Category Archives: Vision

One Key Practice of Today’s Leading Cause Marketers

Feature Image 5 Midway through last week’s Cause Marketing Forum (CMF), during Katrina McGhee’s great talk on personal branding, I noted that a significant number of the CMF presenters—representing both causes and companies—were explicitly emphasizing one key practice. These cause marketing leaders focus on their strengths. They understand their organizational strengths and partner with others to mitigate their organizational weaknesses. In contrast to the trends earlier this decade when it started to feel like major cause marketers were shifting to owning self-made cause platforms over building partnership portfolios, this strengths-based approach is facilitating significant creativity and impact.

Instead of adopting a certain trend in structure or activation, today’s cause marketing leaders are focusing on what will work for them. For some, that is creating an owned national platform with local and agency partners providing support. For others, it is forging one or more partnerships of complementary opposites who each bring what the other needs. Through collaboration, they are then able to achieve the business and social impact results that they could not have achieved on their own.

Four Examples from Cause Marketing Forum 2016:

A few examples (of many, many more) that I found particularly instructive from last week’s event:

Youth1) Aria Finger, CEO of DoSomething.org, highlighted how they use their deep understanding of what makes young people tick to ensure that their partnerships are meaningful (and hip).

  1. 2) Ido Leffler, Co-Founder and CEO of Yoobi, spoke of Yoobi’s core competencies (product, design, and creativity) and their need to find retail and cause partners to bring their vision for business and social impact to life, saying “We do what we do best and we partner with others to do the rest.”

Uber

3) Michael Meyer, Vice President of Donated Goods Retail and Marketing at Goodwill Industries International, spoke about how the organization is using its brand strength and retail footprint to provide value for partners, in return for the new audiences and distribution channels that partners like Uber and The Container Store provide.

4) 2016 Halo Award Best Digital Campaign Gold Winners Samsung and Autism Speaks Canada provided countless examples including the profound use of Samsung’s technological strength along with Autism Speaks Canada’s expertise and credibility in serving families living with autism. Together, they created and promoted an app that uses the rear-facing camera on a mobile device to help children with autism practice working on eye contact.

Whether we are designing a platform, portfolio, or single partnership, we must first get real about the strength of the currencies, competencies and capabilities that we have in the context of what we want to accomplish. Then, we need to fill the gaps through custom alliances that both expand on others’ strengths and fill a gap for them.

Thanks and kudos to each of the phenomenal cause marketers who presented and won awards at last week’s event.

Diversity in Fundraising: Making a Long-Term Commitment

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Growing up in Kentucky during segregation, Jimmie Alford attended an all-white school, and didn’t experience racial diversity until the age of nine when his parents moved to Chicago. The move, due to the closing of coal mines, placed Jimmie’s family in a small apartment in the Englewood community. Jimmie was one of three white students in his third grade class of 40 students.

Along with his classmates, he understood economic diversity and its impact on themselves, their families and their community while living in extreme poverty within a predominantly affluent nation. He also directly and personally saw and felt the impact of discrimination. He decided at a young age that the injustice of discrimination was something he would never allow to penetrate his life and that he would work his entire life to eradicate discrimination in all forms. Like many who grow up marginalized in one way or another, Jimmie vowed to lift himself out of his circumstances, make a better life and never forget the important life lessons learned along the way. His commitment to this goal was unwavering and steadfast.

Diversity

Diversity is one of seven core values of The Alford Group, and one of Jimmie’s enduring “fingerprints” on the consulting firm he founded in 1979. One manifestation of this commitment is our 20+-year sponsorship of the Diversity Workshop and Diversity Art Showcase at the annual AFP International Conference. While our dedication to diversity and inclusiveness has remained resolute over the decades, the demographics of America – and thus the universe of donors and prospective donors – have changed dramatically. Lessons learned from diverse communities, and the shared values of diversity, equity and inclusiveness (DEI), are more relevant and more essential today than ever before. Continue reading

The Economy in a Stall

Two weeks ago everything seemed bright on the economic horizon with the stock market moving well and unemployment numbers from April looking better and better all the time.  What a difference a fortnight makes.

The news this past week from Wednesday on was not cheerful, and was not bright.  Only 58,000 jobs were created over the month of May, well short of the number required to have impact on the unemployment rate.  It would take gains of 350,000 per month to truly impact the numbers and lower the unemployment rate, which rose to 9.1% nationally due to more people entering the work force and actively looking for work.  There are 7 million fewer people working in our country now, than 2006.  That is a sobering thought.

No wonder there is such a lull in economic activity and no wonder there is such caution in spending on the part of those who are working.

In 1992 I took a position with the Sisters of Providence Health System in Springfield, MA and the unemployment rate in Massachusetts at the time was 11%.  As we planned our fund raising activities, board members (and others) questioned our strategies; I repeatedly mentioned that we were going to focus on the 89% of the people who were working.  During my three years there we increased the number of donors from 600 annually to more than 3,500 annually.

Even now throughout our country, more than 90% of the people are working and being very productive.  They are not spending and they are concerned that they may be laid-off or lose their jobs.  Debt is being reduced (short term debt continues to shrink) and savings is increasing.  Thus the savings rate in America is at an all time high having exceeded the 5% level for 10 consecutive quarters.  Currently there is $2.7 trillion (yes…trillion) in money funds in America earning less than .3% annually.  This does not count savings accounts, checking accounts or short term certificates of deposit (less than 6 months).  There is a tremendous amount of money still sitting on the side lines as people are cautious with their spending.  At the current savings rate, the economy will make a fundamental shift at some time – there will come a moment when we shift from being a nation of consumers to a nation of investors.  But when is the question.

So in this lull, what should you do to support your organization?

  • Stay focused on the needs in the community that your organization is serving
  • Continue to ask for gifts that will change people’s lives
  • Be bold and confident
  • Have a vision for the next 3 to 5 years
  • Demonstrate results and success
  • Seek community endorsements for the good work you are doing
  • Stay close to your donors keeping them informed in a variety of ways
  • And continue to seek philanthropic support – last week 3 donors gave our clients significant 7 figure gifts!

These are difficult times still, but over time the difficulties will pass.  They always have, and they always will.

All the best,

Tom