Show-Not-Tell Message Power (Case Study: Breast Cancer Action)

Getting Attention

Here, on its Facebook page, Breast Cancer Action (BCA) zigs rather than zags, with memorable results. ” Show-not-tell messages, by Breast Cancer Action. Breath this in deeply. It’s a strong model of that golden communications rule: Show, Don’t Tell.

New Research Suggests The Color Pink is Bad for Breast Cancer

SocialButterfly

We could go more general with gender cue research, but breast cancer is such an important disease that I want to study this more on its own.” Say they are less likely to donate in reaction to a breast or ovarian cancer advertisement.

Trending Sources

New Research Suggests The Color Pink is Bad for Breast Cancer

SocialButterfly

We could go more general with gender cue research, but breast cancer is such an important disease that I want to study this more on its own.&#. Say they are less likely to donate in reaction to a breast or ovarian cancer advertisement.

[Special Edition] Komen Crumbles: Busted Nonprofit Brand

Getting Attention

Komen has acted imperiously and (much worse) carelessly against the best interests of its core stakeholders —women who benefit from its support of breast cancer screening and research—to please its major donors and nurture its political connections. Busted nonprofit brand, Komen, yet again. We are now aware of breast cancer. And is likely to be able to continue providing its breast cancer diagnosis and treatment services. Susan G.

Brand 76

How to Take a Modern Approach to Nonprofit Brand Awareness

Fundraising 123

If your charity is still stuck in the rut of an anachronistic one-way advertising model, it''s time to adopt the modern approach to brand awareness! Cancer Research UK has a great example of video marketing for awareness. Cancer Research UK tells a rich and detailed story in a short time (about a minute), capturing our attention with an entertaining clip, which is followed by a quick call-to-action. Jenny Beswick works with the charity giving Cancer Research team.

Top Nonprofit Brands

The Agitator

Nonprofit curator Joanne Fritz at About.com recently did this write-up on the top nonprofit brands … at least as identified by the 2012 Harris Poll Equitrend Study. Here are the top brands in several categories: Youth — Girl Scouts of the USA. Health — Stand Up To Cancer. branding charities communications Don't Miss these Posts nonprofit management nonprofits research

Mashing Up Loyalty Programs and Cause Marketing

Cause Related Marketing

MyCokeRewards.com gets so much traffic it takes advertising from non-competing brands! (I You can also donate MyCokeRewards points in several denominations to the American Cancer Society, the National Parks Foundation, the USO, and The Hispanic Scholarship Fund.

What to Do With Leftover Cause-Branded Merchandise

Cause Related Marketing

Not all cause-branded merchandise sells. Still, much of the point of cause-branded merchandise is that the appeal of the cause helps move the product. Back in March 2011 the big UK retailer and veteran cause marketer Marks & Spencer offered up men’s underwear designed by six different British sportsmen and benefiting The Prostate Cancer Charity. So what do you do with the leftover inventory?

Brand 26

Branding Your Nonprofit: An Investment in Your Tomorrows

Fundraising 123

How can you create a brand without spending a fortune? Focus on the cornerstones of a brand: name, packaging, history, reputation and customer experience. Name If your name says it all and has brand recognition, keep it. The American Cancer Society doesn''t need to explain what it does. If your organization''s name doesn''t speak to who you are, and you don''t have big bucks to build your brand, confusion can result.

Brand 33

What to Do With Pesky Leftover Cause Marketing Inventory

Cause Related Marketing

Not all cause-branded merchandise sells. Still, much of the point of cause-branded merchandise is that the appeal of the cause helps move the product. Jason Leonard The Prostate Cancer Charity Susan G. So what do you do with the leftover inventory?

Lessons from 4 Big, Successful Single-Element Cause Marketing Campaigns

Cause Related Marketing

Likewise I haven't counted multiple-element campaigns like the Red Dress program, Breast Cancer Awareness Month, Thanks and Giving from St. In 2005 non-competing brands from other companies joined the program. US Postal Service Breast Cancer Semipostal Stamps.

Puma Project Pink, Feel Free Not to Repeat in 2013

Cause Related Marketing

Today is the last day of Breast Cancer Awareness Month 2012 and I devote this final pink ribbon post to Project Pink , from Puma, the shoe and apparel company.

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IGA Stores Using Private Label Food Brands To Benefit Wounded Warriors Project

Cause Related Marketing

to the Wounded Warrior Project for each case of certain private label food brands sold. In turn, that seemed influenced by a campaign Kroger did for breast cancer research in October 2010. Here’s why: in recessions private label brands do very well. But once the hard times are over, consumers return to the name brands. In the declining economy, people in the UK, the US and elsewhere are buying more private label brands.

Your New Nonprofit Marketing Job?—Monday Matters!

Getting Attention

Web Producer , Breast Cancer Fund (San Francisco, CA). Please post your open nonprofit marketing positions here. Associate Director of Communications & Marketing , GO Project. New York, NY). Communications and Membership Coordinator , The Leapfrog Group (Washington DC). Communications Director , Service Women’s Action Network. NYC or Washington DC). Communications Manager , Feed My Starving Children (Coon Rapids, MN).

8 “Pinktober” Promotions that Deserve a Ribbon

Selfish Giving

October is Breast Cancer Awareness Month and companies are partnering with breast cancer charities on a variety of “pink” promotions. Funds raised will benefit Breast Cancer Research Foundation. Program: NFL Goes Pink for Breast Cancer Awareness.

Cause Marketing and Branding

Cause Related Marketing

Done right, cause marketing can be a terrific branding tool for the cause and the sponsor. But if the sponsor or the cause wants to really build their brand, they’re going to need to add a little extra something.

Transform Your Messaging from Inside the Box

Getting Attention

Here’s a great example of how Pallotta and team worked from inside the box to transform messaging for the National Breast Cancer Coalition (NBCC) : In the breast cancer fundraising field, it’s all about who can out-hope the competition.

Brand 46

Calling Out a Faux Cause Marketing Pinkwasher

Cause Related Marketing

One of the infuriating things about the pink ribbon, emblematic of the fight against breast cancer, is that no one owns it in the United States. Here’s why: It’s very clear to me that the pink ribbon brand is much bigger because no one entity owns it than it would be if one entity did.

Respecting Your Cause Marketing Partner

Cause Related Marketing

From Freschetta, the bake-at-home pizza brand found in your grocer’s freezer case, comes a pink ribbon cause marketing campaign that seems slightly ashamed of its esteemed non-profit partner. It’s named for the two donors that funded the SKI cancer research center in the 1940s, Alfred P.

Four Publications, Four Sponsors, Four Seal Campaigns

Cause Related Marketing

In a like way, if your charity brand has the means, I highly recommend that you pick up a kind of cause marketing that I’ve come to call a ‘seal campaign.’ The Skin Cancer Foundation offers a seal of approval to a skin-care products, especially sunblocks.

Do consumers still believe in pink? Only when it’s see-through.

Nonprofit Marketing Blog

With Breast Cancer Awareness month in full swing, I was interested to see a new survey from Cone Communications that shows just where consumers stand on the slew of pink-tinged marketing campaigns we see this time of year. Image via Blisstree.

Add a BOGO to This Cause Marketing Promotion

Cause Related Marketing

Yesterday Tempur-Pedic, which sells mattresses, ended a month-long promotion in support of the Pancreatic Cancer Action Network. Pancreatic cancer is among the deadliest. Six percent of all cancer deaths are attributable to pancreatic cancer.

Nonprofit Web Design 101: 5 Strategies for Beginners

Kivi's Nonprofit Communications Blog

Keep your branding consistent. Keep your branding consistent. Having a brand that’s standard on all your pages is important because it establishes trust; no matter where your donors land, they can rest assured knowing they’re still interacting with your nonprofit. Jeff Gordy.

Brand Roundup: We had to destroy the brand in order to save it

Nonprofit Marketing Blog

Since I’ve been talking branding this week, here’s a roundup of what’s hot (and a hot mess) in branding. Komen says they need to protect their brand. Komen for the Cure foundation, which raises millions of dollars a year in the fight against breast cancer.

The Accidental Rebranding of Komen for the Cure

Kivi's Nonprofit Communications Blog

Yesterday afternoon, and continuing into today, I believe we are witnessing the accidental rebranding of what is surely one of America’s biggest and most well-known, and even well-loved, nonprofit brands. Komen for the Cure , it seems, is no longer a breast cancer charity, but a pro-life breast cancer charity. Komen’s most recent tweet was about prostate cancer in a mummy. Wear that pink ribbon and raise money to fight breast cancer.

Responding to Outside Magazine's Article on Livestrong.org

Cause Related Marketing

The February 2012 issue of Outside magazine has a critical assessment of LiveStrong, Lance Armstrong’s anti-cancer foundation that I feel obliged to respond to. The first criticism is that LiveStrong no longer donates to cancer research efforts and instead has transitioned itself into a role as kind of information conduit for people fighting cancer. Lifestrong is now primarily a cancer awareness-raising charity. Armstrong survived two bouts with testicular cancer.

Viva Cause Marketing!

Cause Related Marketing

I’m brand X and if you buy this magical product, you will help the…”, “This product is the work of the X community in Chiapas.”, “Today is the international day of. To polish a brand identity? Joint Ventures are a common approach for brands that want to do a social campaign.

'Checkout' This New Cause Marketing Study

Cause Related Marketing

Or when do you buy Yoplait yogurt and when do you buy Dannon yogurt, each of which generates funds for separate breast cancer charities? On its website The Integer Group describes itself as “a global discussion about the impact of shopping culture on brand strategy.”

How One Nonprofit Is Raising Thousands Using Facebook

J Campbell Social Marketing

Baldrick’s is committed to funding the most promising research to find cures for childhood cancers and give survivors long and healthy lives. But what about using social media to get people excited about childhood cancer research? 6) Be consistent with your brand.

Greenwashing, Whitewashing, now PINKWASHING?

Wild Woman Fundraising

Who would want to eat yogurt and soup with cancer on it? One of my favorite authors, Barbara Ehrenreich , a breast cancer survivor and author of “Nickeled and Dimed, and most recently, “Bright-sided: How the Relentless Promotion of Positive Thinking Has Undermined America,&# calls this phenomenon “ Welcome to Cancerland.&#. yogurt might only give 50 cents to your cause of breast cancer. Have you seen a pink ribbon recently?

Are You One Of A Kind?

The Agitator

On the other hand, if you’re one of many perceived to be doing the same thing (whether curing cancer, protecting the environment, or whatever), your fundraising job is much, much tougher. ” He’s talking about your brand of course. Now, heaps of nonsense advice gets given to and taken by nonprofits with respect to branding. A brand that stands for what all brands stand for stands for nothing much.” Is your nonprofit one of a kind?

Brand 18

Nonprofit Facebook ROI—Yay or Nay? (w/John Haydon)

Getting Attention

Nancy: What is the value in nurturing a brand page/community for orgs on Facebook? John: Every marketing plan—whether it’s for a brand or a nonprofit—should include word of mouth elements. Nancy: Are there a few criteria a nonprofit can assess to clarify if and/or they should invest (or continue to invest) in its Facebook brand page? Because Facebook is a friend network, using your nonprofit’s “brand voice” will not work.

ROI 80

Social Media Takeovers: 6 Nonprofits That Gave It Up for Good (PLUS: 6 Tips for Getting it Right)

Kivi's Nonprofit Communications Blog

It’s called a social media takeover, and it’s been used by big brands and a variety of nonprofits with some fairly impressive results – such as big boosts in followers and engagement. Cancer strips a lot of what you consider part of your identity. Image Source: https://flic.kr/p/dzN6Vp.

Tips 114

An Interview with Advocate Health Care: Case Study #StoriesOfTheGirls

Diva Marketing Blog

Breast cancer still impacts too many lives. Advocate Health Care launched a unique program to bring attention to breast cancer prevention, treatment and support. We also saw a side of our own associates (employees) who shared their breast cancer journey through photos as well.

Case 42

5 Reasons You Don’t Need to be a Cancer Cause to do Cause Marketing

Selfish Giving

The branding and fundraising rewards of cause marketing are not limited to cancer causes. The people you’re trying to help don’t have cancer? Businesses love working with cancer causes because they can support a great cause that has a large, loyal following of women.

Top Nonprofit Brands

The Agitator

Here from Harris Interactive, in order, are the "Top 10" nonprofit brands consumers say they would most likely donate to: Susan G Komen for the Cure. American Cancer Society. Interestingly, a few other brands made the "most trusted" top ten, but not the donate list. The total number of brands rated was 1,151. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings.

The Real Story of MarketSmart…

iMarketSmart

At the same time, my mother was diagnosed with lung cancer. Me and my mom before we learned about the cancer. But most of all, we’re delivering results in line with our brand promise and our mission.

How to Keep from Spreading Your Charity Brand too Thin

Cause Related Marketing

YMCA Brand Valued at $6.4 Million -- What This Means for Your Org

Getting Attention

The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand, according to The Cone Nonprofit Power Brand 100. This first-of-its-kind research report explores the unique relationship between nonprofit brand image and financial performance. The survey uses brand image, 2007 revenue and potential for future growth to calculate brand value, a formulation similar to many for-profit valuations of brand, an intangible asset.

Busted Nonprofit brand

The Agitator

I must say, I was struck by the rapid response to the situation by Komen’s rival cancer-fighter, Breast Cancer Action, which launched a "pinkwashing" campaign that in about two weeks has generated 3,200 messages protesting the Komen/KFC deal. Tags: Don't Miss these Posts branding cause marketing charities communications nonprofit management nonprofits online activism social networking