Lethal Generosity
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This document discusses the concept of "lethal generosity" which refers to a corporation advancing social change in a way that contributes to business results. It provides examples of how companies have used cause marketing and corporate social responsibility initiatives to boost their brands. The document encourages companies to unleash their "corporate superhero powers" through lethal generosity tactics like donations, events, contests and social media campaigns that address social issues and drive awareness of the company's brand and values.
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Lethal Generosity
- 1. Lethal Generosity: Unleashing Corporate Superpowers for Good just take my hand let's fly away on Flickr - Photo Sharing! http://ow.ly/1ygyz
- 2. Agenda What is lethal generosity? Connecting Your Corporate Brand to Lethal Generosity Unleashing Corporate Super Hero Powers for Good Lethal Generosity Tactics Exercise: Strategy Brainstorm Research Design: Questions, Hypothesis, Methods Beth Kanter, CEO Zoetica @kanter Kami Huyse, President Zoetica @kamichat
- 3. Lethal Generosity: Generosity attached to a branding strategy, Twitterville, p. 110-11 FlickrPhot by Eva Blue http://ow.ly/1zwba
- 4. Molson Canada is proud to play its part to help people make responsible choices!
- 7. Lethal Generosity… is when a corporation advances social change resulting in a competitive difference that contributes to business results.
- 8. Social Media Best Practices Social media tactics are aligned with the fundamental mission of the business, the internal interests of its employees or mitigate against negative impact to society.
- 9. Lethal Generosity; How and Where To Start?
- 10. Lethal Generosity is a hybrid between cause marketing and Corporate Social Responsibility
- 11. Cause Related Marketing Tide – “Feeding America” partnership 150 influencers Tide T-Shirt Sale $20 (donate portion of proceeds) Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision
- 14. Product Donations, Awareness Raising, and Sponsored Events
- 17. A Comment = 100 pounds of protein
- 18. Sponsored Day of Service with Social Media Team
- 19. Lethal Generosity Best Practices Mission Stakeholders Problem
- 20. Share Pair: How might your company or client use lethal generosity?
- 22. Breaking Silos with Networked Teams Credit: David Armano, Micro Sociology of Networks, as hacked by Beth Kanter
- 23. Excercise: Does your company work like a matrix? NOT AT ALL VERY Somewhere in between?
- 25. The Honeybee Campaign: Donations and Issue Education
- 26. Issue Awareness and EducationDonation to Research
- 29. Contests
- 30. Mobilize
- 31. Beth Kanter - Charities Cry Foul on Chase FB haritable Giving Campaign http://ow.ly/1B3Tj
- 34. Copyright 2010 © all rights reserved
Notas del editor
- BethWelcome to “Lethal Generosity: Unleashing Corporate Super Powers For Good”
- My name is Beth Kanter, I’m the CEO of Zoetica, a company that I’ve co-founded with KamiHuyse and Geoff Livingston to helps mindful organizations achieve social change through strategy, research, and training. I’ve spent my whole career in the nonprofit sector. I’m currently a Visiting Scholar at the David and Lucile Packard Foundation and co-author with Allison Fine of the Networked Nonprofit – which is part manifesto, part manual about how working more like a network can help nonprofits scale social change. I’ve been blogging about this topic since 2003 and my core area is design/delivery of trainings and peer learning.
- Shel Israel first coined the term “Lethal Generosity” in his book Twitterville. He used Molson Canada – a beer company – as the example.
- In Twitterville, Shel describes how Molson Coors Canada uses generosity as a key part of its branding and social media strategy. It’s corporate social responsibility program invests more in responsible drinking education than on alcohol-centered events. Molson reaches out to the community to find ways to spread the responsible drinking message, including supporting the TaxiGuy program and covering the cost of free public transit on New Year's eve.
- Shel describes how Molson adds the use of social media to the mix to create lethal generosity. Molson has a small social media team, lead by FergDevins @molsonferg who is not only responsible for selling bear, but he also believes in supporting the communities who need the most help. The team uses social media, twitter to initiate community generosity projects.In2008, Daily Bread Food Bank, a local organization, announced that contributions had been sparse and unless something changed, homeless people would go hungry. Several Twitter social change users started to urge others in the community to do something. Almost immediately a small group started to raise money through Twitter. @hohoto. They planned and started promoting a fundraising event. Molson's social media team, who were well known to the social media community, discovered it and offered to help. The Molson Team spread the word, using Twitter to urge a wider audience to attend and donate. 600 people attended and they raised $25,000 for the Food Bank.
- A few weeks later, when budget problems led the Toronto Transit Authority to cancel its New Year’s even free-ride transportation to save money in the budget – Molson launched a campaign to replace the public cutbacks with private sector donations, starting with its own $20K contribution.In a smart move of lethal generosity, Molson publicly invited competitor Labatt Breweries to join the campaign.Generosity is clearly tied to a branding strategy, transparent, real people. The result: People feel good about the company and better business results--
- Kami Huyse
- Source for the three parts of the def: http://geofflivingston.com/2010/02/18/authenticity-in-corporate-social-responsibility/Companies should focus on these areas when looking for places to give back.MISSION Giving aligned with the mission of the companyPROBLEM To lessen their impact, carbon footprint, etcFAMILY Responding to the needs of employees, distributers, partners, customers, etcSocial media continues to impact businesses and nonprofits in unforeseen ways. Perhaps the greatest trend of the moment is the fusion of corporate and philanthropic interests, which in turn is producing growing pains and change. It’s likely that the requirements of online transparency will demand a new era of authenticity in corporate community investment efforts.This trend results from demands for better corporate citizenship and community participation, transparency digressions, and frankly, very public cause marketing and corporate social responsibility programs that have exposed weaknesses in the social media realms. It’s a problem that keeps coming up, and won’t go away. This will force organizations and companies to become much more mindful about how they invest in their communities.
- Beth Kanterhttp://www.flickr.com/photos/martin_heigan/2104068252/Cause Marketing – direct sales transaction embedded in the campaigns – versus CSR which doesn’tDefinitionsCause marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationshipCorporate social responsibility (CSR), is a form of corporateself-regulation integrated into a business model. CSR is the deliberate inclusion of public interest into corporate decision-making, and the honoring of a triple bottom line: People, Planet, Profit. It also includes philanthropy - Giving Money, Donations, or Time to help a charity or cause.Manycompanies cannot discern the difference between these. Altruism often fails or is not thought out. In reality, most companies think, “Yeah, we’ll give some money to charity,” and let their executives figure out which ones. In the social media world, now they just outsource it to their communities (in both good and bad ways).We must accept this level of understanding and approach CSR/cause marketing in a manner that raises the general level of ethics at play. In either case, social media continues exposing weaknesses in cause marketing, which will force such initiatives to become more CSR-oriented. Moving forward, regardless of purpose, companies need to become much more authentic in their community investments. Authenticity means instead of simply throwing money at a cause or contest, they would directly address their missions, or the problems directly/indirectly created by their business. A third category — family — would be the causes that impact their employees, such as healthcare. generally not based on a donation. By being much more mindful in their cause initiatives, companies become better community citizens. And frankly, their online communities of interest will start demanding it.
- Results, we would not call this lethal generosity.
- KamiCause related marketing play, occasional useNo tie to employee related issuesNo tie to mitigating negative impactsNo Mission, excapt it gives another t-shirt to wash
- Beth Kanter
- Source for the three parts of the def: http://geofflivingston.com/2010/02/18/authenticity-in-corporate-social-responsibility/Companies should focus on these areas when looking for places to give back.MISSION Giving aligned with the mission of the companyPROBLEM To lessen their impact, carbon footprint, etcFAMILY Responding to the needs of employeesSocial media continues to impact businesses and nonprofits in unforeseen ways. Perhaps the greatest trend of the moment is the fusion of corporate and philanthropic interests, which in turn is producing growing pains and change. It’s likely that the requirements of online transparency will demand a new era of authenticity in corporate community investment efforts.This trend results from demands for better corporate citizenship and community participation, transparency digressions, and frankly, very public cause marketing and corporate social responsibility programs that have exposed weaknesses in the social media realms. It’s a problem that keeps coming up, and won’t go away. This will force organizations and companies to become much more mindful about how they invest in their communities.
- Source for the three parts of the def: http://geofflivingston.com/2010/02/18/authenticity-in-corporate-social-responsibility/Companies should focus on these areas when looking for places to give back.MISSION Giving aligned with the mission of the companyPROBLEM To lessen their impact, carbon footprint, etcFAMILY Responding to the needs of employees, distributers, partners, customers, etcSocial media continues to impact businesses and nonprofits in unforeseen ways. Perhaps the greatest trend of the moment is the fusion of corporate and philanthropic interests, which in turn is producing growing pains and change. It’s likely that the requirements of online transparency will demand a new era of authenticity in corporate community investment efforts.This trend results from demands for better corporate citizenship and community participation, transparency digressions, and frankly, very public cause marketing and corporate social responsibility programs that have exposed weaknesses in the social media realms. It’s a problem that keeps coming up, and won’t go away. This will force organizations and companies to become much more mindful about how they invest in their communities.
- Kami Huyse
- Authentic (Connected or In The Loop): An ability to cater to an heightened customer expectation for a company to listen and respond in real time Nimble: Ability to quickly change direction as opportunities arise and a process in place to incrementally release anticipated information. Responsive: The ability to accelerate solutions to customer problems Matrix (Organized): Tightly integrated internal collaboration to bypass antiquated bureaucracy Value Centric (Accountable): Accountability by internal players to both the business objectives of the company and the needs of the stakeholder Super Hero Corporate Culture? What are these? Principles?TrustAuthenticityEmpathy (outside the box – wired to care stuff – sign language visuals)What else does a corporate culture need to have or behave to implement lethal generosity strategy successfully?Authenticity- Trust inspired and inspiring "All things being equal, people want to do business with their friends. All things being not quite so equal, people still want to do business with their friends." - Jeffrey Gitomer, Little Teal Book of Trust http://geofflivingston.com/2010/02/18/authenticity-in-corporate-social-responsibility/ Extending Outside the Box Companies that deploy lethal generosity tend to extend their internal values to their communities and vendors.
- Rosabeth Moss Kanter’s book – matrix - by-pass bureaucracyNot having silosCross functional teamOranizationalNetwork Analysis Rob Cross
- Beth Kanter
- BethKanterhttp://beth.typepad.com/beths_blog/2009/11/new-twists-or-tweets-on-click-fundraising.htmlVanilla Honey Bee ice cream is crafted to give thanks to the unstung heroes of ice cream production, the honey bees. Honey bees pollinate more than 100 crops of nuts, berries and fruits, many of them used in making some of Häagen-Dazs ice cream’s most treasured flavors.But these petite pollinators are being threatened; over the last two winters more than 1 in 3 bee colonies has died nationwide putting our all-natural food supply and beloved flavors at risk. The Häagen-Dazs brand realizes the importance of these hard workers and is proud to commit to being a part of the solution by continuing the Häagen-Dazs loves Honey Bees™ campaign in 2009. The program focuses on spreading awareness and educating ice cream lovers about the alarming plight of these disappearing pollinators and what can be done to help them.Last year, the Häagen-Dazs brand showed their honey bee appreciation by bringing back a classic limited edition Häagen-Dazs ice cream flavor combination, vanilla and honey. Due to enormous consumer support Häagen-DazsLimited Edition Vanilla Honey Bee ice cream is now a permanent member of the Häagen-Dazs flavor line up.A portion of the proceeds from each container of Vanilla Honey Bee and other bee-built flavors
- More and more we are seeing fundraisers incorporate Retweet This Message or Use This HashTag to leverage donations from a corporate sponsor or to simply spread the fundraising message from friend to friend. This transition began a year ago as Twitter came into its own as a charitable gift spreader. (See my Twitter Fundraising Timeline.) We've also seen some versions of Twitter fundraisers not do too well - take for example this follow me Twitter and I'll donate a dollar to a charity or applications that integrated donation engines in Tweets.TwitCause, a service not unlike the popular fundraising application Causes on Facebook, only built on top of Twitter has been implementing some new interesting twists on click fundraising on Twitter. As a basic service, TwitCause will find a cause to support (partially based on community feedback) and use Twitter to drive awareness for it. They also ask that you donate some money. Here's an example of a campaign to raise money on TwitCause for honeybee research. The fundraising campaign added some extra buzz, a sponsor, Ice cream maker Häagen-Dazs, willing to pay for any Twitter user who tweets out the support for the cause. The sponsorship worked liked this: Häagen-Dazs was offering to donate $1 per tweet for the first 500 people that tweet everyday with the hashtag #HelpHoneyBees. The money was donated to UC Davis research project to further look into Colony Collapse Disorder, as well as help fund the Häagen-Dazs Honey Bee Haven, which aims to teach people about how to create their own honeybee farms. I got some of the back story form Julio Vasconcellos, VP for Business Development, for the Experience Project which operates TwitCause. "I think the #HelpHoneyBeeshashtag campaign was very effective and helpedraise $7k for the honey bee research as well as get Häagen-Dazs some great exposure around the contributions they've been making to the cause (and of course, to their brand)."For those that want the numbers:6,818 tweets sent out during the official week (several more before) by 3,294 unique TwitterersTotal followers reached was slightly over 5MM (these are non-unique followers, basically a sum of all the followers of each of those 3kTwitterers)Total Twitter impressions generated 12.4MM (here an "Twitter impression" is anytime a follower is presented with a tweet - if I have 100 followers and tweet twice, that's 200 "Twitter impressions")Häagen-Dazs donated $7,000 to UC Davis for research into colony collapse disorder which is afflicting honey bee populationsParticipation from some celebrities and notables Vasconcellos predicts that we'll be seeing more and more sponsored tweet programs of all shapes and sizes. There are already a number of active causes on TwitCause. And some are building their own Twitter Fundraising Drive pages for sponsored Tweet Campaigns. Here's one to benefit Make A Wish Foundation, each tweet will drive a 5 cent donation from LeapFish to raise $10,000 to send a sick child to Disneyland. That's 200,000 tweets which compared to these other efforts seems like an ambitious goal. I hope they make it for Jacob's sake or if not I hope they just donate the money anyway.
- Kami Huyse
- http://beth.typepad.com/beths_blog/2009/12/charities-cry-foul-on-chase-facebook-charitable-giving-contest.html