RockCorps is not your average not-for-profit organization. It is a leader when it comes to developing more experiential ways of engaging the masses to create positive change in the world.
To be a bit more precise, RockCorps is a global youth movement. Its mission is to inspire the world’s youth to experience the power of volunteering. The reward RockCorps offers its volunteers is quite compelling. It produces pop, rock and hip-hop concerts and distributes the tickets exclusively to volunteers who have either conducted four hours of volunteer work through RockCorps or who have organized volunteer projects to benefit a local charity.
Stephen Greene, RockCorps’ long-standing CEO, summarizes the belief that led seven friends to create the organization—and a belief that still holds true: “One person, one show, one city at a time. We are crazy enough to think we can change the world.”
RockCorps’ first concert took place in New York in 2005. Since then, the organization has produced spectacular celebratory concerts around the world—all featuring major international artists. By leveraging the power of music, RockCorps has inspired youth to give over half a million hours of work to their respective communities. Over the past eight years, RockCorps has supported 2,400 partners in the non-profit sector.
RockCorps fully understands the potential that lies in tapping into a brand’s sphere of influence and intentionally connects the for- and not-for-profit worlds. That’s why its concerts serve as platforms for selected brand partners. By connecting Millennials to both the sponsoring brand and a good cause, RockCorp not only meets its partners’ objectives, but also creates value and long-term social gain.
The RockCorps platform enables brand partners to develop a lasting, meaningful relationships with young consumers, the result of which is seen through significant shifts in brand perception, purchasing behavior and product differentiation. Basically, it’s a “win-win-win” situation: The volunteers win. The brand partners win. And the local charities win.
Accordingly, the organization’s track record is quite impressive: Over 40 concerts have featured world-class artists such as Lady Gaga, Rihanna, Maroon 5 and P.Diddy. Roughly 160,000 volunteers have contributed approximately 600,000 hours of volunteering. And many more potential volunteers were reached through classic and social media.
RockCorps is once again looking closely at the United States. “Since our last concert in the US in 2008, we have been on a world tour: UK, France, Israel, Mexico, Venezuela, Colombia, South Africa, Australia and now Japan,” noted Greene. “RockCorps, however, is an American-founded company and we are preparing to come home.” He continued by acknowledging that RockCorps has come a long way since it was first founded. “We have learned a tremendous amount since our last U.S. concerts--how the music industry, youth, artists, communities and brands not only can help each other to meet their own objectives, but can also change the world in the meantime. We are seeking brand partners who share the same vision!’
The RockCorps story is undoubtedly a compelling one—one that is told by the for-profit and not-for-profit sector together—as it should be. Because when big brands team up on big cause-related missions, the positive impact is felt far and wide—and leaves the world a better place.
To find out how you can either become a volunteer or a brand sponsor and support the RockCorps mission, please visit their website.
Dominik Prinz is a Strategy Director in Interbrand’s New York office. You can follow him on Twitter @DomPrinz.