Must-Have Tools for Effective Cause Marketing


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There are plenty of tech tools for fundraising, but what tools are best for causes wanting to raise money and build awareness in partnership with for-profit businesses? In this informative and actionable webinar, Joe Waters suggests seven tech tools that can make nonprofit and company collaborations easier and more successful.

As defined by Joe, Cause marketing is a mutually beneficial business and nonprofit partnership in which a company puts the power of its brand and marketing behind a cause to generate profits for both. In cause marketing, the company uses the cause as the focus of its marketing tactics.

During this one-hour interactive session, we’ll address what cause marketing is, how it can help your organization and what tools you’ll need to be most effective.

What You’ll Learn:
• Which social media tools will build your presence and credibility with corporate partners
• How to tweet, blog and Facebook your way to success
• The importance of mobile technology to your success, and your future
• How to take your cause marketing program online with etailers
• The best way to use location-based services such as Foursquare

Guest Expert, Joe Waters

Joe Waters teaches nonprofits and businesses how to use cause marketing and social media to establish, grow and deepen relationships with donors and consumers. He writes the web's leading cause marketing blog,, and is a contributor to The Huffington Post, Chronicle of Philanthropy and's Trailblazers for Good series. Joe is co-author of Cause Marketing for Dummies (August, 2011).

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Must-Have Tools for Effective Cause Marketing

  1. 1. Webinar: Effective Cause Marketing
  2. 2. About Vivanista High quality Training & Tools to help you and your organization raise more money.
  3. 3. Guest Expert Joe Waters Cause Marketing Expert Guest Expert
  4. 4. Who Am I? <ul><li>Blogger, (6.5 years) </li></ul><ul><li>Cause Marketer, Boston Hospital (7 years) </li></ul><ul><li>Author, Cause Marketing for Dummies </li></ul>Joe
  5. 5. Tech Tools for Cause Marketing
  6. 6. Three Areas of Focus <ul><li>What is cause marketing? </li></ul><ul><li>3 tech tools for cause marketing </li></ul><ul><li>Thinking beyond tools </li></ul><ul><li>Q&A </li></ul>
  7. 7. Rules of the Road <ul><li>35 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
  8. 8. What is Cause Marketing? Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit
  9. 9. What it Does: Money & Awareness
  10. 10. 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
  11. 11. 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>
  12. 12. 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 & Action Triggered Donations </li></ul><ul><li>Digital </li></ul>Joe
  13. 13. Point-of-Sale Cause Marketing
  14. 14. 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>
  15. 15. 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>
  16. 16. Local Success Story - BMC <ul><li>50 iParty Stores </li></ul><ul><li>$160,000/yr. </li></ul><ul><li>Co-marketing with other businesses </li></ul>
  17. 17. Purchase Triggered Donations Joe
  18. 18. Action Triggered Donations
  19. 19. Why Purchase Triggered? <ul><li>Good money </li></ul><ul><li>Guaranteed </li></ul><ul><li>Natural for social media </li></ul><ul><li>Reflects a serious brand </li></ul>
  20. 20. Local Success Story – Jumpstart <ul><li>$.50 each drink </li></ul><ul><li>$15,000 </li></ul><ul><li>Northeast Only </li></ul>
  21. 21. Tech Tool #1: Online Giving
  22. 22. eBay’s Mission Fish 95 Million Users on eBay Causes/Companies can do POS, PTD within eBay
  23. 23. Benevity: MF on Steroids
  24. 24. Tech Tool #2: Social Media
  25. 25. Promoting
  26. 26. Learning
  27. 27. 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>
  28. 28. Facebook Likes
  29. 29. Tech Tool #3: LBS
  30. 30. What is Location-Based Cause Marketing? Using mobile technology to target consumers by location to achieve cause marketing goals
  31. 31. Mobile
  32. 32. Check-In Donations
  33. 33. Check-In Donations Complete Challenge = $5 + $5 Match
  34. 34. Badges
  35. 35. Loyalty Programs
  36. 36. Mobile Payments
  37. 37. 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>
  38. 38. For More Training
  39. 39. For More Training
  40. 40. Umm … tools don’t matter <ul><li>Take a good look at your brand </li></ul><ul><li>Analyze your assets </li></ul><ul><li>Focus on things that work </li></ul><ul><li>Foundation First </li></ul><ul><li>Start with ideas </li></ul><ul><li>Focus on a lasting value </li></ul>
  41. 41. For More Info
  42. 42. For More Info
  43. 43. <ul><li>Thank you for Attending! </li></ul><ul><li>For more information about </li></ul><ul><li>Vivanista’s training, please visit </li></ul><ul><li> </li></ul><ul><li>or contact [email_address] </li></ul>