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Levi's Go Forth: Latest Consumer Choice Program
 The strategy of engaging consumers to weigh in on how a company should donate money has been gaining momentum ever since the American Express Members Project premiered three years ago.
Just this week Pepsico announced that in 2010 it will involve consumers in distributing $20 million on projects to "refresh" neighborhoods.
Although far from sporting that size donation, the coolest online variation on this theme that I've seen lately builds on Levi's Go Forth campaign, an online virtual scavenger hunt.
In October players nominated hundreds of nonprofits to be considered for a $100,000 donation. Players (and supporters that the groups enlist to register for the game) have until November 16 to vote for one of 10 finalists.
As of today the leader is charity: water, a group clearly using its social media savvy to excel. It has far fewer members than other finalists such as World Wildlife Fund, The Sierra Club and the Natural Resources Defense Council. |
| December Teleconference:
Practical CM Measurement
Transactional programs drive sales. Employee engagement attracts recruits. Cause messaging enhances reputations. That's the promise -- but how do you know if it's happening with your programs? And when it does, how can you quantify it?
On December 8, don't miss a valuable teleconference led by Farron Levy, president of True Impact. Farron will share practical techniques for measuring the social, financial, and environmental impact of your cause marketing programs to assess value, promote continuous improvement, and guide program investment.
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| Join an Arms Race of Goodness
 The Heath brothers, authors of "Made to Stick: Why Some Ideas Survive and Others Die" are two of the sharpest marketing minds out there.
That's why I was thrilled that in a recent Fast Company column Dan and Chip challenged businesses to "an arms race of goodness -- a generation of companies that compete on real emotion rather than stick-on sentiments."
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