Do You Stand For Something
This is not a question. It's a fairly new blog from Cone, Inc. focused on cause-marketing … or what they call cause branding.
Either way, if you're thinking about associating your nonprofit or cause with a corporate partner (or vice versa), there's no better source of advice and insight than Cone. This blog opens the door to their 25+ years of experience in the field.
Founder Carol Cone, a social justice-inspired child of the 60's, started Cone in 1980. Her first cause branding project linked then-unknown Rockport footwear to the “cause” of walking for fitness and health. Rockport became The Walking Shoe Company. Since then, Cone has bonded dozens of corporations and causes in deeply authentic ways … from Reebok and human rights to Avon and breast cancer.
From a nonprofit's perspective, learning how to leverage the reach and visibility of socially-responsible businesses with integrity and impact, whether in a local community or globally, must be part of today's marketing equation.
Doyoustandforsomething.com provides an excellent resource for both novices and seasoned nonprofit marketers.
Check it out.
Roger & Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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