The Engage For Good Podcast

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203: Cracker Barrel Rocks Veterans Lives with 'Operation Rocker' Feb 21, 2017

Show notes

Today on Cause Talk Radio, Megan, and Joe talk to Sloane Lucas, Manager, Corporate Citizenship, Cracker Barrel Old Country Store, about their cause marketing efforts on behalf of Operation Homefront whose mission is to build strong, stable and secure military families so that they can thrive in the communities they've given so much to protect.

One creative fundraiser launched last summer was Operation Rocker. With the purchase of a rocker on Cracker Barrel’s website, the company donated an adult rocker to Operation Homefront. Cracker Barrel also offered this same opportunity for each eligible rocker cushion set purchased online during this time.

On the show, Megan, Sloane, and Joe discuss:

What is Operation Homefront and how did Cracker Barrel begin working with them?
Operation Rocker is a new, major initiative for Cracker Barrel. They promoted both online and in stores.
The first year they sold/donated 700 rockers.
Why Cracker Barrel chose rockers instead of food for its cause marketing promotion. Rockers are an iconic part of their brand.
What was Operation Homefront's process for distributing the rockers?
How Cracker Barrel promoted the program. Lots of social media, including paid media.
How Rockefeller Plaza was transformed into ROCKER-feller plaza with the Cracker Barrel Old Country Store rocking chairs on FOX & Friends.
How important it is for nonprofits to be social media savvy and have a client-centered mentality.
Joe tests Sloane's knowledge of Cracker Barrel with trivia!

Links & Notes

202: Causely Helps Businesses Grow with Word-of-Mouth Cause Marketing Feb 14, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to co-founders Matt Sharp and John Rougeux at Causely, a service that helps businesses use cause marketing to grow and build community.

With Causely, the business benefits from a big increase in word-of-mouth (typically a 4-6x increase in social media impressions!). Businesses also earn a charitable reputation in the process. Customers benefit because it gives them an easy (and free) way to support great causes. And, of course, non-profits benefit as Causely has donated over $2 million since it launched.

On the show, Megan, John and Joe discuss:

How Causely works (Facebook check-ins) and who they work with (Today, 3,200 businesses!).
What type of businesses benefit most from Causely?
How does Causely work with the business to coordinate Facebook check-ins and donations? Why couldn't businesses do this themselves?
How are donations funded? Do they come from the customer? The business? Causely?
What are "social goods"?
What causes have been most popular with businesses and customers?
How Causely works on Instagram with "location tags."
How Causely gives people a socially acceptable reason to post a selfie of themselves at the gym.
How Causely can work with Facebook ads.
What makes a great nonprofit partner for Causely? Storytelling is key!

Links & Notes

Causely

201: SoCal Honda Dealers 'Causejack' Super Bowl for Charity Feb 07, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to Patrick Adams, Managing Director, Secret Weapon Marketing, the creative minds behind the Helpful Bowl, a bigger, better Super Bowl that has SoCal Honda donating money to Boys & Girls Clubs in Southern California for every Big Game ad that has an advertising cliche.

On the show, Megan, Patrick and Joe discuss:

How the Helpful Bowl got started by Southern California Honda dealers. Ultimately, people wanted to be helped!
How the Helpful Bowl works. They're not advertising during the Super Bowl, but they will be donating money based on the commercials.
Why Megan and Joe will be looking for puppies and aliens in Super Bowl ads.
Megan asks: "Is the Helpful Bowl an example of 'causejacking?'" Yes!
Other ways SoCal Honda are being "helpful" and serving the community.
What are the business objectives of the campaign?
Patrick's thoughts on how cause marketing has evolved over the past decade.
The power of a brand having a year-long cause platform as opposed to a transactional cause promotion.

Links & Notes

200: How Values & Culture Impact CSR Efforts Jan 31, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to Jessica Li, Assistant Professor of Marketing at the University of Kansas, about a new article that explores how corporate social responsibility efforts are perceived by different cultures. These efforts may not be effective for all consumers or in all countries.

On the show, Megan, Jessica and I discuss:

Why Jessica and her team decided to do this research. The team focused on two "individualistic" cultures and two "collectivistic" cultures.
How people had different feelings toward CSR programs executed by domestic and foreign companies.
How marketing messages need to differ for individualistic and collectivistic cultures.
Tips for U.S. companies that want to engage in CSR activities in foreign markets.
The importance of companies having a long-term commitment to a cause regardless of the country or culture.
The need for more research on consumer behavior, especially in collectivistic cultures.
Megan and Joe suggest two companies that may be excelling in foreign markets.

Links & Notes

Jessica Li at KU School of Business

00:00 - Welcome to Cause Talk Radio
01:58 - Community Response to Federal Gag Orders
04:43 - Tostitos Party Safe Bag
08:04 - Featured Interview: Yexin Jessica Li
09:49 - How Values & Culture Impact CSR Efforts

199: How One Vermont Grocery Store Raised $300,000 for Charity Jan 24, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to Allison Weinhagen, Director of Community Engagement at City Market, a 16,000 sq. ft. community-owned food cooperative in downtown Burlington, Vermont.

Anytime you check-out at City Market, you can choose to "round up" your total to the nearest dollar. Each month, the spare change collected during Rally for Change is split between three great non-profits that align with the co-op's mission. Since the program's inception, City Market has raised over $300,000 for charities.

On the show, Megan, Allison and Joe discuss:

How Rally for Change got started with a conversation with a local food bank.
Why did City Market choose a round-up instead of donation boxes or charity pinups?
How does the round-up work with the store's POS system?
How City Market distributes the money it raises to charities.
The initial customer response to the fundraiser was mixed.
What advice would City Market give to other businesses that want to replicate their round-up program?
How City Market communicates the impact they're having in the community.
The Rally for Change program includes a volunteer program.
Other ways City Market gives back to the community, and their plans to expand involvement with new stores.

Links & Notes

198: How One Nonprofit Raises Millions With the Gaming Industry Jan 17, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to Dan Goldenberg, Executive Director of the Call of Duty Endowment, which was founded by Activision Blizzard CEO Bobby Kotick. Dan was last on the show in November 2015. Since then, the endowment has expanded on its cause marketing and the Endowment's impact.

On the show, Megan, Dan and Joe discuss:

A recap on the mission of the Call of Duty Endowment.
The Endowment's long term partnership with GameStop and the results of their latest and newest joint fundraiser.
How the Endowment secured its first point-of-sale fundraiser with GameStop.
The Endowment was joined by another charity, Snowball Express, in their fundraiser with GameStop. How did that partnership work? What was the ask at the register?
How the Endowment is raising money with in-game "vanity items," and the key role these items play in educating gamers about the cause.
The fourth year of the Race to Prestige exposed over two million viewers to the Endowment.
Since gaming is such a growing industry, how can other nonprofits learn about the industry and possibly land their own partners.

Links & Notes

197: Millennial Start-Up Love Your Melon is Putting a Cap on Pediatric Cancer Jan 10, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to Alex Meysman, national event director at Love Your Melon (LYM). The online retailer donates 50% of the profits from each sale made to find a cure for pediatric cancer and to support families impacted by cancer.

From LYM’s Cyber Monday sales alone, they donated over $400,000 to Pinky Swear Foundation and CureSearch. The sales for LYM were the highest the company has seen since it’s inception in 2013.

But the truly amazing thing about LYM is its success motivating millennials to purchase cause-related products. LYM merchandise often sells out at soon as it hits the website, an accomplishment that must leave many national brands green with envy!

On the show, Megan, Zach and Joe discuss:

How LYM got started by two college students.
LYM raised $2.5 million in 2016.
Why the co-founders decided to focus on hats and pediatric cancer.
The success LYM had on Cyber Monday. They didn't even discount their products!
How LYM has activated "Campus Crews" as brand ambassadors.
How LYM uses social media to spread its message. Facebook and Instagram are key channels.
What challenges has LYM faced as its grown? What have they learned?

Links & Notes

196: Sarah Durham on How Branding + Fundraising = Brandraising Jan 03, 2017

Show notes

Today on Cause Talk Radio, Megan and Joe talk to Sarah Durham, CEO of Big Duck, a communications firm that is a leader in Brandraising — a proven approach to fundraising that puts the focus on marketing, branding, and communications.

On the show, Megan, Sarah, and Joe discuss:

Speaking of brands: Where did Big Duck come from?
Why branding is important for nonprofits.
Sarah's definition of "Branding".
What do you need in place before you go through a rebrand?
How Big Duck tracks the ROI of a rebrand with its clients.
How communications isn't decorative for a nonprofit - it's a workhorse!
How to get the key people on board within your organization for a rebrand. And the main difference between a nonprofit and a for-profit rebrand.
Where does social media fit into a nonprofit's communications strategy?
What stands in the way of a successful nonprofit rebrand?
In 2017, will we see more nonprofit content brands (i.e. nonprofits that prioritize communications)?

Links & Notes

Big Duck
The Rebrand Effect
Sarah Durham on Twitter
Brandraising
Cleveland Clinic's Health Essentials
Check out the podcast This Old Marketing (last ten minutes of the show) for the story on UK National Trust Magazine

195: Why The Cause Marketing Forum is Rebranding to Engage for Good Dec 20, 2016

Show notes

Today on Cause Talk Radio, Megan and Joe talk to David Hessekiel, the founder and president of Cause Marketing Forum Inc., which recently changed its name to Engage for Good! This wide-ranging conversation includes the rebranding of the organization, the evolution of cause marketing and what we can look forward to in 2017.

On the Show, Megan, David and Joe discuss:

Joe muses on a new illustrious title for David: "The Commodore of Cause Marketing."
David's backstory: why did he start the Cause Marketing Forum?
Why CMF is rebranding to Engage for Good.
How cause marketing has evolved since the forum launched in 2003.
How companies are becoming more cause-oriented instead of nonprofit-focused.
Why companies will always need nonprofits.
The history of the Halo Awards and how organizations can apply for a 2017 award.
The future of cause. What will be the expectation of businesses when it comes to cause? How will the election impact cause marketing?
When is the Engage for Good conference?

Links & Notes

194: This Austin Vodka Company Raises Funds and Dogs' Spirits Dec 13, 2016

Show notes

Today on Cause Talk Radio, Megan, and Joe talk to Beth Bellanti, Program Manager of Vodka For Dog People, one of the philanthropic arms of Tito's Handmade Vodka, about their vision to help better the lives of pets and their families far and wide. They see a future in which dogs won’t need rescuing at all!

On the show, Megan, Beth and Joe discuss:

The background of Tito's Handmade Vodka and the birth of Vodka for Dog People.
How Tito's sales people were eager to promote the program to clients and saw the potential of Vodka for Dog People as a sales driver and a great cause.
The importance of businesses starting with a cause about which they are passionate.
How the program progressed beginning in 2012 and their focus on third-party events - "Yappy Hours" - all over the world.
What lessons Tito's has learned in developing and growing the program.
Other philanthropic activities Tito's is involved in.
The importance of developing community around Tito's philanthropic work.

Links & Notes

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