NEAHP - 2011 Cause Marketing for  Healthcare Organizations  Joe Waters & Joanna MacDonald Selfishgiving.com Cause & Event ...
Who Are We? <ul><li>Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years) </li></ul><ul><li>Future Authors,  Ca...
Three Areas of Focus <ul><li>Cause Marketing </li></ul><ul><li>Cause Marketing & Social Media </li></ul><ul><li>Location-B...
Rules of the Road <ul><li>45 minute presentation </li></ul><ul><li>30 minute Q&A </li></ul><ul><li>Questions after each se...
What is Cause Marketing? Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit
CM Raises Money & Awareness
8 Reasons HO Should Do CM <ul><li>Perfect emotional message </li></ul><ul><li>Good reputation </li></ul><ul><li>Patients a...
8 Reasons HO Should Do CM <ul><li>Good events to leverage </li></ul><ul><li>Large workforce </li></ul><ul><li>Flexible mes...
Types of Cause Marketing <ul><li>Licensing </li></ul><ul><li>Message Promotion </li></ul><ul><li>Employee Engagement </li>...
Point-of-Sale Cause Marketing Joe
Why Point-of-Sale? <ul><li>Lucrative </li></ul><ul><li>Cost-effective </li></ul><ul><li>Easy to execute </li></ul><ul><li>...
Local Success Story - BMC <ul><li>100 Job Lot Stores </li></ul><ul><li>Month-Long Program </li></ul><ul><li>$1M Since 2004...
Local Success Story - BMC <ul><li>50 iParty Stores </li></ul><ul><li>$160,000/yr. </li></ul><ul><li>Co-marketing with othe...
Purchase Triggered Donations Joe
Action Triggered Donations
Why Purchase Triggered? <ul><li>Good money </li></ul><ul><li>Guaranteed </li></ul><ul><li>Natural for social media </li></...
Local Success Story – Jumpstart <ul><li>$.50 each drink  </li></ul><ul><li>$15,000 </li></ul><ul><li>Northeast Only </li><...
CM Meets SM
Promoting
Learning
Fundraising <ul><li>“ Like” the Facebook Page ($5) </li></ul><ul><li>Comment on the page or “like” any posting ($2) </li><...
The Next Frontier
What is Location-Based Cause Marketing? Using mobile technology to target consumers by location to achieve cause marketing...
Check-In Donations - 3/10
Check-In Donations - 1/11 Complete Challenge = $5 + $5 Match
Badges
Loyalty Programs
Mobile Payments
4 Practical Tips <ul><li>Use LBS as an enhancer </li></ul><ul><li>Use LBS as is </li></ul><ul><li>Use LBS with the right d...
For More Training www.HospCorpDev.com
For More Training www.SixFigureCauseMarketing.com
For More Info
For More Info
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NEAHP - Cause Marketing for Health Care Organizations

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  • NEAHP - Cause Marketing for Health Care Organizations

    1. 1. NEAHP - 2011 Cause Marketing for Healthcare Organizations Joe Waters & Joanna MacDonald Selfishgiving.com Cause & Event Marketing, BMC March 14, 2011
    2. 2. Who Are We? <ul><li>Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years) </li></ul><ul><li>Future Authors, Cause Marketing for Dummies (July, 2011) </li></ul><ul><li>Joe: Blogger, Selfishgiving.com (6 years) </li></ul>Joe
    3. 3. Three Areas of Focus <ul><li>Cause Marketing </li></ul><ul><li>Cause Marketing & Social Media </li></ul><ul><li>Location-Based Cause Marketing </li></ul>Joe
    4. 4. Rules of the Road <ul><li>45 minute presentation </li></ul><ul><li>30 minute Q&A </li></ul><ul><li>Questions after each section and at the end </li></ul><ul><li>Put down your pens! </li></ul>Joe
    5. 5. What is Cause Marketing? Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit
    6. 6. CM Raises Money & Awareness
    7. 7. 8 Reasons HO Should Do CM <ul><li>Perfect emotional message </li></ul><ul><li>Good reputation </li></ul><ul><li>Patients are partners </li></ul><ul><li>Vendors are a resource </li></ul>Joe
    8. 8. 8 Reasons HO Should Do CM <ul><li>Good events to leverage </li></ul><ul><li>Large workforce </li></ul><ul><li>Flexible messaging </li></ul><ul><li>You can afford it! </li></ul>
    9. 9. Types of Cause Marketing <ul><li>Licensing </li></ul><ul><li>Message Promotion </li></ul><ul><li>Employee Engagement </li></ul><ul><li>Point-of-Sale </li></ul><ul><li>Purchase Triggered Donations </li></ul><ul><li>Digital </li></ul>Joe
    10. 10. Point-of-Sale Cause Marketing Joe
    11. 11. Why Point-of-Sale? <ul><li>Lucrative </li></ul><ul><li>Cost-effective </li></ul><ul><li>Easy to execute </li></ul><ul><li>Plays well with others </li></ul>
    12. 12. Local Success Story - BMC <ul><li>100 Job Lot Stores </li></ul><ul><li>Month-Long Program </li></ul><ul><li>$1M Since 2004 </li></ul>
    13. 13. Local Success Story - BMC <ul><li>50 iParty Stores </li></ul><ul><li>$160,000/yr. </li></ul><ul><li>Co-marketing with other businesses </li></ul>
    14. 14. Purchase Triggered Donations Joe
    15. 15. Action Triggered Donations
    16. 16. Why Purchase Triggered? <ul><li>Good money </li></ul><ul><li>Guaranteed </li></ul><ul><li>Natural for social media </li></ul><ul><li>Reflects a serious brand </li></ul>
    17. 17. Local Success Story – Jumpstart <ul><li>$.50 each drink </li></ul><ul><li>$15,000 </li></ul><ul><li>Northeast Only </li></ul>
    18. 18. CM Meets SM
    19. 19. Promoting
    20. 20. Learning
    21. 21. Fundraising <ul><li>“ Like” the Facebook Page ($5) </li></ul><ul><li>Comment on the page or “like” any posting ($2) </li></ul><ul><li>Follow them on Twitter ($5) </li></ul><ul><li>RT or mention Twitter handle, @2ndharvest ($2) </li></ul><ul><li>Post a photo showing your support on Facebook, Twitter and Flickr (bonus $5 each!) </li></ul>
    22. 22. The Next Frontier
    23. 23. What is Location-Based Cause Marketing? Using mobile technology to target consumers by location to achieve cause marketing goals
    24. 24. Check-In Donations - 3/10
    25. 25. Check-In Donations - 1/11 Complete Challenge = $5 + $5 Match
    26. 26. Badges
    27. 27. Loyalty Programs
    28. 28. Mobile Payments
    29. 29. 4 Practical Tips <ul><li>Use LBS as an enhancer </li></ul><ul><li>Use LBS as is </li></ul><ul><li>Use LBS with the right demo </li></ul><ul><li>Use LBS to build credibility </li></ul>
    30. 30. For More Training www.HospCorpDev.com
    31. 31. For More Training www.SixFigureCauseMarketing.com
    32. 32. For More Info
    33. 33. For More Info

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