The Engage For Good Podcast with Alli Murphy

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28: Pink Ribbons Author Questions Value of Pinktober Oct 03, 2012

Show notes

Today on Cause Talk Radio, Dr. Samantha King, author of Pink Ribbons, Inc. shares her take on Pinktober and the overflow of corporate support for breast cancer "awareness". Samantha, Joe and Megan navigate the history of National Breast Cancer Awareness Month (you might be surprised to discover who is behind this effort), whether the "awareness" created is doing any good and what an ideal "Pinktober" might look like. Also: how consumers should be vigilant in selecting pink products this month and what alternatives exist to Susan G. Komen for the Cure.

27: Livestrong Insider Shows Nonprofits How to Be Strong Sep 27, 2012

Show notes

Today Megan and Joe chat with Rachel Armbruster, a nonprofit strategist and author. Her book, Banding Together for a Cause, gives an insider's look at the development of the Livestrong wristband campaign that raised more than $100 million for their cause. We discuss the progression of a corporate partner from minor donor to major partner and how nonprofits can create a celebrity brand - minus the celebrity. Join us for a lively, informative discussion.

26: A Cause Marketing History Lesson from Bruce Burtch Sep 19, 2012

Show notes

On today's show, Megan and Joe talk to Bruce Burtch, an earlier pioneer of cause marketing who was creating cause marketing programs well before the 1983 American Express campaign that's credited with starting it all. Bruce is even credited with coining the term "Do Well by Doing Good" - a motto many companies and nonprofits live by today. Bruce talks about the beginnings of cause marketing, how it's changed...and what hasn't changed. These are timeless lessons from someone we call The Father of Cause Marketing. Listen now!

25: Local Agency Goes Bald for Cancer Causes Sep 13, 2012

Show notes

On today's show, Megan and Joe talk to Jeff Freedman, Founder & CEO of Small Army & Small Army for a Cause. Jeff and his agency are behind Be Bold, Go Bald!, an effort that has supporters nationwide wearing bald caps to raise money for 25 cancer organizations. Since its inception in 2009, participants have raised $500,000.

Jeff shares his powerful story of starting Be Bold, Go Bald! after the co-founder of Small Army passed away from cancer following a two year battle. He also has advice for companies that want to commit to a cause.

24: The Role of Choice of Cause Marketing Sep 06, 2012

Show notes

Today Joe and Megan interview researcher Stefanie Robinson on a recently-released series of studies about consumer choice in cause marketing campaigns. We learn that giving consumers a choice is often (but not always) a good idea in cause campaigns, particularly when the consumers are collectivists (don't know what a collectivist is? Tune in to find out!). Stefanie walks us through the situations researchers found to be detrimental to consumer choice and why disclosing too much information too early in a campaign can also harm participation.

23: Navigating Into the Cause Marketing Triangle with Incite Aug 30, 2012

Show notes

Today, Megan and Joe chat with Sarah Harris, Vice President & Founder of Incite, about her firm's work with nonprofits and companies on cause marketing partnerships. We also discuss Incite's new white paper: The Cause Marketing Triangle: A New Approach to Cause Marketing. Finally, Sarah talks about her recent trip to Africa and how it reinforced that cause always comes before the marketing.

22: Cause Marketing Goes Back to School with Target, Boys and Girls Clubs Aug 23, 2012

Show notes

Today Joe and Megan chat with Jenna Reck of Target who explains 'Give With Target', the retailer's first-ever initiative that combines cause with back to school marketing, giving $2.5 million in grants as well as $2.5 million directly to schools via a Facebook voting initiative. Then Artis Stevens with Boys and Girls Clubs shares some of the smart strategy behind their comprehensive 'Tools for Back to School' campaign involving multiple brands executing a variety of cause-related marketing tactics. It's an action-packed show today, not to be missed!

21: Tevolution Infuses Cause with Every Sip Aug 09, 2012

Show notes

Today, Megan and Joe chat with Ian Simpson, Co-Founder of Tevolution, a cause business that donates back to nonprofits when consumers buy their iced tea and text a code to donate to one of four charities. Ian discusses the challenges of starting and running a cause business and the relentless drive to raise money and to get Tevolution in to more stores. He also reveals how a busy entrepreneur squeezes more hours into his day by removing a real time suck: sleep. Tune in for an episode that will change the way you look at your summertime iced tea...and how you sleep at night!

20: Cause Marketing on Pinterest with Beauty Brand Elizabeth Arden Aug 02, 2012

Show notes

Today Joe and Megan chat with Christina Bennett of Elizabeth Arden about their bang-up new cause marketing campaign on Pinterest, Pin It To Give It, in partnership with nonprofit Look Good Feel Better. Christina shares how the campaign plans to reach their donation goal of 10,000 eyeliners (valued at $16-$18 each) to Look Good Feel Better by early fall via a very integrated campaign bridging multiple channels and how this campaign may inform the brand's future efforts on Pinterest. We also learn about Elizabeth's Arden's other cause marketing efforts, including a partnership with nonprofit Pencil, focused on employee engagement in local schools.

19: New York Times Advertising Columnist Stuart Elliott Talks Cause Marketing Jul 25, 2012

Show notes

This week, Megan and Joe talk with Stuart Elliott, advertising columnist at The New York Times about his recent article on "Seeking Success by Helping to Feed the Hungry." In it, Stuart profiles a new campaign called Run 10 Feed 10. Each person who registers to run in 10-kilometer races to be held in 11 cities this fall will trigger 10 meals to people in need in the runner’s community.

The partners in the initiative are Unilever, on behalf of four brands, Degree Women, Ragú, Simple and Vaseline; Women’s Health magazine, published by Rodale; the Feed Foundation; and Crowdrise, a Web site that uses social networking and crowdsourcing to help raise money for charities.

We discuss how this new campaign may represent a new area of opportunity for media companies that have previously let brands take center stage with cause marketing initiatives. Stuart also reflects on the growth of cause marketing the past few years and where the industry may be headed.

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