Just when the incessant summer rain was about to drive me crazy, my mood was lifted by the arrival of the sun and an amusing and insightful trend report from Cone.

 

There's a lot of food for thought here if you are planning 2010 programs.  For example:

 

"a la carte Cause"  -- Leveraging online media, brands are engaging consumers to choose the causes the company will support.   Examples include Allstate's Click to Empower, Target's Bullseye Gives and Tom's of Maine's 50 States for Good.  

 

What it means to you: Companies should consider how they can effectively get consumers involved (warning: make it easy)    Nonprofits should decide what programs are worth their while and how they will activate supporters to vote for them.

 

BOGO (Buy One, Give One) -- Cause marketers have caught onto what packaged goods companies have known for years -- BOGO offers have great appeal.   Examples, Disney Buy a Ticket, Plant a Tree and Pampers 1 Pack = 1 Vaccine.

 

What it means to you:  Consider cause-related offers that bring the cause to life better than simply saying 10 cents will be donated.

 

Cause Lite -- Rather than stressing the dark side of critical social needs, some campaigns are using humor in their messaging.   One example: Movember's zany work with multiple partners to enlist men to grow mustaches to raise money to fight prostate cancer.

 

Suggested action step:  Check out our latest audiocourse featuring Movember and Canadian Club executives.

 

Want to read the whole thing?  Click here to download a copy of the full report.