Archive for the ‘Marketing’ Category

Corporate social responsibility and cost of fundraising

Friday, July 29th, 2011

I was intrigued when I noticed ads for the Ride to Conquer Cancer during the Tour de France coverage – not because they were for an event over 11 months away, but because the event name had changed to reflect a national title sponsor, namely Enbridge.  The event is now called Enbridge Ride to Conquer Cancer.

While this is not unusual – we see it with sports venues and other fundraising events – it struck me because it has become such a well-known event that has built equity in its name and its brand.  And now it is going to share that with a title sponsor.  

From a fundraising perspective presumably this means that more sponsorship dollars will go to cover event costs – and thereby increase the percentage of fundraising dollars that actually go to the cause.  The cost of fundraising goes down, which is a “win” for the event, and more importantly, the cause.  

From an exposure perspective, Enbridge probably has more to gain from this than The Ride to Conquer Cancer, particularly as relates to Enbridge’s reputation in the area of corporate social responsibility.   Presumably Enbridge will also help to extend the marketing efforts for the event, resulting in a “win:win” for both sides. 

Kudos to Ride to Conquer Cancer for being flexible with their brand and kudos to Enbridge for rallying behind an important cause. 

I bet you never thought you’d see corporate social responsibility connected with cost of fundraising?!?

The lost art of thank you

Friday, July 22nd, 2011

I got to thinking recently that making the effort to thank people seems to have gone by the wayside.  Are we too busy?  Do we take things for granted?  Do we simply not care enough to take a moment to say thank you?  Those two words – or a gesture while driving – can get a lot of mileage and yield a lot of good will, yet we often don’t think or take the time to utter them.  

It doesn’t take a lot of time or effort to say “thank you”, but it sure can have a big pay-off.  Think about it and how much it can mean to the recipient, whether a dinner party host, a fellow driver, a donor – the list goes on. 

Do you always take the time to say thank you?

Success and confidence

Friday, July 15th, 2011

I recently ran a 5km race with my then 5 year-old grand daughter – her first race ever.  She was the youngest racer (and she got a lot of attention because of her young age!). 

It was a very special experience, for both of us.  She wanted to do the Toronto Women’s 5km race with her Granny Annie, while her Mom did the half marathon.  She trained for the “race” – as well as a 5 year old can – building her stamina, and her confidence.  On race day she was in awe of everything around her, soaking it all in.  She was also thrilled by the chocolate she got at the chocolate station, as well as her finisher’s medal!  We ran (and walked occasionally, understandably) a respectable time, crossing the finish line with our arms in the air and smiles on our faces.  It was a positive experience for her from start to finish:  she started the race feeling confident that she could do it, but finished with even greater confidence because she had in fact completed the race – achieving her own personal success.  When asked by someone if she would do it again, she said yes, but probably the half marathon the next time!  I chuckled at her response, in part because she really had no idea of how long a half marathon is (especially compared to a 5km race), but also because she was already setting her next goal – a stretch one at that – based on her success and the confidence it had given her to feel like she could aim higher. 

We are constantly learning from kids – that is, if we’re open to it!  In this case, I learned about how confidence can lead to success – and how success can build confidence – and how both can lead to setting bigger goals (and achieving them).  

What have you learned lately from a 5 year old?