Social Impact

In 1999, Edward Wimmer IV was a college senior training for a marathon when he was nearly hit by a pickup truck and landed in a roadside ditch — without any proper identification. A few months later he launched ROAD iD, a tags and bracelets company catering to runners, cyclists, and triathletes.

It was just a few years ago that brand purpose — what a company stands for other than making money — was trumpeted as a transformative force in marketing and advertising. However, brand purpose seems to have lost its way lately. Thomas Kolster, founder and creative director of Copenhagen-based Goodvertising Agency, and author of The Hero Trap, says brands often struggle because they "tiptoe" around areas that don't align with their company.

Sports partnerships are drawing more advertisers looking to highlight their brand purpose and connect with fans and audiences in ways that are beyond transactional and reflect shared values.

Corporate leaders have scrambled in the last several years to boost their investments in brand purpose, a new survey reveals. But things have started to stabilize, as corporate leaders begin to thread purpose throughout their entire organization. In fact, 88 percent of corporate leaders say their "impact strategies" help future-proof their business in areas such as talent, customers, and regulation.

Despite growing pressures due to an uncertain economy, marketers working at nonprofits must do their due diligence when it comes to finding appropriate partners and making sure the two sides are a good fit. Ditto for client-side marketers.

Geoff Handy, head of mass market fundraising, North America, at the International Rescue Committee (IRC) discusses how his organization is grappling with funding cuts that helped to support the IRC financially.

Mountain Towns 2030, a nonprofit organization consisting of several mountain communities that are looking to achieve net zero carbon by 2030, relies on a bevy of marketing channels to educate its members, including email, social media, and, perhaps most important, live events.

Maria Heskin, senior director of marketing and partnerships at the Women's Sports Foundation, has expanded on key partnerships for the nonprofit organization by focusing on awarding financial grants and aligning with niche sports events and tournaments.

Marketers working at nonprofits can leverage significant and/or historical events associated with their organization to refresh the brand, spur fundraising, and reach new audiences.

The American Lung Association's "Climb for Clean Air" challenges budding alpinists to climb some of the most iconic peaks of the Pacific Northwest. Part of the program's longstanding appeal is enabling volunteers to strive for personal goals while sharing their feats with friends and family.

Despite myriad benefits, many nonprofits do not focus on "brand purpose" per se because such organizations are inherently defined by their purpose rather than making money. Obtaining funding toward brand-building can also be a tough sell. But with changes in the donor landscape, nonprofits now ignore brand purpose at their own peril.

The decline in corporate partnerships with nonprofits raises major questions for marketers: What are the challenges and barriers to forging mutually beneficial partnerships? How can negotiations be simplified? And do guaranteed partnership minimums need to be discarded? Answering those questions will be crucial for nonprofits that want to stay solvent, cultivate deeper relationships with donors, and boost their visibility.

WWF's latest ad campaign juxtaposes the detrimental effects of climate change with the 2024 Summer Olympics in Paris. The underlying message was that phenomenal athletic accomplishments aren't achieved without dedication, commitment, and hard work, the same qualities needed to tackle climate change on a global scale.

Americans donate more than $2.5 billion annually to military-related groups, but the number of such organizations has ballooned to more than 45,000, many offering specialized services ranging from yoga to equine therapy.

While the near-term economic outlook is encouraging, nonprofits need to adapt to dramatic changes in the charitable giving landscape as well as the rising challenges presented by artificial intelligence.

Augusto Carneiro, founder and chief friendship officer of Nossa Familia Coffee, says making charitable donations, encouraging volunteerism among his employees, and promoting sustainability are at the heart of the coffee brand.

As election season heats up, nonprofits will have to compete with a deluge of political advertising that leads to increased media spending and donor fatigue. While it may be tempting for nonprofits to stop fundraising altogether during such a chaotic period, it's important that they keep their momentum and use targeted messaging to spotlight how their mission makes a real difference in people's lives.

Tito's Handmade Vodka launched a number of charitable initiatives under its "Love, Tito's" umbrella, all with the goal of making the world a better place. In this interview, Taylor Berry, VP of marketing at Tito's, says if the brand can turn the focus on the nonprofits it supports, the love will come right back around to the brand.

In an increasingly challenging workplace landscape, nonprofit CEOs feel tremendous pressure to succeed, resulting in high incidences of burnout. While there are no easy solutions, there are proven ways to maintain a work-life balance.

Through sustainable business practices, nonprofit partnerships, and community involvement, three small, determined outdoor apparel companies in New Hampshire — Minus33, Burgeon Outdoor, and Terracea — are staking their claim in a robust and competitive market.