Lessons Learned from a Cool, Cause-Marketing Initiative The Andre Agassi Charitable Foundation / eec Program Supported by eec-Member Volunteers February 11, 2009

Panelists & Moderator Julie Krell , Director of Marketing & Communications, The Andre Agassi Charitable Foundation Dylan Boyd , Vice President of Sales & Strategy, eROI Chris Frasier , Account Development Manager, BlueHornet Heather Vessey , Email Group Manager, Bonnier Corporation Erick Mott , Communications Director, Lyris

Julie Krell , Director of Marketing & Communications, The Andre Agassi Charitable Foundation

Dylan Boyd , Vice President of Sales & Strategy, eROI

Chris Frasier , Account Development Manager, BlueHornet

Heather Vessey , Email Group Manager, Bonnier Corporation

Erick Mott , Communications Director, Lyris

In this Presentation… How to organize for a cause What not to do in a cause marketing context Why email marketing is a natural fit What can be achieved with Web 2.0 How cause marketing can help your business and make a difference for others Q&A

How to organize for a cause

What not to do in a cause marketing context

Why email marketing is a natural fit

What can be achieved with Web 2.0

How cause marketing can help your business and make a difference for others

Q&A

What is Cause Marketing? Marketing that involves the cooperative efforts of a “for profit” business and a “non-profit” organization for mutual benefit; also referred to as “cause-related marketing” Marketing relationships that do not include direct donations from a “for profit” to a “non-profit.” Example: eec-member organizations collaborating to support The Andre Agassi Charitable Foundation

Marketing that involves the cooperative efforts of a “for profit” business and a “non-profit” organization for mutual benefit; also referred to as “cause-related marketing”

Marketing relationships that do not include direct donations from a “for profit” to a “non-profit.”

Example: eec-member organizations collaborating to support The Andre Agassi Charitable Foundation

Supporting eec-Member Organizations

About The Andre Agassi Charitable Foundation Who is Andre Agassi? Tennis champion with 8 Grand Slam titles and an Olympic gold medal Started The Andre Agassi Charitable Foundation in 1994 Retired from the tour in 2006 Deeply focused on improving U.S. public education for underserved children Foundation has raised nearly $75 million Grand Slam for Children benefit concert has been primary fundraising vehicle

Who is Andre Agassi?

Tennis champion with 8 Grand Slam titles and an Olympic gold medal

Started The Andre Agassi Charitable Foundation in 1994

Retired from the tour in 2006

Deeply focused on improving U.S. public education for underserved children

Foundation has raised nearly $75 million

Grand Slam for Children benefit concert has been primary fundraising vehicle

The Foundation’s Mission The Andre Agassi Charitable Foundation is dedicated to transforming U.S. public education for underserved youth. The Foundation drives reform by engaging in practice, policy and partnerships that provide quality education and enrichment opportunities. The centerpiece of the mission is the Andre Agassi College Preparatory Academy.

The Andre Agassi Charitable Foundation is

dedicated to transforming U.S. public education for

underserved youth. The Foundation drives reform

by engaging in practice, policy and partnerships that

provide quality education and enrichment

opportunities.

The centerpiece of the mission is the Andre Agassi

College Preparatory Academy.

Andre Agassi College Preparatory Academy in Las Vegas

How to Organize for a Cause Commit Secure executive sponsorship Set goals Plan and communicate Manage tasks and expectations

Commit

Secure executive sponsorship

Set goals

Plan and communicate

Manage tasks and expectations

eec’s Program Goals Grow Foundation database of donors and friends in order to reach out to more people who may have interest in giving Communicate with donors more regularly with meaningful content; segment database to better target messaging Increase online giving (year over year comparison, how far can we move the needle?)

Grow Foundation database of donors and friends in order to reach out to more people who may have interest in giving

Communicate with donors more regularly with meaningful content; segment database to better target messaging

Increase online giving (year over year comparison, how far can we move the needle?)

Tactical Planning Create Target List Create Ad needs Launch Ad (VIV) Test Email List Launch Create Viral and Social Network Effort (Facebook) Design conversion email for opt-ins Launch email strategy Bluehornet DB set up Google Analytics key words leveraged for copy Creative optimized Define Goals Team members chosen Goals identified Strategy Presented Basic elements in process Reach out to Partners Create test offer Optimize Strategy Tweak Creative Design Creative Email sent from Bluhornet Result reviews and next set of optimizations set Define Goals for reach and audience Recommend Search Optimization????? Launch Test offer Analyze Results Launch email Create email stream to move donors into frequent donors Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 PRE LAUNCH OPTIMIZE AWARENESS DONATIONS

LESSON #1 Manage priorities and plans carefully so everyone on the team is on the same page and can deliver on commitments. Don’t bite off more than you can chew.

What Not to Do Use it for personal gain Commit without executive sponsorship Expect too much from volunteers Over promise and under deliver Ignore the power of good collaboration

Use it for personal gain

Commit without executive sponsorship

Expect too much from volunteers

Over promise and under deliver

Ignore the power of good collaboration

LESSON #2 Participate for the right reasons; be authentic and transparent.

Why Email Marketing is a Natural Fit Overview of 2008 accomplishments Before and after examples Focus for 2009 Next Steps Email marketing works for trusted fundraisers.

Overview of 2008 accomplishments

Before and after examples

Focus for 2009

Next Steps

Program Accomplishments from 2008 Refinement of creative and strategy New sign-up page Implemented branded double opt-in email targeted at new site sign-ups Welcome letter sent daily to all new subscribers Post card and new newsletter templates completed

Refinement of creative and strategy

New sign-up page

Implemented branded double opt-in email targeted at new site sign-ups

Welcome letter sent daily to all new subscribers

Post card and new newsletter templates completed

Double Opt-In New process Focused on building strong list of engaged subscribers Will help respect people’s choice of how they would like to communicate

New process

Focused on building strong list of engaged subscribers

Will help respect people’s choice of how they would like to communicate

Welcome Letter Personalized introduction to the Foundation Provides history about the Foundation and sets expectations of what’s to come Acts as an immediate touch to new subscribers Subscribers able to donate from email

Personalized introduction to the Foundation

Provides history about the Foundation and sets expectations of what’s to come

Acts as an immediate touch to new subscribers

Subscribers able to donate from email

Newsletter: Before Time and resource limitations resulted in duplication of print version sent via email All content contained in email, no links to Foundation site or other call to action Required a lot of effort on behalf of the subscriber to digest messages

Time and resource limitations resulted in duplication of print version sent via email

All content contained in email, no links to Foundation site or other call to action

Required a lot of effort on behalf of the subscriber to digest messages

Newsletter: After On brand, shorter, more dynamic and incorporates smaller articles which people can link to the full version online Also includes snippet text, anchor tags, view online and navigation links for readers to use as a jumping off point to get to different areas of the Foundation site Goal is to further engage subscribers and help create an emotional connection with the Foundation Vehicle to provide an update about projects and initiatives

On brand, shorter, more dynamic and incorporates smaller articles which people can link to the full version online

Also includes snippet text, anchor tags, view online and navigation links for readers to use as a jumping off point to get to different areas of the Foundation site

Goal is to further engage subscribers and help create an emotional connection with the Foundation

Vehicle to provide an update about projects and initiatives

Focus for 2009 Monitor subscriber behavior and continually adjust plan based on measurable results Implement segmentation strategy based on preferences, demographic data and behavioral information Optimize list growth opportunities where they make sense and will produce the best engagement possibilities Recruit partners to help drive sign-ups, awareness and online donations to the Foundation

Monitor subscriber behavior and continually adjust plan based on measurable results

Implement segmentation strategy based on preferences, demographic data and behavioral information

Optimize list growth opportunities where they make sense and will produce the best engagement possibilities

Recruit partners to help drive sign-ups, awareness and online donations to the Foundation

Next Steps Fold in additional communications such as follow up emails based on what new subscribers stated they were interested in during the sign-up process Continue to shape communications strategy with Foundation staff in a sustainable way Branding updates Leverage Web 2.0

Fold in additional communications such as follow up emails based on what new subscribers stated they were interested in during the sign-up process

Continue to shape communications strategy with Foundation staff in a sustainable way

Branding updates

Leverage Web 2.0

LESSON #3 Solid email marketing strategy and execution = lower costs and increased ROI [manage bandwidth and expectations when working with partners and volunteers with other commitments]

What Can Be Achieved with Web 2.0? Social capital online does convert to $upport Move people with authentic stories and a cause (consider Obama’s election campaign) Scalable, cost effective channels and tools: Facebook’s “Cause” Application LinkedIn; Twitter Blogging; Web 2.0 badges

Social capital online does convert to $upport

Move people with authentic stories and a cause (consider Obama’s election campaign)

Scalable, cost effective channels and tools:

Facebook’s “Cause” Application

LinkedIn; Twitter

Blogging; Web 2.0 badges

Examples Create a 501c3 cause in Facebook i.e. Keep the Arts in Public Schools, 500,000+ members & growing Supporters add cause link to profiles This helps to create social capital

Examples (cont.) Supporters post mentions and links on Twitter

Examples (cont.) 1) David Armano’s Blog, Network and Social Capital 2) Her Family’s Story and Needs 3) Their Cause and Online Results!

Web 2.0 Badges for 2009 Creative by Smith-Harmon These new Web 2.0 badges will enable supporters to post in their blogs, social networks, newsletters, websites and email to drive more support and donations for the Foundation.

LESSON #4 Get in the Web 2.0 game with leaders and powerful stories. Brands with fans, and a cause, create results.

How Cause Marketing Helps Business: Morale Goodwill Awareness and PR Networking Brand loyalty and differentiation Sales

Business:

Morale

Goodwill

Awareness and PR

Networking

Brand loyalty and differentiation

Sales

How Cause Marketing Helps (cont.) Non-profit: Mission impact Revenue generation beyond donations Enhanced visibility Audience access – Leadership and volunteers Connections/expertise in marketing New channels

Non-profit:

Mission impact

Revenue generation beyond donations

Enhanced visibility

Audience access

– Leadership and volunteers

Connections/expertise in marketing

New channels

Cause Marketing Tips How can my team boost business by giving back? Identify a cause that fits your business Don’t manufacture your concern Define your marketing goals Don’t gloss over the business benefits Put metrics in the process Don’t be modest about your involvement Integrate cause marketing with your other marketing efforts – through internal communications and marketing plans Make sure that your charitable organization promotes your business in all of their marketing programs Source: Joanna L. Krotz

How can my team boost business by giving back?

Identify a cause that fits your business

Don’t manufacture your concern

Define your marketing goals

Don’t gloss over the business benefits

Put metrics in the process

Don’t be modest about your involvement

Integrate cause marketing with your other marketing efforts – through internal communications and marketing plans

Make sure that your charitable organization promotes your business in all of their marketing programs

LESSON #5 Cause-based partnerships benefit businesses and non-profits. Enjoy, everyone wins.

Summary TOP FIVE LESSONS: 1) Manage and don’t bite off more than you can chew. 2) Be authentic and transparent. 3) Solid email marketing = lower costs & increased ROI. 4) Brands with fans, and a cause, create results. 5) Enjoy, everyone wins.

TOP FIVE LESSONS:

1) Manage and don’t bite off more than you can chew.

2) Be authentic and transparent.

3) Solid email marketing = lower costs & increased ROI.

4) Brands with fans, and a cause, create results.

5) Enjoy, everyone wins.

Q&A Ask good questions and receive a signed ball from Andre Agassi…

Ask good questions and receive a signed ball from Andre Agassi…

Support the Foundation to Help and Learn More Subscribe to the newsletter; visit www.agassifoundation.org Add the Foundation link in your Facebook and LinkedIn profiles Blog and Tweet about the Foundation Join the eec / Foundation team

Subscribe to the newsletter; visit www.agassifoundation.org

Add the Foundation link in your Facebook and LinkedIn profiles

Blog and Tweet about the Foundation

Join the eec / Foundation team