As part of Network for Good's 10th anniversary celebration, we want to share how online donors have evolved over the past decade. More people than ever are giving with technology - and key signs that online donations have gone mainstream are the prevalence of disaster relief gifts and the dropping average donations. A lot has happened since 2001. Please consider sharing this image with your networks - easy social media links are on this blog post. Let’s celebrate our collective progress!
A special shout out to Katya Andresen, Network for Good's Chief Strategy Officer, for her creative vision for this infographic.
Tomorrow (Saturday, November 19, 2011) marks the 10th anniversary of Network for Good. To celebrate, we have placed a mosaic of snapshots from partners, nonprofits and friends on our homepage to showcase some of the collective impact we’ve all created over the last decade.
It’s amazing to think about the good AOL, Cisco and Yahoo! put in motion when they came together in the wake of the 9/11 tragedy to support online donations to the American Red Cross. That’s an example of Corporate Responsibility with a capital R. The collaboration evolved into Network for Good, a self-sustainable nonprofit social enterprise that has processed nearly $600 million in donations to more than 60,000 nonprofits.
But this anniversary is really about you. We wouldn’t have made it to this birthday or that scale of impact without partners like you who share our belief that technology can do a world of good. You did good!
Here’s to the next 10 years of unleashing generosity.
“Instead of just making your product incrementally better than the competitor, you need to create impact.”
We are increasingly aware of consumer (and employee) thirst for information from companies about their social responsibility initiatives, presumably so they can make more informed purchasing decisions. Now enter the media consultancy Havas Media with added insights that measure how brands affect wellbeing and quality of life. Havas Media is trying to get at the question of the role of a brand is in this environment of crumbling institutions and economic uncertainty and how consumers respond to brands in challenging times.
In the Meaningful Brands survey—a survey of 50,000 consumers in France, Spain, the U.K., Germany, Italy, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan, India, and the U.S.— consumers reported that only 20% of the brands they interact with have a positive impact on their lives. Most interestingly, those consumers feel that 70% of brands could disappear entirely without them noticing.
Think about that for a moment: Most consumer brands could be pulled from circulation and people wouldn’t even notice!
How do you know if your brand falls into that category? How do you avoid that fate?
The answer is to create meaningful impact for your customers – help them live better lives. As Umair Haque, the director of the Havas Media Labs, advises, focus on outcomes, not on outputs. And that’s a big shift in thinking, especially in the U.S. – the land of industry, consumption and excess.
“We’re trying to get beyond ‘did this company make a slightly better product’ to the more resonant, meaningful question: ‘Did this brand actually impact your life in a tangible, lasting, and positive way?’"
The reward for focusing on outcomes has big profit potential:
- 51% of consumers will choose responsible products over non responsible ones (up 11% from last year)
- 53% of consumers will pay a 10% premium for a product produced in a responsible way (up 9% from last year)44% of consumers will punish irresponsible companies (up 8% from last year)
Here are a few questions you can start asking yourself about your brands:
- Did this brand make people fitter, wiser, smarter, closer?
- Did it improve personal outcomes?
- Did it improve community outcomes?
- Did it pollute the environment?
You can read more about the Meaningful Brands Study and watch a video of Umair Haque discussing the results at Co.Exist.com.
You can read the survey results on Havas Media’s website.