Cause Talk Radio: The Cause Marketing Podcast

Today on Cause Talk Radio, Megan and Joe talk to Icema Gibbs, Director, Corporate Social Responsibility, for JetBlue Airways, about JetBlue for Good. The goal of JetBlue for Good is to inspire humanity – both in the air and on the ground. It's focused on giving back in meaningful ways in the communities the airline serves and to inspire others to do the same. On the show, Megan, Icema and Joe discuss: - How JetBlue for Good got started. - JetBlue's signature program, Soar with Reading, that was created six years ago. It's goal is to bring books and reading to poor communities. - The innovative approach JetBlue took to delivering books via vending machines. - Why JetBlue chose to focus on youth and education. - How JetBlue communicates with its employees about their cause initiatives, and rewards them for their efforts. - The importance of cause initiatives to younger employees and how it keeps them engaged with the company. - How JetBlue engages consumers inflight with their different cause-related programs. - Why it's important for businesses to be involved in public/private partnerships. - Learn how you can win two roundtrip JetBlue tickets! **Show Notes** - [JetBlue for Good](http://jetblueforgood.com/ottg/ "JetBlue for Good") - [JetBlue Corporate Social Responsibility](https://www.jetblue.com/corporate-social-responsibility/ "JetBlue Corporate Social Responsibility") - [Win two roundtrip tickets!](http://engageforgood.com/jetblue "Win two roundtrip tickets!")

Today on Cause Talk Radio, Megan and Joe talk to Scott Goldberg, President of Bankers Life, a national life and health insurance brand, about their work with the Alzheimer's Association. In their 14 years of support, the company has raised more than $4.5 million to support the Alzheimer care, education and research. And they've done it by asking their agents to hit the streets and collect donations from passersby. On the show, Megan, Scott and Joe discuss: - How Bankers Life got involved with the Alzheimer's Association. - Why they decided to take to the streets to raise money and "Can for Change." - How Bankers Life designed the program to make it easy for employees to ask people for money. - What surprised Scott on who donates the most to their street campaigns. - How the program has evolved through the years. It's expanded across the country. - How Bankers Life and Alzheimer's Association communicates the impact of the program. **Links & Notes** - [Bankers Life](https://www.bankerslife.com/ "Bankers Life") - [Forget Me Not Days](http://www.forgetmenotdays.com/ "Forget Me Not Days")

Today on Cause Talk Radio Megan and Joe talk to Colleen Ridenhour, Senior Vice President Resource Development for Habitat for Humanity International, and Tracy Cioffi, Senior Vice President of Marketing for Sur La Table, about Habitat's new cause marketing platform, Home is the Key. On the show, Megan, Colleen, Tracy and Joe discuss: - After 40 years, Habitat for Humanity is launching its first signature campaign, Home is the Key. Why now? - What can stakeholders expect to see when the platform launches in April? - How Sur La Table got involved with Habitat. - What are the biggest myths surrounding Habitat? Do they really give away homes? Habitat is so successful, do they really need the money? - What's happening in Sur La Table stores in April to support Home is the Key? - How Sur La Table educated their employees on Habitat and prepared them for their first national cause marketing program. They've got Habitatitis! - How Habitat engages volunteers beyond building homes. Habitat is very active after disasters. - How Sur La Table is rebranding itself with its support of Habitat and communicating that new brand to customers. - What Sur La Table looks for in a charity partner, and what it hopes to gain from cause marketing. - What have Sur La Table and Habitat learned in their rollout of Home is the Key? **Links & Notes** - [Sur La Table Supports Habitat for Humanity](http://www.surlatable.com/category/cat800420/ "Sur La Table Supports Habitat for Humanity") - [Home is the Key](https://www.habitat.org/support/home-is-the-key "Home is the Key")

Today on Cause Talk Radio, Megan and Joe talk to Jeff Terry, Global Head of Corporate Social Responsibility, Amway Corporation, about _Power of 5_. This campaign is designed to build awareness of childhood malnutrition and address the critical need for proper nutrition during the first 5 years of life and offer a way that everyone can help. On the show, Megan, Jeff and Joe discuss: - The background of Power of 5 and its tie to Amway's nutrition brand, Nutrilite. - How Amway's One-by-One program evolved into Power of 5 as Amway realized it could do more than give money. They could apply their expertise to address the problem of malnutrition in the world. - How Amway works with its business owners around the world to involve them in Power of 5. - How Amway uses its internal website to raise money directly from business owners. They've raised $11 million just in the past year. - How Amway works with 20 NGO's, especially with CARE, which is its global partner. - Joe tests Jeff knowledge of Amway with trivia! Megan was thrilled! - What's Jeff's biggest challenge in rolling out a global program like Power of 5? **Links & Notes** - [The Power of 5](http://powerof5.nutrilite.com/ "The Power of 5") - [Jeff Terry on Twitter](https://twitter.com/jterry494 "Jeff Terry on Twitter")

Today on Cause Talk Radio, Megan and Joe talk to Buffy Swinehart, Senior Manager, Cause Marketing for Aflac, on the company's Duckprints campaign to fight childhood cancer. One of the components of the campaign included rallying people across America to create or share posts related to childhood cancer using the hashtag #Duckprints on social media. For each social media activity, Aflac pledged to contribute $2, up to $1.5 million. All told, there were more than 900,000 social media engagements across Facebook, Twitter, Instagram and YouTube, making this the first time that the program, which began in 2013, has reached its goal of $1.5 million in contributions. On the show, Megan, Buffy and Joe discuss: - How did Duckprints get started? A fundraiser's cold call on Aflac's foundation led to a $3 million gift, a corporate commitment to fighting childhood cancer and Duckprints! - How Duckprints evolved to a social media fundraiser with the hashtag #duckprints. - How Aflac is a great model of how traditional corporate giving can evolve to something much greater when companies involve employees and customers. - How Aflac raised money through social media, peer-to-peer fundraising and selling duck-related products. - The business benefits of the Duckprints campaign. Really aids recruitment of employees, and one of the reasons Buffy joined Aflac. - What Buffy would recommend to other companies that are interested in creating and growing a cause marketing program. - Aflac's plans for Duckprints in 2017. **Links & Notes** - [Aflac Duckprints Website](https://www.aflac.com/about-aflac/corporate-citizenship/philanthropy/duckprints/default.aspx "Aflac Duckprints Website")

Today on Cause Talk Radio, Megan and Joe talk to Jenny Davis-Peccoud, a partner with Bain & Company who leads their sustainability and corporate responsibility practice, about a new report that finds that only 2 percent of corporate sustainability programs achieve or exceed their aims. To get sustainability efforts back on track, the report offers four guidelines to deliver lasting gains. On the show Megan, Jenny and Joe discuss: - How Jenny defines "sustainability." - How data was collected for the report. 300 companies from around the world completed a survey and Jenny's team followed up with interviews. - Was Jenny surprised that the success rate was so low? - Employee reaction to sustainability. Employees weren't convinced that sustainability wasn't a real priority for their company. - Four things companies can do to make their sustainability efforts more successful. 1. Make a bold, public commitment to sustainability. 2. CEO's need to lead by example. 3. Highlight the business case. 4. Use process and incentive changes to reshape behaviors. **Links & Notes** - [Achieving Breakthrough Results in Sustainability](http://www.bain.com/publications/articles/achieving-breakthrough-results-in-sustainability.aspx "Achieving Breakthrough Results in Sustainability") - [Bain Alerts on Twitter](https://twitter.com/BainAlerts "Bain Alerts on Twitter")

Today on Cause Talk Radio, Megan and Joe talk to James Mitchener, Marketing Manager at Waste Industries, about the Full Circle Project, a customer-driven fundraiser that to-date has donated nearly $1 million to charities. On show, Megan, James and Joe discuss: - How the Full Circle Project works. Customers get to choose which charities Waste Industries supports. - How did Waste Industries educate customers about the program? It took some time to engage customers and convince them that Waste Industries was adding the donation to their bills! - Focus of the program is on local charities and Waste Industries identifies charities within nine "need" areas (e. g. cancer, animal rescue, veterans, etc.). - Waste Industries works with local nonprofits to communicate the success of the program. They'll even prepare media releases for the nonprofit. - How the waste industry is learning from James and his team on how to create win-win cause marketing programs. - What has surprised James and his team most about the Full Circle Project? - How does Waste Industries choose the charities? What's their criteria? - The impact of the program has been intergenerational. Millennials, Baby Boomers and everyone in between love the program. **Links & Notes** - [Full Circle Project](https://wasteindustries.com/fullcircleproject "Full Circle Project") - [Waste Industries on Twitter](https://twitter.com/wasteindustries "Waste Industries on Twitter")

Today on Cause Talk Radio, Megan and Joe talk to co-founders Kevin Finn and Mark Edelson of Iron Hill Brewery & Restaurant, a privately owned restaurant known for their handcrafted beers and New American cuisine. Iron Hill is also known for its cause marketing, having raised $200,000 for children's pediatric cancer. On the show, Megan, Kevin, Mark and Joe discuss: - How Iron Hill got involved with CureSearch and fighting children's pediatric cancer. - How Iron Hill decided on a dessert to benefit CureSearch. - To Joe's delight, Kevin and Mark describes the Triple Chocolate Hill, a double fudge brownie topped with vanilla ice cream, peanut butter-caramel sauce, chocolate sauce and whipped cream. - Since 2004, Iron Hill has raised $200k by selling the dessert at 12 locations. - Kevin and Mark discuss their partnership with CureSearch and what a great partner they've been. - This fundraiser is unique in that it's promoted year-round. How does Iron Hill sustain the enthusiasm for the fundraiser, especially with employees. - What's the business benefit to Iron Hill of working with causes like CureSearch? - People have high expectations of restaurants when it comes to giving back. How does Iron Hill deal with this challenge? - What advice would Mark and Kevin give a restaurant about supporting a charity. **Links & Notes** - [Iron Hill Brewery & Restaurant](http://www.ironhillbrewery.com/wilmington/charity-foundations.htm "Iron Hill Brewery & Restaurant") - [CureSearch](https://curesearch.org/ "CureSearch") - [Kevin Hill on Twitter](https://twitter.com/ironhillchief "Kevin Hill on Twitter")

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** - [Cracker Barrel](https://www.crackerbarrel.com/about/giving "Cracker Barrel") - [Sloane Lucas on Twitter](https://twitter.com/sloanelucas "Sloane Lucas on Twitter")

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](http://www.causely.com/ "Causely")

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** - [_Helpful Bowl_](http://www.socalhondadealers.com/helpfulbowl/) - [SoCal Honda Dealers](http://www.socalhondadealers.com/ "SoCal Honda Dealers") - [Secret Weapon Marketing](http://secretweapon.net/ "Secret Weapon Marketing") - [36 Examples of Causejacking on Pinterest](https://www.pinterest.com/joewaters/causejacking/ "36 Examples of Causejacking on Pinterest")

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](http://business.ku.edu/yexin-jessica-li "Jessica Li at KU School of Business")

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** - [Unilever Consumer Study Shows A Third Of Consumers Prefer Brands Doing Social or Environmental Good](http://engageforgood.com/unilever-consumer-study-shows-third-consumers-prefer-brands-social-environmental-good/ "Unilever Consumer Study Shows A Third Of Consumers Prefer Brands Doing Social or Environmental Good") - [Rally for Change](https://www.citymarket.coop/community/rally-for-change "Rally for Change") - [City Market Donations](https://www.citymarket.coop/donations "City Market Donations")

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** - [143: Call of Duty Endowment Enlists Gamers, Retailers for Mission to Help Vets](https://www.selfishgiving.com/blog/call-of-duty-endowment-cause-marketing) - [Call of Duty Endowment](http://www.callofdutyendowment.org/) - [Call of Duty Endowment on Twitter](https://twitter.com/CODE4Vets) - [Dan Goldenberg on Twitter](https://twitter.com/dan4vets)

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 - [Love Your Melon](https://www.loveyourmelon.com/ "Love Your Melon") - [LYM on Instagram](https://www.instagram.com/loveyourmelon/?hl=en "LYM on Instagram") - [LYM on Facebook](https://www.facebook.com/LoveYourMelon/ "LYM on Facebook")