Posts Tagged ‘fundraising’

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?!?

Creating donor scepticism – Haiti one year later

Thursday, March 3rd, 2011

As I watched the news leading up to, during and after the one-year anniversary of the tragic earthquake in Haiti, I had to wonder if what we were seeing – the sheer lack of progress – would trigger donor scepticism in the future.  When the earthquake hit, there was a massive outpouring of financial support from around the world – from individuals, companies, NGOs and governments alike.  

But, from what we’ve been seeing and hearing, the money just isn’t getting there, and the important re-building work is therefore not happening.  This is reinforced in pretty much every news report or photograph that we see.  This is bad enough, but is it also creating donor sceptism as a result?

It makes me wonder whether what’s happened in Haiti with relief money will cast a negative shadow on the sector, and cause people to think twice about donating the next time around – to the next disaster relief effort.  It’s really unfortunate, but the fact that the money doesn’t get through – or doesn’t appear to get through (or quickly enough) – could well make a sceptic out of anyone.  And sadly, the only ones who suffer are those who fall victim to the disaster, and who desperately need that money to be donated. 

I have to wonder if anyone is thinking about the far-reaching effects of this “lack of progress” – and of the media coverage which is simply fuelling the fire.  I don’t like to think that I’m a sceptic, but it sure makes me wonder about what happens to the money we donate – this time, and the next time it comes for me to think about donating to a disaster relief effort.  Will I think twice about it?  And will others do the same?

Volunteerism gets a nod and a boost from the media

Friday, December 17th, 2010

As someone who has previouslycriticized the media in my blog Making vs. Reporting the News I’m now going to eat my words (a bit), but for a good cause!

After following the CNN Heroes (U.S.) and the CBC’s Canada’s Champions of Change (Canada), both initiatives which highlight and acknowledge individuals who have made significant contributions through their volunteerism, I’m now prepared to say that this sort of  making vs. reporting the news is wonderful to see…when it’s for a good cause. 

It is in fact very refreshing to see these media outlets deviate somewhat from their core focus of reporting on the news, to arguably do good by building awareness of the importance of volunteerism.  That they’ve both engaged the broader community by inviting nominations and voting, is even more powerful.  Hopefully this will not only heighten awareness for the role of volunteerism, but encourage others to volunteer, as well as spur additional donations to various causes. 

You could also argue that from a branding perspective, these initiatives are certainly helping to build the brand for volunteerism! 

What do you think about CNN’s Heroes and the CBC’s Champions of Change?  Is this altruism or just another programming angle to help boost their numbers?