NEAHP - Cause Marketing for Health Care Organizations

NEAHP - 2011 Cause Marketing for Healthcare Organizations Joe Waters & Joanna MacDonald Selfishgiving.com Cause & Event Marketing, BMC March 14, 2011

Who Are We?
Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years)
Future Authors, Cause Marketing for Dummies (July, 2011)
Joe: Blogger, Selfishgiving.com (6 years)
Joe

Three Areas of Focus
Cause Marketing
Cause Marketing & Social Media
Location-Based Cause Marketing
Joe

Rules of the Road
45 minute presentation
30 minute Q&A
Questions after each section and at the end
Put down your pens!
Joe

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
Perfect emotional message
Good reputation
Patients are partners
Vendors are a resource
Joe

8 Reasons HO Should Do CM
Good events to leverage
Large workforce
Flexible messaging
You can afford it!

Types of Cause Marketing
Licensing
Message Promotion
Employee Engagement
Point-of-Sale
Purchase Triggered Donations
Digital
Joe

Point-of-Sale Cause Marketing Joe

Why Point-of-Sale?
Lucrative
Cost-effective
Easy to execute
Plays well with others

Local Success Story - BMC
100 Job Lot Stores
Month-Long Program
$1M Since 2004

Local Success Story - BMC
50 iParty Stores
$160,000/yr.
Co-marketing with other businesses

Purchase Triggered Donations Joe

Action Triggered Donations

Why Purchase Triggered?
Good money
Guaranteed
Natural for social media
Reflects a serious brand

Local Success Story – Jumpstart
$.50 each drink
$15,000
Northeast Only

CM Meets SM

Promoting

Learning

Fundraising
“ Like” the Facebook Page ($5)
Comment on the page or “like” any posting ($2)
Follow them on Twitter ($5)
RT or mention Twitter handle, @2ndharvest ($2)
Post a photo showing your support on Facebook, Twitter and Flickr (bonus $5 each!)

The Next Frontier

What is Location-Based Cause Marketing? Using mobile technology to target consumers by location to achieve cause marketing goals

Check-In Donations - 3/10

Check-In Donations - 1/11 Complete Challenge = $5 + $5 Match

Badges

Loyalty Programs

Mobile Payments

4 Practical Tips
Use LBS as an enhancer
Use LBS as is
Use LBS with the right demo
Use LBS to build credibility

For More Training www.HospCorpDev.com

For More Training www.SixFigureCauseMarketing.com

For More Info

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http://www.google.com	6
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NEAHP - Cause Marketing for Health Care Organizations

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NEAHP - Cause Marketing for Health Care Organizations Presentation Transcript