|THE EYE| IS CHANGING AND YOUR INPUT IS INVALUABLE--
A special note from Lori H. McDaniel, President of Voices of Hope Productions

I believe everyone who receives |THE EYE| is interested in the media, nonprofit communications, and is also possibly involved in advocating on behalf of a cause. I have spent the last year and a half giving workshops, creating media, working with nonprofits on messaging, publishing |THE EYE| monthly and working full-time for a nonprofit organization. I continue to be engaged in these activities. I am often asked how I have the time--it's not about time--it's about passion, and hopefully you can see I have a lot of it.

Recently I have been especially busy as I have decided to continue interdisciplinary studies in media, video production and advocacy at the New School University in NYC. Because of this, I feel |THE EYE| naturally needs to evolve. You may have noticed that the last few issues of |THE EYE| have had stories contributed by other professionals, and I hope you've enjoyed them. But I'd also like to see |THE EYE| synthesize into a participatory medium and have developed a blog. I will continue to send |THE EYE| via email, but it will also include excerpts from the blog.

This is where you come in.

I encourage you to share your thoughts and ideas with others. How? Simply go to the blog and add comments and brief anecdotes. Or share your projects and thoughts on relevant media topics: the Internet, TV, radio, blogs, youth media, media literacy, nonprofit or grassroots communications, social and cause marketing, advocacy or media reform--partake in the dialogue.

However, before we start on this journey, I'd appreciate feedback and suggestions from you about what you'd like to see and read. Within the next month, I will be creating a short survey and will send it out via email. It will also be available online. I ask that you kindly take a few minutes to participate in the survey. Your ideas and suggestions will be melded into an evolving Voices of Hope blog.

Media and communication affect all of us, consciously and subconsciously. I'd like the blog to be open and educational, but most of all participatory--a place to gather thoughts and ideas about media and communications. Please check out the blog, make comments and watch out for the survey. If you are interested in becoming a blog or story contributor please contact me.

I look forward to your feedback!
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>>>CIVIC-MINDED MILLENNIALS PREPARED TO REWARD OR PUNISH COMPANIES BASED ON COMMITMENT TO SOCIAL CAUSES
A national survey was released that explores how corporate cause-related initiatives influence Millennials as consumers, employees and citizens. The 2006 Cone Millennial Cause Study, the first in-depth study of its kind, shows that 61% of Millennials, born between 1979 – 2001, feel personally responsible for making a difference in the world. This civic-minded generation, 78 million strong, not only believes it is their responsibility to make the world a better place, they (78%) believe that companies have a responsibility to join them in this effort. Millennials say they are prepared to reward or punish a company based on its commitment to social causes.

An overwhelming 74% surveyed indicate they are more likely to pay attention to a
company’s overall messages when they see that the company has a deep commitment to a cause. Nearly nine out of ten Millennials surveyed, ages 13 – 25, stated that they are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause. Moreover, the poll finds that as Millennials begin to enter the workforce, they not only have high expectations for themselves, but also for their employers. Nearly eight out of ten want to work for a company that cares about how it contributes to society, while more than half would refuse to work for an irresponsible corporation.

79% of Millennials (age 13-25) want to work for a company that cares about how it impacts and contributes to society. The survey was conducted with a sample of 1,800 respondents comprised of 895 males and 905 females, between the ages of 13 and 25

“To be truly effective, corporations should use cause branding as a loyalty strategy,” noted Carol Cone. “They need to align their brand with a cause that is relevant, authentic, sustainable and engaging, as well as one that is true to the core brand identity. Most importantly, companies cannot be afraid to communicate their cause commitments with honesty and sincerity. Millennials want to know how their support of a specific brand or product is actually making a difference.”