november 2011
	we’re thankful Another turkey has been consumed and the holiday season is officially under way. It seems appropriate that Thanksgiving, a day we reflect on the good things in our lives, kicks off a season of giving. The economic downturn has forced many people to examine what is truly important to them as well. This has created challenges for nonprofit organizations and corporate brands alike. Americans have a well-earned reputation for being charitable and supporting each other through adversity. This month we’ll look at how shifting consumer values are impacting how brands connect and we’ll take a moment to showcase our pro-bono work from 2011.
	doing well by doing good Cause-marketing, connecting corporate marketing efforts with charitable organizations, has been around for decades. Recently, it has picked up momentum as more companies use it as a way to tip consumer-buying decisions towards their products and away from competitive products. This strategy can be enormously successful or disastrous. It depends on how thoughtful, connected and sincere these campaigns are. According to a study on corporate responsibility conducted by Cone Communications and Echo Research, 94% of consumers polled said they would switch brands to one that supports a cause if both brands were of similar quality and cost. It’s easy to see why cause-marketing campaigns have become popular with brand managers. The promise of increasing consumer engagement, improving public perception and helping a good cause, all in a very cost effective way, is tempting to be sure. But done incorrectly, these types of campaigns can do more harm than good. Consumers are more informed than ever and eager to punish companies who behave irresponsibly. Ninety-three percent of those polled indicated that they would boycott a company for poor business practices and 56% report that they already have. Companies that slap a charity logo on their package and make vague claims about supporting a cause without backing it up with real action are more likely than not to be exposed.
			Additionally, the popularity of cause-marketing campaigns threatens to water down effectiveness as consumer fatigue sets in. Take, for instance, the overabundance of pink ribbons on products during the month of October for breast cancer awareness. In 2010, even KFC jumped onto the pink bandwagon introducing pink-tinted buckets for the month of October and donating 50 cents for each sold to the Susan G. Komen Foundation. Supporters cried foul (no pun intended). Encouraging the consumption of fatty, fried foods in support of a cure seemed disingenuous at best. A campaign called “What the Cluck” was launched to encourage the Susan G. Komen Foundation to drop the partnership. Not the sort of PR KFC was hoping for, I’m sure. There are a few ground rules to follow to avoid doing harm when you’re trying to do good. 1. Get to know your charity: Companies must research and pick the charities they will support with great care. How does the work done by a group align with your brand? Does it support the issues your customers care about? For example, General Mills contributes money for local schools through the “Box Tops for Education” program. Since most cereal is purchased by mothers and consumed by children, this partnership benefits a cause the primary customer cares about. How effective is the organization and how much of every dollar goes towards the work vs. administrative costs? Having your product connected to an organization that ends up with bad press is the last thing you want for your brand. Ground rules continued...
	giving back We are proud to have the means to support these excellent charities. They raise awareness and create opportunities that otherwise may not exist. We thank them for making our community a richer place to live and urge others to support the important work done by nonprofit organizations.
	click image to view larger		Junior Achievement® Junior Achievement teaches the key concepts of work readiness, entrepreneurship and financial literacy to young people around the world. We support JA fundraising by donating the design of their yearly Golf Outing Invitation and Annual Report. “The golfing for Scholarships invitation looks great! Thank you so much for year after year offering your time and talents to make this possible for us. We deeply appreciate your ongoing support.” Marcia L. Cassiani - Director Fox Cities & Oshkosh Junior Achievement appleton.ja.org
	click image to view larger		PaceSetters: Run 4 Home The PaceSetters of the Fox Cities promotes better health through club programs, events and activities. In addition, the club contributes monetary gifts to other like-minded nonprofits and promotes member volunteerism to other organizations, nonprofits and charities. The club provides services to over 30 events during the year ranging from 5Ks to marathons. The PaceSetters "Run 4 Home" is a premiere event featuring a 5K run/walk, 10K run and youth runs for fitness. Leibold Associates was proud to be a sponsor of this event through our contribution of t-shirt, poster and brochure designs. “Looks great - everyone loves the Run 4 Home logo. Our sponsors have a big role in making our events possible. Thanks Leibold!” Renee Kaufert - Race Director www.pacesettersrun.org
	click image to view larger		5-stones: Fighting the giant of sex trafficking 5-stones is a nonprofit organization whose mission is to raise awareness and fight the problem of sex trafficking domestically and locally. Through networking with other groups already engaged in the issue and coordinating them with corporations who want to help, 5-stones strives to stop sex trafficking and focus on the physical, emotional and spiritual restoration of victims. Leibold was honored to donate our talents to this cause by designing their logo, business cards and brochure. We urge you to check out their website to see how you can help. www.5-stones.org
	click image to view larger		The ARTgarage: Art Meets Heart The ARTgarage encourages participation and appreciation of the visual, performing and literary arts. It features seven studio spaces, a gallery displaying the work of over twenty artists and live performances the first Saturday of every month. Their annual “Art Meets Heart” event is their major fundraiser of the year and features the work of over 300 artists as well as a gala. We were pleased lend our talents to design tickets, sponsorship forms, programs and this colorful poster for the 2011 event. For information on Art Meets Heart 2012, go to their website. www.theartgarage.org