Seeking Pro Bono Clients for my Students

Dear Friends:

This fall, I am teaching a new undergraduate course in the Public Engagement division of The New School called “Communications for Advocacy and Activism.” I hope to recruit several advocacy organizations and social enterprises as pro bono clients for the course. I thought you might be interested in applying.

Students will be divided into teams of 3 to 4 people to serve as pro bono consultants to the organizations selected. They will be working under my supervision and will develop a project based on your organization’s needs and interests. The projects they undertake must be focused and specific so they can be completed by the end of the semester on December 21. The students will perform actual work for your organization, not merely develop a grand strategy and then leave it to you to implement.

Some examples of the projects I envision are below. If there is something specific that you would like us to consider, your ideas will be welcome.

Possible Projects:
– Create a follower engagement campaign for an existing Facebook or Twitter account.
– Produce a series of video clips to promote your organization in social media.
– Create one or more photo essays suitable for your website and social pages.
– Develop and run a publicity campaign in digital and/or traditional media.
– Write a speech or other public presentation with visuals and/or leave-behinds.
– Plan and execute a fundraiser, media briefing or other live event.
– Create and run a crowdfunding campaign.
– Create a printed or digital brochure, e-book or fact sheets.
– Write and illustrate articles for your website.
– Design business cards, logos, stationery or other materials.
– Create a public service advertising campaign and research placements.
– Create a series of short podcasts.

If this idea interests you, please leave a comment with your email address and I’ll get back to you. I hope you will consider participating.

Bonnie McEwan
PT Assistant Professor
The New School

Sustainable Marketing: How We Got Here

1) In the beginning marketing was a simple exchange between two or more people. Beaver pelts for salt and nails. Wild berries for a bolt of calico cloth. It took place in a physical market: the big rock over by Joe’s cave or, later, the bazaar at Samarkand or, later still, the

Police protect profits

Traditional marketing is about generating and protecting profits

Shake Shack in Madison Square Park.

2) Once humans learned to produce excess stuff for trade, marketing came to include luxury goods for the elite. The place of exchange was the known world, reached via the Silk Road or the sea routes to ancient Britain.

3) Marx came along and said those who owned the means of production (capital) had all of this extra stuff that they had to sucker the masses into both creating (the workers) and, eventually, consuming (See Henry Ford).

4) Having to sell excess stuff begat advertising. Don Draper created clever ads that seduced us into consuming more and more stuff. Some countries got rich and consumed even more stuff. Eventually, even poor nations became consumers.

5) Philip Kotler made marketing seem scientific with his 4 Ps. More marketers with more stuff to sell used the Ps to create more demand and bigger markets.

6) Mass media fueled a lust for stuff by many rather than just a few. More stuff was produced and consumed by more people. Everything was growing except Earth’s ability to support all of us and our stuff.

Plastic in tree tops

Sustainable marketing keeps plastic out of tree tops.

7) Now, with our backs to the climate change wall, anyone with any sense (that’s us, folks) needs to figure out a kinder, gentler, more sustainable marketing system that is focused on only 3 Ps — people, planet, and yes, profits. But profits can’t come first any longer.

10 Great Leadership Speeches

Hillary ClintonGreat leadership is tightly bound with the ability to communicate effectively. This is especially true for those who would lead social movements or serve in high public office.

To inspire people to sacrifice, to persevere in the face of difficulties, to achieve more together than they would separately, requires a command of language and a superb sense of timing. Here are 10 examples of superior leadership communication, words that still matter today.

Franklin Delano Roosevelt — First Inaugural Address, 1933
“In the field of world policy, I would dedicate this Nation to the policy of the good neighbor: the neighbor who resolutely respects himself and, because he does so, respects the rights of others; the neighbor who respects his obligations and respects the sanctity of his agreements in and with a world of neighbors.”

FDR used radio to reach more Americans with Fireside Chats.

FDR used radio to reach more Americans with Fireside Chats. Photo: Tony Fischer

George Washington — Farewell Address, 1796
“The basis of our political system is the right of the people to make and to alter their constitutions of government. But the Constitution which at any time exists, till changed by an explicit and authentic act of the whole people, is sacredly obligatory upon all. The very idea of the power and the right of the people to establish government presupposes the duty of every individual to obey the established government.“

Barbara Jordan as keynote speaker at the 1976 Democratic National Convention. (AP photo)

Barbara Jordan as keynote speaker at the 1976 Democratic National Convention. (AP photo)

Barbara Jordan —Statement on the Articles of Impeachment, 1974

“When [the Constitution] was completed on the seventeenth of September in 1787, I was not included in…’We, the people.’ “ I felt somehow for many years that George Washington and Alexander Hamilton just left me out by mistake. But through the process of amendment, interpretation, and court decision, I have finally been included in ‘We, the people.’ ”

Martin Luther King, Jr. — I Have a Dream, 1963
“I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.”

Robert F. Kennedy — Indianapolis, Indiana, April 4, 1968
“Martin Luther King dedicated his life to love and to justice between fellow human beings. He died in the cause of that effort. In this difficult day, in this difficult time for the United States, it’s perhaps well to ask what kind of a nation we are and what direction we want to move in.”

RFK, Indianapolis the day MLK was shot. Photo: Bill Eppridge

RFK, Indianapolis the day MLK was shot. Photo: Bill Eppridge

Sojourner Truth — The Women’s Convention, Akron, Ohio, 1851
“That man over there says that women need to be helped into carriages, and lifted over ditches, and to have the best place everywhere. Nobody ever helps me into carriages, or over mud-puddles, or gives me any best place! And ain’t I a woman?”

Hillary Rodham Clinton — 4th World Conference on Women, Beijing, 1995
“If there is one message that echoes forth from this conference, let it be that human rights are women’s rights and women’s rights are human rights once and for all.”

Winston Churchill — To the House of Commons, 1940
“We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our Island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we
shall never surrender.”

JFK speaks to crowds at the Berlin Wall

JFK speaks to crowds at the Berlin Wall

John F. Kennedy — West Berlin, 1963
“Freedom has many difficulties and democracy is not perfect, but we have never had to put a wall up to keep our people in, to prevent them from leaving us.”

Abraham Lincoln — Second Inaugural Address,1865
“With malice toward none; with charity for all; with firmness in the right, as God gives us to see the right, let us strive on to finish the work we are in; to bind up the nation’s wounds; to care for him who shall have borne the battle, and for his widow, and his orphan – to do all which may achieve and cherish a just and lasting peace, among ourselves, and with all nations.”