Company: DC Entertainment, Warner Bros & Time Warner 
Cause: Humanitarian and Health 
Partner: Save the Children, Mercy Corps & International Rescue Committee  
Website: www.joinwecanbeheroes.org

Program of Action 

DC Entertainment, along with support from Warner Bros Entertainment and Time Warner businesses, has dispatched its superheroes to fight hunger in the Horn of Africa as part of their We Can Be Heroes cause marketing campaign. The campaign supports three nonprofit organizations: Save the Children, Mercy Corps, and International Rescue Committee.  DC Entertainment says it will match donations to the three nonprofits 100%. In addition, if you purchase a We Can Be Heroes product, 50% of the purchase price goes to helping save lives.  

We Can Be Heroes originated from a DC Entertainment comic book distributed in 1986 entitled, ‘Heroes Against Hunger,’ which benefitted the Ethiopian famine relief (“The Beat,” 2012).  Warner Bros. and DC Entertainment reprised the hunger relief commitment by raising awareness through the superhero platform and Justice League created through DC Entertainments comic books.  Individuals who contribute donations will join the Justice League as a hero, along with Wonder Woman, Superman, Batman, and many other legendary heroes who have tackled humanitarian crises. 

Best Practices 

DC Entertainment was relevant with the purpose of the campaign through the title, “We Can Be Heroes,” tag lines, “This is your time to be a hero” and a video that attracts the user with music, statistics and personal accounts.  In addition, the imagery on the site consistently reflects and addresses the issues occurring in the Horn of Africa and connects emotionally with consumers by asking them to become heroes, a call that young and old want to answer.

Before consumers donate, DC Entertainment lists what each donation amount can provide for individuals and children struggling.  By doing so, We Can Be Heroes educates their consumers on what their dollar amount can do and defines what the success will look like. 

Last but certainly not least, the authenticity and transparency of the overall campaign works.  The connections between comic books, superheroes, and saving lives mesh well and inform consumers exactly how this campaign and its partners work together.  Furthermore, the partnership with Warner Bros provides merchandise and products that incentivize children, superhero fans, or comic book aficionados to do good while purchasing a limited edition prize.

Program Outcome    

We Can Be Heroes is matching every donation, up to 1 million, this year.  Donations of any amount will be accepted and/or in the amounts of $10, $25, $50, or $100—those donations will be powered through our friends at Network for Good.  Help the people of Horn of Africa and begin saving lives by visiting We Can Be Heroes site and donating.  As the Justice League would say “One small act can make you a hero.” 

Your CM Aficionados,
Amy and Kassie

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