Category: Corporate Philanthropy

By: Mark Dority, Director of Business Development

It’s been several weeks since Typhoon Haiyan slammed into the Philippines, killing almost 4,000 people (so far) and reducing vast areas to a tangle of debris.

Non-governmental organizations (NGOs) and governments across the globe have stepped up to offer humanitarian aid, both monetary and in-kind. The Philippine government, however, has been the target of criticism – including from the country’s own president and the UN – for a lack of preparedness and slow flow of aid to victims in the country’s rural areas.

In this case, many of the first responders were themselves victims of the typhoon. But the problem underscores an important issue facing those, and particularly governments and nonprofits, tasked with alleviating seemingly intractable social ills: a shortage of resources on a large enough scale.

Corporations, particularly large ones, have the scale and reach that aid organizations and nonprofits need to make real headway and impact in addressing the world’s problems.

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By: Mark Dority, Director of Business Development

In our technology-enabled world, everyone can easily be a philanthropist.

Today’s ‘always-connected consumer’ is more aware of global social needs than ever before and is quick to show support for the causes that touch their hearts. And thanks to this technology boom, every act of kindness is magnified across mobile and social media platforms, giving consumers the outlet they need to make an impact on their world.

That’s why Kula exists: because we realized that this undeniable altruistic spirit, which makes us give what we are fortunate to have to others who need it, can also be a powerful tool for helping companies build more meaningful and longer-lasting relationships with their customers. By creating the world’s easiest and most compelling donation experiences, we’ve been able to dramatically increase funding for causes across the globe.

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By: Mark Dority, Director of Marketing

Whether it’s knowing the carbon footprint of a flight to Europe or if a suitcase is made from sustainable materials, frequent travelers are more cause-conscious than ever before, and they expect the same commitment to causes from the brands they interact with. They also want to make a positive impact on the communities they visit. This level of social consciousness is particularly noteworthy when it comes to travelers lodging at boutique, independent hotels.

Why? Because very often independent hotels – locations with generally fewer than 100 rooms – attract guests with equally independent mindsets. These are frequent travelers eager to get “up close and personal” with the places they visit. And by doing so, guests learn about a community’s charitable needs, a fact which at least one study shows may increase donation size.

Researching the state of consumer giving habits as we enter the year’s busiest giving season, the latest U.S. Trust report found that even though selecting one charity to focus on can be difficult, donors still find it more rewarding than giving small amounts to many charities. And with proper incentives, a “more rewarding” experience can easily be turned into larger donations.

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By: Mark Dority, Director of Marketing

The numbers just keep rising.

Each year, as more consumers connect to the vast data web that connects our desktop, laptop and mobile devices, their exposure to media narratives about social issues grows as does their cause-consciousness.

Often, this heightened awareness of problems and challenges beyond their own and their loved ones’ drive those consumers’ desire to do business with companies that operate responsibly and give back to their community. A recent global survey by Nielsen found that half of consumers would pay more for goods and services from companies that support causes.

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By: Mark Dority, Marketing Director, Kula Causes

As our world continues to shrink into the palm of our hands – thanks in large part to connectivity – and yet expand with more brands trying to reach global audiences, cause marketing, too, is evolving rapidly to better communicate with consumers in every corner of the globe.

A recent global report from Nielsen called Consumers Who Care offers insights about consumer spending behaviors around the world – and why they spend money on goods and services from companies that have social giving as a part of their agenda.

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