Surprise, surprise. Recent research confirms that companies are cheap. Many only give one percent of their pretax profits back to charity. Compare that to individuals who give double - even triple - the amount company's give.
Of the $410 billion donated to nonprofits last year, companies only contributed five percent to that total. Womp womp.
That's why every nonprofit should be targeting a company's employees and customers - and not limiting themselves to the company's checkbook. Let the company be a conduit to individual giving - the biggest slice of the charity pie.
No one says you have to. It's a free country, right? But be assured you'll be leaving a lot behind.
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The Power of Strategic Storytelling
1. 7-Eleven is taking a page from IHOP's playbook. The convenience store chain is letting customers pay any price for a Slurpee slushy soft-drink drink with all dollars going to youth-for-youth international WE Charity.
2. When you create a digital Friendship Bracelet to show your support for a future without childhood cancer, Northwestern Mutual will donate $1 to Alex’s Lemonade Stand Foundation for each segment you and your friends create, up to $100,000.
3. Here's a round-up of companies that are giving/raising money to help Hurricane Florence victims.
Marketing your cause
1. Why branding and impact matter. When donors were asked what charity they would support if they could give to just one, 54 percent selected one of only 20 organizations. The #1 reason for selecting a particular charity as a favorite was the organization’s impact.
2. Your marketing should be as dramatic, immersive and graphic as The Weather Channel's depiction of Hurricane Florence's storm surge.
3. A new study confirms what parents of teens (like me) already know: teens prefer to interact with screens instead of people. Includes tips on how to adjust your marketing.
4. 5 brands doing great long-form social video. Nonprofits can learn from these companies! Tell your story, channel human emotion and educate your audience. Check out Patagonia's video. It does all three.
Cool jobs in cause**
1. Corporate Engagement Officer, Northwest Harvest (Seattle)
2. Corporate & Community Fundraiser, Rady Children's Hospital (San Diego)
3. Corporate Partnerships Director, City Year (NYC)
**Have your cause-related job featured here for FREE. Hit reply or email me at firstname.lastname@example.org.
1. What nonprofits can learn from the Giving Tuesday model. I like #5: Switch from a scarcity mind-set to a collaborative mind-set.
2. Marketer Mark Schaefer shows how retailer American Eagle pulled a "Nike move" years ago and has reaped a big ROI.
3. Fascinating. Inside Pedialyte’s journey from toddler flu remedy to hangover fix.
Have a question, story suggestion or category you want to see covered? Just leave a comment below. 🙏