Giving Compass' Take:

• 100Roofs Project, Today is an example of a successful social good project that used a philanthropic marketing model to gain momentum.

• The author lists strategies that helped 100Roof build a new philanthropic model. How can other companies or program leaders replicate this for success`?

• Read about the new era of corporate social responsibility.

There are numerous ways to take on corporate social responsibility and philanthropy. At the core of an effective impact strategy is clear leadership, scalable execution and purposeful partnerships.

A social good project with an innovative approach to impact is the 100Roofs Project. The project was spearheaded by Today, I’m Brave, a nonprofit dedicated to helping tell stories and raise money for organizations “bravely helping change the world.”

For the 100Roofs Project, Today, I’m Brave brought together businesses, celebrities, NGOs, locals and visitors to restore over a hundred roofs in Puerto Rico.

Brands like Twitter and iHeartRadio spread the word online. OUTFRONT Media gave billboard space near the gala. Chicken of the Sea donated over 10,000 cans of tuna. Companies like Disney, Red Bull, Merrill Lynch and many others made financial contributions.

“It’s this kind of philanthropic marketing, one that offers a tangible, sustainable solution to social causes and brings together like-minded people, that will ultimately move the needle and make the biggest difference in the world,” David Angelo stated.

Here’s how 100Roofs built a new philanthropic model:

  • Connect over shared values
  • Demonstrate transparency
  • Make it scalable and sustainable
  • Share the work and the credit
  • Practice meaningful storytelling

The lesson here is that people want to see the humanity behind your impact. If you can connect someone with a cause they care about you will be rewarded with goodwill and, ultimately, purchases. To deepen emotional ties between your brand and consumers, it’s important to offer them an inside look into the great work your doing.

Read the full article about philanthropic model by Simon Mainwaring at Forbes.