- Select a focus area that aligns with you mission, goals, and organization.
- Evaluate your institutional “will” and resources. If you, your employees and other allies don’t believe or invest in your organization’s cause, neither will your audience.
- Analyze your competitor’s cause positioning. There are few remaining wide, open spaces, but this may help you locate a legitimate societal need or an untapped element with in a more crowded space that you can own.
- Choose your partners carefully. Look for alignment in values, mission, and will. Carefully outline roles and responsibilities. Set your sights on a multiyear, sustainable relationship with annual measurement of accomplishments for both partners.
- Don’t underestimate the name of your program-its key to the identity of your campaign. Develop a few words that say exactly what you do and create a visual identity that is simple yet memorable. The Avon Breast Cancer Crusade, American Heart association’s Go Red for Women, Target Take Charge of Education are good examples.
- To create a sustainable and effective program, start by developing a cross-functional strategy team. Include representative from the office of the CEO, public affairs, human resources, marketing, public and community relations, research/measurement, and volunteer and program management, among others. If you’re in silos, you will spend too much valuable time building bridges to other departments to get the real work done.
- Leverage both your assets and those of your partner(s) to bring the programme to life. Assets may include volunteers, cash and in-kind donations, special events, in-store presence, partner resources, and marketing/advertising support. And, remember, emotion is one of your greatest assets. It can help you to connect with your audiences and differentiate your organization in a crowded marketplace.
- Communicate through every possible channel. Craft compelling words and visuals because stirring images can penetrate the heart. Then take your messages beyond traditional media outlets and become multidimensional! Think special events, Websites, workshops PSAs, expert spokespersons, and even celebrity endorsements.
- Go Local. National programs reach the “grass tops”. But true transformation begins at the grassroots. Engage citizens/volunteers through hands-on activities at local events, cause promotions, and fund raisers.
- Innovate. True cause leaders constantly evolve their programs to add energy, new engagement opportunities, and content to remain relevant and to build sustainability.