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The Future of Cause Marketing (Mashable Social Good Conference)

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Presentation of the Pledge to End Hunger case study from MediaSauce. This version was delivered to the Mashable Social Good Conference on August 28, 2009 by Scott Henderson, Cause Marketing Director.

Presentation of the Pledge to End Hunger case study from MediaSauce. This version was delivered to the Mashable Social Good Conference on August 28, 2009 by Scott Henderson, Cause Marketing Director.

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  • 1. The Future of Cause Marketing Using the Internet to Help Change the World Scott Henderson, MediaSauce @scottyhendo Mashable Social Good Conference
  • 2. A little about me
  • 3. It is wonderful to create. Akira Kurosawa
  • 4. The Interconnected AGE
  • 5. Are you prepared for this reality?
  • 6. Philanthropy Here’s an oversized check for that problem
  • 7. Pledge to End Hunger http://www.pledgetoendhunger.com
  • 8. from idea to action
  • 9. ! !
  • 10. opportunity: SXSWi ʼ09
  • 11. #1 objective: highlight the cause
  • 12. #2 objective: raise awareness for Share Our Strength
  • 13. #3 objective: drive individual action
  • 14. key leaders: 2 co-chairs with 50+ champions
  • 15. compelling story: 1 of 6 kids hungry 1 click feeds 140 kids
  • 16. strategy: > main hub > sm outposts > easy call-to-action
  • 17. easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
  • 18. generating traffic: > HungerPledge champs > email sends > press releases
  • 19. success: > goal reached in 28 hours > increased to 4 trucks > raised $28,000
  • 20. Lesson 1: Leadership Matters
  • 21. Co-Chairs and Champions: 20% of All Traffic
  • 22. Planned Traffic: 20% of 494 Sources 67.5% All Traffic
  • 23. Lesson 2: The Convoy Thunders On
  • 24. Lesson 3: Free Philanthropy Works
  • 25. Pledged to Give: > 21% of Pledge signers > 714 gave directly > $28,000 donated > 95% new donors > Largest gift was $2,500
  • 26. Lesson 4: Embrace the Swarms
  • 27. 12for12k.org: $13k+ on 3/12
  • 28. Michele Helsel: > Email and Phone > 24, 157, 344 > Missouri in 2nd Place > 10.8% of All Pledges
  • 29. Lesson 5: Live Interactions Amplify Online Activity
  • 30. SXSWi ʼ09: 37.3% Direct Traffic 32.1% Unique Visitors 30.6% All Pledges
  • 31. Sunday March 15 2009
  • 32. One Tweet: 5.4% All Traffic
  • 33. Direct Traffic: 29% Direct Twitter 9% All Direct
  • 34. Mashable/GaryVee: 2 hours: 232 Pledges (5%) 18 hours: 520 Pledges (11%)
  • 35. Tuesday March 17 2009
  • 36. Keynote Q&A: 22% Direct Twitter 17.8% Direct Traffic
  • 37. Lesson 6: Use the Right Tools
  • 38. vs.
  • 39. Click Thru Conversions 57,831 207,426 3.8% 2.0% 2,204 4,154
  • 40. Total Visits 14% 46% 2,492 8,240
  • 41. Lessons Learned: 1. Leadership Matters 2. The Convoy Thunders On 3. Free Philanthropy Works 4. Embrace the Swarms 5. Live Interactions Amplify 6. Use the Right Tools
  • 42. Download Full Case Study: www.mediasauce.com/cause
  • 43. Questions?
  • 44. Letʼs stay connected: > @scottyhendo > scott.henderson@mediasauce.com > rallythecause.com > mediasauce.com/cause