Ethical Electric Fires Up

I’ve been tracking a number of articles on the start-up Ethical Electric - a retail energy provider set to launch this year. The company is the vision of Tom Matzzie, formerly Washington Director for activist organization MoveOn.org.

The retail energy sector is full to bursting with undifferentiated competitors, and the buzz at industry conferences is all about new business models, the value of brand, and adding products and services. A key opportunity is in niche marketing, and Ethical Electric is one of the first players to enter the fray, although they are likely not looking at it like that.

Instead, their value proposition is formed around a desire to put coal-fired plants out of business. They will offer 100% “clean and green” wind and solar from local sources. They say that a portion of their revenue will go to causes their customers vote on supporting, Plus, their website says, “We help you save energy, save money and do your part to change the world.”

The size of the green energy buyer market is believed to be relatively small today. A lot of the industry insiders I’ve talked to believe consumers simply won’t pay more for green energy. But with the type of inflammatory language and guilt-inspiring messages Ethical Electric seems prepared to use (not to mention the social media marketing savvy of Mr. Matzzie) it will be interesting to observe their tactics. (Indeed, the tone of their website copy is every copywriters dream.)

They may have a bit of an organic search issue, though. Off-the-Grid advocate Dennis Haefner’s site – Ethical Energy – is easily confused with Ethical Electric, as is the UK not-for profit The Ethical Energy Group.

Ethical Electric is one of the growing number of Benefit Corporations springing up. These companies are specifically formed to create measurable public benefits and fund charitable or social causes. Benefit Corporations have the potential to enjoy near-instant credibility and viral growth among consumers disenchanted with the practices of traditional corporations. Learn more about them here.

Tags: brand, Cause Marketing, Coal, Ethical Energy, Green, Matzzie, Renewable, retail energy, solar, wind energy

A breakthrough in new media…potholes

How can you put a marketing budget to good use when the collective moral of a country is waning? If you are KFC, you see it as an opportunity to promote your brand while helping communities that will allow your assistance.

The next time you are driving down one of your cities more neglected streets, don’t be surprised if you see Colonel Sanders himself out there patching some potholes. The catch, the company will leave behind a stenciled brand on the patch informing people the road has been “Re-Freshed by KFC.” Not a bad deal for a smoother daily commute.

Unfortunately, for those of us in Chicago CDOT has passed on KFC’s help.

Tags: Cause Marketing, Chicago, creative insights, kfc, marketing, Media, potholes

A benefit idea for the recessionista in you

Glitzy galas are not in the cards this year for many organizations…even though keeping people connected to your cause is more important than ever.

One of my charities is taking a page from the Obama grass roots fundraising manual, planning  low cost/high touch “House Parties,”  and “Bar Parties” in six locations throughout the city and suburbs. Each party will be hosted by a board member, and will bring together existing donors and friends, as well as new people who live in or around that party.

Of course, social media will figure prominently in our invitation  and reminder strategy. Our younger donors will go for the bar parties. Others will opt for the house parties. In true recessionista fashion, both celebration types will include modest ticket prices to get in, sponsored drinks and light food and the auction of at least one, truly fantastic item. No black tie, no bands, no venue rental, no floral, fauna or goodie bags. But plenty of good cheer and a pumped-up presentation by a stakeholder who is passionate about the cause. (BTW: In this case, it’s children’s literacy.)

Already, the enthusiasm is higher to help with these small events as compared to the arm twisting we had to go through to get committees together for the “Big Event” model.  If it’s true that necessity breeds invention, maybe we’re learning something important about the future of fundraising.

Tags: Bar Parties, Cause Marketing, charity, children's literacy, fundraising, grass roots fundraising, House Parties, not-for-profit, Obama campaign