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Typically we think of a cause as something added to a campaign, product line or business strategy. What happens if you reverse that equation and use cause to subtract instead?  Baby product company Munchkin is employing this strategy in their new, #OrcasLiveInOceans intiative by removing a popular orca figure from their bath toy collection to support freeing captive whales.
Beyond that gesture, Munchkin made a $1 million pledge to construct an ocean orca sanctuary and is supporting the Whale and Dolphin Conservation organization (WDC) by driving supporters and dollars (100% of online proceeds for a week) their way.  REI's #OptOutside campaign received press and social media support when the outdoor retailer announced it would close on Black Friday and give its 12,000 employees a paid day off to spend outside. On Black Friday, REI.com will display only a black takeover screen encouraging customers to #OptOutside instead of shop. These programs are in the spirit of Patagonia's groundbreaking 2011 " Don't Buy This Jacket" campaign and CVS's 2014 move to stop selling tobacco.
Taking this route requires courage, creativity and an "all in" mentality - we're eager to see how it is used and evolves in 2016. Sincerely,  P.S. Speaking of the Thanksgiving holiday, it's never too late to bolster your #GivingTuesday efforts. Check out For Momentum's free e-book, Corporate Partners Activate - it's worth your time! |
WEBINAR >> Opening Doors: Top Tips for Engaging New Corporate Partners November 17, 2015 at 1:30pm ET
Register Now
As a nonprofit cause marketer, there's a lot of pressure to identify and close new corporate partnerships. But forging new corporate relationships and finding meaningful ways to activate partnerships can be an ongoing challenge - especially when approaching new brands. In this webinar, you'll have an opportunity to hear from two high profile brands - Spotify and Columbia Sportswear - about their experience on the receiving end of nonprofit pitches. They'll share their insights about how to avoid common pitfalls and ways to increase your chances of getting beyond the introduction phase. This webinar is appropriate for nonprofit professionals of all levels and will be a moderated conversation with Kerry Steib, Director of Social Impact for Spotify and Scott Welch, Global Corporate Relations Manager for Columbia Sportswear. Bring your questions and get ready to find out what works and what doesn't when approaching brands.
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