Nonprofit Donors Want Full Spectrum of Engagement

The Holmes Report also featured the following blurb about engaging donors to support nonprofit organization.  The research came from Cone.

Existing and potential donors to nonprofit organizations are looking for a full spectrum of engagement with their nonprofit of choice, according to research by cause branding specialist Cone. That means that when deciding the cause or nonprofit donors want to support, nearly six out of 10 respondents indicated that they want opportunities to get involved beyond dollar donations. The research also found that trust in an organization (82 percent) and measurable community impacts (81 percent) are key to decision makers when determining which cause to support. In addition, philanthropic consumers believe that among the most effective ways for a nonprofit to reach them is through word of mouth (76 percent), media coverage (56 percent) and through companies from which they buy products or services (44 percent). The least effective communication tools include celebrity involvement (14 percent) and telemarketing (8 percent).
The survey findings were released to coincide with Cone’s formal announcement of its expanded cause branding for nonprofit services. The firm will offer nonprofits an enhanced menu of customized services including brand positioning and communications; fundraising initiatives; social awareness campaigns; and corporate partnership development and outreach. Cone is also offering seminars and custom workshops to help nonprofits understand emerging nonprofit issues, learn about critical marketing trends and explore strategic branding options. “The nonprofit landscape is evolving and with 1.9 million charitable organizations in the United States alone, the competition for philanthropic dollars is intense,” says Kristian Darigan, vice president and practice leader. “Cone’s survey findings underscore the increasing sophistication of today’s donors. Focused on developing ongoing relationships with supporters, nonprofits are able to build long-term brand equity and champions for their cause. This, in turn, attracts corporate, public and media support.”

Announcement in the Holmes Report

The Holmes Report, an influential trade publication for the PR industry, wrote up my arrival at Cone.  Here is the blurb:

Cone Hires Reich as Director of New Media

BOSTON—Cone has expanded its interactive capabilities with the addition of Brian Reich as director of new media.  In this newly-created position, Reich will work with each of the agency’s disciplines (brand marketing, cause branding, crisis management and corporate responsibility) to develop new media strategies and programs for clients and will also play a key role in the development of proprietary Cone products and services.

“What we know about how today’s consumers use technology to get and share information, communicate with each other, and engage brands has changed—and continues to change—dramatically,” says Cone executive vice president Bill Fleishman. “By effectively leveraging new media, companies can energize and build loyalty with key audiences and drive action that increases awareness and sales.”

A key element of Reich’s role will be to identify, monitor, and create opportunities for clients to leverage emerging technologies to execute campaigns on leading-edge communication channels with consumers and other stakeholders. He will also help expand Cone’s user-generated media product offering and identify new resources and positions regarding best practices in online measurement of public relations activities.

Before joining Cone, Reich was senior strategic consultant and director of Boston operations for Mindshare Interactive Campaigns, where he helped many of the leading corporations, nonprofits and government entities worldwide leverage the communications opportunities created by technology. Earlier, he ran his own consulting business, Mouse Communications, to help political and non-profit organizations use new technology to improve communications and was Vice President Gore’s briefing director in the White House and during his 2000 presidential campaign.