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Prove Your Purpose

Research & Insights  -  Prove Your Purpose Blog

September 23, 2016   Vol. 116, No. 4

As Election Day draws near, the conversation around the upcoming U.S. Presidential election has reached a fever pitch. And although many companies are steering clear of public partisan support, all can agree that encouraging consumers to get out to vote is paramount. Here's a roundup of company efforts to "rock the vote:”

  • USA Today Network launched the "Voting Because” effort this week, empowering Americans to share why their vote counts. A dedicated microsite allows consumers to create a meme or printable card to explain the reasons they vote with their networks using the hashtag #votingbecause, and a gallery shares the latest consumer posts. Visitors can also sign up for the Voting Because newsletter to learn more about the issues important in this election cycle.
  • Patagonia's political agenda is centered on encouraging voters to consider supporting candidates and policies that protect the environment, with the campaign "Vote Our Planet.” The outdoor outfitter's dedicated website allows visitors to "Get Informed & Register,” share #VoteOurPlanet social media posts and discover local events at Patagonia stores.
  • Virgin America is partnering with Rock the Vote to increase voter registration from the sky. The airline is following its in-flight safety video with a PSA encouraging Millennials to vote. The video concludes with instructions for flyers to register to vote via in-flight WiFi, as well as a contest to win a trip to the inauguration.
  • Ben & Jerry's* has launched the "Democracy is in Your Hands" campaign to expand voter access and voter rights and "get big money out of the political process.” This national campaign, focused in North Carolina, a state at the heart of the voting rights dispute, has a dedicated website encouraging voter registration and asks people to sign a petition to reauthorize the Voting Rights Act, while answering questions about voting rights. At local scoop shops, the brand is asking consumers to fill out a pledge to vote card, which will be sent to participants before voting day as a personal reminder. To further activate consumers and raise awareness, Ben & Jerry's also launched a new fudge-filled flavor, Empower Mint.
  • To do their parts, companies like Casper, Thrillist and DataXu have committed to give employees November 8 off to vote. The effort was spurred by a campaign called Take Tuesday, which is encouraging more employers to make Election Day a vacation day or give employees time to vote in during working hours to make going to the polls easier and increase voter turnout.

Whatever side of the aisle individuals fall on, increasing voter turnout is an issue most companies can rally behind. And organizations that harness unique communications strategies, whether that be fun flavored ice cream or in-store events, can help more consumers understand the power of each and every vote.

*Cone client


Land O’Lakes Will Feed Hungry People If You Delete Your Instagram Posts (Grub Street)
Have you ever Instagrammed avocado toast tilted just so, or sushi laboriously arranged into color-blocked mosaics, and wondered if maybe there wasn’t a better way to have spent that time?

JetBlue Filled With Pomp And Circumstance (Travel Pulse)
JetBlue Airways is like a proud parent these days. The New York-based airline last week celebrated the first graduates of its JetBlue Scholars program, designed to offer the carrier’s crewmembers the opportunity to earn a fully-accredited associate or bachelor’s degree with JetBlue picking up most of the tab.

Caribou Coffee Video Project Helps Fight Breast Cancer (Marketing Daily)
This year, Caribou Coffee is putting a community video twist on its annual efforts to benefit the fight against breast cancer and raise awareness of the disease.

The Soular Backpack: New One-For-One Model And Support From Lupita Nyong'o (Forbes)
Big happenings at social enterprise Soular involving a new business model and a partnership with Academy Award winner Lupita Nyong’o.

After Steve Jobs, Apple Steps Up Giving (The Chronicle of Philanthropy)
For years, Apple seemed intent on changing the world though its array of computers, software, and devices rather than by giving large sums directly to charity.


Cooking With A Meal Kit May Waste 62% Less Food Than Grocery Store Ingredients (Fast Co.Exist)
Blue Apron finds that getting your ingredients delivered to you in perfectly sized portions means you don't throw out as much.

Bank of America Pledges Carbon Neutrality by 2020 (Environmental Leader)
Bank of America committed to carbon neutrality and 100 percent renewable electricity by 2020, among other environmental goals announced today.

Unilever Buying Seventh Generation (Fortune)
Unilever has agreed to acquire Seventh Generation, a Vermont-based maker of “green” household products like laundry detergent and diapers.

JetBlue Makes One of the Largest Renewable Jet Fuel Purchases in Aviation History (Sustainable Brands)
JetBlue today announced a ten-year renewable jet fuel purchase agreement with bioenergy company SG Preston, for jet fuel made from rapidly renewable, bio-based feedstocks that do not compete with food production.

Google Targets Zero Waste ‘Moonshot’ (Environmental Leader)
Google has pledged to achieve zero waste in all of its global data centers.

GM pledges 100% renewable energy power by 2050 (The Detroit News)
General Motors Co. said Wednesday it is committing to power all of its global operations completely by renewable energy by 2050.

Two Global Brands Are Helping Haiti Turn Its Trash Into An Industry (Fast Co.Exist)
HP and Timberland* will take Haiti's plastic and recycle it.

Zara launches first sustainable fashion line (Glossy)
Fast-fashion retailer Zara is trying its hand at sustainability with a new fashion line made using environmentally friendly materials.

Apple, Bank of America spark Climate Week headlines (GreenBiz)
LED lights atop the Empire State Building are glowing green again to mark Climate Week in New York City. Scores of events and announcements are unfolding at the eighth annual collection of sustainability-focused events.


5 Ways To Turn Donors Into Fundraisers (The NonProfit Times)
In the age of GoFundMe, Kickstarter, and IndieGoGo, people donating to other people rather than organizations is more prevalent than ever.

Thank-You Notes That Look Handwritten Inspire Donors to Give Again (The Chronicle of Philanthropy)
A 25-year-old charity is combining the power of peer-to-peer giving with personal, “handwritten” communications. The strategy is boosting revenue and inspiring donors to give again and again.

11 Easy and Inexpensive Ways to Thank Donors With Social Media (The Balance)
Do you simply have too many donors? Do you have throngs of generous people enthusiastically beating down your door, so much so that you have to turn them away? No? Well, you are not alone.

5 Ideas For Smart Analytics (The NonProfit Times)
In the fundraising universe, people have different opinions about analytics. Analytics can be used ineptly or sloppily, leading to results that are far from beneficial.

*Cone client

This newsletter represents a brief, weekly update of the most pertinent news articles and trending information collected from major daily papers, trade publications, newsletters and other sources.  Just click on the headline to be taken directly to the full article and source.  (Some require a free or paid subscription.) In order to protect the integrity of each article, we do not edit materials that are reprinted in this newsletter. We hope you enjoy the recap of this content and our insight of the week, but please note that the articles and information contained within this newsletter are intended to be informative and are not necessarily representative of Cone’s point of view.


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