The Future of
Cause Marketing
 Using the Internet to Help
        Change the World

             Scott Henderson, MediaSau...
A little about me
It is wonderful to create.
                  Akira Kurosawa
The
Interconnected AGE
Are you
prepared for
this reality?
Philanthropy

  Here’s an oversized
check for that problem
Pledge to End
Hunger



http://www.pledgetoendhunger.com
from idea to
action
!




    !
opportunity:
SXSWi ʼ09
#1 objective:
highlight the cause
#2 objective:
raise awareness for
Share Our Strength
#3 objective:
drive individual
action
key leaders:
2 co-chairs with 50+
champions
compelling
story:
1 of 6 kids hungry
1 click feeds 140 kids
strategy:
> main hub
> sm outposts
> easy call-to-action
easy to share:
 > widget
 > avatar
 > badges
 > Twitter acct & hashtag
 > Facebook cause
generating
traffic:
 > 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 and
Champions:
20% of All Traffic
Planned Traffic:
20% of 494 Sources
67.5% 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 Traffic
32.1% Unique Visitors
30.6% All Pledges
Sunday
March 15
 2009
One Tweet:
5.4% All Traffic
Direct Traffic:
29% Direct Twitter
9% All Direct
Mashable/GaryVee:
2 hours: 232 Pledges (5%)
18 hours: 520 Pledges (11%)
Tuesday
March 17
  2009
Keynote Q&A:
22% Direct Twitter
17.8% 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 Matters
2. The Convoy Thunders On
3. Free Philanthropy Works
4. Embrace the Swarms
5. Live ...
Download
Full 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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Presentation of the Pledge to End Hunger case study from MediaSauce. This version was delivered to the Mashable Social Good Conference on August 28, 2009 by Scott Henderson, Cause Marketing Director.

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  • Thanks to everyone who has made this presentation as one of their favorite. I'd love to hear your comments, too.

    @scottyhendo
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The Future of Cause Marketing (Mashable Social Good Conference)

  1. The Future of Cause Marketing Using the Internet to Help Change the World Scott Henderson, MediaSauce @scottyhendo Mashable Social Good Conference
  2. A little about me
  3. It is wonderful to create. Akira Kurosawa
  4. The Interconnected AGE
  5. Are you prepared for this reality?
  6. Philanthropy Here’s an oversized check for that problem
  7. Pledge to End Hunger http://www.pledgetoendhunger.com
  8. from idea to action
  9. ! !
  10. opportunity: SXSWi ʼ09
  11. #1 objective: highlight the cause
  12. #2 objective: raise awareness for Share Our Strength
  13. #3 objective: drive individual action
  14. key leaders: 2 co-chairs with 50+ champions
  15. compelling story: 1 of 6 kids hungry 1 click feeds 140 kids
  16. strategy: > main hub > sm outposts > easy call-to-action
  17. easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
  18. generating traffic: > HungerPledge champs > email sends > press releases
  19. success: > goal reached in 28 hours > increased to 4 trucks > raised $28,000
  20. Lesson 1: Leadership Matters
  21. Co-Chairs and Champions: 20% of All Traffic
  22. Planned Traffic: 20% of 494 Sources 67.5% All Traffic
  23. Lesson 2: The Convoy Thunders On
  24. Lesson 3: Free Philanthropy Works
  25. Pledged to Give: > 21% of Pledge signers > 714 gave directly > $28,000 donated > 95% new donors > Largest gift was $2,500
  26. Lesson 4: Embrace the Swarms
  27. 12for12k.org: $13k+ on 3/12
  28. Michele Helsel: > Email and Phone > 24, 157, 344 > Missouri in 2nd Place > 10.8% of All Pledges
  29. Lesson 5: Live Interactions Amplify Online Activity
  30. SXSWi ʼ09: 37.3% Direct Traffic 32.1% Unique Visitors 30.6% All Pledges
  31. Sunday March 15 2009
  32. One Tweet: 5.4% All Traffic
  33. Direct Traffic: 29% Direct Twitter 9% All Direct
  34. Mashable/GaryVee: 2 hours: 232 Pledges (5%) 18 hours: 520 Pledges (11%)
  35. Tuesday March 17 2009
  36. Keynote Q&A: 22% Direct Twitter 17.8% Direct Traffic
  37. Lesson 6: Use the Right Tools
  38. vs.
  39. Click Thru Conversions 57,831 207,426 3.8% 2.0% 2,204 4,154
  40. Total Visits 14% 46% 2,492 8,240
  41. Lessons Learned: 1. Leadership Matters 2. The Convoy Thunders On 3. Free Philanthropy Works 4. Embrace the Swarms 5. Live Interactions Amplify 6. Use the Right Tools
  42. Download Full Case Study: www.mediasauce.com/cause
  43. Questions?
  44. Letʼs stay connected: > @scottyhendo > scott.henderson@mediasauce.com > rallythecause.com > mediasauce.com/cause

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