Adding a Charitable Component to Your Business: A #CMWorld Chat with Pam Kozelka

Capture-3Tying your business to a cause can have benefits not only for the cause but for your business as well. Last week, we were joined by our very own Pam Kozelka. Pam not only manages the day-to-day operations at CMI, but she also is the founder and executive director of The Orange Effect Foundation.

You can learn more about The Orange Effect Foundation, which is a charity focused on empowering children and young adults with speech disorders to effectively communicate through therapy, education, research and technology resources.

And speaking of Pam, the CMI team and our entire community is looking forward to seeing you at Content Marketing World 2016. Registration is now open, if you can believe it! The best rates are available now through December 31, 2015. Register your team today!

Q1: Do brands need a cause? Why do you think so? #CMWorld

Don’t miss this! @CMIContent Be here every Tuesday at noon ET for our #CMWorld chats! Upcoming schedule: http://cmi.media/twitterchats #cmworld

@ideakid88

A1 Similar to being a well-rounded person, being a well-rounded brand should include some form of giving back in my opinion! #cmworld

@pamkozelka

@aeshori @Robert_Rose 1 sec less than goldfish #CMWorld

@varunkr842

A1: A brand is more than a product/service. Affinity & equity come from the people within & their individual & collective beliefs. #CMWorld

@Mr_McFly

A1: Smart #brands know that connecting with their #audience’s passions can set them apart, build #trust and loyalty. #CMWorld

@mikemyers614

A1: I think that it can be helpful for brands to have a cause if it can combine with their overall mission. #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@MarisaH92

@CMIContent A1: What’s a brand without a cause? The cause is what drives motivation, determination, and fulfillment. #cmworld

@AskObrella

A1: Yes, 100%. Making a dollar without making a difference is unfulfilling. #CMWorld

@cavejordans

@CMIContent A1: They don’t need one, but it can help humanize your organization to align yourself with something you care about #CMWorld

@atxcopywriter

A1: Need? No. Some brands won’t have causes that make sense. Most brands could do with one though. #CMWorld

@MusicAdamT

A1: An audience makes decisions based on emotion, not facts. Having a purpose is a competitive advantage. #cmworld

@JoePulizzi

MT @pamkozelka A1 Similar to being a well-rounded person, being a well-rounded brand should include some form of giving back! #cmworld

@dpmichel

 

A1: Brands utilizing #socialgood promote an organic nature that caters to this gen. Consumers want brands with humanity #CMWorld

@complexkickz

@atxcopywriter Love this answer! Suddenly a brand becomes personable rather than a robot that wants to sell stuff. #CMWorld

@MarisaH92

A1. I don’t think brands need a cause, but I think it helps & it shows a personal side to a company and what they stand for. #CMWorld

@NRPersaud

A1 Yes, brands need a cause because they connect with customers based on shared values. It’s fundamental. #CMWorld #contentmarketing

@JulieY

A1 community member in good standing, it is wise for brands to support a cause. Add meaning to business #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@SocialMichelleR

A1: I think if causes dovetail nicely with a brand, then yes. Ex. @petsmart or @Petco & animal rescues! #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@suddenlyfrugal

A1: Brands don’t *need* a cause, but a sense of purpose can gather/mobilize employees and customers to do great things #CMWorld

@billcush

A1: People need a cause. People are what make brands great. Therefore, brands should have a cause. #CMWorld #GivingTuesday

@cmcphillips

A1 Ppl want to support more than just a good brand, they want a good COMPANY Aligning w/ cause allows consumers to give w/ purchase #cmworld

@LUCYrk78

A1: If the cause aligns with the #brand’s mission, it can build loyalty and respect from consumers #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@WashingtonianCM

#Brands need a #vision and a #mission and part of that mission need to include “Betterment of” #CMWorld

@T4Leonard

A1) Brands don’t need a cause but being really committed to one reveals their H2H factor. #cmworld

@ideakid88

A1 If a biz supports a cause authentically, and it’s not forced, then there is only good that comes from that. #cmworld

@martinlieberman

A1 Yes, #Brands need a cause to help community and build trust w/it’s customers #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@varunkr842

A1: YES! More than ever customers & employees want 2 know how companies are making the world a better place #cmworld https://twitter.com/CMIContent/status/671736819315183617

@MaureenOnPoint

A1: Whether it’s a 1 time volunteer event, or a recurring donation, brands have a responsibility to help. #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@ToddPatton

@mikemyers614 @CMIContent Great point, Mike. Loyalty and trust is the strongest way to build a brand family. #cmworld

@AskObrella

@mikemyers614 OOOOH stern! I like that. hahaha #CMWorld

@MaureenOnPoint

@mikemyers614 Makes customers feel better about spending their $$ if some part of it’s going to a good cause #CMWorld

@atxcopywriter

A1: I like to see when brands are focused on more than just profits…those that have a purpose & improve lives in some way. #cmworld

@LaToyaReports

A1: Brands do need a cause because it gives employees & customers reason to care and support you #cmworld

@MarketerGizmo

A1. Dislike “manufactured” ideas of a “cause” for brands. But definitely contributing to greater good (beyond shareholders) is good #cmworld

@jgombita

@CMIContent A1: A cause helps drive your message and helps the audience connect with your goals! #cmworld

@WhitneySanchez3

A1: On social it’s vital to be human. Socially, brands must connect to their community. Supporting a cause creates the connection #CMWorld

@village_print

Good point about employee engagement here… #CMWorld https://twitter.com/MaureenOnPoint/status/671737541658218497

@mikemyers614

A1: A cause gives your staff internal gratification and lets your customers see your compassion and passion in action. #CMWorld

@webmastergirl

A1) I think brands need a core purpose, and any cause that aligns with that will naturally be a partner. #cmworld https://twitter.com/CMIContent/status/671736819315183617

@Serious_Vanity

A1 Younger consumers want more than stuff. They want stuff that MEANS something #CMWorld

@SocialMichelleR

Do brands need a cause? 👇 #CMWorld https://twitter.com/atxcopywriter/status/671737264754397184

@CrowdContent

A1: A brand’s cause can also influence a customer who is at a tipping point in the decision to purchase #cmworld

@MarketerGizmo

A1 side note: Can you name a brand where a cause would seem incongruous? #CMWorld

@MusicAdamT

My fave content client was @LibertyMutual Responsibility Project; wrote profiles of good causes for the site. Miss it! #CMWorld

@suddenlyfrugal

@cparizo

A1: As a brand, supporting a cause is a great way to express your passions without saying a word. #CMWorld #Branding

@dswebsme

A1) I agree with what others have said. People want to know why you do what you do, so purpose and focus is important. #CMWorld

@js_mack

#cmworld I love this answer!!! @pamkozelka https://twitter.com/pamkozelka/status/671736980305260544

@WhitneySanchez3

I agree! When a company has giving back as pet of their mission, I’m more likely to want to support them #CMWorld https://twitter.com/latoyareports/status/671737654120181761

@LUCYrk78

@MaureenOnPoint engaging employees is one of many benefits to having a cause! #CMWorld

@CMIContent

A1 Yes! Brands need a cause b/c employees and customers alike want to know how companies are making the world a better place #CMWorld

@Flare_Agency

@suddenlyfrugal @LibertyMutual That was good…wonder why they stopped? #CMWorld

@mikemyers614

A1 Brands that partner with a cause are able to build trust and corporate integrity with their customers. #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@kkopacz1

A1: Certainly brands should support a cause w authenticity. On the other hand, if the cause benefits, who cares the reason #CMWorld

@billcush

@pamkozelka I think it contributes, in a marketing way, to being genuine and authentic as a brand #CMWorld

@MaureenOnPoint

A1 Increasingly, consumers want to support brands that also do good. @warbyparker @toms, for example. #cmworld

@martinlieberman

A1: I think all brands start off as a cause. As they evolve they sometimes lose sight of what they stand for #CMWorld

@michaelkinney

@CMIContent A1: ‘Need’ negates authenticity. Brands should strive to have a cause, but only if it’s natural. #CMWorld

@sarahsmall

A1: Cause’s may not be necessary but they instill a sense of purpose for the staff as well as customers. #CMWorld

@billgreider

@CMIContent A1: “People don’t buy what you do, they buy why you do it.” #CMWorld

@meetpacific

@MarisaH92 Which is so important! Brands should feel like they’re made up of human people (you know, like they are) #CMWorld

@atxcopywriter

A1 #Brand need a Cause to Support it. It will help to establish itself #socially & Connect with People #emotionally #cmworld

@pipalwa

@sarahsmall True, to a point, but really if a co has a mission, they likely have a cause that can be aligned to that mission. #CMWorld

@MaureenOnPoint

@MaureenOnPoint Agreed – and you should have helped write the questions for the chat! #comingsoon #cmworld

@pamkozelka

Q2: How do brands find a cause to support with differing interests from team members? #CMWorld

Agency I worked with lost the project @mikemyers614 @LibertyMutual (Hey, LM, I’m still available if you re-up blog!) #CMWorld

@suddenlyfrugal

@atxcopywriter Exactly! People connect so much more that way. It even helps company culture. #CMWorld

@MarisaH92

When brands align w a cause, BOTH benefit, just as any brand partnership with a for-profit brand – messages amplified, bigger reach #cmworld

@LUCYrk78

.@CMIContent Brand Guru #BrandingPays says: define core values, and bring them out into the world to be of service. #CMWorld #GivingTuesday

@SFenthusiast

A1: Brands don’t need a cause, they should utilize #socialgood all the time. Be more giving. #cmworld #GivingTuesday

@complexkickz

A1 Add: Reco to read Henry Mintzberg, Robert Simons& Kunal Basu’s EPIC “Beyond Selfishness” http://ow.ly/VkOsV #cmworld #GivingTuesday

@jgombita

A1 Brands don’t need one but should give to a cause that aligns with theirs and their audience’s values. #CMWorld @CMIContent

@hannahgreercook

@JulieY But sometimes you have to worry about ostracizing those who don’t share your values (Chik fil a comes to mind) #CMWorld

@atxcopywriter

A2: Find one that aligns with the company’s mission statement. If you work there, you agree w/ the mission. #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@MarisaH92

A1) I think it’s also important to employees. I love that OtterBox has Otter Cares – supporting education for kids. #CMWorld

@js_mack

@ideakid88 @martinlieberman *cough* anything the NFL does *cough* accepting money for “military tributes” *cough* pinkwashing #CMWorld

@MusicAdamT

A1: Causes helps encourage staff to be brand ambassadors and resonates w/ emotions, pushing customers to share why they support you. #CMWorld

@billgreider

A1) Giving back is good business; must be authentic & should align w/the core values of the company. #CMWorld

@pamelamuldoon

@CMIContent A2: It doesn’t have to be just one cause. Many companies have their hands in multiple cookies jars. #cmworld #morethemerrier

@AskObrella

A2 For a small biz allowing team members to have input into the company charitable donations is great way to engage/ boost morale! #cmworld

@pamkozelka

A2 #Brands can choose cause, which will satisfy emotional needs of it’s customers #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@varunkr842

A2: This is a reason why company #culture is SO important. It is much harder to support a cause without complete internal buy-in. #CMWorld

@Mr_McFly

A2: Employees are important, for sure, but #brands need to find a cause their #audience is passionate about. #shocker #brokenrecord #CMWorld

@mikemyers614

A2 id say it’s more important for brands to choose charities most important to their consumers, than staff #CMWorld https://twitter.com/cmicontent/status/671738289108357120

@LUCYrk78

A2: I don’t understand the question, @CMIContent #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@suddenlyfrugal

@mikemyers614 we’ve missed that record lol #cmworld

@CMIContent

@CMIContent A2 at Schwab, we had a company-wide volunteer day and worked with @VolunteerMatch to provide a wide range of projects. #CMworld

@SFerika

A brand’s cause should align with the mission and vision of a company to build the larger brand #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@MaureenOnPoint

A1. Brands don’t “need” a cause, but having a greater purpose to do good elevates the brand & builds a greater connection #CMWorld

@Earlylightbalt

A2: Find the cause that most correlates with your team. Some causes may hit at home and others might be universal. #cmworld

@village_print

 

A2. I think brands need to either find a cause that is relevant to their business or that gives back locally. Who can argue then? #CMWorld

@NRPersaud

A2 For large #brands having way employees can get donations to their charity of choice is awesome like match program #givingtuesday #cmworld

@pamkozelka

I think it helps people connect more with brands that promote worthy causes not just themselves #CMWorld http://twitter.com/CMIContent/status/671736819315183617

@KDADouglas

Helping spread awareness alongside your brand to employees, clients and partners will help others become charitable as well #CMWorld

@Flare_Agency

@CMIContent A2: Finding common ground and being mindful of the meaning behind adopting a cause #CMWorld

@SocialbyDef

Nicely said, @meetpacific. People also notice what a co SAYS it is going to DO versus what it actually does #cmworld https://twitter.com/meetpacific/status/671738175912415232

@jgombita

Or, in the absence of these, a cause can help define them. #CMWorld https://twitter.com/MaureenOnPoint/status/671738746899828736

@mikemyers614

A1: If a brand is seeking sustainability, they need deliver what they promise & make adding/creating value their cause. #cmworld

@eksays

@sarahsmall You’re right. Do it because it’s the right thing, not because there’s an expectation. #CMWorld

@MaureenOnPoint

@suddenlyfrugal with employee interests, stakeholder interests, etc, how can brands choose a cause to support? #cmworld

@CMIContent

@MusicAdamT @ideakid88 You said it! #cmworld

@martinlieberman

A2: Stay away from politics? Choose something that won’t be divisive, at least. #CMWorld

@MusicAdamT

A2: Brands should find a cause that mirrors the mission statement #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@WashingtonianCM

A2: @CMIContent You don’t have to limit to a single cause, find multiple that align with your team culture/values #CMWorld

@amitykapadia

In a connected world, all brands need a societal purpose: https://www.linkedin.com/pulse/new-rules-branding-michael-rizzo?trkSplashRedir=true&forceNoSplash=true #CMWorld #GivingTuesday

@RizzoMB

A2: identify one that reflects the company’s core values. @CMIContent #CMWorld

@JS_insidepitch

Interesting Fact: 90% of Americans are more likely to trust brands that back social causes #CMWorld https://twitter.com/CMIContent/status/671736819315183617

@kkopacz1

A2: Set in stone your values & expectations & clearly communicate them to each new hire/employee. #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@ToddPatton

A1: More and more brands seeking out causes because they know they need to tell a story and they aren’t creative enough without #cmworld

@renepower

A2 Local is a great place to start. Once of the brands I worked with supported local food bank & schools #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@SocialMichelleR

@jgombita This is a good point! Easy for it to look inauthentic and just for appearance’s sake #CMWorld

@atxcopywriter

A1: I think it would help if “cause” is defined. I think most here think it’s a public service, but can it be something else? #cmworld

@ShakirahDawud

A2: If there is a founder involved, it’s easy. Otherwise, it could be picked based on some link to the brand or HQ location #CMWorld

@billcush

@MusicAdamT @martinlieberman That is exactly the type of unauthentic charity that we are tweeting about. #CMWorld

@ideakid88

A2 – don’t overthink this… causes come naturally to entrepreneurs – whether pulled in just landing on you. #cmworld

@T4Leonard

@CMIContent A2: Cause should match business mission, not teams. If cause is worthy, differing views will come together & support. #CMWorld

@sarahsmall

.@martinlieberman @ideakid88 Seriously, for the purpose of this chat, does any brand do causes worse than the NFL? #CMWorld

@MusicAdamT

A2: Brands just don’t need to support a cause, help the community do more nourishing activities. #cmworld

@complexkickz

Great point. Sometimes that philanthropic perspective IS the challenge they want to solve. Thinking Toms. #cmworld https://twitter.com/mikemyers614/status/671738879389626369

@MaureenOnPoint

@CMIContent A2 Brands should focus on doing the best for community (creating, helping and build) without looking at finance ROI #CMWorld

@katairobi

.@CMIContent A2. According to #BrandingPays: Align common core values, and go from there. I should’ve got @KarenKang to be here #CMWorld

@SFenthusiast

I agree with those that say audience first, employees second @CMIContent (unless they are CSR-focused) #CMWorld

@suddenlyfrugal

A1: Also causes create passion and passion always provokes action of some kind. It’s a powerful foundation for communication #CMWorld

@KDADouglas

@ShakirahDawud That’s a great point. I was kind of wondering about that too. #CMWorld

@MarisaH92

A1 cont: People don’t want relationships with brands – do they? So the brands are having to appear more humanistic #cmworld

@renepower

A2: I’m sure there are ways to have employees/customers choose their own…and maybe that’s the cause #CMWorld

@billcush

A2 Small local projects are also easier to accomplish for small companies #CMWorld

@SocialMichelleR

@McDanielWealth is looking forward to our partnership with @AllProDad. A fantastic organization to encourages fathers. #CMworld

@merwhite77

A2: Find causes that align with what your customers care about. What issues are important to them? #cmworld

@LaToyaReports

@CMIContent Don’t limit it to one cause, a lot of companies support different causes. Matching charitable donations for example. #CMWorld

@WhitneySanchez3

@SocialMichelleR Yes! This is one of the clichés about millennial’s that rings true to me #CMWorld

@atxcopywriter

 

@AskObrella many co’s “give back” to communities by allowing staff paid days off to volunteer @ charity/NGO that means most to them #cmworld

@jgombita

A2) Why not let them each take the lead, and see where the team best fits? #cmworld https://twitter.com/CMIContent/status/671738289108357120

@Serious_Vanity

A1 #Brand should support cause, But don’t Play with the Emotions attached to it #cmworld

@pipalwa

You’re absolutely right. Cause-washing is the WORST. #CMWorld https://twitter.com/sarahsmall/status/671739215525388288

@MaureenOnPoint

@CMIContent A2 Branda should find the passion in that cause that’s aligned with the brand anatomy #CMWorld

@katairobi

@ToddPatton @CMIContent I couldn’t agree more, Todd! Creating company priorities is a major key to success. #cmworld

@wb_mase

A2) It needs to be something that aligns with the company’s values, mission, and values. #CMWorld

@js_mack

A1 Not mandatory, esp for new/struggling businesses, but a great way for every brand to give back, pay it forward, fans love it. #CMWorld

@MarkoIrun

A2. A cause needs to be authentic to the brand’s DNA, not just the interest of team members #CMWorld

@Earlylightbalt

We love the passion for #socialgood we see today. The chat is moving quickly! #GivingTuesday #cmworld

@CMIContent

Couldn’t agree more #CMWorld http://twitter.com/sarahsmall/status/671738039887110144

@KDADouglas

Think about @BankofAmerica Museums on Us or @target + education–all resonates with customer (or at least with me as customer) #CMWorld

@suddenlyfrugal

@renepower they don’t? I love relationships with small brands and would love big brands to have a relationship with me. #CMWorld

@JS_insidepitch

 

A2) Depends on the management. Some believe in choice for the team and for some it is a top down decision. #cmworld

@ideakid88

A2: As a team you should be able to collaborate and find common ground. If not, you already have bigger problems 😉 #CMWorld

@dswebsme

A2: @ToddPatton @CMIContent In the world of transparency, there is no if, there is no but. Say what you mean, mean what you say. #CMWorld

@eksays

@MusicAdamT Yep. With gas companies promote their environmental efforts #CMWorld

@atxcopywriter

@MusicAdamT @ideakid88 Trying to think of one. Drawing a blank. #cmworld

@martinlieberman

 

 

@atxcopywriter @MusicAdamT *air quotes* #CMWorld

@mikemyers614

MT @renepower: A1: More brands seeking out causes bc they know they need to tell a story and they aren’t creative enough without #cmworld

@ShakirahDawud

 

A2 Brands should find a cause that aligns with their mission statement. Customers expect brand consistency #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@kkopacz1

.@CMIContent :)->Yay! #CMWorld #GivingTuesday #OrangeEffect

@SFenthusiast

Pushing #socialgood is how brands show their human side on social media. #CMWorld #GivingTuesday

@complexkickz

@atxcopywriter exactly. For example, if Volkswagen suddenly supported organizations involved in preventing climate change…. #CMWorld

@jgombita

Q3: If brands support a cause, does there need to be a natural tie-in to business goals/missions? #CMWorld

@jgombita @AskObrella Judy – that’s a great policy! #CMWorld

@CrowdContent

Greetings #CMWorld. A2) Brands can find a local cause to support or one that they feel greatly about. #business #charity

@Alvomedia1

A1: When a brand gives back, it lets customers know that it is trying to make the world a better place and gives the brand humanity #CMWorld

@BrandLoveLLC

@mikemyers614 @atxcopywriter That definitely seems to be self-serving, which is never charitable. #CMWorld

@MusicAdamT

A3: I think it does. I you believe in your mission, you can use it to help your cause. #CMWorld https://twitter.com/CMIContent/status/671739806632644610

@MarisaH92

Is now the right time to say how much I love the way @orangeeffect was introduced and its message/tie-in to CMI? 🙂 #cmworld

@martinlieberman

A2 Established #Brands should focus on Causes which relate to mass Population. Choose a Cause, Which impact #society #cmworld

@pipalwa

@martinlieberman @orangeeffect it’s ALWAYS a good time for that 🙂 #cmworld

@CMIContent

A3 “Need” probably no. But helpful yes. Easier for retail companies like @TOMS or @BOMBAS buy pair they donate pair. #cmworld

@pamkozelka

A2: Brands should find causes with commonality with their own ops and values – interest, location etc … 1/2 #cmworld

@renepower

A2: Even though there are different personalities, you can still agree on supporting one mission #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@meetpacific

A2: @kkopacz1 Very well said! Consistency is the keyword here. #CMWorld

@thinkwall

A3. Depends on the offerings, culture and size of the organization. For a startup, cause could be dear to a founder’s heart. #cmworld

@jgombita

@CMIContent A2: There are ways to support more than one. Matching employee contributions, for instance #CMWorld

@atxcopywriter

A3) Without question. It should serve the larger vision. From both a co. persp. and a mktg perspective. #cmworld https://twitter.com/CMIContent/status/671739806632644610

@MaureenOnPoint

A2: Find a cause that resonates with your audience or with your mission. Individuals can still also support their own interests. #CMWorld

@cmcphillips

 

@CMIContent There does. But it doesn’t have to be direct. Even if it’s anecdotal, it still promotes your brand. #CMWorld

@Matt_Gerrish

A3: It should be natural. Nothing should seem forced. @CMIContent #CMWorld

@JS_insidepitch

A3 For the most part, yes. Easier to incorporate into culture and storytelling #CMWorld https://twitter.com/CMIContent/status/671739806632644610

@SocialMichelleR

@CMIContent A3: It can work for some brands, but I don’t think it’s a “need”. As long as it’s a positive cause, it means something. #cmworld

@AskObrella

A3: No. There may be in many cases, but #brands that force it won’t be successful. #CMWorld

@mikemyers614

A3: @CMIContent Not necessarily to business goals/mission but a fit with culture and company values #CMWorld

@amitykapadia

A3 Need – No. However, it’s ideal if there is a natural tie-in to support business goals/mission. #CMWorld https://twitter.com/CMIContent/status/671739806632644610

@kkopacz1

A1: What’s important when brands support a cause is a natural alignment of values. Your mission and vision can differ. #CMWorld

@darcyschuller

A3: A connection to biz goals & missions helps, however, a connection to the #brand’s beliefs is a key. That’s what brands are for. #CMWorld

@Mr_McFly

A3 yes, they need to be associated with core values of #Brands for a clear objective #CMWorld https://twitter.com/CMIContent/status/671739806632644610

@varunkr842

A3: Everything a brand does should be in alignment with its mission statement. This includes causes they support. #cmworld

@MarketerGizmo

@MusicAdamT @martinlieberman There are more than a few and this is why corporate social responsibility is distrusted. #cmworld

@ideakid88

@jgombita Then it serves the top dog and not the company first… I worry that the alignment dilutes the brand. #cmworld

@MaureenOnPoint

.@WhitneySanchez3 We’re super lucky. Every employee gets paid volunteer time and lots of other opportunities to give back. #CMWorld

@js_mack

A2: Completely agree Rachel. Supporting multiple causes opens doors to entirely new audiences. #cmworld @AskObrella @CMIContent

@dswebsme

A2 #cmworld And brands should rotate causes supported, monthly, quarterly or annually with staff nominating/picking #cmworld 2/2

@renepower

A3: Having a correlation with the business and the cause further validates the brands ability to become a thought leader. #cmworld

@village_print

@CrowdContent that policy is very respectful of what matters most to each staff member, rather than a blanket choice! @AskObrella #CMWorld

@jgombita

@JS_insidepitch @CMIContent Exactly. If you’re too in-your-face about it, audiences will see right through your ruse. #CMWorld

@Matt_Gerrish

A3 the closer aligned the charity the more both the brand and the cause benefit from the relationship #CMWorld

@SocialMichelleR

A3: What’s important when brands support a cause is a natural alignment of values. Your mission and vision can differ. #CMWorld

@darcyschuller

A3. I think it’s better when there is a tie-in between the business & the cause- whether it’s relevant or supporting a local cause. #CMWorld

@NRPersaud

@CMIContent A3: It’s not a “need”, but it’s a great way to highlight company values, standards, and initiatives. #cmworld

@wb_mase

A3: Your goals & mission are the absolute core of your business, everything you do should align. #CMWorld https://twitter.com/CMIContent/status/671739806632644610

@ToddPatton

@dswebsme @AskObrella Oooh, that’s a good point. I love that. #cmworld

@MaureenOnPoint

.@CMIContent A3. #BrandingPays says: Our core values ought to resonate within ourselves, and in everything we do. #CMWorld #GiviingTuesday

@SFenthusiast

A2: Always begin with listening to your customers & see what they expect you to do for them. Then look for a cause to support. #CMWorld

@thinkwall

A bit of a tree falling in forest dilemma…but likely the most heartfelt giving efforts are those that companies don’t publicize. #CMWorld

@dailysuitcase

Viral is sometimes good. Remarkable is always good. What is your goal? #CMWorld @CMIContent

@aeshori

@CMIContent A3: There needs to be a tie else you look like you’ve picked from a hat. That can be mission, or can be brand story. #CMWorld

@sarahsmall

@CMIContent A3: While a direct tie-in would be ideal, it does not have to exist for the support to be genuine. #CMWorld

@SocialbyDef

Q3: If brands support a cause, does there need to be a natural tie-in to business goals/missions? #CMWorld

@renepower

A3: Finding a cause that fits can be a natural extension of your brand. Regardless, you need a story to justify your connection. #CMWorld

@michaelkinney

First time hearing this phrase. Ouch. MT @MaureenOnPoint: Cause-washing is the WORST. #CMWorld https://twitter.com/sarahsmall/status/671739215525388288

@ShakirahDawud

a3 – ummm YES #cmworld

@T4Leonard

A3 If the support of a cause is authentic, then that IS the natural tie-in. It’s part of the biz’s DNA to do good. #cmworld

@martinlieberman

A2: The cause it self should beyond individual interests and be focused on giving > getting. Think about #GivingTuseday #CMWorld

@MarkoIrun

Maybe this is the iceberg principle. 20% public contrib. 80% under the radar do-gooding? #CMWorld https://twitter.com/dailysuitcase/status/671740400424624128

@MaureenOnPoint

A3 Supporting cause will help Market the #CSR Activity of the Company and it turn keep Org Mission & Values intact #cmworld

@pipalwa

Great ideas! #CMWorld #GivingTuesday https://twitter.com/pamkozelka/status/671738608886378496

@cmcphillips

Love your remarks today, Mr. Patton! You seem highly passionate about your work environment. #respect #cmworld https://twitter.com/ToddPatton/status/671740319424118784

@AskObrella

@CMIContent A3: Not necessarily, but it could help your team unite behind the cause more easily. #CMWorld

@meetpacific

A3: Sometimes the cause can overlap into all brands. A message so powerful it must be shared. #cmworld

@complexkickz

@NRPersaud Ooh! A local focus is smart. Especially if it’s a business that serves the local community specifically #CMWorld

@atxcopywriter

A3 brand like @Target include right in your account how much going to school you select #smart HT @amandasubler #cmworld

@pamkozelka

@MaureenOnPoint say depends on “culture” of organization. Many want to work for startups b/c they admire founder. Ex @charitywater #cmworld

@jgombita

A3: Brands and causes – it needs to feel authentic and real. Should be some tie-in to corporate goals, values or it just won’t #cmworld

@renepower

A3: There doesn’t have to be a natural connection between the cause & the products – it only has to be real and meaningful #cmworld

@JoePulizzi

@darcyschuller Excellent. It is all about the brand being true to the values they stand for. (Ie. Chick-Fil-A) #CMWorld

@kkopacz1

A3 Charitable causes should be aligned with brand missions but at the end of the day, charitable giving is still great #CMWorld

@Flare_Agency

@Matt_Gerrish @CMIContent yeah Matt, it has to be authentic. #CMWorld

@JS_insidepitch

A3: No. In fact, at times, it’s better if it doesn’t. #CMWorld

@MusicAdamT

@atxcopywriter exactly! Also, what employee wouldn’t get on board with that? They presumably live there so it’s a win-win #CMWorld

@NRPersaud

A3. @SFenthusiast @CMIContent Exactly! We tend to support our community, customers & none customers. #CMWorld

@thinkwall

@jgombita @charitywater That feels like a big gamble… TO ME. #conservativerisktaker #cmworld

@MaureenOnPoint

@kkopacz1 What’s that stat from? #CMWorld

@atxcopywriter

Took the words right out of my mouth, Joe! #cmworld https://twitter.com/JoePulizzi/status/671740839987556352

@AskObrella

@JoePulizzi I guess the key issue is communicating that meaning & feeling to your consumers without a clear connection. #CMWorld

@sarahsmall

A3: It’s nice when it works out that way but certainly not essential. Supporting a cause should be a selfless effort! #CMWorld

@dswebsme

What @ToddPatton said! #CMWorld https://twitter.com/ToddPatton/status/671740319424118784

@Earlylightbalt

A1: Pro-social brands are inspiring. Altruism strengthens communities #CMWorld

@AlvoHippo

@darcyschuller This can be tricky depending on the brand you represent, too. In some cases, it’s best not to “take a stance” at all #CMWorld

@Matt_Gerrish

A3) Logical on some level. Think BP after the oil spill supporting conservation. It isn’t believable. #cmworld https://twitter.com/CMIContent/status/671739806632644610

@Serious_Vanity

@Earlylightbalt Thanks! #CMWorld

@ToddPatton

Yes! I once worked for a co. that shut down 1 day/year so every employee could volunteer–we chose where. #CMWorld https://twitter.com/atxcopywriter/status/671740075005181952

@MarciaRJohnston

@MusicAdamT what do you think is a case for it being better to be tied in? #cmworld

@CMIContent

@NFl actively promote causes such as, ALS that have little to do with their mission statement. A3 #CMWorld

@village_print

@ShakirahDawud I argue it could be about how you treat your employees. Like Facebook’s recent shift to more parental leave #CMWorld

@atxcopywriter

A3 YES! Brand score values & missions should be ingrained in all that they do, all partnerships they make… #cmworld

@LUCYrk78

@CMIContent Not necessarily. But it is a good opportunity to highlight your mission/values. #CMWorld

@WhitneySanchez3

A3: In a way, a brand’s mission needs to be accomplishing a cause. More respect will come from your fans if they are aligned. #CMWorld

@MarkoIrun

@NRPersaud @atxcopywriter I sorta like how one local Chick-fil-A supported an LGBT charity. #CMWorld http://www.huffingtonpost.com/2014/11/25/chick-fil-a-lgbt-fundraiser_n_6219006.html

@MusicAdamT

Q4: Can brands support multiple charities effectively? #CMWorld

.@CMIContent A3. Course it depends on whether we’re talking about #personalbranding / #corporatebranding #CMWorld #GivingTuesday

@SFenthusiast

A3 Simply wanting to help is as good a reason as any. No natural tie-in? Call your marketing department. They can help. #CMWorld

@cmcphillips

Agreed. #CMWorld https://twitter.com/MarkoIrun/status/671741270453329921

@MaureenOnPoint

@MarciaRJohnston love this idea. Not only monetary but generosity through time and talents. #cmworld

@CMIContent

Another example @MaureenOnPoint: @TheBodyShopUK founder Dame Anita Roddick. #cmworld

@jgombita

@MarciaRJohnston That’s fantastic. I understand the difficulty of doing this with larger companies, but I’d love to see more of it #CMWorld

@Matt_Gerrish

A3 YES! Brands core values & missions should be ingrained in all that they do, all partnerships they make… #cmworld

@LUCYrk78

What about biz whose mission includes giving portion of proceeds to good cause. Does that resonated well with customers? #CMWorld

@suddenlyfrugal

A3 A cause should fit with your mission AND company culture. It should make sense to employees & the rest of the world #CMWorld @CMIContent

@hannahgreercook

A3: If you say you’re going to give something for free, mean it, give it for free with no strings attached! #CMWorld

@thinkwall

A4: I think support of a #cause is a lot like #marketing…the more you focus, the more effective you can be. #CMWorld

@mikemyers614

@CMIContent A4: Easily! Every state has nonprofit associations that can help link your business with local charities. #cmworld #givetuesday

@AskObrella

A4: It’s easiest if the brand as a whole supports one but encourages employees to support theirs too. #CMWorld https://twitter.com/CMIContent/status/671741307635699712

@MarisaH92

A4 as long as they’re transparent about how they’re supporting them, what each party gets out of it #CMWorld https://twitter.com/cmicontent/status/671741307635699712

@LUCYrk78

.@CMIContent A4. If that’s your #brand, then yes. #CMWorld #GivningTuesday #OrangeEffect

@SFenthusiast

That’s putting money where the mouth is. @MarciaRJohnston @atxcopywriter #CMWorld

@dailysuitcase

A3: If you say you’re going to give something for free, mean it, give it for free with no strings attached. This is your cause! #CMWorld

@thinkwall

@CMIContent Well, for law, there’s Wills for Heroes, access to justice, etc. That’s 100% logical as a tie-in and not self-serving. #CMWorld

@MusicAdamT

 

@CMIContent A4: Yes, of course! Here’s an example: https://utahnonprofits.org/ #cmworld #GiveTuesday

@wb_mase

A4: As long as they are connected to the brand’s beliefs, yes. #CMWorld https://t.co/Lf1meUI6J2

@Mr_McFly

A4 I would hope brands can support multiple charities like they might support multiple products they sell if it fits w their goals! #cmworld

@pamkozelka

I feel like @dswebsme and @AskObrella mentioned how this was a great way to open up your market AND give. #CMWorld https://twitter.com/CMIContent/status/671741307635699712

@MaureenOnPoint

@CMIContent A2: I suppose it helps to find a cause that isn’t incredibly polarizing. Avoid the hot-button issues, if possible. #CMWorld

@Matt_Gerrish

A4: If a Brand has the resources and time to support multiple causes, yes. If they spread themselves to thin = no! #CMWorld

@darcyschuller

A4) Yes, as long as they don’t spread themselves too thin and try to do too many campaigns at once. Focus. #cmworld https://twitter.com/CMIContent/status/671741307635699712

@Serious_Vanity

I’d say absolutely, as long as the “good cause” was relevant to the brands audience #CMWorld https://twitter.com/suddenlyfrugal/status/671741441027149824

@LUCYrk78

A4: Supporting multiple charities is achievable but it’s not about quantity rather quality #CMworld

@village_print

A4: As long as the causes don’t contradict each other, many brands support multiple causes well #CMWorld

@WashingtonianCM

@CMIContent A4: Of course. Just look at how @BankofAmerica is supporting @FeedingAmerica & @RED: http://bit.ly/1TisZZy #CMWorld

@SocialbyDef

a4 -yes, but there are diminishing returns…. #cmworld

@T4Leonard

Go “Beyond Selfishness” @JoePulizzi! #cmworld<a< a=””> HREF=”https://t.co/0NVzVHGk0s” TARGET=”parent”>https://twitter.com/JoePulizzi/status/671740839987556352</a<>

@jgombita

A4 They can – but there is a risk of confusing the consumer. A consistent brand message is critical. #CMWorld https://twitter.com/CMIContent/status/671741307635699712

@kkopacz1

@jgombita The world is full of differing opinions and THAT is a beautiful thing. =] #CMWorld

@MaureenOnPoint

A4: Definitely, if the passion, resources, and funds are available, the more the merrier! @CMIContent #CMWorld

@amitykapadia

A4: To support multiple charities well, I needs to be big…like that Pledge 1% #CMWorld

@billcush

@JS_insidepitch @NRPersaud @atxcopywriter And would spawn the inevitable tag of #NotAllChickFilAs #CMWorld

@MusicAdamT

@martinlieberman Thrilled to hear it! It made the event even better! #CMWorld

@orangeeffect

A4: Absolutely. Treating charities equally is like treating employees equally. It starts with the heart. @CMIContent #cmworld

@JS_insidepitch

In a connected world having a societal purpose is a must for brands – https://t.co/jDMN4LiQVS? #CMWorld #GivingTuesday

@RizzoMB

A3) For it to be more than a PR exercise the cause should be a tie-in to biz goals & mission. Otherwise it is smoke with no fire. #cmworld

@ideakid88

@CMIContent A4 Depends on business size/locations/reach. Grow support w/ your business, or risk spreading too thin & helping no one #CMWorld

@sarahsmall

@billcush Why do you say that? #CMWorld

@MaureenOnPoint

A4: Absolutely! Like any business decision though, proper planning is key. Don’t over-extend yourself. #CMWorld

@dswebsme

A2: The question is what is the organizations purpose, y does it exist? Find a cause with a similar purpose #CMWorld https://twitter.com/CMIContent/status/671738289108357120

@KDADouglas

@mikemyers614 well said Mike. #cmworld

@JS_insidepitch

@kkopacz1 good point! #cmworld

@CMIContent

A4 depends on size of company. Coke more capable of supporting several charities than a local coffee shop. #CMWorld https://twitter.com/CMIContent/status/671741307635699712

@SocialMichelleR

I think many responses today are based on large scale b2c. It’s different I think in b2b where there needs to a link and a focus #cmworld

@renepower

A4 Yes and also, they can support similar causes w/different focus like nat’l and local hunger efforts #cmworld

@dpmichel

A4: Depends on what “effectively” means, and how you measure your giving. Simplicity usually is a good place to start #CMWorld

@greg_s_williams

Exactly what I was thinking, Darcy. If the means are there, why not support as much as possible? #cmworld https://twitter.com/darcyschuller/status/671741721252904961

@wb_mase

.@wb_mase @CMIContent I love @LoveUTGiveUT too! Day’s of giving can change states in 24 hours. #CMWorld

@ToddPatton

@renepower Good point! #cmworld

@JS_insidepitch

. @renepower Yes, as long as the charities are benefiting and it’s not a PR strategy by the company. #CMWorld

@SDXcreative

A4: If brands can give equal attention to each cause then yes. #cmworld

@complexkickz

Also like marketing, find the right mix is key! #CMWorld https://twitter.com/mikemyers614/status/671741517795565568

@MaureenOnPoint

A4 But even a small local business can do much to support causes in their neighborhoods #CMWorld

@SocialMichelleR

@MarciaRJohnston Need more days like this and companies that do this. #cmworld

@ideakid88

@orangeeffect And hopefully y’all’s efforts will make many lives better too. 🙂 #cmworld

@martinlieberman

@SocialMichelleR Exactly. Don’t fall into the trap of spreading yourself too thin with too many causes. #CMWorld

@Matt_Gerrish

A4 Yes, They can, for eg, #TATA group has over 100 companies worldwide and each support many causes #CMWorld https://twitter.com/CMIContent/status/671741307635699712

@varunkr842

@CMIContent A3: Ideally, but I think if your missions doesn’t easily lend itself to a tie in, you can work to reshape it #CMWorld

@atxcopywriter

A4. Yes, especially if spread out over the year. At my company we have raised $$ for at least 4 different charities since June. #CMWorld

@NRPersaud

@SocialMichelleR and that can resonate greatly with its community #cmworld

@CMIContent

MT @cmcphillips: A3 Simply wanting to help is as good a reason as any. No natural tie-in? Call your marketing dept. They can help. #CMWorld

@ShakirahDawud

.@CMIContent A4. “Strategy must lead implementation.” ~ #BrandingPays So, if you build that into your brand, then there you go. #CMWorld

@SFenthusiast

@BRANDgfx @CMIContent Does the charity/cause (@atxcopywriter’s gas company example) lead to $$ for the biz eventually? That’s bad. #CMWorld

@MusicAdamT

@martinlieberman @orangeeffect With supporters like you we are destined for success! #cmworld

@pamkozelka

Another charity I support: the Santa’s Helper program in Akron, OH (thanks to head elf @ringo66). #CMWorld https://twitter.com/cmicontent/status/671735781862412289

@MarciaRJohnston

I believe it’s more powerful for a brand to get behind one larger purpose. Focus is better in business and in charity. #cmworld

@JoePulizzi

A4 cont. And it hasn’t felt overwhelming, pushy, or like it’s too much. #CMWorld

@NRPersaud

@MusicAdamT @NRPersaud @atxcopywriter indeed Adam! #CMWorld

@JS_insidepitch

So many close to home this #GivingTuesday not sure where to start! Thankful many were part of #BigGiveTCF. #CMWorld https://t.co/QD8LwOYi44

@bendgibbons

@CMIContent A4: If they have the resources, yes! Smaller companies should focus on fewer nonprofits and give them their all. #CMWorld

@meetpacific

@CMIContent A4: Yes, if it works with your #brand and consistent messaging. #CMWorld

@WhitneySanchez3

A4. It can, if it differentiates b/t one (or a handful) of “charities of choice” vs. SPONSORING specific event/initiative of others #cmworld

@jgombita

That’s a great point- doesn’t all have to be done all at the same time #CMWorld https://twitter.com/nrpersaud/status/671742229736738818

@LUCYrk78

@MaureenOnPoint @AskObrella #CMWorld Absolutely. I’ve met some of the nicest people in the world through charity!

@dswebsme

A4) Yes as long as they tie-in with biz goals, the mission and is something that employees will buy into. #cmworld

@ideakid88

@NRPersaud do you raise money for a single charity during specific months or for all four charities throughout the entire year? #cmworld

@CMIContent

A3: Social causes does not ‘have to tie in’ with financial goals of the #business. However, it has to be morally consistent, #CMWorld

@AlvoHippo

Definitely! If I remember correctly, you’ve done some great work for @LoveUTGiveUT, right? #givetuesday #cmworld https://twitter.com/ToddPatton/status/671742079899320320

@wb_mase

 

A4: Re my previous tweet, regional targeted marketing needs segmented campaigns. Have a headline charity with smaller, local ones #cmworld

@renepower

@atxcopywriter Good point. It’s true that shared values are not universal. Brands need to realize that. #CMWorld

@JulieY

A4: Depends on the scale. But sure. Like others say, don’t overstretch. #CMWorld

@MusicAdamT

That is a fantastic distinction. Thank you for putting that out there! #CMWorld https://twitter.com/AlvoHippo/status/671742497060712453

@MaureenOnPoint

A4: 24-hour days of giving that a lot of Community Foundations do, many brands match any $$ their employees donate to any charity! #CMWorld

@ToddPatton

@JoePulizzi but would you feel better if a company supported your charity as opposed to just that one? #CMWorld

@JS_insidepitch

This very true, somehow when the founder leaves the original vision gets forgotten or fades #CMWorld http://twitter.com/billcush/status/671739098051293184

@KDADouglas

Agreed @dpmichel: A4 Yes and also, they can support similar causes w/different focus like nat’l and local hunger efforts #cmworld

@renepower

@MaureenOnPoint If I have $100 and 4 extra hours, I probably cannot support 100 charities effectively. #CMWorld

@billcush

A1: Some brands are the cause. #CMWorld

@bendgibbons

A4: Support a cause that truly appreciate their mission statement. There are causes with hidden agendas. #cmworld

@complexkickz

 

1 – @JS_insidepitch @CMIContent Jeff, agree and disagree. A companies “Good” spread to thin ends up looking insincere. #cmworld

@T4Leonard

@wb_mase @LoveUTGiveUT Small world. So do we. #CMWorld

@Matt_Gerrish

Q5: What are some ways brands can support charities that are authentic? #CMWorld

@CMIContent We raise money for a single charity during specific months or month. So it’s spread out and less overwhelming. #cmworld

@NRPersaud

@bendgibbons Ooh, good point. And some causes are brands? #CMWorld

@mikemyers614

@BRANDgfx @CMIContent To truly be a cause, there should be nothing in it for the brand. (Jot that down, @NFL) #CMWorld

@MusicAdamT

A4: Of course they can. There are no limits to the number of causes. #CMWorld

@AlvoHippo

@billcush That’s fair math. But 100 charities is ambitious for the best funded companies. #cmworld

@MaureenOnPoint

@kkopacz1 @CMIContent do you really think that the typical consumer pays that much attention to what any single co/brand sponsors? #cmworld

@jgombita

@bendgibbons true! #cmworld

@CMIContent

@Serious_Vanity @suddenlyfrugal Sadly, true, but of course none mentioned here!!! #cmworld

@pamkozelka

@kkopacz1 Good copy can help with that 😉 #CMWorld

@atxcopywriter

A4 Brand can support Multiple Charities which are Linked- Like #Poverty #Health & #Education #CMWORLD

@pipalwa

And I bring us back to @TOMS . #CMWorld https://twitter.com/mikemyers614/status/671742846119092225

@MaureenOnPoint

@T4Leonard @CMIContent yeah, definitely can’t spread yourself too thin. #cmworld

@JS_insidepitch

A4: In my experience, it’s better to have one focus. BUT…support doesn’t have to be $$$. It could be time, gift cards, etc. #CMWorld

@cmcphillips

A5: Find one that matches their mission statement. i.e. if they’re all about leadership then @HOBY. #CMWorld https://twitter.com/CMIContent/status/671742829475979264

@MarisaH92

@CMIContent A5: Hosting a company puppy day is always a great way to support local animal shelters! #cmworld #givetuesday

@AskObrella

.@JS_insidepitch I think it can be multiple charities…but needs to be one purpose. #CMWorld

@JoePulizzi

A5 pick a time period and offer a percentage of sales on specific product to go to that charity. #CMWorld

@LUCYrk78

@MaureenOnPoint @AskObrella I think some of the best ideas are generated this way too, makes you think outside the box more #CMWorld

@WhitneySanchez3

@CMIContent big difference between charity and philanthropy. The latter is part of your biz strategy. Charity could just be a check #CMWorld

@barry_chandler

A5: By letting people spend their time. Ex: we can support the local food bank as a team offsite and don’t have to take time off. #CMWorld

@mikemyers614

A5 Sharing the info about that cause via it’s #marketing platform to create big awareness #CMWorld https://twitter.com/CMIContent/status/671742829475979264

@varunkr842

@MaureenOnPoint @jgombita life is a rich tapestry #CMWorld

@atxcopywriter

 

@CMIContent It’s becoming more important to educate about causes that are trustworthy. Tell them why your charity is worthwhile. #CMWorld

@Matt_Gerrish

2- @JS_insidepitch @CMIContent 2 Once you “give” they come back for more and many times which causes thinner. If we all pick 1or2 – #CMworld

@T4Leonard

A4: Yes, but reserved for big, MNC companies as small/medium size business will have more impact focusing on a single issue. #CMWorld

@ExpWriters

A5 Brands with engaged followers can use the power of #socialmedia aka #twitter to build awareness to charity… #cmworld

@pamkozelka

A3: I don’t think so. Passion/commitment from the brand will inspire employees to get involved. #CMWorld

@BrandLoveLLC

@CMIContent A5: providing your services/products as well as money. Show the cause is *part* of your business, not just ££ receiver. #CMWorld

@sarahsmall

A4; Support causes that correlates with your employees that actively encourages them to participate. #Cmworld

@village_print

Is the question about the brand being authentic or the charity being authentic? #CMWorld https://twitter.com/CMIContent/status/671742829475979264

@MaureenOnPoint

@CMIContent A5: It’s becoming more important to educate about causes that are trustworthy. Tell them why your charity is worthwhile #CMWorld

@Matt_Gerrish

@AskObrella @CMIContent Our friends at @pr2020 have done something like this before. Super fun (and snuggly) idea! #cmworld

@cmcphillips

A4: Only if the cause is the same and they are all flowing in the same direction. Could add weight #CMWorld https://twitter.com/CMIContent/status/671741307635699712

@KDADouglas

@JS_insidepitch @CMIContent But fully support, give as much as you can… Karma pays back many fold… #cmworld

@T4Leonard

A5: They can sponsor an event or send employees to volunteer. A brand recently donated products to an event we did for boys. #cmworld

@LaToyaReports

@JoePulizzi well said Joe. #CMWorld

@JS_insidepitch

A5: This goes back to alignment with culture & values, @PaulMitchellUS does a great job with #GivingIsMyStyle #CMWorld

@amitykapadia

A3: If it’s not tied into the business mission, would it feel less like “cause washing?” #cmworld

@ShakirahDawud

A5: Time is a precious resource. Consider donating volunteers instead of strictly monetary/material donations. #cmworld

@dswebsme

@CMIContent A5 I love when brands give gifts of their technology or expertise to support causes. #CMworld

@SFerika

A5 Depends on cause/brand, but … point is to support continuously, not just on days like Giving Tuesday. #cmworld

@martinlieberman

Hashtag soup as a reply: #diversity #magicandwonder #cmworld https://twitter.com/atxcopywriter/status/671743171781496833

@MaureenOnPoint

@amitykapadia @PaulMitchellUS we’ll have to check it out! #cmworld

@CMIContent

@Matt_Gerrish @CMIContent Super important point. Unfortunately that is now necessary. #CMWorld

@cmcphillips

@LaToyaReports It really is an easy way to pulse your brand, with as little or as much financial investment as you want. #CMWorld

@Matt_Gerrish

@jgombita @kkopacz1 @CMIContent Possibly not but consumers may be touched by stories of the results of the sponsorship. #cmworld

@ideakid88

A5: Brands can best support a cause by making their support about the charity, not themselves #CMWorld

@darcyschuller

.@CMIContent Are we talking #personalbranding, or #corporatebranding? #CMWorld #GivingTuesday #OrangeEffect

@SFenthusiast

@JS_insidepitch UNLESS (going back to an earlier point) that the charity is tied in to well known founder… @kkopacz1 @CMIContent #cmworld

@jgombita

We’re big on “greens for jeans” and that money goes to a diff charity every time we do it, with almost 300 employees it’s great #CMWorld

@NRPersaud

A5: If it can be defined as “giving back” – community, profession, etc. – that’s typically authentic. #CMWorld https://twitter.com/CMIContent/status/671742829475979264

@MusicAdamT

A5 – Brands should choose a purpose that aligns well with the brand. #cmworld

@RizzoMB

A5: Supporting causes related to geographical proximity, environmental impact, by association (eg Pampers nappies for jabs) #cmworld

@renepower

A5: I think donating their time or even their services to a cause. I know @SmallBox does @24hrwebproject every year. #CMWorld

@MarisaH92

@pamkozelka @mikemyers614 Oh this makes my heart happy to read this! You’re so great, Mike! #CMWorld

@cmcphillips

@SocialMichelleR I’ve seen local businesses w/jars for different charities people can put a token in instead of taking a bag #CMWorld

@atxcopywriter

a5 – so so many and many so so LOCAL #cmworld https://twitter.com/renepower/status/671743176072429568

@T4Leonard

@NRPersaud never heard that phrase but totally makes sense! #cmworld

@CMIContent

Great answer! Thanks a lot! @ExpWriters #CMWorld

@mihalo_puric

Yes yes! Man, that’s so important with the Susan G Kolman issues, etc. #CMWorld https://twitter.com/cmcphillips/status/671743491052060676

@MaureenOnPoint

Community building at its finest! #cmworld #givetuesday https://twitter.com/LaToyaReports/status/671743379827507202

@wb_mase

A5) Time. talent, and the old favourite: Hard, warm cash! #cmworld

@ideakid88

This is a real brain stretcher this week #cmworld #brands #causemarketing

@renepower

@cmcphillips @pamkozelka Oh, it’s not me, our employer encourages it @Nationwide #CMWorld

@mikemyers614

A4. Gotta do the research, unfortunately you can’t just innately trust every non-profit these days. #CMWorld

@NRPersaud

@cmcphillips @CMIContent Indeed. It’s sad that people have to do a ton of research to make sure their cause is trustworthy. #CMWorld

@Matt_Gerrish

Example: people who bake cookies for the phone volunteers during a public-radio fundraising drive. #CMWorld https://twitter.com/cmicontent/status/671741352254795780

@MarciaRJohnston

@renepower but an inspiring one too! #cmworld

@CMIContent

A5: Allocate time to do research to see if their mission statement correlates with what they’re saying #cmworld

@complexkickz

@atxcopywriter Look at how many places are collecting new toys for local charities. #CMWorld

@SocialMichelleR

@BRANDgfx especially with millennial’s what….? P&TY @kkopacz1 @CMIContent #cmworld

@jgombita

@MaureenOnPoint On the other hand @salesforce is doing it that way through @PledgeOne and it’s pretty big #CMWorld

@billcush

@MarciaRJohnston I wish we could bake cookies for every one of our social followers. #CMWorld

@Matt_Gerrish

A2: Something that either aligns with brand mission OR is a passion of the business owner/founder. #CMWorld

@bendgibbons

A5) Volunteer time, host fundraisers or needs drives, create more visibility for the charity with content! #CMWorld https://twitter.com/CMIContent/status/671742829475979264

@Serious_Vanity

We need to determine the Personal Unique Value Proposition for the humans we are targeting @Robert_Rose #CMWorld #ContentMarketing

@ContentWrangler

We need to determine the Personal Unique Value Proposition for the humans we are targeting @Robert_Rose #CMWorld #ContentMarketing

@scottabel

@dpmichel @mikemyers614 I figured my @feedingamerica and @nokidhungry friends I invited to the #CMWorld chat today would like that!

@cmcphillips

A5: Also, if there is no tangible benefit from the cause other than generation of goodwill PR, then it’s probably authentic. #CMWorld

@MusicAdamT

A5 I love when a brand includes unbilled time off to volunteer for the org (or any org) into its benefits package. #cmworld

@martinlieberman

@martinlieberman Definitely an employee perk that needs to be listed more often! #CMWorld

@sarahsmall

@SDXcreative I suppose. We had a children’s book drive. Brought in books for children. No big fanfare. #cmworld

@ShakirahDawud

Agreed! #CMworld https://twitter.com/martinlieberman/status/671744061519339520

@SFerika

@billcush @salesforce has some pretty impressive resources… and a wide-reaching community. #CMWorld

@MaureenOnPoint

Thanks, Maureen! This is my first time participating in #cmworld, and I’m loving it so far. #givetuesday https://twitter.com/MaureenOnPoint/status/671740344757653504

@AskObrella

Q6: Does charitable support need to be year-long, or can it be campaign-driven support work? #CMWorld

.@CMIContent A5. If this is all about #corporatebranding, I’m out. I am still studying, and doing #personalbranding. #CMWorld #GivingTuesday

@SFenthusiast

We get to do that @point_it. I always feel lucky to be part of a company that makes that a priority. #cmworld https://twitter.com/SFerika/status/671744236526526464

@MaureenOnPoint

@SFerika sometimes sharing talents can be just as valuable as a monetary donation! #cmworld

@CMIContent

@SocialMichelleR @atxcopywriter I like the local Aon. Adopt the whole list of a disadvantaged kid. Fulfill it. More personal. #CMWorld

@MusicAdamT

@ShakirahDawud Exactly, #CMWorld it should be part of the ethos of the company not a PR move

@SDXcreative

Good point! #cmworld https://twitter.com/jgombita/status/671739343766224897

@AskObrella

cookies? Do I small Snikerdoodles? #cmworld https://twitter.com/renepower/status/671744129429295104

@T4Leonard

A5: Some brands also donate a percentage of their profits. It could be from sales of a particular product, service and/or event. #cmworld

@LaToyaReports

A5. #cynical: Don’t support causes that are inauthentic…. 😉 #cmworld Seriously, research OUTCOMES measurement first.

@jgombita

@CMIContent A5 Be genuine & use your #content to tell the story of why it is important/worthwhile #CMWorld

@WhitneySanchez3

@CMIContent A5: Make sure what they’re doing benefits the charity (and who the charity is trying to help) #CMWorld

@atxcopywriter

@sarahsmall Anyone can give money. Giving time is often a more valuable “donation.” Make it easy for employees to do it. #cmworld

@martinlieberman

@jgombita @BRANDgfx @kkopacz1 @CMIContent See http://contentmarketinginstitute.com/2015/11/engage-gen-c-millennials/ #CMWorld

@MarciaRJohnston

@AlvoHippo Indeed and thank you for your likes! #cmworld

@ideakid88

A5: If the biz has products that can spread awareness of issue = authentic support of charity that helps issue. #CMWorld

@ExpWriters

A6: There should be both options. Brands can make it easy, offer payroll deductions…you never miss it! #CMWorld

@mikemyers614

Agreed! And I know I feel great when I can use my skills to support an organization whose mission I love. #CMworld https://twitter.com/CMIContent/status/671744382668840960

@SFerika

Actually have senior people show-up at events and participate not just stick their logo on literature #CMWorld https://twitter.com/CMIContent/status/671742829475979264

@KDADouglas

.@bendgibbons true story, definitely the case for us at @DanaFarber. #CMWorld

@billgreider

A6: I don’t think it *needs* to be one way or the other. In fact, why can’t it be both? #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@MarisaH92

A5: Donate time, money and publicity consistently. #CMWorld

@AlvoHippo

I think it’s about the giving. HOW you give, as long as it’s ethical, is up to you! #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@MaureenOnPoint

@CMIContent A6: It just depends on the situation. Even if it’s a year-long, it’s still campaign driven. #cmworld

@AskObrella

A5 It works best when areas of interest overlap, it raises visibility among prospective clients while giving back to the community #CMWorld

@kkopacz1

A6 most I’ve done/seen are not year long, unless it’s like on a beverage package that a portion goes to a charity-usually quarterly #CMWorld

@LUCYrk78

@renepower It is! #cmworld

@ShakirahDawud

A6: It can be one day if it’s addressing a need out there and produces effective results. #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@MusicAdamT

@mikemyers614 that makes giving simple! #cmworld

@CMIContent

A6 Ideally – both. Prefer year-long but sometimes a campaign can help spark enthusiasm #cmworld

@dpmichel

A6: Any support, at any time, is noteworthy. #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@ToddPatton

@T4Leonard @matt_gerrish @MarciaRJohnston @renepower Cookies? What? #yum 😉 #cmworld

@martinlieberman

@MaureenOnPoint Yes, give people choices! #CMWorld

@mikemyers614

Q6: Does charitable support need to be year-long, or can it be campaign-driven support work? #CMWorld

@renepower

A5. Let your audience (including employees) decide which cause(s) mean the most to them & find grassroots ways to support #CMWorld

@Earlylightbalt

A6: Depending on charity, seasonal might be necessary – i.e. @stbaldricks every March, etc. But I know they’ll take support all yr! #CMWorld

@cmcphillips

A3: Not necessarily. If the brand’s passion shines through then brand followers will buy-in (ex. @Wendys & @DTFA). #CMWorld

@bendgibbons

A6 I love consistency so personally prefer when #brands do something year round. Good for the mojo too. #cmworld

@pamkozelka

@martinlieberman @T4Leonard @matt_gerrish @MarciaRJohnston @renepower I’m in but it depends on the kind. #CMWorld

@MarisaH92

@CMIContent A6: I think the time is irrelevant. Whether it’s a year or 5 years, it is always campaign-driven. #cmworld

@wb_mase

B5: How about employee volunteering? Go on an office outing and make it a volunteer thing. #CMWorld

@ExpWriters

A6) Can be both! Ex: Toys For Tots is seasonal & can be a grt team campaign; but a year-long cause can also happen. #CMWorld

@pamelamuldoon

@CMIContent Exactly the idea…make it so easy they can’t resist! #CMWorld

@mikemyers614

A6: Both! Most charities need on-going support, not just around giving campaigns… but campaigns drive additional support #CMWorld

@darcyschuller

@Earlylightbalt I like the buy-in aspect of that. Helps people in the trenches contribute their passion. #CMWorld

@MaureenOnPoint

Yes! Donating talent/time can be more valuable than monetary gifts. #CMWorld https://twitter.com/SFerika/status/671743434462380032

@Earlylightbalt

@AskObrella @CMIContent Right along the lines of what I was referring to! #cmworld

@wb_mase

@MarisaH92 A lot of the questions today focused on what it *needs* to be, but I don’t think there is a one size fits all approach #CMWorld

@WhitneySanchez3

@CMIContent A brand shouldn’t inherently be judged if benefitting from a cause – just needs looking out for. #CMWorld

@sarahsmall

A6. Charitable support is a thematic CTA to walk your company’s strategic values year long. #CMWorld

@babettetenhaken

@BRANDgfx possibly, although a bit of a sweeping generalization. Price and trendiness can trump consciousness @kkopacz1 @CMIContent #cmworld

@jgombita

A6) A culture of charity should be year long, but there can be campaigns for various charities within it. #cmworld https://twitter.com/CMIContent/status/671744322073575424

@Serious_Vanity

A5) These days, social media allows brands to publicize causes widely. #CMWorld

@Alvomedia1

A6 cont. but of course can have “events” that are time specific campaigns… #cmworld

@pamkozelka

@WhitneySanchez3 Absolutely agree. What works for corporations doesn’t work for small business. Or even remote teams. #CMWorld

@MarisaH92

Amen to that! #CMWorld https://twitter.com/SFerika/status/671744556195405824

@BrandLoveLLC

A6 Both, #CocaCola has Support my school year long program, while @ciscolocal has campaign for @akshyapatra #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@varunkr842

A6: Time wise, cause marketing should be long enough to endure and seem genuine. Should certainly be months not weeks #cmworld #authentic

@renepower

@CMIContent A6 It depends, it depends, it depends. No one size fits all approach. Match your brand & audience’s needs. #CMWorld

@WhitneySanchez3

A5: Having a personal connection (i.e. @joepulizzi @pamkozelka for @orangeeffect) makes it truly authentic and personal. #CMWorld

@cmcphillips

A5) It can be either. Personally I am for a commitment to year-long support as the need for charity is unfortunately long-term. #cmworld

@ideakid88

A6) I think it’s also worth considering the PR benefits of year-round giving. Good 4 everyone. #CMWorld

@MaureenOnPoint

.@CMIContent I think yes, if they all fulfill a meaningful goal or some “big picture” connection for the brand. #CMWorld

@billgreider

Charity can be periodic. For example, our local soup kitchens need extra help during the holidays. #cmworld https://twitter.com/CMIContent/status/671744322073575424

@CrowdContent

Hey, I am not picky – just expressing a preference – #Snickerdoodle <sp?> #cmworld https://twitter.com/MarisaH92/status/671744845514436608

@T4Leonard

Perfect example! #cmworld @pamelamuldoon

@Serious_Vanity

@Serious_Vanity You got in 140 characters what took me two tweets! lol so what you said A6 #cmworld

@pamkozelka

@CMIContent @SFerika Sometimes even more so! #cmworld

@ideakid88

@WhitneySanchez3 very true! #cmworld

@CMIContent

@CMIContent A6: In a perfect world, both. Giving year round with additional campaign support = the dream. #CMWorld

@meetpacific

Yes! For both parties! 🙂 #CMworld https://twitter.com/Earlylightbalt/status/671744947608027136

@SFerika

.@CMIContent A6. For #BrandingPays #personalbranding, it ought to be lifetime, or near lifetime. #CMWorld #GivingTuesday #OrangeEffect

@SFenthusiast

@T4Leonard Snickerdoodle works for me! In fact, that’s my favorite kind. #CMWorld

@MarisaH92

Personas represent real people. We have to develop an emotional connection with people. @Robert_Rose #CMWorld #ContentMarketing

@ContentWrangler

A6: Depending on the charity and it’s needs, the form of your company’s support should adapt. #CMWorld

@ExpWriters

Personas represent real people. We have to develop an emotional connection with people. @Robert_Rose #CMWorld #ContentMarketing

@scottabel

Agree! #CMWorld https://twitter.com/pamkozelka/status/671744822483550208

@cmcphillips

@AskObrella glad you approve. I’ve always found it to be a win-win-win scenario (employer/employees/causes) #cmworld 🙂

@jgombita

A5: By making it clear that the brand is supporting the charity (or charities), not promoting the brand. #CMWorld

@bendgibbons

http://twitter.com/billgreider/status/671745259316080641 #CMWorld

@babettetenhaken

A6: Giving is giving! Don’t lose sight of the cause by overthinking it. #CMWorld

@dswebsme

A6 depends on resources and if a year is too dragged out. If it’s 10 mos later and the impact isn’t the same as month 1, why do it? #CMWorld

@LUCYrk78

@darcyschuller Hmm, not making it all about ourselves. Something content marketers should be good at by now 🙂 #CMWorld

@atxcopywriter

It will be the one time today I win at succinct, trust me. LOL #cmworld @pamkozelka

@Serious_Vanity

@ideakid88 @CMIContent Most years I volunteer at the @sfspca holiday windows. I love sharing stories with the folks who stop by. #CMworld

@SFerika

Amen, sister. #CMWorld https://twitter.com/atxcopywriter/status/671745602510721024

@mikemyers614

A6 It’s not “necessary” – but ideal. Deliver that brand message consistently, year-round. (Ie. Petsmart) #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@kkopacz1

@ExpWriters absolutely. Because it ultimately is about the charity and its needs! #cmworld

@CMIContent

@CMIContent A6: Year round theme, with chosen campaign charities throughout the year always works well! #CMWorld

@sarahsmall

A6: Both, being giving should not have stipulations #cmworld

@complexkickz

@atxcopywriter @darcyschuller Adding value is key! #CMWorld

@MaureenOnPoint

@Serious_Vanity @pamkozelka lol #cmworld

@CMIContent

@SFenthusiast @CMIContent That does feel better than $$ #cmworld

@ShakirahDawud

@MarisaH92 Marisa, “Follow Me” to the #Snickerdoodle s #cmworld

@T4Leonard

Q7: How about a little content marketing twist: How can charitable endeavors support your content marketing? #CMWorld

@meetpacific @CMIContent Yes! I share that dream. http://gph.is/1yCounb?tc=1 via @giphy #cmworld

@ideakid88

@T4Leonard *ba dum tss* I see what you did there. #CMWorld

@MarisaH92

Really love the win-win-win analogy! #cmworld #givetuesday https://twitter.com/jgombita/status/671745487339307008

@AskObrella

x2! Think @TOMS or this pizza shop owner in #Philly -http://n.pr/1l5quiO #CMWorld https://twitter.com/cmcphillips/status/671745440862380032

@billgreider

@T4Leonard @MarisaH92 with all this talk about cookies, we think we need a virtual bake sale! #cmworld

@CMIContent

@SFenthusiast @CMIContent What about contributing content that’s not branded to a cause? #cmworld

@ShakirahDawud

@JS_insidepitch let’s be honest: Some fake social concern (or just clicktivists) b/c it makes them “look” better! @kkopacz1 #cmworld

@jgombita

A7: A charitable connection gives you all kinds of reasons to create great #content that isn’t about you! #CMWorld

@mikemyers614

@jgombita @CMIContent Absolutely! I come from the world of sports marketing. #CMWorld

@kkopacz1

Q7: How about a little content marketing twist: How can charitable endeavors support your content marketing? #CMWorld

@renepower

@SFerika @CMIContent @sfspca Love this! You are special Erika 🙂 #cmworld

@ideakid88

A6: Campaign driven support gains a lot of momentum while compared to a year long support. #CMWorld

@credibleagency

@CMIContent A6. Spontaneous charity can make much more noise than systematic, campaign based support, garnering more attention. #cmworld

@JustCallBudget

@Matt_Gerrish @cmcphillips @CMIContent Yes. Wrote something recently that opened my eyes to how many veterans charities are scams #CMWorld

@atxcopywriter

A7 have ppl from charity write about how the donations have made a difference, share stories of ppls time volunteering… #CMWorld

@LUCYrk78

@CMIContent A7: Community building! Charitable endeavors bolster support from your audience on all platforms. #cmworld #givetuesday

@AskObrella

What if a company didn’t have a cause of its own, but highlighted employees who do? #cmworld #thatsgoodcontent

@ShakirahDawud

A7: Doing these endeavors can provide easy blog posts, social media posts, Instagram photos, etc. #CMWorld https://twitter.com/CMIContent/status/671745842219323392

@MarisaH92

@CMIContent A6 Cont: Based on experience #cmworld

@JustCallBudget

A5pt2: Also, be mindful that nonprofit giving records are easy to find. $ donated & in-kind support should correlate w/promotion. #CMWorld

@bendgibbons

I think genuine support is long-term support or until the charity achieves a key goal not campaign driven #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@KDADouglas

A7: Interacting on social with non-profits is a great way to humanize your content & brand. #CMWorld https://twitter.com/CMIContent/status/671745842219323392

@ToddPatton

a6 – YES!! it should be part of the mission to satisfy the vision . . . It is insincere if its only a holiday feeling #cmworld

@T4Leonard

@CMIContent @T4Leonard As long as the virtual cookies aren’t browser cookies. 😉 #CMWorld

@MarisaH92

@LUCYrk78 hearing from volunteers can be so powerful #cmworld

@CMIContent

A7 In a big way, causes are great #content for sharing and connecting with target market immediately #CMWorld https://twitter.com/CMIContent/status/671745842219323392

@varunkr842

A7: It’s GREAT for storytelling, human interest, UGC – and it’s not about your brand. #CMWorld #charity #givingtuesday

@cmcphillips

A7 Well back to the emotions, a great #contentmarketing story is a key to engagement #cmworld

@pamkozelka

@AskObrella + it keeps giving back, as since there’s multiple causes close to employees’ hearts, multiple stories to “communicate” #cmworld

@jgombita

@CMIContent The easiest way to tug at digital heart strings is by showing you’re real people who actually care about real things. #cmworld

@wb_mase

@WhitneySanchez3 @MarisaH92 Agree. Social causes can be long term/short term+ require different attention . #CMWorld

@AlvoHippo

.@CMIContent A7. For #personalbranding, engage-partner w/ charities that align with your core values. #CMWorld #GivingTuesday #OrangeEffect

@SFenthusiast

@MarisaH92 🙂 ahhh but did it work? 🙂 #cmworld

@T4Leonard

@ShakirahDawud That’s an awesome idea. Almost like @CAH employees that donated money recently to their fav. charities. #CMWorld

@MarisaH92

It’s all about the emotions! #CMWorld https://twitter.com/pamkozelka/status/671746350879518720

@cmcphillips

Depending on charity, even some of the recipients of the donations might be able to share photos, how it’s impacted them #CMWorld

@LUCYrk78

A7: Ask the charity to contribute a recap or article about how your efforts have helped their cause (user generate content)! #CMWorld #ugc

@dswebsme

A7: Adding a cause to your marketing shows you care, want to help, have a mission. Tips scales vs. a competitor that might not #cmworld 1/3

@renepower

A6: Charitable support can have a low beat year-round, w/spikes in emphasis as seasons/campaigns dictate. #CMWorld

@bendgibbons

@cmcphillips A good video too, doesn’t have to be written content – I cry at the good videos way more than I should admit. #cmworld

@pamkozelka

@CMIContent A6: Either is a step towards good #CMWorld

@atxcopywriter

A7)@point_it is adding it to our 2016 blog topics to help raise awareness and build support for our causes #CMWorld

@MaureenOnPoint

@kkopacz1 ever see @theNFB doc “Pink Ribbons, Inc?” @NFL players wearing pink for October was ridiculed…. @CMIContent #cmworld

@jgombita

A7. When brands pursue charitable endeavors, they have more compelling, human & emotional stories to share w/ their audiences #CMWorld

@Earlylightbalt

A7 Having a cause makes your content more interesting in the age of storytelling (Toms shoes) #cmworld 2/3

@renepower

A7) Ask not what your charitable endeavors can do for your content marketing, rather ask what your CM can do for those endeavors. #cmworld

@ideakid88

@MarisaH92 @CMIContent Snickerdoodles – I have a mission which completes my vision #cmworld

@T4Leonard

A7, Get your customers involved, ask them to get involved and share, create video etc. #CMWorld @renepower

@SDXcreative

A7: We look forward to stories of the people we helped…without it being about us. #cmworld

@orangeeffect

@T4Leonard @MarisaH92 I like where your head is at here. #cookies4eva #CMWorld

@MaureenOnPoint

.@renepower our charity support our research/MD’s, who then support our content. Our content encourages others to support. #CMWorld

@billgreider

@pamkozelka Ha – I know this about you! #CMWorld

@cmcphillips

@LUCYrk78 yes their word will be the most important. #CMWorld

@JS_insidepitch

Public speaking is a gr8t way 2 express passion. Themes from talks r often the foundation for great content #CMWorld http://twitter.com/CMIContent/status/671745842219323392

@KDADouglas

A7 Trust always comes before transaction. Brands with cool teams going an extra mile locally or internationally get my business #cmworld 3/3

@renepower

A7:They can adopt the content and adapt it to their promotional materials and website #CMWorld

@LillyVanily

A6 -Any form of support is great. If you’re a brand working with an influencer support for their charity is smart campaign driven #cmworld

@HYPRBrands

@martinlieberman @sarahsmall Really depends on what the charity needs though. #CMWorld

@atxcopywriter

a7 – They will. If you giving is sincere – it happens. On a large scale, look at the support St Jude’s gives to its contributors. #cmworld

@T4Leonard

@pamkozelka @cmcphillips Ha! I damn near cried at that silly gum video again just yesterday. Don’t tell. #CMWorld

@mikemyers614

@CMIContent A7: Excellent networking opps and brand building! And lets your team create campaigns they normally wouldn’t #CMWorld

@meetpacific

A7: Yes! The charitable support can give your brand a personality & heart… & a story to share. #CMWorld

@bendgibbons

A7 From a Content Standpoint, charitable endeavors humanize your brand and gain the trust of your customers #CMWorld https://twitter.com/CMIContent/status/671745842219323392

@kkopacz1

@martinlieberman @sarahsmall I’ve done volunteer work where they didn’t really have use for me, but may have been happy w/a check #CMWorld

@atxcopywriter

A7: @TheJimmyFund supports our research/MD’s, who then support our content. Our content encourages others to support. #CMWorld

@billgreider

@LUCYrk78 @CMIContent Definitely! Cross-promoting helps create exponential reach. #cmworld

@wb_mase

@JS_insidepitch I agree! And hopefully that then makes more people want to help! #CMWorld it’s no longer some faceless group-

@LUCYrk78

A7) Great ops for photos and videos showcasing your team #cmworld https://twitter.com/CMIContent/status/671745842219323392

@Serious_Vanity

I think I can see a new career as a cause related content marketing consultant after today ;o) #cmworld

@renepower

A6. Don’t understand “campaign-driven support work” unless it relates to “sponsoring” specific initiatives #CMWorld https://twitter.com/CMIContent/status/671744322073575424

@jgombita

A7 Mixing cause into your #contentmarketing will show your positive impact on society resulting into overall growth #CMWorld

@varunkr842

.@ShakirahDawud In #personalbranding that’s nearly impossible, as everyone on #sm now has a #brand whether guided/not #CMWorld

@SFenthusiast

Q8: Are there any brands you support predominantly because of their charitable efforts? #CMWorld

@mikemyers614 @pamkozelka Bridget watches that constantly and says, “goals.” So she has now started carrying gum everywhere. #CMWorld

@cmcphillips

@ShakirahDawud Yes! #CMWorld

@bendgibbons

@renepower a new niche for @VisionB2B #CMWorld

@SDXcreative

A7: It’s a really readable way to have something other than ourselves to talk about for once! #cmworld

@ShakirahDawud

@KDADouglas I spoke at a charity event and was surprised when my keynote was made into snackable content for org. But made sense #CMWorld

@MoninaW

@wb_mase @CMIContent it’s a win-win for the brand and the charity always! #CMWorld (when done well lol)

@LUCYrk78

A7: Here’s what we did. A purchase of one of our products=donation to our favorite charity, #CMWorld @wellawareworld https://t.co/G7KOZrmmMo

@ExpWriters

A7 Charitable endeavors humanize your brand and create great storytelling opportunities #CmWorld https://twitter.com/CMIContent/status/671745842219323392

@kkopacz1

A7: Its like providing real value for a greater brand value. #CMWorld #GivingTuesday

@credibleagency

A7: Social causes can make great content marketing, although can be seen as manipulative by consumers. Be authentic #CMWorld

@AlvoHippo

A7: Charitable stories or acts of volunteerism make for great sharable content! #CMWorld

@ringo66

Nice @SDXcreative: A7, Get your customers involved, ask them to get involved and share, create video etc. #CMWorld @renepower

@renepower

@cmcphillips @pamkozelka Watch out, somewhere there’s a boy out there who can draw… 🙂 #CMWorld

@mikemyers614

I’ll volunteer to be the official cookie sampler – Send them to me!! no virtual stuff. Authentic only.. #cmworld

@T4Leonard

A8: Idk if you can count a sorority but I joined @PhiMuFraternity for their work with @CMNHospitals. #CMWorld https://twitter.com/CMIContent/status/671747364776882177

@MarisaH92

A8 Yes! example: I’ll pay a few cents more for a product that has @boxtops4edu or where org gives percent to charity yes! #cmworld

@pamkozelka

@CMIContent A8: No, but it does help humanize them, #CMWorld

@meetpacific

A8: We definitely look for brands who support the causes we do as a family. #CMWorld

@mikemyers614

@bendgibbons That’s what I figured in the beginning of this chat. The extra is nice, but seldom the reason people buy. #cmworld

@ShakirahDawud

@CMIContent A8: Most definitely! Here’s one I have recently been following: http://akonlightingafrica.com/ #cmworld

@wb_mase

A8)I make it a point to shop at @purposeboutique in because ALL of their products benefit charity #cmworld https://twitter.com/CMIContent/status/671747364776882177

@MaureenOnPoint

@CMIContent Yes People Water and the Huntsman Cancer Institute #CMWorld

@BrightPointC

Great idea. Engage them and include their friends #CMWorld https://twitter.com/renepower/status/671747538916139009

@jfouts

All part of the b2b content marketing offer! @SDXcreative: @renepower a new niche for @VisionB2B #CMWorld

@renepower

A8: @hickoryfarms @arbys @dennys @shakeshack and so many restaurants because of their #nokidhungry support. #CMWorld

@cmcphillips

Kraft Foods has 5 people on its marketing team. A ton of their content is agencies and freelancers. Freelancers are good! #CMWorld

@cparizo

The Cat Foundation all the way, baby! #CMWorld https://twitter.com/cmicontent/status/671747364776882177

@LillyVanily

 

A8 yes many #brands which supports communities at large #CMWorld Ready to pay little extra for that. https://twitter.com/CMIContent/status/671747364776882177

@varunkr842

Although insurance may have a bad wrap sometimes, they are all donating to charitable causes. #insurance #cmworld https://twitter.com/CMIContent/status/671747364776882177

@AskObrella

A7 Charitable endeavors show the world you care about more than just $$. Your values are important. #CMWorld

@jfouts

@CMIContent #CMWorld A8: Cards Against Humanity had really fab charitable message behind their #BlackFriday stunt: http://cardsagainsthumanity.com/blackfriday/

@sarahsmall

@CMIContent A8 we patronize restaurants that donate to a local hospice because of their support to the patients and their families #CMWorld

@MoninaW

A7: It is the people who make your brand, so charity can help in building your brand community. #CMWorld #GivingTuesday

@credibleagency

a8 – @Chilis #cmworld

@T4Leonard

A8: @salesforce does an incredible job of being involved with the community & causes. #CMWorld https://twitter.com/CMIContent/status/671747364776882177

@ToddPatton

@CMIContent A8 yes! <3 http://evenstevens.com & http://Emiscrafty.com I can give back w/something I’d already be buying #CMWorld

@WhitneySanchez3

.@CMIContent A8 The #brands that I support had better be doing charitable efforts at some point in their life-cycle. #CMWorld #GivingTuesday

@SFenthusiast

A8 Rant: most have @Amazon account should have connected to charity because free /easy #nobrainer #nocost http://smile.amazon.com #cmworld

@pamkozelka

A8) @TOMS @patagonia are great examples of brands that have a huge following because of their charitable works. #cmworld

@CrowdContent

A8: Call me an Apple #fanboy all you want but @Microsoft sets a very high bar in philanthropy. #CMWorld #GivingTuesday

@dswebsme

@MoninaW absolutely, it’s really effective content marketing and relatively easy and quick to do 🙂 #CMWorld

@KDADouglas

@LUCYrk78 @CMIContent You nailed with that last part! Quality over quantity for sure. #cmworld

@wb_mase

A8: I also support what @smallbox does with the #24hrwebproject. It’s a great way to use their skills to help local business. #CMWorld

@MarisaH92

A8: We’re brand loyal to Paul Neuman’s products because of his connection with @flyinghorsefarm #CMWorld

@mikemyers614

A8 Wow, that’s a toughie. There is a big subliminal element at play. Mentioned Pampers earlier, Toms, Innocent Drinks in the UK #cmworld

@renepower

@CMIContent A7: The obvious: they give you something you write about/tweet about/make a video about #CMWorld

@atxcopywriter

A8) Yes even if it meant that the product/service cost more. As long as it is authentic and the charity is getting the benefit. #cmworld

@ideakid88

A8: Yep @WarbyParker – donates a pair of glasses to those in need for every pair they sell. #CMWorld

@ringo66

Even places like our grocery store @heinens or even @petsmart who always take donations for charity @ checkout. Every $1 helps. #CMWorld

@cmcphillips

Amen MT @SFenthusiast A8 #brands I support had better be doing charitable efforts at some point in their life-cycle. #CMWorld #GivingTuesday

@dpmichel

@ideakid88 the additional cost is often worth it for passionate consumers #cmworld

@CMIContent

A8. It’s been mentioned already, but we’re big fans of @TOMS products & their charitable efforts #CMWorld

@Earlylightbalt

We’ll spend the last few minutes asking @PamKozelka questions. Ask now! #CMWorld

@CMIContent

@T4Leonard @Chilis they have a solid social media presence too that supports their charitable work #cmworld

@CMIContent

@CMIContent Yes it is as it makes us feel that we are part of doing good. Very H2H. #CMWorld

@ideakid88

@safeway intelligently builds it into the checkout. Sometimes I’m not sure how legit the charities are, tho. #cmworld

@MaureenOnPoint

A8. @TSMFestival “invests” in FUTRE musicians. See its #GivingTuesday blog post/appeal: http://www.torontosummermusic.com/giving-tuesday-invest-in-tomorrows-artists/ #cmworld

@jgombita

I liked the creative display @orangeeffect put together at #cmworld in Sept. with Go Big Fundraising (@gobigfun). https://t.co/y5hDCnXe2Y

@MarciaRJohnston

@ringo66 @WarbyParker that would be another reason why @BrandLoveLLC would want to buy from them! #cmworld

@CMIContent

A8 Here is a @FeedingAmerica plug partners support – learn about brands who support here http://www.feedingamerica.org/about-us/about-feeding-america/partners/ #cmworld

@dpmichel

A Content Marketer’s Checklist: Editorial Calendar Essentials via @cmicontent #cmworld http://ow.ly/Fl65u #BizTip

@5StarWebsites

A8. @TSMFestival “invests” in FUTURE musicians. See its #GivingTuesday blog post/appeal: http://www.torontosummermusic.com/giving-tuesday-invest-in-tomorrows-artists/ … #cmworld

@jgombita

A8: Already a supporter of @LateNightSlice but love the work they do for @Columbusdiaper! #CMWorld https://t.co/wYU4yV5G4y

@bendgibbons

A8 :People are more driven towards the brand who work for a step ahead than just sales. #CMWorld

@credibleagency

A8:@CMIContent @NFL & @NBA are the pioneers of supporting causes #cmworld

@complexkickz

@CMIContent A8: @Clearlink is always active supporting local charities and giving back to the community. #utah #cmworld

@wb_mase

What were the hardest and easiest things you had to do to get the @orangeeffect started, @pamkozelka? #CMWorld

@mikemyers614

A8: I buy what has what I’m looking for. May be off the beaten path a lot, so I run into brands w causes, but that’s not why I buy. #cmworld

@ShakirahDawud

So curious, anyone annoyed yet by the amount of #givingtuesday emails yet? Or is tolerance up today because of the special day? #cmworld

@pamkozelka

I’ll do #cmworld follow backs at the weekend. Follow for #b2b #marketing #contentmarketing #digitalmarketing and more!

@renepower

A8 @Toms @Target #CMWorld https://twitter.com/CMIContent/status/671747364776882177

@kkopacz1

@sarahsmall @patagonia Same – the insta pics are awesome! #CMWorld

@CrowdContent

A7: Buying my next pair of glasses from @warbyparker. They donate glasses & provide eye exam training in developing countries. #cmworld

@LaToyaReports

 

A7: Charitable endeavors at the employee level humanize your brand & showcase your team working for customers and causes. #CMWorld

@mshe

A8: I’ve even liked stars more bc of their charitable efforts – @thejeffbridges @kevinbacon @chefsymon, etc. They’re brands, right? #CMWorld

@cmcphillips

@pamkozelka please name top 3 channels (conventional/digital) you use when promoting a charity #CMWorld

@LillyVanily

.@pamkozelka I have also received two #GivingTuesday texts #cmworld

@dpmichel

@sarahsmall @atxcopywriter Right. Giving money is easy. Letting people give time takes more effort. #cmworld

@martinlieberman

How might a brand encourage their own employees to contribute / volunteer to a cause? @PamKozelka #CMWorld

@dswebsme

@mikemyers614 Easiest was tell the story. Son diagnosed w autism age 2. one of those don’t cry videos here http://theorangeeffect.org/ #cmworld

@pamkozelka

A8) I’m drawn to support local efforts that I can see the fruits of. I’m more skeptical of the altruism of bigger brands. #cmworld

@Serious_Vanity

@dpmichel wow, can’t say I have any of those yet… interesting. #cmworld

@pamkozelka

 

@pamkozelka If they’re donating 100% to charity, no. If they’re donating 10% of the sale, yes. Today isn’t the day for that. #cmworld

@cmcphillips

Thank you! #eightcrazynights #cmworld https://twitter.com/CMIContent/status/671749632074997760

@martinlieberman

@cparizo Gotta agree with this 🙂 #CMWorld

@atxcopywriter

 

Next week, our very own @brandlovellc discusses managing a multi-author blog!. http://cmi.media/twitterchats #CMWorld https://t.co/62vl3bF3R9

@CMIContent

@LillyVanily #1 is subscribers bc you know they are vested # 2 and #3 are social channels if the channel fits the audience from #1 #cmworld

@pamkozelka

@AskObrella SO MANY. It’s a sickness at a certain point. haha #CMWorld

@MaureenOnPoint

Thanks everyone for another awesome #CMWorld chat! Cheers @CMIContent @pamkozelka. https://t.co/IshxNrzqQe

@dswebsme

#givingtuesday #cmworld @pamkozelka I’ve had the three tweeted earlier. No more since time https://twitter.com/jgombita/status/671723310628134913

@jgombita

Learn more about @PamKozelka and @orangeeffect: http://theorangeeffect.org #CMWorld #GivingTuesday

@CMIContent

@T4Leonard Your bio didn’t speak to me, but I’ve enjoyed our interactions! #CMWorld

@MaureenOnPoint

@AlvoHippo @TheJeffBridges @kevinbacon @chefsymon Agree! But I do truly believe they did it for good reasons & not for themselves. #cmworld

@cmcphillips

Hey Pam, what is your approach to socially responsible marketing and do you have a favorite charity? @CMIContent @PamKozelka #CMWorld

@ExpWriters

@MaureenOnPoint @Safeway I usually skip those cause I feel like I can be more informed in my giving at home (in front of the comp) #CMWorld

@atxcopywriter

A8: @TOMS @jjthreads @WarbyParker, this guy the next time I’m in #Philly – http://n.pr/1l5quiO #CMWorld

@billgreider

A8: I don’t support brands exclusively b/c of charitable efforts. It’s an added benefit knowing brands I’m engaged w/ give back. #CMWorld

@mshe

Registration is now open for Content Marketing World 2016! Will we see you in Cleveland? #CMWorld https://t.co/OqDo92ntUv

@CMIContent

@jgombita @CMIContent – Oh goodness, did we miss seeing the #cmworld chat rules?

@BRANDgfx

@MarciaRJohnston @gobigfun Thank you, Marcia! That was so amazing, wasn’t it? #CMWorld

@orangeeffect

 

@cmcphillips to quote @TheJeffBridges “It’s amazing what a little bit of love can do!” #CMWorld

@ringo66

Awesome chat today, #cmworld! You’re invited to #mindfulsocial too, coming up right now! 🙂

@Serious_Vanity

Thank you to all of the #CMWorld supporters for making *THIS* happen at Content Marketing World 2015! https://twitter.com/MarciaRJohnston/status/671748999871770624

@orangeeffect

Magazine to entice future welders is a reverse mullet: party in front, business in back. #CMWorld @CMIContent @Robert_Rose

@cparizo

ah! had no idea- will check out! #cmworld! https://twitter.com/pamkozelka/status/671748283296034816

@AmandaSubler1048

@cmcphillips @pamkozelka +1 to that! And, there still aren’t as many emails as there were for Black Friday and Cyber Monday. #cmworld

@martinlieberman

Hey #cmworld Austin folks! If you haven’t already, join our local content marketers group on FB: https://www.facebook.com/groups/376411605887584/

@tastytouring

@kkopacz1 as I said before NO MATTER WHAT GENERATION I don’t think the typical “consumer” notices (typical) company @JS_insidepitch #cmworld

@jgombita

@pamkozelka Isn’t everybody numbed by all the black Friday/cyber Monday emails? #CMWorld

@atxcopywriter

@BRANDgfx @jgombita Judy is right! For any chat, if you include the hashtag, all participants can see your response! #CMWorld

@CMIContent

@ringo66 @pamkozelka It’s a great success story, that’s for sure! How lucky are we to be able to help others now? #cmworld

@orangeeffect

@cmcphillips agree completely! @pamkozelka #CMWorld

@billgreider

@mshe definitely icing on the cake for me if they support a great cause! #cmworld

@AlvoHippo

Super-excited to chat with our #CMWorld community! https://twitter.com/CMIContent/status/671750131444658176

@BrandLoveLLC

@CMIContent thanks. Perhaps @BRANDgfx unfamiliar w/ Twitter chats, esp how to effectively participate in high-volume, GR8 ones like #cmworld

@jgombita

As a board member should mention @breadcolumbus! Visit http://www.breadcolumbus.com to hear more about the work of justice in #Cbus. #CMWorld

@bendgibbons

@jfouts hi! This is my first #mindfulsocial. Here because of an invitation by @serious_vanity during the #CMWorld chat!

@MoninaW

Join my @CMIContent #Webinar: Live Events – A Lifeline for Marketers in an Ad-Blocked World: http://bit.ly/1OD3Bg5 #CMWorld @Thismoment

@PeterLoibl

Thank you for the great insights on today’s #CMWorld twitter chat! If inclined, donations can be made at https://t.co/89avcWJDIP. Thank you!

@orangeeffect

@martinlieberman If you’re not, we’re not (it’s all about the #audience, my friend). #CMWorld

@mikemyers614

@CMIContent @pamkozelka @orangeeffect Great conversation today! Happy #TheHalloweenArmy could help at #CMWorld too. https://t.co/c6H7baf5zA

@bendgibbons

@bendgibbons @pamkozelka @orangeeffect grateful for #TheHalloweenArmy and your support! #cmworld

@CMIContent

.@cmcphillips Yes they are, Cathy. They are #personalbrands. cc: @TheJeffBridges @kevinbacon @chefsymon #CMWorld #GivingTuesday

@SFenthusiast

@pamkozelka thanks for the interesting #cmworld chat. Did you consider thorny question of brands and “greenwashing” (or “pinkwashing” etc)?

@jgombita

It will drag you to fun! #indiedev” TARGET=”parent”>https://t.co/pj5p9KVCwm#indiedev #SnowmanDatingProblems #Force4Ham #CMWorld https://t.co/uUtXTCxZVw

@maximusle12

@pamkozelka oops. Update: Just found two from @jhrnews and @HouseofAnansi in my “Promotions” email section! #GivingTuesday #cmworld

@jgombita

MT @SFenthusiast: @CMIContent A2. #BrandingPays: Align common core values, and go from there. I should’ve got @KarenKang to be here #CMWorld

@KarenKang

 



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