, sports league or team reduce their landfill waste and increase recycling. 

The average football game produces 50 to 100 tons of waste.  Therefore, One Bag campaign will grant winners with funding, products, and counsel from sustainability experts.  Also, GLAD and Keeping America Beautiful will expand their 27-year partnership to support the organizations recycling efforts on more than 150 college campuses.

Best Practices 

GLAD directs One Bag campaign toward colleges and students as their audience.  According to research, Millennials, who represent 40% of college students, are driving recycling efforts and encouraging college and university presidents to embrace environmental strategies on campus.  GLAD does well in recognizing Millennials (86%) take into consideration the opportunities they are given as to learn more about companies environmental issues (2010, Cone Cause Evolution Study).

GLAD also engages students through the sport of football which gathers a wide range of audience together and provides them with an opportunity to begin recycling and reduce waste on campus grounds.  GLAD provides toolkits to help with planning an event (tailgates, parties, BBQ’s, etc.) to host an event that minimizes the amount of garbage at the gathering.  In addition, the toolkits offer game-based methods such as adding challenges and organizing teams to add fun and competition for everyone involved.  

GLAD is a popular brand that markets themselves well, however, we would like to see more promotion around the campaign.  AASHE does mention the campaign through their website, which states their 97% diversion rate and lists each of their university members for students to learn more.  But perhaps GLAD can also provide a way for students to share through social media sites and offer a transparent way for schools to join the One Bag movement.

Program Outcome 

So far, GLAD has not reported the amount of colleges who have registered for the One Bag movement.  However, time is not an issue.  Individuals have till January 31st to enter and help move more college programs towards less waste.  We encourage you to visit www.glad.com/waste-less/one-bag and learn how you can waste less every day.  

Your CM Aficionados,

Amy and Kassie

Check out our latest infographic supporting the Top 5 lists of where and why people donated their time and money during 2010 and 2011, which also correlates with our latest CSRinsights. 

Happy New Year,
The YourCause Team

We thought we’d do something different for our end-of-year CSRinsights by highlighting where and why people donate their time and money. By using 2010/2011 data, we focused on the top five most influential stats we could find that influence the future direction of CSR and how online technology supports market demands.  

Top 5 Reasons that motivated individuals to fundraise:

• 69% Felt a personal connection to the cause
• 50% A friend or family member asked me to participate
• 37% Physical challenge
• 35% To benefit the local community
• 32% Wanted to be part of a company or other group team

As online fundraising shifts to become the preferred method for donors, companies  should keep in mind the top factors that motivate individuals to fundraise in the first place.  People are primarily motivated to fundraise based upon a personal connection to a cause or requests received from their network. For a successful fundraising event, use communication tools that allow for employees  to send invite requests and express their stories , which will motivate others. In addition, expand your giving programs to be year-round, so that there’s always an opportunity to fundraise due to a personal connection or special event.

 Source: Blackbaud, 2011 “Peer-to-Peer Event Fundraising Consumer Survey"

Top 5 Categories individuals volunteered for:

• 35% Religious 
• 27% Educational 
• 14% Social Services 
• 8% Hospital 
• 7% Other 

Religion is typically not a company-sponsored cause. However,  the category ranks as the number one place where people volunteer.  Companies could support employees religious causes by providing tools to track their efforts outside of the workplace. Moreover, the top categories where people volunteer are great for assessing the type of opportunities promoted to employees. Religious is a risky affiliation, though there are a strong interests in educational, social service and hospital opportunities that could draw interests from employees as well.

Source: Volunteering in America www.volunteeringinamerica.gov

Top 5 Largest charities by private support ($billion): 

• 3.9 United Way 
• 1.81 Salvation Army  
• 1.15 Feeding America 
• 1.08 American National Red Cross   
• 1.04 Food for the Poor 

These top five largest U.S. charities are based on the amount of private gifts received, demonstrating donor preferences.  Each one of these charities has collected an ample amount of charitable contributions this year and continue to stay as leaders within the nonprofit space.  To exemplify, United Way has a colossal amount of  partnerships including Wal-Mart, Exxon, General Electric, etc.  In addition, Salvation Army  and Feeding America have collaborated with multiple corporations for cause marketing campaigns gaining countless amount of new audiences. 

Source: Forbes, 2011 ‘The 200 Largest U.S. Charities'

Top 5 Issues consumers want companies to address:

• 34% Economic Development 
• 21% Environment 
• 12% Human Rights 
• 11% Poverty & Hunger   
• 9% Education 

Economic development is the number one issue consumers want companies to address. However, consumer staples and discretionary industries average 8-9% fund allocation in this area, according to CECP Giving In Numbers 2011. These industries are the most prominent in the public eye and depend heavily on the economic cycle, in which they could benefit from a brand reputation and consumer loyalty standpoint by listening to consumer expectations.

 Source: 2011 Cone/Echo Global CR Opportunity Study

Top 5 Reasons for expanding charitable programs:

• 96.9% Increases employee participation
• 71.9% Demonstrates a responsiveness to employee desires
• 65.6% Improves employee morale
• 56.3% Increases awareness of the company in the community
• 50% Increases campaign donations

Research reveals there are many reasons to expand charitable programs, including the fact that it increases employee participation and demonstrates a responsiveness to employee desires.   We know that employee participation makes for happier, more productive employees and therefore, a better business.  In addition, when you expand charitable programs, employees believe you’ve listened to one of their many requests.   Choice is key for employees if companies want to demonstrate responsiveness to employee desires.

Source: LBG Research Institute, 2011 “Workplace Giving Works! Make It Work for You"

Top 5 Internet users by language:

• 26.8% English
• 24.2% Chinese
• 7.8% Spanish 
• 4.7%  Japanese   
• 3.9% Portugese

Many CSR programs continue to expand globally and multilingual solutions have become a prevalent need.  In parallel, web users grow around the world with a surge of available languages on the web.  The once dominated  internet language, English, is expected to decrease.  Therefore, online solutions should cover the basis of the languages most used in the internet in order to cater to the most active international markets on the web. 

Source: Internet World Stats

Top 5 Most popular web browsers:

• 38.1% Firefox
• 33.4% Chrome
• 21.2% Internet Explorer 
• 4.2% Safari
• 2.4% Opera 

As of today, Technology is a necessity in a company and for the CSR market it is becoming an essential part to expanding charitable and volunteer programs.  Third party providers need to upkeep functionality and design to ascertain codes match for user preferences.  The above web browsers aim to provide a better browsing experience and give people greater access to the web, and in this case Firefox leads. 

Source: www.w3schools.com

Company: AT&T
Cause: Leisure
Partner: Special Olympics 
Website: www.att.com/specialolympics 

Program of Action

AT&T and Special Olympics continue their campaign in supporting athletes across the country this holiday season.  AT&T will make a $60 donation to Special Olympics for each select product or service a consumer buys on the AT&T Special Olympics site (includes wireless, high-speed internet and U-verse TV).  Each donation helps Special Olympics continue their mission of providing year-round sports training and competition to individuals with intellectual disabilities.  AT&T originally announced the campaign earlier this year and, in an effort to spread the holiday spirit, decided to increase the initial donation amount by $20 to help support Special Olympics mission.  

Best Practices 

Here are two main reasons why we’re a fan of this campaign:

1. AT&T goes beyond online engagement by allowing consumers to make small text donations through their mobile phones

2. AT&T Special Olympics initiates AT&T’s support to assistive technology

First, AT&T Special Olympics platform offers different ways for consumers to donate such as through your mobile phone.  During the holidays, for every shopper who purchases a holiday ringtone or ringback, AT&T will donate $2.79.  In addition, consumers can participate through AT&T’s text-to-donate program and make a one-time donation of $5 to Special Olympics. 

Secondly, the meaning of the campaign presents AT&T’s initiative to take into consideration the needs of all customers when designing products.  AT&T not only supports Special Olympics but also provides technology that can make a difference in the lives of people with disabilities, such as wireless services that are included in the products AT&T will donate if purchased. 

On the other hand, the AT&T Special Olympics campaign secludes the audience on the amount that has been donated so far.  Perhaps AT&T can keep shoppers in the know and reveal the charitable amount and/or goal they wish to reach.  

Program Outcome 

Though AT&T does not list the total amount of donations, we enjoy simple campaigns that drive high engagement.  Shoppers have till January 7^th to support Special Olympics and we encourage you to visit www.att.com/specialolympics to donate and educate yourself on the determination and courage individuals with disabilities possess.

Your CM Aficionados,

Amy and Kassie

Company: Macy's
Cause: Youth
Partners: Make-A-Wish Foundation 
Website: www.macys.com/believe

Program of Action

For the fourth year in a row, Macy’s teams up with Make-A-Wish Foundation to launch their Believe holiday campaign.  Young and old shoppers alike are encouraged to write a letter to Santa (stamped and addressed to Santa at the North Pole) and drop them off at Believe Stations in the official R.H. Macy Santa Mail letterboxes located throughout Macy’s stores.  For each letter stamped, addressed and received by Santa, Macy’s donates $1 (up to $1 million) to the Make-A-Wish Foundation, which helps grant wishes of terminally ill children.

Best Practices

The inspiration to Macy’s unique theme “a million reasons to believe” is a historical story that matches the values of Make-A-Wish Foundation.  The campaign is inspired by a letter sent to the editor of the New York Sun in 1897 asking if Santa was real.  The theme of sending a letter emphasizes the importance of believing in something, which correlates with Make-A-Wish Foundation’s mission to provide hope for children who only want their wishes to come true. 

Macy’s Believe campaign site engages consumers online and off by asking shoppers to create a letter with resources provided such as letter templates, background themes, font colors, etc. Once decorated, they can send their letters to the North Pole through letterboxes located at Macy’s stores.   In addition to engaging consumers in a creative way, these attributes also bring an imaginative approach to the campaign for children and shoppers to actually send a letter to Santa.

This year, Macy’s took a leap and not only engaged shoppers online but developed a mobile application for the holiday campaign called Believe-o-Magic.  As research states, people are spending more time on their mobile phones than ever before and global app downloads are expected to be at 29 million this year compared to the 9 million in 2010.  The app allows consumers to take part in the campaign at any place, as well as, take photos from the Macy’s in-store frame and share via email or social media sites. 

Though the values and mission of Make-A-Wish Foundation match the campaigns theme, perhaps next year Macy’s can integrate wish stories from the organization.  Adding wish stories from children can benefit Macys Believe campaign and grab consumer’s attention through a deeper emotional aspect.  

Program Outcome 

Macy’s Believe holiday campaign ends on the night of December 24 and has so far received 965,928 letters.  Shoppers have a few days left to reach Macy’s goal of 1 million.  We encourage you to visit www.macys.com/believe and join in the spirit of Believe and make children wishes come true!

Your CM Aficionados,

Amy and Kassie