Disaster Relief and Holiday Giving: 5 Ways to Optimize Corporate and NGO Support

This has been a bad year for natural disasters. In fact, 2017 is tied with 2011 for the most billion-dollar disasters. [1] Without even counting Hurricanes Harvey, Irma and Maria, or the California fires, the U.S. has sustained 218-plus weather and climate disasters since 1980, totaling more than $1.2 trillion in recovery costs. When coupled with horrific events like what took place recently in Las Vegas, New York, Texas, and other cities, we should all be thankful for the many first responders, non-profit organizations, companies, and individuals who mobilized instantly – volunteering time and donating money – to help millions of people and communities respond, rebuild and restore livelihoods.

Traditionally, one-third of all charitable donations are made at the end of the year.[2] With the holidays approaching after a string of massive natural disasters, Ketchum Purpose was concerned that Americans may be tapped out in terms of giving, so we commissioned a new survey to see if Americans were still willing to support disaster relief and recovery as they begin their holiday shopping.

Thankfully, 40 percent of Americans surveyed plan to donate to disaster relief this holiday season, while another 32 percent have not ruled it out; and nearly half of consumers said they are more likely to buy holiday gifts from companies that support disaster preparedness and relief.

This is good news for people in need. It is also a testament to the generosity of the companies and NGOs that rallied to support this need. To help organizations continue an intentional strategy that engages customers and donors, but is sensitive to “donor fatigue,” Ketchum Purpose developed these 5 strategies:

1. Lead with Impact: Individual donors may feel their donation is insignificant. Companies and NGOs know this could not be further from the truth, so it is critical to acknowledge that people’s support is an “investment” choice, and then show clearly how their support is making a direct impact.

2. Amp Up Social: Communicate your story far and wide but make sure you use the same voice and call to action. To reach younger audiences, use social media (nearly a quarter plan to donate through social channels this holiday) and consider building in ways for them to engage – outside of donations. Our research found that millennials are very well-intentioned but also strapped for cash. If you want to create a long-term relationship, respect where they are in life.

3. Use Data: Take the time to understand your audience, what they care about and why they are engaging with you. Gathering this information may be challenging but, once you have it, your ability to tailor your message and create a longer-term relationship with them will be much easier.

4. Make it Simple: Everyone is short on time; don’t ask people to take more than one action to engage. The research showed that point of sale was the most popular way for consumers to donate. If that isn’t an option, think about cause-related marketing opportunities that allows consumers to buy goods or services where a percent goes to charity.

5. Think “Locational”: Local and national organizations have equally important roles in disaster preparedness, relief and recovery. The research showed that Americans are equally supportive of local and national charities. Therefore, do your due diligence and put partnerships in place that can cover all of your needs (local and national) well ahead of time.

No one can predict the future, but experts agree that we are moving into a period where our ability to effectively prepare for, and respond to, natural and man-made disasters will face increasing stress. If we do in fact head into this uncharted territory, it is all the more important that governments, private sector, civil society (NGOs), and individuals work together in measured and thoughtful ways to optimize the finite resources we have.

To view the Disaster Relief Holiday Giving infographic or learn more about Ketchum Purpose, visit www.ketchum.com/ketchum-purpose.

[1] National Centers for Environmental Information
[2] https://www.charitynavigator.org

Serena Williams’ New Gatorade Spot Includes Her Baby’s Body Double


Gatorade on Monday released a new Serena Williams ad that appears to show the tennis star cradling her nearly three-month-old baby. The digital spot, aimed at encouraging girls to stay in sports, would have marked an exceptionally early acting debut for young Alexis Olympia, if it actually included her. But it turns out that the brand had to arrange for a baby body double at the last minute.

“While Serena intended to have Olympia make her screen debut as part of this film, her daughter was under the weather and unable to be on set, but the sentiment remains the same,” a Gatorade spokeswoman said in an email. (The identity of the stand-in baby was not immediately available.)

Williams and her husband, Reddit cofounder Alexis Ohanian, have not been shy about putting their daughter in the spotlight. Just two weeks after the Sept. 1 birth, Ohanian posted a YouTube video featuring behind-the-scenes shots of Williams’ pregnancy, beginning with an ultrasound and ending with footage of the baby leaving the hospital after six days. The video as of Monday had nearly 2.7 million views. Alexis Olympia even has her own Instagram account with 133,000 followers.

Continue reading at AdAge.com

Amp up Your Social Marketing Efforts at Social Fresh

The social media landscape moves fast—it constantly churns and evolves. You always have to be on top of your game and develop successful strategies to emerge out of the crowded space of clever hashtags, witty captions and eye-catching photos. But how can you form a strategy, get a campaign rolling and move the needle in your industry if you don’t know where to start or feel dead in the water?

Social Fresh 2017 in Orlando is your beginning. You can learn how to step up your game, stay ahead of the pack, and become a leader of social media marketing. This longest-running social marketing conference doesn’t just give attendees advice and theories—it gives them strategies and executions to take home at the end of the day.

What’s Involved at Social Fresh 2017?

At this conference, you’ll be taking lots of notes but get ready to roll up your sleeves and get to work. The two-day event is packed with roundtable talks and hands-on workshops where you can put your new knowledge and insights to the test.

Some of the topics you’ll dive into and work on include:

  • Content marketing
  • Influencer marketing
  • Audience growth
  • Community building
  • Social media automation
  • Social advertising
  • Podcasting
  • Chatbots and more

On top of attending topical sessions and workshops, you’ll be able to network with industry leaders, innovative brands, agencies and software companies. Some big names will be at the conference ready to chat and answer questions like VP of Social and Content at MGM Resorts, Content Marketing Leader from GE Digital and Director of Digital Marketing from Purdue University.

Digital marketers, executives and business owners who are ready to hold all the aces and win at social media marketing, join us at Social Fresh 2017.

As always, you can receive the latest industry insights from the evok team in your inbox by signing up for the evoker, our monthly newsletter, or contact us to explore ways we can partner up.

Want to Attend Social Fresh 2017?

Register here and enter code EVOK100 when you check out to save $100 on registration.

Aping Amazon, Retailers Play Loyalty Card in Holiday Season


After years of watching shoppers flit from store to store in search of the biggest deals, retailers are hoping their attempts at building some loyalty will finally pay off this holiday season.

Chains have aggressively rolled out rewards programs in recent years, and there are signs that the efforts are beginning to get results. Hollister’s stunning 8 percent same-store sales growth last quarter was credited in part to the teen retailer’s Club Cali perks.

Kohl’s entire holiday strategy this year is centered around the Menomonee Falls, Wisconsin-based chain’s loyalty program. In a cinematic spot that began airing this month, Kohl’s pushes the tagline, “Give Joy, Get Joy”if customers spend on merchandise, they’ll receive financial rewards through the Kohl’s cash loyalty program.

Continue reading at AdAge.com

This Mercury-Safe Tuna Company Is On A Mission To Clean Up The Oceans

Through its fish-by-fish testing system, Safe Catch claims the lowest mercury concentration of any canned tuna company. Now, it wants to use its wealth of data to tackle the source of the contamination.

As Sean Wittenberg was wrapping up his undergrad degree at U.C. Davis in 2004, his mother was diagnosed with mercury poisoning. She’d taken to eating canned tuna for a few times a week, and developed lethargy, short-term memory loss, and an abnormal feeling of muscular weakness. This was right before the EPA released its 2004 recommendations advising pregnant women and children to avoid the fish due to mercury contamination, and the diagnosis was still uncommon.

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How Training To Be The Next UFC Star Has Made Me Better At School – Nate ‘The Great’ Kelly

You would, perhaps, be forgiven for having a negative perception of a child that dreams of excelling in combat sports. The lazy stereotype would be this child must be overly violent, uses their fists at any opportunity and ignores their studies to focus on fighting.

 

However, with Nate ‘The Great’ Kelly, you have someone whose school work hasn’t been ignored because of his talent within combat sport, it’s actually helped him hit the books as hard as he hits the pads…..

 

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I first started kickboxing at 4. I was a really hyper child and my mam was looking for something so I could burn off some energy. I loved watching the old KungFu movies with my Grandad, I was never into TV but I really liked these. So my mam thought martial arts would be good for me and I was hooked from the very first class.

 

Then when I was 7 I saw some jits with uncle and wanted to do that too. So I joined the Straight Blast Gym and it was amazing from the start, I got to do Jiu jitsu, Muay Thai, wrestling, and boxing. I like to be free doing martial arts going from one style to another, I don’t like to be limited to just one of them. Martial arts comes in many forms, so that’s why I like MMA.

 

Training at the Straight Blast Gym is fantastic, it’s the family atmosphere that I love. When I first joined, it was just me and one other teen that competed for SBG.

From the off I used to go to jits competitions with the some of the pro team – Chris Fields, Paddy Houlahan, Ash Daly, Owen Roddy, and John Kavanagh.

 

I’ve been involved with SBG before it got so well known, so I used to go small halls to cheer for my team mates – Conor, Paddy, Chris, Owen. John used to say he could hear me screaming over everyone. I used to get to watch right at the side of the ring or one of the older lads would bring me out the back where they were warming up. They’ve always made me feel like part of the team/family. I would be in the gym training next to Conor at 10 pm when I had nationals or Worlds coming up and would ask John could I do extra training, he would always say you don’t need to ask, this is your home. It’s the family vibe that sets SBG apart.

 

I’m very focused on what I want to do, with MMA you have to do the training, you don’t just walk into the gym and into the octagon the next day, (if you do you’re in the wrong gym), you have to learn your trade just like a carpenter or plumber. From this, I have learned what you can achieve when you put in the time and effort. I’m very focused in school due to the level of discipline I have learned in MMA. It also teaches you respect and helps with concentration.

 

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Also, I have to have all my homework done before training and keep good grades. So I know one doesn’t go without the other.

 

I think combat sports is great for kids, it teaches discipline, confidence, courage and respect. Any child growing up, to have this in their life is a great thing. It will also keep them fit and will give them confidence in hard situations, like someone bullying them or being mean to them. It’s not about having to get into a fight to stick up for yourself, it’s the confidence that a kid doing martial arts has to be able to walk away from something and not have to prove themselves.

 

Parents think team sports are the way to go but if you have a team of 18 and 8 kids can only play the other 10 sit on the bench and some might not even get on the pitch, that’s so bad for anyone’s confidence, never mind a child. My team mates are like family, there is a great bond in clubs in martial arts.

 

Ultimately I love what I do and what MMA has given me. If kickboxing goes to the Olympics –and it isn’t far off – I would try for that and then I will be ready to make my mark in the UFC.

 

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I used to say when I was an 8-year-old I wanted to be better than Conor or anyone in UFC. But now I know there is one Conor McGregor and one Nate Kelly and I want to be the best person I can be. I think watching and learning from Conor, this is the biggest thing he has taught me – be yourself and believe you can achieve anything. I will work hard everyday until I get there.

Stop Doing Meta-Work Now! (Like Sorting Your Email)


While walking around the office I happened upon a relatively new employee dragging emails from his inbox into folders. I asked why and was told, “I’m just answering emails and getting stuff off my desk.” An empty inbox may be emotionally satisfying to look at, but in practice, you should never do it. Here’s why.

I recently wrote a piece arguing that from a mathematical perspective, Messy Desks Are Perfectly Optimized. While it validated the genius of my friends with messy desks, it also generated a barrage of good-natured ribbing from my super-neat friends. Emotions aside, the math is the math! By putting the last paper you looked at on top of the pile, you are organizing your desk using an algorithm called LRU (Least Recently Used). It is based on the idea that the papers you most recently used are the ones you are most likely to use again. Conversely, the papers you have not used in a long time will probably remain unused. It is the closest you can come to predicting what data you are most likely to need next. But what about the papers on the bottom of the pile? When and where should they be filed?

Caching and storage

Continue reading at AdAge.com

Why AI? The impact of artificial intelligence

Mitch Joel in conversation with Steve Irvine of Integrate.ai

Artificial intelligence is urgently knocking on the doors of marketers, and set to have a big impact on brands. This session will serve to answer some key questions regarding the real potential of AI and the effects it will have on the future of the marketing industry.

Presented by two esteemed subject matter experts, author and tech guru Mitch Joel will conduct an in-depth discussion with Steve Irvine, founder of Integrate.ai and advisor to Canada’s leading AI research organization, the Vector Institute.