The Future of
Cause Marketing
Using the Internet to Help
Change the World
Scott Henderson, MediaSauce
@scottyhendo
Mashable Social Good Conference

A little about me

It is wonderful to create.
Akira Kurosawa

The
Interconnected AGE

Are you
prepared for
this reality?

Philanthropy
Here’s an oversized
check for that problem

Pledge to End
Hunger
http://www.pledgetoendhunger.com

from idea to
action

!
!

opportunity:
SXSWi ʼ09

#1 objective:
highlight the cause

#2 objective:
raise awareness for
Share Our Strength

#3 objective:
drive individual
action

key leaders:
2 co-chairs with 50+
champions

compelling
story:
1 of 6 kids hungry
1 click feeds 140 kids

strategy:
> main hub
> sm outposts
> easy call-to-action

easy to share:
> widget
> avatar
> badges
> Twitter acct & hashtag
> Facebook cause

generating
traffic:
> HungerPledge champs
> email sends
> press releases

success:
> goal reached in 28 hours
> increased to 4 trucks
> raised $28,000

Lesson 1:
Leadership Matters

Co-Chairs and
Champions:
20% of All Traffic

Planned Traffic:
20% of 494 Sources
67.5% All Traffic

Lesson 2:
The Convoy Thunders On

Lesson 3:
Free Philanthropy Works

Pledged to Give:
> 21% of Pledge signers
> 714 gave directly
> $28,000 donated
> 95% new donors
> Largest gift was $2,500

Lesson 4:
Embrace the Swarms

12for12k.org:
$13k+ on 3/12

Michele Helsel:
> Email and Phone
> 24, 157, 344
> Missouri in 2nd Place
> 10.8% of All Pledges

Lesson 5:
Live Interactions Amplify
Online Activity

SXSWi ʼ09:
37.3% Direct Traffic
32.1% Unique Visitors
30.6% All Pledges

Sunday
March 15
2009

One Tweet:
5.4% All Traffic

Direct Traffic:
29% Direct Twitter
9% All Direct

Mashable/GaryVee:
2 hours: 232 Pledges (5%)
18 hours: 520 Pledges (11%)

Tuesday
March 17
2009

Keynote Q&A:
22% Direct Twitter
17.8% Direct Traffic

Lesson 6:
Use the Right Tools

vs.

Click Thru Conversions
57,831 207,426
3.8% 2.0%
2,204 4,154

Total Visits
14% 46%
2,492 8,240

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

Download
Full Case Study:
www.mediasauce.com/cause

Questions?

Letʼs stay connected:
> @scottyhendo
> scott.henderson@mediasauce.com
> rallythecause.com
> mediasauce.com/cause