How Much is a Tweet Worth?

At the University of Iowa, a good tweet can be worth $37,000. The person that best answers the question, "What makes you an exceptional Tippie full-time MBA candidate and future MBA hire?" in 140 characters or less will a scholarship to the university's business school. It's a full scholarship valued at $37,240 to be exact.

It's innovative. It's controversial. It's getting a lot of attention.

Note: "Tippie" refers to the Henry B. Tippie School of Management at the University of Iowa in Iowa City, Iowa.

Global Communications Degree Includes Visits to International PR and Ad Agencies

NEWS RELEASE

July 7, 2011

Contact Information:

Merideth Daly, Communications Coordinator

Office 314-246-7472

Cellular 314-401-5307

Fax 314-963-6106

WEBSTER UNIVERSITY SCHOOL OF COMMUNICATIONS LAUNCHES NEW GLOBAL COMMUNICATIONS MASTERS DEGREE

Yearlong Program Features Visits to Five International Webster Campus Locations and Leading Global Advertising and Public Relations Firms

ST. LOUIS–The School of Communications at Webster University will begin offering a master of arts in global communications in fall 2013. Full-time graduate students will have the opportunity to study at Webster campus locations in Geneva, Leiden, London, Shanghai, and Bangkok.

In addition, they will interact with communications professionals at leading worldwide public relations and advertising agencies such as Weber-Shandwick, Ogilvy, J. Walter Thompson, and McCann-Erikson that have offices in these locations.

“Webster University sets the standard for global education. It’s a natural fit to pair our international campus locations with the international offices of leading global advertising and public relations firms,” said Debra Carpenter, dean of the School of Communications.

Students will tour communications agencies, interview staff members and company executives, and participate in creative exercises and case studies.

“Participation in the program will give students a unique opportunity to advance their careers to the next level. Communications is a competitive field. Students with international experience will have a distinct advantage,” Carpenter added.

For more information on Webster’s Global Communications MA, visit www.webster.edu/globalma.

Visit the School of Communications at www.webster.edu/communications.

With its home campus in St. Louis, Webster University (www.webster.edu) is a worldwide institution committed to delivering high-quality learning experiences that transform students for global citizenship and individual excellence. Founded in 1915, Webster offers undergraduate and graduate degree programs through five schools and colleges, and a global network of campuses. Its 20,000-plus student population represents almost 150 nationalities.

Since opening its first campus overseas in Geneva in 1978, Webster has become a recognized leader and innovator in global education, with an international presence that now includes campuses in London; Vienna; Amsterdam and Leiden, the Netherlands; Shanghai, Shenzhen and Chengdu, China; and Bangkok and Cha-am, Thailand. Webster also has educational partnerships with universities in Mexico and Japan.

# # #

(Note: This is a class assignment, and not a real press release. The global communications master's degree does not currently exist at Webster University.)

Girls Win Google Science Fair

I post a link to this article with a tip of the hat to Mary E. Burke, executive director of the Academy of Science of St. Louis.

Three girls took home the top prizes in Google's first science fair. The prizes included a scholarship of $50 thousand and two scholarships for $25 thousand, a trip to the Galapagos Islands, and internships at CERN, Google, and Lego, among other prizes.

The event was sponsored by Google, Lego, CERN, and National Geographic. This is an example of companies making effective partnership choices for the causes they support.

Official Google Blog: Hats off to the winners of the inaugural Google Sc...: "Yesterday, our top 15 Google Science Fair finalists descended on Google’s headquarters and wowed our luminary judges—as well as more than 1,..."

Fill in the Blanks

I still have this letter written by Thomas A. McLaughlin that appeared in the October 1, 2007 edition of The NonProfit Times. It seems relevant to the discussion of "warm or competent," so I am sharing it.

It is a well-constructed form letter for the leader of a nonprofit organization to send to the leader of a for-profit organization after having a conversation about the importance of the nonprofit organization "to act more like a business and to become more efficient."

It attempts to explain the differences between how and why for-profit and nonprofit organizations exist and operate. It can be taken at face value or somewhat tongue-in-cheek, depending on your perspective.

Image Credit: Thomas A. McLaughlin, The NonProfit Times, October 1, 2007

Thoughts on "Warm or Competent?"

This image is from the study "Non-Profits Are Seen as Warm and For Profits as Competent: Firm Stereotypes Matter" that the article "'Warm' or 'Competent?' What Happens When Consumers Stereotype Nonprofit and For-profit Firms" is based upon.

It illustrates that the perception of competence in for-profit organizations leads more directly to the willingness to buy (from) for-profit organizations. The willingness to buy (or let's say, donate to) nonprofit organizations takes a different path. The perception of warmth must be coupled with admiration for people to be willing to donate to or support nonprofit organizations.

This can lead to serious roadblocks for nonprofit organizations if not addressed.

Based on this research, the key to the coupling of warmth and admiration that translates into competence for a nonprofit organization can come with an endorsement from a highly credible outside source. Researchers used The Wall Street Journal as an example that seemed to prove this point. It could also be accomplished by linking the nonprofit organization with state-of-the-art products, "rigorous research and data-driven approaches."

One thing is clear: nonprofit organizations must act warm and appear competent to achieve their missions and attract the right mix of donors and constituents.

Image Credit: "http://knowledge.wharton.upenn.edu/papers/download/020410_Firm_Stereotypes_Matter.pdf)

Nonprofit Seeks Cause Marketing Partners

Hoxworth Blood Center, the blood bank of the University of Cincinnati (UC) College of Medicine, is using a specially designed landing page on its website to seek cause marketing partners.

At first glimpse, it appears to be a rather simple and perhaps somewhat plain page. Upon further inspection, it becomes clear that it is a strategically crafted page that likely nets results. Here are some of the reasons why:

The tag line "Who will you save?" is prominently featured. The message suggests that the organization is "interviewing potential partners" and refers to its "nationally recognized cause marketing plan." This makes it sound discerning and credible.

It then lists five reasons that companies and organizations should consider a cause marketing partnership with the Hoxford Blood Center, which it backs up with statistics from a 2004 Cone Corporate Citizenship Study.

The landing page includes more than a dozen large and colorful logos and icons from regional and national cause marketing partners from 2009-2010. Bright colors draw attention to recognizable logos from organizations such as such as Nestle, the Cincinnati Bengals, TGI Friday's, and Toyota. Including a link to related information on cause marketing lends additional credibility and authority to this nonprofit organization.

Providing contact information to further discuss cause marketing opportunities makes it easy for interested companies and organizations to follow up.

The landing page has easily visible navigation links to access information about Hoxford Blood Center's vision and mission, its history, FAQs, and much more. Social media widgets allow access to event photos, promotional videos, maps and other ways to connect directly with constituents.

With the exception of using somewhat out-of-date research statistics (cause marketing studies from later than 2004 are available), the landing page is a practically perfect tool suited to its purpose. It should have no trouble attracting cause marketing partners.

http://www.hoxworth.org/about/cause_marketing.html

Women Make Strong Target Audience for Causes

When it comes to causes, women make a strong target audience. They use social media to show their support. They purchase products to show their support. They support companies that support causes important to them. Women feel a sense of purpose and a connection to the community by supporting causes. In fact, 80 percent of women believe that individuals can make a difference by supporting causes. This is according to a study developed by the Center for Social Impact Communication of Georgetown University and Ogilvy Public Relations Worldwide.

Here are some interesting factoids about how women engage with causes that are important to them:

• 42% donate money
• 20% volunteer
• 38% use websites as a source of information
  
• 28% use social media as a source of information
  

What are the implications for nonprofit organizations?

With more than sixty percent of women either donating money or volunteering their time as a primary means of engaging with causes, nonprofit organizations can consider women their allies. Nonprofit organizations need to know how to identify and connect with women whose beliefs align with their visions and missions.

Since women are turning to websites and social media for information, it makes sense to ensure that the key organizational messages are easily accessible.

Connecting the right audience with the right cause, using the right tools and the right message can make a difference for women, the organizations, and their clients.