Nonprofits Benefit From New "Pause to Support a Cause" Campaign That Ties Donation to Research Participation
Chief Marketing Officer (CMO) Council Leads Corporate Initiative to Raise Funds for Global Charities By Making Contributions on Behalf of Individual Respondents Completing
September 15, 2009
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A dedicated campaign web site is now live at www.surveyforgood.org. Major social media networks and portals have committed to support and promote the groundbreaking campaign to enhance corporate giving and social impact programs. Three important, back-end panel registration/selection, cause verification and donation processing partners – Peanut Labs, Charity Navigator, and Network for Good – will enable global execution, compliance, visibility, transparency and scalability. Zooppa.com, the leading social network for creators of user-generated advertising, will spearhead public service campaign development with an online competition to its 42,000-member community to produce ads, videos, banners and rich media messages. Participating media partners will run these in online, print, electronic and outdoor channels.
“The Pause to Support a Cause model will be driven by word-of-mouth in social networks and non-profit communities where members can talk up this innovative way to fund raise,” stated Patricia Goldman, Chief Marketing Officer of March of Dimes, one of the non-profit advocates of the program. “Its real power lies in enabling people do something for a cause which they specifically care about with minimal time, effort and no out-of-pocket expense.”
Each supporting company or market research firm will design their studies, create their survey instruments, and specify which audiences they would like to target and engage. The nature of the research, type of respondent and length of the questionnaire will determine how much is donated to the cause. Panelists will need to go online to www.surveyforgood.org to opt-in to the program, profile themselves, and specify what topics and frequency of research they are willing to undertake. They will also be able to specify their favorite causes where donations will be directed based on survey completions.
“Pause to Support a Cause will also resonate with more difficult-to-reach consumers and research audiences and will give non-profit partners a simple and effective way to increase their visibility, attract additional funding, and connect with new donors and contributors,” noted Edward G. Martin of The Hershey Company, who leads the campaign as a senior fellow of the CMO Council. “We are confident that Pause to Support a Cause will be rapidly embraced by the business and non-profit communities because it connects people to causes for which they have great passion.”
The CMO Council advocacy program will embrace a global coalition of top marketing decision makers, marketing research professionals, and non-profit organizations to aggregate and involve millions of consumers in research undertakings that raise significant levels of new funding for those in need and entities at risk. Corporate advisors, supporters and underwriters include The Hershey Company, Procter & Gamble, Ford, Farmers Insurance, MTV, AmFam, Ipsos, Lieberman, Think Vehicles, and AOL, among others.
About the CMO Council:
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 4,500 members control more than $150 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and it's strategic interest communities include over 12,000 global executives across 90 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Brand Management Institute, and the Forum to Advance the Mobile Experience (FAME). www.cmocouncil.org
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