Key Marketing Lessons from charity: water


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Alex Rascanu's "Key Marketing Lessons from charity: water" presentation at the #MarketersUnbound event organized by Marketers Without Borders at the Capital C office on June 3, 2014. More info. about Alex: More info. about Marketers Without Borders:

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  • Since 2006, Charity: Water—which raises money to fund clean water projects in Africa, Latin America and Asia—has collected more than $100 million for 8,200 plus projects that have delivered safe water to more than 3.2 million people.
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  • In 2012, Charity: Water raised $33 million. Harrison says that about 60% of donations come from grass root donors and 40% is from large gifts ($75,000 to $2 million) by wealthy people.
    Corporations get involved too. Last week Charity: Water threw its annual charity ball in New York to benefit water projects in Malawi. More than 2,100 guests and sponsors helped donate more than $4 million—with the Caterpillar Foundation pledging $1 million. Google is getting involved too. Last year Google Impact Awards pledged $5 million to help Charity: Water create cheap digital monitors that would read and transmit data from its thousands of wells to report how much water each are production. Water wells, all in remote locations, don’t always function. The monitors (still in development) will show effective and efficiency of the projects, and of Charity: Water itself. It’s all part of what Harrison calls “uncomfortable transparency”—not to mention great marketing for his data-loving benefactors.
  • Key Marketing Lessons from charity: water

    1. 1. Key marketing lessons from charity: water Alex Rascanu @alexrascanu #MarketersUnbound
    2. 2. Be bold
    3. 3. Be different (in a good way)
    4. 4. “To get people involved around the world, we’d have to use whatever technology was available at the time and become early adopters of innovation,” Harrison told Forbes journalist Steven Bertoni. “I didn’t know how to do that.” For advice, he cold-emailed Facebook’s Mark Zuckerberg, MySpace’s Tom Anderson and Bebo’s Michael Birch. Birch wrote back. Fast forward six-months and Birch had coded Charity: Water’s website, donated $1 million and, most importantly, introduced Harrison to his fellow tech entrepreneurs. “He gave an interesting mix of time, talent and treasure,” says Harrison. Ask for help
    5. 5. Surround yourself with experts
    6. 6. Invest in design and copywriting
    7. 7. Be clear and to the point
    8. 8. Create engaging content
    9. 9. Have a smooth donation process
    10. 10. Be creative in your fundraising
    11. 11. Secure multiple sources of funding
    12. 12. Turn influencers into brand ambassadors
    13. 13. Tell stories about your social impact
    14. 14. Prove the impact you’re making
    15. 15. Partner with top quality brands
    16. 16. Create resources for brand ambassadors
    17. 17. Be transparent and accountable
    18. 18. Make a difference.
    19. 19. Alex Rascanu Director of marketing and operations, Conversion Founder, Marketers Without Borders @alexrascanu