Summary
The ParaLife Foundation, a very small Mexican non-profit organisation dedicated to helping people with disabilities find suitable work, needed a campaign that would attract earned media coverage and make employers consider hiring people with disabilities. This case study describes how Paralife developed an initiative in which a disabled man, Xicani Godinez, offered to work for free in exchange for a letter of recommendation from a company for future work. As evidence of the success of the “Work for free” initiative, this case study cites more free media coverage, the number of letters of recommendation generated and an above-target increase in paid job offers to the disabled.

Summary
This case study describes a campaign that aimed to reconcile Israeli and Palestinian people. It outlines an initiative to encourage blood donation by victims of violence on one side of the Israeli-Palestinian conflict to victims on the other, as a way to reframe the context as one based on commonality not difference. As well as the physical donation of blood, there was a virtual equivalent where people could use social media to show support for the exercise. Started in Israel, the campaign also encouraged Jewish and Muslim communities throughout the world to set up similar blood donor sessions. The campaign successfully brought those people who had lost loved ones in the conflict together, actively engaged world leaders and provided them with a new tool for reconciliation.

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This set of brief case studies demonstrates how doordrop media have been used to generate new donations for British charities. The featured charities are the British Heart Foundation, Fostering Solutions, The Royal British Legion and The Salvation Army.

Summary
The Caregiver Assistance campaign in the US was intended to raise awareness among caregivers that there is a community and resources available to help them better care for themselves and the ones they love. Despite there being 42.1 million people who are caregivers for their ageing relatives and friends, many caregivers often feel isolated and frustrated. This case study describes the exploratory research employed to understand how best to address the needs of caregivers in communications, which generated the insight that many caregivers tend to suffer their caregiving challenges in silence, despite wanting and needing support. After developing creative, focus groups were conducted that uncovered further insights that reshaped the campaign. This used television, radio, print, out of home and online. Overall ad awareness has seen significant lift and visits to the AARP caregiving web page and calls to the hotlines exceeded targets.

Summary
This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable. But the article also lists issues that marketers have with these partnerships, including being unimpressed by labels' branding, an inability to 'own' the sustainability problem, difficulty in working with purchase drivers and the need for clarification in what the brand stands for. It also offers advice for working with these third parties, such as giving the debate full attention, being brand-centric, collaborating closely, plotting the direction that the brand narrative will go in and engaging with consumers.

Summary
Prostate Cancer UK's chief marketing officer Seamus O'Farrell describes how discourse analysis played a central role in modernising the charity's culture. Working with Linguistic Landscapes, it identified areas where the internal language of the organisation was preventing it from evolving. The project found that a much more candid, less euphemistic approach to talking about prostate cancer was needed in order for communications to improve.

Summary
This is the story of how the Prostate Cancer Charity rebranded to become Prostate Cancer UK. It was a process than ran counter to much of the conventional wisdom recommended by branding consultants that state that radical rebranding processes should begin with a clear strategic blueprint for what the brand should become. This brand Key or Onion is then used to brief agencies and only when the new identity is ready, is it revealed and sold in to the organisation. However, Prostate Cancer UK took a different route in which strategy, execution and cultural change were all allowed to emerge together. This article examines the challenge for charity, the process that the team went through to reach the strategy and offers ten principles to follow for anyone looking to undertake a major rebranding project.

Summary
Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy. Taking into account the significant lack of studies in this particular field, the current research presents a causal model with nine hypotheses, which analyse the sequence of relationships that cover from the background of celebrity credibility, to the determinants of the attitude towards adverts and the intention to collaborate. We surveyed 329 adults, who rated a fictitious ad with a celebrity without perceived experience in the non-profit area. As a result, it is observed that the celebrity’s credibility depends on the fit perceived, the attribution of altruistic motivation, the celebrity image and the general attitude towards celebrity activism. Furthermore, it is found that a credible celebrity has a strong influence on the attitude towards the advert and, indirectly, on behavioural intentions.

Summary
In 2010 the National Trust - a conservation organisation in the UK, which opens up heritage sites to the public - wanted to improve, refresh and rationalise its point-of-sale (POS) materials to increase membership numbers and revenue. It was recognised that the membership options on offer were confusing and it was unclear what the value of membership was. Also, the diverse types of Trust property led to communications being lost within them. In response, POS materials were given a new bold and distinctive identity to stand out from the noise. Value for money queries were addressed by highlighting the range of local Trust locations. Staff engagement in the sales process was improved by making the offer simpler to talk about, and visual tools were provided to aid conversation. As a result, overall membership has grown by 4.3% compared to 1% in 2009, with the greatest number of members the National Trust has ever had and its best ever Visitor-to-Member conversion rates.

Summary
Excellent Development, a small UK-based charity providing sand-dam-based water solutions in rural Africa, wanted to relaunch and rebrand itself in line with a 10-year plan for future growth. The solution needed to help communicate its core offering (sand dams), position it as an expert in its field and help drive public donations. The rebrand included a shortened name (Excellent) in a friendly and international logo font, creating an ethical yet professional identity. Trust and individual donations increased 12% year-on-year, general public donations increased 38% and staff numbers increased 31%.