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• W1569302842 abstract "Introduction The use of social marketing, a distinct marketing discipline primarily used by nonprofits, was intended to change people's specific behaviors in a way that benefited society. How critical was it to implement a successful social marketing campaign in growing membership in a nonprofit organization with global aspirations? With a limited marketing budget OW had to prioritize whether to build this brand locally through advertising, i.e. traditional marketing, or attempt to go global in allocating the marketing dollars towards social media, i.e. digital marketing. This was a key question posed by the nonprofit called One World United & Virtuous (OW) when they formulated their social marketing campaign in 2011. Based in Port Chester, New York, OW's long-term task was to establish a global organization in support of their mission. Back in 1968 and sitting in a class at Harvard's Kennedy School of Government, Joe Carvin had a friend sitting on his left of Japanese ancestry. He looked to his right and saw his friend of German ancestry and it was in that moment that the concept of OW was born as an idea. Realizing that it was just a generation ago that that his friends would have been his enemies, Carvin envisioned the goal of asking people all over the world to focus on their common humanity and view themselves as global citizens. He set up OW as a registered 502c3 organization with his own money in 1997. It sat idle for a number of years until a chance meeting in 2008 with retired schoolteacher, Jack Zaccara, a human relations consultant with a specialty in diversity issues. These two men were quickly united in local civic projects and Joe Carvin's vision of OW and this led to Jack Zaccara becoming the CEO of OW. Background of OW The name, One World United & Virtuous, originated from a phrase of Benjamin Franklin's, extracted from his Observations on my Reading History in Library. This work proposed ways that men and women of virtue could unite political efforts for the common good. Since Franklin penned those words in 1731, the industrialized society and technological advances transformed the way people lived together. In 2012 the world's population passed seven billion people, and this was forecast to grow to nine billion by 2050 (UN 2009). There was evidence of global institutions, such as the United Nations and the World Health Organization, becoming more influential in global political issues. Regional institutions, such as NAFTA, the Arab League, and the EU, were also more engaged in global issues. However OW considered progress to be too slow, especially given the global issues that faced an ever-increasing population. OW's Goals OW's target audiences consisted of adults interested in engaging the topic of global citizenship aligned with teenagers who expressed a desire to contribute to their community. OW identified a number of locations, primarily on the East Coast, where members could be recruited and awareness raised of this contemporary thinking. Over time, OW nurtured the discussions to focus on the perception of common humanity among people that facilitated more effective means of global cooperation, governance and communication. OW's goals were identified as follows: * Encourage broader public awareness and discussion of one world / cosmopolitan thinking. * Help people reconsider where the boundaries of their community actually began and ended. * Stimulate a range of (grassroots) actions that fostered global governance and improved global collective action. The Business Case for OW: OW identified with a number of global issues. Speakers connected to related topics were invited to lead discussions with OW members on these issues. Some of the topics included: 1) Energy: The supply of oil was not infinite. There was a need to overhaul the premise of the current oil-based global economy. …" @default.
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• W1569302842 date "2012-01-01" @default.
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• W1569302842 title "A Social Marketing Campaign for a Nonprofit Organization: Going Global or Staying Local?" @default.
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