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Mission Measurement

Don't Make Your Shoppers Feel Like Scrooges

Perry Yeatman | Posted 02.04.2015 | Business
Perry Yeatman

One reason checkout charity is so common is because it's easy and because companies can end up looking generous -- sometimes without even investing a dime of their own money. So, I get the appeal. But does it really drive your brand if the shopper is turned off or simply confused as to why this store is working with this charity?

Capturing Consumer Demand for Social Impact

Perry Yeatman | Posted 12.23.2014 | Business
Perry Yeatman

The question is: how can you determine which causes and social strategies will actually move the business needle? It is a particularly challenging issue given so many CSR programs and cause marketing campaigns don't.

New Research Simultaneously Helps CMOs and Society

Perry Yeatman | Posted 11.16.2014 | Business
Perry Yeatman

The increasing difficulty in differentiating a brand based on price, quality or convenience has actually created a new opportunity -- or dare I say a new imperative -- for all marketers to seek out new ways to make their products matter. One of the most promising new sets of benefits are intrinsic social benefits

Why Traditional CSR Is Not Enough

Perry Yeatman | Posted 04.29.2014 | Impact
Perry Yeatman

Companies that deliver strong Social Value Propositions will be positioned to unlock business performance and affect positive social change. In a world with no shortage of social problems and business pressures, there is tremendous opportunity for companies to make a real impact.

Outcomes: The Key to Achieving Social Impact

Perry Yeatman | Posted 03.29.2014 | Impact
Perry Yeatman

Today's funders and many other social-sector stakeholders represent a new generation of "value-seekers." Rather than investing in social programs that meet some arbitrary effectiveness threshold or proffer anecdotal success stories, they want to see real changes in the outcomes they care most about, and at a reasonable cost.

Four Simple Tips to Maximize Your ROI When Giving Back

Perry Yeatman | Posted 02.05.2014 | Impact
Perry Yeatman

Yes, you still want to do good. But shouldn't you seek to maximize your ROI in doing that good too? Shouldn't you want to get the most bang for your charitable buck?

The Government Shutdown Isn't Because of a Resource Problem

Perry Yeatman | Posted 12.08.2013 | Politics
Perry Yeatman

We can't spend more and we can't stop helping and protecting people. But by prioritizing outcomes we can shift from a budget fight to a constructive debate about investments and returns, rather than programs and spending.