Two cases of successful cause marketing

AOL is a household name but that doesn’t mean Blair Cobb, senior director of  cause marketing and community relations for the company, has millions of dollars to give to nonprofits. Her group needs to find unique ways AOL can give back other than writing a check.

Aria Finger, Blair Cobb, Nitzan Pelman, Susan McPherson

AOL’s partnership with Citizen Schools, a nonprofit that provides expanded school programs for kids in low-income communities, does just that. AOL’s employees volunteer to teach students (apprenticeship is the core of Citizen Schools’ model), produce videos that provide exposure for the nonprofit, and the company publishes blog posts from Citizen Schools staff and student, Cobb said during a panel discussion at the Business4Better conference. Having AOL’s executive leaders, including its CEO and Arianna Huffington, participate in the teaching program, helped encourage other AOL employees to engage, she said. Continue reading