Social Media and Corporate Giving

Children’s Hospital of PhiladelphiaIn the spirit of the season, I wanted to write briefly about a new nonprofit I recently learned about, called Bloganthropy, which encourages people to support a good cause and spread the word about it through their social networks.

According to its website: “Bloganthropy combines the power of social media with the resources of corporate giving. Our goal is to connect companies and bloggers in order to make the world a better place.”

Since companies can’t always commit to corporate giving simply because it’s a good thing to do, especially in this economic climate, Bloganthropy is quick to point out the potential benefits these campaigns can have on consumer perception and business:

According to [a] Cone Benchmark Survey, 52 percent of Americans feel companies should maintain their level of financial support for social and environmental causes and nonprofit organizations regardless of economic conditions, and 25 percent expect companies to give even more… Seventy-nine percent of Americans would be likely to switch from one brand to another brand if the other brand is associated with a good cause. Amongst Millennials ages 18-24, the percentage jumps to 88 percent, making cause marketing one of the most effective ways of reaching this group.

For the organization’s first project, Bloganthropy bloggers are bringing thousands of dollars worth of toys to the Children’s Hospital of Philadelphia and Schneider Children’s Hospital on Long Island. The toys were donated by five different companies: Corolle, LeapFrog, Steiff, Scholastic and Klutz.

I’m excited to learn more about Bloganthropy and any future successful corporate-giving campaigns.

I invite you to take the pledge: volunteer for a cause you support and spread the word about it online. You can connect with Bloganthropy on Facebook and Twitter to see what’s happening. If you’re on Twitter, use #bloganthropy to join and follow the conversation.

Happy Holidays!

SOURCE:, 12/1/09
Photo courtesy of Jeffrey M. Vinocur, used under its GNU Free Documentation License.

About David Reich

David Reich is co-founder and CEO of SixEstate, blending a background in traditional marketing and public relations with over 5 years of experience managing hundreds of online marketing campaigns for all kinds of organizations -- from small businesses and nonprofits to public companies. David is responsible for keeping SixEstate and its clients at the forefront of the rapidly evolving search and content marketing landscape. Connect with David on Twitter, Google+ or via email.


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