- CD Compilation
Launched on January 4, 2010, the 41-track all-digital compilation quickly rose to the top of the MP3 download charts on Amazon, and was featured in an iTunes promotion soon after. The album gives the 1% For the Planet Network a way to spread the message with a young, pro-environment audience, and leverage the visibility provided by its member artists (e.g., Jack Johnson, Jackson Browne).
- 1% for the Planet Video
This video was completed in 2009 and launched in 2010 at the April 5 Points Film Festival. This summer they will launch an online marketing campaign designed to raise money for nonprofits as people view the video.
- Credit Card & Online Auction
These initiatives are 'on hold' due to the economy. They want to do another auction utilizing their member company connections, and they plan to launch the credit card, but 2011 will be a more strategic time for both initiatives.
- Consistent Network Growth
In 2009 alone their 1,200+ members directed more than $15,000,000 to environmental groups. In five years, their membership base has grown 12 times and their annual giving has increased by 5 time, however they strongly believe the movement has only just begun to realize its potential. In 2009 their largest member, Roll International, committed four brands to 1% giving: FIJI water, Wonderful Pistachios, Springfresh and Paramount Citrus.
- Social Media & Microsites
In 2009, every serious brand was reinforced with social media, including their own: 1% built thriving Facebook, Twitter, and Myspace campaigns and also published two microsites (1% Music, where consumers can buy/download our album, and the 1% Blog).
- Member Education
1% helps educate business owners on the scientific, political and economic ramifications of environmental issues by setting up phone briefings for 1% members. Their guests in 2009 focused on climate change: Adam Markham of Clean Air-Cool Planet and Bill McKibben of 350.org. In 2010, the commitment makers hosted a call with Woody Tasch, founder of Slow Money and chairman of Investors' Circle.
While the 1% For the Planet project sustained its impressive growth rate in the down economy, its rate of attrition nearly doubled (to 20%) because smaller companies were unable to stay afloatWhat attrition reminds commitment makers is: even while trying to grow a brand they need to keep close tabs on the current membership base to ensure as much value is provided to them as possible.
- Eco Foibles
The year 2009 was a bad one for Swiss water bottle maker and 1% member SIGG --they had to admit their bottles contained the endocrine disruptor bisphenol A, and experienced a global storm of well-deserved outrage. Patagonia 1% barely escaped the controversy since the organization's founder Yvon Chouinard was photographed with a SIGG bottle in promotional material, but luckily most of the ads were yanked before they ran. What SIGG reminds the commitment makers is: they cannot be responsible for the eco-foibles of their members.
The 2008 grant funded the salary and benefits for the Chief Operating Officer who will build and support the global network of companies contributing 1% of their annual sales to environmental causes.
- To date, member companies number nearly 900 and are located in 29 countries worldwide and 46 U.S. states.
- Nonprofit recipient organizations number over 1,500 and are located worldwide, serving missions as local as a village and as far reaching as the World Wildlife Fund.