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

             Scott Henderson, MediaSauce
                            @scottyhendo
          Mashable Social Good Conference
A little about me
It is wonderful to create.
                  Akira Kurosawa
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
Interconnected AGE
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)
Are you
prepared for
this reality?
The Future of Cause Marketing (Mashable Social Good Conference)
Philanthropy

  Here’s an oversized
check for that problem
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)
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
The Future of Cause Marketing (Mashable Social Good Conference)
easy to share:
 > widget
 > avatar
 > badges
 > Twitter acct & hashtag
 > Facebook cause
The Future of Cause Marketing (Mashable Social Good Conference)
The Future of Cause Marketing (Mashable Social Good Conference)
generating
traffic:
 > HungerPledge champs
 > email sends
 > press releases
success:
> goal reached in 28 hours
> increased to 4 trucks
> raised $28,000
The Future of Cause Marketing (Mashable Social Good Conference)
Lesson 1:
      Leadership Matters
The Future of Cause Marketing (Mashable Social Good Conference)
The Future of Cause Marketing (Mashable Social Good Conference)
Co-Chairs and
Champions:
20% of All Traffic
Planned Traffic:
20% of 494 Sources
67.5% All Traffic
Lesson 2:
  The Convoy Thunders On
The Future of Cause Marketing (Mashable Social Good Conference)
The Future of Cause Marketing (Mashable Social Good Conference)
Lesson 3:
Free Philanthropy Works
The Future of Cause Marketing (Mashable Social Good Conference)
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
The Future of Cause Marketing (Mashable Social Good Conference)
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
The Future of Cause Marketing (Mashable Social Good Conference)
One Tweet:
5.4% All Traffic
The Future of Cause Marketing (Mashable Social Good Conference)
Direct Traffic:
29% Direct Twitter
9% All Direct
Mashable/GaryVee:
2 hours: 232 Pledges (5%)
18 hours: 520 Pledges (11%)
Tuesday
March 17
  2009
The Future of Cause Marketing (Mashable Social Good Conference)
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 Interactions Amplify
6. Use the Right Tools
The Future of Cause Marketing (Mashable Social Good Conference)
The Future of Cause Marketing (Mashable Social Good Conference)
Download
Full Case Study:
www.mediasauce.com/cause
Questions?
Letʼs stay connected:
> @scottyhendo
> scott.henderson@mediasauce.com
> rallythecause.com
> mediasauce.com/cause

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The Future of Cause Marketing (Mashable Social Good Conference)