DoSomething.org CEO Aria Finger shares what it takes to have a successful brand partnership

Inspiring young people around the world to make a difference in their communities and for causes they care about is just one of the many hats Aria Finger wears as part of her job at DoSomething.org. As the company's CEO, she is responsible for overseeing successful brand partnerships that help motivate young people to make positive changes for good causes. But not all partnerships are created equal.

As Finger discusses at PSFK 2017, DoSomething has had its fair share of failures and flops with campaigns that just didn't click with the company's intended youth audience. In her keynote, she goes over one successful brand partnership and one less-than-successful counterpart, as well as lessons DoSomething took out of each situation.

Here are some takeaways:

Create a sense of urgency

Partnering with H&M to help drive more customers to participate in its clothing recycling program, DoSomething successfully increased the amount of clothing H&M collected by 240% over the year prior, all in just 8 weeks. Finger says key to this was creating a sense of urgency, which she says helps get people motivated to help.

You can't hide behind a cause

While discussing an underwhelming campaign DoSomething did with JCPenney in 2013, Finger notes that companies can't use a good cause to mask bad branding. If your branding isn't rock solid, no amount of good will is going to change that. “Make sure you're just as rigorous when you're looking at your purpose programs as your other programs because they need to be just as good,” she said.

DoSomething.org

Inspiring young people around the world to make a difference in their communities and for causes they care about is just one of the many hats Aria Finger wears as part of her job at DoSomething.org. As the company's CEO, she is responsible for overseeing successful brand partnerships that help motivate young people to make positive changes for good causes. But not all partnerships are created equal.

As Finger discusses at PSFK 2017, DoSomething has had its fair share of failures and flops with campaigns that just didn't click with the company's intended youth audience. In her keynote, she goes over one successful brand partnership and one less-than-successful counterpart, as well as lessons DoSomething took out of each situation.