Marketing, Communications, and Brand Strategy

Learn how social purpose organisations can ethically and effectively advance their cause through marketing, storytelling, outreach, and the development of a mission-aligned brand strategy.

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Case Study
  • 1 January 2022

How New Ventures Manage the Resource and Liability of Future-oriented Visions Within the Nascent Market of Impact Investing

This study explores how new ventures in the nascent impact investing market manage hype, defined as a collective vision of a possible future. Drawing on a longitudinal study of three ventures, it develops a theory of hype management, illustrating how field-organizing practices generate social proof. The authors reveal how entrepreneurs engage with hype to gain stakeholder support and resources, while avoiding the pitfalls of unmet expectations, contributing to the understanding of legitimacy and resource attainment in emerging markets.
Case Study
  • 1 January 2018

Impact Investing Market on Twitter: Influential Users and Communities

This study analyses the impact investing market on Twitter, identifying influential users and communities within this digital sphere. It applies social network analysis, retweet networks, and community detection to understand information flow and social influence related to sustainable investment and social innovation. The research provides insights into how online platforms shape discourse and foster collaboration in the impact investing ecosystem.
Case Study
  • 1 October 2021

e-Choupal: Reinventing Market Linkages in Agriculture

This case-let presents the model by which ITC’s “e-Choupal” initiative helped redefine how farmers in some states in India could sell their produce at fair prices by eliminating intermediaries and added transportation costs. The model helped find a participatory approach to the many challenges that plague the agrarian sector in India. The case-let helps readers understand the context of the problem with evidence and provides details of the e-Choupal model and its positive impact on the farmer’s collective.
Book
  • 1 November 2024

Data in deed

Data Stories is a project that captures inspirational stories of how Social Purpose Organisations (SPOs) are using data to maximise their impact. These stories will be told in a unique format – a graphic novel – and emphasise how data-driven decision-making has helped Social Purpose Organisations (SPOs) create real, measurable change on the ground. This edition of the novel features the stories of 3 SPOs across the country – Udayan Care, Saturday Art Class, and Nourishing Schools Foundation. Told in a narrative, storytelling style, each story shows how the use of data has helped the SPO become more efficient, and have a greater positive impact on the community it works with.
Academic / Journal Article
  • 1 January 1970

The Hong Kong Umbrella Movement as a non‐profit organization: An empirical study on the use of visual branding practices for social change

This empirical study analyzes the Hong Kong Umbrella Movement through the lens of a non-profit organization, focusing on its use of visual branding to achieve social change. It examines how the movement strategically employed symbols, imagery, and visual communication to mobilize supporters, convey messages, and build a collective identity. The authors explore the effectiveness of these branding practices in influencing public opinion and advancing the movement’s objectives. The study offers insights into the role of visual branding in social movements.
Blog
  • 1 October 2021

How Strategic Clarity Helped One Nonprofit Deliver Its Message to Staff, Constituents, and Funders

This case study showcases how a nonprofit strengthened internal and external communication through strategic clarity. By refining its mission, theory of change, and messaging, the organization improved team alignment, donor trust, and program focus. The post outlines practical exercises and communication tools used to achieve coherence. It demonstrates how clear strategy can enhance fundraising efficacy, stakeholder engagement, and organizational alignment.
Paper / Report
  • 1 January 1970

Philanthropic Foundations Canada: Building a community and a voice for philanthropy

This chapter explores the evolving relationship between philanthropic foundations and Indigenous communities in Canada. It highlights both the colonial legacy of philanthropy and emerging efforts to build more reciprocal, accountable partnerships rooted in Indigenous worldviews. Through examples and analysis, the authors call for shifts in governance, funding practices, and evaluation approaches to support Indigenous self-determination and systemic change, contributing to a more equitable philanthropic landscape. The paper emphasizes the need for philanthropy to genuinely contribute to Indigenous self-determination and systemic change rather than perpetuating colonial structures.
Academic / Journal Article
  • 1 January 1970

All the News That's Fit to Print? How the Media Frames Professional Athlete Philanthropy

This study analyzes how US media frames professional athlete philanthropy, examining over 100 newspaper articles from 2005-2017. The qualitative analysis identified recurrent frames, revealing that athlete charitable efforts are often linked to personal/emotional connections, economic perspectives, or moral underpinnings. The adapted frame matrix highlights these salient themes in media coverage. Managerial implications for teams, leagues, and athletes are discussed, emphasizing how media representation shapes public perception of athletes’ social impact. The research contributes to understanding the intersection of sport, media, and philanthropy.
Academic / Journal Article
  • 1 January 1970

Athlete's philanthropy and social responsibility communication on social media during COVID-19

This research investigates the social responsibility and philanthropic mobilization of professional athletes during the COVID-19 crisis, focusing on how social media facilitates the communication of these efforts. The study examines various ways athletes contribute, including direct giving, fundraising, awareness-raising, and mobilizing networks. It identifies three key communication strategies: Awareness Raising and Advocacy, Calls to Action and Engagement, and Information Sharing and Communication. The paper discusses potential responses and outcomes, offering insights for athletes to maximize their social impact during crises by leveraging their platforms for philanthropic and socially responsible initiatives.
Academic / Journal Article
  • 1 January 1970

Attracting potential blood donors: The role of personality and social marketing

This study evaluates key personality factors influencing blood donation behavior to enhance understanding of this global issue. Using ANOVA to analyze data, it concludes that potential donors differ significantly from non-donors in Openness to Experience and Agreeableness. These results suggest that potential donors perceive blood donation and its barriers differently. Based on these findings, the research proposes perspectives for future research, aiming to inform more effective social marketing strategies for attracting and retaining blood donors, ultimately contributing to better blood supply management.
Book
  • 1 January 1970

The public image of big business in America, 1880-1940: a quantitative study in social change

This book provides a quantitative analysis of the public image of big businesses in America during the late 19th and early 20th centuries. It tracks the evolution of corporate reputation and the role of philanthropy in shaping public opinion. It highlights the intersection of business practices, philanthropy, and social change, and explores the shift in public perception of big corporations over time.
Media Article
  • 1 January 1970

Kenneth Cole Talks Fashion and Philanthropy at Cardozo

This article reports on Kenneth Cole’s visit to Cardozo Law, where he discussed the intersection of fashion and philanthropy. Cole emphasized his belief that business and philanthropy are interdependent, viewing his brand as a platform for social change. He highlighted his extensive work in public service, including raising millions for AIDS research through amfAR and collecting millions of shoes for the homeless. The discussion underscored the importance of creativity and purpose in both business and social impact.
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