Cause Marketing: What For-Profits Can Learn From Non-Profits

Igniting Powerful, Sustainable, Word of Mouth Movements • brainsonfire.com

HELLO.

I WAS BORN WITHOUT A NAME.

ROBBIN

RO BB IN

I LOVE...

Good Beer.

WILL WORK FOR HAPPINESS.

Our Book.

not for PROFIT

DOING GOOD = PROFIT

VALUE SHIFT

We need to use our BRAND AMBASSADORS so they can get some VIRAL BUZZ and our COMMUNITY INFLUENCERS can EVANGELIZE the PRODUCT SEEDING and create some SOCIAL MEDIA about it. Then we ’ ll TWEET about it and update our FACEBOOK status as we check in on FOURSQUARE .

I ’ M SORRY, BUT… WTF .

THE FOCUS SHOULD NOT BE TECHNOLOGY .

IT ’ S ABOUT PEOPLE, STUPID.

WHAT IS A MOVEMENT?

A sustainable movement happens when customers and employees share their passion for a business or cause and become a self-perpetuating force for excitement, ideas, communication, and growth.

CAMPAIGNS MOVEMENTS VS

CAMPAIGN

MOVEMENT

Capture Market Share Penetrate Markets Launch an attack on competitors Market Domination Target Customers CAMPAIGN

Kindred Spirits Fans Spreading the word Passion Evangelists Inspiration Grassroots Loud and Proud Love MOVEMENT Love

CAMPAIGN

MOVEMENT

CAMPAIGN

MOVEMENT

CAMPAIGN

MOVEMENT

CAMPAIGN

MOVEMENT

CAMPAIGN

MOVEMENT

BUILT ON PASSION

THE ABOLITION OF CHILD SEX SLAVERY AND EXPLOITATION.

FACTS ARE OVERWHELMING

TWO CHILDREN EVERY MINUTE

THE ABOLITION OF CHILD SEX SLAVERY AND EXPLOITATION.

Movements Have Powerful Identities

FILL IN THE BLANK: “ I AM . ”

POWERFUL IDENTITY

Movements live online and off-line.

WORD OF MOUTH HAPPENS OFFLINE 90%

OFFLINE TOOLS

OFFLINE

Movements have shared ownership.

Ownership & Implementation SHARED OWNERSHIP

SHARED OWNERSHIP

Church in Long Island, New York given a winning 3 million dollar lottery ticket Church donated $200,000 Pastor on Good Morning America . SHARED OWNERSHIP

A MOVEMENT IS NOT A SPASM OF PASSION WE NEED A COLLECTIVE SHOUT!

SHARED OWNERSHIP

Movements Get Results

• More than tripled donations since changing their name & story • 19,000 Love146 twibbons • 160 Task Forces

• 100 offline events in last 6 months • 400K+ website hits per month • 250 user-submitted videos in the last year

So, how does this apply to ?

WHAT ARE THE STORIES YOUR ORGANIZATION TELLS?

HOW CAN YOU EMPOWER PEOPLE TO TELL YOUR STORY ONLINE AND FACE TO FACE?

THINK: CONVERSATION TOOLS

WHAT IS YOUR INJUSTICE?

Fiskars scrapbooking products drive virtually no conversation in the blogosphere.Existing online hubs had become a place for cattiness, bullying and criticism. Online mining discovered the market was much younger. Scrapbooking isn ’ t just for grandma. aka… Scrap Bitches.

These women were extremely passionate! But their passion wasn ’ t about the tools. It was about what those tools enabled them to do.

REFRAME THE CONVERSATION

Reframe the conversation from “ about scissors ” to “ about people celebrating their creativity and sharing their personal lives with each other. ” Create and support a positive blog community, supported by Fiskars. A community led not by the best technical scrapbookers, but by the most passionate .

Movements have inspirational leaders.

Movements Empower People with Knowledge

Movements Have Powerful Identities

Movements live online and off-line.

• 3x sales growth in stores visited by a Lead Fiskateer • 8500+ engaged Fiskateers • 500% Yearly Value of community

• 600% increase in online mentions • 120K+ positive comments

WHAT ARE YOUR advocates REALLY TALKING ABOUT?

HOW DO YOU FIT INTO THEIR LIVES?

HOW AND WHERE CAN YOU FIND YOUR ORGANIZATION ’ S BEST FRIENDS?

WHAT IS YOUR INJUSTICE?

REFRAME THE CONVERSATION

Powerful Identity

A growing movement

WORD OF MOUTH HAPPENS OFFLINE 90%

OFFLINE

WONDEROPOLIS IN THE CLASSROOM OFFLINE

• 18,500 visitors in its first month • Jan-Aug 2011 unique visitors grew by 670% • O dollars spent on marketing, growth totally fueled by organic word of mouth • Facebook & Twitter followers grow steadily, averaging 150 and 141 new fans per month, respectively

• Unsolicited favorable reviews in 100+ online publications and blogs. • Time Magazine named Wonderopolis one of 2011 ’ s “ 50 Best Websites. ” • EducationWorld.com 5 stars for its high-quality information and ability to bring fun into the classroom.

DO YOU HAVE “ TALKABLE ” CONTENT?

HOW CAN YOU ADD VALUE TO PEOPLE ’ S LIVES?

MOVEMENTS BEGIN WITH COMMUNITY

Movements have inspirational leaders.

creating momentum recruiting leaders

Cross country search for 12 Lead Ambassadors • 6 Metro Campus Tour • 300 appications STEP UP AND LEAD creating momentum recruiting leaders

THE DRIVEN CLASS LEAD AMBASSADORS

Movements Empower People with Knowledge

On LINE

OFF LINE

Now It ’ s Your Turn...

ROBBIN PHILLIPS Courageous President @robbinphillips

Cause Marketing: What For-Profits Can Learn From Non-Profits

by Word of Mouth Marketing Association on Jan 24, 2012

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