Sieu thi dien may Viet Long - www.vietlongplaza.com.vnThe Future ofCause Marketing Using the Internet to Help        Chang...
A little about me
It is wonderful to create.                  Akira Kurosawa
TheInterconnected AGE
Are youprepared forthis reality?
Philanthropy  Here’s an oversizedcheck for that problem
Pledge to EndHungerhttp://www.pledgetoendhunger.com
from idea toaction
!    !
opportunity:SXSWi ʼ09
#1 objective:highlight the cause
#2 objective:raise awareness forShare Our Strength
#3 objective:drive individualaction
key leaders:2 co-chairs with 50+champions
compellingstory:1 of 6 kids hungry1 click feeds 140 kids
strategy:> main hub> sm outposts> easy call-to-action
easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
generatingtraffic: > HungerPledge champs > email sends > press releases
success:> goal reached in 28 hours> increased to 4 trucks> raised $28,000
Lesson 1:      Leadership Matters
Co-Chairs andChampions:20% of All Traffic
Planned Traffic:20% of 494 Sources67.5% All Traffic
Lesson 2:  The Convoy Thunders On
Lesson 3:Free Philanthropy Works
Pledged to Give:> 21% of Pledge signers> 714 gave directly> $28,000 donated> 95% new donors> Largest gift was $2,500
Lesson 4:     Embrace the Swarms
12for12k.org:$13k+ on 3/12
Michele Helsel:> Email and Phone> 24, 157, 344> Missouri in 2nd Place> 10.8% of All Pledges
Lesson 5:  Live Interactions Amplify             Online Activity
SXSWi ʼ09:37.3% Direct Traffic32.1% Unique Visitors30.6% All Pledges
SundayMarch 15 2009
One Tweet:5.4% All Traffic
Direct Traffic:29% Direct Twitter9% All Direct
Mashable/GaryVee:2 hours: 232 Pledges (5%)18 hours: 520 Pledges (11%)
TuesdayMarch 17  2009
Keynote Q&A:22% Direct Twitter17.8% Direct Traffic
Lesson 6:      Use the Right Tools
vs.
Click Thru Conversions   57,831    207,426    3.8%      2.0%    2,204     4,154
Total Visits   14%         46%   2,492       8,240
Lessons Learned:1. Leadership Matters2. The Convoy Thunders On3. Free Philanthropy Works4. Embrace the Swarms5. Live Inter...
DownloadFull Case Study:www.mediasauce.com/cause
Questions?
Letʼs stay connected:> @scottyhendo> scott.henderson@mediasauce.com> rallythecause.com> mediasauce.com/cause
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
The future of cause marketing (mashable social good conference)
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The future of cause marketing (mashable social good conference)

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The future of cause marketing (mashable social good conference)

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The future of cause marketing (mashable social good conference)

  1. 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vnThe Future ofCause Marketing Using the Internet to Help Change the World Scott Henderson, MediaSauce @scottyhendo Mashable Social Good Conference
  2. 2. A little about me
  3. 3. It is wonderful to create. Akira Kurosawa
  4. 4. TheInterconnected AGE
  5. 5. Are youprepared forthis reality?
  6. 6. Philanthropy Here’s an oversizedcheck for that problem
  7. 7. Pledge to EndHungerhttp://www.pledgetoendhunger.com
  8. 8. from idea toaction
  9. 9. ! !
  10. 10. opportunity:SXSWi ʼ09
  11. 11. #1 objective:highlight the cause
  12. 12. #2 objective:raise awareness forShare Our Strength
  13. 13. #3 objective:drive individualaction
  14. 14. key leaders:2 co-chairs with 50+champions
  15. 15. compellingstory:1 of 6 kids hungry1 click feeds 140 kids
  16. 16. strategy:> main hub> sm outposts> easy call-to-action
  17. 17. easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
  18. 18. generatingtraffic: > HungerPledge champs > email sends > press releases
  19. 19. success:> goal reached in 28 hours> increased to 4 trucks> raised $28,000
  20. 20. Lesson 1: Leadership Matters
  21. 21. Co-Chairs andChampions:20% of All Traffic
  22. 22. Planned Traffic:20% of 494 Sources67.5% All Traffic
  23. 23. Lesson 2: The Convoy Thunders On
  24. 24. Lesson 3:Free Philanthropy Works
  25. 25. Pledged to Give:> 21% of Pledge signers> 714 gave directly> $28,000 donated> 95% new donors> Largest gift was $2,500
  26. 26. Lesson 4: Embrace the Swarms
  27. 27. 12for12k.org:$13k+ on 3/12
  28. 28. Michele Helsel:> Email and Phone> 24, 157, 344> Missouri in 2nd Place> 10.8% of All Pledges
  29. 29. Lesson 5: Live Interactions Amplify Online Activity
  30. 30. SXSWi ʼ09:37.3% Direct Traffic32.1% Unique Visitors30.6% All Pledges
  31. 31. SundayMarch 15 2009
  32. 32. One Tweet:5.4% All Traffic
  33. 33. Direct Traffic:29% Direct Twitter9% All Direct
  34. 34. Mashable/GaryVee:2 hours: 232 Pledges (5%)18 hours: 520 Pledges (11%)
  35. 35. TuesdayMarch 17 2009
  36. 36. Keynote Q&A:22% Direct Twitter17.8% Direct Traffic
  37. 37. Lesson 6: Use the Right Tools
  38. 38. vs.
  39. 39. Click Thru Conversions 57,831 207,426 3.8% 2.0% 2,204 4,154
  40. 40. Total Visits 14% 46% 2,492 8,240
  41. 41. Lessons Learned:1. Leadership Matters2. The Convoy Thunders On3. Free Philanthropy Works4. Embrace the Swarms5. Live Interactions Amplify6. Use the Right Tools
  42. 42. DownloadFull Case Study:www.mediasauce.com/cause
  43. 43. Questions?
  44. 44. Letʼs stay connected:> @scottyhendo> scott.henderson@mediasauce.com> rallythecause.com> mediasauce.com/cause
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