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“The Business Case for Product Philanthropy,” a 63-page report published Indiana University School of Public and Environmental Affairs “evaluates the business case for product philanthropy and provides managers a framework for analyzing the costs, benefits, risks, and opportunities of implementing a product philanthropy program in their own operations.”

According to Harvard Business Review bloggers William Rosen and Laurence Minsky,

“A powerful confluence of challenging economic conditions and emerging digital platforms is driving a substantial shift in the marketing world. While the economic environment is forcing marketing decision makers to focus more on ROI, digital platforms from social media to mobile are enabling more personalized and trackable marketing communications.

To adapt to the changing landscape, what’s needed is a shift from building brands to "activating" them — from simply projecting what a brand is to optimizing what a brand does in order to move people closer to transaction. This is the Activation Imperative."

For Momentum is looking forward to participating in next week’s Run Walk Ride Fundraising Conference 2011 organized by David Hessekiel and the knowledgeable folks at Cause Marketing Forum.  As always, the two-day agenda is jam-packed, so it’s a really good value for all involved.