I was fortunate to attend the Companies and Causes conference recently. It was my first time at this conference billed as an opportunity to share and learn best practices in corporate and cause partnerships. And it was! The sessions were informative, filled with stories and practical tips. The speakers were engaging and efficient. There was a lot to be inspired by. However, there was one topic that came through in several sessions that caused me as a corporate fundraiser to pause.
Campaigns with purpose it was called by Emma Eriksson from General Mills. Without the same catchy title, similar campaigns were described by Uber and Unilever. This session was about the concept of making a difference, and in most cases telling a great story, through a marketing brand campaign. It seemed awesome on first pass – company and cause coming together with a marketing investment. I believe deeply in companies investing in social change. I also believe that investment leads to a stronger and more compelling brand.
Several examples were shared, with great videos, like this one:
A compelling story, a great cause, and a purpose. A clear connection between a brand and a cause. These campaigns were leading to a positive change in the world. Right?
This is where the questions emerged for me. Where is the charity in these campaigns? Is there a charity? If there is not a charity, could there be? And if there isn’t, why not?
I don’t have the answers to these questions, yet. And it is likely the answer to these questions is different in each situation. One thing is clear, if the charity exists at all in these campaigns, it is a secondary consideration. These campaigns with purpose, are about the brand and the cause, not a charity.
The question we must ask ourselves is why if there was a charity was it secondary? All of the social causes I saw that day are being addressed in some way by a charity, or several, in this country. Was it easier to work without a charity? Was it a cost consideration? Could the charities not add value to the campaign?
The challenge facing corporate fundraisers is clear. If we want to be a part of these campaigns, we need to make sure that we make the campaign better by being a part of it. There are many examples where charities strengthen the story, build the impact, and increase the credibility of a campaign with purpose and there needs to be more!
Reflecting on this trend, instead of being concerned, corporate fundraisers must see the opportunity. The opportunity presented by the fact that these campaigns with purpose are successful for brands, and I believe that we can make them even more so by being part of it.
Heather recently started a cause marketing, corporate partnership consultancy. Prior to this new adventure, she was at Food Banks Canada where she developed a corporate partnership program that grew from $1M to $9M. Heather is deeply engaged in the sector, having been on the Board of Directors with AFP Golden Horseshoe and is currently on the Board of Directors, as Chair of Governance for Canadian Feed the Children. Heather teaches Introduction to Fundraising at Ryerson University. In her spare time, she manages her son’s hockey team and squeezes in some time to connect with nature. You can follow her thoughts on cause marketing, fundraising, and occasionally baseball on twitter @heathernelson12.
